Meet Alex Athanassoulas, the Business Optimizer & Thought Leader

Over the past two years, there have been significant changes in business leadership. With new demands for systematic operational efficiency, talent pool health, technology adoption, and workforce wellbeing, leaders now need to re-calibrate their businesses and re-think what true leadership means. Mr. Alex Athanassoulas, the founder and CEO of STIRIXIS Group, sets a bright example.

In our enthralling issue, “Top Inspiring Business Leaders to Follow in 2023,” we are featuring top business leaders who serve as role models and encourage others to grow. Alex’s strong and holistic leadership, extensive history in the industry, and unwavering efforts in developing his company, STIRIXIS, make him a standout inclusion in this special edition.

The Beginning and the Journey So Far.

Alex’s passion for math and science inspired him to pursue a Master’s degree in civil engineering, which gave him a sound and organized way of thinking. His MBA at the prestigious Adam Smith Business School at the University of Glasgow in the UK opened a new universe for him by unveiling the magic of numbers and a wider range of perspectives on them. In 1992, with a dissertation on how to de-commoditize construction products by incorporating high-quality services-a novel strategy for the time-he returned to his birthplace of Athens. STIRIXIS Group was “born” a few years later. His goal was to make a difference in building a better, more sustainable, and more prosperous business environment.

“My wife, Elena, and I both have a desire for lifelong learning and improvement, which has been a key ingredient in setting up a successful business. We have now completed more than 800 projects in 29 countries, from the US to India and from Russia to Nigeria, and have developed a process that enables us to respond quickly, decisively, and effectively to disruptions and challenges in our professional journey”, the inspiring leader shared.

Alex has worked across industries on three continents, including retail, hospitality, food concepts, workplaces, and leisure. He is certified in board management and directorship from the CEO Clubs School of Leadership Practice, project management (both IPMA and PRINCE2), and customer service strategy and innovations (from ICSA). He is currently the President of the Sustainable Building Council of Greece, Vice President of CEO Clubs Greece, President of the University of Glasgow Hellenic Alumni Association, and Secretary General of the Greek Nigerian Chamber of Commerce. He has proudly served in numerous board roles.

Striving for True Prosperity in business, Alex has received recognition in a variety of ways, including the European CEO Awards’ Best European CEO in Retail Development in 2015, the AI Global Excellence Awards’ Best European CEO in 2018, and the ACQ5 Awards’ International Game-changer in 2019.

STIRIXIS Group: At a Glance

Through three separate business groups, STIRIXIS Professional, STIRIXIS Exclusive, and Metallaxis, the STIRIXIS Group has developed into the innovative organisation it is today. The basis of each unit and the connecting point for all three brands, is the company’s Systems Thinking approach which ensures the long-term success of each project. This way, they support their clients in having higher aspirations, achieving those dreams, and feeling proud.

STIRIXIS Professional has a fantastic, carefully chosen, cross-disciplined team of strategists, marketers, designers, architects, and engineers who work as one collective mind to bring business goals to fruition. They define the strategy, design the right environment or concept for the business to thrive, and manage the execution to truly ensure success. Above all, they bring about versatile and agile organic growth with concept evolution processes that integrate a dynamic “algorithm” for constant change and adaptability. Among the clients are globally successful brands such as Coca-Cola, HBC, Merck, Samsung, Enel, Daikin, L’Oréal, Schneider Electric, Playmobil, 3M, and many more.

The creation of an optimal and truly unique personal space for people to thrive in, is a concern of their STIRIXIS Exclusive Business section.

Finally, the company’s think tank, Metallaxis, is a genuine micro-community of futurists that is dedicated to ensuring that True Prosperity lasts. By generating long-term value and protecting client investments, Metallaxis greatly benefits the other two business units.

The Tale of Inception

The idea for STIRIXIS Group came from Alex’s MBA dissertation, which suggested that adding services to construction products would boost their value to customers. His understanding what end-users really need, led to an interesting, still relevant, and ongoing “discussion” that, at STIRIXIS Group, is continually being transformed into fresh seeds for growth and change. They evolve their services to ensure True Prosperity by embracing change and constantly setting new standards. They are clear about what they are fighting for: systemic, organic, sustainable growth that strengthens the financial capabilities of companies or organisations, distributes value to all stakeholders, and builds a brighter future for individuals, groups, and society.

STIRIXIS’s Insights on Diversity and Inclusion

As systems thinkers, Alex and his group firmly believe in the strength that results from the fusion of various viewpoints and ideologies. As a result, diversity and inclusion are ingrained in the company’s culture. It may be seen in the team’s diverse educational backgrounds and in the ages of the individuals who make up the group.

Alex said, “According to the IFC, the International Finance Corporation, the private sector arm of the World Bank Group, we are also a woman-owned business.” in his further discussion on diversity. A woman owns 50% of our stock, and she serves as vice president of the board, with women making up the majority of our board. Nevertheless, we “walk the talk” during operations as well. As a result of our process and our understanding of the systemic structure of the business, each project’s teams are intentionally multidisciplinary, fostering interaction and agile project evolution optimisation.

Primary Achievements and Future Goals

STIRIXIS is currently growing exponentially! The teams are growing rapidly, and the projects are increasing in geography, complexity, and size.

The team is pleased to share its plans to open two new offices in the Middle East as the firm continues to grow. One in Dubai, United Arab Emirates, in Q1/2024, and one in Riyadh, Saudi Arabia, in Q3/2023. This tactical choice expands on two pillars. First, the accomplishments in the Middle East, including the “Modern Oman Bakery” chain (Oman), which won the International Property Awards’ Best Retail Design in Arabia award, Second, the region’s tremendous ongoing growth.

“We are proud of the achievements of our hardworking teams in Athens, London, and Bucharest, who have contributed significantly to our success over the years. They have been crucial to our expansion, and their independence and understanding of the worldwide market have allowed us to offer our clients unmatched service and outcomes regardless of where their projects were located. By strengthening our employees to deliver speedier and more varied services, “we will bring the same level of commitment, expertise, and innovation to our new partners as we expand further into the Middle East.”

A Piece of Advice

Don’t delay your decision-making. Be a doer as well as a dreamer. More than anything, entrepreneurs today need to develop slalom skills to combine high speed and accuracy. Yes, planning is required, but “an ounce of action is worth a ton of theory”. Especially when the expiration period of any theory becomes shorter and shorter by the day. A combination of consciousness, constant learning, and constant repositioning is also a prerequisite. As you continue to grow and learn, more of your actions will reach the targets that you set. Above all, as your course may change over time, keep your values high and live by them.