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Recognizing 100 CEOs & C-level Executives
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Dale LeMonds

President and CEO

Inspire Greatness Aveda Institutes Spas and Salons

Location: Denver, CO

Founded: 2005

Industry: Education and Beauty

Dale LeMonds started his company at age 27 with nothing but a dream and belief that no one could tell him no, his staff said. He raised $1.5 million to build his first salon school, the Aveda Institute Denver, in 2005. He later expanded with schools in Arizona and Utah and opened a spa in Litchfield Park, Arizona. Along the way, he has developed some of the best hairdressers, spa therapists, salon owners, educators and directors in the world.

You don’t reach those lofty accomplishments without toughness and determination, but LeMonds offers a nurturing style of leadership and advice. “You don’t need to be perfect,” he said. “You can accomplish great things by focusing on the goal and taking the next baby step toward that goal. And avoid comparisons. Don’t compete with your vision of others.”

“Comparison is the thief of all joy,” he said. “Sometimes we compare ourselves to the wrong people. So let’s compare to someone we know: ourselves. Each and every day. Let’s take no pride. No ego. And just focus on our own progress. A little bit better today than yesterday. Double down on progress, not perfection. Progress is where improvement is made. Focus on progress and keep moving forward.”

At Aveda, the stated mission is to care for the world, from the products it makes to the ways in which the company gives back to society. “We strive to set an example for environmental leadership and responsibility, not just in the world of beauty but around the world,” the company said. “We believe in treating ourselves, each other and the planet with care and respect. We believe social responsibility is our responsibility. We believe ecological and profit goals are mutually achievable.”

LeMonds’ company thrived through the COVID-19 pandemic. He quickly shifted his team’s mindset to implement education online and pioneered the effort. Coming out of COVID, his company experienced 30%-50% growth, and last year was the best in its history.

LeMond has been recognized with numerous honors and awards, including: Aveda Tribe Member of the Year; advisory board member for Aveda; government relations chair; the Salon Today 200; Environmental Leadership Award from Western Resource Advocates.

While LeMonds continues to thrive and accomplish great things, he offers advice to others that is clear and attainable. “Make course corrections during the day so you accomplish whatever is the most important task on your plate that day,” he advised.

“The biggest task you have to get done today, start with taking care of that task,” he said. “It allows you to make sure you have enough time to complete it. Throughout the day, course correct. Course correct and make the micro-corrections throughout the day so you can land your ship where you want to go.”

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Dale Says

“You don’t need to be perfect, you can accomplish great things by focusing on the goal and taking the next baby step toward that goal.”


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