My goal in life is to do well by doing good.

In my coaching, I relish creating an environment where great people get more out of themselves, where they become more of who they really are. I’m the whetstone that sharpens them so they can slice through anything.

A journalist once asked me: ‘What makes you qualified to be a coach?’ For starters, I’ve built a 10 out of 10 life for myself, one that suits me perfectly.

I grew up poor. Came to London at 22 with no money (by bus for 27 hours because I couldn’t afford a plane ticket), no formal education, and barely speaking any English. I spent the first six years working in fashion retail, which I found uninspiring to say the least. When I set up my coaching practice at 28, I was £5k in credit card debt. For the first 26 years of my life, I was useless with women. And for most of my life, I was in okay shape at best.

Now I do what I love with the people I love. I live in a penthouse overlooking the biggest landmarks of my favourite city in the world, and there is absolutely nothing (within reason) that I cannot afford. I couldn’t possibly be happier with my dating life. I take plenty of mini holidays, staying in the best hotels and eating at the best restaurants everywhere I go. I’m in the best shape of my life.

When I say ‘You can have it all’, I’m speaking from experience, not just repeating a fancy catchphrase.

I see no limits, no obstacles, I see everything as possible. I believe that I can be anyone, have anything, and be with anyone I want. I also believe that you can have all of this too, and more, if you’re only willing to do the work.

Between 2011 and 2020, I’ve spent around 10,000 hours mastering the craft of coaching, working with anywhere between 20 and 40 clients at any given time and close to 500 in total. I’ve also spoken at around 250 events on a wide variety of personal development and business topics, I’ve written a book and 100 articles. Now I devote all my time to coaching around 10 extraordinary people at the time, focusing on the depth of my work more than its width. I absolutely believe in coaching. Over the years, I’ve seen the profound effects it has had on my clients, other coaches’ clients, as well as experiencing it myself.

I’ve been interviewed on a number of TV channels, including the BBC and Sky News, and a number of radio stations. I’ve appeared on Eamonn & Ruth: How The Other Half Lives, Made in Chelsea and in the world’s first full-length coaching documentary Leap. I’ve also been interviewed by – or written for (print and/ or online) – Forbes, The Times, The Observer, Mayfair Magazine, City A.M., Spear’s, GQ, The Guardian, The TelegraphCity MattersSquare MileLuxury London, Evening Standard, MetroArabian Business Magazine, Portfolio Magazine, and Luxury Lifestyle Magazine.

I was included in the prestigious Spear’s 500: a ‘Who’s Who’ directory of key players in the UK’s wealth management community and a ‘must have’ reference guide by family offices and HNW families. More recently I was featured on The Telegraph’s list in the ‘Best Life Coach’ category.

Other things about me:

• I’m OCD.

• I say fuck a lot.

• I’m polygamous.

• I’m not always happy.

• I’m 39 and I can’t drive.

• I’m a failed jazz trumpet player.

• I’m an avid investor (mainly crypto and angel).

• I’m very much a dog person rather than a cat person.

• I always laugh at my jokes. Others occasionally join in.

• My extreme confidence is sometimes mistaken for arrogance.

• I’m prepared to try everything once. Except for heroin. And sex with a man.

• In everything I do, I aim for perfection and occasionally settle for excellence.

• I am as materialistic as I am spiritual, and as egocentric as I am compassionate.

• People say that my kitchen looks like it’s never been used. That’s because it hasn’t.

• I took so much MDMA in my late teens that my body became immune to it. Now my only ‘drug’ is wine really.

• My mother taught me to love everyone and my father to take shit from no one. This is something I live by every day.

• I know very little to nothing about most things, but there are a few things I know exceptionally well: people, personal development, and the psychology of success and winning.

• Amongst other things, I’ve been called the Ferrari, Russell Brand, Gordon Ramsay, Chuck Norris, the king, and the dominatrix of coaching. I don’t know about the last one, but you get the idea.

• If I could have dinner with any 10 people (dead or alive), I would go for: Muhammad Ali, David Attenborough, Dave Chappelle, Miles Davis, Ricky Gervais, Jesus, Steve Jobs, Elon Musk, Barack Obama, and Jim Rohn.

• It took me a year and a half to get a date with one of my ex-girlfriends. I told someone this and he said: ‘There is no way I would chase anyone for that long.’ And I said: ‘That’s why I’m successful and you are not.’

• Despite my (often irreverent) humour, non-religious views, and overall political incorrectness, I’m actually a pacifist, feminist, and massive on racial equality, religious equality, sexual orientation equality, and equality, period.

• ‘Michael Serwa has the kind of enigmatic charm, good grace and subversive darkness that makes innocent young people go down dangerous paths in Victorian novels’ according to David Levesley – a former News and Features Editor at British GQ…

• It took my parents 10 years to get over the fact that I quit school at 17. Now that I can support them in a big way which I consider to be one of my biggest and certainly most meaningful accomplishments in life, funnily enough they don’t even mention it anymore.

• During my first ever job interview, age 22, the interviewing manager asked me: ‘How do you see your future in this company?.’ I looked him in the eye and said in broken English, with a smile: ‘I want your job, as soon as possible.’ He laughed. Nine months later I had his job.