My coaching is designed to transform your life, or certain areas of it, not just add value to it.

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 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. When I travel, I stay in the best hotels and eat at the best restaurants everywhere I go. I couldn’t have asked for a better relationship than the one I’m in. And I’m in the best shape ever.

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 2021, I’ve spent around 10,000 hours mastering the craft of coaching, working with 25 – 30 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 rather 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 and podcasts. 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 TelegraphEntrepreneur, City MattersSquare MileLuxury London, Evening Standard, MetroArabian Business Magazine, Portfolio Magazine, and Luxury Lifestyle Magazine.

I’ve been 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) every year since 2017, featured on The Telegraph’s list in the ‘Best Life Coach’ category, and recognised as one of the Top Personal Coaches by the Coach Foundation.

Other things about me:

• I’m OCD.

• I say fuck a lot.

• 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 dominatrix of coaching. As well as ‘the nicest arsehole you will ever meet’…

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

• 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.’

• If I could have dinner with any 10 people I don’t know personally (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.

• ‘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.