Welcome

We are a human-centred performance improvement, coaching, training and consulting practice.   

People spend hours every week focused on their roles and performance outcomes. Helping people find purpose, joy and value in their work will deliver more engaged cultures and higher-performing organisations.

We equip people (leaders and teams) to turn their challenges into opportunities and opportunities into Performance. Change and growth starts in each person; it is a journey. Our approach is to align growth in people and performance expectations, engage clarity, skills and mindsets and finally to enable the sustainable success of people and organisations.

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Ready to Ignite your Purpose? Unlock Joy, Happiness, Resilience and High Performance? Peace, Confidence, Courage, Influence Tired of the same cycle of stress, tiredness and frustration?

Our Founder

Christina Foxwell founded this practice in 2012 after a significant discovery during her corporate career. She had been in human resources, consulting, training, and executive leadership and she discovered that most organizations were missing an opportunity to engage and equip people. Opportunities that would have significant impact on return and business performance.

To make a difference in my world, the change has to start in me. I can then be a better person, parent, partner and leader.

Christina Foxwell

Introducing Dee Hoch, Managing Partner

Dee Hoch, based in Roanoke, Virginia, is the Managing Partner of Ignite Purpose USA.  She holds a Master’s in Executive Leadership and earned an Associate Coaching Certification. 

Dee’s leadership philosophy is a blend of empowering and transformational principles, augmented by a strong emphasis on coaching and development. 

Our work in the USA

The relevance of our work in the United States is starkly highlighted by a series of statistics that reveal the current landscape of workplace dynamics and mental health:

  • Work in America Survey (2023): This survey underscores the high value that workers place on emotional and psychological wellbeing, mental health support, respect at work, and a healthy work-life balance. It also shows a majority of workers expressing satisfaction with the mental health and wellbeing support provided by their employers.

  • The results of APA’s 2023 Work in America Survey confirmed that psychological well-being is a very high priority for workers themselves. Specifically: 92% of workers said it is very (57%) or somewhat (35%) important to them to work for an organization that values their emotional and psychological well-being. 2023 Work in America Survey: Workplaces as engines of psychological health and well-being (apa.org)

  • 45% of employees are burned out by organizational changes in 2023. Back in 2016, 74% of employees were willing to support organizational changes, but that number dropped to 38% in 2022. That’s likely why, for 53% of HR leaders, mitigating this change fatigue is a top priority. Key HR Statistics And Trends In 2024 – Forbes Advisor

  • Gallup Employee Engagement Survey (2021): This survey reveals that 18% of U.S. workers are actively disengaged, while a further 59% are not engaged, leading to considerable losses in productivity for the U.S. economy.

  • Harvard Business Review article (2021) : This article highlights the importance of workplace environment on mental health, with 84% of respondents citing negative impacts due to workplace factors, such as emotionally draining work and poor work-life balance, exacerbated by the pandemic. While there has been an increase in openness about mental health at work, the response to such disclosures is not always positive or supportive, underscoring the need for a cultural shift in how mental health is addressed in the workplace.

These statistics emphasize the importance of the programs and skills that Ignite Purpose brings to its clients leadership styles like that of Dee Hoch, which prioritize mental health and wellbeing in the workplace. They also highlight the ongoing challenges that both employers and employees face in fostering a healthy, engaged, and productive work environment. The work and approach of Dee Hoch and the Ignite Purpose USA team are not only relevant but also essential in addressing and overcoming these challenges.

What they say about us

Testimonials

Duarne Bernhagen, Bee Savvy LLC, Davao, Davao Region, Philippines
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Dee is a remarkable individual who brings a refreshing perspective to every conversation. Her authenticity shines through as she engages in open and honest dialogue – no frills, no pretense. This candid approach is both rare and incredibly impactful. Our interaction left a lasting impression, as her insights and guidance were nothing short of extraordinary.
Adrienne Simmons, The Energy Edge: Unlocking Your Energy Potential, Scarborough, ON
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I connected with Dee Hoch after we connected on Alignable. After our first one-on-one, I knew our destinies were meant to align. Dee is a warm, easy going laid back professional but do not let that fool you. Dee is on a mission and laser focused to ensure that anyone currently with lived experience in a toxic work environment knows there is a life-line waiting to pull them out and that life-line is Dee. I am comfortable recommending Dee Hoch and stand by my recommendation.
Sedrek Childress, LEDR Nutrition & Fitness, Orlando, FL
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Dee is passionate about her cause to help educate others and provide resources for those who are seeking growth and empowerment in their business and personal lives. Her extraordinary ability to give actionable insights and guidance to achieve success is bar none! She is kind, responsive, and willing to build collaborative partnerships. You definitely need to experience Dee's excellence! It will be a blessing to you and your business
Andrea Swanner, MBA Notary & Business Services, Desoto, TX
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Dee is oozing with her purpose. She is on fire to improve the lives of employees and make the workplace an environment of respect and empowerment. I can't wait to see what she accomplishes next. If you are an employer ready to
Adriana Richardson, The Lazy Millennial, LLC, North Charleston, SC
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Dee is wonderful and super easy to communicate with! When you work with her, you can feel how much she loves what she does and really wants to make an impact. If you are in the market for a coach that cares, I highly recommend Dee.
David Doerrier, Present Your Way To Success, Alpharetta, GA
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Dee's coaching expertise, compassionate approach, and dedication to personal growth are truly exceptional. Her ability to guide individuals toward their inner fire and help them overcome obstacles is remarkable. With Dee's support, you'll unlock your full potential and achieve meaningful, lasting change.
Michael Jenkins, Smarter Marketing Strategies, Oceanside, CA
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Dee is an exceptional and a talented coach. She has a human-centered approach to help you and your team improve overall performance. If you truly want to create and build a team that works well together -- look no further. Talk with Dee.
Barbara Schumann Lamb, Rock in the River, LLC, Coconut Grove, FL
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Dee is a heartfelt coach with great energy and a positive outlook.
Frank AginAm, Spirit Business Connections, Blacklick, OH
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Dee, in a word, is passionate ... passionate about help people find and live their purpose.
Birgit Cummings, B.C. Virtual Office, Gainesville, GA
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I had a great conversation with Dee today. If you look for a coach that guides you through business & personal growth, she will be a great choice to have on your journey.
Aman Kumar, Transcounts Services Inc., Vancouver, BC
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Highly Dependable, Professional and Knowledgeable
Grace Simmons, The Amethyst Palaver Hut LLC, Gaithersburg, MD
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It was an absolute pleasure getting to know Dee! You can feel her passion and drive when it comes to advocating a positive work environment but mainly ensuring clients understand they deserve better in their personal and professional lives
Amanda Jacob, Life Changes by You, Salem, OR
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I met Dee through here and the instant we connected 1:1 we knew it was special. She is high energy, fun and dedicated to making you the best version of yourself. I can't wait to see what's up her sleeve next.
Daneika Glenn, Learning2fly, LLC, Saint Paul, MN
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Dee is a kind, present and genuine soul. She created a safe space to talk openly and honestly. I appreciate you
Tiffany Okieme, Surreal Beauty, LLC, Charleston, WV
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Dee is Amazing and Authentic. Immediately connected with her from the beginning!
Ingrid Zacharias, Winnipeg, MB
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Dee is a pleasure to talk with. She is very open and honest about her life experiences and her goals. She has a vision of sharing her knowledge and expertise to help businesses and individuals change the cultures within each organization to enable workplaces to be successful at ensuring their staff are healthy, happy and want to remain in the organization. Ask Dee about her Organization Culture Self-Assessment form that she has just created. Learn whether your organization is as healthy as it can be or if you need Dee's expertise to help you make positive change within your organization.
Debbi-Jo Horton, Advantages to Aging, Riverside, RI
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Dee wears her passion on her sleeve. Having even your very first conversation with her you can see just how dedicated she is about empowering others. You definitely need to do a 1-2-1 with her and see how she can help you fulfill your dreams
Britt-Mari Sykes PhD, Canvas Career Counselling, Ottawa, ON
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Dee is an extremely knowledgeable professional and a thoroughly engaging, personable, and dedicated individual. She brings expertise and compassion to important areas of work life - psychological safety, workplace trauma, health and well-being. Her enthusiasm for connecting people and encouraging dialogue on how we can all thrive, collaborate, and make positive contributions is reflected in her networking, podcasts, and group discussions.
Khadijah Steward, K Steward Consulting, Taneytown, MD
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Dee as a fellow Coach of those who struggle with managing work and business relationships it was not only refreshing but invigorating. Dee’s people skills are among the best I’ve seen in years !!!
Roshni Sharma-Fleming, Still Fire Healing Inc., Scarborough, ON
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Dee is so fun to talk to. She makes connections quickly and is passionate about the world and her clients. She is focused on connection and support that empower and inspire you while being authentic to herself.
Dale Meier, Healthy Lifestyle Solutions, Lewes, DE
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I had an amazing conversation with Dee! She is very passionate about what she does. She is very knowledgeable about helping others to create a safe and supported work place. I highly recommend Dee if you are looking for coach to help yourself or your organization!
Dennis D Paul, Regenerative Medicine and Subconscious Mind Training, Boynton Beach, FL
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Dee's company perfectly defines what she does for her clients and her passion for helping others.
Femi 'Dade, Iconic Digital World, Calgary, AB
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Dee has transformed her pain into passion, and she inspires others to do the same. She is a warm, patient, and attentive listener who helps people feel safe and supported. When you meet Dee, you can't help but smile and feel energized
Joe Gendron, Agile Coaching Strategies, LLC, Midlothian, VA
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Dee is passionate about her coaching and helping others, and that passion is built upon a strong base of empathy from her own experiences. Being able to cover from individuals to group coaching, across all levels, is a key strength. I'm looking forward to working with her more!
Alise Kabakoff, Knit Me Sew Me, West Hills, CA
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I had the absolute pleasure of meeting Dee for a 1:1. She is delightful! I was amazed by her coaching business, which is empowering her clients to be authentic. She also excels in the area of personal safety with regards to life after COVID. I had never heard of this before, which makes Dee truly unique. She also does skills coaching and helps her clients alleviate self-sabotage. If you are looking for someone who will help you on the journey to being your best self, please contact Dee
David Oleary, How Money Works, Plano, TX
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Dee has an amazing energy that is infectious and brightens the day of anyone she meets. I can see why any of her clients love working with her. I highly recommend.
Mone Cooper, NYS Independent Insurance Agent, Rochester, NY
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An amazing coach with a great attitude. A pleasure to speak with
Karen Scott, Living Your Life Purposefully, with Coach K, Somerville, NJ
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I had an amazing conversation with Dee! She is very passionate about making you feel safe, physically and mentally; professionally and personally! If you are ready to ignite the Fire Within, then Dee is the coach for you!
Eric Bauberger, EZENFLOW, Pine Hill, NJ
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Dee is on fire! She is so passionate and equipped to serve those ready to move beyond the corporate world of limitation. If you're ready to heal from burnout and begin cultivating a meaningful professional future, Dee will light the way!
Vera Rutherford, Visions by Vera LLC, New Salisbury, IN
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Dee's easy going personality enhances her gifts and makes working with her easy and enjoyable!
Ann Fogolin, Master Certified Coach
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Cathy’s ability to connect with people is extraordinary. Her genuine desire to support people in their growth and development is evident in everything she says and does. Her passion to positively impact the lives of others is undeniable.
Greg Hammerstein, Director, Fleet Support
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Cathy and I worked together for numerous years in a role where she served as a Human Resources partner. In her capacity, Cathy guided our leadership team and a large staff through a wide range of employment and employee matters. She was exceptional at addressing and resolving issues of all complexities. Beyond her capabilities in handling routine matters, Cathy's true value was in her ability to guide and coach our team in making difficult decisions. Her innate ability to recognize, organize, interpret, and prioritize variables in complex situations enabled her to effectively coach our team towards sound decision-making. Cathy's influence was pivotal in our success as individuals and as an organization.
Theresa Gallion, External Counsel
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It has been a pleasure working with Cathy in her role where she contributed her expertise and judgment in handling litigation and various employment challenges. She made my role significantly easier, and I am grateful for the opportunity to have worked with her. I look forward to the possibility of collaborating with Cathy again in the future.
Steven Yoho, Chancellor
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As Chancellor and CEO, I had the opportunity to observe Cathy's work indirectly. Her commitment, especially in challenging situations, to advise and coach others towards positive outcomes was a notable strength. Her efforts positively impacted our faculty, staff, and the University as a whole.
Mirella Ang De Jonge
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I'm not usually lost for words but I find it challenging to summarize the impact Janice had on me during our opportunities to work together. If I had to sum her up briefly, I would say she's patient, kind, and truly impressive. If you get the chance to work with her, don't miss it! She has astute business intelligence coupled with a social intelligence that allows her to connect with people across roles and identities. She sees things so clearly from a macro perspective and is skilled at sharing her vision with teams, yet she can also deftly zoom into whatever micro is necessary and appropriate. And she always makes time for questions. I can't overstate enough the respect that I have for Janice's leadership insight and wisdom. I felt that every exchange we had improved me professionally and as a person. I trust her judgement completely because she remains open to critique. In my experience, any such critique serves to highlight her measured and strategic approach to decision-making. I am beyond grateful for the standard she sets.
Carrie J. McIndoe
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Janice is exceptionally hard working and has a real passion for what she does. She and her partners have developed great tools for measuring metrics of success. I strongly recommend her.
Mary Elysee (Mae) Lorenzo
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Janice is the most inspiring model of leader and mentor. She is not only highly tactical, strategic, and thoughtful in her approach in order to drive success, but she leads with heart and compassion. As a result, she not only expands the efforts and goals of the brand or company she is working for, but she empowers those under her direction by challenging them to think bigger and better, and elevate them to the next level of their own career-thinking. This is the kind of leader you want on your team: Janice leads so that others become leaders. She invests that time and energy, even within her own busy schedule, to achieve that. (This kind of leadership is priceless and stacks on exponential growth.) Janice is also highly capable in collaboration and networking, so that even if your current team does not have resources to knock out a project, she has quality, proven relationships and connections to push the momentum forward. Janice has a diverse and wide breadth of knowledge to share and is overall trustworthy, reliable, and kind. Whether as a consultant to build foundational processes or a leader to guide initiatives, Janice is a highly valuable asset to any team or project!
Thomas Dodge
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Janice is fully committed to pushing humanity forward wherever she aligns. Her leadership style fosters growth by inspiring a great balance between creativity and execution. Collaborating with Janice will be an extremely pleasant and productive process that will end up growing your cause.
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