PEOPLE ARE CAPABLE OF MORE.
For over 20 years, we have helped people see more in themselves, bring out more in others and turn human potential into meaningful performance.
OUR STORY BEGAN WITH A BELIEF IN PEOPLE.
2b Limitless was founded in the UAE in 2006 by Mick Todd, built around a powerful belief: when people understand what is strong within them, they can lead, perform and contribute differently.
Over the past 20 years, 2b Limitless has grown from a founder-led coaching business into a global leadership, coaching and human-performance organisation. Our work now spans executive coaching, leadership and team development, professional coach education and long-term enterprise partnerships.
Strengths remain central to how we work. Rather than beginning with what is missing, we help people recognise what they naturally do best and apply it more deliberately to their leadership, relationships and performance.
Under Peter Turner’s leadership, our Accredited Performance Coach programme extended this philosophy into professional coach education. Today, 2bAPC develops both aspiring professional coaches and leaders who want to bring high-quality coaching into organisational life.
From our UAE foundations, we have delivered more than 3,500 workshops and 5,000 psychometric assessments across over 35 countries, while training more than 500 coaches. As our global community and regional capability continue to grow, we remain committed to the idea that started it all: helping people, teams and organisations become more of what they are capable of being.
Our Mission
“Our mission in life is to help others succeed.”
We excite, engage and transform through inspirational, strengths-based learning experiences.
Success means something different to every person and organisation. Our role is to help people understand themselves more deeply, think differently about what is possible and translate insight into purposeful action.
We do not define success for people. We create the conditions in which they can define and pursue it for themselves.
Our Purpose
“Because your world needs you at your best.”
We want to create a world in which people understand their strengths, leaders bring out the best in others and organisations create the cultures in which human potential can thrive.
Being at your best does not mean being perfect or performing at maximum intensity all the time. It means understanding who you are, contributing what you do best and continuing to grow in ways that matter.
When people operate at their best, the impact travels beyond them—to their teams, organisations, families and communities.
OUR VALUES
Our values shape more than what we say. They influence how we enter a room, design an experience, challenge a leader and care for the people with whom we work.
“Create Momentum.”
ENERGY
We bring optimism, presence and a belief in what is possible.
Energy does not mean being the loudest person in the room. It means being fully engaged, helping people move beyond inertia and creating the momentum to take meaningful action.
People should leave a 2b experience feeling more capable, more hopeful and ready to move.
“Raise the Floor.”
EXCELLENCE
We approach our work with clarity, precision and purpose.
Excellence means caring about the details, preparing properly and bringing the right expertise to every engagement. It also means being willing to challenge ourselves, listen to feedback and keep improving.
We take the work seriously because our clients trust us with people, relationships and decisions that matter.
“Make It Real.”
EXPERIENCE
Our work is grounded in lived expertise and the realities of leadership, coaching and organisational life.
We do not simply present ideas. We create interactive experiences where people can explore, practise, reflect and connect learning to the situations they genuinely face.
The experience should stay with people because they participated in it—not because they were spoken at.
“Make It Memorable.”
FUN
Growth can be demanding without becoming heavy.
Purposeful fun creates energy, connection and psychological safety. It helps people participate more openly, strengthens relationships and makes learning easier to remember and use.
Fun is not an addition to the experience. It is part of how we help people feel comfortable enough to contribute, experiment and grow.
Accreditations
Level 1 ICF
International Coaching Federation (ICF) Certified Coach Education Program.
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Level 2 ICF
International Coaching Federation (ICF) Certified Coach Education Program.
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Gallup
Many of 2b Limitless' Executive Coaches are Gallup Certified Strengths Inventory practitioners with thousands of hours of strengths-based coaching experience.
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CPD Standards Office
2b Limitless are organisational members of the CPD Standards Office, UK. Our programs are dual accredited with Continuous Professional Development points and a Provider of Training Excellence.
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Six Seconds
Many of 2b Limitless' Executive Coaches are certified practitioners in Six Seconds Emotional Intelligence Inventories.
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Behind every 2b Limitless experience is a Coach who genuinely cares about helping others succeed. Different backgrounds. Different perspectives. One shared mission: because your world needs you at your best.
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Awards
2025
Best Executive Coaching Company – Middle EastCorporate Vision, Corporate Excellence Awards
2024
Coaching and Training Organisation of the YearProfessional Services Awards
Executive Coach of the Year (Michael 'Mick' Todd)Professional Services Awards
2023
Leadership Coach of the Year – MEA (Michael Todd)2023 Leading Advisor Awards
Leading Professional Coaching & Training Firm of the Year 2022 – Middle East2023 Leading Advisor Awards
Executive Coaching Expert of the Year in the Middle EastCorporate Intl – Global Awards Winner 2023
2019
The Middle East's Most Trusted for Coaching, Training & Leadership Development 2019AI Global Excellence Awards Winner 2019
2018
Most Influential Executive Coach of the Year 2018 (Michael Todd)CV Magazine International Business Awards
Professional Coaching & Training Provider of the Year 2018CV Magazine International Business Awards
Certificate of Excellence 2018 RecipientAE
Best Multi Award Winning Professional Coaching & Training Organisation of the Year 2018Global 100
2017
Most Trusted for Coaching, Training and Leadership Development – Middle EastAI Global Excellence Awards 2017
UAE – Strategic Business Development Company of the Year 2017ACQ 5 Glboal Awards 2017
International Advisory Experts Awards Winner 2017International Advisory Experts
2016
2016's Executive Coach of the Year (Michael Todd)AI
US IN ACTION
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Coaching leaders around the world
Wherever you are in the world, our experienced executive coaches are ready to partner with you on your quest for success.
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You bring the opportunity and we’ll help create the space. Tell us what’s on your mind and let's start a conversation about what’s possible for you, your leaders or your organisation.