What Is a Lifestyle Business?
A Lifestyle Business by Design is a business intentionally built to serve your life—not the other way around.
It’s structured around your values, your priorities, and the freedom you want most. Instead of chaining you to long hours, endless stress, and burnout, it unlocks the ability to:
- Work how, when, and where you want
- Spend more time with family, friends, and experiences that matter
- Travel, adventure, and design your days with freedom first
- Build wealth without sacrificing your health, marriage, or joy
In short: a lifestyle business is a freedom-first business.
It’s not about chasing someone else’s definition of success—it’s about creating yours.
Is Your Business Funding Your Perfect Life?
Do you know what your perfect life even looks like? Does your income exceed your lifestyle needs? Does your business allow you to take 150 free days or more off each year? Do you wake up everyday excited and energized to go to work? If you answered no to any of these questions you are not alone.
So many business owners struggle with building a business that gives them freedom. Time freedom. Financial freedom. Freedom from stress. And they find themselves working at a job that has them stressed out, working a ton of hours and wondering if they are going to make payroll on Friday. All the time thinking how did I get here. This isn’t where I wanted to be.
We vividly remember those days and that stress. It sucked! Then we discovered A Lifestyle Business and we flipped the script designing our business around our perfect life - no limitations, no restrictions.
Imagine if you could wake up tomorrow and have “it” your way what would that look like? Most people can’t answer that question because they stopped believing that having it all was even possible for them.
Well guess what…It is possible for you to have the dream business that funds your perfect life! We know because we have it.
Our Story
“Our Perfect Life: Designed Not Given”
Imagine waking up every morning with no alarm clock. Your biggest decision? Whether to sip your coffee on the porch overlooking acres of your own land—or on the beach in Costa Rica with the ocean at your feet.
This is our life today. But it didn’t start this way. Not even close.
We Started with Less than Nothing
We met as teenagers and fell in love—two broken kids who didn’t know what life was supposed to look like, but who knew one thing for sure: we wanted more than the pain and poverty we grew up in.
Kevin’s childhood was chaos—his dad in and out of jail, his mom doing everything she could to keep a roof over their heads in a pay-by-the-week motel surrounded by drug dealers and prostitutes. My story wasn’t much prettier—trailer parks, food stamps and abuse. My father’s abuse left scars that ran deep.
It wasn’t a “start from zero” story. It was a start from *below zero.*
This wasn’t a fairy tale beginning. It was survival. And if you told us back then what our life would one day look like, we would have laughed—or maybe cried—because it seemed *impossible.*
And if someone had told us then that one day we’d be standing on stages, building businesses, living in custom homes, and traveling the world—we would have thought it was a cruel joke.
But we refused to accept the life we were handed. We wanted more. And we were willing to fight for it.
“From Rock Bottom to Standing Ovations”
Fast forward to 2008.
The lights are hot. The room is packed with over 1000 people.
We’re standing on stage, and they call out our names—*Kevin and Annissa Coy*—announced as winners of the “Outstanding Entrepreneurial Achievement” award. We’ve just beaten out more than 100 other companies only two years after being in business.
The crowd erupts, and as Ambassadors to our industry we drive home that night in a $70,000 luxury Mercedes SUV we were awarded with this honor.
And in that moment, I remember Kevin and I hugging each other and thinking: *Is this real? Is this really OUR life?*
Because just a few years earlier, we were literally scrounging for quarters to put gas in the car, praying it would last until payday. Married right out of high school. Four kids by year seven. The odds weren’t just against us—they were laughing at us.
But we kept learning. Kept grinding. Kept believing there had to be more.
And little by little—we created it.
“Our Life. Our Rules”
Today, we live a life most only dream of.
We just built our dream home on 32 acres in Washington State—right in the heart of where our four children and ten grandchildren live. Part of the year, you’ll find us living on the beach in Costa Rica soaking up sunsets and sand.
Our days are ours—no alarm clocks, no bosses, no one dictating how we live. We’ve built a life with over 150 free days a year. A life filled with love, freedom, wealth and tan lines.
And after 40 years of marriage, we are still best friends. Best partners in business and in life. Adventurers who travel the world together. Statistically, we should have been a tragedy—a statistic of divorce, addiction, or prison. But we refused that story.
We’re not just still together—we’re stronger, happier, and more in love than ever.
We chose a different ending.
We live *our perfect life.*
Not because it was handed to us. But because we wrote the rules—and we play by them every single day.
Life doesn’t have to be what you are handed. It can be what you design.
How We Got Here
Our Journery To Where We Are Today
- From Rock Bottom to Risk Takers
Two teenagers from broken homes we started with less than nothing.
We struggled through the first 20 years of our marriage, trying to make ends meet, working low-end wage jobs by the hour with no real experience or skills. Life was like a freight train running us over, leaving us exhausted and miserable, scraping by financially just trying to keep our heads above water. All while growing a family with four kids in 7 years! We just remember thinking, “My god, there's got to be more to life than this!” It was like Groundhog Day, where we lived on this miserable never-ending treadmill of financial and emotional stress day after day. In our last year as employees, we made a combined $86k. We took a calculated risk and bought an underperforming business. By borrowing $10k against our pickup truck as a down payment, we were over $1 Million in debt and risked everything we had and never looked back.
- Mentorship Transforation
The smartest thing we ever did was hire a business coach/mentor.
We became a part of a high-level marketing and business-building program. That program changed our lives! We began a journey of not only an education in business but an education in self-development that totally redesigned our entire way of life! Our immersion took us to places we had never even dreamed of. We read over 35 books between us the first year we were in business. We attended numerous events, seminars, and programs, constantly upgrading ourselves both personally and professionally. We grew exponentially and, 18 months later, were unrecognizable and went from over a million dollars in debt to a net worth of one Million! That’s a $2 million swing! All this happened in a town of less than 2000 people in the economically poorest county in our state!
— 2008 Entrepreneurs Of The Year Winner — - Passion, Purpose, and Freedom
Fast forward 25 years we are living our dream life!
We now have multiple businesses in different industries that exceed our financial wants/needs and give us the freedom, time, and autonomy to explore and pursue our passions. Our businesses revolve around our ultimate lifestyle, not the other way around. We only work on projects that excite us and allow us to do our best work. Forty-three years together, four kids, and 10 grandchildren later, we can honestly say we are living our Ultimate Lifestyle by Design.
My Life My Rules Podcast
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Ready to Design the Business—and Life—You’ve Always Dreamed Of!
A Lifestyle Business by Design is a business that’s intentionally created to support your desired lifestyle. It's designed to align with the owner's values and priorities, and to provide a quality of life that's often overlooked in traditional businesses. A lifestyle business is a freedom-first business - intentionally designed to support the kind of life you want to live.
It aligns with your values, priorities, and personal goals, offering a quality of life that traditional business models often overlook. Rather than building a business that demands your time and energy, a lifestyle business adapts to you—so you can live your life the way you want to, while doing work that supports and sustains that vision.
Join the Ultimate Lifestyle Business by Design experience and transform your brand into a profitable, purpose-driven powerhouse that runs itself. Stop chasing clients and start attracting them.
Apply Now and Step Into the Freedom You Deserve!
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