THE BUSH LESSONS GUY

See What Others Miss. Lead What Others React To.

Turn Pressure Into Possibility

“I turn pressure into possibility—unlocking new results for business owners, executives and their teams.”

Most people begin life believing almost anything is possible. Yet somewhere along the journey, disappointment, doubt, fear and limiting beliefs quietly shrink their dreams until they settle for far less than they are truly capable of achieving.

Francois J. Lubbe believes it doesn’t have to be that way.

Throughout his own life, he has repeatedly discovered that the most extraordinary opportunities lie just beyond the first courageous step into the unknown. Whether leaving the familiarity of a small farming town, building an executive career, stepping into entrepreneurship, creating new intellectual property or exploring ecosystems across the world, one pattern has remained constant: growth begins when we choose courage over comfort and possibility over certainty.

Growing up in Kakamas in South Africa’s Northern Cape, Francois developed an insatiable curiosity about people, nature and life. One of the greatest influences on his thinking was his grandfather, a farmer whose formal education ended at primary school but whose wisdom shaped generations. His advice has remained a guiding principle throughout Francois’ life:

“One thing no one can ever take away from you is your education. Go and learn as much as you can.”

That lifelong commitment to learning has taken Francois from corporate boardrooms to the African bush, from global business communities to diverse cultures across the world. Each experience has expanded not only his knowledge, but the way he sees.

Today, Francois is known as The Bush Lessons Guy and is the creator of the Bush Lessons Intellectual Property System—a distinctive philosophy, language and methodology that helps leaders see what others miss.

At the heart of his work is a simple but powerful belief:

People rarely reach the limits of their potential. More often, they reach the limits of what they believe is possible.

By learning to read the ecosystems in which they live and work, recognising the visible and invisible tracks they leave behind, and responding differently to pressure, leaders begin to see possibilities that were always there—but previously hidden from view. Better seeing leads to better thinking. Better thinking leads to better decisions. Better decisions enrich ecosystems and create extraordinary results.

Francois integrates this philosophy with the ActionCOACH approach, drawing on decades of globally developed intellectual property, proven business methodologies and the collective experience of an international community of business coaches and business owners. As one of the pioneering ActionCOACH Franchise Partners in South Africa, he combines this global perspective with his own intellectual property—including Bush Lessons 4 Business, The Possibility Dynamo, and Kruger MBBA™, his flagship executive immersion methodology that helps executive teams discover new ways of seeing by reading the tracks their organisation is leaving—to help leaders navigate uncertainty, mobilise meaningful action and create lasting impact.

Whether working with an entrepreneur scaling a business, a family business navigating succession, or a corporate leadership team facing complexity and change, Francois helps leaders recognise what others overlook, make better decisions and enrich the ecosystems they lead. His philosophy is translated into practical action through proven business systems, disciplined execution and measurable outcomes.

Simply put, Francois helps leaders see what they couldn’t see before, so they can achieve what they didn’t believe was possible.

With 23 years of corporate and executive leadership experience, more than 17 years as an ActionCOACH Franchise Partner and over 12,000 hours of business coaching, Francois has guided business owners, executives and leadership teams across a wide range of industries. He has been recognised internationally as an ActionCOACH Diamond Coach, Master Coach, Sales Coach of the Year, Global Speaker & Trainer and National Brand Builder.

He is the author of Bush Lessons 4 Business – Unlocking Your Possibility, the publication of which resulted in appearances on television, radio and podcasts, where Francois shared the unique perspectives that continue to shape his thinking today.

As a keynote speaker, leadership strategist and lifelong learner, his work continues to evolve through observation, experience and a relentless curiosity about how people, businesses and ecosystems flourish. Whether coaching a leadership team, facilitating an immersive experience in the African bush or speaking from an international stage, his purpose remains the same:

To help people see what they couldn’t see before, believe in what is truly possible, and take the first courageous step towards enriching the ecosystems in which they live and work—creating extraordinary results.

Every ecosystem leaves tracks.

The future belongs to those who learn to read them.

Credibility & Recognition

• Delivered more than 12,000 hours of business coaching across a wide range of industries.
• Internationally recognised by ActionCOACH as a Diamond Coach, Master Coach, Sales Coach of the Year, Global Speaker & Trainer and National Brand Builder.
• Played a pioneering role in establishing ActionCOACH in South Africa as one of its early Franchise Partners.
• Formerly established the first Small Business Division for a major bank.
• Three-time Top Regional Sales Manager nationally.
• Recipient of the national Prestige Award for Leadership at executive level.

Education & Continuous Development

• B.Com – University of the Free State
• B.Com Honours – University of the Free State
• Master of Business Leadership (MBL) – UNISA
• Executive Sales Development Programme – INSEAD (France)
• Strategic Leadership Programme – School of Business Leadership / Go Strategic (USA)
• 4-Day MBA Programme – Sydney, Australia

The Bush Perspective

For more than 35 years, Francois has explored the African wilderness, discovering timeless lessons about leadership, resilience, adaptation and possibility. The bush remains both his classroom and his laboratory—a place where observation deepens understanding and where the invisible often becomes visible to those willing to look more closely.

Personal Life

Francois values family and meaningful relationships alongside professional achievement. He enjoys travelling, wildlife photography, birding, wine collecting, running, reading and cooking—pursuits that reflect his curiosity, appreciation for lifelong learning and commitment to living a balanced and purposeful life.