Former VC-backed entrepreneur turned psychologist Byron McCaughey has launched Sublime Studio, described as a gym membership for entrepreneurs’ minds
Why it matters: Poor mental health costs the Australian economy up to $220 billion annually, whilst entrepreneurs face disproportionate mental health challenges. The membership model combines one-on-one psychological coaching, continuous support and a digital platform tracking psychological capital through Hope, Efficacy, Resilience and Optimism.
Byron McCaughey spent years analysing business leaders and entrepreneurs before noticing a troubling pattern. The same individuals driving Australia’s innovation economy were underinvesting in the resource that mattered most: their own mental fitness.
“A stronger mind builds a stronger business. When entrepreneurs invest in their mental game, everything else follows – better decisions, better leadership, and ultimately, better success,” says McCaughey, founder of Sublime Studio.
His solution represents a shift in how entrepreneurs approach mental wellbeing. Rather than waiting for burnout or crisis, Sublime Studio operates on a preventative model, positioning psychological capital alongside traditional business drivers like strategy and finance.
Prevention over treatment
The timing reflects a growing crisis. Poor mental health costs Australia’s economy over $220 billion each year, with entrepreneurs particularly vulnerable. Research indicates 87.7% of entrepreneurs struggle with at least one mental health issue, including anxiety, financial worries and burnout.
“Stress and anxiety, uncertainty and sleepless nights are all part of being an entrepreneur – they come with the territory. The goal isn’t to eliminate those pressures, but to build the mental strength to stay well and perform through them. We can’t control the chaos of business, but we can train our minds to handle it better,” McCaughey adds.
Sublime Studio differentiates itself from traditional therapeutic approaches by focusing on performance enhancement rather than clinical treatment. Members access one-on-one psychological coaching, continuous chat support and a digital platform tracking their progress.
The HERO model
The platform centres on what McCaughey calls the Psychological Capital Profile, measuring four key capacities: Hope, Efficacy, Resilience and Optimism.
These elements, collectively known as the HERO model, stem from decades of research showing individuals with higher psychological capital perform better and amplify every other form of capital they hold.
“We’ve normalised investing in every kind of capital except our psychological capital,” McCaughey explains. “You wouldn’t build a business on an unfit financial model, so why build one on an unfit mind?”
The approach bridges clinical psychology and business mentorship, combining organisational psychology, cognitive behavioural science and evidence-based coaching. “Therapy can feel too clinical, and business coaching can be too shallow. Entrepreneurs need support that understands both the psychology and the pressure of business and growth,” he says.
Early member results
Growth-stage entrepreneurs and startup founders have begun adopting the mental fitness model. Ben Le Ralph, founder of AI for Busy People and Sublime member, describes the shift in perspective.
“Entrepreneurs don’t talk enough about the mental side of running a business, we celebrate ‘hustle’, without calling it what it really is, which is mental stamina and resilience,” Le Ralph says. “Joining Sublime Studio made me realise that looking after my psychological fitness isn’t indulgent, but essential for growth.”
He adds: “I’ve always invested in my business – new systems, marketing, product development, but never really considered that my mind was the most important part of that equation. The psychological coaching has helped me slow down, think clearer and make sharper decisions under pressure.”
Edward Barraclough, founder of AgriTech company Drone-Hand, experienced similar benefits as his business scaled.
“As my business began to scale, everything got louder; more responsibilities, more decisions, more risk. Having structured, mental training built into my routine has been a game changer. I’m more aware of my thought patterns and how they influence my leadership. The sessions at Sublime Studio have helped me turn anxiety into fuel and clarity, and stop wasting energy on things I can’t control,” Barraclough says.
A movement emerges
The launch comes as business leaders and investors increasingly recognise links between mental wellbeing and performance. Previous research has shown 43% of small business operators experienced some form of mental health condition since starting their business, highlighting the scale of the challenge.
Sublime Studio positions itself as both a membership service and a movement, aiming to establish new standards for high-performance psychology in the entrepreneurial world. The platform’s proactive approach reflects growing recognition that mental health support for entrepreneurs requires specialised understanding of business pressures.
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For entrepreneurs considering the model, the message centres on reframing psychological fitness as a strategic business investment rather than an optional extra. For memberships or more information on Sublime Studio, go to: www.sublimestudio.com.au
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