Over 15 years ago, David Whitehouse launched Pure Staff, a recruitment agency with a simple ethos: deliver fast, dependable solutions to clients, invest in employee growth, and share success through local philanthropy. Under David’s leadership, the company soared to £14 million in annual turnover, demonstrating a strong culture of trust and personal commitment. Yet David sensed more potential waiting to be unlocked: he wanted to surpass his existing achievements, expand his philanthropic work, and create a true organizational structure that would allow the business to thrive without his constant supervision.
That’s when he met Anu Khanna, a business coach from ActionCOACH, through a local networking event. David initially dismissed the idea of needing external guidance. “I thought coaches were for failing businesses”. But after a few direct conversations with Anu, he realized that even a stable, profitable firm like Pure Staff could reap substantial rewards from structured coaching. “She opened my eyes to how we could reorganize around short-term goals, accountability, and data-driven decisions,” David says. “If we wanted to reach new revenue milestones while also donating to charity more frequently, we needed fresh systems, a deeper leadership bench, and someone to keep us consistently aligned.”
Founders’ Background & Initial Challenges
Before establishing Pure Staff, David worked at a national recruitment agency, growing disillusioned with what he saw as rigid policies and an unsatisfying workplace culture. Driven by the desire for a more dynamic approach, he built Pure Staff around quick decision-making, empathy for clients, and robust employee support. The formula worked, fueling a consistent fall in turnover and the addition of new branches.
Despite these successes, David noticed cracks when the company grew beyond a certain size. He was constantly drawn into day-to-day crises and rarely took extended breaks. The philanthropic side of the business also felt limited. While the firm contributed monthly checks to local charities, David envisioned a broader philanthropic scope, perhaps sponsoring multiple charities each month or facilitating group volunteer events. “We had loyal customers, stable finances, and a philanthropic mission,” David notes, “but we weren’t structured enough to jump from £14 million to £25 million or £50 million, or to meaningfully up our charity game.”
Enter ActionCOACH and Anu Khanna, whose external perspective and hands-on coaching style appeared tailor-made for David’s needs. Initially, his management team and staff questioned the necessity of formal coaching; after all, they weren’t failing. However, David believed the real risk lay in plateauing or letting the team burn out without ever reaching the scale he envisioned.
The Decision to Work with ActionCOACH
David’s first encounter with Anu was at a networking event aimed at local entrepreneurs. He had politely avoided similar gatherings in the past, wary of hearing the same old cliches about synergy and best practices. But something about Anu’s directness resonated with him. In their early chats, she asked tough questions: “How often are you reviewing your top clients? How are you systematically increasing your monthly charity donations? Are you operating in reactive mode, or do you have a 90-day plan?”
On top of those questions, she pointed out that the firm’s success might actually be obscuring deeper inefficiencies. David recalls, “She basically said, ‘You’re succeeding in a big way, but you’re also leaving money on the table. The philanthropic outflow is good, but there’s a bigger philanthropic opportunity you’re missing.’”
David took the leap, introducing Anu to his management team. Their reaction was lukewarm at first, but eventually, they recognized the opportunity to refine their roles and reduce daily friction. “We saw we needed a blueprint and accountability,” David says. “And with Anu’s approach, each of us had to commit to specific steps, no more indefinite good intentions that never materialized.”
Anu’s Role and the ActionCOACH Approach
Anu’s coaching style revolves around two core elements: methodical goal-setting and continuous accountability. She believed that while Pure Staff had an admirable culture of trust, it needed a more explicit structure to channel that trust toward measurable short and long-term improvements.
Short-Term Goal Cycles
The first major overhaul involved shifting from an annual or ad-hoc planning method to 90-day cycles. Each department head, ranging from the operations director to regional managers, worked with Anu to define specific, achievable goals. Every quarter, the leadership convened to review outcomes, address issues, and establish new targets. Weekly or monthly check-ins ensured that progress stayed on track. This cycle replaced what David calls “drifting mid-year,” a pattern in which big projects lost steam after initial enthusiasm.
Collective Leadership Meetings
Previously, David and his operations director held separate monthly or bi-monthly one-on-ones with each regional manager, often duplicating efforts. Under Anu’s guidance, the entire leadership team started meeting weekly or monthly as a single unit. The finance director’s presence became crucial: it allowed real-time financial feasibility checks on prospective changes, from new office leases to updated philanthropic budgets. “We can’t hide behind personal biases in that room,” David says. “Anu taught us that collaborative decision-making is faster when it’s data-driven and involves all key players.”
(Coach Anu Khanna working with business owners in the UK)
Elevating Accountability
Anu insisted on a consistent accountability framework. David lists tasks for himself, just like his managers do, and each item is assigned a deadline. If someone fails to complete an action step, they have to explain why. This dynamic, David observes, fosters a sense that everyone is “in the trenches together,” even though they have distinct roles. “I can’t tell you how many times I’ve had to say, 'Yep, I dropped that ball. I’ll fix it by next week.'"
Philanthropic Engagement
Anu also underscored how philanthropic engagements could weave into daily business targets. Instead of viewing charitable work as a peripheral feel-good element, David learned to structure it like any other project: with clear goals, responsibilities, timelines, and outcomes. This vantage point made monthly contributions more strategic, enabling staff across the firm to champion various local charities, leading to deeper involvement in fundraising events.
Specific Wins Under Anu’s Coaching
Client Prioritization and Revenue Growth
Perhaps the most striking example of the impact of coaching came when Anu analyzed Pure Staff’s client portfolio. The top 60 accounts drove most of the revenue, yet the company also served 800+ smaller accounts demanding disproportionate attention. By focusing on the top segment and crafting automated processes for small one-off deals, the agency improved margins while preventing staff burnout.
Staff Morale and Loyalty
David’s philanthropic ambition resonates with staff who participate in events like holiday outings for underprivileged children and local “fun runs.” Under Anu’s advice, the company structured these charitable projects so employees could volunteer hours without impacting critical recruitment tasks. The combination of giving back and having a structured work environment increased staff morale, leading to lower turnover in a challenging labor market.
Executive Decision-Making
David has come a long way from the days of top-down directives. Now he slows down, collects input from managers, and references data rather than gut feeling. Another key milestone was implementing an “alternate Fridays off” policy for some staff, which, under normal circumstances, David might have rejected for lack of immediate ROI. But Anu’s cost–benefit analysis showed how giving staff a better work–life balance could elevate productivity and retention. “She forced me to see that not every decision is purely about this month’s profit,” David says.
(Coach Anu Khanna with Davie Whitehouse)
Ongoing Challenges and Solutions
Despite the progress, David admits that real transformation takes time and consistent effort. The leadership team has to remain vigilant about slipping back into old patterns, like making impulse decisions or letting side tasks overshadow major objectives.
Shifting the Client Mix
Focusing on high-value customers means letting small leads funnel in with minimal personal involvement. Some staff initially worried they might lose personal touch or “leave money on the table.” Anu suggested partial automation for smaller leads, plus a rebranded marketing strategy to differentiate the level of service for major accounts vs. minor deals. This approach reduced anxiety, clarifying that not all accounts require the same intense overhead.
Economic Uncertainties
Recruitment thrives in robust economies and can slow in down cycles. During economic uncertainties, David leans on Anu’s principle of proactive adaptation. The team carefully monitors leads, invests in professional development, and curates synergy with other local businesses, particularly for philanthropic events that can keep the brand visible.
Scaling the Philanthropic Foundation
Currently, Pure Staff picks one charity each month, giving them £1,500 in addition to certain staff volunteer hours. David aspires to pick multiple Charities each month, but that requires more stable net profits. With Anu’s help, he’s structuring a plan to tie philanthropic expansions directly to revenue increments; for instance, if the company surpasses its quarterly goal by 5%, they add an additional beneficiary or sponsor an extra children’s outing.
The Impact on David Whitehouse’s Personal Growth
An often-overlooked benefit of business coaching is how it shapes an owner’s personal mindset. David initially approached the job with a direct, somewhat forceful style, shaped by a competitive recruitment environment and heavy responsibilities. He now acknowledges the critical role emotional intelligence and measured communication play in leading an expanding organization.
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Improved Listening
David devotes more time to hearing out staff concerns, not just brushing them off or imposing solutions. This fosters a sense of respect and interdependence within the leadership team. -
Calculated Risk-Taking
Anu’s coaching taught David the difference between unstructured leaps of faith and data-backed entrepreneurial gambles. “I still take big swings,” he says, “but now we do the math, consult the FD, weigh the philanthropic angle, then decide. That’s next-level for me.” -
Better Work–Life Balance
David once admitted he used to respond to business queries during family vacations. Under the new structure, departmental leads and improved systems have freed him up significantly. He occasionally still checks emails, but the sense of guilt or panic is gone. “My kids are five and seven,” he points out. “If I don’t spend time with them now, I can’t get those years back. That’s a big reason I wanted us to get more efficient.”
Conclusion: Toward Greater Revenue, Philanthropy, and Work–Life Balance
For David Whitehouse and Pure Staff, teaming with ActionCOACH and Anu Khanna wasn’t about repairing a troubled operation; it was about making a good thing even better. David wanted not just bigger numbers on the bottom line but also deeper philanthropic involvement and a structure that let him and his senior leadership team step away without anxiety.
Over the past six months of coaching, David’s triad of trust, shared wealth, and adaptability has been re-engineered for scale. Short-term sprints replaced scattered planning. Weekly leadership huddles replaced monthly check-ins. Data-driven decisions replaced reactive leaps. Consequently, the agency’s highest-value clients receive more consistent attention, staff sees a clearer career pathway, and philanthropic donations expand along with net profits.
While David still aims for lofty milestones such as a £100 million turnover, he does so now with a consistent operational blueprint, unwavering staff alignment, and a coach who keeps him honest about weekly progress. “Anu keeps me from drifting. She makes me state my goals, set deadlines, and actually deliver,” he says. “That’s the difference between owning a day-to-day job and building something that stands on its own.”
By embracing ActionCOACH principles, reorganizing around short-term accountability, and harnessing philanthropic aspirations to increase staff morale, Pure Staff demonstrates how an established, profitable recruitment firm can transform into an agile, data-savvy organization ready for the next echelon of revenue and philanthropic goals.
Ready to transform your business success story? Request a free discovery call with ActionCOACH and learn how our proven systems and one-on-one accountability can unlock untapped potential in your organization. Let us guide you just like we helped David Whitehouse toward streamlined operations, sustainable growth, and a bigger impact on your community.