Tara Alvarez Garcia, the founder of TYS Coaching, faced a pivotal moment when considering her career change from a secure position at Play’n GO to launching her own coaching business. Her sister posed a thought-provoking question: "What have you done and failed at?" Initially intended as encouragement, it led Tara to a realization—despite never having failed, she recognized that this stemmed from a tendency to avoid significant risks.
Identified as a typical "type A" personality, Tara meticulously organizes every detail of her life, from packing days in advance for trips to maintaining a spotless car. Leaving behind her comfort zone to start TYS Coaching was more than a career transition; it was a confrontation with her own structured personality.
Interestingly, coaching wasn’t something Tara sought out; rather, it emerged as an unexpected opportunity during her tenure in marketing at Play’n GO. A company training budget introduced her to coaching, which she initially misunderstood as a fitness-oriented initiative. However, her perspective shifted dramatically during her first coaching session with Kelly McSherry, realizing she wanted to embody the coach's role.
Reflecting on her past, Tara recognized that she had already been employing coaching techniques in her work by building a video and design team with no formal expertise in that area. Instead of directing, she engaged with her teams through inquiry and support, allowing others to develop their own solutions. Her experiences within the fast-paced iGaming sector equipped her with valuable insights into the pressures leadership faces, enriching her coaching capabilities.
While the decision to leave Play’n GO lingered for four years following that transformative coaching session, it was the loss of her mother in 2022 that catalyzed a reevaluation of her life priorities. The experience of grief crystallized the importance of pursuing what mattered most—and spurred her into action. She made the bold move to resign in 2024 and establish TYS Coaching, transitioning from coordinating high-profile industry events to working in her home office without clients or income at first.
The initial phase of her business was fraught with challenges and marked by intense feelings of inadequacy; imposter syndrome was a common hurdle as she struggled with an empty client roster and building a reputation.
Despite these difficulties, persistence paid off. Two years later, TYS Coaching has become stable and is experiencing growth, with a clientele that now includes senior leaders across various organizations and a significant portion of new business generated through referrals. The disquiet of her early days faded as Tara cultivated confidence through consistent action.
From this journey, Tara emphasizes a lesson: "Be brave enough to suck at something new." Feeling ready to embark on a new venture is often an illusion, especially for someone deeply entrenched in their career. Undertaking risk as a beginner can evoke fear, and Tara learned that challenging preconceived notions about oneself is essential for growth.
The recent passing of her mentor Kelly McSherry in March last year left a significant impact on Tara. He had been a guiding force, aiding her in various aspects of her business. With his death, she wrestled with feelings of uncertainty about her path forward but ultimately decided to honor his memory by continuing to lead her business with generosity and the same spirit of empowerment he had provided her.
Tara takes pride in TYS Coaching, viewing each client’s breakthrough as a personal achievement. The courage to support others in their journeys, reinforced by her own experiences and the foundational encouragement from mentors, has redefined her self-perception and aspirations.
For anyone hesitating to take that leap, Tara’s message is clear—confidence may never come; instead, embrace the discomfort of trying something new and allow yourself the grace to fail in the process of growth.
