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Asics UK Case Study


Asics UK is part of a global corporation producing a market leading brand of sports shoes, clothing and accessories. The organisation’s overall mission is to become the number one brand for the sports enthusiast by building its technological advances and continuing to make the best products.

Our work with Asics UK resulted in Go M.A.D.® Thinking being highly commended at the CIPD People Management awards 2013 for ‘Achieving measurable results.’


The challenge

Following a restructure, Asics UK asked Go M.A.D.® to work with all levels of the business to develop a new vision for the company and drive employee engagement.


The solution

Workshop groups established for the Senior Management Team, Sales Teams, Head Office Managers and Head Office Employees.

The first workshop with the Senior Management Team facilitated the creation of the vision for the UK Business.

During a two-day workshop, coaching sessions were used within the Sales Teams and Head Office Managers groups to identify goals related to the new company vision. Both groups agreed a 90-day team and individual challenges which would make a difference to the day-to-day performance of the business. Progress was reviewed after 45 days and the results assessed on completion of the 90-day challenge.

Head Office staff participated in two, half-day workshops during which they were coached using the Go M.A.D.® Framework and tool kit. Delegates individually defined goals linked to achieving the company vision.


Differences made

By applying Solution Focused Thinking, participants realised why it is important to take personal responsibility for decisions. They learnt how to focus energy on outcomes they can influence.  The changes in mind-set were achieved by building understanding of the Go MAD® Results Framework and its applications 

  • 100% growth in sales of apparel products, which equates to ROI of 5 times the Go MAD Thinking project cost
  • £50K savings achieved by re-defining sales process and reducing waste
  • Project aims were exceeded, resulting in £4M additional revenue

  • The company vision statement focused employee energy and passion

  • Pride in the brand increased by employees wearing company products  

  • Morale improved, “Since the team did Go MAD the whole place is in a lighter place.”
  • Strategies were put in place to encourage employee engagement, including role swaps and a mentoring programme 
  • All managers were trained as Go MAD Thinking accredited coaches
  • 100% growth in sales of apparel products, which equates to ROI of 5 times the Go MAD Thinking project cost 

Lisa Rankin, HR Manager

“The programmes have provoked people to think, ultimately helping us to drive growth plans. The change in mind-set for some people has been quite radical and has even helped to improve people’s lives outside of work. This is the beauty of Go M.A.D.®; whilst it helps the business to deliver its objectives, the business also gives back something to the employees with the tools and techniques learned.”


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