

Reframe, Revitalise, Renew, Restructure, Results
About us
We are seasoned business leaders with decades of multi-disciplinary industry experience, with demonstrable track records delivering transformation & growth across every region of the world.
We have all successfully led organisations through the most complex challenges & delivered sustainable results and shareholder value.
Our vast experience from PLCs, privately owned, PE owned & co-operative businesses means we understand the different approaches required to address the challenges you face

Who we are
We are Implementation-Accountable Partners
We don’t just advise – we stay accountable for delivering the transformations we design. We can even take interim leadership roles when required.
We build Real Relationships
We take pride in developing long-term partnerships and bring a personal touch that differentiates us from others, remaining available long after an assignment ends.
We bring Practical Experience
With over thirty years of operational experience in multiple industry sectors and across multiple geographies, we leverage our in-depth market knowledge to bridge the gap between strategy and execution.
We Deliver Results
We have proven track records of consistently delivering what we say we will do.

Our focus
Our experience and proven track records cover the exact challenges you face:
〉How to grow (organically/inorganically),
〉How to transform,
〉How to become operationally/organisationally excellent
We specialise in advising:
〉Private/Public Small and Mid Sized Enterprises ($5m-$1b sales value),
〉Advisory Firms needing expert advice/panels for their projects,
〉PE Firms needing expert advice at pre-investment stage or to management teams post investment & at exit
Our team

Adam Wrublewski
Adam is a Founding Partner & Director of FiveXR and is based in Italy.
Prior to founding FiveXR Adam was the President, International Markets for Stoli Group, leading the operations across Europe, Middle East, Africa, Asia Pacific and Latin America.
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An accomplished senior leader with over 30 years of experience in the alcohol and non-alcohol beverage sector, and the wider consumer goods industry.
His career has encompassed leadership roles with Coca-Cola Europacific Partners, Diageo, and Campari Group, and has spanned Australia, Europe and global responsibilities. He has also previously founded another consulting firm in Australia, servicing the FMCG, Pharma and media sectors.
Adam has consistently driven transformational growth, operational excellence and innovative partnerships across key commercial leadership roles in sales, strategy, revenue growth management and customer marketing.
Adam holds a degree in Physiology and Pharmacology.

Chris Caldwell
Chris is a Founding Partner & Director of FiveXR and is based at the Head Office in Luxembourg.
Prior to founding FiveXR Chris was the Global Chief Executive Officer for Stoli Group, a leading spirits, wine & non-alcoholic beverage business where he oversaw the development & execution of the global strategy and organisational culture.
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Prior to this he was CFO for two PE backed businesses – one the largest Middle Eastern owned food business which he helped the PE owners to acquire and then delist from the Kuwait Stock Exchange with a new Head Office being established in the UAE. The other was a turnaround of a beverage distribution business which had been loss making since the PE owners’ acquisition – becoming profitable once he joined the business.
He also spent significant time in leadership roles at Fonterra and Diageo.
Chris has built a multi-disciplinary armory of skills and experience during his extensive career, spanning finance, sales, marketing, supply chain, HR and general management. He has spent most of the past 25 years primarily in Food & Beverage consumer goods businesses. He has a track record for developing and executing winning strategies.
Chris holds a degree in Chemistry and is a Chartered Management Accountant.

Lee Bennett
Lee is an Expert Advisor to FiveXR and is based in China.
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With more than 30 years of international leadership experience in the automotive and consumer packaged goods industries, Lee has built a reputation for guiding organisations through transformation and operational improvement. Lee has lived and worked in Europe, Japan, China, and the United States, bringing a global perspective to solving complex challenges.
A key contributor to the development of the Honeywell Operating System (HOS), Lee specialises in end-to-end supply chain management — all the operational activities required to manufacture and deliver a product. His collaborative approach, from boardrooms to shop floors, enables him to simplify complexity, align stakeholders, and deliver measurable results.
“The way to get started is to quit talking and begin doing.”
Walt Disney
What we do
1. We Reframe Thought Leadership
We bring creative solutions and develop teams to challenge the status quo. We use coaching and observation skills to build organisational capabilities and establish your winning value criteria.
2. We Revitalise Strategy & Support Implementation
Our experience and expertise spans multiple geographies and functions. We bring current relationships throughout the value chain that open doors and accelerate execution.
3. We Renew Cultural Agility
Having successfully built transformation programs in Europe, the USA, and Asia, we understand what it takes to succeed in culturally diverse environments.
4. We Restructure for Turnaround & Crisis Management
We are veterans of restructuring, PE-backed transformations, and crisis management with demonstrable results of turning losses into profitable growth.
5. We deliver Results for your business through the above actions
“The secret of getting ahead is getting started.”
Mark Twain
Our expertise
Strategy to Execution
From purpose & vision to measurable outcomes
> Develop corporate & function strategies
> Culture & change management
> Organisation design
> Leadership & execution / implementation
M&A and PE Advisory
Entry & exit and specialised transformations
Strategy
Valuations
Targeting
Funding
Integration
Delivery
Exits
Scaling & Transformation
Unlocking growth, entering new markets/ segments/channels, stabilisation & recovery playbooks
> Growth options, geographic expansion, RTM approach
> Restructuring & turnaround
> Crisis management
> Investment options / sources
Operational Excellence
Unlocking efficiencies, quality, customer centricity & organisation effectiveness
> Supply chain excellence
> Right sizing cost structures
> Becoming the Best Partner
> Policy & process design
> Value creation
Latest thoughts and news
Get in touch
We’re here to answer your questions and listen to your suggestions.


