1. The CAM COACH book was written by Life Practice founder Mark Shields and world champion athlete and health writer Simon Martin and released in 2012.
  2. It had 2 main objectives. To teach CAM health practitioners how to achieve success in business and secondly to achieve transformational results with their clients.
  3. It achieved both and went on to reach in excess of 100,000 students in over 30 countries.
  4. Today CAM Coach books and courses are known throughout the world as a leading resource for aspiring life coaches.
  5. This means you can benefit directly from the CAM Coach unique transformational coaching methodology and world class business set up programmes.

Co-authors Mark Shields & Simon Martin

Talking about why they wrote this book - Early footage from 2012

The CAM Coach Book

Reveals the proficiencies practical steps and the inspiration you need to set up and enjoy an outstanding coaching practice.

Guest Writers From The CAM Industry's Leading Experts

Mike Ash - Head of Research & Development Nutri link

Jayney Goddard - President CMA

Ben Brown - NIHR Clinical Lecturer & Author

Anthony Haynes - Head of Technical Services Nutri Link

Kate Neil - MD Centre of Nutrition and Life Style College

and more....

" A nutri Centre No1 Best Seller"



Most of you will know Simon as the editor of the fabulous CAM magazine, but few will know he is also trained as an NLP and life coach and has used his knowledge of NLP, nutrition and other CAM modalities to become a world champion masters athlete.

Simon and I hit it off immediately and we agreed I should write a monthly column for CAM Magazine, the theme of which should be helping fellow practitioners achieve success in their respective CAM businesses. Practitioner Proficiencies was born.

Both Simon and I shared a concern of how difficult it appeared to be to run a successful CAM practice. We jointly researched the results and found to our dismay that around 65% of CAM students finishing their courses, even degree courses, didn’t make it into practice and of those that did many failed in the first 12 months.

The frightening comparison, if this isn’t scary enough, is between a complementary practitioner’s first year in business compared to a business start-up in a different industry: 20% more CAM practices fail in their first year than in other business start-up areas.

We felt we had a duty of care to try and do something about this, as we both believe totally in the importance of complementary and alternative medicine. So the CAM Coach concept was born and the book was to follow.

Within the context of the book you will notice we may refer to your particular therapeutic discipline in an obscure way or perhaps even not at all. Let me reassure you this book is aimed at and will add value to every type of CAM business in existence today. The key principles are the same for us all. So whether you are a Nutritional Therapist, Life Coach, Health Coach, Medical Herbalist/ Psychotherapist, Hypnotherapist, Personal Trainer, Energy worker, Psychotherapist, Naturopath, Mind Coach, Acupuncturist, Chiropractor, Osteopath or whatever, we refer to you all as CAM practitioners, therapists, and coaches.

Simon refers to me as the business and financial brain, as he is self-admittedly “rubbish” in those areas. I’ve held nothing back in the book. I’m sharing all of my secrets on how to set up and run a successful alternative medicine business. These are secrets, strategies and key principles that have actually been used successfully in the field over the last 10 years with thousands of clients, practitioners and students and have proved to work. Not only work, but work well and deliver outstanding results.

By reading this book and adopting the principles in it you are what we call in the NLP world, modelling success. Copying and adhering to key principles that actually work. Not subjective theory that someone somewhere thinks is a good idea, but proven business strategies that not only work, but work well.

It’s not practice that ensures good performance, but perfect practice that ensures perfect performance - “the difference that makes the difference”, as I call it.

I would strongly urge you to read this book with an open mind. Don’t be afraid of trying something new - it’s quite normal to be nervous; we are all afraid of what we don’t know.

What we can say for sure is that if you always do what you’ve always done, you’ll always get what you’ve always got. Wishing you enlightening reading, in the hope that the knowledge contained within these pages will take you and your business to a new and exciting level of personal success for you and your clients.

Mark Shields, 2012



Mark Shields a former Barclays executive set up the Life Practice UK in 2005. The Life Practice specialised in behavioural change solutions and training for individuals and businesses and had clinics all over the UK.

Students came from all corners of the world to learn and graduate as behavioural change life coaches learning the life practice unique coaching methodology known today as Rapid Transformational Coaching.

In 2008 the Life Practice was awarded Mastery Level Certification by the Mind Institute of Australia for its demonstrated insight and advancement within the NLP and Coaching community. It was a milestone year in life practice history.

Today delegates from all corners of the world choose the Life Practice Academy as their learning provider to learn the powerful life practice transformational coaching methodology and proven CAM COACH success in business strategies.

In 2018 Mark was invited to join coaching legends such as Dan Lok, Robin Sharma T. Harv Eker Matt Bernstein and John Lee and showcase his work as a member of the Wealth Dragons team.

"A number 1 best seller"

Nutri Centre Bookshop - 2012

"Shows therapists and coaches how to get serious about becoming business owners and make a great living - highly recommended"

Oliver Barnett Founder The London Clinic of Nutrition

"This is the perfect coaches business bible and every coach needs one"

Jay Firmager Owner Holistic Therapist Magazine

"Essential reading on our nutritional degree program"

Shirley Briars Lecturer Institute of Optimum Nutrition

"this quality of education is very re assuring and massively motivating"

Emma Hendricks Centre of Excellence BANT

"now an integral part of the entrepreneurial module at the Institute of Health Sciences'

Suzanne Laurie Academic Director IHS