In the latest Sales Leaders’ Secrets episode, Amanda Downs chats with Joanne Collinge, a teacher-turned-business-owner whose journey into rural hospitality is filled with lessons on grit, creativity and quiet leadership. Joanne runs Little Oakhurst Boutique Glamping in the Ribble Valley. A family-run site known for its unique charm, handcrafted huts and warm, personal touch. But this wasn’t part of a long-term business plan. It started with a simple idea to support her family farm and spend more time outdoors. What followed was years of hard work, plenty of learning, and a real commitment to creating something special.
From the Classroom to the Countryside
After years in education, Joanne reached a turning point. Her husband Andy had bought the family farm, and Joanne wanted to be more involved but not necessarily in the farming itself. Looking for a way to bring in extra income, she landed on the idea of glamping. What seemed straightforward at first turned out to be anything but. From figuring out water supply and installing toilets, to learning DIY and building furniture with help from a retired neighbour, Joanne found herself learning on the job, every single day.
Built with Heart (and Recycled Materials)
The early set-up was scrappy secondhand yurts, upcycled interiors, and lots of trial and error. But over time, Little Oakhurst grew. Today, it includes five thoughtfully designed spaces, each with its own personality and story. Joanne reinvested every penny, slowly building a business that now welcomes guests from all over.
Her daughter Lucy is now part of the team too, handling everything from social media to design. The family effort doesn’t stop there, Joanne’s in-laws help with baking, hosting and maintenance, and even her brother-in-law chips in on building projects.
Real Leadership, No Job Titles Needed
Joanne doesn’t describe herself as a leader, but she is one. Whether it’s managing changeovers, learning new skills, or stepping out of her comfort zone to promote the business, she leads by example. Self-promotion wasn’t easy at first. In fact, Joanne admits she avoided it altogether until she joined a local women’s network and started showing up online with encouragement from the group. Her appearance on the TV programme Four in a Bed brought a wave of new interest, proving just how valuable visibility can be.
Sales, Guest Experience and Staying Grounded
It’s the guest experience that really sets Little Oakhurst apart. Joanne greets each visitor personally, keeps everything spotless, and still pauses during busy days to enjoy the view of Pendle Hill. She doesn’t use corporate buzzwords, but her values are clear: treat people well, work hard, and create something people want to come back to. These are solid sales principles, no matter what industry you’re in.
Advice for Aspiring Leaders
Joanne’s leadership style is rooted in trust, respect, and staying true to her values. She encourages others in her family to take ownership and shape the business in their own way not because she asks them to, but because they want to. Her late father’s advice “measure twice, cut once” and “what’s done is done” still guides her. Her message to others? Learn by doing, don’t fear mistakes, and stay focused on what matters most.