Brad Sugars

ActionCOACH’s profile says that at the age of seven Sugars sold his Christmas presents to his brothers.⁠[1]

He knew by the age of 13 that he wanted to run his own business, and his first venture was a newspaper delivery route; at 16 he won a local Rotary Youth Leadership Award and attended a seminar by the motivational speaker Jim Rohn, which he credits with changing his life.⁠[2]

His personal website says he saved his allowance as a teenager to attend a Jim Rohn seminar, where he was the youngest person in the audience, and that “nobody has created a bigger impact on Brad Sugars’ life than Jim Rohn.”⁠[3]

He is an accountant by training and ran several small businesses while at university.⁠[2][4]

In 1993, while still in his twenties, Sugars realized the need for business coaching as he stood in front of a small group of business owners in Brisbane and started what became ActionCOACH; he initially ran weekly coaching sessions free of charge to test his methods.⁠[5]

The company was originally called Action International; it began with three employees and its first office was in Brisbane, secured with the help of a $15,000 overdraft cheque from his father.⁠[4][2]

He recalled: “The business coaching industry did not exist, so we started from scratch in the industry.”⁠[2]

The company expanded to New Zealand in 1994 and, in the late 1990s, spread across Australia and into Asia.⁠[5]

He also said Robert KiyosakiRobert KiyosakiRobert Kiyosaki is an American author, entrepreneur, and investor, the author of the bestselling personal finance book Rich Dad Poor Dad, and the co-founder, with Kim Kiyosaki, of the financial education company The Rich Dad Company. He has long promoted investing in cash-flowing assets and comments on social media about gold, silver, Bitcoin, and other assets; his company Rich Global LLC filed for bankruptcy in 2012 after being ordered to pay about $23.7 million in litigation with the seminar company Learning Annex.Open the full entry had invited him to speak at a business school in Hawaii, and that over two years he and a friend ran seminars for 288,000 people.⁠[2]

In 2000 Sugars moved the company’s headquarters to Las Vegas, Nevada, and launched in the United States.⁠[5]

In 2006 he returned to the company as CEO and has since led ActionCOACH as its founder, chairman and president.⁠[4][1]

The same year McGraw-Hill in New York published his The Business Coach in its Instant Success series, with 241 pages of text.⁠[6]

In a GuruFocus “1,000 Entrepreneurs” interview published on March 31, 2020, Sugars had written 17 books, had become chairman rather than CEO, and lived in Las Vegas with his family.⁠[2]

In the interview he said he had run more than 50 enterprises, including a pizza business and a hair salon, later sold a property management company and runs a commercial cleaning business. “What I am good at is running businesses,” he said.⁠[2]

In an August 2025 article marking 32 years, ActionCOACH said it had more than 1,000 offices in over 80 countries and worked with more than 15,000 businesses each week, and described the “14 Points of Culture” Sugars established, including Integrity, Excellence, Communication, Education, Teamwork, Balance and Fun.⁠[5]

The article quotes a saying of his: “You don’t grow your business; your people do.”⁠[5]

On April 24, 2026, Hard Knocks Business released the short video “He built a $100 Million/ year company.,” filmed in Las Vegas, in which the host stopped Sugars beside a Rolls-Royce for a street interview.⁠[7]

In the video he said he mostly buys and sells companies and is best known for teaching and coaching business; he said his best single day brought in $1.2 million, that “Single year, we do over 100 million a year,” and that he was 54.⁠[7]

He recalled complaining to his father as a young man that he could not get good people, and his father replying, “Hey Brad, you get the people you deserve.” Asked what he would do if starting from zero, he said he would build an AI platform for a niche that does everything and translates itself into every language, estimating two weeks to launch and four weeks to make his first million.⁠[7]

He also said every business ends in an exit: either it kills you or you kill it, a “passive exit” where it runs without you, which he said is his goal in all his companies, or a “financial exit.”⁠[7]

He advised setting crazy goals, saying a goal that does not make you grow is not really a goal (video at 00:29).⁠[7]

He said most business owners set goals that are too timid, just enough to live or pay the bills, and that goals should be based on market size rather than personal needs (video at 00:42).⁠[7]

He warned against fixating on “how” at the outset, saying the gap between setting a goal and reaching it is the learning, research and planning you are willing to do (video at 00:48).⁠[7]

He attributed his success to building great people, saying that if you become a great leader, great people will want to work in your company (video at 01:00).⁠[7]

He said a business should be a vehicle that builds your life, rather than becoming your whole life (video at 01:38).⁠[7]

His personal website describes a 30-year entrepreneurial career as CEO of 9+ companies, lists Bucket List Life Coaching, Engage and Grow, Voyager, Avalanche and Urban Clean alongside ActionCOACH, and links to The 100M Entrepreneur Podcast.⁠[3]

The website’s copyright is held by Sugars Enterprises LLC, and it offers courses, events and coaching programs aimed at businesses at different revenue stages.⁠[8]

Personal website: https://www.bradsugars.com/ (opens in a new window).⁠[8]

ActionCOACH: Official website: https://www.actioncoach.com/ (opens in a new window).⁠[4]

X: Public account: https://x.com/BradSugars (opens in a new window).⁠[8]

LinkedInLinkedInLinkedIn is a social networking platform for professionals. It was founded in 2002 by Reid Hoffman and others, launched in 2003, and listed on the New York Stock Exchange in 2011; after Microsoft acquired it for approximately $26.2 billion in 2016, it became a wholly owned Microsoft subsidiary. Its revenue comes from membership subscriptions, advertising, and recruitment solutions.Open the full entry: Public profile: https://www.linkedin.com/in/bradsugars/ (opens in a new window).⁠[1][8]