ROLE
Master Certified Coach (MCC)
Author & Speaker
EXPERTISE
Somatic Leadership
Team Dynamics
EXPERIENCE
20+ Years
"Leadership is a living practice—one grounded in language, relationships, and embodied awareness."
Croft is the founder and president of CROFT + Company, a leadership and change coaching firm based in Albuquerque, New Mexico. His work focuses on how leaders can be at their best day to day and in complex, high-pressure environments. He combines academic training in business, history, mindfulness, and somatics with deep experience coaching leaders in high tech, energy, manufacturing, government, and professional services.
Croft Edwards has achieved the highest level of certification through the International Coaching Federation (ICF) as a Master Certified Coach (MCC), with more 10,000+ hours of coaching. He is a Newfield Certified Ontological Coach (NCOC), and a graduate of advanced coaching programs with Villanova University, Newfield Network and the Institute for Generative Leadership.
He holds a BA in financial administration from Michigan State University, an MBA from Auburn University, and an MA in Civil War Studies with an emphasis in leadership and command from American Military University.
He also serves as a mentor coach for several international coaching schools and currently coaches senior leaders, executives and teams in Fortune-level companies and public agencies.
Author and Thought Leader
Effective leadership, as Croft teaches, is a living practice—one grounded in language, relationships, and embodied awareness, not just strategy decks. His books explore this perspective in depth, offering both narrative and practical pathways for leaders and coaches seeking to create meaningful, sustainable change.
LeadershipFlow | Perfectly Square: A Story About Learning to Lead and Transforming a Company.
Croft, illustrates how leaders can create conditions for flow for themselves, their teams, and their organizations.
The Liquid Accordion: A Somatic and Embodiment Primer for Coaching In, With, and Through the Body for Coaches and Leaders
Offers practical frameworks, visuals, and tools for coaching and leading through breath, centering, mood, and the body, giving leaders step‑by‑step ways to create sustainable change.
Coaching and Consulting Services
Croft’s services are designed for senior leaders, emerging leaders, and mission-critical
teams who want deep, durable shifts in how they lead.
Executive & Leadership Coaching
Transactional and transformational coaching for senior and emerging leaders seeking to elevate their impact.
Somatic & Embodiment Coaching
Inspired by The Liquid Accordion, integrating breath, centering, role play, and body-based practices.
LeadershipFlow Programs
Sessions to build day-to-day leadership presence, resilience, and effectiveness under pressure.
Custom Development Programs
6–12+ months combining workshops, one-on- one coaching, and on-the-job application for leaders at all levels.
Organizational Effectiveness
Focused on performance, safety, trust, and alignment in complex and high-hazard environments.
Strategic Planning
Alignment and implementation support for executive teams and key stakeholders.
Results and Impact
Real-world transformation in high-stakes environments. Measuring success through sustainable organizational change.
Organizational
Effectiveness
Served as primary organizational effectiveness coach for a mid-sized oil refinery for 12 years. Supported leaders in building a high- performing culture that became the top-performing refinery in its corporation.
Leadership
Operation
Led a three-year leadership program for a large coal mining operation that developed leaders at every level and contributed to the mine being the only profitable site in the organization during severe market downturns.
Program
Development
Designed and delivered a 12-month leadership development program for the largest Native American utility, credited as instrumental in the organization's long-term viability and commitment to serving its customers.
Download and Media
Everything you need to share Croft Edwards’s insights with your team or audience.
One-Page Overview
Download Croft’s one‑page overview (PDF) with core bio, services, and highlights from LeadershipFlow and The Liquid Accordion to share with your team.
For additional materials, speaking inquiries, or media requests, please use the contact form or reach out to Croft at croft@croftandcompany.com
Book Croft
Use the form below to request a conversation about speaking, coaching, LeadershipFlow programs, The Liquid Accordion–informed somatic work, or a custom leadership initiative:
We will contact you to schedule a 30‑minute exploratory conversation.