Why Coaching?

Because sometimes you just need to say the things out loud.
To clear the noise, name what’s really going on, and figure out your next step without overthinking it to death.

Coaching gives you space to pause, reflect, and then actually do something. It helps you think strategically about your work or your life — or both, because let’s be honest, they usually go together. It’s not about fixing yourself. It’s about reconnecting with what you already know, and putting the structure and support in place to lead from there.

I’m not here to give you a five-step system or a motivational pep talk. I’m here to help you get grounded in what matters, in what’s true for you, and in what actually supports you to lead and live well.

My coaching is:

Clear and pragmatic – strategy, structure, and decision-making
Deep and personal – values, identity, and what you’re sourcing from
Kindly irreverent – we can take the work seriously without taking ourselves too seriously
Neurodivergent-affirming – I’m ND myself and bring that lens with care and flexibility
Rooted in experience – business leadership, meditation, nature-based practices, and spiritual inquiry
Responsive to your financial reality – I understand that when you are starting out or going through a challenging time financially, that coaching might feel out of reach. I always make space in my schedule for no-cost and low-cost coaching on an as-needed basis.

A little background

Before coaching, I held several tech industry jobs in Toronto. Later, I helped start and ultimately led Urban Hearth, a wholesale business in Perth, Ontario, after purchasing the company from my mother – (the most important mentor I’ve had). I’ve been managing people and navigating leadership decisions for over 20 years — and I’ve also owned and taught at a yoga studio, facilitated retreats, and served my community as a volunteer on boards and in many community projects. My sweet spot is helping people navigate both the business side and the deeper inner side together, because they’re never really separate.

If you would like to hear more about my experience of selling my business and my views on leadership, you can listen to my interview with Bradley Hartmann on the Construction Leadership podcast here.

A few things we might work on

Finding what feels like it doesn’t fit, so you can make changes that reflect your values and your current reality
Communicating clearly and confidently (especially when it’s hard)
Planning for succession, leadership transitions, or big change
Navigating the emotional and strategic side of selling your business
Untangling the places where personal and professional collide
Finding clarity about what’s next — and what’s enough

How It Works

We start with a free, informal chat — usually 30-60 minutes — to answer any questions you have, get to know each other a bit, and see if coaching feels like a good fit for your goals and where you’re at right now.

If you decide to move forward, our first session is a deeper intake where I get to know you, your context, and what’s feeling stuck, unclear, or in transition. After that, I’ll put together a personalized plan or proposal based on your goals, and we’ll decide how many sessions to begin with — and whether we’re working on an open-ended or time-bound basis.

Session frequency is usually weekly, biweekly or monthly depending on your goals and schedule. We’ll agree on a predetermined session length — most sessions are 1-2 hours long — so you know what to expect and can plan accordingly.

I work in person on Mondays out of a private office in Perth. On other days, I work remotely — or can meet at your office if you have a quiet, confidential space. Coaching should support your life and work, not complicate it — and we’ll find a rhythm that works for you.

Interested?

I keep a small roster of clients and offer one-off sessions, short-term work, and ongoing coaching. Most sessions are on Zoom. If someone sent you here, please reach out, and we can schedule a no-pressure, no-cost consultation.

If you want to read more about coaching, please click here.

Email me: coaching at amberpercival.com

Experience & Training

For the curious, the cautious, and the credentials people.

Coaching isn’t regulated — which means yes, technically anyone with a website and a good playlist can call themselves a coach. Fair enough. I’d be skeptical too.

For those who want to know what’s behind the scenes, here’s the fuller picture of my background — the lived experience, the formal training, and the work I’ve done (and continue to do) to make sure I’m showing up with care, skill, and integrity.

Professional Experience

Owner, Urban Hearth Corp (2017–2023) – Wholesale business leadership, team management, strategic planning, and succession
Vice President, Urban Hearth (2004–2017) – Sales, vendor relationships, operations, and market growth
Retail Manager, Embers Fireplaces (2004–2008) – Specialty retail + service based business management, customer relationships, operations
Co-owner, Shakti Kriya Yoga (2013–2017) – Group and private classes, retreats, community-building
Tech Industry Roles (1999–2004) – UNIX Systems Administrator (Liberty Networks), Library Systems Installer (ID Systems – Dialoc)

Education & Training

270+ hours of coach training (most programs are 60 hours for certification)
Life Skills Coach Certificate, Rhodes College (2024)
Marketing Design Certificate, Sessions College (2010)
Diploma in Network Design, Seneca College (1999)

Professional Training

WETT Certification (2004-2024)
HPBA Government Affairs Academy (Media relations, Lobbying, PR planning)
People School (Vanessa Van Edwards)
Strategic Planning Facilitation (University of Ottawa)
Restorative Justice Facilitation (Lanark County Community Justice)
Council Facilitation (Andy Fisher)
How to Be a Neurodiversity Affirming Therapist Training (Affirm Mental Health)

Yoga, Spiritual and Contemplative Study

Many 50-hour, 200-hour and 300-hour Yoga Teaching certifications
Reiki Level I
Mythic Body Year Long Training
Long-form study with Andy Fisher (2015-Present):
Buddhist psychology
Year Long Training in Eco-psychology
Dreamwork
Solo nature vigils
Council Work
Knot Tying Council (Vigil Mentorship Group)
Long Form Study with David Harshada Wagner (2013-2019):
Advanced Living Mediation Training (2013-2019)
Living Mediation Teacher Training
India Pilgrimage (2017,2018)
Center For Courage & Renewal (2024)
Foundations
Specialties: Restorative Yoga, Meditation, Spiritual Inquiry, Ceremony & Ritual, Shamanic Yoga, Yin Yoga, Alignment Based Yoga & Vinyasa Yoga, Council facilitation and practice, nature based practices and inquiries.
Teachers: Harshada Wagner, Mona Warner, Dr. Christine Selda, Kristin Campbell, Anne Wanda Tessier, Josh Schrei, Ellie McMillan, Natalie Rousseau, Denise Capenter

Ongoing Coaching Mentorship

Actively supported by an ICF Certified Mentor and Executive coach to deepen and challenge my own practice

Community & Volunteer Work

Valley Heartland Community Futures – Vice Chair and Investment Committee Member. Formerly Investment Committee Chair and Board Secretary.
Lanark County Community Justice – Restorative Justice Facilitator (2025–Present)
Firedawgs Youth Sports – Administrative Support (2023–Present)
Girl Guides of Canada – Leader and Treasurer (2024–Present)
Woodheat.org – Board Director (2010–2024)
Hearth, Patio & Barbecue Association of Canada – Board Member, Member Services & Education Committees (2012–2023)
Perth Children’s House – Board Member and Treasurer (2024)
Past volunteer Roles: Perth Community Garden, Perth Bike Park Committee.