At Coach B and Stewards, we push you beyond limits to achieve excellence– Adeolu Akinyemi

Adeolu Akinyemi is a versatile leader with nearly two decades of experience across various industries and countries. He is a Personal Development Trainer, Financial and Business Intelligence Coach, 10X Consultant, and Human Resources expert.

As the Principal Consultant at Coach B and Stewards, Adeolu has impacted over 500,000 people across 10 countries and 500 organizations, ranging from SMEs to government agencies. He also serves as the Group MD of A2W Group, where he led a remarkable 300X growth in a local herbal bitters brand within two years.

Adeolu is a cofounder of Bitnob and an advocate for blockchain technology. As a nation builder, he founded the New Nigeria Club and actively participates in initiatives that drive positive change. He and his wife lead the Market Women Initiative, providing training and interest-free loans to over 1,000 women to support their businesses. Adeolu’s dedication to service has earned him numerous national and global awards. He is married to Temitope, and they have three children.

Did your childhood influence your work in any way? Tell us more about your educational background

My childhood greatly influenced who I have become. Education gave me a confidence boost early on, making me believe there was no problem I couldn’t solve. This confidence began in my first year of secondary school, where I led my class and earned scholarships. I continued to excel academically, winning more scholarships in university.

I also got my first taste of business in secondary school, discovering that I had a natural aptitude for buying, creating value, and selling.

My early education was diverse—I attended nursery school in Ilorin, then moved to Oyo Town in Oyo State for a year. My parents then brought me back to Ilorin, where I spent a year at Chapels Nursery and Primary School before moving to the University of Ilorin Staff School. I completed my secondary education at Federal Government College Ilorin before studying Electronics and Electrical Engineering at Obafemi Awolowo University. After graduating, I began my career at Procter and Gamble as a Recruitment and Training Manager, where my journey into human resources and business coaching truly began.

What is your approach to leading Coach B and Stewards as its Principal Consultant?

Coach B and Stewards is a business consulting and executive coaching company designed to partner with individuals and organizations on their journey toward success. The ideology behind Coach B and Stewards is rooted in analyzing the two types of coaches people or organizations often encounter in life and identifying the one that brings the most transformative impact.

I often share the story of two young athletes aspiring to represent their countries in the Olympics.

The first athlete, eager to realize her dream, seeks out Coach A. Coach A agrees to coach her, setting clear timelines for training and providing precise instructions. On the first day, when the trainee arrives late, Coach A points out that punctuality is crucial for achieving excellence but proceeds with the training anyway.

Coach A is patient, navigating through challenges with grace, always striving to bring out the best in the trainee under any circumstances. On the eve of the race, Coach A offers a heartfelt conversation, reminding the trainee that the journey, not just the destination, defines her success. Coach A encourages her to give her best, reassuring her that the race is not the end, and there will always be another chance, even if she doesn’t win.

The second athlete approaches Coach B. Coach B initially dismisses her, questioning her commitment and suggesting she might quit at the first sign of difficulty. Undeterred, the athlete insists she is determined to succeed. Coach B presents her with an ironclad contract, outlining strict penalties for tardiness and expulsion for repeated infractions. The training is rigorous, with little room for flexibility. However, the athlete never falters, adhering strictly to the demanding regimen.

On the final day of training, Coach B delivers a stern pep talk. He tells the athlete that she is fully prepared, that there is only one acceptable outcome—victory. Coach B will be waiting at the finish line, ready to celebrate her success. But if she falls short, she must keep running, as there is no room in his vocabulary for second place. Winning is all that matters.

In life, we encounter both types of coaches—Coach A and Coach B. Many of us already have a Coach A in the form of our parents, who love us unconditionally. At Coach B and Stewards, we believe everyone needs a Coach B to push them toward excellence and greatness. We strive to be that balance for our clients, doing the hard work others won’t, to give them a real chance at success.

My approach is to create a support system where our team members embody the roles of both Coach A and Coach B, gamifying the process to ensure our clients win. Whether we’re conducting training or consulting, we identify opportunities and establish contracts that help navigate the tough decisions necessary for success.

Our team is aligned with our ideology, ensuring our clients receive the best from us, so they can give their best to their customers. For us, success is defined by our client’s success. We are driven by a deep understanding of our client’s pain points and a Coach B-level commitment to their success.

How has your educational background influenced your career in Human Resources Management and, more recently, in financial and business intelligence coaching?

I studied Engineering because I was drawn to the problem-solving nature of the field and my desire for precision. I wanted to be in a field where I could predict my results, and engineering, with its mathematical foundation, provided that opportunity. However, during my studies, I discovered my passion for people—teaching, tutoring, counselling, coaching, and encouraging others.

This passion led me to pursue a career in training and development. Within six months of graduating, I became the Recruiting and Training Manager for Procter and Gamble West Africa. The company recognized my natural talent and passion, understanding that while engineering equipped me with problem-solving skills, my heart lay in human relations and human resources management.

As I delved deeper into my career, I noticed a significant challenge that people faced—managing their finances. At P&G, we often say that people are our most important assets. It struck me how many of these talented individuals lacked the financial literacy needed to build wealth and achieve financial independence. My love for people, combined with my passion for training and development, led me to focus on financial and business intelligence coaching. It has been an incredibly rewarding journey, allowing me to help others navigate their financial futures with confidence.

What strategies have been crucial to your success in scaling businesses like A2W Group?

Answering this question fully would require a book! I often say that you can’t feed an ant to become an elephant, nor can you feed an elephant to become an ant. Greatness must be inherent from the start if it is to feature in your destiny. To scale any business, the first thing I examine is its foundational elements.

How is the business configured? This question encompasses several critical aspects: What is the profit model? How does the business connect with others to create value? Who does the company collaborate with? How are talents and assets organized and aligned? What signature methods are required to deliver the product or service to customers?

If these foundational questions aren’t addressed properly, those are the areas where we make the initial tweaks. It’s by making the “baby” an “elephant” that growth becomes not just possible but inevitable.

I could share case studies of how, at A2W Group, we’ve achieved growth ranging from 10X to 3000X with different products and initiatives. Our focus is on continually doing this for more businesses.

How have the awards and recognitions you’ve received shaped your professional journey?

Awards are like feedback—they signal that what you’re doing is being noticed and appreciated. While I never set out to win awards, they are always welcome acknowledgments of the impact my work is having.

What motivated you to create the Market Women Initiative, and what impact has it had so far?

The Market Women Initiative was born out of a desire to positively impact the lives of small-scale businesspeople who lack the advantages that come with business and financial literacy. Many people in our environment engage in business through trial and error, without understanding the fundamentals of securing savings or investing in business growth. Through this initiative, we have trained and provided over 1,000 market women with access to training, interest-free loans, and a supportive community of entrepreneurs to learn from and collaborate with.

How do your faith and values guide your leadership in both business and community development?

My faith is the lens through which I see and understand life. It is core to all the spaces in which I operate. In business, this means that even though I provide direction for the company, I see myself as serving others.

My faith requires me to live an exemplary life that aligns with God’s Word, influencing every decision and action I take in business and community development.