HELLO! I'M EMMA HINE
If you're working hard, doing all the things, and still wondering why it's not translating into the money and the life you imagined, you're in the right place.
Most strategists tell you to do more. I do the opposite. I'm a Business Growth Strategist and mentor, and I help established business owners make more money by doing less, cutting the noise so you keep only the few things that actually work.
But before we talk about what I do, let me tell you who I am. Because in my world that matters more.
I'm a mum to 3 brilliant girls and a nanny to 3 more. I'm married to Adrian who's been by my side since 1990, and who I wouldn't be here without, in more ways than one.
I love sunshine, a glass of fizz, good food, and jumping on a plane to somewhere warm. I can't stand snobbery. And I'll never, ever go camping.
I built a business the hard way first. And then I built it the right way. Everything I do comes from living both versions.
THE EMMA WAY...
Everything I do is built around four principles The Emma Way. I call it LIVE because that is exactly what it's about. Not just building a business. Actually living.
L - Love. Always with love. The warmth, the heart, the honest push when you need it. Everything I do comes from a genuine place of care for the people I work with.
I - Integrity. Keep it real, always. No hype, no telling you what you want to hear. Just honest, straightforward support from someone who means every word.
V - Vision. Just because you can it doesn't mean you should. Every decision gets passed through the vision filter first. Is this aligned with the life you actually want?
E - Energy. If I don't enjoy it I don't do it. I protect my energy fiercely because I know what happens when I don't. And I only do work that lights me up because that energy is what makes everything I touch so powerful.
These are not aspirational values I'm working toward. They are how I have always worked. They are what makes working with me feel different from working with anyone else.
THE EARLY YEARS
“You'll never make anything of yourself”
A teacher once told me I'd never make anything of myself.
I was 16, already a mum, not the stereotypical high achiever. Not the kind of student anyone was betting on.
Maybe he thought he was being realistic. Maybe he thought he was doing me a favour. Either way he was wrong. And honestly, those words became some of the most useful fuel I have ever had.
Because I have never needed anyone's permission to build something. I have just needed the belief that it was possible. And despite everything, I always had that.
THE CAREER
I tried it but it wasn’t for me!
I spent 14 years in the corporate world working for one of the UK's largest building societies. I worked my way up quickly and by the time I left I had a title so long it took up 3 lines on a business card.
They were a great company. I learned an enormous amount. But I never quite felt like I fitted. A square peg in a round hole. Too much red tape, too many people in every decision, not enough freedom to just get things done.
I wanted more. More flexibility. More autonomy. More me.
So in 2006, alongside my husband Adrian, I launched an online card and gift business. This was my escape. My chance to finally be the CEO of my own life and build something on my own terms.
It did not quite go the way I planned.
THE MONSTER
My first 7 figure business...The monster!
The business grew. Really grew. 7 figures. On paper it looked like everything I had ever wanted.
But behind the scenes it had become something I didn't recognise anymore.
Every waking hour was the business. Every conversation was the business.
Wherever I went my laptop came with me. Holidays, weekends, Christmas. The business was always there, always demanding more, always winning.
I hadn't built a business. I had built a monster. And it was consuming everything.
The hours got longer. The pressure got heavier. And somewhere in the middle of all of it I lost myself completely. I hit a point so dark I did not want to be here anymore. My husband Adrian walked into the room at exactly the right moment. He saved my life without even knowing it.
I will always be grateful for that.
Something had to change. So we did the hard work of rebuilding from the inside out. We made strategic changes that we knew might cost us revenue. But we also knew they had to be made.
The monster was tamed.
And I finally started to breathe again.
THE REBUILD
Time to start again...
In 2021 I started again. Properly this time.
Not with a new business idea or a shiny strategy. With myself. I invested in my mindset, worked through the fear of getting it wrong again, and got reacquainted with who I actually was underneath all the years of hustle and noise.
And then I built something completely different.
This time the business was designed around the life I wanted. Not the other way around. One core offer. Simple systems. Messaging that sounded like me. A way of working that felt sustainable, profitable, and genuinely enjoyable.
I stripped everything back and focused on what actually mattered. And it worked.
Not just financially. In every way that counts.
I developed what I now call the SIMPLE SCALE framework.
5 steps that help established business owners cut through the noise, make the money they know they are capable of, and build a business that supports their dream life instead of consuming it.
Everything I teach is something I have lived. The clarity before strategy. The stripping back before building up. The vision before anything else. The one thing at a time.
I did not learn this from a book. I learned it from building the wrong business first and then building the right one.
That is why it works.
...AND NOW
Life looks so much different...
Today I run a business I genuinely love. Not because every day is perfect but because it is built around the things that matter most to me.
I work with established business owners who are done with the noise and ready to build something that actually works. I help them strip back the complexity, find their focus, and make the money they know they are capable of. Without burning out. Without sacrificing the life they are building it all for.
I do this through The Simplicity Club, my membership community for business owners who want simple strategy and real momentum. Through Simply Revenue, a focused 3 month container for getting one clear offer out there and selling. Through Simply Yours, a full bespoke day with me for those who want to go deep and move fast. And through The SCALE Mastermind, my 12 month programme for established business owners who are ready for the full transformation.
Every offer is built around The Emma Way. Every client relationship is built on honesty, warmth, and the belief that business should support your dream life not consume it.
I've lived both versions. I know which one I am building now.
And I know which one I want for you too.
THE REMINDER THAT CHANGED ME FOREVER
And then life reminded me why all of this matters.
Since rebuilding I have faced things that no business strategy could have prepared me for. Loss that stopped me in my tracks. Grief that changed me in ways I'm still discovering.
But those experiences did not shake my belief in this work. They deepened it.
Because when life gets hard, and it does for all of us, having a business that is simple, sustainable, and genuinely yours is not just a nice thing to have. It is everything. It is the thing that holds when other things fall apart.
That is why I do this work. Not just because it makes business sense. Because I know from the inside out what it costs when your business and your life are not aligned. And I know what it feels like when they finally are.
LIFE OUTSIDE OF WORK
My personal life!
Outside of the business I'm a mum to 3 brilliant girls and a nanny to 3 more. Yes I know I do not look old enough. But remember the early years chapter.
I've been with my husband Adrian since 1990. It took him until 2011 to make an honest woman of me. I'm clearly rubbish at dropping hints.
I love sunshine, a glass of wine, good company, and jumping on a plane to somewhere warm at every possible opportunity. I like a bit of luxury but I cannot stand snobbery. Whether you wear muddy wellies or designer heels you're welcome in my world.
I am at my happiest when I am surrounded by the people I love most. Family, friends, good conversation and plenty of laughter. That is my version of a perfect day.
And if you're thinking about inviting me camping, please don't. That is a hard no!
A little more about my experience...
I'm a Business Growth Strategist with over 30 years of experience spanning corporate management, building a 7 figure business from the ground up, and supporting hundreds of established business owners to simplify and grow.
I'm the author of The Calibrated Life, a number one bestselling book that has helped thousands of people reconnect with what actually matters. The book is currently being updated and will be relaunched later this year.
I host the Simple Business Dream Life podcast, sharing honest conversations, practical strategy, and real stories from business owners who are building things their way.
I speak at events and host my own, including The Growth Event, my signature annual gathering for business owners who are done with the noise and ready to build something that actually works.
And I run The SCALE Mastermind, Simply Revenue, Simply Yours, and The Simplicity Club. Four offers built around one clear philosophy. The Emma Way.
Ready to find your path?
If something on this page has made you think she gets it, I would love to help you figure out what your next right move looks like.
Whether you're just starting to simplify, ready to get your core offer selling, want a full day with me, or are ready for the complete 12 month transformation, there is a place for you here.
And if you're not sure where to start, that is completely fine. That is what the Start Here page is for.
