Amplify Client Story: Jo Watkins
Name: Jo Watkins
Business: Business Coaching For Medics And Healthcare Professionals
Website: https://www.jowatkins.com/
Problem: Wanted a scalable business model that supported travelling and flexible working
Result: Launched her group in 4 weeks, made 17K and went on to help 35 medics over the year in her evergreen offer
“I had 15 sign-up for my initial offer live on my webinar for the group programme, giving me revenue of over £17K. I’ve gone on to help over 35 doctors in the first year of business with the programme.”
Before working with Gemma…
“I was at a bit of a crossroads.”
As well as being a GP, Jo has always had an entrepreneurial streak. After taking her four kids travelling for a year, she became obsessed (her word) with building a business that would allow her to work flexibly, remotely, and sustainably - from her computer.
She’d tried a few different models:
A pandemic-era membership supporting teenage girls
A growing number of in-person workshops in schools
One-to-one consulting for other medics curious about creating their own digital offers
All of them taught her something. But none of them gave her the lifestyle, freedom or scalability she was looking for.
Behind the scenes, Jo was fielding messages from other medics almost daily.
“How did you set this up?”
“What platform do you use?”
“Where do I start if I want to create a group programme?”
She realised she had a skillset her peers wanted—but she didn’t yet have the vehicle to scale it. That’s when she reached out for support.
A time-sensitive opportunity
Jo and I first worked together one-on-one with a tight deadline in mind:
She had a speaking opportunity in four weeks in front of her ideal audience—and she wanted to launch something then and there.
Together, we clarified her offer, shaped her programme structure, refined her messaging, and got her ready to sell it live.
That first launch? 15 people joined. £17K in revenue. No pre-recorded content. Just a clear message, a confident invitation, and a lot of value delivered live.
““I did the talk… showed up the following week, three days consecutively doing a kind of series of workshops. And then at the end of that, on the third one of those, I basically launched this group program… I put the link in the chat box and I think something like nine people signed up there and then. It was pinging in my emails as I was still talking.”
Building an evergreen model that works
After the initial buzz, Jo didn’t stop. Over the following months, she continued to enrol medics into her programme steadily - without big launches.
Here’s what worked:
She structured the programme so new people could join at the start of each month.
She ran onboarding calls whether one person joined or several.
She created a supportive community where members connected, collaborated, and grew together.
She leveraged her podcast and lead magnet to bring in new leads organically.
Why evergreen?
“The idea of being able to offer a solution to a problem when the person has the problem really, just like I felt. If you text me, ‘Oh, I’m really sorry, you’re going to have to wait six months because I’m full and I don’t have anything that can help you,’ then that feeling would have dissipated and gone away. People want to take action when it works for them. So that’s what really attracted me [to evergreen]…”
By the end of the year, Jo supported over 35 medics and healthcare professionals in building their own businesses.
What she’s most proud of
“I'm most proud of my ability to twist and turn and roll with the punches… The last 15 years, every single piece of that jigsaw… they’ve been required for me to be able to do this now. There is not much that I haven’t experienced. I haven’t let any bit of failure or something not working stop me continuing”.
Jo brings a unique mix of lived experience to her work. She’s built product businesses, run memberships, created digital courses, and supported clients one-on-one. Now she’s taken all that learning and turned it into a thriving, high-impact group programme.
What’s next?
Jo’s now focused on refining and simplifying.
She wants her evergreen programme to be the bread and butter of her business—allowing her to focus on one offer, deliver exceptional value, and become the go-to expert for medics starting their businesses.
She’s also building scaffolding around the programme:
Referral partnerships for clients who need support before or after her programme
Speaking opportunities to advocate for medics using their skills in new ways
A directory of healthcare-led digital services to help normalise this path
What Jo says about working together
Jo said that Amplify gave her the perfect balance of detailed content and real-time support—something she now tries to bring into her own programme.
“It humanises the whole thing,” she said about the group coaching experience. “It’s okay to cry, it’s okay to find things hard.”
She came in with an idea she’d been sitting on—and walked away with a clear offer, paying clients, and a business model that works around her life.
Want to create your own group programme (and make it work on your terms)?
Whether you’re launching your first cohort or switching to an evergreen model, Amplify will help you build a programme that’s clear, aligned, and scalable.
