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Leadership Facilitator & Executive Coach

Salma El Shurafa

Over nearly two decades of experience in personal development, transformational work, Human Resources, and entrepreneurship, Salma has established a solid track record of helping people change their mindset in order to positively affect change in their professional and personal lives.

She has coached and trained thousands of individuals, C-suite executives, teams, and groups across the Middle East, Asia and Europe. She worked with Fortune 500 companies, government agencies, and leading organisations in a wide range of industries to help cultivate personal growth and leadership, as well as facilitate and implement organisation-wide cultural shifts.

She designs and delivers tailor-made programs and interventions to develop and support leaders in channelling their energy towards creating transformational change on an individual and collective level.

As a faculty member at the Co-Active Training Institute, she continuously trains and supervises future generations of coaches. She is a Professional Certified Coach from the International Coach Federation and a Certified Professional Co-Active Coach from the Co-Active Training Institute, and she continuously builds on her experiences and broadening her horizons.

Salma’s mission is to help people gain the insight and understanding to be able to look within themselves, discover their hidden potential, and develop the confidence, strength, and knowledge to grow into the best version of themselves. She empowers individuals to take charge of their life, cultivate a courageous mindset, and act with intention to move purposefully toward their aspirations and gain insight and inspiration to make a real, long-term transformation in their organisation, their community, and their life.

Salma believes that the way to reach further is not by reaching out, but by reaching in — and then going inside out. She’s dedicated to guiding individuals toward the answers that lie within, and inspiring them to walk along the path of aliveness.


Salma is a Professional Certified Coach (PCC) by the International Coach Federation (ICF) and a
Certified Professional Co-active Coach (CPCC) from the prestigious industry leader, Coaching
Training Institute (CTI). Additionally, she is a Faculty Member at The Coaches Training Institute,
introducing and training individuals to the art of CTI’s coach training curriculum.

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