Decode is a coaching company that partners with startup founders and CEOs to help them navigate the vast opportunity and intense complexity of building a rapidly growing company. We are based in San Francisco and work with entrepreneurs and their teams around the world.

Dane Holewinski, Founder & Chief Coach

Dane is a former CEO & VC-backed founder whose passion is helping entrepreneurs achieve their potential and leave a lasting impact on the world. He strives every day to be his clients’ most trusted partner on their journey – supporting them in the darkest valleys, challenging them to peaks they thought unreachable and holding them accountable so they grow faster than their companies.

Dane’s coaching is grounded in the latest scientific research, coaching best practices and deep operating experience. He is a former strategy consultant with over a decade of experience building technology companies in Silicon Valley with lessons and battle-scars from successful exits and failures. He believes in the power of practice and draws on meditation, exercise and breathwork to maximize the impact of his work.

Dane received coaching training from Bob Kegan & Lisa Lahey (Harvard Graduate School of Education), Damian Goldvarg (President, International Coaching Federation) and James Flaherty (Founder, New Ventures West). He graduated summa cum laude from Georgetown University where he studied Finance, Entrepreneurial Management & Psychology.

Sara Grunwell, Operations Manager

Sara manages operations for Decode. She is a lifelong educator and administrator whose passion is facilitating growth in others.

As a former president of a cooperative nursery school, Spanish teacher and athletic coach, she honed her skills of effortlessly managing complexity and a diverse set of passionate stakeholders. Sara is an enthusiastic operator who is committed to delivering Decode clients the maximum impact as efficiently as possible.

She is an avid sports fan and a proud mother of three beautiful daughters.



Help startup Founders & CEOs build successful companies and use the intensity of doing so to become their greatest selves both professionally and personally.


A world in which entrepreneurs, empowered by a sense of purpose and passion, build lives and companies that are an engine for greater abundance, health, equity, sustainability and consciousness.



We do our best work and are most alive when we are aligned with meaning and emotionally invested.


Trust and satisfaction are earned through showing up in integrity in every moment.


Being of service is a gift. The more fully we serve the greater the rewards.


We believe both that our clients have the best solutions to their challenges AND that we can go much farther much faster together than we can alone.


We take ownership of the impact we have on the world. We desire to leave the world a better place than we found it. We believe that macro transformation starts at the level of the individual.


Decode clients gain access to the Decode Network which specializes in supporting entrepreneurs and their companies as they grow. From fundraising experts to bodyworkers to marketing consultants to relationship therapists to financial advisors, we’ve got your needs covered.