In this edition of Journeys in Coaching: Alumni Stories, we sit down with Christian Madsen, a Transformational Coach, Leadership Development Facilitator and the founder of the Christian Madsen Academy. From the intense discipline of the military, where his interest in coaching first ignited, to the gruelling physical demands of the Marathon des Sables, and finally to the profound impact of executive coaching, Christian shares how he empowers the leaders of the future to discover their own unique ‘leadership brand.’
Whether you’re a seasoned leader or just stepping into a new role, Christian’s story offers valuable wisdom on staying true to yourself and leading with authenticity in today’s complex and ever-changing world.
Christian, How did you first get into coaching?
“Coaching is something I first got into through my military career. I have a long leadership background in the armed services, first in the Army and then as a Naval Officer. We were introduced to coaching around 20 years ago when it was focused on performance or behavioural coaching, and we implemented it into our leadership style to form our teams.
“Later, I really delved deeper into coaching because I had an interest in it as a profession; as a craft. This happened when I started my own company, which relates to the Marathon des Sables. I created a business focused on performance coaching for endurance athletes like triathletes, cyclists, and ultra-runners. At that time, ultra-running wasn’t very well known, and I found it extremely interesting to explore the mental aspects of doing something so extraordinary. That’s when I started building my company, focusing on coaching ordinary people doing extraordinary feats, which was fantastic to be part of. I also incorporated NLP techniques into my coaching, particularly in the initial years, which helped shape my approach to mental training and coaching.”
How did taking part in the Marathon des Sables four times influence your coaching?
“Few experiences test your limits like the Marathon des Sables, and for me, it was a journey of both physical endurance and deep personal reflection. The race is 250 kilometres through the Moroccan Sahara Desert, with temperatures reaching up to 50 degrees. Whilst carrying your own backpack, you run through different stages, including a long stage that can be up to 90 kilometres. Participants come from all over the world, and it’s a massive undertaking—both physically and mentally.
“My first time in 2011 was a learning experience. I trained hard, but nothing could fully prepare me for the desert heat and the mental challenges of being on your feet for so many hours. In 2013, I cramped up badly during the first stage and ended up withdrawing from the race because I became scared that if this was how it felt on day one, how would I ever be able to finish the race? I started doubting myself and lost sight of my motivation. It was a tough decision, but it gave me the opportunity to stay with the camp and see the race from the outside, which was very insightful. I learnt a lot about mental resilience, adaptation, and the importance of preparation.
“When I came back in 2014 and 2015, I was much better prepared. I optimised everything—my backpack, my training, and my mindset. I even got a coach myself to help me mentally prepare for the unexpected. These experiences taught me to enjoy the small things in life, like a cup of coffee or sip of water in the desert, and to be grateful for them. These lessons have greatly influenced my coaching, especially when working with clients who are facing their own ‘deserts’ in life. It’s about helping them unfold their full potential, build mental resilience and adapt to challenges they didn’t plan for.”
What’s the difference between performance coaching and transformative coaching?
“Performance coaching is very much about having a set, time-bound goal—something specific, achievable, and realistic, like SMART goals. It’s about helping people achieve something very clear, like a specific time in a race or a particular performance goal. That’s what I was very much focused on initially, which works well in athletics.
“Transformative coaching, however, is much deeper. It’s about creating awareness of inner beliefs, values, and assumptions, and working on those to create long-lasting change. This was one of the reasons I chose the Animas Diploma in Transformative Coaching. I wanted to be able to help people not just achieve goals but also make lasting changes in their lives. This is especially relevant in my work with leaders in transition, where the focus is on underlying beliefs and values that either support or hinder their leadership. Transformative coaching allows me to help leaders handle transitions more effectively by working on these deeper aspects to help them create self-awareness.”
How was your experience of becoming an Accredited Transformative and Group Coach with Animas?
“My journey with Animas began with the Accredited Diploma in Transformative Coaching, which was a significant turning point for me. I was drawn to the course because it wasn’t just about achieving short-term goals and performance metrics, which was my focus in the early days of my coaching career. The diploma offered a much deeper approach—it focused on creating awareness around inner beliefs, values, and assumptions, and how these can lead to long-lasting change.
“The course itself was very comprehensive, with a high standard of teaching. It’s an ICF, AC and EMCC-accredited program, and what stood out to me was the opportunity to engage with people from all over the world. The diversity of perspectives was incredibly valuable. We worked in triads, practising our coaching skills in a safe environment, which was crucial for my development as a coach.
“After completing the diploma, I wanted to expand my skills further, especially in group coaching, which is a significant part of my work in leadership development. The group coaching certification at Animas provided exactly what I was looking for. It was a shorter course, but it was very impactful. We explored different methods like action learning and balint-style group coaching, and the facilitators were excellent. The course gave me new tools and insights that I now use in my work, particularly in facilitating learning groups at A.P. Moller – Maersk and in my coaching practice.”
How do you apply coaching skills in your role as a Leadership Development Facilitator?
“At Maersk, we have more than 100,000 employees and 10,000 leaders. My role as a Leadership Development Facilitator / Coach involves working with leaders across the organisation in various programs. We use a coaching approach in our facilitation, which means asking more open questions and providing less answers. It’s more about facilitating learning and group coaching, and less about traditional training methods that are more directive.
“We are also building group coaching setups where we apply group coaching to help leaders learn from each other. This is especially useful for leaders in transition—those moving into new leadership roles, which can be as challenging as facing other changes like going through a divorce. Coaching helps our leaders gain self-awareness, identify blind spots, and become more effective in their roles. It’s inspiring work, and it’s great to see people grow and learn from each other through these programs.”
How can someone find their leadership brand?
“Finding your leadership brand is about authenticity and staying true to your core values. When I moved into my first leadership role in the Army as a sergeant, there was a very clear, formal approach to leading—one that was formal and disciplined and didn’t necessarily involve getting to know the people much on a personal level. I could do it, but it didn’t feel very comfortable to me. I realised that one of my core values was being relationship-driven. I wanted to understand the people I was leading, to know who they were as individuals and human beings and how they could contribute to the team.
“This realisation led me to change my approach. I started using humour and created small encounters where we could connect on a more personal level, even in the high-pressure environment of the military. It had a profound impact. The atmosphere was much better, the team performance increased, and even my manager noticed that I was doing things differently—but it was working.
“The key is to find out what’s important to you as a leader—your values, your personality, your beliefs—and to integrate that into how you lead. Leadership is diverse; there’s no one right way to do it. Of course, you’ll learn best practices from mentors and peers, but it’s crucial to blend that advice with your own style. It’s about being authentic and bringing your true self into your role. And remember, you don’t need to have all the answers—it’s okay to ask questions and learn from your team as you go along.”
What are some of the challenges of leadership?
“Leadership is a journey filled with challenges, and one of the first hurdles is self-leadership—managing both yourself, and your time. As a new leader, you’ll often find yourself swamped with meetings, so it’s crucial to prioritise and manage your time effectively. What do you need to spend your time on? What’s important for your role right now? For your team? What could you do, delay, delegate or ditch? Managing yourself also involves gaining self-awareness and understanding your own strengths and blind spots.
“Another important aspect is dealing with ego. When you’ve been a subject matter expert, a specialist, and you step into a leadership role, it can be hard to let go of the need to be the expert. But as a leader, your job is not to have all the answers—it’s to empower your team and help them grow. You need to step back, ask questions, and gradually build your leadership presence. Stay true to who you are as a person, and don’t feel like you need to have all the answers. Leadership is about making your team shine, not yourself.”
What advice would you give to someone considering training with Animas?
“If you’re on the fence about training with Animas, my advice is to reach out and connect with someone who has already done the course. I was inspired by a former manager who had gone through the training years ago, and that recommendation opened my eyes to Animas. It’s important to understand what the course involves and how it can impact your journey. For me, the transformative aspect of coaching with Animas was what made all the difference. It’s about creating long-lasting change, and that’s something I didn’t see in other programs.”
Where can we find you and how can we contact you?
“People can find me through my coaching practice, the Christian Madsen Academy, which I run under the name CM Academy. My website offers a variety of services, including transition coaching, performance coaching, and team building. I also focus on leadership development, particularly for those going through significant transitions.
“I’m always happy to have informal conversations over a cup of coffee, whether it’s to share insights, discuss potential coaching opportunities, or just connect. You can also find me on LinkedIn, where I regularly share thoughts and updates about coaching, leadership, and personal development. I encourage anyone interested to reach out, whether you’re looking for coaching, advice, or just a chat. I’m always open to connecting with new people and sharing what I’ve learned along the way.”
If Christian’s Journey to becoming a Transformative Leadership Coach inspired you, and you’d be interested in learning more about the training on offer at Animas, check out our Accredited Diploma in Transformative Coaching for more information.
