Juanene Frydman

Juanene Frydman is a coach and facilitator whose background is primarily centered in the Corporate Operations arena.  For more than 15 years she held senior positions in both national and multinational concerns across diversified fields as construction, hospitality and human capital.

This very experience together with her years of executive coaching afford  her an empathy and understanding around many relevant corporate concerns such as resistance to change, cultural challenges, personal and corporate branding and archetypal patterning.

Juanene is known to say that her client base extends from the proverbial starving artist to CEO’s of international companies and the common thread in that is that she coaches people; leaders, in being more of who they are and in that demonstration, impacting positive change not only in their lives but in the lives of people around them.

She speaks of “conversations of possibilities” and it is her desire to create sustainable change in her clients through the discipline of self awareness, an ear to language and ultimately attention to behavior.

Her passion around the concepts of “curiosita” and “dimostrazione” ensure that her clients are engaged on a practical, cognitive and emotional level.

Her client base includes BHP Billiton, Debswana, Areva Resources SA (previously Uramin), AngloResearch, The Brand Union, Business Results Group, Coca-Cola Nigeria and Kenya, The University of the Witwatersrand, Citibank, Maurice Kerrigan & Associates, ABSA Capital, Graduate School of Business UCT, Tourvest, Henley Business School, Standard Bank, Mandate Molefi, Canon Collins Trust, Graca Machel Trust

Juanene is an accredited coach having trained in a number of coaching methodologies including Results Coaching Systems (Australia) and The Coaches Training Institute (America) as well as Ontological Coaching (Newfield Network).  She is also a lead facilitator for a number of executive and graduate local and international programs.

Her dedication to her profession sees that she is a registered member of both COMENSA (Coaching and Mentoring South Africa) and ICF (International Coach Federation) and is currently waiting to sit her PCC (Professional Certified Coach) examination.

Juanene presents a number of bespoke programmes to both the corporate environ and private individuals.  Such programmes include:

  • Mentor / mentee collaboration
  • Your Best Year Yet
  • Personal and Team branding
  • Archetypal awareness

She has also appeared as ‘guest speaker’ at a number of events (Canon Collins Trust, Graca Machel Trust etc) and spoken on:

  • Remind me who I am – the various roles that we as women hold
  • Your Best Year Yet
  • Personal branding – fact or fiction
  • The Stickiness of sales


Juanene has recently completed (cum laude) a 1-year diploma program in mediation and arbitration.  The course concentrated on the various aspects and perspectives of conflict resolution, mediation, arbitration and the elective for her final module was labour mediation. It is her intention to apply to sit on the ADRNetwork panel for South Africa and look to offering her insight and professional experience in the field of transformative mediation.

Her clients have this to say about her:

Because of Juanene’s flexibility in terms of “how” the coaching happens, I had all my sessions telephonically. Juanene exhibits an exquisite ability to accurately “read” her clients in the absence of visual clues – I found this to be an amazing skill which makes her a brilliant coach.  Juanene is extremely professional and very determined in ensuring that her clients recognise, embrace and celebrate their greatness, whilst remaining friendly, supportive, encouraging and firm at the same time.  The growth I achieved through my coaching sessions is immeasurable.

Head of Department Faculty of Humanities WITS University

Juanene is experienced, insightful, well versed with the business environment and possesses excellent skills in business coaching.  She was able to relate to my style of working and was familiar with the culture of the organisation within which I was new.

Juanene provided me with the inspiration and tools to finding my own solutions to the challenges I was facing.  Her approach is inspiring in that the tools she uses are engaging and enlightening – the results being internalized by those who experience the answers and often “switching on the lights to rooms I did not know existed”. She was able to keep me excited and engaged at every stage of discussion and discovery and often dared me to consider options which I did not think to, or was to afraid to consider.

HR Vice President AREVA Resources Southern Africa

We would highly recommend Juanene to anyone looking to make changes and who wants rapid results.  Juanene is challenging. But you need someone to challenge you to drive great results.

Juanene is to words, as Clapton is to the guitar – a craftsman, hugely creative and highly professional and full of life. Working with Juanene is an experience. You learn, you enjoy, and you get results. Her experience, energy and enthusiasm are contagious and make her a pleasure to work with.

Head of Consulting Africa Merchants Consulting

Last year was a traumatic period in our organisation, we had undergone a significant organisational structural change, and the new personalities in positions of power presented a challenging dynamic.  I had 12 coaching sessions over a period of 6 months. The sessions have enriched me and the personal benefit I have experienced far exceeded my expectations. Juanene is an extremely experienced and skilful coach, very sensitive and intuitive to both the consciously spoken and subconsciously unspoken messages. Her facilitative approach elicited enlightenment on personal strengths and weaknesses and enabled me to separate perceptions and reality on some issues that were of significant meaning for me.

Head of GeoSciences Anglo American

Feedback from recent engagements:

A simple thank you for your insights and the succinct manner in which you carry your message across”

“Fabulous! Created a forum for honest and open communication”

“Never realised how important branding is relative to us as people”

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