“For me, this is an opportunity to give back, share my knowledge and assist the next generation to create impact in business and succeed in life”
- Brad Cocks
Brad’s Story
Welcome, and thank you for taking the time to learn a bit more about what makes me, me.
Life has always been about exploration and pushing boundaries for me. At 40-something, I've packed more into my journey than many might think possible, but staying still has never been an option. I'm drawn to challenges—whether in business, sports, or personal endeavours—and I've always embraced the mindset of, "Why not me?"
Throughout my life, I've often heard, "You can't do that." My response has always been simple: "Watch me." I'm no elite athlete; in fact, I was once the short, tubby kid who avoided school sports. But I love sport, growing up actively involved in a multitude of sports, particularly tennis and motorsport - competing at a national level with good success. I've constantly been driven by goals and a belief in what many consider unattainable. From my mid 20’s I found a love of endurance sports and challenges, completing Ironman triathlons, endurance mountain bike rides, running marathons and cycling over 1,200km for charity. I've found fulfilment and joy in proving that we can all achieve great things with the right mindset, determination and a few consistent life practices.
Working in the event and entertainment industries has been a perfect fit for me. It's a field where you work with people - lots of them from all over the world, where connection, communication, and purpose come to life, and where every project is a collaboration towards a shared goal. You are judged on the outcomes of the moment - there is virtually no room for error and there is certainly no second take in live events. That creates pressure both on the team and as an individual, leading it to be one of the top five most stressful industries in the world.
Leading teams in this fast-paced environment demands meticulous planning, resilience, and a deep understanding of what makes us tick as human beings. It's here that I've honed my skills in emotional intelligence, understanding the psychology of people from all walks of life and applying them to business.
But life isn't always straightforward. I've faced my share of setbacks that I have had to navigate and overcome—pushing my body and mind over the edge, losing friendships, enduring workplace bullying, and being removed from positions I loved. These experiences have been powerful lessons, teaching me the value of acceptance, resilience, and optimism. They've shaped me into a better person and leader.
Today, I live in my hometown of Melbourne Australia with my family as we enjoy and share new challenges and our love of travel. Balance is key and professionally I find purpose in sharing my journey with honesty and vulnerability through my speaking, workshops and mentorship. I explore the personal and professional challenges I've faced, offering practical methods and advice that help others achieve their goals and dreams—both in business and in life. My passion lies in fostering conversation, building connections, and guiding others toward a high-performance mindset that embraces what is possible and the purpose of “Why not me!”
MY JOURNEY
1981
Born Melbourne Australia. Brad is the oldest of 3 children, growing up in the outer suburbs of Melbourne. A hard working close-nit family, his father operated his successful small electrical automation business from their garage for over 15 years, his mother supporting the family whilst working part-time as a nurse and later a primary school teacher.
1995
Commences Karting in Australia. A passion that will dominate over 10 years of Brad’s life and form his first job where he travels 2 hours after school twice per week to work in a motor racing teams workshop, becoming one of the youngest members of a professional car racing team in Australia at the time .
Brad wins numerous titles, joining a range of committees and executive groups through his journey, before retiring from racing in 2005 to pursue his event career and business interests.
1999
Graduates High School, completing his final exams with a broken back as a result of a karting accident.
Within two weeks of graduating Brad commences full-time accounting cadetship with a top tier firm at 18 years of age. Brad specialises in corporate and investment accounting and taxation, attending university of an evening to gain qualification.
2000
Brad undertakes his first Stage Management role in an amateur production of Pippin. Brad would go on to stage manage and produce over a dozen major theatre productions including the likes of Les Miserables and Jesus Christ Superstar, forming the early foundations and principles of his creative career.
2004
Realising a suit-and-tie corporate job was not for him, leaves accounting to find more purpose in life.
Travels overseas for the first time, studying at Aarhus School of Business in Denmark.
2005
Completes first “fun-run” in tennis shoes with no training as a dare from friends, setting into motion a love of endurance sports and physical challenges, later obtaining a certificate III and IV in fitness and personal training.
2006
Graduates Victoria University with a degree in Event and Music Industry Management.
Brad joins leading event agency, DG Global, building the company’s first satellite office, producing live events, special projects and creative solutions including a variety of Awards Ceremonies, Gala Celebrations, Public Events and Conferences for high-tier clients throughout Asia and Australia.
2009
Completes first full distance IRONMAN triathlon. Brad races in triathlon for 7 years, competing in over 50 events including multiple IRONMAN and numerous marathons, endurance swimming and cycling events, along the way becoming an accredited Triathlon Coach.
2010
Leads Tennis Australia and Australian Open to redesign events, entertainment and live experience offerings, revolutionising corporate and hospitality experiences at major events. Develops the first projection mapping to a sporting event, producing theatrical ceremonies to reach 1 billion people.
Brad establishes Tennis Australia’s first in-house event experience team and annual portfolio of events.
2013
Founds ‘The Event Collective’ setting a structure of business that allowed leading specialists in event, branding, media and entertainment industries to collaborate under the one roof for the benefit of clients. Utilising a collective pool of talent and skills, The Event Collective delivered an extraordinary high standard of projects for clients such as Xero, Adidas, KPMG and Australian Olympic Committee.
2014
Pursuing his love of health and fitness, Brad Co-finds Triathlon Minds - an online platform and media company delivering resources for the global Triathlon community.
2015
Brad cycles over 1,200km from Adelaide to Melbourne with the Lilyroo Foundation raising over $230,000 for The Women’s Hospital Neonatal Intensive Care Unit.
2016
The Event Collective moves under the DG Global banner. Brad becomes a shareholder and Director of Events | COO to lead the global agency operations, growing the company and team to ultimately win Event Agency of the Year. Delivers full service events and entertainment services across Australia, Asia and America to a range of blue chip organisations.
2018
Brad suffers full mental and physical breakdown from complete exhaustion. Unable to move from bed for nearly two months he re-evaluates, re-plans and re-structures how to best work and lead with balance in life.
2020
Leaves DG Global, establishing XPRNC: a new age management and experiential consultancy assisting brands, businesses and their people. Utilising his unique experience and skills gained from a career in a variety of business sectors, Brad helps organisations and their teams to analyse, educate, implement and build their future.
2021
Creates Events Masterclass online course, keynote presentations and workshops to up-skill event professionals worldwide by sharing his 20+ years of industry expertise, offering expert guidance, innovative strategies, and practical resources to elevate their careers, transform teams, and deliver exceptional events and live experiences.
2023
Creates ‘An Eventful Life’ podcast with Shane Buzza, becoming the leading podcast for sharing the unique stories, journeys and insights of prominent event industry leaders from across the world.
2024
Merges XPRNC and Events Masterclass under personal brand name, ‘Brad Cocks’ to provide unified speaking, workshops and mentorship to organisations globally.
“Brad is a visionary. He is an exceptional professional who can deliver the extremely difficult elements to culminate in amazing event experiences. Brad is meticulous, thoughtful, innovative and professional.”
-Jodie L.