“When you put your mind to it, you can accomplish anything” with Abigail Ireland
Abigail Ireland is a peak performance strategist who enables ambitious executives and teams to achieve excellence on a sustainable basis. Her unique methodology blends psychology, physiology and productivity to fine-tune and uplevel the person behind the work. Abigail has worked with thousands of individuals and teams across the world. She brings to the table her skills as a qualified executive coach, NLP practitioner, Personal Trainer and Nutrition Coach. Prior to launching her own business in 2015, she spent over a decade as a banker, working in the London and Sydney markets.
Can you tell our readers about your background?
I started my career in the banking industry, working in deal teams in private equity and acquisition finance before moving to strategy and business business management roles. I spent over a decade in the London and Sydney markets, and this time was filled with brilliant experiences that taught me so much about business. I also had the opportunity to work with an abundance of incredibly smart people, and this always kept me focused on developing myself on a continuous basis. Of course, there were constant challenges, pressures and demands that meant work wasn’t easy - tight deadlines, tricky stakeholders, heavy workloads and long hours were part and parcel of the role much of the time.
What inspired you to start your business?
I always knew that I wanted to have my own business, since I was a teenager. However, it was when I was working in banking in Australia that things changed. I was on my lunch break one Friday and got a phone call from my brother, who told me that my dad had gone into hospital. My family was in London and it was 2am, so there was nothing I could physically do. Thirty minutes later, my brother called again to say that my dad had died.
It was such shock that even now, over ten years later, I still find it hard to believe. The whole experience reinforced to me that life is so short and we need to make the most of it and consider how we show up and spend each day. My dad had been healthy and full of energy, and then gone within minutes due to an aneurysm we didn’t even know existed. This was the catalyst for me to be more intentional and honest with myself about how I wanted to spend my life, my career, and my time going forward.
My banking career was exciting and constantly gave me opportunities to grow, but I also recognised the many challenges as far as wellbeing and my personal life was concerned. For example, early on in my career, late nights in the office and eating at the desk were common occurrences when trying to meet stakeholder and client demands.
There was never enough time which is why I started to look at ways that performance could be elevated in a sustainable way. I learned that it’s all about making little adjustments and creating lasting habits that support you and enable you to own your day. There are no shortcuts and you need to be intentional.
I was passionate about fitness and ways to be at my best, and so I became trained as a personal trainer, Pilates instructor and nutrition coach alongside my day job in banking. I started to take on clients in Sydney and later, when I moved back to the UK, I continued to skill up as an Executive Coach, NLP Practitioner and more. Being my own boss also meant I needed to be focused, motivated and have drive without someone else “making” me do my job. Working on my own productivity and mindset was also very inspiring and exciting for me, and I dug deep into ways I could really uplevel myself. I started coaching, running leadership and management programmes and developing online content.
Being multi-passionate about so many different strands eventually resulted in the consolidation and blending of these topics into my own peak performance methodology, which I am proud to use with all of my clients today. I concentrate on three core pillars of performance - psychology, physiology and productivity - and I look at what my clients can adjust to optimise their own performance habits.
My work really inspires and energises me, as it truly doesn’t feel like work. When something works for me personally, I am excited to share this with my clients. When I learn something new about nutrition, sleep, productivity or mindset, I can also apply this to my personal life. So, my work and personal lives intertwine in a really positive way, and I love this.
Where is your business based?
Although I am currently based in London, I have clients all over the world. I run in-person and virtual workshops, webinars and keynotes. I coach my individual clients online, so location isn’t an issue. It’s so great to work with people across cultures and countries, as I also have an opportunity to learn and expand my own horizons every day.
How did you start your business? What were the first steps you took?
When I left the corporate world, I actually launched my first venture in a very different space to what I do now. I started an online language marketplace called Language Lane, that connected people who wanted to learn a language with those who wanted to teach. It was hard work but also a lot of fun getting this going. I had tutors on the platform who were based all over the world which was exciting.
However, it was also a steep learning curve and there were many obstacles along the way - tech functionality being a key one - that limited me from creating the best possible experience for users. I also spent way too much time on things that were considered normal in the corporate world but which needed reassessing when pursuing an entrepreneurial route. For example, I wasted a lot of precious time developing a comprehensive business plan, financial model and projections when I really should have spent the first stage testing, launching a prototype and getting feedback from users that I could use to iterate the platform. I also made common beginner errors, such as spending far too much time and money on logo and website development.
However, the whole venture was not a waste of time, as it served as my baptism into the world of entrepreneurship. I learned about myself, the tasks I really didn’t want to do, and the things that energised me. I learned from my mistakes and pinpointed what I really wanted from my work in a dynamic, safe and agile environment. I also became clear on what I wanted in a business. I wasn’t interested in building a large company with a big team. I love having a business that aligns with my values and gives me freedom and energy. My experiences have allowed me to build a business that I don’t want to retire from. I wake up each day excited about what’s ahead.
What has been the most effective way of raising awareness for your business?
Much of my business has come from word of mouth or my wider network, but also from being present on social media and saying yes to opportunities that aren’t always conventional. In fact, a mindset shift has been my biggest asset - reminding myself that I am providing my clients with years of hard-earned experience and skills, and communicating this is a way that is actionable and easy to grasp so they can enhance their own minds, bodies and use of time.
What have been your biggest challenges and how did you overcome them?
My biggest challenges were definitely in the earlier years of starting my business, when I experienced a steep learning curve and quickly realised that having your own business is very different to working in a large corporation. The mental game is key and the ability to ride the waves, push through uncertain periods and trust that the process will work out. I always kept (and still do keep) the big picture in mind when I have any wobbles or challenges in my work. I remember why I started my own business, why it is important to me and what drives me. This overrides any worries and energises me to move forward.
How do you stay focused?
I have a very active mind and often have thoughts popping up that distract me and take me off course. A key component of my work revolves around helping my clients with focus and getting in the zone, so my personal experiences help to test and identify best practices around this. I think a combination of factors support me to stay focused, from removing distractions and clutter in my physical environment to making optimal food choices that support my brain and having a routine that sets my day up for success. I also use certain productivity tools such as the Pomodoro Technique to kickstart my focus when I need it most.
How do you differentiate your business from the competition?
It’s really important to stay true to what’s important to you and what brings you joy when you have a business. I don’t look at what the competition is doing. I prefer to look at what my clients want and need, and evolve my business and services from there. I’m constantly learning and thinking about where I want to take my business in the future, and I love to explore new things that will give me a new perspective and a unique outlook.
What has been your most effective marketing strategy to grow your business?
I don’t really have a “most effective” marketing strategy other than really listening, focusing on excellence and showing up every day wanting to deliver for my clients. I think if you do these things, the rest follows.
What's your best piece of advice for aspiring and new entrepreneurs?
Plan but don’t plan too much! The best thing you can do is roll up your sleeves and get stuck in. Take action, develop skills and insights along the way, and embrace the journey. You will only make progress if you’re in the game and if you’re willing to accept that entrepreneurship isn’t always easy but it is rewarding. Every experience (the highs and the lows) is useful, and it’s always good to know if something doesn’t work you can change your approach.
What's your favorite business tool or resource? Why?
Canva has made my life so much easier over the year, and it’s definitely my favourite tool of choice! I love using it to create designs and content for my business.
Who is your business role model? Why?
It sounds random but it has to be The Rock. He is absolutely brilliant at growing a diverse business portfolio and creating success in so many different ventures. He is intentional and purposeful about what he gets involved in, and this helps to make what he does a success. He genuinely believes in what he does and how he lives each day.
How do you balance work and life?
I don’t approach work as being separate from my life. It’s a big part of my life, and I want to enjoy what I do, no matter what time or day of the week. I think a big mistake many of us make is yearning for the weekend, wishing away a huge chunk of our lives (that we spend at work) in the process and only feeling like we are ‘living’ when outside of work.
My specialism is peak performance so enabling sustainable brilliance is core to this. As a result, it’s crucial that I practice what I preach so I can show up with credibility. It doesn’t always happen but I try to approach each day with an intentional and present mindset. I take time out when I need it, I recharge and I work hard. I’ve become much more self-aware over the years and I listen to my body and mind, to know what I need to do to stay on top of my game. I’ve also learned to do what makes me happy rather than what society or people push on me.
What’s your favorite way to decompress?
I love getting into the gym, putting on my headphones and getting into the zone with a good workout. Even if I don’t feel like it, the moment I walk through the door, I feel like I’m in a different world where I don’t have to think about emails, “to do” lists or other things that stress me out. I’m fully in control and I can work at an intensity that makes me feel great. My mind is always much clearer and my mood lifted after a good workout.
What do you have planned for the next six months?
My goal is to take my business up a level over the next year, and I’m still strategising and reflecting on what this means in practice. I’m currently focused on writing a book and delivering more talks/keynotes. A significant piece of this involves getting stuck into further research on peak performance that I can share with the world.
How can our readers connect with you?
You can find me on LinkedIn, Instagram or via my website. I’m always happy to connect!
Website: www.understandingperformance.com
LinkedIn: https://www.linkedin.com/in/abigailireland/
Instagram: https://www.instagram.com/abigail.ireland/
