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 used 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 - Founder & Fractional CCSO

Phabien is a dedicated business wellness strategist and Fractional CCSO (Chief Culture & Strategy Officer) 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 existential crisis, 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 into the dept of his soul and into practices like meditation, mindfulness, 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.

Anik Malenfant - Executive Consultant and Fractional COO

Empowering organizations to optimize structure, enhance team synergy, and drive operational excellence—without losing their values or their people.

Anik is an executive consultant and strategic facilitator with over 25 years of experience in business development, leadership training, and organizational operations. She specializes in delivering practical training programs that help businesses untangle complexity, strengthen team dynamics, and build systems that align day-to-day operations with mission and values. She helps leadership teams improve clarity, structure, and performance strategies before disruption hits the bottom line.

  • Anik’s career began in high-stakes corporate finance, where she rose quickly to leadership during periods of regulatory and market turbulence, including the dot-com crash and the MBS fallout. By age 30, she became one of the youngest Alternate Branch Managers of a multi-million-dollar firm. Over the course of her career, she successfully led operational transitions of multiple 8-figure portfolios. Her expertise in workflow improvement and client retention consistently delivered measurable results, such as 95%+ retention, and optimized portfolio administration management for scalability and growth-readiness. Her ability to design and implement Standard Operating Procedures (SOPs), streamline internal systems, and strengthen team alignment has made her a sought-after facilitator for businesses navigating growth, succession, and change.

    In today’s landscape, reshaped by AI, shifting consumer behavior, and evolving social values, organizations are being challenged to reimagine how they thrive. Anik’s training programs address the critical need for adaptability and alignment, focusing on:

    • Leadership Development: Equipping leaders with frameworks that connect vision to execution.

    • Operational Efficiency: Streamlining workflows to reduce costs and support scale.

    • Team Communication & Productivity: Building collaborative systems that increase cohesion and execution.

    • Succession & Transition Planning: Helping businesses future-proof operations, increase enterprise value, and navigate leadership transitions with clarity and stability.

    In addition to her extensive business expertise, Anik integrates insights from dozens of certifications in energy psychology, trauma-informed leadership, and emotional intelligence. This blended perspective allows her to uncover and resolve the interpersonal and systemic patterns that undermine execution, engagement, and organizational health.

    At bien Strategy, Anik partners with executives to develop clear playbooks, decision-making frameworks, and collaborative systems that reflect company values and improve performance. Her work closes the gap between strategy and execution—empowering leaders to focus on growth, not firefighting.

Stu Murray - Strategist & Facilitator

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.

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

DON’T TAKE OUR WORD FOR IT

Before working with bien Strategy, our team was already functioning well—but we knew we had the potential to go further. We wanted to strengthen our team dynamics, deepen our connection, and create an environment where everyone could grow—personally and professionally.

The full-day retreat they facilitated was nothing short of transformative. Our team, diverse in comfort levels and personalities, came together in a way we hadn’t experienced before. By the end of the day, every single person walked away with a sense of personal growth and a deeper understanding of themselves and their colleagues.

-Clinique Chiroplus Dieppe Leadership Team

Ready to build a culture people never want to leave?

Meet the team on a free discovery call. No sales pitch—just real talk about your challenges.