From Aircraftsman to ActionCOACH
Former Wing Commander transforms three decades of RAF Service into a thriving coaching business.
Garry Crosby spent 31 years in the Royal Air Force, rising from Aircraftsman in Electronics in 1982 to commanding 51 Squadron. After retiring as Wing Commander in 2014, he successfully navigated the transition from Military life to entrepreneurship through franchising, building a thriving business coaching practice.
Like many ex-Military personnel, he initially joined a large defence company. In reality, he hated it. What did catch his attention was coaching. “I’d seen it being introduced into the organisation and realised I genuinely enjoyed it. Helping people think better and perform better turned out to be far more interesting than another round of PowerPoint.”
Why ActionCOACH
When he decided to leave corporate life, he faced a choice: build from scratch, or buy into a franchise. “I spoke to three and chose ActionCOACH because its vision, culture and track record were miles ahead of the rest.”
The training proved intense and, unexpectedly, fun. “More importantly, it covered everything: how to coach, how to use the tools, and how to actually build a business. You’re never operating in isolation, which matters more than you think when you leave the Services.”
High achiever
Eight years on, the business has gone from strength to strength. Garry achieved Gold Level Coach status and now generates over £20,000 monthly. After extensive networking, he sees himself as a connector within his business community. “My aim is simple: put good people in touch with other good people who can help them.”
The standout moment came when he won Best Client Results in the UK in January 2026, based entirely on client testimonials. “That matters more than revenue. If your clients are winning, you’re doing something right.”
He employs a disciplined approach to operating and growing his business. “Discipline. No question. Doing what needs to be done, especially when it’s uncomfortable, is still the foundation,” he says. “In coaching sessions, I’ll use Military leadership principles when they fit, alongside clarity, focus and action.”
Work–life balance
Perhaps the most significant change has been in work–life balance. “Now, I control my diary. I’ve learned just how valuable time is when you actually own it. I have structure, but it’s my structure. That gives me balance across work, family, hobbies and life in general.”
Next steps
His advice to anyone in the Forces considering a similar transition is straightforward: “Service life gives you a deep appreciation for structure, systems and process. That doesn’t disappear when you take the uniform off. For me, ActionCOACH provided exactly that framework, plus a strong community around it.”
If you’d like to transfer your skills to a rewarding business and you:
A) get a buzz from helping others succeed
B) love learning and developing yourself
C) have enjoyed success in your career or sport…
Then find out more by watching the six-minute overview video at: franchise.actioncoach.co.uk
