“I wanted to show that leadership could look different, that it could be human, ethical, and empowering.”
Karine Rayson of The Crew Coach spent years witnessing and personally experiencing the emotional toll that yachting can take on crew. Karine had seen too many talented, kind-hearted individuals burn out, suffer in silence, or be affected by toxic leadership. As a qualified counsellor, Karine felt a responsibility to create a safe space for crew and to challenge the status quo. Karine wanted to show that leadership could look different, that it could be human, ethical, and empowering – and so The Crew Coach was born.
Karine’s favourite thing about her business is the impact. “Getting messages from crew saying that our leadership course changed how they see themselves and how they lead or that a counselling session helped them come out of depression, burn out, or simply feel seen and supported, that’s why I do this.” Karine also loves creative freedom. She gets to dream up initiatives like her Advanced Leadership Course, Crew Culture Audits, or Retention ROI tools and know they’re directly solving real industry issues.
“HerBusiness offers a space to get support from your peers and take action.”
Karine has been a member of the HerBusiness Network for five years and shares that running a business can feel isolating “Being a part of the HerBusiness Network gives me a community of like-minded women who get it – the highs, the hurdles, and the heart behind it all. It offers a space to get support from your peers and take action. Access to expert learning, business resources, and networking events helps you move forward. I love my Growth Group! The no faffers!”
Who’s your favourite entrepreneur and why?
I deeply admire Brené Brown. While she’s primarily known as a researcher and speaker, I see her as an entrepreneur in how she built a powerful brand around vulnerability, courage, and leadership. She’s shown that you can build a successful business rooted in authenticity and human connection, not hustle culture. Her work has given me the language and validation to integrate emotional intelligence into leadership, especially in an industry like yachting where that hasn’t always been valued.
Why did you start your business and what gave you the idea?
The Crew Coach was born from witnessing and personally experiencing the emotional toll that yachting can take on crew. I had seen too many talented, kind-hearted individuals burn out, suffer in silence, or be affected by toxic leadership. As a qualified counsellor, I felt a responsibility to create a safe space for crew and to challenge the status quo. I wanted to show that leadership could look different, that it could be human, ethical, and empowering.
What do you enjoy most about running your own business?
It’s the impact. Getting messages from crew saying that our leadership course changed how they see themselves and how they lead or that a counselling session helped them come out of depression, burn out, or simply feel seen and supported, that’s why I do this. I also love the creative freedom. I get to dream up initiatives like our Advanced Leadership Course, Crew Culture Audits, or Retention ROI tools and know they’re directly solving real industry issues.
What three pieces of advice do you wish you’d been given when you started?
- Show up. Running a business is hard work, but being consistent can help catapult your business to heights you never imagined.
- Trust your intuition. It saves you time and money. Everytime I have had an inkling that doesn’t feel right it always isn’t.
- Surround yourself with people who support and believe in you.
- What advice would YOU give someone thinking about starting a business?
Go into business for the right reasons. Get clear on your “why.” It will carry you through the hard days. Doing it for the money is not sustainable, from what I have observed.
What skills and knowledge areas would you recommend those starting out in business get acquainted with quickly?
- Marketing with integrity. Understand how to communicate your value without feeling “salesy.”
- Financial literacy. You need to know your numbers, cash flow, pricing strategy, profitability, early on. I used to avoid this! But it is crucial if you want to reach your big goals!
- Emotional resilience. Business will test you, so build the emotional tools to navigate self-doubt, rejection, and imposter syndrome.
What does your IDEAL business look like? Even if you’re not there yet, what would it look like if your business was ideal?
My ideal business is one where ethical leadership and crew wellbeing are embedded into the fabric of the superyacht industry, not the exception, but the norm. The Crew Coach would have a global footprint, with a team of passionate facilitators, coaches, and HR and people and culture personnel supporting vessels and management companies worldwide. Our leadership programs would be standard in yacht onboarding, our Crew Culture Audits a must-have for forward-thinking captains, and every crew member would know that help is just a call away. Most of all, I’d have the spaciousness to stay creative, present with my family, and connected to my purpose.
What problem does being a Member of the HerBusiness Network solve for you and your business? And, how?
Running a business can feel isolating. Being a part of the HerBusiness Network gives me a community of like-minded women who get it the highs, the hurdles, and the heart behind it all. It offers a space to get support from your peers and take action. Access to expert learning, business resources, and networking events helps you move forward. I love my Growth Group! The no faffers!
Learn more about Karine and The Crew Coach.
