About
I'm Elena Bostan, a Coaching Business Architect who helps coaches build the business behind the practice
I'm Elena Bostan: Chartered Marketer, MSc, MBA Henley Business School and founder of Grow your VIBE™. I bring over twenty years of commercial and marketing leadership to coaches, executive coaches and consultants.
Learning how to coach and learning how to build a commercially sustainable coaching business requires a different set of skills.
This is the exact problem I've spent the last six years solving, alongside a 25+ year career doing the same for businesses from engineering scale-ups to global tech brands.
MBA
Henley Business School, UK
MSc in Strategic Marketing
Specialised in connecting business with customers
Chartered Marketer
10+ years, Chartered Institute of Marketing
25+ years in marketing leadership
Manufacturing, automotive, engineering and technology
International reach
Located in Bristol. UK. Working with coaches around the globe
My story
Why I work with coaches
I'm Elena Bostan, a Coaching Business Architect and founder of the Grow your VIBE™ programme, where I help coaches, executive coaches and consultants build visible, sustainable and scalable businesses.
I am a Chartered Marketer, with an MBA from Henley Business School, a Master's in Strategic Marketing and more than 25 years of marketing and commercial leadership experience. Before building Grow your VIBE™, I developed brand strategies for multinational organisations, mapped customer journeys for engineering businesses, developed sales programmes for global automotive brands, and led teams and growth initiatives across multiple industries and international markets.
And I loved it.
But something shifted. I kept meeting brilliant coaches, incredible practitioners, people with genuine gifts for transformation — who were struggling to build a business that reflected their talent. Not because they weren’t good enough. Because nobody had ever taught them how to think about their coaching practice as a business.
I founded Grow your VIBE™ in 2020 because I wanted to bridge the gap between learning how to coach and learning how to build a commercially sustainable coaching business. Since then, I have worked with coaches, executive coaches and consultants on the positioning, offers, visibility, sales and business structures that allow their coaching expertise to reach the people it can help.
My philosophy is simple: coaching expertise is essential, but coaching expertise alone does not build a coaching business. Business-building is a discipline in its own right, and coaches deserve commercially grounded guidance that helps them develop that capability alongside their coaching.
Through the Grow your VIBE™ programme, my articles, workshops, talks, speaking engagements and free resources, I share practical strategies designed to help coaches turn their expertise into businesses that are visible, sustainable and built for long-term growth.
“I believe a good business should give you back more than it takes from you. Financial freedom, yes, but also energy at the end of the day and the satisfaction of knowing your work creates real change.”
Elena Bostan
How I work
Strategy first, at a pace you can sustain
Strategy before tactics
We decide who you serve and what you offer before choosing channels or posting schedules.
Evidence over hype
I draw on behavioural economics and the psychology of decision-making, because understanding why people buy matters as much as knowing how to market.
A business that gives back
A good practice should give you financial freedom and the energy to keep going, not take it away.
The thinking behind the work
Why people buy matters as much as how to market
I geek out on behavioural economics, the psychology of decision-making and neuromarketing, because understanding why people buy matters just as much as knowing how to market. In my free time, I read about habit formation and routines.
Behavioural economics
Psychology of decision-making
Neuromarketing
Positive psychology
Habits and routines
My mission
To help coaches build, develop and scale a practice that maximises their impact, with the resources and tools to make it a successful and meaningful business, without burning out along the way.
Business needs to give back, not just take.
A successful practice gives you location freedom, financial freedom and real control over your life balance.
Financial independence without burnout, and without sacrificing your personal life, family or friends.
A business that gives you back the energy to continue and the reward to want to start again.
In their own words
What coaches say about working with me
Elena is warm, engaging and is an accomplished marketing professional with deep insights, and the community she has nurtured throughout the programme has been a wonderful bonus.
Jennifer A.
Executive Coach, Grow your VIBE™ SHINE alumna
The Grow your VIBE™ Mastermind has been quite eye-opening in relation to making coaching a business and what it involves… I think this is the knowledge and conversations every coach who wants to earn money from their coaching should acquire and be part of.
Joanna S.
Executive Coach, Grow your VIBE™ SHINE alumna
Elena provides clear, practical guidance on the building blocks needed to develop a compelling niche and offer for coaches looking to grow their practice, as well as wider topics to support marketing efforts.
Elizabeth G.
Executive Coach, Grow your VIBE™ SHINE alumna
Read all the stories
I'd thoroughly recommend this programme and thank Elena for making it available. The programme design is thorough and logical and covers all the main areas. The content is very good, thought-provoking and also at a manageable level timewise, more or less an hour a week. The participants are all experienced professionals in a range of areas and it's an appropriate level. Each week I get some useful, implementable ideas. I also really get a lot out of the weekly sessions with Elena. She answers all our questions really well and has a great balance of encouraging us, reassuring us and pushing us a bit. It's needed. On top of that I have found my two 1:1s with Elena useful and have been able to go with my specific issues, getting useful feedback. There's also the online community which has potential even if we participants are possibly not exploiting it enough. All in all, great content, delivery, and personal attention. Elena uses her skills both as a coach and marketing specialist/consultant and it's a great combination. Very well worth the investment.
Andrew G.
Executive Coach · Grow your VIBE™ SHINE
Mastermind has given a really helpful structure to the practicality of starting a coaching business. It challenges you to think deeply about what you want to achieve and brings some of the key challenges (e.g. pricing) to life.
Ben L.
Executive Coach · Grow your VIBE™ SHINE
Enjoyable course that covers probably the biggest challenges that a new coach faces: setting up a viable business. As such, it is very valuable. You will be challenged to really think through the commercial aspects.
Chris P.
Executive Coach · Grow your VIBE™ SHINE
I would say you won't regret enrolling into the program, the clarity and structure of the course has been fantastic. The videos are clear and easy to listen to, the community that Elena has created throughout the program is invaluable. Each week there are incremental transformational changes that take place and the impact on how you feel about your practice and service offering grows every week. YOU WON'T regret signing up!
Craig S.
Executive Coach · Grow your VIBE™ SHINE
A course which is filling a considerable void in my knowledge. The Henley PCEC taught me how to coach but did not go anywhere near addressing how we should go about building a coaching business. Elena has gone out of her way to build an extremely thorough guide for coaches who need to understand how they should monetise their skills. Her teaching style is excellent and progressively builds knowledge in digestible chunks. I would highly recommend this intervention for any newly qualified coach who is looking to attract paying clients. Indeed, they should probably embark on this learning journey well before they complete their PCEC. This is a learning journey that should start sooner rather than later! The biggest impact so far for me has been to think about coaching as a business for the first time.
David T.
Executive Coach · Grow your VIBE™ SHINE
It is a great course which helps you to deep dive into marketing and sales for coaching. It gives me confidence, knowledge and tools to build a sustainable, successful business. It is insightful and very valuable.
Elena W.
Executive Coach · Grow your VIBE™ SHINE
Elena provides clear, practical guidance on the building blocks needed to develop a compelling niche and offer for coaches looking to grow their practice, as well as wider topics to support marketing efforts. The environment is friendly and supportive, and the programme is thoughtfully structured, making it easy to access and work through.
Elizabeth G.
Executive Coach · Grow your VIBE™ SHINE
Elena brings clear insight to what to think about when setting up a coaching business. She really gets you to think about your offer, your target customer and how you will reach them. The modules are simple and clear, building knowledge and expertise each week alongside like-minded coaches. The weekly calls bring the coaches together to share understanding and move the group forward. The course has been extremely useful.
Graham H.
Executive Coach · Grow your VIBE™ SHINE
The Mastermind programme has significantly improved my knowledge and confidence around starting a self-employed coaching business. Elena is warm, engaging and is an accomplished marketing professional with deep insights, and the community she has nurtured throughout the programme has been a wonderful bonus.
Jennifer A.
Executive Coach · Grow your VIBE™ SHINE
Mastermind has been quite eye-opening in relation to making coaching a business and what it involves. I've found it helpful and I'm sure it'll help me build a strong foundation for the future success of my coaching practice. I think this is the knowledge and conversations every coach who wants to earn money from their coaching should acquire and be part of.
Joanna S.
Executive Coach · Grow your VIBE™ SHINE
The modules on pricing and LinkedIn were genuinely useful. As coaches we are often more comfortable thinking about our clients than about how we present ourselves. The programme pushed me to get clearer on who I'm for, what I charge, and how I talk about what I do.
Leora S.
Executive Coach · Grow your VIBE™ SHINE
Joining this Mastermind Programme has been a valuable step in setting up my coaching business. The content is thoughtfully designed: practical, inspiring, and never pushy, making it easy to stay engaged and motivated. One of the standout aspects for me has been the tailored 1:1 advice and feedback from Elena. Her guidance feels personal, relevant, and immediately applicable, which has really helped me move forward with more clarity and confidence. I also appreciate the flexibility of the programme. The short, focused videos make it easy to learn at my own pace and fit everything around my schedule without feeling overwhelmed. Perhaps just as impactful is the community. Connecting with others who are experiencing similar challenges and emotions has been incredibly reassuring. It's a space that is equally supportive, inspiring, and a fantastic opportunity to build meaningful connections. Overall, this programme strikes the perfect balance between structure, flexibility, expert guidance, and community support.
Maria R.
Life Coach · Grow your VIBE™ SHINE
Elena is brilliant. She has this way of making you see things differently, and the content is so thought-provoking and actually sticks with you. The best part of the course: the community. We were all learning and sharing with each other the whole time. Starting a business can feel so isolating, but now I feel way less alone. I am growing in confidence and, most importantly, I actually know what to do next to build traction. If you're thinking about joining, it comes with my endorsement.
Nigel W.
Executive Coach · Grow your VIBE™ SHINE
If that sounds like the business you want to build, let's talk
A free 30-minute initial conversation about where you are and what you need.
30 minutes · Online · No obligation
