ActionCOACH was founded in 1993 by Brad Sugars in Australia with a single, bold conviction: being in business should give you more life, not consume it. What began as one man's vision to revolutionize how the world approaches commerce has grown into a global phenomenon present in more than 80 countries, with over 1,000 certified coaches who have guided more than a million businesses to measurable, lasting success. Headquartered in Las Vegas, Nevada, ActionCOACH is recognized as the world's number one business coaching firm — not because of scale alone, but because of an unwavering commitment to outcomes. Every program, every strategy, and every coaching session is built on a foundation of proven systems refined over three decades and tested across every industry imaginable. The result is a track record that speaks for itself, and a guarantee that stands behind every client who walks through the door.

At ActionCOACH, we are more than a coaching company — we are a global team of dedicated professionals who live by the same principles we teach. From Founder Brad Sugars to our coaches in the field, every individual on the ActionCOACH team is held to our 14 Points of Culture: a living framework of values, beliefs, attitudes, and behaviors that govern how we show up for our clients, our colleagues, and our communities every single day. We are balanced, integral, and honest. We give 100% to everything we commit to. We speak the truth even when it is uncomfortable, celebrate wins wholeheartedly, and treat every challenge as an opportunity to learn and improve. Our global support team, led by experienced executives across product, operations, marketing, finance, and technology, works in service of one shared goal — ensuring that every business owner who partners with ActionCOACH moves closer to the life and the business they truly want.

ActionCOACH delivers business coaching, mentoring, and education through a comprehensive suite of programs designed for business owners, executives, and entrepreneurs at every stage of their journey. At the heart of our approach is the ActionCOACH Business Operating System (ABoS) — a six-step framework that takes a business from chaos to control, from stagnation to scale, and ultimately to freedom. The six steps — Mastery, Marketing, Systems, Team, Scale, and Freedom — are supported by thousands of strategy cards, playbooks, and proven methodologies that address every critical area of business: marketing, sales, finance, operations, product delivery, and team performance. We deliver this transformation through one-to-one coaching, group coaching programs including ActionCLUB, ProfitCLUB, MentorCLUB, and GrowthCLUB, intensive 12-week MasterCLASS courses in Sales, Marketing, Leadership, and Management, and our flagship 30X MasterMIND programs. We also offer the ABoS diagnostic tool, CEO and Corporate coaching, and Executive coaching for senior leaders. Whatever your goal — more profit, more time, a high-performing team, or a business you can sell — there is an ActionCOACH program built for you. And we deliver it all through what we call Edutainment: a fun, engaging, and results-driven learning environment that makes business growth both practical and enjoyable.

Everything ActionCOACH does is driven by a single founding purpose, captured in the words of Brad Sugars himself: "Because being in business should give you more life." Too many business owners find themselves trapped — working in their business rather than on it, sacrificing family time, personal freedom, and financial peace of mind in pursuit of growth that never quite arrives. We exist to change that. Our deeper mission is world abundance through business re-education. We believe that when businesses thrive, owners flourish, families benefit, employees grow, and communities prosper. Every coaching engagement, every strategy shared, and every win celebrated brings us closer to a world where business ownership is a vehicle for freedom, not a source of stress. Ultimately, we want you to succeed — and we have committed our entire organization to making that happen.

Our culture is not a poster on the wall. It is a set of 14 living commitments that every ActionCOACH team member and coach practices daily. Commitment means giving 100% to everything we take on. Ownership means being accountable for our results without making excuses. Integrity means we only ever promise what we intend to deliver. Excellence means good enough simply is not. Communication means we speak with purpose, positivity, and honesty. Success means we focus on winning outcomes and allow others to win alongside us. Education means we are perpetual learners who share practical, usable knowledge. Community means we build and contribute to something larger than ourselves. Balance means we honor all dimensions of life — spiritual, social, physical, family, financial, and intellectual. Fun means we treat every day as a journey to be enjoyed. Systems means we always look to process before people for solutions. Consistency means our clients and teammates can rely on us completely. Gratitude means we celebrate wins, say thank you often, and recognize what is going right. Abundance means we give freely, knowing that abundance only grows when it is shared.

ActionCOACH stands alone in the business coaching world because we back our programs with a cast-iron, 7-point, 17-week guarantee. If you follow our proven systems, complete your agreed actions, and attend your sessions — and you are still not seeing results by week seventeen — we coach you free of charge until you do. No questions asked. That guarantee is just the beginning. Our coaching system gives clients access to more than 3,500 proprietary strategies and tactics, all organized within the ABoS framework and personalized to each business. We commit to absolute confidentiality, radical honesty, and a personalized approach that treats every business as the unique enterprise it is. Our clients benefit from a network of over 1,000 certified coaches across 80+ countries, quarterly GrowthCLUB planning workshops, annual conventions, and an ever-evolving library of resources in our Learning Center. With a 98% client recommendation rate built over 31 years and across every industry imaginable, the ActionCOACH difference is not a claim — it is a track record.

Sustainability at ActionCOACH is embedded in the very definition of business success we teach. A truly sustainable business is one that operates independently of any single individual — a commercial, profitable enterprise that works without the owner. Through the ABoS framework, we help clients build robust systems, develop self-sufficient teams, and create the kind of financial clarity and operational consistency that allows a business to weather change, scale confidently, and endure over the long term. When businesses are sustainable, owners reclaim their time, their health, and their relationships. Employees work in environments driven by clear values and strong leadership. The communities those businesses serve benefit from more stable, better-run organisations. For ActionCOACH, building businesses that last is not just a coaching outcome — it is a responsibility we take seriously across every engagement, in every country where we operate.

Giving back is part of the ActionCOACH corporate DNA. It is embedded in Point 8 of our 14 Points of Culture — community — and it comes to life in two flagship programs. Coaching for a Cause is our global pro-bono initiative through which ActionCOACH coaches voluntarily donate their time and expertise to local nonprofit and charitable organisations. Using the same proven systems they apply with for-profit clients, our coaches help nonprofit leaders become more effective, more efficient, and better equipped to serve those who need it most — elevating the level of abundance across entire communities. The YESS Program — Young Entrepreneur Smart Start — is administered by the ActionCOACH Foundation and is completely free of charge for students aged 12 to 22, their schools, and youth groups. Over 12 weeks, students build a vision board, write a business plan, and produce a video pitch for their own business idea, earning a Business Basics Certificate along the way. Graduates join the YESS Club, a community of young entrepreneurs supported by volunteer coaches committed to building tomorrow's business leaders today. Both programs reflect our deepest conviction: when knowledge and support are shared freely, abundance multiplies for everyone.

At ActionCOACH, inclusion is not a policy — it is one of the Six Keys to a Winning Team that we teach and practice every day. We believe that 100% involvement and inclusion across a team unlocks the kind of trust, engagement, and collective energy that drives extraordinary results. This principle applies inside every business we coach and within our own global organization. Our programs are designed to welcome business owners across every industry, every size of company, every background, and every stage of their entrepreneurial journey. We work as much on the person as on the business, recognizing that the values, beliefs, and behaviors of every individual on a team ultimately shape the culture and the outcomes of the organization as a whole. Whether in one-to-one sessions, group coaching environments, or our online communities, ActionCOACH is a place where every voice is valued, every win is celebrated, and every person is empowered to grow.