top of page
Wheels Turning Together

Alone we can do so little; together we can do so much. ~ Helen Keller

Meet your Strategic Partner in Business and Life Coaching, Alfia Caldwell


Alfia Caldwell, a certified and experienced executive coach, has earned the title of "The Strategy Coach" among her clients. With a remarkable track record, she has successfully supported over 10,000 C-Suite executives and business owners in launching and expanding organizations, skillfully navigating change, and enhancing their overall effectiveness both personally and professionally.


Since 2008, Alfia Caldwell has built a distinguished career in coaching, serving in various roles including territory growth coach, enterprise process coach, and agency development coach. In 2019, she transitioned from a corporate coaching role after completing her certification as an executive coach through an ICF (International Coaching Federation) graduate level program, obtaining a certified change management practitioner designation, and founding REFRAME iT Coaching and Consulting in 2015. Additionally, Alfia holds a master's degree in leadership and coaching, further enriching her expertise in the field.

Some of her notable accomplishments include helping clients develop business plans enabling them to secure million-dollar franchises, business start up, business continuity and growth, executive on-boarding, large company roll outs, and leadership development. With a proven track record of driving results, Alfia's coaching interventions have consistently enabled her clients to achieve extraordinary success and growth.


As an entrepreneur for nearly a decade, she embarked on her journey by balancing a corporate job with running her own business. Her success stems from her adeptness in applying coaching methodology to assist clients in developing tailored plans. By fostering mutual respect, empathy, and a genuine interest in helping leaders unlock their full potential, she has consistently achieved remarkable outcomes.

Continuous Learning/Community Service

In addition to Alfia's formal coaching training, she holds a bachelor's degree in Economics. Her commitment to continuous learning is evident through her certifications as a Certified Elite Enterprise Trainer of virtual, classroom, and adult learning and completed certifications in Excellence in Operational Management, Social and Emotional Intelligence, DiSC, Leadership 360, StrengthsFinder 2.0, and other validated behavioral assessments. She also enjoys serving her community as a certified financial literacy small group facilitator and a mentor coach for a local nonprofit. 


Alfia's approach to coaching is both rigorous and comprehensive, informed by her extensive training in coaching, organizational psychology, and strategic leadership, as well as over 20 years of leadership experience. With a background as a CEO in both for-profit and nonprofit sectors, as well as an entrepreneur, she also draws on her experience in Corporate America to support and challenge her clients. Alfia's coaching style is supportive yet challenging, guiding leaders towards a more intentional approach to developing strategies, motivation, and accountability needed to succeed both professionally and personally. She reintroduces the sometimes overlooked and forgotten skill of intentionality, helping clients to unlock their full potential and achieve their goals.

Any questions or thoughts?

I would love to hear from you!

bottom of page