"The time with Fredy was extremely valuable for me. Fredy did a good job of listening, understanding, and summarising the issues I am facing in my work. Fredy allowed me to set the lead with our time while also asking insightful questions that drew out deeper reflection and helped me to choose ways forward. I would recommend Fredy's services to people looking for a coach." –Paul Whitfield (City Bible Forum)

About Us

“Fredy is a thoughtful, experienced, and empathetic person who I was fortunate to find. We’ve been working on my company’s Marketing, Financial Models and Human Resources and Fredy has given me invaluable insights and feedback into overall corporate strategy. I’m feeling more energised, wide-eyed and confident now! Thanks Fredy, I look forward to our next sessions.” – Luke Lau (HeyGenius – Sydney, Australia)


“I specialise in deep coaching for developing business survival capabilities. I work mainly with SME owners aged between 30-50 with growing family, helping them to go through and overcome tough times in business”

Fredy Namdin


Coming from business world ourselves, we had spent almost a decade crafting a humble business-to-business distribution company in Perth, Australia. Our business years in industrial-mining distribution have blessed us tremendously with good lifestyle and few modest investment properties.

… but it wasn’t always sunshine and rainbow.

From early 2008 to 2017 we went through multiple crises and came out the other end a bit wiser. The Australian currency collapse in 2008, the great economy crisis in 2008-2009, and the Australian mining downturn that started in 2011.

We understand how challenging daily life can be in running a business. The constant pressures and the many head-spinning decision makings. While we try to make the best strategic moves, more often than not we just don’t have the time to sit and think about it. And even if we do, we need to be careful not to create the illusion of certainty through data analysis and insights in the world of uncertainty where everything is simply – uncertain.

We learnt to recognise different forces that shape, shift, and set businesses. Things such as very large competitors, economy downturns, management paralysis, and unsustainable price wars to name a few.

We also learnt to understand the importance of building a credible and trustworthy business while still being prudent and sharp.

In 2013 during one of the crisis we had an opportunity to share the struggles and pain with fellow business owners to navigate the crisis. The conversations ended but we were filled with desire to work further in the area of business coaching – helping other businesses to avoid the pitfalls and dangers, to walk on the good business paths.

In late 2015 we decided to shift our own path in business. We fine-tuned our business direction with a renewed vision to help other businesses to build strong-persevering companies. These are companies who will continue to do business even in the worst of times. They are the ones who will survive and triumph over those who give up along the way.

We want our clients to have companies with rock solid foundations and excellent reputation of integrity and trustworthiness. Businesses that have clean and transparent governance and paramount loyalty from their employees, customers, and suppliers. Resilient companies with extraordinary survival capability in hostile environments.

We help them to calibrate their strengths and perspectives in business, to refine decision makings, to filter out bad strategic moves, to stay on the right target.


Fredy Namdin

Business Survival & Turnaround Coach | Strengths | Resilience | Perseverance

Professional Coach – ICF ACTP (Life Coaching Academy)
Certificate IV in Life Coaching (Life Coaching Academy)

Bachelor of Commerce – Strategic Management & Finance (The University of Western Australia)
Bachelor of Engineering (Honours) – Operational System & Control (The University of Western Australia)

ICF Global Members