About Jimmy
Jimmy Bates is a born and raised Alaskan, a 26-year U.S. Army Airborne Infantry combat veteran, and certified leadership coach. He is the founder of AZiMUTH 180º, LLC, a leadership and culture development company. AZiMUTH 180º specializes in helping individuals, teams, and organizations transform internal chaos into clarity, peace, and purposeful leadership.
As a Cultural Architect and Leadership Strategist, Jimmy Bates helps individuals and organizations build intentional cultures where people and purpose thrive in alignment. Drawing on decades of military leadership, executive coaching, and human development experience, he specializes in both designing cultures from the ground up and transforming those that have lost their way.
Through a blend of diagnostics, assessments, and deeply human conversation, Jimmy uncovers the hidden dynamics shaping behavior, trust, and performance. He then helps leaders and teams replace dysfunction with clarity, communication, and cohesion — creating environments where peace and productivity coexist.
At every level of leadership — from self to team to organization — Jimmy develops leaders who know themselves, lead with integrity, and multiply healthy culture. His work extends beyond coaching into culture-building systems, leadership academies, and transformative retreats that align people with purpose, values, and mission.
Beyond the work
When I step away from my work, there are a few things I genuinely enjoy — and most of them involve my wife, the outdoors, or both.
First, I love spending time with my wife, Sha-raya. She is an Army officer currently pursuing her doctorate in counseling psychology, with the goal of serving military personnel, first responders, and their families. She is also a talented photographer, which gives us another reason to travel, explore new places, and occasionally stop far longer than expected when she finds the right view.
I grew up as one of seven children in a tightknit family, so family has always been central to me. Sha-raya and I are proud of our three adult children: Trey is in Georgia wrapping up his sixth year in the Army, Jake is working in Colorado, and Caoimhe is attending college in Texas. Our group FaceTime calls keep us connected across the miles, and they are something I always look forward to.
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As an Alaskan, I feel most at home outdoors. I enjoy hunting, competitive shooting, supporting my local hockey team(s), traveling, and exploring the mountains, rivers, and remote places that make Alaska unlike anywhere else. I have also discovered that I am perfectly willing to trade the mountains for a beach when Sha-raya is choosing the destination.
Some of my most meaningful work happens through The Peace Retreat, where I partner with horses to help people step away from the demands of everyday life, reconnect with themselves and others, and pursue greater internal peace.
Whether I am working with an organization, exploring Alaska, traveling with my wife, or sitting around a fire with people I care about, I am drawn to the same things: honest conversation, meaningful relationships, and experiences that remind us what matters most.
It's been great showing you around my world. Look forward to connecting with you soon.
I often get asked
"What got you into leadership coaching?"
I can summarize that in two words;
"I remember".
I REMEMBER
I have a long and vivid memory, which has etched forever in my mind the experiences of navigating through challenging leadership situations.
I remember all too well the frustration of having a valuable idea, only to be blocked by a leader's ego.
I remember the pain of enduring a lack of empathy from those in positions of authority.
I remember having so much time wasted due to inefficient leadership.
I remember struggling to navigate my professional growth without proper guidance.
I remember becoming a leader and thinking that I could finally make change, only to have my own leadership undermined by those above me.
I remember not having the necessary time or resources to fight for the greater good of those I lead.
Above all, I remember the sensation of not being heard, valued, or seen, especially on behalf of the men and women that I led due to the counterproductive leadership above and around me. This memory lingers in my mind, serving as a constant reminder of the importance of creating an inclusive and supportive leadership environment.
In 1999 my journey as a student of leadership began. Throughout my professional career, I frequently encountered instances of counterproductive leadership, which fueled my determination to find a better way. This passionate pursuit led me to actively seek out leadership roles, immersing myself in books and seeking guidance from exceptional leaders. It was during my time in multiple combat zones that I truly learned the transformative power of leadership. The demanding environment forced me to develop leadership skills rapidly, adapting and evolving to meet the challenges at hand. These experiences shaped my understanding of effective leadership and the imperative need for strong, impactful leaders. Motivated by this sense of purpose and extensive knowledge, I am inspired to share my insights, strategies, and expertise as a leadership coach, helping individuals unlock their own leadership potential.