Candice Mason, Managing Director of Masons Coaches and founder of Mother Cuppa, is not your typical entrepreneur. Based in the U.K., Candice has grown two very different businesses, one in the transportation sector and the other in herbal wellness, with one unifying element: the transformative power of business coaching. With the expert guidance of ActionCOACH’s Simon Ellson, Candice evolved from an overwhelmed operator stuck in the day-to-day grind to a visionary entrepreneur who confidently leads two thriving enterprises.
Her story is a testament to what happens when clarity, systems, and personal growth intersect. From the depths of burnout and uncertainty during the COVID-19 lockdown to building a future-focused business empire, Candice’s success proves that great coaching is not just about business, it’s about personal transformation.
From Survival Mode to Strategic Vision
When Candice first encountered business coaching, her family-run transportation company was in crisis. The COVID-19 pandemic had devastated operations, and like many small business owners, she and her husband were working around the clock. There were no holidays without laptops, no time to reflect, and no end in sight. That changed when Simon Ellson stepped in.
Initially skeptical, especially her husband, Candice took a leap of faith and committed to coaching. With Simon’s support, they began to question everything: their daily tasks, their long-term goals, and the sustainability of their efforts. The breakthrough came when they realized just how reactive their business model had become. Coaching gave them space to plan instead of panic, and that mindset shift laid the foundation for everything that followed.
Simon quickly became more than a coach; he was a strategic ally. His hands-on involvement helped Candice navigate the complexity of both day-to-day operations and long-term direction. He didn’t just offer advice but he asked the right questions, offered tangible solutions, and held them accountable. That clarity gave Candice and her husband the confidence to make tough decisions that ultimately turned their business around.
Building Systems, Building Freedom
One of Simon’s first priorities was helping Candice map out every touchpoint in the business. Colored Post-it notes covered her walls as she detailed the roles, responsibilities, and recurring tasks. This visual mapping exercise allowed them to see inefficiencies, assign proper ownership, and restructure their approach.
They discovered manual processes that could be automated, including a booking system that previously consumed a full-time employee’s workload. With Simon’s encouragement, they invested in upgraded software and reduced that workload to just one day a week which freed up both time and budget.
Simon also guided them through creating detailed operations manuals, onboarding systems, and centralized staff resources. These weren’t just tools for training, they were strategic frameworks for empowering the team. As a result, the business became less dependent on Candice and her husband, allowing them to finally take uninterrupted vacations for the first time in a decade.
(Simon Ellson, giving a talk at an ActionCOACH UK event)
A Coach for Every Business, and Every Phase
Candice’s coaching journey didn’t end with Masons Coaches. The confidence she gained through her work with Simon fueled the launch of a second business: Mother Cuppa, a line of herbal teas designed to support women’s hormonal health. This new venture brought with it a completely different set of challenges such as product development, e-commerce, and digital marketing—but Candice wasn’t starting from scratch.
Armed with new decision-making skills and a proactive mindset, Candice incorporated systems thinking from day one. Even before launching, she had mapped out her three- to five-year growth plan and invested in the right tools to scale efficiently. Simon remained by her side, alternating coaching sessions between both businesses depending on where support was most needed. His guidance helped her structure her week, manage conflicting priorities, and embrace a new identity as a multi-business entrepreneur.
Personal Growth as the Ultimate Payoff
Perhaps the most profound transformation has been internal. Candice openly discusses her struggles with impostor syndrome and self-doubt, feelings that once held her back from delegating tasks, embracing leadership, or putting herself forward. Through coaching, she gradually dismantled those limiting beliefs.
Simon recognized her potential before she could. He nudged her out of her comfort zone with a balance of accountability and encouragement, reminding her that leadership isn’t about doing everything, it’s about enabling others to do their best work.
She began journaling, listening to podcasts, and investing in personal development. Over time, the fear of failure gave way to a growth mindset. “If I don’t try, I’ll never know,” became her motto. That shift in thinking didn’t just benefit her businesses; it made her a more confident, resilient individual.
Simon’s impact was deeply personal as well as professional. He provided a non-judgmental space where Candice could explore new ideas, confront her fears, and feel supported without pressure. His coaching style allowed her to stretch her comfort zone, test new strategies, and ultimately develop the confidence to lead from the front not just follow the routines she had outgrown.
Empowering Women in a Male-Dominated Industry
Candice’s success with Masons Coaches has positioned her as a leader in an industry where women make up less than 10% of the workforce. Her reputation and business results earned her a seat on the founding board of Women in Bus and Coach, a new initiative to uplift and support female leaders across the U.K. transport sector.
She credits this opportunity to the visibility and credibility she gained through coaching. “I’ve worked really hard over the last few years on my business and its reputation,” she said. “And that’s put me in a position to give back.”
With Simon’s ongoing support, Candice hopes to mentor young people, especially young women, interested in entrepreneurship. She wants to offer the kind of encouragement and insight she never received in school, where running a business wasn’t even mentioned as a career path.
(Candice Mason)
Legacy Planning and Looking Ahead
Today, Candice has her eye on the future. She continues to use tools like Trello to plan her week, quarter, and year and spends just a few focused hours each month mapping out marketing, operations, and strategic goals. She’s building Mother Cuppa into a scalable e-commerce brand and hopes it will one day become her retirement nest egg.
But more than profits or efficiency, Candice values the peace of mind she’s gained. With Simon’s help, she has created businesses that run without consuming her, a team that believes in the mission, and a roadmap that keeps her grounded yet ambitious.
Her future also includes advocacy. Whether championing women in transport or encouraging the next generation of entrepreneurs, Candice sees her coaching journey not as a personal win but as a platform to pay it forward. It’s this ripple effect enabled by Simon’s thoughtful, strategic coaching that defines the true impact of her story.
Final Thoughts: When the Right Coach Unlocks the Right Potential
Candice’s story illustrates how business coaching can transform not only a company’s operations but also the mindset and confidence of its leaders. Through her partnership with Simon Ellson and ActionCOACH, she went from overwhelmed to empowered, from reactive to visionary.
She now champions coaching as an essential investment and not just for profit, but for personal growth. “Without working with Simon, I think I would’ve been 80 and still buried in our business,” she shared. “He saw more in me than I saw in myself, and that’s made all the difference.”
Ready to build a business that gives you more freedom, clarity, and confidence? Request a free discovery call with an ActionCOACH today and learn how expert coaching, like Simon Ellson provided for Candice, can help you achieve your next level of success.