**We Help Leaders Build Cultures Where People and Profits Thrive**

bien Strategy isn’t another HR consultancy. We’re culture disruptors—blending leadership development with team wellness to create workplaces that actually work.

WHY WE EXIST

Most companies treat culture as an afterthought. Leaders burn out. Teams disengage. Turnover drains resources.

We exist to change that.

We bridge the gap between hard business results and human-centered workplaces—because thriving cultures aren’t just "nice to have." They’re your biggest competitive advantage.

OUR STORY

Phabien Doiron founded bien Strategy after living the crisis—and the solution—firsthand.

As a CEO, he saw brilliant leaders burn out and teams disengage—the same cultural drains hurting most companies today. His solution came from an unlikely place: overcoming a huge crisis in his youth followed by a suicide attempt at 18 and recovering from multiple breaking points and burnouts through mindfulness and emotional mastery—skills now uses to continue transforming his HVAC business into an award-winning, people-first culture.

Now, he helps leaders:

Stop survival-mode leadership
Build teams that thrive
Create cultures that scale

"Well-run businesses should energize people, not exhaust them."

— Phabien Doiron

MEET THE TEAM

Phabien Doiron - Business Wellness Strategist

Phabien is a dedicated business wellness strategist whose expertise spans multiple areas to deliver well-rounded support. He assists clients in clarifying core values and defining their mission, developing strategic visions and actionable plans, optimizing time management, and offering holistic wellness practices. With a focus on fostering accountability and responsibility, Phabien is committed to helping individuals and businesses thrive. His approach ensures alignment with purpose, facilitates the achievement of long-term goals, enhances productivity, promotes well-being, and nurtures personal and professional growth.

Phabien Doiron is an entrepreneur who has overcome significant challenges, including a life-altering crisis in his youth, leading him to transform into a leader who values self-mastery, balance, and wellness. At 18, as he explored spiritually, he went through a debilitating psychosis, which led to a suicide attempt. He was tagged with various labels, but this experience marked a turning point, and he began to rebuild himself—both mentally and emotionally, without the use of brain drugs. It wasn’t until 2018, though, that he truly committed to healing his unresolved trauma, diving deep into meditation, mindfulness practices, leadership training, and tools for emotional well-being. Prior to this, he was on a huge roller coaster personally and with business. This first big step led him to become the version of himself that he is today using mindfulness as a strategy. He practices several martial arts and yoga, and values the discipline and balance these activities offer. Health and wellness are central to his life and business, and he loves instigating discussions that explore the future of our world and intriguing theories that challenge our ways and beliefs.
Growing up in a family business, Phabien founded PhD Eco-Air in 2012 at the age of 23. He has curated an adept team and built an industry leader in residential and commercial heating, cooling, and refrigeration, fostering a healthy and thriving workplace culture. As of late he has successfully merged his company with his fathers, has established succession plans for the organization, and has transitioned himself out of business operations so that he can focus on strategic business development. This is when bien Strategy emerged.
Ultimately, Phabien’s journey has led him to a deep commitment to helping others realize their highest potential—whether through business, personal growth, or well-being. He looks forward to working with others to create a healthier, more balanced future together.

Pierre Cormier - Business Wellness Coach

Pierre empowers successful entrepreneurs to cultivate deep balance and mastery over their thoughts and emotions through straightforward, effective energetic practices. With over a decade of experience in the healing arts, Pierre’s methods are rooted in simplicity and practicality, delivering tangible results that clients can feel almost instantly. His journey began at 17 under the guidance of a spiritual teacher and mentor, immersing himself in teachings grounded in ancient wisdom. Over the years, he has refined his approach through extensive work with hundreds of clients, creating processes that resonate with lasting impact.

Pierre Cormier’s commitment to personal development began at around 15 years old. As the youngest of five siblings, he grew up in a highly competitive, sports-driven household, which created a chaotic and high-stress environment. The pressures his parents faced led to frequent conflict at home, and at this young age Pierre realized the profound impact this had on him.
As he matured, Pierre noticed that the education system didn’t equip young people with the tools necessary for a happy, balanced, and successful life. There were no resources to help manage and master emotions and thoughts. Combined with some traumatic experiences, Pierre felt an intense internal pressure from unresolved emotions that continued to accumulate. Everything changed when he hit a major rock bottom. In that pivotal moment, he was introduced to meditation by his second-oldest brother, who had turned to books for tools to manage his own anxiety.
Rather than turning to his usual habits of video games and substance use, Pierre chose to meditate. That single 20-minute session became a transformative experience, opening him to a new world. As the saying goes, “When the student is ready, the teacher appears,” and two years later, he met his first mentor. That summer, his mentor guided him through profound practices and concepts that laid the foundation for his personal growth over the next three years. Over the following eight years, Pierre integrated these teachings, helping others transform their own lives along the way.
This transformation sparked a deep mission in him: to help as many people as possible. Pierre has journeyed from an anxious, depressed teenager to a motivated, self-determined, and inspired action-taker. He knows firsthand the potential within each person to live a life of joy, balance, and success. With the right tools, he believes anyone can create a life of meaning and fulfillment.
Pierre looks forward to connecting with you and supporting your journey toward greater balance and well-being in both life and business.

Stu Murray - Group Facilitator & Strategist

Stu Murray is a testament to the power of self-discovery and personal transformation. Having journeyed from disconnection and uncertainty to a life filled with clarity, purpose, and deep connection, Stu is dedicated to sharing his hard-earned wisdom with individuals seeking the same life-changing shift. He guides them toward emotional mastery, purposeful living, and thriving relationships—all without sacrificing personal well-being. His path of personal growth, self-reflection, and overcoming obstacles fuels his passion for helping others do the same.

An early seed for Stu's work today was planted during his time playing university football. Competing at a high level presented an incredible opportunity, yet it also exposed him to the challenges of a hyper-masculine environment. Within this restrictive dynamic, there was little room for men to express emotions or vulnerability. Stu found himself grappling with the balance between “fitting in” and expressing his authentic self. As someone who feels deeply and values genuine connection, this was a difficult predicament to navigate. Unable to reconcile the gap, he left the team with grief and frustration at the end of his third year. Little did he know, this experience would profoundly shape the spaces he would go on to create for men.
After departing university, Stu embarked on a transformative journey, purchasing a one-way ticket to India in search of new perspectives through the wisdom of Eastern philosophy and the practice of yoga. For the next five years, he embraced a nomadic lifestyle, immersing himself in diverse cultures and gaining insights from firsthand experiences. This chapter expanded his understanding of self, purpose, and interconnectedness in ways that would shape his future path. Then, he began to put down roots.
For eight memorable years, Stu dedicated himself to the field of public education. Driven by a belief that children are society’s greatest hope, he challenged the status quo, pushing boundaries and advocating for innovative approaches to learning. Recognizing the immense potential within each child, he worked to create transformative experiences that nurtured their growth and ignited their passion for knowledge.
As his journey evolved, Stu felt a need to pivot away from public education and pursue a new path. This transition culminated in the publication of his book on experiential, community-based learning—a capstone to his time in the education system. This pivotal experience allowed him to reflect on his past, share his insights, and explore new avenues for personal and professional growth.
Inspired by his own transformation, Stu felt drawn to an entrepreneurial path. Today, he is deeply engaged in creating offerings that empower men to cultivate self-leadership. Through these initiatives, Stu aims to inspire others to challenge conventional norms, embrace their unique strengths, and foster meaningful connections that drive positive change.
Recognizing the significance of safe spaces for men to heal, grow, and transform, Stu cultivates experiences that support emotional, mental, and spiritual well-being. Through facilitating immersive retreats and personalized coaching, he strives to empower men to embrace vulnerability, redefine masculinity, and lead fulfilling lives.
Stu’s life has been a tapestry of experiences, shaping his perspectives and fueling his drive for personal and societal transformation. He is committed to learning, evolving, and making a positive impact in the lives of others. His journey of exploration, growth, and empowerment continues, as he invites others to join him in creating a world that celebrates authenticity, embraces diversity, and fosters genuine connection.

HOW WE’RE DIFFERENT

Leadership-First

Culture starts at the top—we transform executives first.

Data-Meets-Humanity

Metrics reveal gaps; empathy and strategy fix them.

Sustainable Change

We embed practical tools for long-term cultural health.

Wellness = ROI

Healthy teams drive measurable revenue and retention gains.

START WITH A FREE DISCOVERY CALL

WHO WE WORK WITH

We’re the secret weapon for:
✔ CEOs who want to lead differently but don’t know how
✔ HR Leaders tired of band-aid solutions to turnover and burnout
✔ Teams ready to trade dysfunction for trust and energy

Not sure if we’re a fit? Take our 5-minute Culture Quiz

FREE CULTURE QUESTIONNAIRE

DON’T TAKE OUR WORD FOR IT

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Testimonials

"Pierre's powerful presence and big open heart create a safe space where you feel grounded and empowered to grow and transform. Having experienced countless coaching sessions with him, I have been able to apply his incredible wisdom in my life and have seen myself transform into a much better version of myself."

Patrick Cormier
Pierre has helped me find a deep sense of calm and inner-peace. After taking part of his 12-Week program, I am now a completely different person and I am equipped with invaluable tools that help me move through challenges with more ease and grace. Pierre sees the best in everyone he meets and is not afraid of telling you what you need to hear versus what you want to hear."

Taylor Heilman
Pierre is an amazingly gifted individual and he helped me completely transform my life. After working with him, I've quit smoking and drinking and I can honestly say that I love myself now; which I have always had a hard time to do. He has also helped me to permanently get rid of a crippling fear that was preventing me from going out in the world. Thank you!

Lori Welk
"Phabien Doiron is an exceptional business wellness strategist and human in general. He possess a clear vision, highly structured approach, and brings emotional intelligence into his relationships. Phabien leads by example, demonstrating care and attention for others along with a high degree of integrity in living his core values. I wholeheartedly recommend Phabien to anyone seeking guidance and support in their personal and professional growth journey."

Stu Murray, Author, Educator, Guide
"Are you looking for a professional, dedicated business & strategy coach to help you reach your next level of performance & targets? The team at the Emotional Fitness® Academy has worked with Phabien Doiron from bien Strategy for over 4 years and continue to engage him for support periodically. Phabien is a creative, competent, passionate business advisor who puts a great deal of heart and soul in his work. He is an excellent team facilitator providing high value to his clients. Are you looking to effectively manage upcoming struggles and challenges? I would highly recommend Phabien to grow your business operations in a healthy way!”

Darren Duguay, Educator, BSc, BEd, CD1, n.d.
"Phabien's dedicated one-on-one sessions have been instrumental in providing me with the necessary guidance and support for both my personal and professional growth. As an employer, Phabien's exceptional leadership qualities combined with his empathetic counselling approach have significantly impacted my life . His ability to foster an environment of trust and understanding has not only helped me navigate complex professional challenges, but has also provided me with valuable insights for personal development. I am truly grateful for Phabien's mentorship and guidance, and I highly recommend his services to anyone seeking holistic support for personal and professional growth."

Adele Gallant