Amplify Client Story: Rachel Stuart
Name: Rachel Stuart
Business: Rachel helps students improve all their GCSE results by 1-3 grades by building your executive function
Website: https://mindsetlab.co.uk/
Problem: Running cohort programmes, exhausted by launches, hated marketing
Result: 50 students in her group programme, monthly enrolment cycles with no big launches, 7000 on email list
"I do not want to run my business this way anymore"
Before working with Gemma…
Rachel was running cohort-based programmes and relying on launches to fill them. It worked, technically. But the anxiety and exhaustion that came with it had started to shape how she felt about her whole business.
"I resonated with your messaging around the impact of launching on your nervous system. The amount of effort and anxiety it caused - I just thought, I do not want to run my business this way anymore.’
I hated urgency and the sense that there was countdowns and all of that stress associated with launching - I think it's bad for the coach, but also I don't think it's good for the customer either."
She wanted a steadier rhythm. She also knew her email list and messaging needed work - she had around 500 subscribers and hadn't quite found the language to describe what she did clearly enough to scale it.
The shift
The first step was to shift away from a cohorts to evergreen enrolment - giving her a monthly workshop as a consistent marketing rhythm, opening her group programme for five days after each one, and building a waitlist in between. No more all-or-nothing launches.
The second was a messaging breakthrough. Working on her lead magnet helped her land on clearer language: she wasn't just helping students study better, she was building executive function. That one shift - more precise, more credible - changed how potential clients understood what she offered.
"I used to call it the Skills, Will, Belief Framework. But I didn't explicitly call it executive function. That terminology has been really important for me to more clearly describe what I do."
She also formalised her email strategy, moving to long-form nurture sequences, and ran video ads driving people to a simple free PDF.
What it looks like now
Two years on… Rachel's list has grown from 500 to over 7,000. She has around 50 students enrolled in her programme this academic year and is targeting 70 next year. She's brought in YouTubers to run exam technique masterclasses, which has added variety and perceived value to a programme people stay in for six to twelve months.
Perhaps most tellingly, she's stopped measuring success by whether the launch went well.
"I feel really proud of the marketing. I'm really proud of the programme. And the feedback you get from people sometimes years later - that's what makes it worth it."
She's now looking to bring on another coach to grow capacity without compromising the one-to-one element she knows drives results.
If you're running cohort programmes and dreading every launch cycle, Rachel's story is worth reading. The model she's built took time to refine, but she hasn't launched once since.
