Hospitality Business Coach melbourne

Trusted industry expert with over 30 years in the hospitality trenches.

Philosophy

PEOPLE | PRESENCE | PROFIT

My approach focuses on three areas that drive hospitality success:

People: Building teams that work. I help you develop clear leadership structures, reduce staff turnover, and create accountability systems that stick. The result? Better customer experiences and fewer headaches for you.

Presence: Making your mark. From your venue’s physical design to your digital strategy, I help you cut through the noise and connect with the customers you actually want to attract.

Profit: Driving sustainable results. I help you spot margin erosion, identify operational efficiencies, and develop pricing strategies that build long-term profitability—not just short-term gains.

About Me

After 30 years in hospitality, including 25 venue launches and managing a $130M portfolio, I’ve seen what works—and what doesn’t.

I’ve done my time in corporate hospitality. Now I choose to work exclusively with independent operators—the true lifeblood of our industry. Your businesses create character, drive innovation, and build community in ways the big groups simply can’t.

I’m known for straight talk and practical solutions. No sugar-coating problems or hiding behind buzzwords. Just honest advice backed by real experience.

My clients appreciate that I push when they need pushing and support when they need supporting. I’m not here to tell you what you want to hear—I’m here to help you build a better business.

When I’m not helping clients, you’ll find me swinging a golf club, walking my dog on the beach or catching up with mates at one of Melbourne’s many great pubs.

Annette Verhoeff  | Founder

Current Projects

2024-2025

Project: A New Urban Golf Oasis

Scope: Hospitality & Experience Design, Investment Pitch, Business & Financial Models, Founder Mentoring & Coaching. *Investment Opportunities Available get in touch for more info.

2025

Project: Deep End Pizza

Scope: Cash Flow & Cost Reduction Strategies, Investment Pitch, Business & Financial Models, Founder Mentoring & Coaching, HR Strategy & Advice.

2024 – 2025

Project: Macedon Village Hotel

Scope: Strategy & Brand Identity, Online Marketing Strategy, Lease Advice, Fit-out & Design Advice, Pre-opening.

We only wish we had called Thrive earlier!

"Annette helped us move from having grand plans to building daily strategies to achieve them. Her reliable organisation keeps us accountable, and we leave every session inspired."

KATE PATERSON, DEEP END PIZZA

It's been a game-changer!

"Annette cuts through the noise when we're lost in daily operations. Her outsider perspective is invaluable—she asks the hard questions and transforms our big-picture thinking into practical business plans. This has been especially crucial when pitching for new venues."
SALLY GEBERT - VEEV

A trusted expert in hospitality.

"Thrive was my first call when developing my golf hospitality concept. Annette's deep industry expertise helped transform my initial idea into a sustainable business model. Working with her gave me not just clarity on next steps, but the genuine confidence to pursue them. Her practical approach cut through the uncertainty that comes with launching something new."

WILLIAM WATT, CONTOURS GOLF

Coaching transformed how I engage!

"She doesn't just understand hospitality's unique challenges—she's lived them. What truly sets her apart is how she combines practical exercises with her own experiences, helping me identify blind spots in my leadership approach. She showed me behavioral patterns I couldn't see myself, and guided me to make meaningful changes that delivered immediate results."

MICHELLE MEAGER, AHA (VIC)

Get Started Today

Get In Touch

LET'S CHAT

MESSAGE ME
Phone

+61 (0) 411 090 469

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Email

annette@thrivehospitality.com.au