Tara Alvarez Garcia faced a pivotal moment when she decided to leave her stable role at Play’n GO to establish her coaching company, TYS Coaching. "What have you done and failed at?" her sister asked her, sparking a crucial reflection. While her sister intended this as a supportive reminder of her journey, it highlighted a realization for Tara: she had never actually failed because she hadn’t taken significant risks.
Describing herself as a quintessential "type A" personality, Tara meticulously organizes her life, packing weeks in advance for trips and maintaining an immaculate car. Thus, the choice to start TYS Coaching represented more than merely a career move. It symbolized a direct challenge to her nature.
Coaching was not initially on Tara’s agenda. During her time in marketing at Play’n GO, she was introduced to coaching through a training budget. Misinterpreting it at first, she thought it involved physical fitness rather than business coaching. However, that perception shifted dramatically after her first session with Kelly McSherry. "I want your job," was her immediate thought as she recognized her own capabilities that were already aligned with coaching.
Reflecting on her past, she identified instances where she had been coaching without labeling it as such. At Play’n GO, she helped to build a video and design team, leaning on inquiry and listening rather than giving command. This method became her consistent approach across various teams, demonstrating her natural inclination towards coaching.
Her experiences within the fast-paced iGaming sector further prepared her for her coaching career. Having witnessed rapid career advancements and the stress associated with leadership roles, Tara could empathize with the challenges faced by others in similar positions.
Despite understanding her passion, a leap into entrepreneurship took time. Tara spent four more years at Play’n GO after that transformative coaching session. Throughout that period, she repeatedly engaged Kelly for coaching and even gifted her husband sessions, growing increasingly enthusiastic about coaching.
The death of her mother in 2022 proved to be a catalyst for change. She found that grief often forces a person to reevaluate their priorities. This led her to confront the security in her life and the fleeting nature of time, ultimately prompting the critical question: if not now, when?
In 2024, Tara transitioned from a well-established job to launching her coaching business. From previously organizing significant industry events to creating a home office with no clients, the shift was stark. Early challenges were numerous, including grappling with imposter syndrome and the lack of a client base or established credibility.
However, persistence paid off. Two years later, her business has stabilized and continues to grow. Tara now collaborates with senior executives from various organizations, conducts international workshops, and benefits largely from referrals. Though initial discomfort persisted, it gradually transformed into confidence built through tangible achievements.
One key lesson she has embraced is to “be brave enough to suck at something new.” Tackling unfamiliar challenges can be daunting, particularly after developing expertise in a career. Yet this revelation underscores the importance of confronting one’s fears to enable growth.
Tara’s transformation extended beyond business metrics; it reshaped her self-perception. Her past belief of being risk-averse crumbled as she stepped beyond her comfort zone. Rather than a complete transformation, she realized she merely needed to remove the labels that confined her.
The loss of her mentor Kelly McSherry in March 2022 was profound. His guidance had been pivotal in her journey, from helping her refine proposals to openly sharing his client contacts. His legacy of generosity inspires Tara in her own business practices, as she aims to empower emerging coaches with the knowledge and support that she received.
With TYS Coaching, Tara feels a sense of pride that surpasses previous experiences. The personal significance of her achievements stands out, as each client's success contributes to her journey. This newfound confidence, kindled by stepping on faith and the backing of mentors, is far more rewarding than any promotion or financial increase.
Ultimately, TYS has helped Tara redefine her identity and visualize the life she can build. For anyone contemplating a leap of faith, she offers straightforward advice: waiting to feel ready may not yield results. Instead, she encourages people to embrace discomfort by being bold enough to try something new, no matter how challenging it may seem.
