Nathan Jones is the founder of the coaching business, In the Bag. In this interview, he explains how he set the business up and the benefits of being based in Richmond.
How would you describe your business in one sentence?
In the Bag is a coaching business. I help all ages - kids, teens, and adults build confidence, fitness, and real-world martial arts skills through structured, age-appropriate Brazilian Jiu-Jitsu, Kickboxing and fitness sessions. I deliver classes, 1:1 session as well as travel and deliver workshops.
When did you launch and who is behind it?
I launched the business in 2014 and became self-employed from taking redundancy working for the youth, then family services of Achieving for Children. I am a full-time coach using my skills, passion and experience.
When did your lightbulb moment happen?
My lightbulb moment happened when I kept hitting a glass ceiling in both my career and martial arts. At work, I was pushing for promotions that never came, while in martial arts I was competing professionally but felt stuck. Then I was made redundant, and instead of seeing it as a setback, I took it as an opportunity to finally chase my dreams and build something of my own.
What did you do prior to starting your business?
Before starting my business, I worked as a youth worker for Achieving for Children (AfC). I had been trained by the local authority since I was 18 and gained a wealth of experience delivering different types of youth work all over the borough. I even went on to graduate with an MA in Youth Work, Community Learning and Development.
But leaving the youth service was not in vain, as I still work with young people! :-)
What would you say were three of the most challenging aspects of setting up the business?
- Building trust and visibility in an already competitive local market — getting my name, face, and service out there so people could know me, like me, and trust me
- Balancing the demands of full-time coaching with family life, social life, fighting professionally, and climbing the ranks — all while managing the admin and marketing side
- Taking the time to really understand my why, define my target audience, and figure out how I could best serve my clients
The smartest career decision you made…
To follow my head, my heart, and my gut. I love martial arts, and I love working with young people, so I knew I needed to focus my time and effort on that and just make it work. So, I took a chance.
The most difficult lesson you learnt…
That mistakes cost time and money — and you will make a lot of them. But you fail your way to the top, so the key is understanding and accepting that.
The best career advice you received…
“If you believe in it, then run with it. A way will be made — you will find a way.”
What type of support have you received since starting your business?
I have had support from multiple sources — families and friends have been a big encouragement, I went on a business accelerator workshop to learn from experts, and I have spoken to lots of people in my field to understand the business and refine my approach.
What type of support (if any) have you received from the council in relation to your business?
I have stayed in touch with former colleagues at the council, letting them know what I am up to. This has allowed me to deliver my services to their clubs and programs, and they have also introduced me to their wider networks of services and organisations. The great thing is this network has continued to grow as people have moved boroughs, which has really helped expand my reach!
What do you think residents can do to support their local businesses?
Show up, share, and spread the word — recommend businesses to friends and family. A like, comment, or Google review can make a significant difference for small businesses trying to reach new people.
If you had the opportunity to do it all again, what would you do differently?
I would start sooner and also find “one more of me” — so the business can keep running even when I need to rest!
Top three tips to aspiring entrepreneurs/launching a business:
- Start small but start with intention
- Do not be afraid to ask for help
- Ready, fire, aim! Just do it and figure it out as you go
Finish this sentence. I like being based in Richmond because…
…it has a great mix of families, energy, and green space — it is an ideal place for martial arts, movement, and building community.
How can people find you?
- Website: In the Bag
- Instagram: @inthebagptc
- Facebook: @inthebagptc
Classes held at:
- Elevate Martial Arts, Global House, Kew Rd, Richmond TW9 2NA
- North Sheen Recreation Ground, Upstairs Pavilion, Dancer Road, Richmond TW9 4LB