Career pivot: From high-earner in software to founding ActiveSport

Eoin Greaves spent 15 years in software sales, then realised that coaching sports teams was what brought him most joy, so he launched 'ActiveSport’ in Ireland.

Eoin Greaves 43, lives in Kilmacud with his wife, Sorcha and their two children. After deciding a humanities degree at Trinity wasn’t for him, he completed a Media Studies degree at Ballyfermot College and then followed that up with a master’s in business and Entrepreneurship at DIT.  

He then spent 15 years in software sales with three global leaders in cloud computing and enterprise software.

His career pivot point came when he realised that the activity that brought him most joy was when he was coaching sports teams for his boys, Harry and Charlie. ‘What,’ he asked himself, ‘if I could swap airport departure lounges, revenue targets and power point pitches to make a living at this?’ 

By 2023, he was ready to try answer the question and founded ‘ActiveSport’ in Ireland. The mission is both simple and challenging. Help children develop the fundamental movement and social skills needed to find a sport they love at a level they are comfortable and to stay with it.

An all-round sports enthusiast, Greaves spends most of his downtime on the sidelines of his kid’s hurling, football or soccer games, watching Liverpool, playing golf or walking Pawdie, who is mostly a border Collie, in the foothills of the Dublin mountains. 

Your career. Start at the beginning? 

Like most people, my early career was something that happened to me rather than it being purposely driven. I went to Newpark Comprehensive in Blackrock and after my Leaving Cert started an Arts degree in Trinity without giving it too much thought. I swapped and did a degree in Media Studies, followed by a master’s in Business & Entrepreneurship. I suppose you could call this my original pivot. 

From there, I joined CPL recruitment which was at the eye of the Celtic Tiger storm at the time and was a huge learning opportunity for me on all aspects of business and building relationships with clients and colleagues. Then I took the obligatory year out to go around the world and came home to a job offer from Salesforce, an incredible place to learn, especially in a company that had such a clear vision for how cloud computing would transform the technology world. 

From there, I moved on to similar roles in software sales with Zendesk and then Intercom, from whom I accepted a redundancy package in 2023.

What are you up to these days? 

Depends which day you’re talking about, no two are the same, but the mission is never changes. Grow ActiveSport. It’s a coaching business I founded two years ago and what began as a small after-school programme has grown quicker and stronger than I dared to hope, with over seven hundred children now taking part every week. The response from schools and families has been incredible. The business model is uncomplicated, but I believe the value we provide is incalculable. 

At the heart of all this growth is a simple belief: sport can be a powerful antidote to many of the challenges kids face today. It gives them a chance to move, play, make friends, and build confidence. The GAA inspires me. Watching the lads every week play at Ballinteer St. Johns you can’t help but be amazed at community-focused, sport for the good of society, a place for everyone, fun and inclusive. This is what I’m trying to make ActiveSport all about. That’s the energy and value we try to bring to every session. 

Describe your attitude to risk?

I’d describe myself as value-driven rather than risk-driven. I’m not someone who chases risk for the thrill of it. But when something aligns with my values, my purpose and the kind of life I want for my family, then I’m willing to back myself fully. Being made redundant gave me the push I needed. It would have been very hard to leave a well-paid job with a young family to provide for. 

I always felt confident that ActiveSport would succeed, but I also knew that if things didn’t go exactly to plan, I had strong experience to fall back on. That safety net allowed me to lean into the opportunity, stay positive, and enjoy the energy and excitement that comes with creating something new. I appreciate that the planets have aligned luckily for me personally and professionally down the years. My Grandad never tires of reminding me that ‘if it rained shit, that I’d catch chocolate.

Was there a single moment that convinced you to make the change? 

A few years ago, I completed a Coaching Diploma that really helped me understand myself, my values, my motivations, and the importance of actually enjoying the journey rather than constantly straining for the destination. Then, over time, I realised that even the sales wins and target busting quarters weren’t giving me the satisfaction they once did. Wins were cause for relief, not celebration and the buzz of it all was gone. Stress was really starting to impact me and the people I care about. I’d been thinking about making a change for a number of years, but the redundancy was the push I finally needed.

Did funding your career pivot cause sleepless nights? 

I was fortunate to have some savings and a small redundancy payment, which gave me a bit of breathing space. There were sleepless nights, but they weren’t really about money, they were more about excitement and ideas. My mind was buzzing with possibilities, plans, and what the business could become. Going from a corporate salary to building something from scratch really sharpened my awareness of costs and expenses, no question. That discipline translated directly into how I run the business today. At the end of the day, it’s all about margin, knowing what to spend, what to save, and how to ensure the numbers work so the business can scale.

Do you tend to recruit staff who possess your own traits and skillsets?

Absolutely. Loyalty, trust, and strong relationships are qualities I value most and the traits I actively look for when hiring. Coaching is such a people-focused role. Parents need to trust you, and kids need to feel safe, supported, and encouraged, so character matters just as much as capability. It’s also hugely important to me that my staff feel they can come to work and be themselves every single day. That wasn’t always my experience in the corporate world, where people often felt they had to fit a mould or play a role. In coaching, authenticity is everything. Kids respond best to coaches who are relaxed, natural, and genuinely enjoying what they do.

Were there ever any instances of ‘imposter syndrome’ during the change? 

Honestly, no. Kids are very honest with their feedback, brutally honest at times! They let you know very quickly if you’re doing a good job or not. I also knew I had the sales and marketing background to build something successful. Coaching felt natural, the business side was familiar, and the combination of the two made the transition feel less like a leap and more like the next logical step. No, imposter syndrome never really got a look in.

Imagine a close friend is a successful solicitor but is now considering retraining as an interior designer. Advise her.

I’d tell her that everybody is different, so the first step is really understanding yourself and your values. If you’re doing something that energises you and aligns with who you are then everything feels easier, even on the hard days. If you’re not, then success can feel hollow. And I’d encourage her to use her network, her real network. There is a great willingness in the community to help. People who know you will genuinely want to see you do well and offer help and support in any way they can.

Then I’d ask her the simple question; if not now, when? There’s never a perfect moment to make a change, but there is a right moment, the one where you finally back yourself.