Founder of Profit Master™ • Author of The Profit Playbook • Business Profitability Strategist
I’m Ismail Davids — a business profitability strategist with more than 25 years of operational and entrepreneurial experience across New Zealand, Africa, and the Middle East. I’ve spent my career inside real businesses: opening, leading, fixing, and growing operations across hospitality, retail, service environments, and multi-site networks. I’ve helped build and manage more than 45 outlets and 3 hotels, working with complex teams and high-pressure environments where performance is non-negotiable.
Today, through Profit Master™, I help owner-led businesses recover margin, regain control, and build stronger, more profitable operations.
Most owners don’t have an effort problem.
They have a structure problem.
They work hard, solve problems daily, and carry constant pressure — yet the business still feels under-controlled. Costs drift. Cash flow stays tight. Systems depend too heavily on the owner. Decisions are made under pressure instead of from clarity. That is the work I focus on solving.
What I DO
I help business owners:
- recover margin
- improve cash-flow visibility
- tighten staffing and cost control
- strengthen pricing and financial structure
- install weekly KPIs and accountability
- reduce owner dependency
- build disciplined, high-performing operations
My work is especially relevant for hospitality, retail, trades, salons, clinics, and service-based businesses where the owner feels busy, pressured, and under strain.
How I Work
My approach is built around three pillars:
Clarity — identify where pressure is building.
Control — strengthen systems, routines, and financial visibility.
Profit — rebuild the structure underneath the business so profit becomes intentional and predictable.
This is why the Profit Master™ brand stands for:
Clarity. Control. Profit.
Why Profit Master™
Profit Master™ is the ecosystem I’ve built to help owners move from confusion to clarity, from firefighting to control, and from effort without reward to profit with structure.
It includes:
- the Profit Master™ AI Diagnostic
- the Free 45-Min Profit Leak Audit
- the Profit Under Pressure 4-Hour Course
- the 90-Day Profit Master™ Programme
- The Profit Playbook
Each step gives owners the right level of support — from quick diagnosis to hands-on implementation.
Why My Background Matters
My experience in franchising, expansion, and multi-site leadership means I understand:
- systems
- scale
- operational pressure
- staffing alignment
- customer delivery
- financial discipline
I don’t bring generic coaching language.
I bring lived operational experience — real numbers, real teams, real consequences.
A Personal Note
I believe most businesses don’t struggle because the owner lacks commitment.
They struggle because the right systems, numbers, and operating rhythms haven’t been installed strongly enough.
I don’t believe in noise.
I believe in clarity.
I don’t believe in generic advice.
I believe in identifying the real leak — and fixing what matters first.
My goal is simple:
to help business owners regain clarity, restore control, and build a more profitable business.
A free 2-minute business profit health check
to uncover where pressure may be building in your business.
A free 45-minute one-to-one session with Ismail to uncover likely profit leaks, key pressure points, and what to fix first.
Feedback & Reviews
“We have increased our net profit significantly with very little investment or risk. Our Growth has increased by 80% since being coached by Ismail Davids and ActionCOACH. We have created a better working environment for our team. We have been introduced to several very helpful training packages covering systems, management, structures, sales, marketing, and team building and now have the confidence to progress in all these areas. My mind shift from a Hairstylist to a Business Owner has been exceptional.”
Jo Rose (Owner)
Foxie Style Hair Salon
Auckland
“I found the coaching challenging & rewarding. Following each session, certain actions were set out to complete. This gave me a focus and measurable targets to achieve. Ismail Davids is a great person to work with and has added value to my Restaurant businesses with significant input to the marketing and launching of new ideas and approaches. Most of the time it takes a third-party assessment and guidelines with professional expertise to get the business moving on to the next level. I value Ismail’s knowledge and techniques. I am extremely fortunate to have him as a mentor and business coach”
Eres (Owner)
Obella Long Bay Café & Restaurant Auckland
“Ismail is multi-talented with world class skills in business innovation , leadership, strategy , marketing and management. His creative flair complemented by operational management experience enables him to not just see the bigger picture but also to plan and execute a business opportunity from concept to implementation. He does all of this with a serious passion for business that will inspire you to bring your best to the table”
Zahir Williams
Chief Legal Officer
Cell C