#40 The Financial Habits Every Gym Owner Should Start Today (w/ ESG)

In this episode, Stuart interviews Emma Storey-Gordon (@esgfitness & @afmentors) about personal finance, investing, pensions, and financial freedom for PTs and gym owners.Emma's core message is simple: Financial freedom isn't about getting rich quickly. It's about creating security, options, and peace of mind through consistent, boring financial habits.She explains why coaches should stop ignoring money, start building emergency funds, contribute to pensions, invest regularly, understand tax basics, and educate themselves on personal finance rather than outsourcing all responsibility to accountants or financial advisers.The conversation covers:Building a 3-6 month emergency fundThe "Coffee Match" investing habit (£1-£5/day invested automatically)Why pensions are often overlooked by PTsISAs and tax-efficient investingAvoiding lifestyle creep as income growsWhy financial freedom beats flashy purchasesThe impact of inflation on savingsWhen to hire an accountantRecommended books including The Psychology of Money and Die With ZeroEmma's goal of becoming financially independent by 30 and how she achieved itOverall, it's a practical guide to the financial habits most coaches wish they'd started 10 years earlier.Find out more about ESG:Instagram: https://www.instagram.com/esg_afm/