About me

Three things shaped how I lead and how I show up for my clients: wrestling, whitewater and entrepreneurship. I know uncertainty and self-doubt, and I know what itโ€™s like to watch the bank account dwindle while building something you believe in with everything youโ€™ve got.

Wrestling in college taught me what pushing my limits really means, along with a harder lesson, that effort doesnโ€™t always earn the result you want. When I went on to coach wrestling, I learned not to project my own story onto an athlete, but to meet them where they are with compassion and then call them forward.

The river took that further. I started as the least skilled guide in my training class, and four seasons later I was guiding some of the gnarliest whitewater in North America. Along the way I learned that with the right team around me, a willingness to be uncomfortable and the perseverance to stay in the game, there isnโ€™t much I canโ€™t accomplish.

Itโ€™s also where I met Annie. Together we went from working at a rafting outpost and living in a camper to building True Spruce with a borrowed broom, a mop and a Craigslist ad, and we grew it into one of Steamboat Springsโ€™ leading vacation rental service companies.

In 2022 we closed True Spruce and moved to Hawaii with our two-year-old twins. That year of self-discovery became a calling to coach, and I spent the next year being mentored and trained by Alyssa Nobriga.

Since then Iโ€™ve coached founders, entrepreneurs, athletes and nonprofit leaders, from an MMA fighter preparing for the cage to a rider training a wild mustang to an entrepreneur who bought an insurance agency. What they share is a willingness to be held to a higher standard, the same one I hold myself to. Not because thereโ€™s something to prove, but because I believe there is unfathomable greatness in each of us. The world wants us to conform to comfort, and working with people who refuse to brings me joy.

Annie and I live in Fort Collins with Pax, Esme and Hana, and youโ€™ll usually find us outside camping, hiking, rafting or skiing. Iโ€™m obsessed with wrestling, I serve on the board of a local nonprofit for people in recovery, and I help lead a menโ€™s group at my church.

If youโ€™re done playing it safe and want a guide who will call you forward, letโ€™s talk.

Start with one honest conversation โ†’

ICF-accredited Mastery Method Coach ยท XPT Performance Breathing Coach

A black and white line drawing of a person with a hooded cloak, holding a lantern, standing in the dark.
A family of six standing outdoors on grass, smiling with mountains and trees in the background. The family includes a man wearing a wide-brimmed hat and a light blue shirt, a woman in a wide-brimmed hat and a coral dress, and four children, two girls and two boys, dressed casually.
certified mastery method coach
Class V raft guide Colorado
Jordan Bonifas's kids playing on a beach in Hawaii
Jordan Bonifas hugging a wrestler he coached after a match