You Don’t Get a Methodology. You Get a Partner Who’s Actually Lived It.
I’m Pete. I work with SME founders and CEOs in the UK and abroad, remote — who are the bottleneck in their own business, or new to the top job and finding their feet.
No slide deck. No proprietary framework. You talk. I listen until I’m useful then I say what the people around you are too close to say.
These Aren’t Beach Break Problems
I’ve surfed beach breaks for years. Sand underneath. Forgiving. You wipe out, you tumble, you come up.
Reef breaks are different. Inches underneath you is sharp coral that doesn’t move when you do. I’ve surfed reefs I had no business surfing alone and on those days, I went with someone who knew that water completely. When they said go, I went.
An acquisition. A restructure. A team that isn’t working. These aren’t beach break problems. Wiping out has consequences.
You make the call. But you don’t make it alone.
Who This Is For
You’re the bottleneck. Nothing moves without your sign-off.
Your team is busy, not clear. They’re working hard, just not always in the same direction and it looks like underperformance when it’s really guesswork.
You’re new to the top job. You need confidence fast, without pretending you have all the answers.
10–100 person businesses. UK and international. Always remote.
You don’t need to work harder. You need to be clearer. Not perfect — just clearer.
A Safe Space for Leaders
Being the boss can feel lonely sometimes. We get it. With WaveRide Coaching, you’ll always have someone in your corner—ready to listen, cheer you on, and guide you through the tough stuff.
Proof, Not Promises
A client was bottlenecking his own acquisition, every document had to be perfect before anyone else touched it. Weeks of good conversations, real progress in theory.
Then I stopped asking and said: “Show me the strategy overview. Whatever state it’s in. This week.”
Within a day, his team had clear direction. He walked out of the document and back into the acquisition, where he belonged.
Another client’s website listed nothing but technical capability — not one sentence about the client’s problem, or what life looked like after working with them. One question changed it: “What if you rewrote this entirely for your client, not your team?” Sales increased. He and I were later invited to a Be the Business event at the Houses of Parliament as a result.
Meet Pete
20 years mentoring leaders. The last 10 coaching SME founders and CEOs specifically, the kind of decisions that don’t come with a manual
What Happens Next
A free conversation. No pitch.
A plan built around your business. Not a template.
Real sessions. 90-minute video calls, ongoing.
Support between sessions, when something can’t wait.
Investment starts at £600/month.
What his clients say
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“His ability to listen carefully, size up a situation instantly, and offer practical actions to overcome any challenge has proven invaluable. Whatever you want to achieve — choose Pete.”
Charleh Dickinson, Managing Director
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I was mentored by Pete for approximately 18 months. Throughout the sessions we had, Pete was always supportive and a great listener when I had problems I needed to discuss, allowing me to talk freely. Whenever an immediate challenge arose, Pete was always on hand to offer support, even if this was outside of his scheduled session. Working with Pete allowed me to grow into my new role. On reflection from when we started, I feel much calmer and controlled to deal with my role.
Chris Gorman, CEO & Co-Owner
Still the Bottleneck? New to the Role? Something Not Sitting Right?
Message me directly — I read and reply myself, no sales team, no handoff. Takes two minutes to send. Costs nothing to find out if this is the right fit.