Action Factory Our Trainers

Deon Groenewald

Founder. Owner. Trainer


Deon is highly skilled and certified as a Master in Neuro Linguistic Programming, Life Coaching and also as a Hypnotherapist utilizing all three disciplines in his training.

Deon is the only full time trainer in South Africa that is a certified Master by INLPTA ( International NLP Trainers Association)
He is also a certified professional trainer and presenter who is internationally accredited and registered as a Training Provider. He has been admitted as a Training member of ANLP International CIC and has pledged to uphold the ANLP Code of Ethics & the Trainers Code of Ethics. Action Factory is a registered member of COMENSA as Training Institute.

Deon’s experience as a successful entrepreneur and senior manager in large corporate organizations has made him a sought after presenter who can relate to people from all walks of life. His practical life skills and experience are also extremely vital contributors as a therapist , Life Coach and Neuro Linguistic Programming Trainer.

He has managed to successfully combine his Corporate experience, life experience, training and vast knowledge to become a dynamic international trainer.

Looking forward to enthral you to change your mind and change your life!

Action Factory Our Trainers

Este Pistorius

 Owner Trainer

I am a registered Psychologist with 25 years’ experience in private practice, working with children from the age of 3, teenagers and adults.

My passion for life and people, and for the ‘wounded soul’, drives me to touch each patient’s soul via psychotherapy, and then fill the scars and wounds with gold, as the ancient Japanese use to do with their broken items, thus recognising beauty in our brokenness.

I registered internationally as an Equine Assisted Psychotherapist, allowing my love for horses to form part of my therapeutic team.

Becoming a branch owner of Action Factory has elevated my skill and techniques to address various problems, psychopathology and trauma drawing on NLP and Life Coaching.

As an Internationally registered and accredited Neuro-Linguistic Programming practitioner and Life Coach I assist many people in their business to increase results and in their personal capacity to become the person they know they can be…..and to celebrate life.

I believe that healing must occur on all levels: body, mind and soul, thus a holistic approach, I also received my international certification as Body Coach – coaching people how to Move Right, Think Right and Eat Right.

Recognising the power and beauty of the subconscious mind, I obtained my Certification for Hypnotherapy, probably one of the most powerful methods to heal broken souls.

My passion for music and art, with my B.A.Mus-degree (violin and piano) also enables me to touch children’s lives via music therapy, also teaching them to play an instrument at the same time.

I am also involved in a Drugs-And-Alcohol-Rehabilitation Program, as I did my diploma in Support of Alcoholics.

Since 2016 I am a Basic Life Support Provider registered with the Resuscitation Council of Southern Africa.

Action Factory Our Trainers

Lorraine Knoetze

Branch owner Eastrand Gauteng

Lorraine is driven by her desire to empower people to find and apply their innate ability to identify and overcome challenges. She is a certified Master NLP Practitioner/Coach and Hypnotherapist. She is also an Action Factory Branch owner and Trainer.

Lorraine spent many years in the corporate environment where she headed a Bursary Scheme and Graduate Development Programmes. She has sound knowledge of the corporate world and extensive experience in youth and young adult coaching and mentoring.

Areas of coaching include professional/career development, personal development and growth, transformation, life coaching, behavioural change, building confidence, effect of past traumas and more.