About ActionCOACH Benefic Group
Built by operators.
Driven by results.
We don't teach theory. Our coaches have been inside businesses — growing them, fixing them, and building them into real assets. That experience is what makes our coaching different.
Our Story
More than a decade of coaching. Built by family.
ActionCOACH was founded globally by Brad Sugars in 1993 and has grown into the world's largest business coaching franchise — operating in 80+ countries over 32+ years and helping hundreds of thousands of business owners build companies that work without them.
In 2011, Andy O'Brien — with over twenty-five years of leadership and personal development experience — purchased the ActionCOACH franchise for Central Texas. Over nearly a decade, Andy built the local practice on the principles that define his work: Simplicity, Trust, and Contribution. He became a global trainer for ActionCOACH coaches across the network and one of the most respected voices in the franchise.
In 2020, Andy's son Tanner joined the firm. Tanner brought nine years of banking and nonprofit experience — and a hard-won lesson from the family business, where he'd applied the same coaching frameworks to grow revenue 5X and profit 8X while reducing his own hours to under 10 per week. Today, Tanner runs, builds, and scales the business day-to-day as CEO.
Andy has since shifted his focus inward — leading and developing the firm's growing coaching team as CCO. Together, and alongside Jodee O'Brien, the family has built what is now ActionCOACH Benefic Group — one of ActionCOACH's most recognized firms, earning National and Global ActionMAN Awards and the title of Firm Owner of the Year.
1993
Year Brad Sugars founded ActionCOACH globally
32+
Years ActionCOACH has been in business worldwide
80+
Countries in the ActionCOACH network
2011
Year the O'Brien family joined the franchise
Global Team Vision
"World abundance through business re-education"
ActionCOACH is a team of committed, positive and successful people who are always striving to be balanced, integral and honest. We work within our 14 Points of Culture to make sure that everyone who touches or is touched by the ActionCOACH team will benefit greatly — and in some way move closer to becoming the person they want to be or achieve the goals they want to achieve.
Commitment to C.A.R.E.
We care for our community of incredible business leaders through Commitment, Accountability, Results and Education.
Balanced, Integral and Honest
ActionCOACH is a team of committed, positive and successful people who are always striving to be balanced, integral and honest.
Our 14 Points of Culture
The values, beliefs, attitudes and behaviours that Action Coaches and the entire support team use on a daily basis.
Our Foundation
14 Points of Culture
These are the non-negotiable values that guide every coach, every session, and every client relationship.
Commitment
I give myself and everything I commit to 100% until I succeed. I am committed to the Vision, Mission, Culture and success of ActionCOACH, its current and future team, and its clients at all times.
Ownership
I am truly responsible for my actions, the outcome that my actions will bring, and own everything that takes place in my work and my life. I am accountable for my results and I know that for things to change, first I must change.
Integrity
I always speak the truth. What I promise is what I deliver. I only ever make agreements with myself and others that I am willing and intend to keep. I communicate potentially broken agreements at the first opportunity.
Excellence
Good enough isn't. I always deliver products and services of exceptional quality that add value to all involved for the long term. I look for ways to do more with less and stay on a path of constant and never-ending improvement.
Communication
I speak positively of my fellow team members, my clients and ActionCOACH in both public and private. I speak with good purpose using empowering and positive conversation. I acknowledge what is being said as true for the speaker.
Success
I focus my thoughts, energy and attention on the successful outcome of whatever I am doing. I am willing to win and allow others to win: Win/Win. At all times, I display my inner pride, prosperity, competence and personal confidence.
Education
I learn from my mistakes. I consistently learn, grow and master so that I can help my fellow team members and clients learn, grow and master too. I impart practical and usable knowledge rather than just theory.
Community
I am a community builder and contributor. I do whatever it takes to stay connected and achieve our shared goals. I focus on collaboration and always come to a resolution, not a compromise. I ask for support when needed.
Balance
I have a balanced approach to life, knowing that my spiritual, social, physical and family aspects are just as important as my financial and intellectual. I complete my work and most important tasks first, so I can have quality time for myself and to renew.
Fun
I view my life as a journey to be enjoyed and appreciated and I create an atmosphere of fun and happiness so all around me enjoy it as well.
Systems
I always look to the system for a solution. If a challenge arises I use a system correction before I look for a people correction. I follow the system exactly until a new system is introduced. I suggest system improvements at my first opportunity.
Consistency
I am consistent in my actions so my clients and teammates can feel comfortable in dealing with me at all times. I am disciplined in my work so my results, growth and success are consistent.
Gratitude
I am a truly grateful person. I say thank you and show appreciation often and in many ways so that all around me know how much I appreciate everything and everyone. I celebrate my wins and the wins of my clients, and team.
Abundance
I am an abundant person, I deserve my abundance and I am easily able to both give and receive it. I allow abundance in all areas of my life by respecting my own self-worth and that of all others.
Leadership
Meet our Senior Partners
Three senior partners. Decades of combined experience across business operations, nonprofit leadership, executive coaching, and organizational development.
Tanner is the CEO of ActionCOACH Benefic Group — responsible for running, building, and scaling the firm day-to-day. He joined his father Andy's practice in 2020 after nine years in banking and nonprofit leadership, and after applying the ActionCOACH system to the family business — growing revenue 5X and profit 8X while cutting owner hours to under 10 per week. That hands-on operator experience shapes how he coaches: direct, accountable, and grounded in systems that actually work.
"As a Sr. Partner of the Firm, I am here to design, plan and implement business strategies; create plans and procedures; set comprehensive goals for business growth and success; establish policies and procedures that promote company culture and vision; & oversee daily operations and the work of our coaches."
Andy purchased the ActionCOACH franchise for Central Texas in 2011, bringing over twenty-five years of exceptional leadership and personal development experience. An inspirational keynote speaker and global trainer for ActionCOACH coaches worldwide, Andy built the foundation that ActionCOACH Benefic Group stands on today. His approach is rooted in three core values: Simplicity, Trust, and Contribution — cutting through complexity, earning genuine trust, and creating lasting impact. Today, as CCO, Andy has shifted his focus to coach performance: leading, developing, and elevating the firm's growing team of coaches. He frames his methodology around 4 principles — People, Process, Product, and Profit — and brings that same lens to how he develops coaches internally. Andy is Tanner's father.
"Trust the process. Be water, be powerful, and be successful."
Jodee's career started in the nonprofit world in 1987, working with national, regional, and local nonprofits for decades. She brings a unique perspective to the firm — proficiencies in transitional change, communication, marketing, and visionary leadership. Her parents were small business owners, and she learned early on the value of work and commitment to what you believe in.
"The key to any successful business is knowing your Why and being able to share that why and develop it into the how to become profitable and grow your business."
Meet the full team of coaches, specialists, and podcast hosts. View the full team →
What we believe about business
A business should expand your life, not consume it.
Owner dependence isn't a personality trait — it's a systems problem.
Accountability without a relationship is just pressure. We build the relationship first.
Great companies don't run on heroics. They run on clarity and consistent execution.
Real coaching shows up every week, not just when it's convenient.
Knowing your Why is the foundation of every profitable, purpose-driven business.
Recognition & credentials
ActionCOACH National ActionMAN Award
2022 — Top coach in the U.S. ActionCOACH network
ActionCOACH Global ActionMAN Award
2022 — Top coach globally across 80+ countries
ActionCOACH Firm Owner of the Year
2025 — Recognizing firm growth and client results
Round Rock Emerging Leader Finalist
2025 & 2026 — Community business leadership
Ready to work with a team that's done what you're trying to do?