The biggest risk you can take, is to do nothing.” - Bradley J Sugars, Founder, ActionCOACH

Rory Sheppard

Firm Owner & Certified Coach

Executive leader with a 30+ year track record of working and growing in experience and responsibility in some of the most iconic brands in Texas (Builders Square, SBC Communications [AT&T], H-E-B, and Whataburger).  

Majority of work experience with large, complex family-owned businesses. Unique insight into the needs of family ownership groups. Broad range of experience in leading and managing very large teams across many disciplines – IT, Finance/Accounting, Shared Services, Strategic Planning, and Project Management.

I lead a team of highly qualified professionals with years of experience. We help driven and energetic business owners increase their profits and their operating efficiencies.

As your coaches and advisors, we will help you achieve more using proven tools, methodologies and systems, tested and perfected over tens of thousands of businesses worldwide over the past three decades. We will hold you accountable for your results and, just like a sports coach, push you to perform at optimal levels.

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Our Team

Dedicated to Serving and Providing Transformational Opportunities for our clients to Learn and Grow through Business Coaching, Business Education, Business Planning, Business Valuations, and Employee Assessments.

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William Bailey

Business Development

William joins ActionCOACH team after years of experience in both banking and insurance industries. He is active in the community and currently serves as a Board member for the United Way of Amarillo & Canyon. William brings a high level of energy and drive to work everyday.

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Tiffani Carter

Certified Business Coach

Tiffani has joined ActionCOACH after successful stints in training and operations with companies like Chick-fil-A and local organizations like the American Quarter Horse Association. Tiffani is passionate about junior golf in our area and has an aspiration to open a local junior golf academy here in Amarillo.

Anthony Gale

Business Development

Anthony joins the ActionCOACH team following 13 successful years in outside sales with a Fortune 200 company.  Formerly educated through the P.G.A. of America he began his professional career in the golf Industry and brings 25+ years of experience operating and growing businesses spanning several markets.  As a local business owner, he is passionate about the Lubbock community and looks forward to providing our clients with the tools necessary for personal, business and financial freedom.  

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Leif Kertis

Business Development & Certified Coach

Leif joined the ActionCOACH of West Texas team after roles across a diverse set of industries including transportation, clothing retail, financial planning, and professional sports. Leif will continue to own and operate the West Texas Warbirds - an indoor/arena football team in Odessa.

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Carlos Lopez

Certified Business Coach

Carlos Lopez is a passionate brand marketing leader with experience across Fortune 500 companies, with over 15+ years of experience. His passion is to help business owners realize the dreams they had when they first started their business by leveraging his experience and passing it on to local business owners!