Always Business Class

What if the real advantage in life isn’t just what you earn…
…but how you experience the world?
In this episode of Always Business Class, Steve Grace, Founder of Nudge Group, shares how travel, lifestyle design, and smart flying have shaped the way he lives, parents, and builds businesses.
We talk about flying long-haul as a family, why economy is not always the “cheapest” option, and how using smarter travel strategies can unlock premium experiences that most people think are out of reach.
Steve shares how he has used services like iFly Flat over the years to make business class travel more accessible, especially when travelling with a family of five.
But this conversation goes beyond seats and status.
We get into what travel actually does to you.
From five-star destinations to islands with no electricity, Steve explains why contrast is the most valuable part of travel, and how those experiences have shaped his kids’ worldview and his own decision making as a founder.
We also explore how travel creates perspective, why founders should spend more time outside their environment, and how exposure to different cultures can completely change how you think about business and life.
Along the way, we touch on building multiple businesses, the evolution of recruitment through content, and why community and in-person connection are becoming more valuable in a digital world.
This is a conversation about travel as leverage.
Because once you see more of the world, you start playing a different game.

Steve Grace
Founder, Nudge Group
Nudge Group: https://nudgegroup.com.au/
LinkedIn: https://www.linkedin.com/in/stephengrace/

Join Flights Club: https://iflyflat.com.au/membership/
Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

00:00 Why Travel Changes Perspective
02:22 Flying Better and Accessing Business Class
05:18 From Customer to Podcast Guest
10:07 Building a Lifestyle Around Travel
18:00 Why Founders Need Global Exposure
25:49 Raising Kids Through Travel
27:01 Caribbean Travel and Unique Experiences
30:48 Seeing Different Ways of Living
34:58 Travel as a Life Advantage
40:08 Business, Media and Lifestyle Design
45:30 Community and Lifestyle Leverage
50:03 AI, Travel and the Future of Work
53:34 Rapid Fire Travel Questions
55:16 Where He Is Heading Next

What happens when you wire $25,000 of your life savings into a 20-foot container of coconut water… without a business plan?
In this episode of Always Business Class, Scott Mendelson, Founder of Raw C, shares the real story behind building one of Australia’s recognised coconut water brands from scratch and why he is now taking on the 350 million person US market.
We talk about selling one box on day one.
Driving nine hours around Sydney trying to convince stores to stock a product nobody understood.
Competing in a Coles and Woolworths dominated market.
And the compounding power of showing up in person.
Scott unpacks why naivety can be a competitive edge, how coconut water penetration jumped from 11 percent to over 26 percent, and why flying 15 hours for a two-hour meeting secured a US national retailer.
This is a conversation about long games.
About protecting factory relationships in Vietnam.
About category growth versus ego.
About not dying wondering.
If you are building a consumer brand, negotiating with major retailers, or thinking about expanding beyond Australia, this episode will sharpen your thinking.
Guest
Scott Mendelson
Founder, Raw C
Raw C: https://rawc.com.au/
Instagram: https://www.instagram.com/raw_c/
Sponsors
Join Flights Club: https://iflyflat.com.au/membership/
Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/
Chapters
00:00 The $25,000 Container
02:52 Why Start FMCG With No Experience
05:22 Selling One Box
10:24 Coconut Water’s Category Growth
16:30 The US Retail Breakthrough
34:19 Factories, Loyalty and Long-Term Thinking
49:59 Taking on America

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Is it a scam?
Are points even worth it anymore?
Do you need millions of points to fly business class?
After 150 discovery calls with Australian founders across construction, agriculture, professional services, FMCG and tech, this episode of Always Business Class breaks down the most common myths about points, business class travel, and the Flights Club model.
We unpack the psychology of dynamic pricing, why business class fares to the US are now $10,000+, and how points create a fixed-price alternative in a volatile travel market.
This is not about hacks or shortcuts.
It is about cost versus benefit, systems versus guessing, and using business expenses strategically.
If you are a founder spending money anyway and want more comfort, more flexibility and more meaningful travel experiences, this episode is for you.
Sponsors
Join Flights Club: https://iflyflat.com.au/membership/
Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/
Chapters
00:00 Points Equals Flights: The Core Philosophy
02:33 Is Flights Club a Scam?
05:31 Cash vs Points: Two Separate Systems
09:43 Why Fixed Pricing Changes the Game
11:26 Cancellation Freedom and COVID Lessons
13:50 Why People “Can’t Find Seats”
17:35 Using Points Poorly vs Strategically
20:25 The Biggest Earning Myths
27:02 Are Points Worth It Anymore?
37:45 Platinum vs Black Membership Breakdown
42:23 Travel, Joy and Founder Perspective

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What if the most valuable “capital” you have isn’t travel points or business revenue, but your health capital?
In this episode of Always Business Class, Steve Hui and Steve Pirie-Nally sit down with Dr Steven Lum Melbourne-trained medical doctor and Founder of Everlab, to unpack the shift from reactive “sick care” to data-driven preventative health. Dr Lu explains why so many high performers make careful decisions in business, then “shoot from the hip” with health, and how Everlab approaches health like a management consultancy, using data to uncover blind spots and prioritise the highest ROI actions.
They explore the difference between lifespan vs healthspan, why travel can quietly tax your body (sleep, dehydration, alcohol, time zones), and simple strategies that help you land sharper and recover faster, even on long-haul flights.
If you travel for business, lead a team, or want to perform at your best for longer, this one will change how you think.
Guest: Dr. Steven Lu
​​https://www.linkedin.com/in/dr-steven-lu-82943825a/
Cofounder, Chief Medical Officer - Everlab
Sponsors:
Join Flights Club: https://iflyflat.com.au/membership/
Accor Plus Explorer Membership: https://www.accorplus.com/explorer-membership/

Key topics: healthspan, preventative health, personalised medicine, longevity, jet lag strategy, sleep optimisation, alcohol and sleep score, VO2 max, DEXA, visceral fat, travel performance.


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What if your travel life got easier overnight? In this episode of Always Business Class, we sit down with Emilie Couton, CEO of Accor Plus, for her first Australian podcast.
Emily shares how a one-way ticket to Thailand turned into two decades across Asia and a leadership career in hospitality, plus the real strategy behind Accor Plus 2.0: simplicity, transparency, instant value, and a membership that blends certainty (lounges, early check-in, recognition) with serendipity (surprise upgrades, experiences, and discovery).
We unpack the perks members actually use, why staycations can be as powerful as international holidays, and how the future of travel is moving toward curated memberships, wellness, and hyper-personalised experiences.
If you travel for business, lead a team across cities, or want travel to feel smoother, calmer, and more rewarding, this one is for you.
Subscribe for more travel strategy, points thinking, and business-class level upgrades to how you move.
In this episode
The “one-way ticket” mindset and why some people never move back

Living in Asia vs visiting: why your travel world expands fast

Certainty vs serendipity: comfort, timing, smooth travel, and surprise moments

How Accor Plus 2.0 was rebuilt with 7,000-member research

Why dining benefits (up to 10 people) can pay back the membership quickly

Why lounges and hotel clubs are an underrated business advantage

Staycations as a reset tool, not a luxury

“Red Hot Rooms” as a new way to choose destinations

Subscriptions in travel, global membership expansion, and what’s next

Wellness in hotels: sleep, recovery, gyms, spa, and partnerships

Airport and travel efficiency tips from a frequent traveller

How curation beats choice overload

Guest: Emilie Couton
https://www.linkedin.com/in/emiliecouton/CEO, Accor Plus Based in Singapore, with 20+ years across Asia and hospitality leadership.
Sponsors:
Join Flights Club: https://iflyflat.com.au/membership/
Accor Plus Membership: https://www.accorplus.com/explorer-membership/
Chapters
00:00 The one-way ticket mindset00:42 Welcome back: first recording of the year + special guest intro01:24 Emily’s story: Thailand, Singapore, 20+ years in Asia03:12 Journey vs destination: two travel philosophies04:13 Why Accor talent stays: the “family” culture05:35 Living in-region: Phuket, Bali, and discovering Asia properly07:41 Why Accor Plus exists and how it fits Flyers Club09:43 Certainty + surprise: the perfect travel balance11:31 Staycations: the hidden reset most people miss13:42 The “club” advantage: lounge access as a business tool14:56 Status fast-track: 30 nights, Platinum, and instant ROI18:37 Face-to-face beats Zoom: partnerships and serendipity20:36 The future: travel subscriptions and global expansion22:23 Will memberships go global across regions?24:42 Experiences: chefs, shows, behind-the-scenes access27:56 Travel hacks: lounges, airports, privacy, fast track34:36 Points strategy: fixed-value points and keeping accounts active36:22 Wellness: sleep, gyms, recovery, and where hotels are going39:40 Choice overload: curation as the real advantage40:40 Unexpected member behaviour: “Red Hot Rooms” as a travel compass46:34 The dream state: consistency, scale, and global experiences


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