Career Coaching Secrets

From Corporate Comfort to Coaching Freedom: Lukasz Kalinowski’s Leap of Faith

Davis Nguyen

In this episode of Career Coaching Secrets, host Kevin sits down with executive coach Lukasz Kalinowski, who shares his journey from senior management in hospitality to becoming a full-time independent coach. Lukasz opens up about the fear and freedom of leaving a secure corporate role, how resilience shaped his niche, the power of pro bono work, and why investing in yourself is the best business decision you can make. He also reveals his marketing approach, pricing mindset, future goals, and the underrated impact of human recommendations in building a coaching practice.

Whether you're just starting out or scaling your coaching business, this episode is packed with real stories, lessons, and encouragement to follow your dream—on your own terms.




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Website: https://www.lukaszkalinowski.com/



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Lukasz Kalinowski:

At the moment, I think it's maybe it's not so much financial investment, but it's investment in myself and moving into coaching. Definitely. I that's how it feels to me. My coaching is not up to the the level where I want it to be. I'm not sure if I've ever gonna be satisfied with just that kind of personality. But I think investing in myself and enrolling on the course to become a coach, that was probably one of the best investments I've ever made. Generally investing yourself, developing yourself, I strongly believe that this is one of the best things you can ever do in your life.

Davis Nguyen :

Welcome to Career Coaching Secrets, the podcast where we talk with successful career coaches on how they built their success and the hard lessons they learned along the way. My name is Davis Wynne, and I'm the founder of Purple Circle, where we help career coaches scale their business to $100,000 years, $100,000 months, and even $100,000 weeks. Before Purple Circle, I've grown several seven and eight-figure career coaching businesses myself and have been a consultant at two career coaching businesses that are doing over $100 million each. Whether you're an established coach or building your practice for the first time, you'll discover the secrets to elevating your coaching business.

Kevin:

Welcome to Career Coaching Secrets Podcast. I'm Kevin, and today we're joined by Lucas Kalonowski. He's been a coach for over four years and just recently went independent this year. Welcome to the show, Lucas. Thank you, Kevin.

Lukasz Kalinowski:

Pleasure to be invited and uh I'm glad that you know I'm gonna be able to share my uh experience in with moving into coaching.

Kevin:

Yeah. Well, let's start at the very beginning. How did you get into coaching and what made you want to turn into a business?

Lukasz Kalinowski:

Well, you know, where to start as usual, it's quite a long story, but I've been in a very regulated hospitality industry for many years. And I reached a senior management level, and at some point, as it probably is for many people quite often, I felt that I'm missing something. So, you know, you reach the level when you can't progress further, or maybe for your personal reasons you feel like there's something missing. And that's when I started looking about using my skills and my experience to help others, especially managers or people who were in similar situations as I was to help them to whatever they are dealing with, either professionally or personally. And that's when I started looking into executive coaching courses. Around the same time, um time I was actually approached by someone from the organization that was actually coaching me after or training me after to become a coach. And uh guy called me and said, Oh, well, you have all this experience, your management experience, and why don't you think about uh becoming an executive coach? So that's how I started and started doing my training. From that point on, I started seriously thinking and seriously looking into um making it a career one day or something that I'm gonna do full-time.

Kevin:

Yeah. And what was that decision like to go fully independent this year? I'm like really curious about that too.

Lukasz Kalinowski:

That was probably one of the toughest, the most difficult decisions in my life, mainly because working full-time and working as an employee for someone else, there is lots of things that you don't have to worry about. And and being in a senior management position, you have quite a decent salary, you have company car, you have all the benefits and everything that comes with uh with a full-time job. Then you need to make a decision. Are you going to give up on all of that and move into something that you're gonna manage yourself, so your own business, and eventually lead um reach a similar level or even higher? Um, or you're gonna stick with what you're doing, however, you will give up on your dreams and you feel stagnated because that's how I felt for for quite a while whilst working for somebody for someone else for quite a big company. I feel stagnated. So for me, the decision was um, you know, what do I do? Do I go and follow my dream um and become an independent coach with my own practice as usual? When you start your own business, there is risks that come with that, or you just uh you know stay in your cushy situation and go to work, do your job and come home, uh come back home, even even though maybe you're not the happiest person in the world. Yeah, so my decision was um I will go and um start doing coaching. It so happened that the company I was working for did uh but they did push me out. So that was just that was just another motivation factor for me. Uh I just felt like, okay, that's that's my time. That is probably what I should start doing now. And then and I went full-time coaching from January this year quickly. Later last year, I think it was October, so about 12 months ago, I've done my second in my life free-fall jump, parachute jump. And I can easily tell you that jumping out of a plane with a parachute, even without the instructor strapping onto you and jumping into running your own business. Although this is not the first business of my own that I that I run, but not working for someone else running uh their own business is much scarier than jumping out of a plane. It's equally pleasurable, but still follow your dreams. That's you know, I always tell people uh follow your dreams. Great analogy.

Kevin:

I'm sure starting a business uh and running your business lasts a lot longer than the free fall out of an airplane, but that's a really great analogy. And and speaking about that, right? Because it sounds like it was probably a really maybe not suddenly planned, but it was a decision in the making and stuff. And so one of the things that coaching is, it's a service. And how did you kind of discover your ideal client profile? Help and what to help them with. Can you share a little bit about that?

Lukasz Kalinowski:

Yeah. Um that definitely was a process based on my own experience um and skills. My perception was that my preferable clientele would be managers, senior managers, CEOs, company directors, managing directors. Now, going into coaching itself, even if you look just at executive coaching, coach coaching itself is uh is a very good time, a very broad spectrum. So it's good to it's actually a necessity to find a niche and narrow down the services that you're gonna offer, or or rather, what is it gonna be that you will focus on? So focusing just at executive coaching as a or coaching in general, yes, maybe it opens you up to such a large clientele and and market, but at the same time, it's difficult to find clients when you're not sure what you actually focus on, focusing on. So for me, because of what I went through in my life and my life experiences at professional and personal, I decided that I will focus on building resilience. So whether it's a team resilience or personal, professional resilience. So from that point on, started looking at um who could my clients potentially be. And it's still mainly senior management, but also teams. So I'm I work with companies and often uh team coaching, team building, and I am working with CEOs, chiefs of staff. So it's mainly mainly senior management. But again, it depends what your background is, what your skills are, uh what your experience is, and the training itself qualification is important, it plays the role.

Kevin:

So yeah, and so you mentioned that you focus on resilience and working with senior management. And so let's talk about the marketing for a second. How do people find you, find out about your services? Um what kind of marketing are you doing right now?

Lukasz Kalinowski:

So, you know, as you can imagine, everyone probably has a similar approach. The first intuitive thing is to jump on social media and start advertising or start doing a lot of code calling or sending lots of emails. Yes, I've done some of that as well. However, uh, as part of my qualification, I was required to do quite a few hours of uh pro bono coaching. Um that gave me an idea that I can use that as a level to acquire clients as well. Mainly because I got a lot of recommendations from my pro bono coaches. A couple of my pro bono coaches tend actually into paying clients. Um but I would also encourage, and in my case it did work, to engage in voluntary coaching, pro bono coaching when possible. Not necessarily for clients that they could pay. That's not the you know, they it's not wise to just go and uh give someone free coaching hours if you know that they they can they can be your paying clients. But also there's plenty of uh organizations which will appreciate your coaching services. Maybe that's not gonna be for your uh NEDL clients in the future, but you will gain more experience and you will get gain exposure, and it's definitely something to shout about. So, yes, social media definitely. Website, of course, it's a you know must-have Google profile, yes. Um a bit of standard advertising, standard social media, LinkedIn is very good for it. Um I'm very uh very active on LinkedIn because that builds your presence and gives you good exposure. But also uh yeah, volunteer. Just volunteer your coaching hours um and do some pro bono hours. It did work for you.

Kevin:

Since you did pro bono, how do you decide who to give it to and who is a paid client in your your experience?

Lukasz Kalinowski:

Yeah, so for me, the the requirements for pro bono, when I initially started started doing pro bono hours, the requirements were that it has to be someone in a uh management position, preferably medium or senior management position. So that was the requirement for me to start pro bono uh coaching hours so I can use them for the purpose of my qualification. And I stick stuck to the same principle when I continued with pro bono hours. So even now, should I accept someone on my pro bono hour coaching program? That would need to be someone who is apart from being very uh determined, maybe in a situation that normally they wouldn't be able to um afford coaching hours, but I can see the potential and I would then accept them into my uh pro bono coaching program. It's not a lot at the moment because you know it's free, but I still do it. And then deciding whether someone is, you know, paying clients by default, all our clients should be paying clients because we are running a business, running coaching practice. So you are looking looking at the other clients that should be paying, and that's what we're looking for. We're offering a services, we're offering a value, and it's fine to get paid for it. So by default, majority of clients would be paying clients.

Kevin:

And let's talk about okay, let's let's say they're finding out about you through word of mouth or social media through LinkedIn in particular. So people are finding out about you, they're probably starting to work with you. What do your coaching engagements kind of look like? Are they majority like one-on-one coaching? Do you do group coaching? There's so many def different methodologies. Which ones have you kind of gravitated to so far?

Lukasz Kalinowski:

Yeah. Uh majority of my coaching is one-to-one coaching, although I do uh occasionally do a team coaching as well. Nowadays with technology, and I think and majority of well yeah, great majority of my coaching is coaching online. So having conversations what we're having now. It starts with in-take session that can be anything between an hour and two hours. That's mainly to get to know each other from my side to find out what is it that the person is uh working on, whether they are struggling with something or they would like to work on something um at upgrade a skill, so maybe something that they are dealing with that that work in the professional life. Um and also just to see whether there is a bit of chemistry. There is a lack of chemistry, it's very difficult to coach. Sometimes you come across people and as in real life, you you just don't you don't click and and that can be quite a bit of a uh obstacle in coaching as well. So it's much easier um when there is that chemistry between coach and a coaching during the same session. If uh if everything is fine and and we want to take it forward, then we agree on on terms, discuss the contract, um and then discuss um in what format our coaching is gonna be, how often the session is gonna be, and and what is then the goal, the main goal that we're gonna work towards.

Kevin:

And the other thing I'm kind of curious about too, since you did mention pro bono, and now you're like full-time into this. How do you manage your client capacity between like pro I know you said most of them are paying clients, but since you are doing pro bono, it feels like that's quite a bit. And then you're also doing one-on-one coaching on top of that. So when you think about your client capacity, how do you think about that? Have you kind of reached that point yet or not so much?

Lukasz Kalinowski:

Well, you see, I think when it comes to that thing, I'll quite maybe a little bit selfish because I think one of I'm one of these guys that can think that can they can take on a lot of uh work and just keep doing until they collapse and and that's it. But practically and most of the times the coaching sessions are every two weeks. So even having a several clients being coached, or even a dozen or a couple of thousand clients being coached. This is a number that is easily manageable once you set a clear schedule, plan everything, run the sessions, do the prep and do the after the session. So that is not really something that concerns me um a lot at the moment. I don't think I'm close to reaching my capacity. You know, I think that's perfectly fine. Um, you know, of course I did think about it. Should I reach the level that I won't be able to take on more clients and the clients would be coming or waiting, then there are ways of developing the practice and and taking it further.

Kevin:

Uh one of the things I notice on this podcast is that a lot of coaches actually struggle with um in pricing strategies. And money is always one of those taboo subjects. Obviously, you don't have to give any hard numbers, but in terms of pricing strategies or how you structure pricing, how do you do it? Do you do like packages? Do you do some sort of retainers, project-based, value-based? There's so many different models. I'm curious about how you structure yours.

Lukasz Kalinowski:

Well, for me, it's always about the client. So I'm trying to be flexible about it as well and do it in a way that suits the client's budget. It is an investment from their side, so it needs to be some sort of level of flexibility from my side. What is important, what I believe is very important, is to not when it comes to pricing, because you know, there's always that temptation of I'm just gonna lower my prices, go very cheap, and and then I will get a lot of clients. Well, it doesn't really work like that because, first of all, you do bring, as a coach, you do bring quality into um or with your work, with what you do, and you need to price it at a certain level. There's also um a quality in the client that you get. It's you know, it's very easy to sell your services very cheap, but then how are you going to scale it? What you're gonna do when you have a hundred of clients that bring you not too much income and you have tons and tons of work, so you overload it with work, but you don't have you don't really profit from that much. Uh so I intend to stick with the with the prices that are very much average of the market prices. But as I said, I I do give flexibility. So sometimes, especially companies, if I work for the company or with the company, they do like to have a retainer fee. Uh so they they do pay retained fee. Um, otherwise, it can be monthly payments, it can be quarterly. Uh it depends on the program, really. It can be payments split into three or four installments. So that is not really. I would say it's good to have flexibility there. Of course, it's not always the same for everyone. And when I was starting at the beginning of this year, uh I didn't have tons of savings on the television. So my concern was okay, I need to have a good cash flow and I need to have a bit of a cash reserve. So I was being at the beginning, I was being a little bit more uh strict about it. So maybe not paying upfront, but at least paying some solid amount, maybe 50% up front, and then the rest of the at the end of our program, whether it's three months or six months program, but now try to give a little bit more flexibility to clients as well.

Kevin:

Um one of the things I'm really curious about are your future goals. Do you ever have desires to scale? Where do you want this coaching business to take you in the next few years? Do you have any secret dreams, big ambitions no one knows about? We'd love to hear some of that.

Lukasz Kalinowski:

Well, those that no one knows about, I'm not gonna share because that's for me. But yes, of course, yeah, scaling absolutely 100%. Um you know, I think for generally for people that go into um running their own business or their own practice, one of the main goals or one of the main priorities behind it is to have this uh, of course, for freedom, but also freedom to decide when you're gonna do it and how you're gonna do it. And for me, that was one of the uh decisive factors as well. So being the person that is gonna decide for themselves whether they will take on a client and do more coaching, or will step back and say, okay, I'm gonna have some time off with my family, I'm gonna go on holiday and and do it on my terms and when I wanna do it, not when somebody's gonna uh tell me to do it uh or allow me to do it. Yes, Kelly Nap, absolutely. Possibly one day teaming up with more with other coaches and running a bigger practice, possibly you know, employing some coaches to work together with me so we can do coaching to largest uh larger that is I would say within the next three to five years. My immediate uh shorter term goals is expanding something that I do together with with coaching, that is a keynote speaking. It helps with coaching as well, because when you run a practice, it's good to have a system in place, just coaching on its own. Yes, you provide a good service, yes, you bring value, you help people, but in practice it can be difficult uh to find clients, as with any business that you run. So when you set up a system, for me that's uh you know, coaching, speaking, but also uh writing articles, which I do, I'm working on my own book as well. So there needs to be a little bit in place more than just the coaching itself. So that is my immediate the shorter short-term plans, would say up to next 12 months. I think for me and still is, it's focusing on too many things at the same time or trying to um achieve um too many things at the same time. Everyone wants uh progress and possibly fast progress, but but at the same time you need to at some point if you're not doing it already, you need to start planning not only you know your long-term goal, but it's a very good thing to learn to plan from day to day. So you know, before you go to sleep tonight, you just write a short list of things that you wanna do tomorrow. Um and make a short list of things that you want to do this week. Otherwise, and at least that's how it was for me, uh, still is sometimes. You sit down, you wake up in the morning, make yourself a coffee, and then you you think, okay, what I'm gonna do today. If you don't have a plan, you're gonna start doing lots of things and some some of the things are gonna take you off the path that you're supposed to follow. I suppose that's human nature, that's what I coach managers on as well, because whether it's at work, whether it's your personal life, there's always some distraction. Whether it's and I'm not talking about typical distraction of your phone or or your kids riding around or something like that. I'm talking about the distraction where you know your path, what you need to follow to achieve your goal. But there's always something that is gonna come at you and it's gonna take your attention away because maybe there's something more important or something that you think needs to be done at that time. So for me, the bottleneck for a long time was uh for a few months was trying to do too many things at the same time. Um and planning helped with uh significantly.

Kevin:

What's really interesting about what you mentioned was yes, the Netflix, the phones, the not so important distractions, those are easy for us to discern that they're not important, they're not that important. Maybe kids are important, but you know, the definitely the scrolling and all that. I think the harder part, what you described, is like the things are seemingly important, but some things are more important than others, like you mentioned. And I'm so curious. When you said that you struggled with too many things at the same time and that you started planning and that helped, what were some of those maybe things that were seemingly important that you had to kind of be like, hey, maybe not now? What are some things that you had to like deprioritize?

Lukasz Kalinowski:

Well, you see, everything is important when it comes to running your own business, your own practice, everything is important. But you need to have a plan. For me, lots of things going through your mind, and you think I want to write a book, I I want to get into speaking stage and keynote speaking, and I want to do coaching, I want to approach this company and that company, and and I want to do so many other things, but you just can't do it all at the same time. So that's why you need to start planning and deciding what is my priority, what is going to be that factor that is gonna that thing that is gonna move me towards my goal. So if my goal is I want to start coaching CEOs, how am I gonna get there? Uh do I have qualification? Do I have experience and all that? Focus on this and start planning towards your main goal. And anything that comes that is not linked directly to that, these uh yes, they will be important things because certain things you can't disregard, but whether you know whether you will spend a day planning your next um LinkedIn campaign or or marketing campaign, is it necessary? Is it gonna move you towards your goal? Or is there anything else that you need to focus on? So that's why it's important to have your plan. And of course, your plan is gonna change. You really live in a real life, you need to adapt and adjust your plan as you go as well, but you need to have it uh somewhere there and you have it, you need to have it envisioned as well. Uh, and this way to go towards towards what you want to achieve. So those for me, definitely spending too much time on preparing and planning my uh marketing campaigns. Uh working on my book, yes, I still think you know it it is one of the priorities for me, but uh I would spend sometimes days just working and sitting, thinking about that. It's great, I love it. But is it taking me directly or pushes me directly towards the goal that I want to achieve in the next 12 months? Probably not at this point. So you know, it's that consideration of what is important and planning, very short time, short term, and long-term planning helps with that, definitely.

Kevin:

And yeah, if you're open to it, uh Lucas, I would love to play game with you. Um, this is a storytelling game. One of the things I just love on this podcast is hearing the stories of people's business investments, the good, the bad, all that sort of stuff. Because as you know, coaches, along with any entrepreneur, they invest into like their own coaching, their own training, marketing, team members, a lot of different things. And so what I'm gonna do is just I'm gonna prompt a phrase and you just tell me the first thing that comes to mind for you, okay? Okay. All right, and try to be as specific as possible when I prompt these. Okay. Single world? Uh single world. You can uh tell a phrase you can say the first thing that comes to mind, and if there's a story that comes to mind, feel free to elaborate. Okay. Okay. First business investment you remember making.

Lukasz Kalinowski:

Satellite dish. Oh, sorry, what was that? Satellite dish? Satellite TV dish. That was my first uh business that I set up when I was in my early 20s. I was born and grew up in Poland and uh I didn't move to England until my mid-20s. But my first business that was running in Poland actually was uh uh a small business where myself and a couple of my guys were installing a uh very early and very modern and that time a satellite, well, digital TV satellite dishes. So that was my first investment.

Kevin:

Yeah, the satellite dish, cable TV days. I totally forgot about that. That's so funny. Okay, last business investment you made.

Lukasz Kalinowski:

Well gosh, I I suppose I keep investing, but last business investment. I'm not sure which one there are bigger ones and smaller ones. Uh okay, I I'll I'll say about the about the big about the big one. Uh it's a farm in Poland. Yes, a farm in Poland. So the story is that uh grew up on a farm, been living there for some time. Then my younger brother took over the farm. It it so happened for him that he couldn't manage it anymore. So I decided to buy it of him. Uh so that's what I did. That was already uh about a year and a half ago, but that was probably the the largest uh investment that I've made uh recently, and uh you know, with with reasons behind it as well. So what's better than being sitting on a farm and coaching people?

Kevin:

The ambiance environment. There's something about that, but yeah, I love that. Okay, best business investment you made.

Lukasz Kalinowski:

At the moment, I think it's you know, maybe it's not so much financial investment, but it's investment in myself and moving into coaching. Definitely, I that's how it feels to me. My coaching is not up to the the level that I want it to be. I'm not sure if I've ever got gonna be satisfied with just that kind of personality. But I think investing in myself and enrolling on the course to become a coach, that was probably one of the best investments um I've ever made. Generally investing in yourself, developing yourself. I strongly believe that this is one of the best things you can ever do in your life. And for me, that was throughout my whole career, that was always one of the main principles um in my career. So over the years I've attended so many courses uh and training programs. I think the best investment was enrolling on the uh coaching program.

Kevin:

Worst business investment that you kind of wish you got your money back from.

Lukasz Kalinowski:

No, I'm not sure. And I'm being totally honest, I'm not sure whether I've made investment that I would totally regret. Possibly the circumstances later brought me to the point uh the business didn't work out, but I would not say that it was because of the investment or the decisions I've made. Of course I've made mistakes. We always make mistakes, especially when you run your own business and you learn while you do it. But I can't think, apart from silly things, maybe investing in in some um stock markets or something like that, when I would lose a few hundred dollars or something like that. But apart from that, no, I am uh quite careful where I put my money.

Kevin:

It's called underrated. As you know, you're a business owner, you're a coach. You probably got a lot of good advice and bad advice. You probably got a lot of solicited advice and unsolicited advice. And so I'm kind of curious, what's the most overrated piece of business advice that you've gotten so far? And what's the most underrated piece of business advice that you've gotten? I think it'll be really interesting because it's your first year and I would just love your perspective on that.

Lukasz Kalinowski:

Yeah. Um I think the most overrated was that you need to be, especially for coaches, that you need to be super active on social media, whether it's and I'm not only talking about LinkedIn, but super active on social media, on TikTok and and Instagram and all that, to be successful. First of all, not everyone has a personality for it. And second, it depends what clientele you are aiming at. It's not always the CEOs or um they're gonna sit on TikTok or even Instagram and then read your post. Yeah, it's important for exposure, but I would say if someone and that is the advice that I was given as well. If someone tells you you need to go there and start marketing yourself this way, I think that's overrated. And equally underrated is the power of human recommendation, just normal personal recommendation. We all know that recommendation recommendations work, but especially in this line of business, because it's kind of personalized and because we we're trying to bring value, whether it to our organization or to a person, it really plays really big uh role. So in, you know, if someone comes to you and says, you know, I know that really good coach and uh I've been working with him for six months or something like that. And if you look inside for someone, um yeah, that works really well. And even now, probably even even more now than ever with with AI and and everything, that human touch and human approach, the loyalty that plays really, really big part.

Kevin:

Last question How can people find you and connect with you, Lucas?

Lukasz Kalinowski:

Right, so I do have my uh website that's uh www.lukaskalinowski.com. So I appreciate that it might be not easy for uh for someone to pronounce it by just my first name and cyaname.com. I am on uh LinkedIn as well, and then my name, Lukasz Kalinowski. And you can also Google me, so just uh Lukasz Kalinowski, executive coach. Also, uh I am also visible on LinkedIn and on my website as um uh resilience architect. So if you put it together, resilience architect and uh Lukasz Kalinowski, I'm pretty sure you're gonna be able uh to find me.

Kevin:

And even though you're a business, it sounds like you're I it tells me so much about how much you care about this business because you are taking time to do pro pro bono. And then also you shared about the struggles of like doing too many things at the same time and all that. Which is a really great bo for all of us to really assess what's really important. And then I think that last part about human connection is so important and to deliver really great results. So I just want to say thank you, Lucas, for the work that you do. Thank you so much for coming onto the podcast and just sharing your experience here. So thank you, Lucas.

Lukasz Kalinowski:

Thank you, Kevin. Pleasure. One thing I would like to add, if you if you don't mind, personally, if someone would like to approach me directly and just have a chat, ask for advice or just bounce ideas. I am always very happy to help and to have a discussion. Drop me a message on LinkedIn or just contact me through my website or just drop me a WhatsApp message that is from my phone number on my website as well. I'd be very happy to help anyone. You are so generous, Lucas.

Kevin:

Again, it goes back to your like pro bono and just like helping others. And it shows me how passionate you are about this industry. So thank you so much, Lucas.

Davis Nguyen :

That's it for this episode of Career Coaching Secrets. If you enjoyed this conversation, you can subscribe on YouTube, Spotify, Apple Podcasts, or wherever you're listening to this episode to catch future episodes. This podcast was brought to you by Purple Circle, where we help career coaches scale their business to $100,000 years, $100,000 months, or even $100,000 weeks, all without burning out and making sure that you're making the impact and having the life that you want. To learn more about our community and how we can help you, visit join purplecircle.com.