Who is HAXAKAIN?

Haxakain’s company roots were planted back in 2002 when founder Hank Groff started his first coaching company, American Power Training. During the next 18 years, their team of trainers would advise fitness, home warranty, smart home security, and clean energy companies on how to grow their business to new heights.

Since that first day, when American Power Training made its headquarters in Jacksonville, Florida, Hank and his team have traveled coast to coast, consulting or training over 100 companies and their leaders in over 30 states and 12 countries. It started in the United States advising companies in cities like Miami, Orlando, Tampa, Dallas, Chicago, Austin, Phoenix, Palm Springs, Portland, and Los Angeles. The American Power team was on the road for over two decades, helping companies obtain their revenue and growth goals.

It wasn’t long before Hank was invited to speak at leadership conferences in Puerto Rico and Mexico, and since then has coached some of the best sales trainers from New Zealand, South Africa, Europe, and the Caribbean. He then realized the company’s name needed to change from American Power Training to something much larger, so on January 1, 2020, the company name was changed to Haxakain.

Many have asked, “Hey Hank, where did you get the name Haxakain?” He likes to say that after 30 years of marriage to his beautiful Cuban wife Aixa, he had to fit her unique first name into the company somehow, so he said, “Well, you know what they say, ‘When you can’t beat ’em, you may as well join ’em!’” So he did just that. He joined the two names – Hank and Aixa - into one, and the word Haxakain was born!

In late 2020, he decided to expand his work beyond coaching and speaking and authored The Manhood Frequency a book that helps men to become great leaders in marriage, career, and life. In 2023 his second book, The One Day Gift, was launched to guide others on how to live each day as a true adventure.

Today, The Haxakain Group has grown to become three separate organizations:

  • HAXAKAIN CONSULTING: Business advisor services to companies in the security, video monitoring, and home services industries

  • HANKGROFF.COM: Management of the author, speaker, and leadership advisor Hank Groff.

  • HAXAKAIN PUBLISHING: Creator of personal development books, content videos, course coaching, and special events. 

For more than 25 years, The Haxakain Group has trained companies, coached leaders, and transformed men. To learn more about founder Hank Groff and his books, speaking, or leadership advising, Go to our home page or click here: www.hankgroff.com.

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Meet The Haxakain Team

Hank Groff

PRESIDENT & SENIOR ADVISOR

Hank Groff is a seasoned business executive with over 20 years growing companies throughout the world. He has trained sales leaders from Europe, Australia, Canada, New Zealand, the Caribbean and the United States. He is in demand as a spokesperson to various industries throughout the country. Hank co-founded Haxakain to assemble companies and projects together with the common vision to improve the outcome of businesses and people who want to become great leaders.

Carlos Cruz

VICE PRESIDENT & SENIOR ADVISOR

Carlos Cruz has over twenty years of experience in the alarm industry working for EverSafe / Safe Streets ADT premier authorized ADT dealer.  Carlos has vast experience assembling direct-to-consumer sales teams for call center training and creating sales strategies with proven results. He also successfully created and managed affinity programs that benefit both sides by increasing sales and the bottom line.

Rachel is a 2019 Summa Cum Laude graduate in Health Administration from the University of North Florida. She has over 10 years in sales and public relations working for various businesses in the health and hospitality fields. Starting in 2022 she joined Haxakain as the company’s administrator, however her leadership qualities have expanded her role to include the company’s financial segment of the business. Today, Rachel directs all financial and administrative strategy for the company.

DIRECTOR OF ADMINISTRATION

Rachel Carey

VP OF BUSINESS DEVELOPMENT

Haley Wise

Haley is a dynamic force at Haxakain, where her passion for creative and digital content shines. She leverages her extensive experience in content creation, networking, and business development to drive brand growth and coordinate impactful events for clients. A fervent advocate for mentorship, Haley thrives on empowering others through her knowledge and experience. Beyond her role at The Face Magazine, she’s a consultant for creatives and businesses, and actively contributes to nonprofit community work.