Tara Alvarez Garcia faced an intriguing question from her sister when she decided to leave her comfortable job at Play’n GO to launch her own coaching company, TYS Coaching: "What have you done and failed at?" Intended as a motivation, the question made Tara reflect on her life. She realized that, up until that point, she had never truly failed because she hadn’t taken significant risks.
As a self-identified "type A" personality, Tara meticulously organized her life. Therefore, leaving her stable role to start TYS Coaching was more than just a job change; it was a challenge to her own nature.
The journey into coaching wasn’t something she initially pursued. While in marketing at Play’n GO, she was encouraged to explore coaching within their generous training budget. Initially confused, thinking it related to fitness training, Tara soon found herself intrigued. During her first session with coach Kelly McSherry, clarity struck her; she wanted to do what he did.
As she reflected on her career, Tara acknowledged she had been coaching without recognizing it. At Play’n GO, she had built a video and design team from the ground up, navigating beyond her marketing skills by asking questions, listening, and supporting her team members to think for themselves. This approach characterized her interactions with various teams, demonstrating her coaching instincts long before she pursued it formally.
Experiencing the fast-paced iGaming sector further enriched her coaching philosophy. Tara directly understood the pressures faced by those in leadership roles, as she had lived through it herself.
Despite the realization that coaching was her path, she remained at Play’n GO for another four years, continuously hiring Kelly and even gifting her husband coaching sessions. However, a significant turning point came with her mother’s passing in 2022. This loss motivated Tara to reassess her life choices and inspired her to act boldly. She asked herself, "If not now, when?"
Finally, in 2024, Tara resigned and started her business. The transition took her from managing significant events, including flying in F1 drivers, to sitting at home without clients or income. The early days tested her resolve, filled with discomfort and feelings of imposter syndrome. Despite these challenges, Tara persisted. Now, two years later, her business is thriving with clients from various organizations, workshops internationally, and referrals forming the bulk of her business.
One key lesson Tara emphasizes from her experience is to be brave enough to suck at something new. Starting fresh in a new career, especially after being well-established, can be terrifying. However, she discovered that her limiting beliefs about her risk-taking nature were not entirely accurate; she learned to challenge her self-perception.
Tara’s journey also faced a profound loss when coach Kelly McSherry passed away suddenly in March. She recalled how instrumental he was to her development, reading her proposals, guiding her pricing strategies, and promoting a collaborative spirit despite being competitors. His generosity inspired her approach to coaching, where she strives to empower others rather than hoard knowledge.
Tara expresses a deep pride in TYS Coaching that feels unique and personal, with every client breakthrough reflecting her commitment to growth. This journey has significantly reshaped how she perceives herself, enabling her to recognize her capabilities and envision a fulfilling life. She encourages those hesitating on the brink of a new idea to take the leap and embrace the journey, acknowledging that readiness often comes only after action.
