MEET DARCY

Case Study: Darcy Shewell

Personal Trainer & Massage Therapist

The Challenge

When Darcy first connected with My Finance Coach, he was juggling a growing massage therapy business alongside his established personal training work. While passionate and motivated, Darcy was running his business off the back of his iPhone calendar, accepting cash and bank transfers—and frequently chasing up late payments.

His massage setup was makeshift—just a corner of a gym—and he was also managing sessions at another gym location, where he taught group fitness classes. The chaotic schedule made cancellations and re-bookings hard to manage, often leaving gaps in his day and causing inconsistent income.

The Support

Darcy openly admitted he wasn’t tech-savvy, so I stepped in to research and implement an online booking system tailored to his dual-location business. This allowed clients to easily view his availability for both massage and training sessions, and enabled automated cancellations, reschedules, and booking confirmations.

We also added a 50% late-cancellation fee to help protect Darcy’s time and income, ensuring he was fairly compensated when clients cancelled on short notice.

The Strategy

With the fitness and massage industry being naturally inconsistent—clients often book in bursts and disappear during quieter periods—Darcy needed a buffer. I introduced him to basic budgeting and income forecasting, showing him how to:

• Set aside money for slower seasons like winter or school holidays

• Allocate funds for income tax and superannuation

• Understand if and when he needed to register for GST

Previously, Darcy would spend freely during busy weeks and struggle during quiet ones. Through our coaching, he learned to smooth out his cash flow and run his business with greater financial awareness and control.

The Result

Darcy now operates with more confidence and structure. His booking system works for him, not against him. Payments are streamlined, gaps in his schedule are reduced, and he’s building a more financially sustainable business—without the stress.

Want results like Darcy's? Let’s chat about how practical financial coaching can help your business thrive.📩 justin@myfinancecoach.au