In this episode of the DevReady Podcast, host Anthony Sapountzis is joined by Aaron Crossin, , a seasoned Fractional General Manager with over 15 years of experience in business operations, growth strategy, and leadership across multiple industries. Aaron’s career began in hospitality, launching his first venture before finishing school. That hands-on experience, rooted in catering, kitchen management, and food service innovation—evolved into a passion for business strategy. His journey, shaped by mentorship from business coaches and scaling high-pressure hospitality operations, revealed the immense value of structured systems, cross-industry application, and people-centred leadership.
Aaron reflects on how practical, real-world challenges provided a richer learning experience than any formal MBA. One pivotal example was running over 30 catering events in a single weekend, a crash course in logistics, process, and performance under pressure. Today, he brings that same rigor and adaptability to his fractional GM roles, helping founders break through growth barriers without losing control of their core passion or culture. Unlike traditional coaches, Aaron embeds himself within the business, rolling up his sleeves to execute, not just advise, while developing systems that eventually make his role redundant.
He shares how his approach suits fast-paced environments and founder-led businesses looking to scale sustainably. With a strong bias towards action over red tape, Aaron focuses on building frameworks, optimising teams, and aligning strategic goals with daily operations. His engagements are highly tailored, ranging from light strategic check-ins to in-depth monthly support, depending on a business’s growth stage and operational maturity. He is highly selective in the clients he takes on, looking for those open to change, execution-focused, and committed to results.
Throughout the conversation, Aaron and Anthony explore the challenges faced by entrepreneurs, especially those transitioning from specialised corporate roles. While technically skilled, many founders struggle with the multifaceted demands of business: marketing, sales, hiring, and operations. Aaron offers a clear path forward, starting with diagnosing root issues: lack of strategic direction, unclear KPIs, inefficiencies, and ineffective marketing. His ability to identify low-hanging fruit and transform those into meaningful outcomes is what sets him apart, whether that’s repositioning a brand, streamlining delivery, or improving sales conversations.
Aaron also weighs in on the integration of AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... into business operations. While acknowledging its potential, he warns against deploying AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... without first establishing strong internal processes. AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... is a tool, not a solution, and its success hinges on the foundations already in place. For Aaron, the most rewarding part of his work lies in transforming perceptions—winning over sceptical teams, empowering business owners, and ultimately freeing up time and energy so leaders can focus on what matters. Success, in Aaron’s view, isn’t just about profit, it’s about building a business that thrives holistically.
Topics Covered
- Aaron’s entrepreneurial start in hospitality
- Learning through experience vs. formal education
- The role and impact of a Fractional GM
- Common operational and growth bottlenecks
- Helping founders regain strategic focus
- Tailored engagements for different business stages
- Challenges of transitioning from corporate to entrepreneurship
- Strategic and practical use of AIArtificial Intelligence (AI) is a very large and broad spectrum of technologies which most people would be familiar with through... in business
- Building high-performing, accountable teams
- Redefining success: freedom, wellbeing, and people over profit
Important Time Stamps
- From Chef’s Son to Startup Whisperer: Aaron’s Journey (0:07 – 5:34)
- “You Gave Yourself a Job, Not a Business” – The Harsh Truth for Founders (5:35 – 13:02)
- Why Business Coaches Alone Won’t Save Your Startup (13:03 – 18:05)
- Why Execution > Advice: The Fractional GM Advantage (18:06 – 22:48)
- Who Should Really Hire a Fractional GM? Aaron Breaks It Down (22:49 – 26:38)
- The #1 Mistake Most Founders Don’t Know They’re Making (26:39 – 31:47)
- Tech Alone Won’t Save You—Get the Foundations Right (31:48 – 39:46)
