Azizan Osman

Datuk Wira Dr Azizan Osman

Datuk Wira Dr Azizan bin Osman is a Malaysian entrepreneurial coach and marketing expert. He was born in Kota Bharu, Kelantan, but grew up in Pontian, Johor and his mother’s hometown is in Melaka.

Early Life

Azizan has been a serial entrepreneur all his life. He started as a teenager selling just about anything from his dormitory during his campus days. He had two formal educations, in a Chinese and a Muslim religious school. Both educations set the very foundation for Azizan’s business acumen and the core values in his life today.

Education/ Alma Mater / Alumni

Azizan later pursued his Diploma in Investment Analysis in UiTM, Johor. Being a lifelong learner, Azizan continued to pursue his education throughout his career by earning his Master degree and Doctorate.

Azizan enrolled for several master degree and doctorate programs year after year to keep abreast with technology and the evolving business world which helped him gain vast information, upgraded his career, knowledge and professional experience. He has pursued his studies with

  • Salford Business School, University of Salford, Manchester, UK
  • Kellogg School of Management, Northwestern University, USA
  • Columbia Business School, Columbia University, New York, USA
  • Southwestern State University, Kursk, Russia
  • Asia e University, Malaysia


Today, Azizan has earned multiple international certifications and recognition in human science behavior, neuro-semantic and neuro-linguistic programming, hypnotherapy, professional training, leadership management, guerilla marketing and is a certified life, motivational and business coach.



As the Founder and Chairman of Richworks International, he has pioneered and home-grown various personal development and entrepreneurial training programmes that has touched the lives of over a million participants from all walks of life since its establishment in 2008.

His mission and passion to educate Malaysians grew from his personal experiences and need of a mentor more than a decade ago when he was badly hit with financial debts and challenges.

Since the establishment of RichWorks International, Azizan has dedicated his life to being a coach and mentor through his seminars. A feather to his cap, Azizan has to date created a pool of highly successful entrepreneurial millionaires, many of whom are now mastering and teaching the art of making the first million as a benchmark to financial freedom.

Azizan’s first experience in the corporate world was in a stock-broking firm. He developed a keen passion on stock investments while in college. A year later, he pursued a career in sales.

Picking himself up from 2001, he worked as an executive in Appco Group (UK), one of the largest and most successful global sales and marketing companies. His great track record and exceptional marketing talent opened up a lot of opportunities for Azizan. He shot to meteoric success and was given the chance to build his own company sponsored by his employers. He built a team of talented marketers under his leadership as Managing Director & Organizational Head for Malaysia.

During his tenure in the corporate world, Azizan successfully lead a sales team of 1,500 executives with his expertise in integrated marketing and advertising to manage massive marketing campaigns nationwide for various organizations from SMEs to corporate giants.

For his meaningful and highly successful years of service under the UK-based organization, Azizan received fourteen personal accolades for his outstanding performance and success in the fields of leadership, management, human resource management, advertising as well as marketing, in which he holds a strong passion.

He then took his credibility to another level when he was awarded the ‘Chairman’s International Platinum Award’, the highest accolade to be handed out by the organization, after only two years of service. As an international marketer, Azizan is a certified Guerrilla-Marketer mentored by Jay Conrad Levinson and two internationally acclaimed Life & Business Coach, Robin Sharma and Tony Robbins.

In 2008, Azizan made a bold move to pursue his life-long dream of owning his own company. He brought on board his vast experiences to be shared with those in need of his expertise. His experiences with hardship and failure made him one not to be defeated. He began to reflect on the fundamental laws governing success and failure. His theories and experiences became the stepping stone for his next multimillion businesses which brought him huge financial success and ultimate fulfillment.

Achievements & Contributions

Today, as a coach and best-selling author, Azizan has trained over 1,000,000 participants through live-stage events and virtual programs, empowering them with priceless knowledge to succeed in life and business. He has helped countless small business owners and multinationals generate revenues reaching millions in annual sales. To the masses, he is renowned as a Success Coach & Asia’s No.1 Marketing Maestro.

Being Asia ‘s largest event organizer for seminar and training programs in human resource development and entrepreneurship,  in 2012, the Malaysia Book of Records awarded Azizan and his team the recognition of being the largest event and seminar organizer in Malaysia in the field of entrepreneurial development, marketing and motivation. In 2014, more than 140,000 participants attended his road tour seminars and 11,000 participants has been the ultimate record for the highest number of participants in one single seminar event to date.

Azizan continues to inspire and create a growing phenomenon in Malaysia as he champions his mission for lifelong learning to achieve ultimate success, wealth, happiness, love, serenity and health through unlocking the human potential and entrepreneurship. We have seen in recent years, the growing interest of many Malaysians that are now venturing into various businesses, wealth building and investment opportunities available in the market both locally and internationally.

As an acclaimed writer, he has authored and co-authored 10 books among which

  • Magnet Kekayaan & Kejayaan
  • Kuasai Pemasaran Rahsia Menarik Pelanggan
  • Kuasai Pemasaran Facebook
  • 25 Formula Hidup Luar Biasa
  • Kenapa Saya Mahu Anda Berjaya
  • Mudahnya Berniaga
  • Zero Kos Marketing
  • 100 Usahawan Jutawan – Satu Misi Bantu The Nation and
  • Bangkit Bisnes Dari Krisis – Solusi Bisnes dan Pemasaran Digital are the most sought after and bestseller series.

Azizan also ventured into co-authoring with Brian Tracy, an internationally distinguished professional speaker, bestselling author, entrepreneur and success expert. Their co-authored book “Beat The Curve” was released on 21 January 2016 on

Azizan has also developed several self-formulated marketing concepts and business strategies, namely ‘M.E.S.T.I’ which he shares in greater detail with his audiences through his programs.

His contributions in philanthropic work are as far outreaching as his role to educate the community. Azizan is the Founder of RICHWELL, a charitable NGO which raises funds to help support those in poverty, underprivileged, disabled, women and children as well as various social causes affecting the community locally and internationally including flood and war-stricken victims.

Azizan’s success has been well documented by the local media for his desire and sheer determination to help individuals and business owners to achieve their fullest potential in life and in their respective industries. His aid comes in various forms including talks, seminars, personal coaching, online training, blog, books and videos, his daily engagement on social media as well as his frequent columns in Malaysia’s leading newspapers besides appearing on television and radio programs on a regular basis.

Awards & Recognitions

In October 2020, in conjunction with the 71st birthday of Yang-di Pertua Negeri of Melaka, Tun Seri Setia Dr Mohd Ali Bin Mohd Rustam, Datuk Wira Dr Azizan Osman had received a Darjah Cemerlang Seri Melaka (D.C.S.M) award which carries the title ‘Datuk Wira’.

In 2017, Azizan earned the prestigious World Class Credentialed Master Coach recognition by International Coach Guild (ICG) Australia for his experience and work in training and coaching in addition to his success to transform individuals and businesses through effective result-matters strategies and innovative coaching methodologies.

He also received the following recognitions throughout the years:

  • Nona Superhero Award – Nona Men’s Business Mentor Award 2021
  • The Brand Laureate e-Branding Brand Leadership Awards 2020
  • Top 50 Marketing & Advertising Leaders Award by MADCon Marketing and Advertising Conference 2019 in Dubai
  • Entrepreneur Influencer of the Year by Malaysia SME & Entrepreneurs Business Awards 2019
  • Master Entrepreneur Creators by Malaysia SME & Entrepreneurship Business Award 2017-2018 Premier Edition
  • The 100 Most Influential Young Entrepreneur Award by Entrepreneur Insight 2017
  • Best Business Mentorship Provider for Regional Brands by Asia Halal Brand Awards 2017

Brand Clientele

In the span of 14 years of establishing RichWorks since 2008, Azizan has built hundreds of home grown brands and SMEs. Below are several well-known and established brands in Malaysia.

Pencapaian, Anugerah & Pengiktirafan

Pada tahun 2012, the Malaysia Book of Records telah menganugerahkan Richworks dan Dr Azizan Osman sebagai Penganjur Acara dan Seminar Terbesar di Malaysia dalam pembangunan keusahawanan dan pemasaran. 

Pada tahun 2014, lebih daripada 140,000 ribu peserta telah hadir dan terlibat dalam program seminar Dr Azizan Osman dan hampir 8,000 ribu peserta menjadi antara rekod tertinggi bilangan peserta dalam satu acara seminar sehingga kini. 

Pada tahun 2017, Dr Azizan Osman mendapat pengiktirafan antarabangsa sebagai Credentialed Master Coach oleh International Coach Guild (ICG) Australia dengan pengalaman dan juga bimbingannya mengubah individu dan perniagaan melalui strategi yang berkesan dan kaedah bimbingan inovatif. 

Beliau juga menerima pengiktirafan berikut pada tahun 2017 sebagai perintis pendidikan Keusahawanan di Malaysia:

  • The 100 Most Influential Young Entrepreneurs Award
  • Master Entrepreneur Creators
  • Asia Halal Brand Awards – Best Business Mentorship Provider (Regional Brands)

Berdasarkan pengalaman lebih 20 tahun dan kepakaran beliau dalam menguruskan kempen pemasaran untuk SME kepada jenama gergasi serta syarikat multinasional, Dr Azizan Osman sejak 10 tahun yang lalu telah menerajui pembangunan usahawan Malaysia terutamanya bagi kaum bumiputra. 

Beliau telah membimbing lebih 10,000 perniagaan dalam lebih 1,500 ceramah dan seminar di dalam dan di luar Malaysia. 

Lebih daripada 40 juta viewers telah mendapat manfaat menerusi sesi latihan dalam talian dan perkongsian video secara Percuma di laman Facebook beliau di Azizan Osman Official yang telah mencecah 1 juta Followers, menerusi Facebook Live Talk Show yang disiarkan secara mingguan dan juga di saluran YouTube dan Instagram Azizan Osman. 

Dalam menunaikan tanggungjawab sebagai seorang insan, beliau turut menghulurkan derma kepada golongan yang memerlukan. Setiap bulan, beliau membantu ramai keluarga dan anak-anak menerusi Pertubuhan Kebajikan Richwell.