Andrew De Groot: Banking on the Benefits of an ActionCOACH UK Franchise

Former HSBC global operations leader Andrew De Groot spent more than 25 years building his career in banking. But when a major restructuring during the pandemic presented him with a life-changing choice, he saw an opportunity to pursue a long-held ambition: helping business owners in his community reach their full potential.

In 2021, Andrew was offered two options: take on a role overseeing 9,000 people or leave the business with a financial package that would allow him to explore a new career. He chose the second path, trading the security of a senior corporate position for the challenge and opportunity of business ownership.

His decision led him to ActionCOACH UK, where he could put his extensive leadership and business experience to work helping entrepreneurs grow. Just one year into his coaching journey, Andrew had built a client base of more than 13 businesses, supported by his own skills, his team and the ActionCOACH UK network.

“The reality is I’ve always been training to be an Action Coach… I just never knew it. Looking at my career journey, from working for one-man bands to leadership roles with household brands, I’ve been growing businesses and teams my entire professional life. It’s the key element present in every job opportunity I’ve taken.”

From employee to employer

In 2020, Andrew was leading a team of 3,000 people across more than 40 countries. During his time in banking, he helped significantly improve business performance metrics, contributing to the organisation’s position as one of the leading investment operations teams in the world.

Despite his achievements in finance, Andrew knew that professional success alone would not fulfil his ambition to give back. He wanted to equip small business owners with the knowledge, confidence and skills to build successful businesses of their own.

In September 2021, he launched his Exeter-based ActionCOACH UK franchise. He subsequently secured the opportunity to expand into four additional exclusive territories, giving him a broader platform from which to support business owners across the region.

“Faith, both in yourself and in the religious sense, is important to me. I’ve always strived to help people and benefit my community by encouraging businesspeople like myself. Unlike the corporate world, ActionCOACH UK allows me to give back to the community I live in.

“When I was faced with the ultimatum in 2021, I knew this was an opportunity to find a career that focused my attention on helping others. Being an Action Coach means I can spend my working hours instilling my comprehensive business knowledge into those who need some direction, helping their businesses to grow.

“For me, becoming an ActionCOACH UK franchise partner was a no-brainer. After leaving such a high-profile job, although my main goal was to serve business owners, I also wanted to maximise my chances of success. With its reputable name, money-back guarantee and excellent support system, I knew I would be in good hands with ActionCOACH UK.”

Investing in a brighter future

With more than 25 years of business experience behind him, Andrew brought an impressive set of credentials to his new venture. A Chartered Accountant, he had also completed leadership and innovation courses with Harvard and London Business Schools.

Yet Andrew quickly discovered that becoming a successful business coach required a different combination of skills, practical experience and continuous personal development.

“Since my training with ActionCOACH UK began, I’ve significantly extended my business acumen and coaching capability. I assumed that because I excelled in my corporate positions across so many disciplines, business coaching would come naturally to me. But I soon realised I had underestimated how much I still had left to learn and how much hard work and dedication it takes to be a world-class coach.

“I’ve learnt and rediscovered so much about myself. It is a constant journey of growth, but I know I can use my evolving skillset to improve my clients’ business mindsets and help them achieve their goals.”

Andrew’s first client came through his existing network: a business-owning couple who knew about his achievements in finance. Initially, they wanted support with growth in a more corporate style. Andrew recognised, however, that they could also benefit from the principles and practices within ActionCOACH UK’s 14 Points of Culture.

After working with the couple for just under a year, he saw them make particularly strong progress, becoming standout examples of what his coaching could help clients achieve.

For Andrew, the value of ActionCOACH UK’s support comes down to two connected elements: personal development and community. The combination of individual coaching, ongoing learning and a network of fellow franchise partners helped him build momentum and attract more than 13 clients during his first year.

“The support I’ve received has been truly outstanding. It’s authentic and tailored to you. You’re coached yourself every week, meaning you have first-hand experience of how much coaching can benefit a business owner, as well as a true understanding of the logistics of the sessions.

“ActionCOACH UK has also created such a powerful community that helps me and other coaches to grow. I feel part of the wider UK business community and, with ActionCOACH UK sponsoring national awards, I have access to global leadership, both through inspirational examples and business connections.

“For me, ActionCOACH UK was a vertical learning curve in the first year: intense, but the only way was up! I’ve learnt how to support others while also growing myself. No matter what level a business is at, I know I have the tools to help it succeed.”

Building a business around family

Andrew’s career change has also reshaped his life outside work. After years of international travel and responsibility for large teams, running his own coaching business has given him greater flexibility to spend time with his family.

“Although two of my children are now at university, it’s still very important to me to spend time with my family wherever possible. After racking up half a million air miles from looking after teams of 3,000 people in 40 countries, when I hit 50, I decided it was time for me to come back to my family.

“I wanted to realign with my wife and children and enter this next stage of life together. The pandemic gave me a taster of what life could be like if I had a better work-life balance. I knew it was time for a new career venture that would allow me to help others grow while simultaneously growing closer to my family.”

Building a business has also given Andrew a new appreciation of the everyday demands his clients face. Establishing two businesses in 13 months has shown him just how many responsibilities fall on an owner, from arranging meetings to handling the smallest administrative tasks.

“I’m always curious about the next business steps I can help people take, which creates a natural workaholic tendency. Setting up two businesses in 13 months has given me huge empathy with my clients, as I now know everything is down to me as a business owner, from organising meetings to putting the postage stamp on a document that needs to be sent out.

“Until I grow a team around me, this is how I gain valuable insight into the everyday tasks that must be completed. On the other hand, I can also be flexible when scheduling those meetings and tasks, so I can be there for my family. It’s the best of both worlds.”

Aiming for greater success across the South West

With the foundations of his coaching business in place, Andrew has ambitious plans for the future. Inspired by the ActionCOACH UK community and the progress he has already made, he wants to extend his reach and help more business owners achieve their goals.

His personal target is to work with 15 clients in each of his five territories, allowing him to support businesses across a wider geographical area. Beyond growing his own franchise, he has a broader ambition for the local business community.

“As a personal goal, I would like 15 clients in each of my five territories, helping as many different people in as many regions as possible. As a marketplace goal, I have high ambitions to make 25 millionaires in Devon and Cornwall.

“Although these targets may seem adventurous, I know that with my newly extended skillset and the support from ActionCOACH UK, I will be able to achieve them.”

Andrew’s journey shows how a successful corporate career can provide a strong foundation for business coaching, while a franchise can offer the training, support and community to help turn a personal ambition into a new professional chapter.

Could an ActionCOACH UK franchise be your next career move?

If you have business experience and want to help other people succeed while building a business of your own, discover more about the ActionCOACH UK franchise opportunity.

Discover how an ActionCOACH UK franchise could help you build a business with purpose, flexibility and the support of an established coaching community.