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Create Your Own Roadmap to An Accelerated Business Growth & Success Action COACH

Founding Year: 1993

Office Locations: Global Headquarters, Las Vegas, NV


What hits your mind when an entrepreneurial mindset is mentioned? Probably, a set of beliefs, knowledge, and the ability to succeed and influence outcomes even in the face of the most adverse situations, right? 

That sounds about correct, and this is something that all entrepreneurs have in common. However, today, The Chief’s Digest wants to showcase to our readers the story of a highly resourceful and solution-oriented entrepreneur who has not only cultivated his entrepreneurial mindset but also empowered several other businesses to do the same and build ever greater achievements & success.

Let’s give it up for Brad Sugars, the Chairman and Founder of ActionCOACH.

Getting Off the Grounds with ActionCOACH

Brad started the ActionCOACH brand (formerly known as Action International) when he was in his early twenties. Today the company is internationally recognized as the leading global business coaching firm and one of the most awarded franchises in the world. 

Brad has always been entrepreneurial. Right from a very young age, he displayed a natural curiosity to work smarter and get measurable results. He even ran several small businesses when he was still at university. Perhaps due to his talents which were developed at a relatively young age, Brad’s ability to make companies from every conceivable industry flourish led him to be known as “The Turnaround Kid”. Brad Sugars was soon asked to speak to business owners and executives – sharing his tips and advice on marketing, sales, systemization, and team building. 

Audiences were wowed. Brad’s “pull-no-punches” approach was a refreshing change from other speakers at the time. The content of his events was filled with simple and easy ways to grow businesses. Brad Sugars’ seminars quickly grew in reputation as the business-building event to see.

Business owners started approaching Brad to consult about their businesses. Despite the demand for his services, Brad realized that consulting was not the answer. He wanted the business owners to implement the strategies he taught – but time restraints meant that he could not service the demand. It was then that Brad Sugars realized that the missing component between knowledge and implementation – was coaching and his company Action International (now known as ActionCOACH) was born. 

Brad Sugars started his business coaching company in Brisbane, Australia hiring and training business coaches to leverage his time and help as many businesses as possible. After several years, the demand exceeded supply again, and he realized the only way to truly leverage his time and provide coaching to as many businesses as possible was to franchise his concept.

Franchising not only afforded a pathway to international expansion but also allowed his business coaches to own their businesses.

In conversation with Brad Sugars

What is ActionCOACH trying to accomplish, and how is it beneficial to business owners?

ActionCOACH offers a franchise model geared for the entrepreneur who wants to own an asset that will increase in value over time. Our FIRM model allows an owner to operate a professional business coaching firm in an exclusive territory, where they can add and bring on an unlimited number of employee business coaches to improve their revenue stream and serve their community. 

Business experience for our franchise owners is the key. So ActionCOACH takes great care in providing the needed training and support for several different levels of business acumen. Our in-depth coaching and system training prepares our franchise owners and accelerates their business trajectory quickly. 

Moreover, marketing & sales support and IT expertise are available 24/7days a week to ensure our franchise partners succeed. The Coaching system has been developed, proven, and tested over more than 25 years and continues to be enhanced and improved to meet the business needs of the ever-changing market place.

On what ideals are your work culture and business ethics based?

ActionCOACH’s “14-points of culture” is the heart of the company. It defines the core values of the Global ActionCOACH brand and community. These pillars are the foundation on which every decision and activity is set for our company and partners. We extend this to clients and teach them how to create a culture that helps grow their business.

The 14 Points of Culture that we abide by are – Commitment, Ownership, Integrity, Excellence, Communication, Success, Education, Teamwork, Balance, Fun, Systems, Consistency, Gratitude, and Abundance. 

What would you say are the factors that have contributed to your success as an organization?

We have developed an impressive array of workshops, seminars and services that fit the needs of virtually every business. Some of them include, ProfitCLUB, GrowthCLUB, ActionCLUB, and SeminarCLUB. 

These training programs encompass several additional workshops for solo business owners and teams alike. The programs educate on various aspects, including but not limited to: educating on best business practices, growing revenue and profits, 90 day planning cycles and building teams. These training programs reap highly successful results for business owners. 

What do you think is an unique aspect of your business?

ActionCOACH employs a full team of technology and marketing experts who are at the cutting edge of new trends. Our coaching tools, the coaching portal, and other programs like ActionCOACH Membership (launching this quarter) are all examples of new innovations and new opportunities for growth that ActionCOACH is bringing to our community. 

ActionCOACH is constantly seeking the expertise to bring their knowledge to our community during our regional and global conferences. Strong and lasting strategic alliances with vendors and providers gives our franchise partners a distinct competitive advantage in the marketplace. 

Where do you see your company a few years from now?

ActionCOACH has a goal to be in more than 120 countries by 2025. We are launching franchises in Central Africa and Scandinavia this year, and we are encouraging our Master Licensees to seek out new pockets of business in their communities and regions. The development of Corporate Firms gives our Master Licensees a way to build territories and increase their value by creating a ready-made business that they can market. Our largest and more successful ML has used the firm and the corporate model to become the dominant business coaching provider in the United Kingdom. We are working with our partners in India, Japan, Ireland, and South Africa to do the same.

A Window into The Life of The Man Behind ActionCOACH

Brad Sugars, Chairman & Founder

Brad Sugars came from humble beginnings but has built a life and a business that many would cite as the very definition of success. In addition to being the founder of the global business coaching franchise ActionCoachTM, he is an international business speaker, author, and entrepreneur.

He has written 16 business books, the “Instant Success” series, that were originally self-published. In 2006, when McGraw Hill bought the international publishing rights to the series, it was the largest multi-business book deal involving a single author. His ActionCOACH™ team works with tens of thousands of business owners in more than 70 countries with his simple yet powerful business growth techniques every day.

Sugars has a dynamic stage presence and enjoys motivating and educating other business owners through his online content (videos, podcasts), books, and real-world interactions such as classes, seminars, and speaking engagements. His straight-forward Aussie style has branded him as a leader that will tell you what you need to hear, not necessarily what you want to hear—and for more than two decades, millions of people worldwide have been listening to him. A husband and a father of five, Sugars is equally as passionate about his family as he is about business.

We change lives for the better. We help businesses succeed, but most of all, we help everyone that our organization touches reach their full potential and achieve their dreams.