Alexander CottleFounder, The Unmasked Man
Client story
A stranger booked his £12,500 coaching package on launch day
Alexander Cottle runs The Unmasked Man: men's retreats, circles, 1:1 coaching and facilitator training in the UK. We rebuilt his Wix site so every offer has its own page and a clear next step, mapped the journey from a first circle to facilitator training, and wrote the emails for it in his voice.
- 6-month coaching, booked by a stranger on launch day
- £12,5006-month coaching, booked by a stranger on launch day
- Orders in the year since launch
- +144%Orders in the year since launch
- Sales in the year since launch
- +22%Sales in the year since launch
Wix Analytics, the year since launch (25 October 2025) vs the year before. Much of the new traffic came from his paid social ads.
Before and after
What a man meets first, then and now
The old homepage opened on his logo and a photo, with no line saying what it was for, then stacked everything below it: a sign-up form, a video, three offerings, a course, the four archetypes, a list of questions. The new one says it in six words, with the press that has featured him right underneath.
Before · a logo and a photo, no headline
After · Time to take off the mask
Daniel was fantastic. I would totally recommend, have recommended multiple times already.
Alexander CottleFounder, The Unmasked ManStep 1 · A small first yes
An evening in a circle before a weekend away
Most men who find him aren't ready to book a £1,550 retreat yet. So the site gives them smaller first steps: an evening in a men's circle in London, East Sussex or Harrogate, for £15 to £20 or a donation, plus his podcast and a free sign-up for his updates.
theunmaskedman.co.uk/menscircles
theunmaskedman.co.uk/event-list
Step 2 · The journey, mapped and written
136 emails, written in his voice
We mapped where each man goes next, from his first circle to Level 1, Level 2, 1:1 coaching, Morocco and facilitator training, and wrote the emails for each step: a 51-email nurture, four archetype sequences, 38 emails after Level 1, and merch and review requests. They're written and handed over, ready for Alex to switch on.
From a first circle to facilitator
£15–£20
A men's circle
One evening, in London or East Sussex
51 emails written£1,550
Level 1: Boy to King
Retreat in Dorset
38 emails written£1,550
Level 2: Path of the King
Retreat in Dorset
£7,000
Facilitator Training
An 8-month journey
The top of the ladder
Alongside the retreats
£5,500
Morocco
A men's journey in Morocco
£12,500
6-month 1:1 coaching
12 sessions with Alexander
£25,000
1-year 1:1 coaching
Private coaching
The top of the ladder
Bar heights show the order of value, not exact prices.
…he supports you and holds your hand all the way, and encourages you to expand the idea, capacity and scope of the whole project.
Alexander CottleFounder, The Unmasked ManStep 3 · A page for every offer
Every retreat and package has its own page
Level 1, Level 2, 1:1 coaching, Morocco, the Summit and facilitator training each have a page written for the man who is ready for it, with the price and a button to book.
theunmaskedman.co.uk/boytoking
6-month 1:1 coaching · £12,500
theunmaskedman.co.uk/morocco
theunmaskedman.co.uk/facilitatortraining
The craft · Section by section
The details that make a brand look established
Same business, same offers. What changed is the design of each section: clear headings, consistent cards, dates and status on every event, and a proper footer.
Retreats and events
Before · three offers, no dates
After · every event, with its dates and status
Each retreat is its own card with dates, one line about it, and whether it is sold out, nearly full or booking now. Sold-out events say so, which tells a new visitor that men really do book.
The four archetypes
Before
After
The King, Warrior, Lover and Magician, each with its own photo and icon, in the same card style as the events.
The introduction
Before
After
A real heading, the key phrases in bold so a skimmer gets the point, and a button at the end.
The footer
Before
After
Every page one click away, plus the company details a serious buyer looks for before paying £12,500.
What I love about Daniel is his ability to really focus on the small details that take something to a whole new level.
Alexander CottleFounder, The Unmasked ManThe craft · The shop
A merch shop, without a photo shoot
Every man on a retreat gets a free black t-shirt. We generated the product images for the whole clothing range, so the shop didn't need a photo shoot.
Everything we built
All of it on Wix, in his own account
- pages on the new site
- 34pages on the new site
- event pages for circles, retreats and training
- 23event pages for circles, retreats and training
- products and bookings in the shop
- 23products and bookings in the shop
- emails written in his voice
- 136emails written in his voice
In his words
“Daniel was fantastic. I would totally recommend, have recommended multiple times already.
What I love about Daniel is his ability to really focus on the small details that take something to a whole new level.
Not only that, he supports you and holds your hand all the way, and encourages you to expand the idea, capacity and scope of the whole project.
He consciously cares about everything he does. Five stars. Go and work with this man.”
Alexander CottleFounder, The Unmasked ManThe free Client Leak Check shows what your current setup is losing, in about 3 minutes.
The Client Leak Check
See how much money is slipping past your coaching business.
See what it costs you each month, and what to fix first.
- Free
- About 3 minutes
- No call needed
Your results · an invented example
About
$35,400 a year
is slipping past your business
That’s about $2,950 a month.
- Comment-to-DM that sends people to your quizWe build it · quickLosing $1,300/month
- A quiz that invites the ready ones to a callWe build it · quickLosing $950/month
- Emails that fit each quiz resultWe build it · quickLosing $700/month
Plus: the missing step on your ladder, a $97 live workshop