Tickets on sale now for our next conferenceWhy This Fitness Entrepreneur Added Bitcoin to Her Business Balance Sheet
Emma Storey-Gordon is best known for being a leading voice in the UK fitness coaching space, running multiple businesses and mentoring online coaches. But behind the scenes, she’s also been on a personal journey into investing, and more recently, integrating bitcoin into her business balance sheet.
In a recent episode of the Bitcoin Collective Podcast, Emma sat down with Jordan to unpack the lessons she’s learned about building businesses, investing wisely, and why she decided to allocate some company reserves into bitcoin.
From Business Building to Portfolio Thinking
Emma has spent over a decade growing coaching businesses, but like many founders, the success of those ventures eventually led to a new challenge: “Now I want to make that money work for me,” she said.
Initially, she turned to traditional financial advisors, only to realise they weren’t equipped to understand the specifics of business ownership or the investing questions that came with it. That frustration prompted her to take control of her own financial education. “There’s no one who’s going to manage your money better than you,” she noted, echoing advice from a fellow entrepreneur.
Her First Bitcoin Buy (And the Psychology Behind It)
Emma first bought Bitcoin in 2020 in Mexico. It wasn’t a decision rooted in deep technical understanding at the time. Instead, it came from observing people she respected allocating into Bitcoin.
But her approach has evolved significantly since then. “The more I understand it, the more I invest,” she said, acknowledging that real conviction only comes from building knowledge over time.
One key insight she shared is how investing psychology shifts when real money is involved. “It’s weird putting more money into an asset that feels like it’s dropping. But that’s the game.” Experiencing volatility firsthand, especially in the recent bear market, taught her the value of patience and long-term thinking.
Why She Added Bitcoin to Her Business
Emma didn’t stop with personal investing. Recently, she took the next step: adding bitcoin to her company’s balance sheet.
Her reasons were both strategic and practical:
- Idle cash reserves: She had company funds sitting unutilised. “I don’t need to take that money out personally,” she said, “so why not make it work harder?”
- Tax efficiency: Buying Bitcoin directly from the business allows for a more efficient use of capital, especially when compared to paying out and investing post-tax.
- Time horizon: With a multi-year runway and no short-term liquidity needs, holding bitcoin long-term made more sense than leaving funds in cash or low-yielding accounts.
Ease of execution: “It was so easy to set up,” she said. “Much easier than opening a business investment account.”
Lessons for Other Founders
Emma’s story highlights the growing interest among entrepreneurs in using Bitcoin as part of a broader treasury strategy.
Her approach is grounded in caution and understanding: she doesn’t take outsized risks, asks smart questions, and makes sure her investments align with the life she wants. “No investment is worth losing sleep over,” she said.
She’s also honest about how long the journey takes: “Understanding risk comes from experience, not just reading documents.” But her advice for those considering similar moves is clear: start learning early, take ownership, and play the long game.