Helping Business Owners at a Crossroads Find Clarity, Confidence & a Path Forward

I’m here to help you get unmistakably clear on the future you really want and figure out what you need to stay committed to meaningful change (and thrive yourself too). 

I’m Sarah Daly, and I specialise in helping business owners who are at a crossroads - and are looking to decide to decide whether they Step Up (grow or merge their business) or Step Out (sell, retire, or redefine their role).

For over twenty years,  I’ve collaborated with business owners and stakeholders, starting as an accounting trainee and progressing to a role as an accounting consultant. I’ve helped my clients to grow and manage their financial success, organisational behaviour and improve processes. Alongside this, I’ve worked to help them create cultures of psychological safety and collaboration, where innovation can flourish. 

My Work/Aproach

My approach is rooted in empathy, strategy, and accountability. I support my clients in building businesses that not only succeed but also allow them to live the life they truly want professionally and personally.

I write and speak about culture, leadership, and emotional intelligence in business, because I believe that thriving businesses are built on thriving people.

I challenge the myth of self-sufficiency and help leaders create collaborative, psychologically safe environments where innovation and wellbeing go hand in hand.

You can learn more about how you can work with me here.

Where I've come from

Every moment of my career so far has taken me to this point. Since my very first job in my family’s local business where I learned about customer service, marketing, organisational skills and most importantly, empathy, I have been striving to learn everything I can about how a great business works, and how a great workplace works. 

View my qualifications here.

I have navigated many challenges over the years too - such as bullying, sexism, toxic work environments and difficult power dynamics. But these experiences have only served as further learning and a grounding to help my clients resolve these issues for themselves.

During the first decade of my career, I held roles in companies such as GE Money, PFP Group Ltd and CPL.

Then in 2013 I founded my own company, GroForth. 

Over the course of the next decade I would learn the ins and outs of starting, growing, and selling a business. More importantly, I learned how to hire, fire, build and grow an amazing team and how to create a culture of psychological safety. 

This success then gave me the space to experiment with and hone my processes, striving for new goals in improving the quality of the company’s work - soon reaching a point where I was increasing turnover by 33% year-on-year.

During that time, I also worked with a business coach who helped me reflect deeply on what I wanted next, not just for the business, but for myself as a business owner. That experience was transformative. It gave me the clarity and confidence to sell GroForth and step into a new chapter.



Business has always been part of my DNA. It’s something I live and breathe. But now, I approach it from a different perspective, one that begins with understanding where the business owner wants their life to be and helping them shape their business to support that vision.

Today, as a qualified executive coach, I bring together my lived experience, strategic insight, and emotional intelligence to support other business owners and directors at their own crossroads, whether they’re ready to grow, merge, sell, or redefine their role.

Who I Work With

Doing things the way they’re supposed to be done is not how I work, and it’s not how my clients work either. They’ve seen where things need to change in their industry, how it could be done better, and they’re doing it. But this refusal to sit still and accept the status quo needs to come with another rejection - we have to scrap the idea that we have to do this alone. 

Disrupting your industry or turning your business around is big work - and it’s impossible to see your path ahead clearly when you’re bogged down in poor systems, unclear objectives or old goals holding you steady (or.. stuck..?)

As a business consultant and coach, I bring my unique blend of hard-won business skills and huge emotional intelligence  to help other business owners, professionals and directors create thriving ecosystems where businesses and the people within them can flourish.

You can learn more about how you can work with me here.