CASE STUDY

Coleman Brands

Building Leadership Capability at Coleman Brands

Coleman Brands – with household names like Coleman, Esky, Aerobed, and Ball – is a well-recognised subsidiary of US-based Newell Brands. While the brand was familiar to Australians, the business had struggled to deliver consistent profitability since its incorporation in 2000.

By 2010, the company undertook bold structural changes, including a full SAP system overhaul, significant staff reductions, a move to shared services, and relocation. Under the charismatic leadership of General Manager Justin Casey, staff engagement remained high (84%)—a rare feat during such large-scale transformation. But sustained cultural change and business growth required more than one strong leader. It demanded a leadership team capable of driving long-term behavioural transformation.

 

Haigh's Chocolates family owners, Simon, John and Alister Haigh pose for a photo after undergoing a program for Succession planning for business owners

The Problem

A Technically Strong Team Without Leadership Depth

As Coleman transitioned into its second year post-transformation, its leadership team—mainly technical experts promoted into senior positions—needed to evolve. Clear expectations were agreed upon and communicated, but resistance to cultural change led to further restructuring. The core challenge was balancing courageous, outcome-driven decision-making with authentic, human leadership.

It became clear that to continue thriving, Coleman had to invest in leadership development to build a new generation of leaders who could match the boldness of their GM while being empathetic and people-focused.

“It occurred to me, one day, that I wasn’t being approached to resolve issues as often, and people weren’t turning to structures to solve problems. They were just talking to other team members and getting it sorted. I thought, my God they finally get that this is a TEAM effort – it’s not just about YOU performing.”

Katrina Small, Human Resources Manager, Coleman Brands

The Solution

A Strategic Investment in Leadership Development

Recognising the ambitious shift needed, Coleman sought a partner who could both provoke reflection and teach practical leadership skills. The goal was to cascade behavioural excellence throughout the organisation using a shared language rooted in accountability, responsibility, and ownership.

Integrity and Values was selected for its proven experience in delivering executive coaching programs in Australia and its ability to embed leadership behaviours that drive results.

Processes and Outcomes

Integrity and Values delivered a tailored 24-month leadership development program combining:

  • High-impact workshops
  • Peer learning sessions
  • Executive coaching
  • A comprehensive communications course
  • Access to an online learning platform

A hallmark of the program was the “Teach Once, Learn Twice” approach—empowering Coleman’s leaders to teach the tools and behaviours to their teams. This method accelerated adoption and embedded cultural change across all levels of the business.

The Results

From Good to Great

The program resulted in a fundamental shift in how leadership was understood and practised at Coleman:

  • Staff began resolving issues autonomously
  • Accountability and ownership became part of the daily language
  • Recruitment strategies were aligned to the new leadership values

As a direct result, Coleman Brands was listed in BRW’s “Great Places to Work“:

  • #34 in 2013
  • #2 in 2014

The leadership development program from Integrity and Values became a cornerstone of Coleman’s cultural and strategic success, proving that investing in leadership coaching leads to measurable organisational transformation.

“The big firms came in with slick presentations they felt like they were just rolling out a standard sales pitch – they could have been selling insurance or banking products. There was little of substance that demonstrated that they had focused on us, and what we needed. Jennifer came in with very little in the way of presentations or slick brochures. Instead she listened to what we wanted and could link her work to a specific and measurable impact on the bottom line. “

Justin Casey, General Manager Oceania, Coleman Inc

Inspired to Develop the Next Generation of Leaders?

If you’re a senior business leader ready to transform your team’s performance and culture, now is the time to act. Integrity and Values’ leadership development programs have helped organisations across Australia shift from operational survival to strategic growth.

Contact us today to learn how we can tailor a leadership journey for your team

get the full pdf version

Request a copy of the Coleman Brands Case Study

Talk to our Coaches

With over 30 years of experience, Integrity and Values has delivered some of Australia’s most impactful executive leadership development programs—trusted by organisations committed to lasting cultural change and measurable results.

If you’re ready to unlock the full potential of your leadership team, we invite you to connect with our expert coaches, Jennifer or Alison, through our enquiries form.

Empower your leaders. Transform your business.