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About
Svetlana Gaidukova is an INSEAD-certified business executive coach and Lumina practitioner, former pro athlete, and FinTech CEO with over 20 years of leadership and coaching experience. Her Grit & Grace coaching method combines sharp questions with deep empathy helping leaders to uncover blind spots, shift habits, and regain momentum.
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Grit&Grace Method
Grit
Trained as a professional athlete, I learned to perform under pressure and bounce back fast. I now use the same grit to help leaders build into their own leadership.
Mind
Years of leading turnarounds taught me how strategy meets reality, and I bring that lens to help leaders make decisions that move the business forward.
Empathy
Having turned to coaching myself during a career crisis, I know what it takes to face blind spots, and I create that same safe, no-nonsense space for my clients.
Client Testimonials
“I stepped into my first CEO role excited but overwhelmed. Every decision felt like a test, and I second-guessed myself constantly. Through executive coaching services and sharp coaching skills, Svetlana helped me separate noise from signal, focus on the decision-making only I could own, and rebuild confidence. After a few one-on-one sessions, my board now calls me a ‘decisive leader’ — the opposite of where I started.”
“Our scale-up had doubled headcount in two years, but our culture was breaking apart. Teams operated in silos, and collaboration collapsed. Svetlana’s team coaching and professional coaching mapped the dynamics, aligned organisational goals, and re-engaged participants across functions. Within six months, engagement scores climbed 20 points and execution felt seamless again.”
“As a senior VP, I thought my problem was time management. Svetlana’s leadership coaching surfaced the real personal challenge — avoiding tough conversations with peers. With the right coach and direct guidance, I stopped hiding behind schedules, gained self-awareness, and led with clarity. Result: fewer crises, better relationships, and a reputation for straight talk.”
“We prided ourselves on being innovative, yet the pipeline of new ideas dried up. Svetlana coached our team leaders to balance accountability with psychological safety — a blend of performance coaching and leadership coaching that expanded our skill sets and reignited talent. Ideas started flowing, and innovation is back at the center of our growth story.”
“After a merger, I felt lost in the new culture and was close to resigning. Working with Svetlana, I built personal and professional development habits, found new ways to operate without losing myself, and learned to navigate complexity. Instead of quitting, I was promoted — and now lead one of the company’s most critical business units with renewed success and positive impact.”
News & Insights
Latest perspectives on leadership, culture, and high‑performance teams.
Frequently Asked Questions
From services and approach to credentials and coaching fit – explore the most asked questions on FAQ Page, or turn to my Coach Concierge for clarity on your specific enquiry.
How do I know if coaching is the right step for me right now?
If you’re facing a decision, transition, or repeating frustration you can’t untangle alone, coaching is likely the right step. The chemistry call helps test that fit before you commit.
What kinds of challenges do organizations usually bring you in for?
Typical cases include stalled growth after fast scaling, culture misalignment post-merger, unclear ownership in P&Ls, or leadership teams struggling to make decisions together.
What happens during the 20-minute chemistry call?
We explore your motivation and the challenge you’re bringing. You’ll get a feel for my style, and I’ll check if coaching is the right fit for you at this moment.
What credentials and certifications does Svetlana Gaidukova hold?
- INSEAD Executive Coaching Certificate, ICF-accredited (2025)
- Accredited Lumina Spark Practitioner (2025)
- Non-Directive Leadership Certification, Coaching Institute (2020)
- Flexible Leadership Certification, Coaching Institute (2017)
- BSc in Economics & Business Administration, Stockholm School of Economics in Riga (2009)
These credentials reflect a results‑focused coaching style grounded in business experience and real‑world practice.
What topics do you usually speak on?
I speak on leadership blind spots, “violent politeness” in teams, executive isolation, and the coaching tools that help leaders and organizations break through hidden barriers.
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