Meet Brad Sugars, ActionCOACH CEO

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Brad Sugars ActionCOACH

ActionCOACH is headed by Brad Sugars. Here, we take a closer look at his entrepreneurial experience and how he’s built the business from the ground up. We’ll also find out more about the franchise opportunities it offers and how you can get involved.


ActionCOACH is the world’s biggest business coaching franchise. It has 1,000 sites across more than 70 countries and has used the franchise model to expand since 1997. So far, the business has welcomed more than 500,000 entrepreneurs onto its coaching workshops, and over 15,000 business owners use the company to help grow their enterprise every week. It’s clearly a thriving franchise, but let’s take a look at the man behind it: Brad Sugars, ActionCOACH’s CEO.

Who is ActionCOACH CEO, Brad Sugars?

Brad Sugars had an entrepreneurial spirit from a very young age. At 15 years old, he had a newspaper delivery round. Fairly standard, you might say – but unlike many schoolboys, he wasn’t delivering the papers himself. He had employees to do that for him.

Fast forward a few years and Sugars graduated with a Bachelor of Business degree in Accounting from Queensland University of Technology. With his degree in hand, he got a job as an accountant, but he quickly became restless spending the day counting other people’s money. He realised he could make more by taking a different career path.

Sugars knew that many of the businesses he was dealing with as an accountant were on their way to going bankrupt. This was when he decided to start ActionCOACH. Sugars was passionate about ensuring businesses grow and thrive. He was determined to help them avoid failure by changing the way they operate.

Brad Sugars ActionCOACH

Source: Actioncoach.com

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What is ActionCOACH?

Brad started the ActionCOACH brand (formerly known as Action International) shortly after leaving university. Today, it’s recognised around the world as the leading business coaching franchise. Through hard work, dedication and a systemised approach, Sugars was able to become the founder of one of the most successful franchises out there.

In its early stages, the ActionCOACH franchise concept involved Sugars sharing tips on marketing, sales, systemisation and team building to business owners and executives. Audiences had heard similar seminars before, but it was Sugars’ honesty and openness that made him stand out from the crowd. As the popularity of Brad’s seminars increased, business owners started to approach him to consult about their businesses. As a result, he was able to develop ActionCOACH into the business it is today.

A wide-reaching franchise Over 15,000 business owners use ActionCOACH to help grow their enterprise every week.

Brad Sugars’ tips for business success

What is a business? Sugars’ definition is a commercial, profitable enterprise that works without the business owner. Brad explains that if a company only works because the business owner works, then this is no different from being in a paid job. That’s why ActionCOACH teaches businesses how to work so the owner doesn’t have to. As part of this approach, Sugars has developed a six-step system, which he encourages businesses to employ.

1. Mastery

This is the stage where you get the basics right and eliminate the chaos from your business. By following four rules, you can stabilise your business and become proactive, rather than reactive:

a. Destination mastery – you need to set goals to know where you’re going
b. Money mastery – you need to understand the financials of your business
c. Time mastery – you need to lead your team to become more productive
d. Delivery mastery – you need to deliver your products and/or services well so that customers return

2. Niche

This is where you create a predictable cash flow by developing a marketing plan. The scheme should detail your niche and the features that separate you from your competitors. Without a unique selling point, your only option is to sell on price. When you start discounting, you can say goodbye to becoming one of the successful businesses or franchises.

3. Leverage

With great systems come improved efficiency. Brad uses an acronym for SYSTEM: Saving Your Self Time Energy & Money. The systems that you develop for your business don't need to be elaborate or expensive. In fact, just writing down instructions about how something should be done is an effective system and is very close to the operations manual within the world of franchising.

In ‘systemising’ your business, you’ll develop:

  • A vision statement
  • A mission statement
  • A culture statement
  • SMART goals
  • An organisation chart
  • Positional contracts
  • Key performance indicators
  • How-to systems
  • Management systems

4. Team

For a business to work without you, you must hire the right people. This means that you need to create a robust recruitment process. You want better-trained people on board with the skills to grow your business, not just keep it running. By leading and managing your team, you start to do the job of a business owner rather than that of an employee working within your business.

5. Synergy

This is where you can use the time you’ve saved by employing the first four steps to focus on developing your business. The well-oiled machine that you’ve built can now be handed over to the quality team that you have in place, allowing you to focus on growth.

6. Results

Once you’ve created a successful business, you’ll have the freedom to start other ventures, increasing your personal growth and your profitability.

Does ActionCOACH franchise?

In response to the demand for coaching services, Sugars took advantage of the franchising concept to grow his business. He realised that the only way to maximise his time and help as many businesses as possible would be to become a franchisor.

Officially, Sugars is also the founder, chairman and president of ActionCOACH, and he’s still working to expand into new territories. Today, Sugars and his team are re-educating businesses in more innovative and exciting ways than ever before.


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Investment opportunities in the Action brand

If Brad Sugars' ActionCOACH success story has inspired you to become an ActionCOACH franchisee, you can choose to invest in one of three entry levels:

ActionPRIMARY
Cost: £27,000
You get access to all the ActionCOACH business coaching and training products and award-winning support.

ActionHYBRID
Cost: £39,000
You pay a higher initial investment but lower monthly royalty fee – this gives you the option to add bolt-on business opportunities as you grow.

ActionPREMIUM
Cost: £59,000
You pay the highest initial investment but benefit from an even lower monthly royalty fee and get to employ two additional coaches.

Depending on your budget and ambition, you can tailor your business coaching franchise package to suit your needs, with the ability to upgrade as and when you’re ready.

Join ActionCOACH today

If you’d like to help local businesses grow, why not follow in the footsteps of Brad Sugars’ ActionCOACH success? You can find out more information about ActionCOACH’s entry criteria and investment requirements on its profile page here.

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