Our Story

Forward Effect began as all things begin – with a story. Forward Effect Coaching was once Living Forward. Living Forward came into existence in 2004 after a significant and painful breakdown.

In Lou’s own words… “In 2004, Without warning, I was publicly fired from my 21-year position with Turning Point, an agency that provided services to battered women and their children in McHenry County. The allegations were false, however, the media and the board of directors made allegations that were in the press for days. When I was fired, I was also recovering from a surgery that ultimately failed and within a few months, I ended up in a wheelchair.”

Living Forward was born from the heart of that experience.

“Shortly after my firing, my daughter, Suzanne, returned to Illinois after having been away for 15 years. She held a Bachelor’s degree in Communication and a Master’s in Organizational Management which she applied to her career in Corporate Training and Development, and so we started working together. She was determined to grow the business and, through her efforts, Living Forward gained traction. Over the years, Suzanne and I both achieved certifications in the Coaching Profession and gained other important skills. The business flourished and grew. Together, we created something unique; a vibrant and skilled profession as coaching and training consultants.

One of the significant learnings from the past was this, things always change. Everything changes; nothing is static. This included our business. In 2019, Suzanne and I decided It was time to talk about taking our business to the next level. The truth is, our business had changed and our clients had taught us what is really important for workers at all levels, as well as what was important in their personal lives. We began to explore what a redesign would look like with the Help of Medman, a marketing firm in Rockford, Illinois.

At first the discussion was laced with resistance. Suzanne and I were attached to the name, Living Forward. The business had provided a container where we grew and developed our skills. We passed along this can-do attitude to our clients. Our lives had changed not just as professionals, but also as mother and daughter.

Choosing a new name for our business was a challenge. We wanted to get it right. The ability to live beyond our circumstances and survive difficult and troubling events came from the spirit of our business and in a sense the effect Living Forward had in helping us move forward, no matter. Suddenly it fit, the gift of Living Forward was the Forward Effect: the ability to see beyond the circumstances, no matter how difficult, to believe in the present as our teacher and the future as our possibility. It was perfect.

Living Forward taught us to live into a vision that sustained us and called us forth- this is the Forward Effect. The Forward Effect triggers wisdom, hope, and determination. These values lead to transformation.

This is the invisible gift we bring to our clients, The gift of seeing beyond, so they embrace courage and stay the course.

Today, we launch our new brand, Forward Effect Coaching, engage. elevate. thrive. We collaborate and partner with our clients to develop innovative learning programs and ready ourselves to face whatever changes may come. We know that through our own experiences, anything is possible. 15 years later, this still holds true. Thank you for being a trusted partner, follower, and engager of our company. We’re looking forward to many more years to come.

Sincerely,

Suzanne and Lou