Our story

Not a podcast.
A movement.

Well, also a podcast. A really good one.

Friends for over 40 years

Chloe Everton and Emma Elston MBE have been friends for over 40 years.

We've celebrated the highs, supported each other through the lows and laughed through just about everything in between.

Somewhere along the way we realised something...

Every life-changing decision starts with one simple question: why not now?

Your hosts

Two friends, one question

Chloe Everton

Broadcaster. Newsreader. Sales dynamo. Interviewer. Professional asker of the question you’re thinking… but haven’t said out loud.

Mum to two brilliant boys. Proud member of the LGBTQ+ community.

After more than 20 years in live television, Chloe has learnt that the best stories live beyond the headlines. With a natural ability to put people at ease, she gets beneath the surface to uncover the moments that changed everything.

She knows a great story when she hears one.

More importantly, she knows how to help people tell it.

Emma Elston MBE

Emma has spent a lifetime proving that success doesn’t have a look, an age or a rulebook.

An entrepreneur, investor and business leader, Emma has spent over 30 years in business, building companies, backing founders and championing people brave enough to start.

Named Business Woman of the Year in 2012 and awarded an MBE for Services to Manufacturing in 2015, she’s never believed you need permission, the perfect plan or the “right” background to build something extraordinary.

Curious by nature and always ready for the next challenge, Emma believes it’s never too early or too late to reinvent yourself.

Through Why Not Now?, she wants to inspire more people to stop waiting, back themselves, and ask one simple question:

Why not now?

The manifesto

We don't interview successful women. We uncover the moment they became them.

Courage. Clarity. Action.

Real conversations. Bold decisions. Reinventions.

One conversation can change everything.

Brave, ready, unstoppable.

Live a life with purpose, passion and progress.

Stop waiting. Start living.

Where this is going

The podcast is just the beginning. We're building something bigger: live events, a community that champions bold decisions, and partnerships with brands that believe in reinvention. If you've ever thought, "maybe one day," we're here to ask a different question: why not now? If you want in early: