Brad Sugars is the Founder, Chairman and President of ActionCOACH, the world’s number one business coaching firm with more than 1,000 offices in 50 countries. Not only did he guide the company to new levels of growth over the past several years, he also set direction in terms of vision and strategy for ActionCOACH worldwide. He is also responsible for the company’s culture – enrolling and inspiring the entire ActionCOACH team to live and abide by our 14 Points of Culture, guidelines that help set ActionCOACH apart as a company and that truly make it the world’s leading business coaching firm.

Why do you love working for ActionCOACH?
The people and the difference our team makes.

Tell us something interesting about yourself:
I played Perchik in Fiddler on The Roof at The Basildon Towngate Theatre in 1997, everything since has been easier!

What are your favourite past times?
Being with our girls, tennis and cricket

What are your top three 14 points of culture?
Commitment – there’s a reason why it’s number 1, followed by Teamwork and Fun for obvious reasons.

What’s your favourite quote?
“We must all suffer from one of two pains: the pain of discipline or the pain of regret. The difference is discipline weighs ounces while regret weighs tons.” – Jim Rohn

Why do you love working for ActionCOACH?
For me it’s all about making a difference, before developing the UK franchise with Ian, I was a coach myself and I love seeing the benefit that coaching can bring to businesses and owners and their families.

Tell us something interesting about yourself:
It was an honour to be invited on the Millionaire Panel at the UK launch of the movie ‘Think + Grow Rich’ by Napoleon Hill.

What are your favourite pastimes?
I love travelling with my family and friends and I am an avid Amazon shopper.

Favourite holiday destination?
St Lucia or New York

What are your top three 14 points of culture?
Fun, Team Work and Systems

Why do you love working for ActionCOACH?

The reason I joined ActionCOACH, the world’s leading business coaching organisation, isn’t just the incredible system that’s been built over 30 years combining the collective intelligence of thousands of the world’s best business coaches in over 80 countries coaching tens of thousands of business owners to success. Nor is it the incredibly high client retention and customer satisfaction or “double-the-difference” price guarantee providing zero risk to clients. To me, the single biggest factor is the culture of abundance where every coach is committed to help business owners achieve their dream.

Tell us something interesting about yourself:
I spent over 20 years in the entertainment industry working with some of the biggest stars in the world before building companies in marketing services, media, martech, Software-as-a-Service, right through to M&E and renewable energy.

What are your favourite pastimes?
I love travelling with my family, sports, films and cooking.

Favourite holiday destination?
Devon, Marrakech and Thailand.

What are your top three 14 points of culture?
Fun, Team Work and Systems

Why do you love working for ActionCOACH?

There are so many reasons why I love what I do; I’m always learning! Not only am I surrounded by incredibly intelligent people, but I also get to explore a variety of industries. I love witnessing how people grow within their businesses, achieving the life they’ve worked tirelessly for and finally experiencing the relief and payoff. I feel privileged to see beyond the veil of business success stories.

Tell us something interesting about yourself:
I come from an EdTech business management background and have a passion for life’s adventures.

What are your favourite pastimes?
Living the adventure of the African bush while embracing all the joys and challenges of motherhood.

Favourite holiday destination?
Greece & Africa

What are your top three 14 points of culture?
Fun, Ownership & Systems