Training · Coaching · Retreats

Twenty-five years of leading teams through change. Now it's your time.

Northern Torch inspires small and mid-sized organizations to move through conflict, transition, and growth — through hands-on training, coaching, and retreats built around how people actually change.

Transitioning behavior
for lasting results.
Work spanning

Three decades of programs across very different spaces.

The same core belief drives it all: strong, inspired teams get results. Financial health isn't the goal we chase directly — it's the byproduct of good teams and the systems that support them.

Salons & Spas

Matthew's own leadership story began here.

Healthcare Practices

Chiropractic and wellness teams building stronger patient care.

Nonprofits & Foundations

Boards and staff teams doing mission-driven work.

Arts & Performance

Companies and schools balancing craft with logistics.

Corporate Teams

Small and mid-sized businesses in growth or transition.

Team training session
Team building activity
Matthew Fairfax facilitating a training
How Northern Torch works

The three stages of Real Change — we help you design them.

01

Where you are

Listening, diagnostics, and communication-style assessment to understand what's actually going on beneath the surface.

02

The shift

Training, facilitation, coaching, and retreats designed around your team's real dynamics — not a generic workshop.

03

New beginning

Systems and habits that make the change stick, long after the session ends.

Retreats

Watch what happens when you get your team out of the office.

A one or two night retreat does what a conference room can't. Distance from daily distractions and room to talk without a clock creates real camaraderie — and the kind of honest conversation that leads to lasting change.

See retreat formats
Retreat at a lakeside cabin

Matthew's engaging, humor-filled style inspires audiences of every size — training that people actually enjoy showing up for.

Flagship training

It's All About Style

A focused communication-styles training that gives your team a shared language for how they work — and a practical way to reduce conflict before it starts. Comes with an individual online assessment.

Your style, in plain language

Each participant completes a short online assessment before the session, then unpacks their results together — building real, working knowledge of how the team communicates under pressure.

Preview the assessment
Matthew FairfaxMATTHEW FAIRFAX
Founder & Lead Consultant

I've built teams from the salon chair to the boardroom — and helped them survive the hard parts.

UW Executive Development Program

25+ years in HR, salon leadership & national training

Co-Founder & Board Chair, Justice & Soul Foundation

Former Board Chair — Dale Turner Family YMCA, Center for Human Services & Point Edwards HOA

My career started in banking and finance, then moved into corporate Human Resources and organizational development — the training ground for almost everything I do today. I've always built long-lasting, supportive relationships that span every area of my life, and I stay connected with colleagues from throughout my career, long after the working relationship itself has ended. In 1999, that path took an entrepreneurial turn: I purchased James Alan Salon & Spa in Shoreline, Washington, and spent the next two and a half decades growing it into a business with more than 30 team members — twice named Washington CEO Magazine's "Best Small Company to Work For," in 2003 and 2005. Along the way, I completed the University of Washington's Executive Development Program and learned what actually moves a team: not policy, but people who feel heard, led, and given room to grow.

Volunteer leadership has run through my whole adult life — starting as Co-Chair of the Freedom Day Committee in the late 1980s, and later as board chair for the Center for Human Services, the Dale Turner Family YMCA, and the Point Edwards HOA. In 2009, a conversation with a longtime salon client opened my eyes to the realities of sex trafficking, and alongside my colleague Lauren Ebright, I co-founded the Justice and Soul Foundation. In 2013, I sold nearly everything I owned and moved to Phnom Penh, Cambodia, to help build a Western-style salon and cosmetology academy for trafficking survivors and at-risk youth — a two-year program that pays students a livable wage while they train, and has since sent graduates into salons across Cambodia and into instructor roles of their own.

I still chair the board of Justice and Soul today, and I've spent years as a national trainer and speaker — including work alongside Context International on personal and professional development seminars, and workshops helping gap-year students find clarity about their next steps. That range — leading teams from Seattle to Phnom Penh, and working with everyone from high school and college students to executive boardrooms — shapes how I approach every engagement, with an eye for systems, and a bias toward people.

Today, I continue to oversee James Alan Salon & Spa but put much of my time and energy into Northern Torch: training, consulting, coaching, and retreats for organizations of every size, from the team of six to the multi-location operation figuring out what comes after its founder. I also remain closely involved with Justice and Soul, both locally and in Cambodia, continuing to support and grow its mission.

Since 1999

Leading James Alan Salon & Spa

Since 2009

Co-Founder & Chair, Justice & Soul Foundation

Since 2014

Dozens of survivors & at-risk youth trained through JSF's Cambodia academy — and now in the Seattle area

The loyalty factor

Teams that feel heard don't leave. That's not a theory — it's the track record.

15 yrs

Average team tenure

3

Team members who've been there since day one

8

In the "20-year club" — more than two decades on the team

"Everything can be taken away from a man but one thing: the last of the human freedoms—to choose one's attitude in any given set of circumstances, to choose one's own way." — Viktor Frankl, a touchstone for how I approach change work
James Alan Salon & Spa team
Matthew speaking at a Justice and Soul conference
Matthew presenting at a Justice and Soul event

Working alongside Matthew

Northern Torch also draws on trusted collaborators — including trainers with decades in retail and team leadership — brought in for programs where an additional facilitator or perspective adds real value.

Programs

Built around how your team actually works — not a stock curriculum.

From a single half-day session to a full retreat, every program starts with your specific team, then draws from three decades of tools built and tested in the field.

Communication styles / values workshop
Leadership training session
Team notes session, product training
01 · Flagship

Communication Styles

"It's All About Style" — our signature four-hour training, paired with an individual online assessment.

02 · Book Matthew

Keynote Speaking

Conference keynotes and event talks on communication, change, and building teams that last — drawn from 25+ years leading organizations and speaking internationally.

03

Leadership Development

Practical leadership skills for new and seasoned managers, grounded in real team scenarios.

04

Conflict Resolution

Frameworks for naming and resolving conflict before it becomes culture.

05

Change & Transition

Helping teams move through endings, uncertainty, and new beginnings — without losing momentum.

06

Team Building & Facilitation

Meeting design and team-building work that produces real decisions, not just goodwill.

07

Executive & Team Coaching

Ongoing 1:1 or small-group coaching for leaders navigating growth, transition, or succession.

08

Understanding the Numbers

Small business owners are often visionaries and craftspeople first — finance can feel like a foreign language. We take the mystery out of the reports and show you what actually matters to your business's financial health.

09

Individual Coaching

For leaders and professionals ready to take their growth further — sharpening communication, naming what's in your way, and planning your next move.

Keynote & Conference Speaking

Looking for a speaker who's actually done the work?

Matthew has spoken at conferences across the U.S. and internationally — including the Strategies TBP 2022 conference and the Freedom Business Alliance conference in Bangkok — on communication, organizational change, what it actually takes to build teams that stay, and making a difference in the world. Talks are tailored to your audience, from a 20-minute keynote to a half-day workshop session.

Inquire about speaking
Matthew Fairfax speaking at a conference
Retreats

Retreat magic, without the buzzword.

One or two nights away does what a conference room can't. Distance from daily distractions and room to talk without a clock creates real camaraderie — and solutions that don't come from force or a facilitator's agenda, but from the team itself.

Teams leave with a renewed sense of focus and shared commitment to where they're headed next.

Retreat at a lakeside cabin
Half-day

Focused session, in your space

Full-day

Deeper facilitated work (either onsite or offsite)

Retreat

Multiple days, overnight, and offsite

"Strong, inspired teams get results. Financial health isn't the goal we chase directly — it's the byproduct of good teams and the systems that support them."
Next step

Tell us what your team is working through — we'll build the program around it.

Design a program for your team
Get in touch

Let's talk about what your team needs.

Whether it's a single training, an ongoing coaching relationship, or a retreat — tell us where things stand, and we'll figure out the right starting point together.

Mail5016 California Ave N, Ste 504
Seattle, WA 98136
ContactUse the form — that's the fastest way to reach us.

The four Communication Styles quadrants: Director, Promoter, Planner, Connector

Every participant's results land in one of four styles — Director, Promoter, Planner, or Connector — giving your team a shared, plain-language way to talk about how they work.