A little about Coach John Nieuwenburg


You’re here because you probably want to know a bit about ME and what it might be like to work with me.

First off, I don’t really like to talk about myself.

Your investment in coaching is so that we can focus on YOU.

I won’t spend our time talking about myself. That is the first thing I believe about coaching

Business Coach John Nieuwenburg


I won’t tell you what you “should” do.

It’s your business and you get to decide what to do. I’ll provide feedback, perspective and ask questions to help you explore your options. I follow the “Socratic method” of teaching – asking instead of telling. The principle underlying the Socratic Method is that people learn through the use of critical thinking, reasoning, and logic, finding holes in their own theories and then patching them up. My role as a coach is to help you figure out the answer that is right for YOU. Since it is your answer and not mine you are much more likely to embrace and act on those ideas.  And when you do, you’ll get results!



Investment presumes that there will be a return. Otherwise, it’s just an expense. There are coaches that charge $30,000 or even $100,000 for a year of coaching. I don’t believe you need to pay 30 grand in order to get started with coaching. If we are a good fit we will find a program at an investment level that is right for you. Coaching will pay off over the long term. Assuming we are a good fit, my guarantee is that after 17 weeks of coaching, you will have paid for your investment with new business.


I won’t work with anyone who isn’t actively working on their business and therefore getting a return on their coaching investment. It’s a waste of time and money for both of us. I’m just as invested in the relationship as you are. My reputation is based on happy clients and positive results. Poor results represent a significant risk to my brand. That means if coaching is going to work, we BOTH have to work! After all, when my reputation grows it is because there are satisfied clients who have enjoyed results!

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This is the primary difference between coaching and consulting. Consultants provide solutions based on their expertise, often leaving their clients reliant on them. (Here’s a fish.) As your coach, I will teach you what you need to know so that you will know what to do the next time. (Here’s how you fish.)

“Give a man a fish and you feed him for a day; teach a man to fish and you feed him for a lifetime.” The origin of this quote is debatable.  Many people think it comes from the Bible, others say it is a Chinese proverb. Brainy Quotes attributes the quote to the Jewish cleric Maimonides


Many of my clients struggle in business because they associate sales with “Herb Tarlick” or the pushy used car dealer. The truth is, we are all sales people. (Ever try to get a 3 year old to do anything? Or ask someone out on a date? That’s sales!)

I’ve been studying selling as an art since the ‘70s – and I’ve learned that you can use the exact same techniques to be either manipulative or helpful. It all depends on who you intend to serve: yourself or your client.

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Professionals in every field have a code of conduct.  Here is mine:



Unfortunately, the coaching industry is unregulated and these days “everyone is a coach.”

Although I was trained and certified by an international certification body, I don’t believe that certification is the best way to determine the quality of a coach. Results are.

I’ve worked with more than 200 clients over the past 13 years. Many of their stories appear on my testimonials page and on my LinkedIn profile. I invite you to call any one of them and ask about their experiences.


In about 2004 just after I started my coaching practice, I had an epiphany. I was born to coach. I've been coaching all my life. Until that moment I hadn't been able to label it. Now I had crystal clear insight. I now understood what Steve Jobs meant in this quote: That only after you're there, can you then connect the dots. “You can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever."

As the oldest of 8 children, I used to ride my bicycle to the library every 2 weeks to get books for my siblings. I would carefully select 3 books for each of my brothers and sisters based on their age and interests.

Before I started my own business as a coach/retail consultant in 1997, I held executive positions with Tip Top Tailors and BC Liquor Stores.

My titles read Area Director and General Manager – yet much of my work boiled down to business coaching. I worked with individual store managers to help improve business performance. Although each store operated under the umbrella of a larger organization, they were in actual fact individual small businesses. A good store manager would act as the “owner” of that store and take responsibility for their results.




Yes!  (And after working with me, you will too. I believe in putting your business on life support…because if your business isn’t supporting your life, what is it supporting?)

When I’m not coaching, I enjoy:

  • Drinking wine (you’ll have to ask me about this one!)
  • Golfing, skiing and running
  • Hanging out with my fiancée, Jennifer
  • Reading (I’ve read over 500 books!)

I also love to travel. Here’s a fun slide show I put together that combines my travel adventures with Dr. Seuss.


One of my clients advised me to tell you that I’m not nearly as cranky as I might sound on this About page…

I’m actually very approachable, easy to talk to and enjoyable to work with.

Find out for yourself! If you think we’re a good fit, call me at 604.687.5542 and we can determine if coaching with me is right for you.

And in case you are wondering if it’s a good idea to connect with me, consider another quote from Maimonides. “The risk of a wrong decision is preferable to the terror of indecision.”

Recent Testimonials

Moshe Ben-Shlomo

I was not looking for a business coach, I just happened to hear about you from a person that I was in contact with.  I sent you a quick mail; in retrospect, it was one of the best emails I have ever sent; it was a very short and simple email that led to a…

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Elinor Warkentin

  I’ve worked with John several times. He helped me take my business to the next level when I was doing well with clients but new to the world of small business. He introduced me to basic business concepts which he knew exceptionally well and gave me well-organized systems and tools for analyzing, tracking and…

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Allison Cousins Marketing Consultant & Creative Director

“I highly recommend John Nieuwenburg and W5 Coaching. He’s a special kind of business coach. One who delivers the hard and fast goods (systems, business analysis, team development, sales strategies, etc.) and cares deeply for the business owner. In my first month working with John, I saw a 730% return on my coaching investment. Year…

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Mary Lee Newnham

Was just thinking about you today as I finished my bank rec, also getting my accountant to come in today to do my year end stuff – the first year I have done it before June!!!! I have a new great bookkeeper – comes in twice a week to do more of the things that…

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Chris McBurney

We enjoyed working with John, he made us think about things we hadn’t previously and helped us make things happen in our business that should have happened long before. His knowledge of many types of businesses was a big asset to us. He is a great guy and easy to work with. We would recommend…

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Dr. Jessica Chang: Avenue Eyecare

“Being a new business owner in the healthcare industry, John was very helpful in getting my business partner and I focused on building our clinic up one step at a time. He shared a lot of great tools and books that have given us a foundation to build on over the years to come. Thank…

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Fred Lyhne: Simalex

Fred Lyhne Simalex Die Casting Simalex, a good old fashioned manufacturing company, had decent cash flow and customers with brand names. The company had been mismanaged for a number of years and was in rough shape when Fred Lyhne Jr. took over as CEO. Fred was essentially taking over a start up. Fred is extremely capable…

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Jason Winters, PhD Therapist

“When I first began working with John, I was just starting my practice. I had no business education or training, and was doing my best to learn on my own. It became very clear that I needed help and through a stroke of luck, I connected with John. We worked together for 4 months. In…

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Marc-Antoine Cuerrier

I have had the pleasure to have John as a business coach during the start up phase of my Construction Staffing Agency. During the months we have worked together, John has helped our company’s directors structure a business that allows us to track marketing efforts, augment our lead generation and boost our client conversion rate. I…

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Quentin Miller

  John is one of my all time great mentors in life. I can highly recommend his services to anyone with a keen desire to learn, improve, and grow. He remains both a true friend and a trusted advisor. Quentin Miller Co-Founder of VeriClock Time Tracking and President of Vanguard Painting Ltd. Get our blog…

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Recent Blog Posts

Is NOW the right time to hire a business coach?

When business is down, it might seem inappropriate to consider increasing expenditures by hiring a coach. Here are 3 ways to tell if you truly need a coach.

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Crisis Survival Guide

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Invitation: join our peer group resource centre

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Leading through a crisis: shifting your mindset

My clients are asking me what they should be doing to minimize the impact of this pandemic on their businesses and I suspect that you’re wondering as well. I provided 5 specific steps here: doing business in a pandemic, what to focus on However, I think that the most important thing we can do right…

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Doing business in a pandemic: 5 things you should be focusing on right now

“May you live in interesting times” is an English expression which purports to be a translation of a traditional Chinese curse. While seemingly a blessing, the expression is normally used ironically; life is better in “uninteresting times” of peace and tranquility than in “interesting” ones, which are usually times of trouble. (wikipedia reference) These most…

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How to know if you have a time management problem

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9 Reasons You Should Join a Mastermind Group

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3 IDEAS FROM James Clear

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5 Ways To Make Your Business More Valuable

The purpose of owning and operating a business extends beyond making as much money as quickly as possible. Value across the long haul matters just as much as short-term profit. The question is how to enhance the value of your business without significant risk or an egregiously large investment. Let’s take a look at five…

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How to Scale Up Your Service Business

How to Scale Up Your Service Business Increase the value of your company by training others in your area of expertise. It can be tough to grow a service business. Clients are typically buying your expertise, and if all you have to sell is time, the size of your business will always be limited by the…

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