“Success is not final, failure is not fatal: it is the courage to continue that counts.” -Sir Winston Churchill, Former British Prime Minister


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

Rory was born and raised in Spearman and is excited to be back in the Amarillo area, near family, and having the opportunity to bring greater business success to this part of Texas.

I have a passion for improving the lives, livelihoods, and legacies of business owners in the West Texas region. We have practical, proven strategies and frameworks to drive effectiveness that have been developed over the past 3 decades.

I lead a team of certified business and executive coaches and am an ActionCOACH firm owner serving the Amarillo and Lubbock markets along with the entire High Plains & South Plains areas in West Texas. We help driven and energetic business owners and leaders increase their profits and their operating efficiencies.

Click link below to schedule a Free Strategy Session to get started today!

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Modeled After the 1-1-1 initiative at, ActionCOACH of West Texas is committed to donating a minimum of 1% each of our Time, Talent, and Treasure (Team Hours, Coaching Services, and Revenue) to local non-profit agencies that provide services as close to those in need as possible. AND we will encourage our clients to do the same!