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“Life Practice super-coach Mark Shields and CAM magazine editor Simon Martin trigger the inspiration and motivation you need to take action towards your dream goals. Read this book and you will KNOW you can do it.”

Business Book UK NO1 Business BibleThe Book

  • Set Yourself up for Success

  • Build the Rewarding Practice of Your Dreams

  • Follow the steps of a Proven System

  • Suitable for All Wellbeing Practitioners

The CAM COACH is aimed at and will add value to every type of Complementary and Alternative Health Business in existence today. The key principles are the same for us all

So whether you are a Nutritional Therapist, Holistic Therapist, Medical Herbalist, Hypnotherapist, Personal Trainer, Energy worker, Psychotherapist, Naturopath, Acupuncturist, Chiropractor, Osteopath NLP Practitioner, Counsellor, Therapist, Reflexologist, Yoga Teacher, Private GP, and many more……..The Cam Coach will show you how

We are delighted to confirm that the CAM COACH book is now part of the many Nutritional Degree “essential reading” lists for students at various universities and colleges throughout the UK and Ireland.

Read the  Holistic Therapist Magazine’s book review: The CAM Coach

The Birth of the CAM Coach

Many people would have said I had it all. A house on the hill, sea view, boat in the harbour, great job, a wonderful  wife and family and to top it all I lived on the Channel Islands. If that doesn’t top it all I had a six figure salary, riches beyond my wildest dreams – or so I thought.

I was the Head of a well-known bank and we were achieving great results, I worked with a great team of people and life was good; how much better does it get than that? I had recently been awarded the bank’s prestigious Manager of the year “Best of the Best” award, which had been a great achievement and honour, as well as, a complete surprise at the time. My wife had a job at the local Heritage Trust, my daughter was at the local nursery and my son had just been born. Nothing could have been better.

I just had one big problem.

I was bored.

No, really bored.

Really, really bored. So bored I felt guilty every day I went in that I didn’t deserve the money I was being paid.

I was 38 years old and had achieved everything I had set out to achieve. I had two great Personal Assistant’s that did everything for me from booking my flights to taking notes at meetings I attended and even writing my emails, and to top it all, my sector of the bank was achieving every target we had been given, several times over. I needed a change, a challenge, something that would in some bizarre way allow me to once again face the challenge and excitement I had got in the past when climbing that corporate ladder.

I cast my mind back to the beginning, some 22 years before.

There I was at 16 with my mother in British Home Stores, buying my first business suit. It was grey and I also got a maroon stripy tie; my mother loved it, I hated it, especially that maroon tie. I hoped none of my friends could see me. It was my first job interview with one of the major 5 high street banks. I felt confident, I had my five “O”  levels, been told I was good at admin, so what could go wrong? After all, I was only going for the job of filing clerk.

Somewhere along the way the new grey suit, or it could have been the tie, let me down and I was rejected. A young lady in a very smart red jacket got the job. She certainly didn’t get her jacket from BHS. They thought she had more to offer; I am sure she did. I was devastated, but always remembered my first experience of not getting that job. It wouldn’t happen again, especially not with that bank, and I was relentless about one day putting the record straight.

That bank remained in my sights for years to come. Ironic then that I ended up running a major sector of that same bank 22 years later, still with the same 5 “O” levels, but they didn’t seem to matter anymore – nobody seemed to care.

Back to present day: the grey suit, girl in the red jacket and stripy maroon tie seemingly a long way off. It was one of those lazy summer days in the Channel Islands. I was in the kitchen when my wife Karen appeared around the fridge door in a state of both panic and delight. “It’s him again, that guy on tv who can do everything, the Life Guru!”.

I knew who she meant straight away and the fact he was blessed with film-star looks definitely held Karen’s interest.
“Everything?”, I repeated to myself. I cautiously entered the lounge and there he was, the man that supposedly does everything, film star looks and all. He was in full flow, helping a very frightened looking groom get over his wedding nerves. The more I watched the more intrigued I became. I was watching a programme called The Life Guru; the star of the show was somebody called Alistair Horscroft, a Life Coach and NLP Practitioner who had been plucked from obscurity to star as the show’s expert and host.

My earliest memories of  the world of Complementary and Alternative Medicine  was watching  Alistair that day being interviewed on the tv, talking about another patient he had cured, another challenge he had overcome, and another miracle he seemed to have performed. I remember he looked as amazed as everyone when changing yet another person’s life forever, and he simply stated that the power of the mind was incredible and anything was possible. Or words to that effect.

Here was a man who was incredibly successful, often someone’s last resort, and he seemed to offer the miracle cure time and time again. He had his own TV show to prove it. The Life Guru was featured every week, helping all sorts of people, with all sorts of fears and phobias.

I vividly remember watching the great man that day, and wondering exactly how he did the amazing things he did, how he had so much knowledge about the mind, nutrition and his whole holistic approach to mind and body fitness.  That was it. I had to meet this guy and find out how he did the wonderful things he did. He lived in Sydney,  but just happened to be flying to London to run an NLP, Hypnosis, and Coaching course at the end of the year.

Seven years later and the rest is history. Alistair and I remain firm friends to this day. The Life Practice was born and our business has enjoyed unprecedented success.  Between Karen & I, we run a successful clinic at our practice, as well as, business coach and mentor thousands of Complementary and Alternative Medical Practitioners all over the world.

In addition we have our own certified and accredited training courses designed specifically to provide a way for our students to obtain the skills, knowledge and confidence required to become wellbeing practitioners themselves and forge an exciting future for themselves in the CAM industry.

With products in Waterstones, a regular slot on BBC radio as their resident Life Coach and a growing team of Associates opening Life Practice Offices all over the UK, life is fantastic and wonderfully challenging and unrecognisable from my days at the bank.

As a business we have always featured heavily in the media and it was in this way, quite by chance, I met my writing partner Simon Martin. Most of you will know Simon as the Editor of the fabulous CAM magazine, but few will know he is also trained as an NLP and Life coach and has used his knowledge of NLP, Nutrition and other CAM modalities to become a world champion masters athlete.

Simon and I hit it off immediately and we agreed I should write a monthly column for CAM, the theme of which should be helping fellow practitioners achieve success in their respective CAM businesses. Practitioner Proficiencies was born and is still running to this day.

Both Simon and I shared a concern of how difficult it appeared to be to run a successful CAM practice. We jointly researched the results and found to our dismay that around 65% of CAM students finishing their courses, even degree courses, didn’t make it into practice and of those that did many failed in the first 12 months.

The frightening comparison, if this isn’t scary enough, is between a complementary practitioner’s first year in business compared to a business start-up in a different industry: 20% more CAM practices fail in their first year than in other business start-up areas. We felt we had a duty of care to try and do something about this, as we both believe totally in the importance of complementary and alternative medicine. So the CAM Coach concept was born and the book was to follow.

Within the context of the book you will notice we may refer to your particular therapeutic discipline in an obscure way or perhaps even not at all. Let me reassure you this book is aimed at and will add value to every type of CAM business in existence today. The key principles are the same for us all. So whether you are a Nutritional Therapist, Medical Herbalist/Phytotherapist, Hypnotherapist, Personal Trainer, Energy worker, Psychotherapist, Naturopath, Acupuncturist, Chiropractor, Osteopath or whatever, we refer to you all as CAM practitioners, therapists, and coaches.

Simon refers to me as the business and financial brain, as he is self-admittedly “rubbish” in those areas. I’ve held nothing back in the book. I’m sharing all of my secrets on how to set up and run a successful alternative medicine business. These are secrets, strategies and key principles that have actually been used successfully in the field over the last 7 years with thousands of clients, practitioners and students and have proved to work. Not only work, but work well and deliver outstanding results.

By reading this book and adopting the principles in it you are what we call in the NLP world, “modelling success”. Copying and adhering to key principles that actually work. Not subjective theory that someone somewhere thinks is a good idea, but proven business strategies that not only work, but work well.

It’s not practice that ensures good performance, but perfect practice that ensures perfect performance – “the difference that makes the difference”, as I call it.

I would strongly urge you to read this book with an open mind. Don’t be afraid of trying something new – it’s quite normal to be nervous; we are all afraid of what we don’t know. What we can say for sure is that if you always do what you’ve always done, you’ll always get what you’ve always got.

Wishing you enlightening reading, in the hope that the knowledge contained within these pages will take you and your business to a new and exciting level of personal success for you and your clients.


“Life Practice super-coach Mark Shields and CAM magazine editor Simon Martin trigger the inspiration and motivation you need to take action towards your dream goals. Read this book and you will KNOW you can do it.”

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“Life Practice super-coach Mark Shields and CAM magazine editor Simon Martin trigger the inspiration and motivation you need to take action towards your dream goals. Read this book and you will KNOW you can do it.”