Welcome to MyTrueNORTH

Who We Are

We are My TrueNORTH Ltd — The Ethical Coaching Company. Everything we do is built around one principle: that you deserve to know exactly what you’re signing up for, what it costs, and what happens if things don’t go to plan. That’s why we ask you to read and sign our Terms before anything else happens.

1. Some Key Terms Explained

The Agreement — the full Terms of Service document, including all three Schedules.

Client — that’s your business. The legal entity entering into the agreement with us.

Key Individual — that’s you personally. The person who attends sessions, engages with us, and signs this document.

Services — everything we deliver: coaching, mentoring and strategic advisory.

Programmes — the specific products you enrol in, as described below.

Materials — everything we share with you: frameworks, workbooks, tools, methodologies, videos, templates and resources.

The #ADDAZERO Methodology — our proprietary approach to helping business owners understand and apply the 8 Rules of the Game — our 8 Universal Rules of Scale.

The 8 Rules of the Game — the diagnostic and developmental framework we use across everything we do.

The 8 Points of the My TrueNORTH Compass — our steering framework that helps you assess where you are and where you’re heading.

Recovery Costs — if you don’t pay what you owe and we have to pursue it, the costs of doing so. More on this below.

2. How We Enter Into an Agreement

We don’t start work, release payment links or book sessions until you have signed our Terms. That’s not bureaucracy — it’s our commitment to doing things properly, for your protection and ours.

When you sign, you confirm that:

• You have read and understood everything
• You have had the chance to ask questions or take legal advice
• You are signing on behalf of your business and in your own personal name — both at once, with one signature

That last point is important. One signature covers both capacities. There is no need for two signatures, and we don’t require them — but the single signature you provide does bind you personally as well as your business. Please read Clause 6 before signing.

3. The Game Changer Event

Game Changer is our live group event. It costs £97 to attend — this is a room investment, not a programme fee.

Attending Game Changer does not make you a client of My TrueNORTH. No coaching relationship begins, and these Terms do not apply, unless and until you choose to proceed to a paid programme and sign this Agreement.

If you do go on to work with us after attending, we may — at our discretion — credit your £97 against your programme fee.

The £97 is non-refundable if you simply change your mind. If we cancel the event, you get a full refund.

4. What We Do — and What We Don’t Do

We provide coaching, mentoring and strategic advisory. We help you think differently, make better decisions and build a business that works without you being in the middle of everything.

What we don’t do: we don’t implement things for you, we don’t give regulated financial or legal advice, and we don’t make your decisions for you. The outcomes you achieve depend on the actions you take.

We deliver most sessions remotely. We carry £1,000,000 of professional indemnity insurance.

5. Our Products and What They Involve

Business Freedom Assessment (BFA): A free diagnostic that shows you where your business sits across the 8 Rules of the Game. You get a written follow-up. It’s free, it creates no obligation, and it doesn’t make you a client.

The Freedom Technique: A 90-minute one-to-one session with Jay. We use our internal Business ScaleUp Assessment (BSU) alongside other tools to identify where you’re stuck and establish your initial Freedom Framework. Fee: £500 + VAT. Non-refundable once booked. If you sign up to Pillars of Progress or A Taste of Freedom within 48 hours, this fee is credited in full against your programme.

Pillars of Progress: 12 sessions over 24 weeks. Focused on building the foundations of a business that can scale and eventually operate without you at the centre of it. Minimum term is 24 weeks — you’re committed for the full term regardless of early exit.

A Taste of Freedom: 12 sessions over 24 weeks. The next stage — focused on advancing your freedom and increasing what your business is worth. Available after the Freedom Technique or Pillars of Progress, or where we advise you’re ready to go straight in. Minimum term is 24 weeks.

Think Tank (Application Only) Our private mastermind for business owners serious about scale, sellability and long-term freedom. Capped membership. You apply — we decide. Minimum term is 12 months. Fees are agreed individually at the point of acceptance and are not publicly listed.

Legacy (Application Only) Our most advanced programme. Bespoke one-to-one strategic advisory for business owners in the later stages of scale, exit planning or succession. Minimum term is 12 months for new entrants. Application and acceptance required.

Price+Package+Profit Formula (Course) A standalone self-directed course on pricing strategy, packaging and profit. The fee is as published at the time of purchase, or as confirmed in writing if a promotional rate applies. Access is for the named purchaser only. Non-refundable once access is granted.

6. Your Personal Liability — Please Read This Carefully

If you are signing on behalf of a limited company, LLP or any other incorporated entity, this section applies to you personally.

By signing this Agreement, you accept personal liability — alongside your business — for:

• All fees and payments that your business fails to pay
• Any interest on late payments
• Any costs we incur chasing what we’re owed

This means that if your business doesn’t pay, we can come to you personally. We don’t have to chase your business first — we can go straight to you if we choose. And this doesn’t go away if your company is dissolved, goes into administration, or changes its legal status in any way.

We’re telling you this clearly because it’s the right thing to do. We are The Ethical Coaching Company. There are no hidden clauses here — this is exactly what it says it is.

7. Our Materials and Your Right to Use Them

Everything we create — our frameworks, methodologies, workbooks, tools and resources — belongs to My TrueNORTH. That includes the #ADDAZERO Methodology, the 8 Rules of the Game, the 8 Points of the Compass, the Freedom Framework and the Price+Package=Profit Formula.

While you’re working with us, you have a licence to use what we share with you for your own business purposes. Once we stop working together, you can keep what you’ve been given for your own personal reference — but you cannot copy it, share it, sell it or use it to train or coach others.

If you do use our materials commercially without permission, we’ve agreed in advance that the starting point for damages is £10,000 per instance. We can also apply for an injunction to stop you immediately.

8. What We’re Not

We are not financial advisers, lawyers, tax advisers or HR consultants. Nothing we say constitutes regulated professional advice. All decisions remain yours.

9. Keeping Things Confidential

What you share with us stays with us — and what we share with you stays with you. Neither of us will disclose the other’s confidential information to anyone outside the relationship without permission, except where legally required.

In group settings — including Think Tank — the Chatham House Rule applies. What’s said in the room stays in the room. Nobody attributes anything to anyone without permission.

10. Your Data

We take data protection seriously. Our full Data Processing Addendum (Schedule 1) sets out exactly how we handle personal data. We may use AI tools to help us work more efficiently — but we will never transfer your personal data outside the UK without appropriate safeguards. If there’s ever a breach that affects your data, we’ll tell you within 72 hours of finding out.

11. Sessions — Cancelling and Rescheduling

Life happens. We get it. Here’s how it works:

• Give us at least 48 hours’ notice, and you can reschedule with no penalty
• Give us less than 48 hours’ notice, or don’t show up — that session is gone. It counts as delivered and doesn’t get added back to your programme
• Exceptional circumstances (genuine illness, etc.) may be considered at our discretion — but this isn’t automatic
• If we reschedule, you lose nothing

12. Fees, Payments and Instalments

All fees are in GBP and exclude VAT.

You can pay in full or by instalments — whichever works for you. But instalments are a convenience, not a way of reducing what you owe. If you stop paying instalments, the entire remaining balance becomes due immediately.

If you miss a payment, we can pause your programme — but your minimum term keeps running and the fees keep accruing.

Interest on late payments is charged at 8% above the Bank of England base rate, calculated daily.

Deposits and the Freedom Technique fee are non-refundable once your engagement has begun.

13. If We Have to Chase You for Money

If you don’t pay and we have to take steps to recover what we’re owed — whether that’s letters, solicitors, court proceedings or enforcement — the costs of doing that are added to what you owe us. They’re not at the court’s discretion. They are a contractual debt, just like the original fees.

This is not a threat — it’s transparency. We do not want to be in that situation any more than you do. But if we get there, this is how it works.

14. If Something Goes Wrong Between Us

If you have a complaint or a dispute, talk to us first. We’d always rather resolve things directly.

If it’s about unpaid fees, we don’t have to go to mediation first — we can pursue that through the courts straightaway.

For anything else, we’ll try mediation before going to court, unless one of us needs urgent legal protection.

15. Ending the Agreement

Fixed-term programmes cannot be ended early for convenience. If you commit to 24 weeks or 12 months, the fees for that period are owed in full.

Rolling arrangements (retainers etc.) can be ended by either of us on 30 days’ notice.

Material breach by either party can end the agreement immediately, but only after giving 30 days to put it right first.

When the agreement ends, the clauses about payment, personal liability, intellectual property, confidentiality and recovery costs all survive. They don’t disappear on termination.

16. A Note on Force Majeure

If something genuinely outside our control stops us from delivering, we’re not liable for that delay. But it doesn’t excuse you from paying.

Signing — What You’re Confirming

When you sign this document, you are confirming all of the following:

1. You are authorised to sign on behalf of your business
2. You are also signing in your own personal name, accepting personal liability under Clause 6
3. You have read and understood the full Terms of Service and all Schedules
4. You have had the chance to take independent legal advice
5. You agree to be bound by these Terms in both capacities — as a business and as an individual

One signature. Both capacities. Fully binding.