In a move as audacious as it is strategic, Lewis Raymond Taylor, co-founder of The Coaching Masters and the protagonist of the documentary The Psychopath Life Coach on Netflix has pulled off a guerrilla stunt that even BrewDog’s notoriously unconventional founder, James Watt, would struggle to ignore.
When Watt, the multi-millionaire entrepreneur behind BrewDog, announced on social media that he was looking to invest in the next game-changing business, Taylor and his co-founder, Liam James Collins, saw an opportunity to make an unforgettable pitch—one that would align with Watt’s own penchant for controversial and headline-grabbing marketing tactics which have included BrewDog’s ‘Hello My Name is Vladimir” beer featuring an image of Vladimir Putin in response to Russia’s anti-LGBTQ+ laws, and the 2024 Matthew Perry beer following his death.
Instead of sending a simple email or DM like other hopefuls, Taylor and Collins worked together to devise a strategy like no other for an all-out guerrilla campaign designed to infiltrate Watt’s world—both professionally and personally.
Collins personally flew from London to Scotland, where he executed a meticulously planned operation at BrewDog’s Aberdeenshire headquarters. Disguised in BrewDog merchandise, he managed to gain access to the building, leaving behind a full arsenal of materials designed to get Watt’s attention. Among the highlights:
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A life-sized cardboard cutout of Taylor, Collins, and Watt wearing merchandise from The Coaching Masters alongside the words “Did I just invest in this unicorn?”, strategically placed inside Watt’s office.
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Copies of a custom-produced magazine, Unicorn Weekly, featuring the duo on the cover and their pitch deck inside, scattered across the office.
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An impossible-to-miss unicorn-themed banner, featuring Watt, Taylor and Collins riding a unicorn with the phrase “You’ve changed the pint, now let’s change the world”, photographed both outside Watt’s HQ and inside his personal office.
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BrewDog-inspired beer mats placed in various locations, rebranded to read “The Coaching Masters IPO”, teasing their ambition to take their company public.
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Targeted memes sent directly to Watt’s employees, containing a link to a dedicated pitch page featuring Collins delivering his proposal from inside a BrewDog pub.
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Life Size cardboard cutouts sent to Watt’s home and his fiancée, ensuring the message reached him from all angles.
The mission didn’t end there. A covert inside source from the BrewDog pub next to the HQ tipped off Collins about Watt’s movements, allowing the team to personally place their pitch materials directly into his hands. Watt reportedly looked through Unicorn Weekly and showed clear interest in the project and is now considering their pitch.
Social Media Frenzy: Watt Reacts to the Stunt
On Friday 14th March Taylor and Collins unveiled their audacious stunt on their social media platforms, as well as The Coaching Masters’ official channels, collectively reaching their 380,000 followers. The post quickly gained traction, but the ultimate validation came when James Watt himself re-shared the video on Instagram, captioning it: “Next level pitching 
”.
His endorsement sent waves through the entrepreneurial community, amplifying the stunt’s impact. Adding to the buzz, Watt’s new wife, Georgia Toffolo—winner of I’m a Celebrity… Get Me Out of Here! and Made in Chelsea star—jumped into the comments, writing: “Omg this is extraordinary WOW (even I struggle to get in 
) LOVE TO SEE IT bravo!”.
Why BrewDog’s James Watt?
Taylor and Collins are not just seeking any investor—they want Watt specifically. They see him as a kindred spirit: an entrepreneur unafraid to break the mold and challenge conventional business norms.
“James Watt is the perfect fit for us. He’s a bold, unconventional, and disruptive entrepreneur—just like us. The Coaching Masters is evolving from the world’s fastest-growing coaching academy into an innovative alternative education platform, and James is the kind of visionary who can help take us to the next level,” Taylor explained.
The Coaching Masters is in the midst of a radical transformation into “AlternLearn”, a revolutionary education platform with modern content delivered in a more technical way designed to help families thrive in the 21st century. They are on the verge of becoming an accredited institution, offering university-level degrees and reshaping the outdated education system with AI-driven, real-world learning solutions.
A Bold Strategy for a Billion-Dollar Future
While some might call their approach extreme, the results speak for themselves. Watt is now actively considering their pitch, a fact that Taylor believes will drive further investor interest.
“I’m confident James will want us to be involved in something bigger because we’re building the next generation of education, and this has the potential to be the next billion-dollar disruptor.”
As they await Watt’s official response, Taylor and Collins are already preparing for the next phase of their expansion. Their investment round remains open, with the buzz around Watt’s involvement serving as a powerful draw for other high-net-worth investors looking to get in before it’s too late.
About The Coaching Masters
Currently valued at $25million The Coaching Masters is a multiple seven figure online training platform and community that empowers individuals to become certified life coaches and build their own online coaching businesses. Founded in 2017, the platform offers a variety of courses and resources designed to make coaching accessible and affordable, enabling members to create freedom-based lifestyles while making a positive impact on others.
About the Founders
Lewis Raymond Taylor has transformed his life from overcoming significant personal challenges to becoming a successful entrepreneur and motivational speaker. His story was told in the documentary ‘The Psychopath Life Coach’ available on Netflix. Taylor is also working in partnership with Katie Price on their upcoming Bali documentary following her bankruptcy.
After enduring a troubled past that included three prison sentences, Lewis dedicated himself to personal development and rehabilitation. His journey led him to establish The Coaching Masters with business partner Liam James Collins where he now serves as CEO, guiding others toward personal and professional growth.
Liam James Collins brings a rich background in performance and personal development to The Coaching Masters. Initially pursuing a career in acting, Liam faced setbacks that led him to discover life coaching. His passion for helping others, combined with his personal experiences, fuels his commitment to making coaching as mainstream as having a personal trainer. Together with Lewis, Liam co-founded The Coaching Masters to provide accessible coaching education and foster a supportive global community.
The Coaching Masters continues to grow, with a presence in over 13,000 students from 87 countries and a thriving community of fans which has been described as a cult!
What’s Next?
With this high-stakes guerrilla stunt now making waves, all eyes are on James Watt. Will he take the bait and join forces with The Coaching Masters to disrupt the education industry just as he disrupted the beer world?
One thing’s for certain: Lewis Raymond Taylor and Liam James Collins won’t stop until they make history.
To view the deck and Collins’ personal message to James Watt visit – www.PintstoPurpose.com
- L8PR
