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“ActionCOACH helped my cleaning business shine”

Mitali Chopra worked with Luke Murfitt, MD of Integrity Cleaning, to reach a 650 per cent increase in turnover

With over 32,000 cleaning businesses in the UK vying for a slice of the market, one forward-thinking business owner decided to take action. By engaging an ActionCOACH business growth specialist Integrity Cleaning has reached over double the industry standard profit margin and a 650 per cent increase in turnover.

Action Coach Mitali Chopra has worked with Luke Murfitt, MD of Integrity Cleaning, since October 2018. As a natural entrepreneur, he wanted to grow the business quickly and become the biggest and best in the Greater London area. For the first nine months, growth was impressive – but, put simply, Luke wanted more.

Opening up my eyes
“I think a lot of people would be apprehensive to have someone come into their business and make suggestions for change, but I knew this was the way for me to take things to the next level,” says Luke. “I went to one of Mitali’s seminars and, very soon after, I arranged a one-to-one meeting to discuss the work that we would do together. I quickly realised just how valuable having an Action Coach would be.

“Mitali understood everything I wanted to achieve – I required a more robust structure, stability, a sense of order and to be held accountable for my actions.”

Seeing immediate effects

“Not only did I have more self-confidence, but the team started to feel it too. They began taking responsibility for their actions and delivering a much better service. It just goes to show how getting the foundations right will impact the day-to-day operations of the business,” he continues.

Almost immediately after beginning their coaching sessions, Integrity Cleaning secured a six-figure contract with the largest construction project in London. Alongside that, they signed huge clients including a London university, House of Fraser on Oxford Street and The Shard. New business was coming in faster than ever before. 

“To manage the influx of new clients, I’ve supported 39 mothers and five fathers back into work. The results have been astounding as we’ve seen a 650 per cent turnover increase in 12 months and a 114 per cent increase in gross profit. This places our profit margin at around 43 per cent, which is over double the cleaning industry standard of 20 per cent,” says Luke.

Testament to his commitment and drive for success, Luke was crowned ‘UK Entrepreneur of the Year’ in 2019, after Mitali gave him the confidence to apply. Following the award win, Luke appreciates that his success was only made more impressive with Mitali’s support.

“Mitali calls me her ‘champion’, so I call her the ‘champion of champions’. She’s not only helped me to achieve my goals but has also allowed me to focus on the future and strive for further growth. Mitali isn’t just a coach to me anymore, she’s become my friend – she celebrates my little victories and, in any business, that’s so important,” he says.

Mitali explains that Luke is a coach’s delight and adds: “He’s really started to take ownership of his business and the pay-off is very impressive. It’s been an absolute privilege helping him to realise his potential.”

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