Scott Miller: From Automotive Sales to Business Coaching: Scott Miller’s ActionCOACH UK Journey

Shifting gears to drive business success

After nearly two decades working in automotive sales, Scott Miller knew it was time for a change. He had built a successful career with some of the industry's best-known brands, progressing into senior management and taking responsibility for vehicle buying across Northern Ireland.

But the further he moved away from sales and working directly with people, the less satisfied he became.

Scott began looking into franchise opportunities, initially with the idea of running his own business. That research led him to ActionCOACH UK, where he discovered a different way to use his experience.

Although he initially considered investing in an exclusive territory, conversations with the ActionCOACH UK team introduced him to the General Manager Pathway. It offered the opportunity to combine his interest in sales, coaching and business growth while helping develop a corporate coaching operation across Northern Ireland.

Since joining in March 2022, Scott has helped grow the operation from a Belfast territory into a business covering the whole of Northern Ireland.

From the showroom to senior sales management

Scott's career took an unexpected direction while he was studying engineering at university. He had taken a part-time sales job to earn some extra money and quickly realised where his strengths lay.

“I worked part-time in sales when I was doing my degree. I quickly discovered I was a better salesman than engineer!”

After graduating, Scott moved into automotive sales, beginning a career that would last close to 20 years.

He worked for the Lookers Group, representing manufacturers including Jaguar and Aston Martin, before moving to the Sytner Group and working with Mercedes-Benz. His career progressed through a number of roles, eventually leading to his promotion to Head of Buying for Northern Ireland.

Despite reaching a senior position, Scott found that the role was taking him away from the parts of the industry he enjoyed most.

“I felt like I was just looking at spreadsheets or sitting at auctions. It wasn’t me. I wasn’t working with my team and was away from sales. I’d worked in the industry for close to two decades. I knew it was time for a change.”

Scott had always wanted to do something for himself, so he began researching franchise opportunities and considering what his next career move could look like.

Discovering a different route into business coaching

Scott initially focused his research on sales consultancy franchises. During that process, he came across ActionCOACH UK and downloaded its information brochure.

The response was quick, and the initial conversation prompted him to look more closely at what business coaching involved.

“It all happened pretty quickly! I downloaded the brochure and by the time I left the office, they’d already contacted me to discuss my interest. I was hooked!”

At first, Scott was unsure what business coaching would look like in practice. What appealed to him was the opportunity to work with businesses of different sizes and across different industries.

A conversation with his personal trainer helped him understand the role in a way that made sense.

Scott is keen on fitness and regularly spends time in the gym. During a session involving Olympic lifts, an off-hand comment from his trainer made him think differently about coaching.

“My PT said she wouldn’t be able to lift that amount of weight. It was an off-hand comment but it made me realise coaching isn’t about what you can do personally but how you can communicate information and guide others.”

It was an important realisation. Scott could draw on his own experience, but the value of coaching would come from helping other people apply the right thinking and make progress themselves.

Finding the right opportunity with ActionCOACH UK

As part of his due diligence, Scott explored the financial commitment involved in investing in an exclusive territory. He eventually decided that purchasing one was not the right option for him at that stage.

That could have been the end of his conversations with ActionCOACH UK, but a discussion with Managing Director and co-founder Julie Wagstaff opened up another possibility.

“I had a great conversation with ActionCOACH MD and co-founder Julie Wagstaff, explaining if it were a job rather than an investment, I’d be all in. She pointed me in the direction of the General Manager Pathway. I was sold.”

Following an interview with co-founder Ian Christelow, Scott signed up and joined the team.

His training took place online, but the experience still made a strong impression. Despite his years of sales experience, he found there was plenty to learn.

One particular lesson stayed with him.

“I learnt the two most expensive words in business are ‘I know’!”

The second week of training focused on sales. Given his background, Scott had initially considered skipping it, believing he already knew the subject inside out.

“I’m ashamed to say, I was considering skipping it. I thought I knew all there was to know! Luckily, I changed my mind and can honestly say I learnt more about sales in one week than I had done in years.”

It reinforced the importance of remaining open to learning, regardless of previous experience.

Growing a business community across Northern Ireland

Scott officially started in March 2022. His first priority was building relationships and finding clients.

Some of his earliest opportunities came through people he already knew.

“Most of my early clients came from friends and acquaintances who were interested in my new venture. In fact, my first client I knew quite well. My kids attended the crèche he ran, plus I’d sold a car to him only a few months previously!”

Scott initially became General Manager of one of ActionCOACH UK's managed territories in Belfast. Over the following two years, the operation developed to cover Northern Ireland.

A key part of the team's work has been its GrowthCLUB events, which bring business owners together for structured planning and development. Hosted every six weeks, the events have become increasingly popular within the Belfast business community, regularly attracting between 40 and 50 attendees.

The events provide an opportunity for owners to step back from their day-to-day responsibilities, work on their plans and connect with other local businesses.

For Scott, the group events are an important part of building the wider business community, but his one-to-one coaching is where he gets particular satisfaction.

Seeing the difference coaching can make

Scott enjoys the relationship that develops between a coach and their client. He finds it rewarding to see people work through challenges and make changes that have a direct impact on their businesses.

“I love the dynamic between coach and client. You can see the impact straight away. You can really see people break through their challenges and reach new heights.”

One of the clearest examples is his first client, the owner of a crèche business.

Scott has continued working with him since the early days. During that time, the client has expanded into a successful chain of coffee shops, despite having no previous experience in the industry.

“When I started coaching him, he was putting a lot of money into his businesses but not seeing any return. Now he’s drawing a solid salary out of the business, which is really rewarding to see.”

The expansion has also become a family project, with the client opening the coffee shops alongside his brothers.

For Scott, being part of that journey demonstrates how coaching can help business owners make decisions, improve performance and create opportunities they may not have considered before.

Learning through the experience of running a business

Scott also believes that developing the corporate territory has given him a useful perspective when working with clients.

He sees himself as his own first client, having faced many of the same challenges around growth, sales, recruitment and business development.

“I’ve recently worked through the challenges my clients have faced whilst growing this corporate territory for ActionCOACH. I think it gives me a unique perspective. There is real value in being so close to those experiences. I know how they feel!”

He is also able to draw on the wider ActionCOACH UK network for advice and support.

Working closely with Ian and Julie has given him access to experienced coaches, training and resources as he continues to develop the operation.

“The support they’ve given me has also been amazing. I think working so closely to Ian and Julie in particular means I’ve got access to the best coaches, training and all-round support. It’s a non-stop learning curve.”

That access to support has been particularly valuable as the business has grown beyond its original Belfast territory.

Building something bigger across Northern Ireland

Scott's ambitions for the business are significant. His immediate focus has been on bringing in new clients, progressing towards Gold-level coach status and continuing to expand the ActionCOACH Northern Ireland operation.

At the time of the original interview, the business was generating around £500,000 in annual turnover, with a longer-term ambition to reach £3 million a year within five years.

Scott also had a personal milestone in mind: attending the Emerald Lunch at ActionCOACH's 2026 global conference.

Achieving that would represent an important milestone for the Northern Ireland operation. The specific recognition or performance threshold associated with the target should be confirmed before publication.

“I get so much out of working with the team. If you want to go somewhere fast, go alone, but if you want to go further, go together. I believe we have the team in place to build something really special here.”

His ambition is to keep growing the business while making a meaningful difference to the clients and communities it serves.

Transforming businesses and lives

For Scott, the appeal of his role is the combination of coaching and business development.

He enjoys building the brand, attracting new clients and working with the team, but the most rewarding moments come from seeing clients achieve results.

One example from the original interview involved a newer client who needed to develop a sales plan. Working together, they made significant changes to the business's sales activity.

“Recently, me and one of my newer clients worked through developing her a new sales plan. Since September, she’s gone from making £30,000 a week to expecting to make upwards of £77,000. It’s life-changing!”

It is this kind of progress that keeps Scott motivated. His background in sales means he understands the importance of generating revenue, but coaching gives him the opportunity to help business owners build the capability to sustain that growth.

“I know it sounds clichéd, but seeing these transformations really does change lives, making it all worthwhile.”

Scott's advice for anyone considering ActionCOACH UK

Having experienced both the commercial and coaching sides of the business, Scott believes it is important for anyone considering joining ActionCOACH UK to understand what the role involves.

He encourages people to be realistic about the responsibilities and make sure the opportunity matches what they want from their career.

“It’s important to go into this business with your eyes open, having a clear understanding of what the role entails. It’s incredibly rewarding, but there are unique demands and responsibilities that require the right mindset.”

For Scott, the experience has given him the opportunity to return to the parts of working life he enjoys most: sales, working with people and helping businesses grow.

“Doing what I do has been such an amazing experience. I feel privileged to work with such talented people and make a real impact along the way.”

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