I am Craig Aarons-Martin
For over 20 years, I worked inside schools and systems as a teacher, principal, and superintendent-level executive. I know what it feels like to inherit a culture that isn't working, to lead through resistance, and to build something worth staying for.
That lived experience is what I bring to every coaching engagement.
I work with education leaders and mission-driven organizations who are done waiting for permission to do this differently — and I help them close the gap between what they say they value and what actually shows up in their culture.
People who know my work say I do a few things really well:
→ I bring people together around what's possible — especially for those most often overlooked
→ I create spaces where leaders feel safe enough to be honest and brave enough to change
→ I help teams move from stuck to breakthrough through strategy, data, and human-centered practice
→ I ignite audiences — and I lead with both head and heart
The Work Produces Results That Speak for Themselves
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320% improvement in state accountability
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64% increase in workforce diversity
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80% reduction in disciplinary incidents
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67% improvement in staff retention
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30+ organizations served nationally
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98% of clients said the sessions were valuable
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91% rated them very or extremely actionable
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98% rated it very or extremely engaging
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93% rated it very or extremely interactive
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93% said they were very or extremely likely to attend a future session
Past and current partners include: Danielson Group, ASCD + ISTE, Savvas Learning, Abt Global, Springpoint, He Is Me Institute, DeKalb County Public Schools, Urban League of Eastern Massachusetts, Boston Public Schools, KIPP Boston, Dover-Sherborn Public Schools, Attleboro Public Schools, Cambridge Public Schools, Nashoba Public Schools, and more.
What colleagues and partners who know Craig's work say:
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"You are a compelling convener for teams that are stuck and need a breakthrough."
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"You see people and lead people."
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"You are fearless on behalf of those without a voice."
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"I would hire you in a heartbeat — you are extremely adept at strategic planning."
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"You create spaces where people feel safe to share honestly."
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"You bring people together around what is possible for kids."
How We Approach Coaching
Our coaching partnerships are guided by the G.U.M.B.O.™ coaching methodology — a brave, rooted, human approach that helps leaders and organizations move from surface-level fixes to sustainable, identity-affirming transformation.
Like the dish itself — great leadership is built by layering the right ingredients, in the right sequence, with the right heat. You can't rush it. You can't skip steps. And when it comes together — it's something nobody forgets.
We work through five moves:
→ Gather the Stories — What are people actually experiencing?
→ Uncover the Norms — What behaviors are shaping decisions beneath the surface?
→ Map the Misalignments — Where do values and actions not match?
→ Build the Blueprint — What are we building instead?
→ Operate in Alignment — How do we sustain it in daily practice?
This approach helps leaders listen before fixing, name patterns without blame, and build coaching systems that actually hold.
Alongside G.U.M.B.O.™, our B.R.A.V.E. belonging model gives teams a repeatable, identity-affirming system for building cultures where every person — especially those most often overlooked — is seen, valued, and positioned to thrive.
Download the Free G.U.M.B.O Framework Worksheet Now
Individual Leadership Coaching
For the leader or education professional ready to do this work one-on-one.
Using the G.U.M.B.O.™ coaching methodology, Craig will meet you where you are — and move you toward where your community needs you to be. This is not surface-level advice. This is real coaching that honors who you are and what you carry.
In a Brave, Rooted, Human coaching session, you will:
→ Name the truth of where you are — without judgment
→ Understand what's underneath the tension or challenge you're carrying
→ Clarify what needs to shift in you — and what your next brave move is
→ Leave with aligned action steps you can implement immediately
Most leaders leave saying:
"I finally feel clear. I know what matters. I know what's next."
Single sessions available. Monthly and quarterly packages for sustained transformation.
Book a CallHear From One Of Our Partners
“Craig created an energetic, but safe environment and was knowledgeable regarding the specific needs of the LGBTQ+ community in schools.”
— Janet, High School Teacher, Nashoba Public Schools
As a principal, I've found Craig's mentorship invaluable. His insights into school culture have helped me create a more inclusive and dynamic learning environment that truly celebrates every student's identity and potential.
-Miguel Torres, Middle School Principal
“I appreciate your style as a ‘warm demander’—you are able to move things along while at the same time make sure the point is understood and felt. Your facilitation was excellent… I would be happy to be a reference for any other district or organization considering working with you.”
— Denny Conklin, Assistant Superintendent, Dover-Sherborn Public Schools
Ready to Close the Gap?
If you are a school leader, district leader, or nonprofit executive who is done waiting for permission to lead differently, I would love to talk.
A free 30-minute discovery call is where it starts. You bring where you are. I bring an honest perspective on whether and how I can help. If we're aligned, we'll talk about next steps. If we're not — I'll point you somewhere that is.
