Bag Man

The Story Behind the Improbable Rise of Coach

By: Lew Frankfort

Narrated by: Lew Frankfort, Brian Troxell

The longtime CEO of Coach shares stories and strategies behind the company's stunning growth from a $6 million business to a $5 billion global brand.

Lew Frankfort knew nothing about fashion when he became assistant to the founder of Coach. By the time he left, Frankfort had spent twenty-nine years as CEO, growing Coach from a scrappy maker of leather bags with a small cult following to a beloved lifestyle brand. Along the way, Coach created a new market segment—accessible luxury—that redefined an industry. In Bag Man, Frankfort explains how he built a business that challenged conventions, grew it 1000%, and became recognized as one of the world's best CEOs.

Bag Man offers lessons from both achievements and missteps as Coach reinvented itself over decades. Throughout, Frankfort considers a more personal aspect of leadership—how the double-edged sword of fear and drive can lead to success but also take a toll. He shares his struggles with a haunting fear of failure, including how it drove an obsession with consumer insights that made Coach unique in the industry.

A riveting, candid business memoir, Bag Man traces an extraordinary leadership journey that built a legacy brand.

©2025 Lew Frankfort (P)2025 Ascent Audio

Inspirational and heartfelt

I already knew quite a bit about Lew Frankfort so I was excited to read this one and it exceeded my expectations. Lew has written a book that not only gives you life lessons, but is a manual on how to succeed in business. It’s open and honest which I so appreciate. I really enjoyed how he weaved in all the personal trials and tribulations of his life. And, how he shared his personal take on depression and anxiety. There were parts that made me cry and others that made me feel inspired. Overall, this book confirmed what I already knew, that he is deeply dedicated, has a high level of ethics at work and home and is a loving man who always put his family and employees first. I highly recommend this book.

The Magic and Logic of Lew!

Lew is a special human who touched so many peoples lives during his incredible legacy at Coach! Thank you for your candor, transparency and heart that you shared with your reader.