Meet Raffy Sgroi: The business strategist helping leaders see inclusivity as more than just a buzzword

After decades of navigating and overcoming barriers in a traditionally male-dominated industry, Raffy Sgroi founded Sage Advice to help businesses strategically harness diversity as a competitive advantage. Today, she’s focussed on empowering more women in trades-based sectors and guiding micro and small business leaders to embrace the tangible, bottom-line benefits of genuine inclusiveness. 

Can you tell our readers about your background?

I am a small business owner of many decades of experience. In addition to serving as one of few female advocates for the automotive industry – as the CEO of a multi-award-winning and long-running automotive repair centre called Car Mechanical Services (CMS) – I am an avid advocate for inclusive leadership.

In addition to my role at CMS, I am the Founding Coach of Sage Advice – a consultancy I established to support small and micro-business owners in strengthening their leadership skills, and adopting more inclusive workplace strategies.

I am especially passionate about encouraging female leaders in male-dominated industries. This is an area I’ve had plenty of experience in, and my experience includes enduring gender-based stereotypes, so it’s truly rewarding to be ‘giving back’ through my work as a business and leadership coach.

Today, my work focuses on transforming workplace cultures through practical counsel in all facets of business leadership – but especially strategic diversity and inclusion initiatives. I am also a keynote speaker and a certified life – as well as business – coach.

 What inspired you to start your business?

A deep desire to create real change, particularly in industries where inclusive leadership is often overlooked, is fundamentally what drove me to start Sage Advice.

After decades as an entrepreneur and business strategist in the automotive sector, I saw firsthand the lack of leadership development and limited diversity, especially when it came to female representation in trades and other male-dominated fields.

I started Sage Advice as a means to progress a culture shift in the way Australian small business owners view, approach and reap the rewards of inclusive leadership.

Trade and service-based industries often present unique external and internal challenges for women and those with ‘invisible disabilities.’ Many carry a belief that their voices aren’t relevant in these environments, when in fact, they are essential and moreover, can be extremely advantageous to a business’ bottom line.

I’ve seen too many small business owners struggle to implement inclusive practices or access meaningful leadership development. That gap, coupled with my own lived experience, is what truly motivated me.

So, Sage Advice was born from this intersection of passion and expertise. I have personally experienced initial reluctance from colleagues to embrace me as a female leader in the automotive sector. I have endured initial reluctance from some colleagues and employees to embrace inclusivity – namely because some are simply unsure of how to navigate inclusivity in a way that’s suited to their operations.

I started Sage to offer more than just generic consulting. I provide tailored, practical strategies that empower leaders to build diverse teams, foster inclusive cultures, and implement policies that allow every employee to thrive.

My goal is to help businesses grow stronger through the power of inclusive leadership and to support a new generation of leaders who understand the value of diversity at every level.

Where is your business based?

My business is based in Canberra, Australia. I also work nationally and internationally as a business consultant and coaching keynote speaker. 

How did you start your business? What were the first steps you took?

I started Sage Advice as an extension of my deep passion for leadership training, skill development, and promoting inclusion in the workplace.

Over time, I recognised the growing need to create platforms where female voices could be heard and empowered in spaces where they were often underrepresented. This led to my founding an initiative called HerZest – a safe and inclusive platform dedicated to networking, providing resources, and creating growth opportunities for women in business and leadership.

Sage Advice was born from this vision of HerZest, with a commitment to improve leadership and ensure that every individual, regardless of background, has the tools and support they need to thrive.

What has been the most effective way of raising awareness for your business?

The most effective way has been through word-of-mouth, customer satisfaction reviews, and public advocacy.

Sharing my story and commitment to diversity and inclusion has resonated with customers and partners, helping to build a loyal base.

Additionally, my involvement in local and industry groups has increased awareness of Sage Advice and what we’re all about. 

What have been your biggest challenges and how did you overcome them? 

Like many entrepreneurs, I’ve faced significant challenges throughout the journey of building Sage Advice. One of the earliest and most persistent obstacles was convincing businesses – especially in traditionally male-dominated industries – to see diversity and inclusion as essential, not optional. Many didn’t yet understand the long-term benefits, so I had to be patient, persistent, and results-driven to gain their trust and demonstrate real value.

Drawing from my own experience as a woman in the automotive industry, I am able to connect with clients on a deeper level. I understand the barriers firsthand, from not being taken seriously to pushing back against outdated stereotypes. These lived experiences became a strength, allowing me to showcase the tangible impact of inclusive leadership. Today, 40 per cent of the trainees in my own automotive servicing business are women, which is proof that change is possible with the right strategy and commitment.

Balancing the demands of running multiple businesses while growing Sage Advice was another challenge. It requires discipline, clear prioritisation, and learning to ask for help when needed. I also embrace failure as part of the process.

The most important lesson I’ve learned is the power of adaptability and staying true to your mission. When you lead with purpose and resilience, even the toughest challenges become stepping stones to lasting impact. 

How do you stay focused? 

I stay focused by setting clear, actionable goals and ensuring my values are at the core of everything I do. I also surround myself with a great team of people who share my vision and keep me accountable.

How do you differentiate your business from the competition?  

In addition to services tailored to each client, it’s the holistic, deeply integrated and values-driven approach to business transformation that sets Sage Advice apart. Unlike many in business coaching, we go beyond surface-level diversity initiatives by embedding inclusive leadership into the very core of an organisation’s unique operations.

 It’s also our decades of practical – and ongoing – multi-award-winning experience in the automotive sector that makes us different. It’s my personal experience as a leading female automotive industry advocate that positions me so well to help empower more women into male-dominated industries. 

It’s our focus on developing leaders and empowering them with the skills, tools, and mindset necessary for success in today’s competitive business landscape, which is very different than years past so it’s crucial that leaders today possess a degree of adaptability. We help leaders embrace adaptability but never at the expense of the business’ best interests.

Additionally, we cater to micro businesses and help solopreneurs to develop as leaders with personal coaching services as well as business development.

I make it a point to practice what we preach at Sage, so innovation is never an afterthought. It’s built-in to everything we do to ensure our clients grow stronger, more inclusive and future ready. We’re continuously refining our programs and services based on feedback from our clients, the evolving needs of the workplace, and the insights we gain through our real-world experience. 

What has been your most effective marketing strategy to grow your business?

Leveraging our authentic brand story through various marketing portals (PR, social media, website etc), combined with the power of networking and word-of-mouth referrals has proven most effective. It may seem simple and ‘old school’ but this approach has truly proven the most successful for growing my business.

As a business strategist and leadership coach, I build trust by showcasing real-world examples of our success in transforming organisations. I connect with my target audience through strategic partnerships, workshops, and speaking engagements and offer value before asking for anything in return.

Creating tailored content, such as thought leadership articles, case studies, and client success stories, has helped establish Sage Advice as a trusted authority in leadership training and inclusive workplace culture.

My focus on educating potential clients about inclusivity and leadership empowerment has led to long-term relationships and a growing client base.

What's your best piece of advice for aspiring and new entrepreneurs?

My advice would be to start with a clear vision and be open to change as you go.

The entrepreneurship journey is full of unexpected twists, so adaptability and resilience are key. Surround yourself with mentors and a strong support network, whether through coaching, strategic partnerships, or simply having people who believe in your mission.

Most importantly, trust in yourself and your abilities. As an entrepreneur, your passion and dedication will ultimately determine your success. Always keep learning, be willing to take risks, and don’t hesitate to ask for help when needed.

It’s also crucial to understand that true success comes from not just making money, but from making a meaningful impact in the lives of others, especially in creating a more inclusive and positive work environment.

What's your favorite app, blog, and book? Why?

One of my favourite apps is Trello for staying organised, and my favourite blog is Harvard Business Review for its insightful leadership articles. The book I love is Start with Why by Simon Sinek because it speaks to the heart of business leadership and purpose-driven growth.

What's your favorite business tool or resource? Why?

I rely heavily on mentorship and networking. It’s incredible to learn from others who have walked a similar path. Also, tools like Google Workspace and project management platforms like Asana help keep everything streamlined and efficient.

Who is your business role model? Why?

My business role model is Oprah Winfrey. She has repeatedly demonstrated the power of authenticity, resilience, and the impact of using one's platform for good. She empowers others to be their best selves, which I strive to do through my work.

How do you balance work and life?

I’m constantly working on balance. I prioritise my family and my health, ensuring I set aside quality time for both. I try to delegate when possible and embrace flexibility in my schedule, especially with my business coaching. 

What’s your favourite way to decompress?

I decompress by spending time outdoors with my family, enjoying a good book, and taking breaks to relax and recharge. Spending time with my loved ones also helps me recharge and regain focus.

 What do you have planned for the next six months?

In the next six months, I plan to continue expanding my coaching business and mentor even more women into leadership roles. I’ll also be rolling out my inclusivity-focused program to more small businesses to ensure they are empowered to succeed. I will focus a great deal of effort on advocating with local and federal governments for better policies for the SME industry. Australia is an excellent country to do business, and we must restore that.

How can our readers connect with you? 

Readers can connect with me via LinkedIn or through my website at https://sageadvice.au/.

You can also reach out via email at raffy@sageadvice.au for coaching inquiries or business consultations. I'm always open to networking, connecting with like-minded individuals, and delivering my masterclasses.