"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 (Perth, Australia)

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 help struggling business owners to get back on their feet with strengths. We provide no-nonsense, no BS, down-to-earth professional coaching.’

“If you want to know what to expect working with me, I will block solid coaching session to work with you on your business (real coaching here with real results, bring your notes and lots of coffees) – completely free and no strings attached.”

Fredy Namdin


Coming from business world ourselves, we have spent more than 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 economic 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, economic downturns, management paralysis, and unsustainable price wars to name a few.

In 2013 during one of the crises, we had an opportunity to share the struggle and pain with fellow business owners to navigate the crisis. The conversations ended but we were filled with the desire to work further in the area of professional coaching – helping other business professionals to avoid the pitfall and danger, to walk on the good path.

In late 2015 we decided to shift our own path in business. We learnt that SMEs do not have much professional support when they run into troubles. Such support is often reserved for larger corporations, in particular, due to the nature of its high cost. We understand that the high rate of stress, burnout and closing down among SMEs might be due to this lack of professional support.

These experiences gave us the initial drive to finally establish a service to help other business owners that run into trouble, helping them to persevere and overcome through uncertainty.

FC Hourglass Logo PNG2

Fredy Namdin

Solo and Micro Business Coach | Startup | Survival | Recovery | Turnaround

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

15 years+ Wholesale & Retail Experience

Bachelor of Commerce (The University of Western Australia)
Bachelor of Engineering (Honours) (The University of Western Australia)

ICF Global Members