Our CEO

Dr Rob Smorfitt, entrepreneur, researcher, and business builder.

Dr Rob Smorfitt, like you, struggled and learned many hard lessons as an entrepreneur.

Rob has a unique background that combines corporate experience, entrepreneurship, and academic research.

After seven years in corporate marketing and selling of technology, he spent more than 45 years as an entrepreneur, building experience across a wide range of industries and business models. During this time, he started, bought, sold, merged, franchised, and, where necessary, closed businesses that were no longer performing. In total, he has been involved in more than 90 businesses.

His passion for business development led him to pursue advanced studies, completing both an MBA and a PhD focused on entrepreneurship and business development, earned while running his businesses.

Since completing his PhD in 2008, Rob has developed a comprehensive range of training and assessment materials designed to assist three types of client: Shareholder, Corporate Management, and Entrepreneurs.

Rob is recognised as a lateral thinker with strengths in strategy, strategic marketing, and business development.