He’s helped Ash Barty, Dylan Alcott and the Richmond Tigers rediscover their mojo – and right now, Ben Crowe’s rebooting his own. Here’s how he does it.
It’s an otherwise stunning day in Byron Bay, but things are far from perfect. And, frankly, I don’t need Ben Crowe, Australia’s most in- demand mindset coach, telling me what I should be thinking. I know, I know!. Yesterday, after I was bumped off a flight and spent three grinding hours in an airport queue, Crowe texted to say the airport was a “primary location” for his clients to practise “two of the most powerful questions we can ask ourselves”. Can I do anything about it? If so, take action.
Crowe’s success is partly due to his charisma, communication skills and willingness to be vulnerable himself . But it’s also about his ability to use sport to promote emotional intelligence through the hero-power of his athlete clients.
Schoolmate Peter McCarthy says Whitefriars’ blokey culture would have treated Crowe’s current philosophies with some scepticism. But the seeds for his stellar career were evident, even back then. “Crowey was very good at sport and music, he was very social and he ended up being school captain, so it was always natural that he’d go into a leadership role.”
Looking back, I definitely found love and compassion through my mum, my brothers and sisters, and the idea of treating Dad like an angel and dedicating a part of my life [the helping-people part] to my dad.” At Nike, Crowe started thinking about how to help athletes live better lives. “I’d seen so many athletes go off the rails with really bad advice and not getting perspective on what’s important in life,” he says. After the 1997 Asian financial crisis, Nike transferred its Asia-Pacific executives to American soil. But Grace was pregnant with their first child and Crowe didn’t want to take the family further from Australia.
He gets clients to answer basic questions like “Who am I?“, “What do I want?” and “What kind of human do I want to be?” A loving soulmate, grateful son or mischievous mate? He asks them to tap into their earliest happiest memory, to work out what lights them up, to identify the “not enoughness” stories and to turn them around to self-acceptance and unconditional self-love.
He had breakfast with O’Neal and immediately decided to help her for free. Prior to this, he’d had two big-name mentoring clients: his friend and Hawthorn coach Alastair Clarkson and multiple world-champion surfer Stephanie Gilmore. From left, Crowe with some of those he has mentored: Richmond players Dustin Martin and Trent Cotchin, Ash Barty, and Richmond coach Damien Hardwick.It was via Richmond that Crowe connected with Ash Barty, a Tigers fan herself. She knew Cotchin and asked him about Crowe. Separately, her coach Craig Tyzzer and manager Nikki Mathias also approached him.
But Crowe says you can succeed at elite level and be a more balanced human. “If you assess my work based on the extrinsic level, then I like to think my clients have been successful performers. But that’s not how I see success in my work. It can’t be measured today.
Unscriptd seemed to go well, at first. It raised $10.5 million in private investment from big names: Andre Agassi, who Crowe knew from Nike , his wife Steffi Graf , Stephanie Gilmore , Cathy Freeman and her husband James Murch and former Brisbane Lions great Jonathan Brown . The biggest shareholder, with a $4 million investment, was Unscriptd’s chairman and former IOOF chief executive, Ron Dewhurst.
It’s a tricky and confusing moment because, of course, he’s the one telling us to own our imperfect bits, warts and all. An hour later, at 8pm, he texts, apologising. I’d caught him off-guard and exhausted. “You’re right … I will speak about that chapter.
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