Lifestyle Tradie

What Lifestyle Tradie does

Lifestyle Tradie Group is a privately held, founder-led Australian trade business coaching company established in 2009 by Andy and Angela Smith out of Mona Vale, New South Wales. The company sells a structured membership-based coaching program built around a four-pillar methodology (Platform, Profit, Marketing, People) targeted at Australian trade business owners in plumbing, electrical, building, roofing, painting, blinds, timber decking, and similar trades. Its offering combines live coaching/support, downloadable systems and templates, and a free 10-minute Gameplan Call as the funnel entry point, supported by free capital-city events ("Stress Free Tradie"), an active Facebook community, and a deep content library (The Tradie Show podcast, multiple free lead-magnet tools, and two published books).

The core product is not a software platform — there is no API, mobile app, or proprietary technology stack. Instead, the underlying "technology" is a codified coaching methodology derived from the founders' 20+ years operating Dr.DRiP Plumbing, which they grew to an award-winning, multi-million dollar business with a team of 17 at its peak. Revenue is generated primarily through recurring subscription membership fees (monthly billing, pricing quote-based and not publicly disclosed), supplemented by free-event lead generation and freemium content tools. GTM is sales-led via direct outreach, content marketing, and events, all distributed domestically across Australia. Notable partnerships include industry bodies (NECA, MPAQ), field-service software vendors (AroFlo, Fergus, ServiceM8, Buildxact), and trade-specific service providers (Buy4Tradies, Tradies Bookkeeping, Simplifi).

The company claims to have coached 13,000+ trade businesses since 2009, positioning itself as "Australia's #1 Tradie Business Coach." It is entirely bootstrapped, with no disclosed external investors, funding rounds, M&A activity, or regulatory actions, and operates with a very lean team anchored by its two co-founders.

Name

Lifestyle Tradie

Legal name

Lifestyle Tradie Group

Website

https://lifestyletradie.com.au

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Lifestyle Tradie is a bootstrapped Australian trade business coaching company founded in 2009 by Andy and Angela Smith, offering subscription membership coaching, live events, a podcast, and free resources to SMB trade business owners across Australia.

Ownership category

akta.pro rank

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Program: Ongoing coaching membership providing systems, structure, support, tools, templates, training and community access for trade business owners.
2. Events (Stress Free Tradie): Free one-day live events across Australian capital cities where attendees receive practical training and take home real business systems.
3. Free Resources and Tools: Free resources including cash flow control sheets, e-books, guides, and tools used as lead generation and marketing.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Lifestyle Tradie sells a subscription-based trade business coaching membership for Australian tradies (plumbers, electricians, builders, roofers, painters and similar trades), built around a four-pillar methodology covering Platform (systems, structure, tech), Profit (pricing, numbers, cash flow), Marketing (better customers), and People (hiring, leadership, accountability). The paid membership is the primary paid offering; it is supplemented with free content such as The Tradie Show podcast, free live Stress Free Tradie events, downloadable tools/templates and books authored by the founders.

Product overview

Lifestyle Tradie is a trade business coaching company offering a multi-product service portfolio centered on coaching programs and free educational resources. The core offering is the Trade Business Coaching service, which is delivered through a membership program built around four pillars (Platform, Profit, Marketing, People). Supporting the coaching are free resources including cash flow tools, planning guides, e-books, and a flagship podcast called The Tradie Show. The company also runs free live events (Stress Free Tradie) and offers books by founders Andy and Angela Smith. The company does not offer a software platform or technical product—the coaching and educational content form the complete offering.

Differentiator

Problem solved

Functional benefit

Brands

• The Tradie Show: Australia's #1 Trade Business Podcast hosted by Andy and Angela Smith, providing educational and entertaining content for trade business owners.

Products and services

• Trade Business Coaching Specialized coaching service for Australian trade business owners across plumbing, electrical, building, roofing, painting, decking, blinds and other trades, structured around a four-pillar framework: Platform (systems, structure, tech), Profit (pricing, numbers, cash flow), Marketing (better customers) and People (hiring, leadership, accountability). Delivered by former trade business owners Andy and Angela Smith.
• Lifestyle Tradie Membership Ongoing (recurring) coaching and support membership providing Australian trade business owners with a clear business roadmap, practical systems, templates, training and access to a community of trade business owners. Quote-based pricing, not publicly disclosed.
• Start Up. Scale Up. Sell Up. (Book) Book by co-founders Andy and Angela Smith covering the trade business journey from start-up through scaling to eventual sale, based on their experience running Dr.DRiP Plumbing for over 20 years.
• Tradie Wife (Book) Book by co-founder Angela Smith focused on the experience and role of tradie wives within trade businesses, complementing the four-pillar methodology with the family/partnership perspective.

Quantifiable outcome

• Revenue growth from $500K to $5M (10x)
• +5 more outcomes

Named customers11 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• NECAcoreStrategic or Co-development PartnerNational Electrical and Communications Association - peak industry body for electrical and communications contractors in Australia. Listed as a trusted industry partner.
• MPAQ (Master Plumbers Association Queensland)coreStrategic or Co-development PartnerMaster Plumbers Association Queensland - industry association for plumbers. Listed as trusted industry partner working alongside Lifestyle Tradie.
• Buy4TradiesminorGTM or Marketing PartnerBuying group for tradies offering trade-only deals on materials, fuel, tools, finance and IT. Featured as podcast sponsor and partner.
• Gotcha4LifeminorOthersMental health awareness organization. Partner shown in logo section supporting tradie mental health.
• Tradies BookkeepingminorGTM or Marketing PartnerBookkeeping service specifically for tradies. Partner shown in logo section.
• SimplifiminorGTM or Marketing PartnerBusiness services partner for tradies. Partner shown in logo section.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Regional players

• ServiceM8: Australian job management app for field service and trade businesses, listed as a Lifestyle Tradie partner. Comparable in serving the same Australian trade SMB base with technology that overlaps the Platform (systems/structure/tech) pillar of Lifestyle Tradie's methodology.
• Fergus: Job management platform built for trade and contracting businesses in Australia and New Zealand, and listed as a Lifestyle Tradie partner. Addresses the same tradie SMB segment with overlapping Platform-pillar functionality (job flow, quoting, scheduling).
• AroFlo: Australian field service management software platform used by trade businesses for job management, quoting and scheduling. A direct technology partner of Lifestyle Tradie, serving the same Australian tradie SMB base with adjacent (systems/structure/tech) pillar offerings.
• Success Tradie: New Zealand-based coaching service for tradies offering systems and business support. Operates in a closely comparable niche (tradies across the ditch) with the same ANZ addressable market dynamic, though focused on NZ rather than Australia.

Direct peers

• Contractor Coach Pro: US coaching and consulting practice specifically built around helping contractors and trades business owners systemise and grow. Comparable in methodology focus (systems, profit, leadership), coaching delivery model, and SMB trade target customer.
• Service Business Mastery: US-based business coaching and mastermind program for service business owners including trades, built around systems, profit, and team development. Closely comparable in offering (coaching membership), target buyer (service business owners), and four-pillar-style methodology focus.
• Blue Collar Millionaire: A coaching and podcast brand serving blue-collar and trade business owners on wealth creation and business growth. Highly comparable in target customer, content-driven authority strategy (podcast-led), and educational product portfolio.
• Tradies in Business: An Australian business coaching brand focused on tradies and home service business owners. Directly comparable in target customer (Australian tradies/SMB), coaching methodology, and subscription-style delivery, and competes for the same podcast, event, and membership audience.

Broad incumbents

• ServiceTitan: US-based field service management software platform serving plumbing, electrical, HVAC and other trades at scale, with embedded educational and coaching content. A larger, well-capitalised incumbent offering adjacent capabilities (systems, training) into the same trade business owner segment.

Emerging players

• Built to Sell: Author John Warrillow's training program and methodology for small business owners on building valuable, sellable businesses. Adjacent in target audience (SMB owners) and outcome framing (business that runs without you / eventually sells), though less specialised to the trades vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LifestyleTradie
• Instagraminstagram.com/LifestyleTradie
• LinkedInlinkedin.com/company/tradie-earn-profit-gain-time

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lifestyle Tradie