Hi, Iām Matthew LaRochelle.
I've built things. I've burned things down. I know the difference.
I spent fifteen years in the hospitality industry, the last ten as co-owner of Cold Tea in Toronto. Before that I learned what it means to build a community, manage partners, and keep something alive through every kind of pressure a business can put on a person.
For the last seven years I've run Atlantic Avenue Athletic Club - a gym built around group strength and conditioning and the kind of culture that only happens when people show up for each other consistently.
Eight years ago I got sober. That's when the real education started.
The work Getting honest about yourself is harder than building a business. But it changes everything about how you build. I trained with Integral Coaching Canada and hold an ACC credential with the International Coaching Federation. I'm an Advanced SuccessFinder practitioner and certified with iEQ9's Enneagram system - two tools I use not as labels but as maps.
I work with founders and entrepreneurs at inflection points. People who have already built something real and sense that the next chapter requires something genuinely different from them.
This work isn't about fixing what's broken. You're not broken. It's about recognizing what's ready to evolve.
"Coaching with Matthew helped me reconnect with a steadier part of myself, rather than staying caught in the chaos. I'm still practicing, but I feel more grounded and more confident in creating moments to pause and reset." -Nicole, Teacher
"Matt is a visionary leader that is able to unlock people's individual potential and lay out an objective plan to realize it. His solutions are bespoke and tailored to each person's individual strengths, needs and limitations." -Elliott, VP Strategy