He loved Vision Coaching so much, he bought (half) the company
- Michelle Stoddart
- 2 days ago
- 3 min read
Entrepreneur Peter Stoddart becomes co-owner of executive coaching firm
SAINT JOHN, N.B. – When Peter Stoddart first discovered leadership coaching, he didn’t expect it to change his life or his career. But it quickly changed how he led – and what he did next. He loved Vision Coaching so much, he bought (half) the company.
Dave Veale, Vision Coaching founder and CEO, announced today that well-known Saint John entrepreneur Peter Stoddart, who joined the firm as Chief Operating Officer in 2023, has become co-owner.
“Pete’s story captures what coaching is all about – transformation,” says Veale. “He first came to Vision Coaching as a client, then became a coach, and eventually joined Vision to help us strengthen our systems and support our growing team. Now, as co-owner, he’s helping shape the company’s next chapter.”
The two met years ago in Saint John’s tight-knit business community. Veale had built Vision Coaching into one of Canada’s leading executive coaching firms. Stoddart, a long-time restaurateur, had sold his interests in the Saint John Ale House Group and was charting his next move.
A few conversations – and some powerful coaching sessions – changed everything. Stoddart soon enrolled at Royal Roads University, earned his executive coaching certification, and launched his own coaching practice.
By 2023, he was working alongside Veale at Vision Coaching, bringing his two decades of business and operational experience to his role as COO. The partnership clicked. Veale focused on relationships, growth and vision, while Stoddart strengthened the company’s operational backbone – introducing new systems, refining coach onboarding, and helping scale Vision’s signature Using the Coach Approach™ leadership program.
“It’s like that old commercial,” Stoddart says. “I liked the product so much, I bought the company.”
Now, as co-owner, Stoddart says his goal is simple: to help Vision continue doing what it does best – deliver exceptional coaching that transforms leaders and organizations.
“What makes Vision special is its people,” he says. “It’s a community of coaches who care deeply about helping others succeed – and clients who are genuinely committed to their own growth. That combination is powerful. I’m proud to be part of building on that.”
Veale says the partnership reflects trust, timing and shared purpose.
“After more than 20 years, I knew the next chapter of Vision had to be about shared leadership,” he says. “Pete brings the entrepreneurial mindset, operational strength and deep alignment with our values that any founder hopes to find in a partner.”
Founded in 2005, Vision Coaching supports leaders and organizations across Canada and beyond through one-to-one executive coaching, high-performance team coaching and its proprietary coaching skills program for leaders, Using the Coach Approach™.
“We’re not in this to build an empire,” says Veale. “We’re here to do meaningful work with people who want to lead better, live better and make the spaces around them stronger. Having Pete as a full partner helps ensure we can keep doing that – and doing it well – for years to come.”
Media contact:
Dave Stonehouse, Vision Coaching Inc.