Rob Whitfield

Rob Whitfield is the Founder of Redefine Winning, a research institute focused on driving a return on investment from behavior change in the workplace. With three decades of consulting experience, Rob’s mission is to enable every individual, team, and organization to achieve its full potential.

Rob is an award-winning CEO and thought leader, and has had a truly remarkable career transforming teams at some of the world’s most influential companies, including Aflac, British Telecom, Coca-Cola, CVS, EDP, General Motors, Marks & Spencer, T-Mobile, Verizon, Volkswagen, World Bank Group – the list literally goes on and on. Rob has a very rare insight into the inner workings of these senior executives and their teams; a truly behind the scenes look at the companies that run the world. He has coached their CEOs and C-Suites helping them revolutionize industries, disrupt the competition, and navigate the pandemic. He has partnered with their teams to create organizations that won’t let failure be an option.

Redefine Winning offers coaching and training events for leaders and their teams, keynote speaking, and cross-functional offsite events that truly unleash the power of the team.