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Adam Ashcroft business coach in dubai.

Meet Adam Ashcroft, Executive Coach Dubai,

the Middle East and internationally.

Your Business Coach, Executive Coach and Life Coach

Adam Ashcroft 

The Advantage Coach, Executive Coach Dubai

Adam Ashcroft is a highly regarded Business Leader & Accredited Executive Coach with over 20 years extensive international experience developing and growing companies and supporting executives.  He has a deep rooted knowledge of working across the Middle East, Africa & Europe.

With a passion for supporting and coaching senior executives across global markets Adam Ashcroft helps identify clients passions & purpose whilst creating clear goals, through a strengths based approach, which enables CEOs, Business owners and senior executives to achieve exceptional lives and careers.

Adam harnesses his diverse experience of starting (and selling), leading & running businesses by guiding coaching clients through his accelerated growth program so that companies, leadership teams and executives can utilise his vast range of “Playbooks” to reach their full potential.

Adam has been executive coaching in Dubai and the wider region using The Advantage Coach Playbooks which are an accumulation of industry best practices that he has collated over the past 20 years whilst working with the world’s foremost companies. 

Combined with Adam’s passion for executive coaching, business coaching and life coaching, these Playbooks create the catalyst for client's accelerated success so they can reach peak performance, heightened performance as well as overall happiness and success.

Executive coaching in Dubai, Adam's experience includes;

  • 20+ Years Starting (and selling), Developing and Leading Businesses
  • Wharton EDP & Loughborough Business School, BSc (Hons)
  • Gallup Certified Global Clifton Strengths Performance Coach
  • Member of the Association of Coaching

Coaching in Dubai, UAE, and assisting with the expansion of sizable businesses across the world, Adam has worked with a number of the world's leading CEOs and business executives as both an established and successful business leader as well as a business coach.  Adam brings this vast experience as business leader and an executive coach in Dubai into helping individuals, teams and organisations reach their full potential. 

Adam is often regarded as the best business coach and best executive coach in Dubai who specialises in supporting CEOs, Business Owners and Senior Executives in key performance areas ranging from career guidance and navigating around organisations for success, through to increasing sales and company performance.  

Adam's key areas of focus include:

  • Individual One on One Executive Coaching
  • Team Coaching senior leadership teams (SLTs)
  • Group Coaching senior executives.
  • Organisational Coaching
  • Strengths based Coaching 
  • Coaching using Gallup Clifton Strengths
  • Peak Performance Coaching.
  • Career Coaching
  • Life Coaching.

Whether working with you as your business coach, executive coach, career coach or life coach in Dubai, across the Middle East or internationally, Adam is here to support you on your journey.

executive coaching dubai

Successful senior executives need a coach to help them navigate their increasingly complex trajectory.

You deserve the opportunity to be the best you can be.

Every great SUPERSTAR has a coach... Who's yours?

 team coaching  in dubai

Successful leadership teams need to collaborate to achieve exceptional results.

You need to unleash the strengths of each leader to achieve accelerated results.

Unleash your leadership teams potential by executing The Advantage.

business coaching dubai

In an increasingly complex world, we help your business define and execute on priorities.

You deserve the opportunity to be the best you can be and reach your full potential.

Discover how The Advantage can accelerate the growth of your business.


Benefits Of A Strengths Based Approach

People who have an opportunity to use their talents and strengths:

3 X

as likely to report having an excellent quality of life

6 X

as likely to be engaged

in their jobs

38 %

More likely to be

highly productive

44 %

More likely to earn higher Customer satisfaction scores

Source: Gallup

Success Stories

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Lola Myshketa

Chief Business Development Officer


Adam’s success story as an entrepreneur, his outstanding achievements in the corporate world, combined with his natural talent in dealing and influencing people are a very unique combination that he brings to the coaching industry.

Adam’s techniques are effective, because he is able to coach from a very deep and broad personal experience. His genuine drive and passion to empower his clients to live a life of purpose is the real deal and the true value add.


The strengths-centered business model that underpins Adam’s coaching practice alongside his intuitive, honest, deeply enthusiastic style are massively engaging to work with. 


Most importantly Adam champions diversity and inclusion, which I find inspiring and quite rewarding, so if you are an executive woman seeking to reach new heights both personally and professionally, look no further. Adam is your go-to Executive coach in Dubai!

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Conor McHugh

Founder and CEO

Alchemy Search

I would highly recommend using Adam's services. In particular if you are running a business by yourself and really need a good sounding board for advice.

I found Adam was a great listener and effectively told me what I "needed" to hear as opposed to what I "wanted" to hear. The biggest take away I took from everything was my accountability improved and my organizational skills.

All in all, I found Adam's professional & personable approach very refreshing and would recommend his services to anyone.

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Mark Taylor

Managing Director - Middle East & Africa


I have now been working with Adam for almost 1 year and have thoroughly enjoyed our coaching sessions, the sharing of life experiences, expanding both our networks and maximising our time together.

The passions, enthusiasm, positivity and energy that Adam brings with his style of coaching has directly challenged my thinking, changed my priorities and focused me on my strengths to make sure I live and breathe them daily.

A truly enjoyable journey with Adam, where the challenges we face as business leaders are overcome and put into perspective after each and every season. If you are sceptical of coaching and or the benefits that can be realised, then just meet Adam for 1 hour, and you will start a process that will be rewarding to both your personal and business life.

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Umer Saleem

BD Leader

Fives Group

“Adam has been transformational in both my professional & personal life accelerating my success. His discipline & methodical work style has given me the foundations to build the very best version of myself into my daily routine.

Since working directly with Adam I have experienced even higher levels of success which I can only attribute to our working relationship. I very much look forward to a long fruitful coaching relationship with Adam so I can reach even greater heights. I have no hesitation in recommending him as an Executive Coach Dubai”.

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Joy Spiropoulos-Lavers

Finance Director

ACCA Member

Working with Adam these past few months has helped me leverage my strengths and truly understand myself and my professional goals. He has helped me come up with a clear and focused goal that I can work with in the coming months.
Adam's positivity and outlook on life truly helps to keep you focused and determined. It has been a rewarding experience.

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Nick Smith

Co-Founder & Director

First Choice Equipment

Adam's coaching has been exceptional since we started working with him toward the end of last year. The focus, direction and ideas he has helped us unlock have all transformed the way we work for the better.

The use of strengths and how to better leverage those has been a key part in the change we have seen and I can't imagine there's anyone out there who has a better understanding than Adam does in this area.

In addition to being a great coach, he is also an all-round good person!

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Michael Todd


2b Limitless

"Adam is a strengths based ‘High Performer’ - I first met him as a coaching client and his commitment to the process of growth and development led him to our coach training process. It soon became apparent that Adam had a real talent for coaching individuals and teams. 

His high level corporate experience and skills combined with his coaching skills create a real unique value proposition. I would highly recommend Adam as a strengths-based coach of real quality who is sure to have an impact on high-performance people, teams and organizations. I am really looking forward to collaborating with Adam and supporting his continued growth and success."

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Harry Tregoning

Managing Partner & Owner

Tregoning Group

Having founded and run my own business for several years I was looking for the best business coach to support my continued growth as a leader and help take Tregoning Group to the next level.

Adam is the only Dubai based Business Coach I am aware of who has successful started, led, grown and sold his own business.  He brings invaluable experience from his own journey to support me to get the very best out of my life and businesses.  Without hesitation I would recommend Adam and his coaching skills to help support you, your business and your life reach their full potential.

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James Bourke


Energy Driven Systems

“Adam Ashcroft and his tools and strategies have become core to our culture. He has been one of the critical influences to EDS’s success. From coaching our key leaders through to helping our leadership team unleash our company’s full potential. 

Adam helped us map out our vision on how to become a world class organization”.

Trusted by

The Advantage Coaching Packages

Advantage Discovery (Free Session)

When you are uncertain about the longer term commitment of working with a professional Coach, Advantage Discovery could be for you.


  • 1 x Strategic Review (60 minutes)
  • 1 x brief summary report

Following this session, we will outline your proposed coaching journey, with clear milestones so that you can reach your full potential and live your best life.

Schedule a call today to book your Advantage Discovery Session

Advantage (Top 5 Strengths)

When you are uncertain about what your strengths are and how to utilise them daily, the Advantage Top 5 Strengths package could be for you:


  • 1 x StrengthsFinder Top 5 Assessment & Results
  • 1 x Top 5 The Advantage Mug
  • 1 x Strategic Review session (90 minutes)

Through this program, we will identify your top 5 strengths, and how to use them to reach your full potential and live your best life.

Schedule a call today to book your Advantage Top 5 Strengths session

Advantage Twelve

When you have a clear and specific challenge to overcome, our 12 month Advantage 12 engagement could be the right option for you.


  • 1 x Strategic Review Session (90 minutes)
  • 1 x brief summary report
  • 1 x Comprehensive Induction Session (90 - 120 minutes)
  • 1 x StrengthsFinder Top 34
  • 10 x High Performance Coaching Sessions (90 mins each)
  • 1 x Personal Copy of The Advantage Playbook
  • 1 x Printed personalised copy of your 12 month The Advantage Playbook (after 12th Month)

Working with an Advantage coach who can hear the things you don't want to hear, and see the things you can't see, will enable you to become the person you always wanted to be.

Schedule a call today to book your Advantage 12 Journey

Highlighted Wisdom for Your Business Growth

business coaching Dubai

Unleashing the Power of the 3 P's: A Deep Dive into Living Your Best Life on the 'Weird Human' Podcast






Adam had an incredible opportunity to be a guest on the amazing "Weird Human" podcast hosted by Doctor Anthony and Stotts. 🎧✨  In this captivating episode, we dived deep into the topic of how to live your best life. We explored the power of The 3 P's. It was a thought-provoking and inspiring conversation that left us all wanting more! 💡

Download our free eBook


Do you wake up each day with clear purpose? Are you living the life you deserve with all its riches?

What's inside:

Discover the 7 Steps inside this eBook and give yourself the best possible chance of achieving your best, reaching your full potential, and living with fulfilment both at work and in life.

The 7 Steps To Live Your Best Life Ebook cover

Frequently Asked Questions

My purpose is to make you as successful as you can be so you can have a positive impact on the world, your community and the most important people around you.  My belief for you to be at you to be at your best, you firstly need to focus on yourself, before focusing on others.

I combine over 20 years of personal and business experience which includes starting, running and selling my own sizable business with the learnings of being around exceptional people and share this experience through being a one on one executive coach, as a team coach, a business coach, author and motivational speaker.

Whether I am working with you one on one, as a leadership team, or speaking to 1000 senior executives I always follow the 3 main pillars of The Advantage Coach approach and cariculum. These are:

  1. The 3 P's to Succeed - do you have them and use them?
  2. The 7 Steps to Success - are you following them?
  3. The 100+ playbooks - are you using them as a resource for success?

If you use and follow these you will be successful whether it's in business or in life.

Try raising your hands above your head as high as you can. Yes, really do it! Now try and stretch them even higher. The same is in life and business. There is always room for improvement.

Whether you are in the lowest depth of dispair or you already believe life can't get even better I can assure you there is room for improvement and greater happiness and success. I myself have gone from a moment of being told that I was so ill from PTSD and CFS (Chronic Fatigue Syndrome) that I should be left in a dark room for 5 years. Within months I was out in the light again, living back on a path to success. If you are already in great shape, how much more impact can you have if you chanel yourself even better?

My priority is ensuring you as my client is operating at your best as quickly and as often as possible, and for this to happen we firstly need to ensure you as the CEO, business owner or senior executive is operating at their best both at work and in life.  When the leader is at their best, they can then make massive positive differences to their team's and organisations performance.  I therefore describe myself as a combination of a life coach, a business coach and an executive coach.

My focus is coaching in Dubai (UAE) as this is where I am based, but I also have clients across the Middle East, Europe and Internationally.

Dubai is a very high octane environment to live and do business, but the margin between success and failure is far greater than more established markets. In my view if you were a pure executive coach, you would be looking at the individual coaching client entirely from a work perspective.

From my own experiences and seeing the positive results first-hand I focus as both a life, executive and business coach as I strongly believe there is a strong carryover from your personal life into being an excellent and successful business leader, and vice versa. I believe after all it's The Business of Life.

Working with SMEs I usually start one on one coaching the founder, business owner or Managing Director first before coaching the leadership team and wider organisation. My experience of business coaching in Dubai and beyond I find the senior executives extremely talented in their chosen profession, but often don't have a partner who can share best practices of running similar businesses. When working with global organisations I find very similar challenges. I bring best practices and practical examples that can be quickly implemented into all organsaitons for greater performance and results.

As I work with multiple SMEs and larger global companies, I can bring best practices which strengthens the executive's leadership offerings. As I also ran my own business and held a number of senior leadership roles in global companies, I also bring this experience for the benefit of the client.

Everything I do focuses on leadership development.I strongly believe that everything starts with you as an individual being the best you can be, so you can be the best for others.

I was fortunate to be selected onto Cummins Global Leadership Development Program (GLDP) back in 2017 and graduated from the program in 2019, as well as attended the Wharton Executive Development Program (EDP). Whilst realising I was most productive at work when I was inspired by the leader (and less productive when I experienced poor leadership) I now harness the learning of these two world class leadership courses for the benefit of my business coaching clients.

There are multiple popular personality profile assessment tools in the market including Myres Briggs MBTI, Firo-B, DISC, Korn Ferry's 4 Dimensional Model, Hogan Personality Test and many others. From my own experiences I found none as powerful as the Gallup Clifton Strengths. Knowing my Gallup Clifton Strengths Top 5 and my Top 34 Clifton Strengths has changed my life, and I use them every day to help me be at my best.

The Clifton Strengths profiler told me who I really am, shows me my Strengths and if I use them each day I feel better, am better and I'm much more fulfilled and happy. If we can use our passions (our Strengths) each day we'll perform far better!