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Toni Crow Leadership Coach Executive Coach Cheakamus Lake near Whistler British Columbia Canada

Coaching is

an advantage

studies indicate coaching decreases perceived stress
and increases resiliency, mental fitness and wellbeing, and goal attainment
about you

Authenticity | Clarity | Flow

what would it be like?

What can start to help is to:

  • Think about what you want to change for a moment.

  • Check in with yourself: How are you feeling when you think about this?

  • Consider what it’s costing you to stay status quo, to put this off. How does that feel?

  • Now take a minute to breathe three slow, gentle and full breaths.

  • Then think about what could be different – think in terms of what you want (you already know what you don’t want). What are you noticing now?


My mission is simple. I want to help people achieve positive, lasting change in how they feel and act; for themselves, their people, their teams. I want to help you make your life what you define and design it to be.

I help you overcome limiting beliefs and behaviors to achieve greater success in performance, wellbeing and relationships, with less stress and overwhelm and more ease and flow. I don’t do this for ego – I am constantly humbled by the brilliance I see in my clients! I do this because I love helping people! Besides, I am not anyone’s guru.

It can be really hard to do this on your own. Marcia Reynolds likens coaching to tickling. If you try to tickle yourself, your brain ignores you. If someone else comes at you with tickling fingers, well hey! Our brain wakes ups and pays attention differently.


So what would it be like?

  • To see clearly in the day-to-day, amidst inner and outer voices, choices and pressures.

  • To connect and become stronger with your authentic self.

  • To realize and be confident in what you actually know deep down.

  • To have a safe, productive space to stop and think, and then think again. 

  • To challenge yourself to dare, to take small steps that lead to big things.

  • To understand how you can do things differently and feel better.

  • To do this.

In coaching, we slow your roll and discover together how you can incrementally transform. You are the guru of you, and I’ll help you tap into that inner wisdom. I love this work; I love working with people and teams in this way. And I’ve got a ton of training, tools, experience, my own wisdom to help us do that.


As an educator, facilitator and coach, I help people understand how our beliefs and the environments we operate in can trigger blockages and negative behaviours. Simply and practically, I help you achieve and sustain positive transformation and outcomes.

about coaching    |    about toni

about coaching

about coaching

Executive and leadership coaching emerged from positive psychology and diverged from therapy. It is present and forward-focused, grounded in psychology, neuroscience, and learning and development research. Collectively, I call it "leadership coaching" as it is about evolving as leaders of ourselves, and in our work, communities and personal life.


Coaching provides a safe, confidential and effective container to intentionally and very consciously and continuously improve and progress. It is a powerful way to help empower people in their lives. It was considered and remains an executive "perk". Today, coaching is leveraged by people at all levels, both through their work organizations and independently as individuals. 

Research is now definitive on the benefits of coaching


The International Coaching Federation (ICF) defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. John Whitmore describes coaching as "unlocking a person’s potential to maximize their own performance. It is helping them to learn rather than teaching them.”

Coaching helps us learn and think differently, clearing out inner critics, self-limiting narratives, assumptions and beliefs, and opening up our capacities and new possibilities. 

I also like to think of coaching as a tool for you to evolve the person you are and your whole life. It's about self-realization and actualization and leadership in all contexts; as an individual, partner, family member and friend; as a leader and peer; in groups, teams, departments and organizations.

bio in brief

my story

Toni & son, Beach Walk.jpeg

Toni holds certifications in Executive Coaching through the graduate program at Royal Roads University, and in Facilitation and Team Coaching. She is certified in Lumina Spark, DiSC, Symbolon, and High-Performance Index; is a Master Certified Positive Intelligence Coach and trainer; and is a Lean Black Belt educator and coach. She brings in ongoing studies in Emotional Intelligence, Embodied Transformation, Somatic Leadership, and Mindfulness.

Her approach blends compassion and challenge, optimism and practicality, creativity and intuition, honed through extensive education and a lifetime of experience.

Toni is co-authoring “Sparks”, a unique emerging book series of inspirational team and individual activity books.

My story

A child of hippy, holistic thinking parents, I was born in Scotland, spent part of my childhood living in an ashram, and have worked and traveled in many parts of the world. I am a nerd and a creative. I believe the world needs people with range as much as specialists.


I've been senior leader, team builder, management consultant and entrepreneur, HR manager, executive team advisor, business analyst, project manager and consultant, software business lead, researcher, public relations and corporate communications manager, statistician, cartographer, graphic designer and technical illustrator. From high tech to natural resources and construction, education, government and non-profit, the specific list of industries and contexts I’ve worked in as a consultant, coach and internal player, is too long to recite here.

In addition to coaching individuals and teams, I am a keynote speaker, learning program developer, facilitator and trainer, Lean Black Belt coach, mom, wife, mindfulness practitioner, artist, gardener, writer and travel enthusiast.

I will always be a student. I’m especially fascinated by what I learn and apply for myself and as a coach from the worlds of neuroscience, mindfulness, and somatic leadership, and from some of our great spiritual traditions.

I’ve come to realize the sum of my experiences, even from childhood, prepared me for—maybe led me to—coaching. They also enable me to support my diverse clients, pulling from a cornucopia of resources to serve unique situations.

I’m grateful for the opportunities and challenges that shape me and my journey. There have been plenty of ups, downs and oops, periods at anchor, sail adjustments and course changes. It has not always been easy and I'm learning that it can be easier. I’ve experienced and overcome burnout, depression and anxiety, addictions to work and to wine.

Like every human, I am an ever-emerging work in progress.

I have a tenacious, curious, loving and open spirit and a quirky sense of humour. I keep moving forward and deeper into who I really am and what I really want, even though at times things can feel murky or impossible. I call this creating and being present in my FLASH! life. This has become my metaphor. In a whole-person and whole-life sense, it is unfolding who I am meant to be and getting to do what it is I “cannot not do”. Never always and never perfect, I more and more “Feel Like a Saturday Here”. 

My personal and professional purpose (what it is I cannot-not-do) is to help facilitate FLASH for myself and others, and for the ripples that will create in the world. I can tell you more about that if you like.

Life in all its dimensions continues to unfold, ultimately exceeding my initial expectations. I enjoy a thriving global practice working clients who come to coaching with a diversity of personal and professional interests. Witnessing clients surpass their own limits, being and doing more than they thought possible, is immensely awe-inspiring and energizing to me. Perhaps my greatest joy is seeing people tap into their own creative brilliance and emerging wisdom and learning how this creates ripples in their lives and contexts. I believe this is what we need more than ever in our world.

Beyond my practice, I'm committed to the expansion, ethics and quality standards of the coaching profession, and participate in the International Coaching Federation (ICF).

Living in a beautiful community in connection with people I like, and love enriches my life immeasurably. I am grateful for all the love, support and resources around me.

I recognize how fortunate I am, as well as what has been earned over time. I've been married to Bob for over 25 years, and he remains the person I most want to share my life with. Together we are the proud parents of a good human who constantly learns, grows, inspires and amazes us.

about me
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