Most people think a steady job means security.
But what if that job is stealing your health, your freedom, and your time with children?
That was Rhys’ life after 11 years in the police force. Steady pay but at the cost of everything else: 16 hour days, 3am callouts, and no real family time.
It’s the trap so many hardworking dads fall into: good pay, but they were becoming strangers to their kids.
Rhys decided enough was enough. In the next 12 months, he retrained as a Digital Advisor and started a digital agency that now earns him over $60,000 a year.
The best part? He works less than 15 hours a week.
The rest of the time? He’s coaching his kids’ sports teams and creating the family life he once thought was impossible.
If you’ve ever thought about a career change or starting your own part-time online business, listen to Rhys’ story to hear how he did it, so you can too.
The Breaking Point That Sparked Change
Rhys’s journey began from a place many professionals know too well – complete burnout. As a police officer at a 24/7 station in regional Queensland, he wasn’t just working shifts; he was constantly on call. “I could be pulling in 60, 70 hours easy,” Rhys recalls, describing work patterns that included 3am callouts and dangerous situations, often working alone.
The arrival of his fourth child became the catalyst for change. Having missed precious milestones with his first three children due to work commitments, Rhys was determined not to repeat the pattern. He initially took extended leave, using up all his sick leave, long service leave, and recreational leave. But as that time drew to a close, he realized something profound: he didn’t want to go back.
“I wanted to experience that and yeah, so I made the big choice to first off take a lot of leave from my job then, used up all my sick leave and long service leave and rec leave and yeah, once I did all that, I realised once I was getting close to an end, I actually didn’t want to go back, I needed something else.”
A Strategic Foundation Through the FIRE Movement
The seeds of Rhys’s transformation were actually planted six years earlier when he and his wife discovered the Financial Independence, Retire Early (FIRE) movement. After reading The Barefoot Investor, they began taking control of their finances, investing in ETFs and index funds. “We wanted the option of not having to work until you’re not physically able to work anymore,” Rhys explains.
This financial foundation proved crucial when making the leap from police work to digital entrepreneurship. Through the FIRE community, Rhys discovered eBusiness Institute’s training programs, initially attending a free seminar that resonated with his goals for flexibility and income potential.
The 15-Hour Work Week Strategy
What makes Rhys’s story particularly compelling is his absolute commitment to working no more than 15 hours per week. This wasn’t a casual preference – it was a non-negotiable boundary he set from day one. With his youngest in daycare three days a week, Rhys structured his work around five-hour blocks during school hours, ensuring he could handle school drop-offs and pick-ups for all four children.
His wife’s ability to scale up her own business provided the financial stability needed during this transition. This role reversal – with Rhys becoming the primary caregiver while building his business – demonstrates the importance of having a supportive partner and strategic planning when making major career changes.
Building a Digital Agency in Regional Australia
While initially drawn to the idea of building a portfolio of websites, Rhys quickly recognized a more immediate opportunity: local businesses in his regional town of Gympie desperately needed quality web design services. With a population of about 50,000, Gympie offered the perfect balance – enough businesses to create demand, but limited competition from other web developers.
Rhys’s approach was methodical. Before even starting the Champions program, he created his own agency website as a learning project. By applying SEO strategies taught in the course, his site quickly ranked number one for website-related keywords in Gympie. This single achievement became the foundation of his lead generation strategy – all his clients come through organic search results.
“Because of the way you guys teach us how to build websites, it rose to pretty much number one for any website related keyword in Gympie. So, so yeah, I get all my leads through organic SEO, really.”
The Power of Face-to-Face Connection
Despite operating in the digital space, Rhys discovered that personal connection remained crucial for business success. His sales process involves initial phone conversations followed by in-person meetings at local coffee shops. “Most of the time people just want to speak to a real person. They want to know that who they’re dealing with is a local,” he explains.
This approach perfectly suited someone transitioning from a people-focused career like policing. While Rhys describes himself as “an introvert at heart,” his years of police work had honed his communication skills – a tool he now recognizes as invaluable in business.
Impressive Results in Year One
The numbers speak for themselves. In his first year, Rhys:
- Built over 20 websites for local businesses
- Generated more than $60,000 in revenue
- Maintained the same hourly rate as his police salary while working 25 fewer hours per week
- Created lasting impact for clients, including a wedding venue now booked through 2026
What’s particularly impressive is that Rhys achieved these results while deliberately limiting his work hours and doing everything himself. Only now, after a full year of learning every aspect of the business, is he beginning to trial outsourcing to a web designer.
Discovering Hidden Talents
One of the most surprising aspects of Rhys’s journey was discovering his natural talent for web design and SEO. Despite no prior experience in creative or technical fields, his websites consistently impressed both clients and mentors. Matt Raad notes that Rhys won the best website build award at their annual summit with his very first practice site.
“I definitely wouldn’t have thought that I would fit that bill,” Rhys admits when asked about his creative abilities. Yet by approaching the learning process with dedication – “if you just give it your all whenever you step into something, then you’re going to get out of it what you put in” – he uncovered skills he never knew he possessed.
Life Beyond Work
The transformation extends far beyond financial success. For the first time in years, Rhys has reclaimed his life outside of work. He’s returned to playing sports, refereeing matches for extra fitness, and coaching his son’s soccer team. “I’ve been able to get back out there and live life again,” he reflects.
This lifestyle change represents the true value of his career transition. While the income matches his police salary, the quality of life improvement is immeasurable. No more 3am callouts, no more missing family milestones, no more chronic stress from dangerous situations.
Future Plans and Sustainable Growth
Looking ahead, Rhys remains committed to maintaining work-life balance while exploring gentle growth opportunities. His goal isn’t rapid expansion but rather creating flexibility for both himself and his wife. “If I can take on more and bring more dollars in, then my wife can take a step back from hers as well,” he explains, describing a vision where both partners work reasonable hours while maintaining financial stability.
The couple’s approach to building their future reflects the same intentionality that guided Rhys’s career transition. They’re not chasing maximum income at the cost of family time – they’re building sustainable businesses that support their desired lifestyle.
Key Lessons for Career Changers
Rhys’s journey offers several crucial insights for anyone considering a similar transition:
- Financial preparation is essential. Six years of following FIRE principles created the cushion needed for career change.
- Set clear boundaries from the start. Rhys’s 15-hour limit wasn’t negotiable, forcing efficient business practices.
- Leverage regional advantages. Less competition in regional areas can mean faster results for digital businesses.
- Focus on one service initially. Master your core offering before expanding.
- Embrace the learning year. Doing everything yourself first provides invaluable understanding for future scaling.
The Most Valuable Commodity
As Rhys powerfully states: “The most valuable commodity in life is time.” His story demonstrates that with strategic planning, clear priorities, and commitment to learning new skills, it’s possible to reclaim that time while maintaining financial security. The transformation from 70-hour weeks to 15-hour weeks isn’t just about working less – it’s about designing a life where work supports your values rather than consuming them.
For parents feeling trapped in demanding careers, Rhys’s journey offers hope and a practical roadmap. By prioritizing family time and approaching digital skills with dedication, he’s created exactly the lifestyle he envisioned – proving that sometimes the biggest risk is not making a change at all.
