Craig Dumstorff, MBA, PMP, CSM, CPt, sports nutrition coach

BIO

Craig grew from humble beginnings in a small farm town to become an accomplished athlete and business executive as a Vice President and Chief Information Officer (CIO). He has earned a reputation for being an inspirational leader who empowers individuals, and develops winning cultures and teams. He believes that Life and Business are both a continuous growth adventure. He firmly believes that the greatest gift we can give the world is to become the best version of ourselves. His purpose is to coach those willing to transcend their life or business.

Employing transformational and servant leadership capabilities, Craig led merger and acquisition (M&A) integrations for Fortune 500 MillerCoors. He spearheaded major transformation at JDA Software and Amkor Technology; a microchip manufacturer. In addition, he played a critical executive role in rapid growth organizations Fresh Thyme Farmers Market, RJW Logistics, and lulus.com who all required significant organizational and technical overhauls as they reached key inflection points.

Through Craig’s athletic journey he witnessed firsthand what it truly requires to be a champion, and it goes well beyond talent. Teams that possess strong culture, purpose, discipline, and skillful players willing to play for each other will consistently produce champion caliber results. Now, with his prime athletic days in the rearview mirror, he intently observes and studies competitive sports with a focus on coaching styles, work ethic, culture, leadership, strategy, teamwork, and the power of momentum.

Through the wisdom and knowledge gathered from his life, sports, educational, and business experiences, Craig has developed a keen recognition and appreciation for the unlimited and untapped power that is within every individual, team, and organization. Now, he leverages his wisdom in tandem with his passions of sports, leadership, culture and team building to cultivate the hearts of champions; empowering them to define, climb, and conquer their mountains.

Life Coach, Business Coach, Leadership Coach, mind, body, soul, culture, strategy, leadership

Craig's Story

Craig was born and raised in a blue-collar rural town in southern Illinois, 40 miles outside of St. Louis. His parents were both raised on local farms. After high school, possessing superior typing skills, his mother earned a job at AT&T. Later she became a small business owner. While his father was drafted into the U.S. Army, serving two years in Vietnam. Upon returning, he would spend 35 years working at Ford Motor Company in Hazelwood, MO. The greatest gift he learned from his town and family were a sense of community, value in possessing strong core values and work ethic.

Craig’s athletics started with a bang. Playing short stop in Little League baseball, he became a feared hitter with sure hands and strong-arm. Little did he know the mountain he would need to climb from that moment forward. Around the age of 10, his growth slowed to a crawl while his classmates continued to shoot upward. Through the remainder of grade school and high school, he would be one of the smallest in his class. This would foster the development of a strong mind and unrelenting drive that would serve him well in life’s endeavors.

Upon college graduation, Craig’s progressive 25-year career started as a Software Developer. He then transitioned into the leadership track where he has spent 20 years in cross functional management, leadership and executive roles transforming small, midsized and large organizations ranging from $35MM to $10BN. Below are a few highlights of his career.

While employed by JDA Software he was responsible to modernize their MMS product (Merchandise Management System). Craig was also hand selected to work directly with IBM in Rochester, MN to conduct benchmark testing on the latest version of the iSeries.

At Amkor Technology Craig built high performing software development, business analyst and project management teams from the ground up as the corporate headquarters relocated from Philadelphia to Phoenix. He also strategically planned and executed their first automation of B2B integrations with chip industry leader Intel, garnering $2MM in productivity gains as highly manual order processing times were reduced from 2 days to 3 hours.

During his tenure at Fortune 500 MillerCoors he led multiple development and project teams that successfully planned and executed merger and acquisition (M&A) integrations. The first consolidated, integrated and streamlined the B2B processes and systems between Molson Coors and its Distributors. He then played a lead functional role to integrate supply chains, enabling Coors Light to be brewed in Miller breweries, and Miller Lite in Coors. The initiative produced $90MM in synergies through reduction of distribution and shipping costs. Then Craig was selected to spearhead one of six major integration efforts joining Miller Brewing and Coors Brewing. With a budget of $23MM and a team of 50, they delivered a unified data reporting platform, allowing the data collection and analysis of 35 brands, 750 Distributors and 600,000+ Retail locations.

Never one to settle, Craig acted on his thirst for more knowledge. In conjunction with working full time at MillerCoors, he elected to obtain his MBA. It was during these years his fascination with continuous learning and growth sprouted. He was especially drawn to the ecosystem of successful organizations, and became enthralled with strong leadership and culture. Upon graduation, he went on to acquire his Project Management Professional (PMP) and Certified Scrum Master (CSM) certifications.

At Fresh Thyme Farmers Market, a rapid growth retail startup in the Midwest, Craig facilitated growth through IT and corporate strategic planning. He developed scalable technology, ecommerce, digital, and IT team foundational capabilities enabling the 2-year expansion of 42 new locations. The results were 300% revenue growth, 10% margin improvement, and a projected $35MM increase in annual revenue stemming from digital capabilities.

Throughout Craig’s professional career in Information Technology, his passion and focus consistently revolved around harnessing and leveraging the collective power of people and efficient processes. He recognizes and embodies strong leadership, culture, strategy, coaching and mentoring, and building high performing teams that deliver value added solutions solving complex business challenges. One key advantage of being in Information Technology was the priceless knowledge acquired through collaboration, enablement, and support of every department within a business construct.

Craig considers himself fortunate and grateful to have led so many outstanding teams. He’s proud of their achievements, both tangible and intangible. Fulfillment came from the positive impact, both personally and professionally, he had on the individuals whom he had the honor and privilege to coach and mentor. Craig feels there is nothing more rewarding than empowering others to overcome obstacles to attain success on their growth journey.

Moving onto another of Craig’s biggest passions, sports, where all the emotions of life come front and center on the playing field. He grew up primarily playing baseball, basketball, golf and football. Craig advanced the furthest in men’s slow pitch softball and football. However, first he had to endure and overcome the challenging years of his youth.

Craig, as a high school senior, was an underwhelming 5.9, 140 lbs. Perhaps the high school football coach provided the most accurate summary at the conclusion of the season “I don’t know what to tell you, you have all the athletic ability in the world, but you’re just so dang small”. The one glimmer of hope was that he possessed strength well beyond his stature through working on farms, cutting and chopping firewood, and lifting weights.

Entering his sophomore year of college, he was 5’9, 160 lbs. However, rapid changes were underway as he experienced a massive growth spurt at the age of 19. By Christmas he exploded to 6’1, 195 lbs. Craig grew an obsession with the feelings that accompany being in peak physical condition, transforming into a lifelong gym rat. He’s since coached numerous people on development of the body with a focus on exercise, nutrition, and sleep. Craig has been generating custom workout routines based on desire and purpose for over 20 years.

Craig, with his new found body, grew ecstatic and relished the opportunity to leverage his athletic abilities. The following summer he joined multiple men’s softball teams. Ultimately, he developed a true love of the game, and crafted the abilities of a five-tool player. Between his mid-twenties and early-thirties he played for competitive tournament teams at the highest levels of ASA and USSSA in Illinois, Missouri, Arizona, and Colorado, winning numerous league and tournament championships.

While playing in a softball tournament in Arizona, Craig was approached by a stranger that would have a significant impact on his athletic career. The individual asked “Can you throw a football like you can throw a softball?” Craig responded that he could throw a football around 65 – 70 yards, but was curious to the reason behind the question. The gentlemen stated he was a coach for a semi-pro football team, and they were looking for a QB. After a discussion, Craig was given the opportunity to try out as a wide receiver (WR) or safety, his preferred positions.

Craig would proceed to play two seasons for the Arizona Wranglers; team name acquired from the former USFL team. He became the offensive centerpiece as a dynamic WR, described by his coach as the ultimate swiss army knife with his ability to catch, run, and throw. His fierce competitiveness, drive and relentless work ethic would soon pay dividends. Overcoming the perception that stems from the unorthodox path of not playing college football, he garnered the attention of teams in the Arena Football League with his combination of size, speed, power, route running and sure hands. His key measurables were height - 6’1, weight - 205 lbs, body fat – 6%, 40-yard dash – 4.48, vertical leap – 36 inches (two feet) and 42 inches (one foot).

In the weeks prior to officially joining the AFL, Craig began rapidly losing weight; at one point dropping down to 178 lbs. He was dealing with a nasty cough and wheeze, but assumed it was just a cold. In reality his body was starving for oxygen. One afternoon he began the training session with the normal jog around the track. Quickly he began gasping for air. Craig was sent to a Pulmonary Specialist. They described his condition as coughing variance asthma with severe scar tissue damage to his esophagus and left lung. The specialist sent him home with a number of inhalers, ordering him to 3 months of minimal activity to allow healing. Craig would eventually make a full recovery. However, the situation ultimately ended his chances to play professionally.

Although initially devastated, he grew an appreciation for the tremendous amount of work and dedication required to excel. In addition, he was grateful to have played with an amazing group of diversified athletes from all walks of life. One player in particular had a newfound lease on life after serving years in Federal prison. He asked that Craig spend time with him and his son, wanting a positive influence in their lives. He eagerly obliged and was grateful for the opportunity to help someone willing to transcend and reset the course of their life path.

Interestingly, at the core of what truly bothered Craig was being stripped of his ultimate desire resulting from being a professional athlete; it wasn’t the money, fame, or prestige, but rather becoming a highly visible and positive role model for youth. Craig possesses an enormous amount of empathy for children who grow up in challenging environments.