Pieter Scholtz

About us

“If I allow people to be just okay, or to be mediocre – then what I am saying is I want a company that is just okay. Anyone who knows me will tell you that is not what I am about.” -Bradley J Sugars, Founder, ActionCOACH

Our Founder and CEO - Brad Sugars

Taking inspiration from Jim Rohn, Sugars began the ActionCOACH story in Australia. He not only created the Business Coaching category; he continues to revolutionize the industry providing new content and new programs. Sugars has written 17 business books and ActionCOACH has more than 3500 strategies, processes and systems that are used in thousands of businesses every single day.

ActionCOACH History

The concept of business coaching, as it is widely known today, was pioneered in 1993 by the founder of ActionCOACH Brad Sugars.


More than two decades later, the company that started it all is still on top. In fact, no franchise in the “business coaching” category is 10% of our size in total revenues.


From a humble one-man-show operation to a multi-million enterprise, ActionCOACH continues to blaze the trail and serves as the business coaching industry’s most innovative company.

The Vision

ActionCOACH is a team of committed, positive and successful people who are always striving to be balanced, integral and honest.


We will 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.


The Vision we support is “World Abundance through Business Re-Education”.


Our purpose is to have a coach in every business.

The African Story

ActionCOACH expanded into the African continent in May 2007 with current Country Partners, Pieter Scholtz and Harry Welby-Cooke, having concluded a Master License Agreement to launch the brand in South Africa.


Our first Franchise Partner joined us in January 2008 and the team have grown to 35+ Franchise Partners and Business Coaches, coaching 1000’s of businesses.


  • In 2009, we appointed our first Franchise Partner in Namibia.
  • In 2014 we appointed our first Franchise Partner in Lagos Nigeria.
  • In 2020, I entered into an agreement to launch ActionCOACH in Botswana and good progress is being made to appoint a Territory Firm License in Botswana.

We believe that the opportunities to further expand our footprint in Southern Africa are strong and are actively looking for qualified and experienced Franchise Partners and Firm Owners to join our great community of Business Coaches.


About Coach Pieter

Pieter Scholtz played a vital role in bringing the ActionCOACH brand to South Africa in 2007, as well as further afield into Nigeria and Namibia. Pieter lends his coaching skills to a number of SME clients, and has coached CEOs and executive teams in numerous blue chip companies.

Pieter was awarded the ActionMAN Award at the ActionCOACH EMEA conference in 2008. In 2012, he was inducted into the ActionCOACH PresidentsCLUB, and in 2013 was awarded the Global Executive Coach of the Year Award on the ActionCOACH global Conference in Berlin, Germany, and in 2017, he was inducted into the ChairmansCLUB.

Our Culture

1) 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. I always recommend products and services of ActionCOACH prior to going outside the company.

2) 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.

3) 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 and I clear up all broken agreements immediately.

4) 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 and innovation.

5) 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 never use or listen to sarcasm or gossip. I acknowledge what is being said as true for the speaker at that moment and I take responsibility for responses to my communication. I greet and farewell people using their name. I always apologize for any upsets first and then look for a solution. I only ever discuss concerns in private with the person involved.

6) 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. I am a successful person.

7) 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 am an educator and allow my clients to make their own intelligent decisions about their future remembering that it is their future. I impart practical and useable knowledge rather than just theory.

8) Teamwork

I am a team player and team leader. I do whatever it takes to stay together and achieve team goals. I focus on co-operation and always come to a resolution, not a compromise. I am flexible in my work and able to change if what I’m doing is not working. I ask for help when I need it and I am compassionate to others who ask me.

9) Balance

I have a balanced approach to life, remembering that my spiritual, social, physical and family aspects are just as important as my financial and intellectual. I complete my work and my most important tasks first, so I can have quality time to myself, with my family and also to renew.

10) 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.

11) 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 use a system solution in my innovation rather than a people solution. I follow the system exactly until a new system is introduced. I suggest system improvements at my first opportunity.

12) 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.

13) 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 have in my life. I celebrate my wins and the wins of my clients, and team. I consistently catch myself and other people doing things right.

14) 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. I am rewarded to the level that I create abundance for others and I accept that abundance only shows up in my life to the level at which I show up.




55 Bradstone Road, Cornwall Hill Estate, 0178


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About Coach Pieter

After a short spell in the mining industry, as part of the Anglo-American Corporation, Pieter spent five years in the motor industry, before accepting a position at Cadbury Schweppes in 1991, where he remained for 16 years. In April 1999 he was appointed to the Board of Bromor Foods. Then in April 

2003, he was appointed to the board of Cadbury South Africa and served as the leadership team that tackled the complex integration of Cadbury Schweppes’ beverage and confectionary interests. 

Pieter co-launched ActionCOACH South Africa in 2007, after deciding to pursue a career in consultancy. Together with his partner, Harry Welby-Cooke, he has grown the brand into a 40+ strong franchise group across the country. During this time, this duo also co-created the ‘Saleability Model’, a business model created to build a business for sale. 

He holds a Diploma in Human Resource Management from the Technikon inPort Elizabeth (now Nelson Mandela Metropolitan University), and has completed a number of executive management programmes at the University of Stellenbosch Business School and the UCT Graduate School of Business. 

Pieter was awarded the ActionMAN Award at the ActionCOACH EMEA conference in 2008. In 2012, he was inducted into the ActionCOACH PresidentsCLUB, and in 2013 was awarded the Global Executive Coach of the Year Award at the ActionCOACH global Conference in Berlin, Germany. 

And in 2017, he was inducted into ChairmansCLUB. 

Over the years, he has been, and continues to be a regular contributor to magazines and has been interviewed numerous times on radio and television. Happily married, Pieter has three beautiful daughters with his wife, Hanneke. In his spare time, he enjoys many sports, but has a particular passion for cycling (a loyal participant in the Argus tours) and swimming (a consistent competitor in the Midmar Mile). He is also a keen wine collector and has a passion for hunting and conservation.