Meet Toby Hollington e-commerce Mentor & Coach.

Who the hell is this Toby guy? Do I really want to work with this e-commerce mentor?

Well, let me tell you a bit about myself so you know if you should run or engage with me!

The best way for me to do that is to tell you a bit about my life and why that led me to do what I love: coaching and consulting e-commerce businesses.

How it all began...

It All Started at School

Like a lot of business owners, I didn’t do too well at school. I’m dyslexic (I just had to look that word up. Thank God for spellchecking!). In the late 80s, schools weren’t like they are today.

I was thrown into special classes, for the special kids. Luckily my classmates were very supportive and didn’t laugh at me at all – not! It was very hard and frustrating, so I decided to hide it.

I stopped doing the work and started playing the class clown instead. It was fun making people laugh and giving teachers a hard time (I feel for them now).

Here’s a quote from my final school report that sums it up nicely:

“Toby is limited in academic skills, but he does little to help himself by adopting a lethargic and uncommitted approach in most subjects.”

This guy had a good grasp of the English language. He found a polite way to say, Toby is stupid and lazy! At this point, though, I believed I was stupid and took it on as my identity.

I did manage to pass one exam at school, though. And guess what it was. Business Studies, of all things! Even then I had a flair for business. But I gave up on education. I took a dead-end job in a cardboard box factory with my best friend.

Losing My Mum

Then about two weeks before my 18th birthday, my mum died of cancer. It hit me hard. I felt lost and depressed. I blamed everyone and everything for how messed up my life was.

I had no education, I could barely read or write, I was working in a boring job that I hated, I wasn’t close to my dad and now my mum was gone, and I was still just 17!

I thought life sucked, and I was just waiting for the next bad thing to happen – which didn’t take too long.

It Just Got Worse

Just a few short years after that, I found out I was going blind! Everyone in my family knew but had chosen not to tell me.

I went to the doctor because I was struggling to see at night, and he asked me if anyone in my family had problems with their eyesight. That’s when it hit me. My grandad was blind. Oh no, I had his eye condition. I was going to go blind too!


This news was hard to take, as you can imagine! It completely changed my outlook on life, though. I switched from being a victim to being responsible for my life. I thought to myself:

I can’t wait for life to give me a break, I need to get out there and do it myself!

My mindset shifted from that of being a victim to taking responsibility.

By the end of this my whole belief system had been rewired. I’d smashed my belief that I was stupid and proved my teachers wrong (although, my spelling is still terrible).

I came to understand that the limiting beliefs that I had about my own ability and the identity I took on as a child were far more disabling than any physical disability, like losing my eyesight!

I became fascinated with limiting beliefs and how they hold people back. I wanted to help other people smash their limiting beliefs.

Helping Business Owners

I ended up working in an accounting practice. I really enjoyed working with business owners, and really enjoyed learning. Then I went to my first business seminar.

As I sat in the seminar listening to the speakers, I knew this was it. This was what I wanted to do. This was how I could help people. I could help business owners smash through their limiting beliefs and improve their business.

Starting your own business is a huge step in taking responsibility of your own life. I wanted to help people who were willing to take that step.

20 Years of Coaching and Growing

During my career, I have become an NLP Practitioner and continued to study business success, devouring hundreds of business and personal development books and spending thousands of dollars on personal development courses.

I have now spent the last 20 years working with business owners from many different industries and have helped them grow their businesses in ways they didn’t think possible. Here are just a few examples:

The 21-Step E-Com Business Success Checklist

Download the 21-step checklist that includes the fundamental steps to significantly improve your odds of being successful.

Book Your Discovery Call

The best way to find out if business Coaching could help your e-com business is to start with a quick discovery call.

During the call, we’ll see IF and HOW I could help you with your e-com business and answer your questions about coaching.

If we both agree there’s a good fit, we’ll then book a free introductory business coaching session where you can take coaching for a test drive to see if it could help you.

Click below to book your 10-minute chat to get started.