Craig Lomax is a Professional Certified Coach (PCC) with the International Coaching Federation (ICF) who brings more than 30 years of business ownership, organizational leadership, and leadership development experience to his clients. He has logged more than 3,000 hours of professional coaching with senior executives, high-potential leaders, high-ranking officers, and entrepreneurs across the United States and internationally.
Craig’s organizational leadership journey began as the co-founder and CEO of Rock-N-Water, a California-based ecotourism C corporation focused on youth development. For more than three decades he led the company to become a recognized market leader, training more than 200 outdoor leaders who used whitewater rafting, rock climbing, and team-building as tools for serving more than 100,000 guests. Years after its sale, the company maintains its people-first philosophy with the same organizational clarity, operating model, and reputation for having outstanding leaders who deliver life-changing experiences.
As a young guide, he and his guests faced the challenges of navigating the outdoors holistically; physical, mental, emotional, and social adversities were organic – and sometimes sought-after – mechanisms for growth. These learning opportunities allowed Craig to thoughtfully discover some of the deeper principles that govern people leading. Later, throughout the adventures of business, outfitting, and mentoring leaders, he continued to look for the underlying structures behind his experiences that bring about clarity. Today, he applies the same principle-seeking exploration as he learns with his clients, and as they benefit from more than three decades of insight gathering.
Craig helps leaders build excellence so their companies thrive. He helps clients convert insights discovered in coaching into practical action that makes high-value improvements. He believes caring, intentional, and humble leaders who set clear direction and expectations build thriving cultures where people enjoy working hard and efficiently. Coaching is how he partners with leaders to create and sustain those conditions as organizations adapt to a fast-changing world.
Craig’s coaching style is developmental, collaborative, goal-oriented, strengths-based, and pragmatic. He is grounded in the ICF Core Competencies that draw wisdom and creativity from clients while also being resourceful, offering perspective, practical suggestions, and tools when it best serves the client. His Emotioneering™ model helps clients shift limiting mindsets, and his Organizational Clarity framework aligns executive teams and their organizations with a unified vision that drives organizational health.
