Business Coaching Sydney · For Founder CEOs and Managing Directors

For the leader who built it, and now leads it.

Business coaching in Sydney for founder CEOs and managing directors of mid-sized private businesses. Dual qualified in commerce and clinical psychology, with twenty-five years inside the operator's seat and the boardroom. Confidential counsel from Surry Hills, or online.

25yrscommerce & psychology
20–500staff, typical client
AGSMFormer MBA lecturer
Dan Auerbach, business coach in Sydney, Surry Hills portrait
Surry Hills, Sydney.
By appointment.
Trusted by senior leaders at
Westpac AMP Macquarie Bank National Australia Bank Goldman Sachs Woolworths Allianz TPG Telecom Sonic Healthcare Knight Frank Super Retail Group M&C Saatchi UNSW NRMA Insurance Perpetual Tourism Australia NSW Government Westpac AMP Macquarie Bank National Australia Bank Goldman Sachs Woolworths Allianz TPG Telecom Sonic Healthcare Knight Frank Super Retail Group M&C Saatchi UNSW NRMA Insurance Perpetual Tourism Australia NSW Government
Featured in Australian Financial Review · Sydney Morning Herald · Australian HR Institute · Public Accountant

A small number of operators, each year. Founders, MDs, and the teams behind them.

Most of my business coaching clients have already built something real. The company runs, the people are mostly the right people, the numbers mostly work. They're here because the next stretch of the road asks something different of them, and they want a thinking partner who can hold the commercial and the personal in the same conversation.

i.

Founder CEOs (20 to 500 staff)

You started it. You still feel responsible for everything. The job has outgrown the way you used to run it, and you want a sounding board who has actually been in the seat.

ii.

Managing Directors of privately held businesses

Family-owned, founder-owned, or PE-backed. Carrying shareholders, a board, a leadership team, and the parts of the job that don't show up in any report.

iii.

Executive teams of growth-stage businesses

The leadership group of a business moving from owner-run to executive-led. Working together so the next stage of scale doesn't break the operating culture you've built.

Psychology and commerce, in the same room. Three levels of mastery.

An evidence-based framework refined over twenty-five years. Sessions typically run weekly or fortnightly across a four-to-six month arc, shifting to monthly as ground is held. Each engagement is bespoke; the architecture beneath it is not.

i
Self-mastery
Clarity about how you operate under load. The patterns you reach for, the ones that quietly cost you, and the inner architecture of your decisions. Drawing on Leadership Circle Profile, Hogan 360, and clinical psychology.
ii
Relationship mastery
The conversations you've been avoiding, and the ones you're having badly. Executive presence, hard feedback, board dynamics, and the relational fabric that determines whether your strategy survives contact with your team.
iii
Strategic mastery
The few decisions that matter, made well. Where to put your attention, what to refuse, how to set the direction your organisation can actually follow. Coaching that earns its commercial keep.

Business coaching in Sydney, for the leaders who run privately held businesses.

Founder CEOs and managing directors of privately held mid-sized businesses, alongside senior leaders at Westpac, AMP, Knight Frank, Macquarie Bank, NAB, Goldman Sachs, M&C Saatchi and Sonic Healthcare, draw on this work to lead at the highest level. Each engagement is private, deliberate, and bespoke.

A thinking partner who has been in the seat.

Running a privately held business is a particular kind of pressure. The founder CEO carries the strategy, the people, the cashflow and the brand, often without a peer in the room to test thinking against. The managing director carries the same load with a board and shareholders added on top. Business coaching is the structured conversation that gives you back a confidential space to think out loud, before the decision lands on everyone else.

Operator counsel, not commentary.

This is business coaching rooted in commerce and behavioural science. I trained in commerce at Macquarie University, ran businesses myself, and lecture into the AGSM MBA program at UNSW. I also lead a corporate psychology firm supporting more than 600 member organisations. Working with a dual-qualified business coach in Sydney, you get nuanced feedback on your decision-making, the relational dynamics inside your leadership team, and the operating patterns that quietly throttle growth. The outcome is sharper decisions, stronger influence, and a quieter, more confident leadership presence.

For founder CEOs and MDs, in Sydney and online.

I see a small number of leaders each year: founder CEOs, managing directors and executive teams of privately held businesses in the 20-to-500 staff range. Engagements run four to six months, weekly or fortnightly at first, shifting to monthly as ground is held. From Surry Hills, Sydney CBD, or online wherever you are. For enterprise C-suite work see executive leadership coaching; for the full picture of the practice see the main practice page.

I strongly endorse Dan as a trusted advisor and expert CEO coach. He helped identify and leverage core leadership strengths and transition from directing executives to truly empowering them. Results were transformational.

MT
Matthew Tobin
CEO · UAP Group

“Dan is smart and deeply understands business and the challenges that come with business leadership. He asks questions that deep down you know you should be answering, and many that you didn't.”

BS
Ben Stack
Stacks Law Firm

“He made me see things much more clearly and helped me overcome barriers that initially seemed insurmountable. The way Dan builds trust and makes discussing difficult issues very easy is unique.”

AK
Alex Kibble
TKD Architects
Dan Auerbach, Sydney business coach, on a Surry Hills street

Dual qualified. Rare in this work.

Two practices, kept in the same room. The first: a corporate psychology firm I built that today supports more than 600 member organisations across Australia. The second: a private clinical practice. Both still run, day to day. I trained in commerce, lectured into the AGSM MBA program at UNSW, and built both. My clients come for the operator who reads psychology, not the other way round.

i.
B.Commerce, Macquarie University
Commercial fluency built first-hand.
ii.
Clinical Psychotherapist · PACFA #21561
Clinical Member, Psychotherapy & Counselling Federation of Australia.
iii.
Former MBA Lecturer · AGSM
Australian Graduate School of Management.
iv.
Licensed Assessor · Leadership Circle Profile & Hogan 360
Certified Facilitator, Collective Leadership Assessment.
v.
Certified EFT Therapist
International Association for Emotionally Focussed Therapy.
Download full bio (PDF)

This work isn't for everyone. Here's where it fits, and where it doesn't.

Likely a good fit

  • You built it, you run it, and you want a thinking partner who has actually run something themselves.
  • The business has grown faster than the operating habits you started with, and you can feel the gap.
  • You want a coach who reads the P&L and the team dynamic with equal seriousness.
  • You're willing to be honest about what isn't working, even if the audience is just one person.
  • You're prepared to commit to four to six months of considered work.

Probably not the right fit

  • You want a tactical fix in two sessions. There are good people for that, and it isn't me.
  • You're looking for cheerleading. The work is generous, not flattering.
  • You aren't free to act on what you discover. Coaching without authority frustrates everyone.
  • The brief is to validate a decision already made, rather than examine it.

A clear, considered arc. No surprises.

Transparency reduces risk for both of us. Here's the architecture of a typical engagement: adapted, never improvised.

Step 01

Introductory conversation

Thirty minutes, no obligation. We test fit, you ask anything, I'm direct about whether I can help.

Step 02

Discovery & assessment

360-degree input, Leadership Circle or Hogan as appropriate, and a careful read of the terrain.

Step 03

The core arc

Weekly or fortnightly sessions across four to six months. Self-mastery, then relational, then strategic.

Step 04

Hold the ground

Monthly check-ins to consolidate gains and apply them to the decisions in front of you.

A thirty-minute conversation. No obligation, on either side.

The best way to find out whether this work is for you is a short conversation. If it isn't a fit, I'll often know someone who is, and I'll point you there.

A 30-minute introductory conversation

Pick a time.

Sydney time (AEST). By phone, video, or in person at Surry Hills.

  • Tue 26 May
  • Wed 27 May
  • Thu 28 May
  • Mon 1 Jun
  • Tue 2 Jun
See all available times