Unlock your business potential with Strategy Development, Coaching, and Business Advisory through deep experience and process-driven outcomes.
About Us
At CBB Coaching, we understand that leadership is not just a title — it’s a mindset, a commitment, and a journey. Our passion is to empower leaders, executives, and business owners to reach their fullest potential and create ripple effects of positive change within their organizations.
We offer tailored coaching programs designed to:
✅ Sharpen decision-making under pressure
✅ Strengthen team dynamics and collaboration
✅ Cultivate a resilient, adaptive, and thriving workplace culture
✅ Unlock untapped leadership potential
✅Foster innovation and forward-thinking strategies
Our approach is deeply personalized and built on scientific insight, because we know every leader’s journey is unique.
Why Choose Us?
What sets CBB Coaching apart is our use of globally recognised diagnostic tools that provide rich, data-driven insights into your leadership style and effectiveness:
Human Synergistics Life Styles Inventory (LSI) — This powerful tool uncovers the thinking and behavior patterns that drive your results, helping you become more self-aware and intentional in your leadership approach.
Caliper Profile — A world-leading personality assessment that pinpoints your strengths, motivations, and areas for growth, allowing us to customize a development path that aligns with your natural talents.
Our accredited facilitators are not just coaches — they are transformation partners who walk beside you, challenge you, and champion your progress.
Our Vision
At CBB Coaching, we envision a world where every leader has the clarity, confidence, and capacity to inspire their teams, navigate complex challenges, and drive sustainable success. We believe empowered leaders create empowered workplaces — and that’s where real impact happens.
Chris Baddock
Chief Executive Officer, Coach, Facilitator & Key Note Speaker
Drawing from experiences of using culture and behaviours to achieve business success, Chris offers a unique perspective on cultural development, behaviour, and engagement. An accredited LSI coach with real-life experience, Chris emphasises and promotes a focus on the behaviours required by leaders to achieve business sustainability.
Chris has a long history of building partnerships with key customers across the liquor and grocery categories. He is a member of the Australian Institute of Company Directors, an accredited Human Synergistics Coach and a graduate of the Australian Graduate School of Management
Chris most recently was CEO, Australian Liquor Marketers (a division of Metcash Ltd) July, 2019 – Feb 2024. He has 30 + years experience in FMCG and +20 in the Drinks Industry, working in both supply and retail including Lion & Woolworths. Chris was appointed Director of Pinnacle Drinks in February 2015, a wholly owned subsidiary of Endeavour Drinks owned & exclusive Beer, Spirits and Wine to BWS, Dan Murphy’s, Progressive NZ and Summergate China. In addition, Chris ran Cellarmasters, Woolworths Liquor Export and the digital team. During this time Chris served as NED for Gage Roads and Chair Southtrade International.
Before joining Woolworths Chris spent 11 years with Lion Australia in several senior management roles including Managing Director of Fine Wine Partners and National Customer & Sales Director of Lion Australia.
