Highly Effective Networking: Nicola Peake Of Peakes Private Members Club On 5 Strategies for Successful Networking, Both Online and Offline

An Interview With Athalia Monae

Attend retreats — This is becoming more and more popular, and whether you are looking for a business retreat, a wellness retreat, or an adventurous mountain climbing retreat, trust me you can find it! It may feel daunting booking to spend a few days with total strangers, but honestly you will leave feeling driven, inspired and motivated, with new amazing relationships. You could even host your own event or retreat, as this is a great way to bring people into your world. Maybe there is something you would really love to do, and you can’t find it, so what a great opportunity to create it yourself! You won’t be the only person out there who wants the same experiences as you, and this is a great way for people to learn more about you and your business.

The art of networking is pivotal in today’s interconnected world. Establishing meaningful connections can accelerate career growth, foster collaborations, and create opportunities that might otherwise remain hidden. Yet, the dynamics of networking are intricate, often requiring a nuanced blend of authenticity, strategy, and adaptability. And with the digital revolution, networking has transcended beyond face-to-face interactions to virtual platforms, expanding its scope and complexity. In this series, we would like to discuss the art and science behind effective networking. We are talking to seasoned professionals, career coaches, networking experts, and thought leaders who’ve mastered both traditional and online networking techniques. As part of this series, we had the pleasure of interviewing Nicola Peake.

Nicola is a best-selling author, public speaker and the Founder of Peakes Private Members Club, which opened in December 2021. Nicola has found her true passion and purpose to help connect thousands of business owners, so they never feel lonely in business, all whilst helping them scale their business by creating the right connections. Nicola runs retreats, mentoring masterminds, networking communities and events — including Peakefest, (www.peakefest.co.uk)

cited as ‘a unique business festival retreat that seamlessly blends luxury and learning’.

Thank you so much for joining us in this interview series. Before we dive into our discussion about networking, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?

My backstory to where I am now has been a true rollercoaster, but one constant has been my love for networking and connecting with people.

I began my career as a financial advisor, spending years building meaningful relationships with clients and becoming an integral part of their lives. I enjoyed helping them make the most of their hard-earned money. The relationships I formed were vital, and many of my clients stayed with me for years. After leaving the industry in search of a new direction, I “accidentally” launched a business delivering afternoon teas nationwide during the lockdown. This idea blossomed unexpectedly, and the demand was overwhelming. Chouxlicious quickly became a success, as I had tapped into a nationwide desire for connection and provided top-notch customer service to every buyer.

Whilst I loved this business at first, the end of lockdown brought a change. Though demand remained high, I began to resent working from home while others returned to the office — I felt very lonely. Realising that my heart was no longer in it and unable to maintain the same level of service, I decided to sell the business for a six-figure sum.

As an only child, I often felt lonely despite a loving family, craving connections and friendships. I recognised that community and connection were still crucial to me. I thrive on social interaction and feel happiest when surrounded by people. This realisation was a lightbulb moment, leading to the creation of Peakes Private Members Club — a community that celebrates achievements, offers support, and motivates one another. It was exactly what I needed, and it turns out, it was exactly what others needed too!

This year, I have taken on my biggest challenge yet, bringing 1000 founders together for a business festival, in Shropshire, England — Peakefest.

I am keen to share both my learnings, and those of my incredible business network and idols, to help encourage other entrepreneurs to keep following their dreams, in what is still a difficult economic climate.

At PeakeFest we want to do things differently. There are tons of events where you can listen to the best in the industry, but you never get to spend any time with them. Throughout this weekend our fantastic keynote speakers are ready to guide you through immersive workshops, teaching you HOW to implement new strategies into your business, without the need to purchase a 4 figure course. Speakers will continue their teachings in their own Tipis, which will house approximately 30–40 people at a time, where they will expand on their talks and bring more teachings and advice. There is no-one else doing this.

Can you share the most interesting story that happened to you since you started your career?

One of the most interesting and rewarding experiences I’ve had in my career has been the connections I’ve made with people and the friendships I’ve seen blossom because of my work. It’s incredibly fulfilling to know that my efforts have brought people together, creating a space where meaningful relationships can grow.

Whether it’s through collaborative projects, events, or just the daily interactions, seeing people bond and form lasting friendships has been a highlight. These connections have not only enriched my own life but have also created a sense of community and belonging among others. The friendships I’ve made and facilitated have been a testament to the power of human connection and the impact we can have on each other’s lives.

Creating these experiences and witnessing the positive outcomes has been a truly remarkable journey, making every challenge and success along the way worthwhile.

You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

The three character traits that have been most instrumental to my success are; strong communication skills, empathy, and the ability to build and maintain relationships.

1. Strong Communication Skills: My nickname at school was ‘Chatterbox,’ which might not have seemed like a positive trait at the time, especially because it sometimes led to interrupting lessons, however, this love for talking turned out to be a very valuable asset in my professional life. Effective communication is crucial in business, whether it’s presenting ideas, negotiating deals, or simply engaging with clients and colleagues. For example, when I was a financial advisor, my ability to communicate clearly and confidently, helped me build trust with my clients. They appreciated my straightforwardness and clarity, which made them feel secure in their financial decisions.
2. Listening: Being a social person helps in building relationships, but it’s not just about talking. Listening is equally important. This means genuinely understanding and sharing the feelings of others. One example of this is when I started Chouxlicious during the lockdown. Many people were feeling isolated and disconnected, and I tapped into this need for connection by providing a service that brought joy and comfort. By listening to my customers and understanding their needs, I was able to create a business that resonated with them on a deeper level. Now, as part of my Peakes community I encourage our members to explore new fun ways to connect, and to grow personally as well as professionally so I am always asking them about what new opportunities they would like in order for them to do that. So far, through listening to the group, new experiences have included days out in London with Drag Queens, Gala Dinners at Le Manoir aux Quat’Saisons — a Michelin Star Raymond Blanc restaurant, to 5 day retreats in the Highlands, swimming in ice cold lochs and firewalking… when we listen we can offer our customer, client, community what they really want.
3. The Power of Connection and Relationship Building: To promote long-lasting relationships, you need to open up, show your values, and what you deeply care about. Keeping in touch and showing genuine interest in others’ ventures is crucial. When I started Peakes Private Members Club, I was determined to build a non-cliquey business membership, built on the idea of connection, celebrating wins and successes together, providing support and motivating each other. This sense of community was something I needed personally and knew others did too. By fostering an environment where people could relate to each other and share common goals, I was able to create a thriving and supportive network.

These traits, along with taking the time to celebrate personal achievements and practice self-care, have been key to my success as a business leader.

Ok, thank you for that. Let’s now jump to the primary focus of our interview. Let’s begin with a basic definition so that we are all on the same page. How exactly do you define “Networking?” Is it just about meeting new people?

In all honesty, I always used to have a block surrounding the word ‘networking’. (I probably still do, to be honest!) It made me feel extremely uncomfortable — to the point that I had to call my monthly sessions within Peakes Private Members Club (that are essentially networking sessions) ‘Connection Sessions’.

It was because of the experience I had up to that point of these stifling events, suited and booted, and dreading your 5 minutes of shame pitch. It was just awful, and I know that there are so many of you that have felt similarly to me.

Networking isn’t about meeting new people — for me networking is about connections.

It involves building and nurturing relationships that are mutually beneficial.

Effective networking is about creating meaningful connections, sharing knowledge, offering support, and collaborating with others to achieve common goals. It’s an ongoing process of relationship building that goes beyond exchanging business cards or making small talk.

As a connection and networking expert, I aim to encourage business owners to integrate networking with self-care and rewarding experiences. Over the past 12 months, I’ve organised various networking events in unusual settings like spa days, comedy clubs, afternoon teas, drag queen tours, and luxury retreats in Scotland. These environments help business owners relax and connect on a deeper level, leading to more genuine and lasting relationships.

In today’s digital age, how important is face-to-face networking, and how do you balance it with online networking?

In the digital age, both face-to-face and online networking are indispensable.

Following the pandemic, I am a big believer in promoting more face-to-face networking, as I personally believe it is better for building deep, authentic connections and creating memorable experiences.

However, I acknowledge the huge benefits of online networking too. It helps us break geographical barriers, allowing connections with a global audience — providing opportunities to meet people who might not be reachable otherwise. And, through social media and virtual events, I’ve personally been able to connect with and support entrepreneurs from different parts of the world, expanding my network and influence. But, I always try and meet these people in real life if the opportunities arise.

Online networking is also time-efficient and convenient. It allows for quick check-ins, follow-ups, and maintaining connections without the need for travel. For example, I have regular online meetups and webinars help me stay connected with the Peakes community, ensuring continuous engagement and support. And, digital platforms facilitate the easy sharing of resources, knowledge, and updates.

I do think it’s about having a good blend of the two and a balance. By strategically integrating both, I ensure that my network is robust, engaged, and continuously growing.

How do you maintain and nurture professional relationships over time, both in person and online, to ensure they remain fruitful and mutually beneficial?

Maintaining and nurturing professional relationships over time is all about consistency, genuine connection, and adding value. Whether in person or online, here’s how I keep these relationships fruitful and mutually beneficial:

1. Stay in Touch Regularly: I make it a point to check in with my clients regularly. It’s not just about business — I genuinely care about how they’re doing. A quick message, a friendly email, or a casual chat can go a long way in showing that you value the relationship.
2. Provide Value: Whenever I come across an article, resource, or opportunity that I think would benefit a client, I share it with them. It’s about being proactive and looking out for ways to support their growth and success.
3. Be Authentic: People can tell when you’re being genuine. I always strive to be myself, share my experiences, and listen actively. Authenticity builds trust, and trust is the cornerstone of any strong relationship.
4. Organise Regular Meetups: Whether it’s a virtual coffee chat, a group webinar, or an in-person meetup, I organise regular get-togethers. These are great opportunities to catch up, share insights, and strengthen connections.
5. Celebrate Successes: I make it a habit to celebrate my clients’ wins, big or small. Acknowledging their achievements shows that I’m invested in their journey and that I’m rooting for their success
6. Offer Support During Challenges: When clients face challenges, I’m there to offer support, advice, and a listening ear. It’s during tough times that strong relationships are built.
7. Create a Community: In Peakes, I’ve created a community where clients can connect with each other. This network provides additional support and opportunities for collaboration, making our professional relationships even more enriching.
8. Follow Up: After meetings or significant interactions, I always follow up. It shows that I’m attentive and that I value the time we spent together.
9. Be Open to Feedback: I regularly ask for feedback on how I can improve our interactions and the value I provide. This openness not only helps me grow but also shows clients that their opinions matter.

Building and maintaining professional relationships isn’t a one-time effort — it’s an ongoing process. By being consistent, genuine, and supportive, I ensure that these relationships remain strong, fruitful, and mutually beneficial over time.

How important is personal branding when it comes to successful networking, and how can individuals develop and maintain a strong personal brand both online and in person?

Personal branding is crucial for successful networking and connection building, as it defines how others perceive you, establishing credibility, trust, and expertise, making you memorable and opening doors to new opportunities.

A strong personal brand differentiates you in a crowded marketplace, attracts like-minded individuals, and enhances professional opportunities.

To develop and maintain a strong personal brand, both online and in person, it’s essential to define your core values and strengths, identify your brand colours, maintain consistency across digital platforms, share valuable content, engage with your audience, monitor your presence, present yourself consistently, interact authentically, have a compelling elevator pitch, follow up after meetings, and attend relevant events. This combined approach builds credibility, differentiates you, attracts meaningful connections and enriches your networking experience, ultimately supporting your growth.

What is your advice for young professionals who are just starting to build their network? How can they effectively reach out to and connect with experienced leaders in their field?

Business can be lonely, especially as a startup founder or solopreneur, and networking can help you feel more connected, energised and accountable. Not only that, it can also help us scale up, but it’s all about finding your space and making the right connections in a simpler, more natural way that leads to real and genuine connections being made. Not because you feel as though you have to, but because you want to!

It’s important that you are connected to your why — why do you want to connect with others? I think the most powerful connections come when we seek genuine connections and profound relationships. When the people you’re connecting with are ‘your people’, and they have the same intentions as you — you build friendships as well as business relationships.

What do you enjoy doing? There are more and more people now running unique and different types of events, you don’t have to succumb to the mundane boring hotel rooms with crap coffee and bacon rolls. Last year I hosted Spa Days, Afternoon Teas, fabulous lunches at dishoom and Fortnum & Mason, as well as comedy clubs and a trek up to the three shires waterfalls for a cold-water swim with a Wim Hof coach! The new relationships which were formed at these events are going strong, new collaborations have formed and more sales have been made, and guess what — not one pitch or business card was swapped!

I believe that the most enduring business relationships are only built when people can relax and be themselves.

Do you prioritize quality or quantity of connections? How do you determine when to invest more time in a particular relationship?

I definitely prioritise quality over quantity when it comes to connections. In fact, that’s one of the main reasons I’ve decided to keep Peakes smaller rather than expanding it to thousands of members. For me, it’s all about retaining those personal relationships and truly knowing my clients.

When it comes to deciding where to invest more time, I look at a few key factors:

1. Mutual Value: I ask myself whether the relationship is mutually beneficial. It’s important that both parties are gaining value from the connection. If I can see that we’re both learning, growing, and supporting each other, then it’s worth investing more time.
2. Engagement Level: I pay attention to how engaged and committed the other person is. Are they actively participating, providing feedback, and showing a genuine interest in our interactions? High engagement often indicates a strong foundation for a deeper relationship.
3. Alignment of Goals: I consider whether our goals and values align. If we’re both working towards similar objectives and share the same values, it’s a clear sign that the relationship has the potential to be long-lasting and fruitful.
4. Support During Challenges: I value relationships where there is a willingness to support each other during tough times. If someone is there for me when I need it, I’m more inclined to invest my time in nurturing that connection.
5. Positive Impact: Finally, I think about the overall impact of the relationship. Does this person inspire me, challenge me to be better, and contribute positively to my life or business? If the answer is yes, then it’s definitely a relationship worth prioritising.

In Peakes, keeping the group smaller allows me to create these high-quality connections. I can engage more deeply with each member, understand their needs, and provide tailored support. This approach not only helps me maintain strong relationships but also ensures that every member feels valued and heard.

Ultimately, I believe that quality connections lead to more meaningful and rewarding experiences. By focusing on building and maintaining these relationships, I can create a supportive community where everyone can thrive.

What are your “5 Strategies for Successful Networking, Both Online and Offline”?

1 . Know WHY — First of all write down the type of event you would like to attend, who will be there, what is your objective? For example, do you want to meet other mums, are you looking for a really inclusive and diverse group of people, do you want it to be male or female only, over 40s, or under 25s? By doing this, you will have a really clear idea of what you are looking for, and you will know what type of events to avoid. There is no point spending your valuable time attending an event, where you won’t meet like-minded people who share the same values as you. It’s important that you are connected to your why — why do you want to connect with others? I think the most powerful connections come when we seek genuine connections and profound relationships. When the people you’re connecting with are ‘your people’, and they have the same intentions as you — you build friendships as well as business relationships.

2 . Join Communities — This could be within Social Media Platforms such as Facebook or Linkedin, or other online networking groups who have external communities. The important thing is that the community is full of the right people for you. By joining an online community, you will start to make new connections straight away, you don’t have to wait to meet face-face. You do need to make the effort to engage with other members, you can’t join and expect people to seek you out. You have to put in the work. If there is online networking, make sure you show up and show your face, you can’t make real connections with your camera off, this isn’t blind date! The added advantage of joining a community, is when you do meet face to face, you will feel far more at ease, as you will already know people and the ice has already been broken.

3 . Grab opportunities — There are so many people out there who will provide you with opportunities. Make sure that you grab anything, which comes your way with both hands. The online world is full of courses, memberships, events, retreats, communities, speaking gigs, masterminds, I am sure you have been in, or at, many yourself. Are you actively seeking opportunities within these or just seeking sales?? Offer your support to your fellow business owners, could you speak at a retreat, could you hold training in their community? Yes, you will be providing value, however you are taking the opportunity to offer support and to be in front of their clients. I see many people who will only do this work for a fee, and I think it’s a little counter-productive. I agree your time is valuable, but so is the opportunity of building your profile and your audience.

4 . Attend retreats — This is becoming more and more popular, and whether you are looking for a business retreat, a wellness retreat, or an adventurous mountain climbing retreat, trust me you can find it! It may feel daunting booking to spend a few days with total strangers, but honestly you will leave feeling driven, inspired and motivated, with new amazing relationships. You could even host your own event or retreat, as this is a great way to bring people into your world. Maybe there is something you would really love to do, and you can’t find it, so what a great opportunity to create it yourself! You won’t be the only person out there who wants the same experiences as you, and this is a great way for people to learn more about you and your business.

5 . What can you give? Yes, let’s be honest, we all want to make more money, increase sales, build our profile and become successful, but the worst thing you can do is only care about YOU. If you don’t listen to others, don’t pay them any interest, you don’t ask anyone else questions, but, you talk non-stop about yourself, pitching and selling, people will run a mile, and you will struggle to build any real relationships. If you are always asking for people to share your sales, offers, you ask to promote yourself to their audiences, ask yourself, what are you doing to give back? Be that person, who like in point 6, offers others opportunities, be the person who is a supporter of others in business, look for ways you can help other people. This is going to be far more powerful, you will be respected and valued a lot more and you will build genuine relationships in this way. I can guarantee that you will see the favours being paid back. (Disclaimer — there will be people who will take advantage of your good nature and never repay the favour) you have done your bit — move on, hold your head up high. The relationship won’t work if your values are not aligned!

Now that you have these strategies for successful networking in your bag, implement them! You can read all the advice, hints and tips online, but only you can get out there, meet new people and create connections for yourself. I know it’s not always easy, but trust me, by finding the right people and the right places, it will feel nothing like a chore and everything like fun.

What role does diversity and inclusion play in your networking approach? How do you ensure that your network is inclusive and represents a broad range of perspectives and backgrounds?

Diversity and inclusion are absolutely central to my connection approach. I believe that a network rich in diverse perspectives and backgrounds is not only more innovative but also more resilient and empathetic. In Peakes, ensuring an inclusive environment where everyone feels valued and represented is a priority for me.

Here’s how I make sure my network is inclusive and diverse:

1. Active Outreach: I actively seek out individuals from different backgrounds and industries. This intentional outreach helps to ensure that my network is not just a reflection of my own experiences but a tapestry of varied perspectives.
2. Creating a Welcoming Environment: In Peakes, I strive to create a space where everyone feels welcome and respected. This means setting clear expectations about inclusivity and creating a culture of openness and respect.
3. Listening and Learning: I make a conscious effort to listen to and learn from the experiences and insights of others. This helps me to understand different perspectives and to continually improve how I support and engage with my network.
4. Promoting Equity: I work to ensure that everyone in my network has equal opportunities to participate, share their ideas, and access resources. This includes being mindful of barriers that might prevent some people from fully engaging and finding ways to remove or reduce those barriers.
5. Encouraging Diverse Voices: I actively encourage diverse voices to be heard within the community. This might involve spotlighting different members, inviting speakers from various backgrounds, or simply making sure that discussions include a wide range of viewpoints.
6. Continuous Improvement: Diversity and inclusion are ongoing commitments. I regularly review my practices, look at where I need to improve, and seek feedback to ensure that my network remains inclusive and representative. This helps me to identify areas for improvement and to implement changes that foster a more inclusive environment.

In Peakes, diversity and inclusion aren’t just buzzwords; they are integral to how we operate and grow. By embracing a broad range of perspectives and backgrounds, we create a richer, more vibrant community where everyone can thrive and contribute meaningfully.

As part of my commitment to making my events accessible to all, including PeakeFest, my first Business Festival, I have worked alongside diversity and inclusion consultants to ensure the event is approachable for those with accessibility requirements, has considered additional needs from a neurodivergent perspective, and has worked to make the space inclusive for members of diverse communities such as; LGBTQIA+.

You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. :-)

There are 2 things that spring to mind here.

Firstly, imagine a world where no-one felt left out. Where there were no cliques in rooms and networking was not seen as scary. That. This is so important to me, to build a community where people feel they can belong, and I think the secret, as well as active inclusivity is in creating unique experiences. When events are ‘different’ and there is a real attraction to that event for everyone, there is already a level playing field, — because the experience is new to all. Creating a movement that helps to build friendships and allyship creates powerful ripples in many ways.

Secondly, I want to help entrepreneurs celebrate their achievements. Often if we’re successful in the corporate world we get treated to bonuses, corporate entertainment, fancy cars, travel etc…but when we work for ourselves often these perks disappear. I want to change the narrative so that hard working business owners are also getting to enjoy luxury experiences, and are making time to reward themselves for their success, with others in a similar boat. So often we just plough onto the next thing as entrepreneurs, not allowing ourselves to stop and reflect on what we are achieving- often leading to burnout. This is something that needs to change and I’m here to play a part in that change.

How can our readers further follow you online?

www.peakefest.co.uk

https://www.instagram.com/peakes_private_members_club

https://www.facebook.com/peakesprivatemembersclub

https://www.linkedin.com/in/nicola-peake

and all of my latest events can be found here — https://linktr.ee/nicolapeake

Thank you for the time you spent sharing these fantastic insights. We wish you only continued success in your great work!

About the Interviewer: Athalia Monae is a product creator, published author, entrepreneur, advocate for Feed Our Starving Children, contributing writer for Entrepreneur Media, and founder of Pouches By Alahta.