Actif4 is a team of highly experienced business leaders, coaches and consultants who share a passion for bringing people through the transition into leadership.  UK-based with extensive global experience, we specialise in leadership development and its accreditation. 

We have a strong team of trusted advisers for clients to connect with, brought together through common value sets and complementary skills.



Ian Gourlay

Ian is an expert catalyst for raising leadership impact, strategy delivery and change. Working from the UK and engaged by clients across a dozen countries, Ian has a 20-year track record as a coach, facilitator and consultant in these fields. His engagements are characterised by lasting relationships and helping organisations and their people to succeed in what are often very challenging circumstances.  


Prior to his consulting and coaching career, Ian spent 13-years with General Accident, now part of Aviva plc, where he gained rich experience in senior management and hands-on knowledge of change - leading it and dealing with its impact on others - through multiple mergers and acquisitions.


Ian is also Managing Director of specialist consultancy Initiate, which is focused on Leadership, Change and Collaboration. Initiate works across multiple sectors and has wide international experience of operating across continents and cultures.


Ian has an MBA, is a Chartered Insurer and found the spark for much that he has been doing in his career when completing his MA (Hons) in International Relations & History. That spark was in seeing potential in the distinctiveness of individuals and often-competing cultures to do great things when they commit to a shared endeavour. 

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James Crawford

​With more than 30 years’ industry experience, James has spent the past 18 years in a variety of senior leadership, operations management and contracts management roles within the Africa region as well as in Europe, Vietnam, Bangladesh, Brunei and the Philippines.

James previously had a 20-year career with Wood where he served in several senior leadership roles including President of the Asset Solutions business unit for the Europe business and managing director for Wood Group PSN’s UK and Africa business.  

​James has been Kuro Consulting Services Managing Director since April 2019. Prior to this he spent time as an independent consultant for a year after leaving his role as Marathon Oil Regional Vice President in Equatorial Guinea.  

James has an excellent track record in motivating and inspiring diverse senior leadership teams ensuring businesses strive for excellence with a constant focus on continuous improvement and that leaders are agile and reactive. 


In addition, James is also Managing Director of global consultancy KURO, a GlobalScot and board member for The Scottish Africa Business Association (SABA).