A confident mid-life professional woman smiles, embodying the transformational journey towards happiness and fulfillment.

I help midlife women reconnect with their most authentic selves to step boldly into their careers as the fullest, most alive version of themselves.

Let's Chat

In minutes, you'll gain powerful insights into where you are most aligned—and where the gap between who you are and how you're showing up at work is costing you the most. Embrace this opportunity to reflect, grow, and take the first step toward the career that is most authentically, fully yours.

Whether you’re ready to transform where you are, or discover something entirely new, this work is for you.

You deserve to feel fully alive in your career!‍ ‍

Let's take this life and do something powerful with it. Not only is it never too late…we are wiser, braver, and stronger than at any other point in our lives.

It's time to step into the fullest, most authentic version of yourself.

From Settling to
Empowered Choice

You’ve been so focused on satisfying the needs of others over the years, that you’ve lost yourself while operating on auto-pilot. You are ready to tap into YOUR strengths and take control of your destiny. No more settling!

From Fear to
Confidence

Your fears have been louder than your truth lately, telling you that your career options are limited and you should just "be happy" with the success of your current career. But you’re ready to change that - this is YOUR time to stop performing and start becoming.

From Uncertainty to
Purpose-Driven

You consider yourself a successful professional in your own right, yet deep down you have this knowing that you are not connected to your career purpose. Something is missing and you are ready to find out what it is!

From Stuck to
Powerful

You know there’s a more powerful, more alive version of yourself waiting to show up in your career, and you’re ready to meet her.

From Overwhelm to
Clarity

You’re ready to reconnect with your strengths, values, and purpose—and make career decisions that feel aligned with who you truly are. I would love to help you get there.

From Stress and Burnout to Thriving

You are emotionally exhausted showing up in a career that pays the bills but doesn't honor who you truly are. It's time to stop choosing between financial security and feeling fully alive in your work — it IS possible to have both.

I have good news!

You have everything within you to show up in your career as the most authentic, fully alive version of yourself — and build the unstoppable mindset to make it happen. Isn't it time to take care of yourself for once? 

If you’re ready to show up in your career as the fullest, most alive version of yourself… you’re in the right place!

Picture This…

No more Dreaded Mondays!

You are excited to think about your week ahead because you know that you are MADE FOR THIS!

Minimalist succulent illustration with overlapping leaves

“Work” doesn’t feel like work!

Why? Because you are taking advantage of all the strengths that you were given to use in this lifetime!

Outline of a lotus flower

You’ve “Changed”

Friends and family notice you’ve changed, in a good way! You’re working in your zone of genius so you have more mental, emotional & physical space for those you love.

Minimalist line drawing of flower with layered petals

Absolute Joy!

You are showing up in your career as completely, unapologetically yourself, and it feels like you’ve come home.

Line drawing of a lotus flower on a white background.

Unstoppable Mindset!

Your new possibility thinking will take you to the finish line in all aspects of your life!

Outline drawing of a lotus flower

No regrets!

You have landed, my friend! You are positively impacting this world in the exact way you were made to! Rock on!

Abstract gray floral line drawing on white background.
Work with Dawn

The Midlife Career Whisperer

Hi I’m Dawn LaRae,

A professional headshot of Dawn Frydenlund exuding warmth and approachability, ready to guide you on your journey to clarity and confidence.

As your coach, you can expect me to be at your side every step of the way. I like to call this the white glove coaching treatment! Don't get me wrong,you will have work to do yourself. But you can know that I will be there with an incredible program so you never feel lost, confused, or frustrated.

Whether your journey leads you to transform how you show up where you are, or to discover something entirely new, this work meets you exactly where you are and takes you exactly where you’re meant to go

As I built my coaching business, it was a non-negotiable for me to be fully aligned with my values, so the foundational premise will always be my client relationships. As my client, you get the special treatment you deserve, at and between our sessions. Rather than a heavy client load like many coaches, I have built this program to ensure you get a personalized experience with me. I respect that this is a risk for you as well, so know that your goals are my goals, too.

We will never skip the important inner work. There are three layers to it. First, reconnecting with your authentic self: your unique strengths, values, and passions. Second, rewriting your inner story: exposing the self-limiting beliefs that have kept you stuck and replacing them with new, powerful ones. And third, building your future: synthesizing everything you've uncovered into a concrete, values-aligned vision and action plan for the career chapter ahead. Together, these three layers create a transformation that is not just meaningful — but lasting.

Read My Story

Client Transformations

  • Dawn has all the qualities a woman needs to guide you to the next level!

    She is smart, positive, compassionate, resourceful and kind! My sessions with Dawn were filled with productive conversations on ideas and possibilities, followed by next steps. Because she excels at listening, Dawn has an uncanny ability to ask the right questions—the perfect questions to get to the next level. She brings a positive vibe, a warmth and genuine level of understanding and connectedness to each session. You are her priority and that is EMPOWERING! She has been instrumental in helping me define my future. ”

    STACIE S.
    Entrepreneur

  • Going through transitions in life can be challenging and making the decision to completely change your career is downright scary.

    I knew I wanted to exit the corporate world and do something more meaningful but wasn't sure I had the courage to do so. As I've embarked on my plan to make my career dreams come true, its been instrumental to have a coach to help me confront my fears, take an honest look where I'm at and ultimately where I want to go. Dawn has been central in helping me see my unseen areas, set a course of action and implement decisions I have made because of our coaching. Beyond possessing the skill of coaching, Dawn has an unexplainable sense of intuition that really gets to the heart of the matter. Working with Dawn has been a life-changing experience and I feel prepared to set out on my new career path. She helped me have the faith I needed in myself to take the next steps. If you want someone who will be a true champion for you, who will propel you to new heights and partner with you for results, Dawn LaRae is that coach. I'm grateful to have her as a sounding board, accountability partner, and someone who cares deeply about seeing my goals and dreams come to fruition.

    CAROL U.
    Corporate Leader turned Coach

  • “I cannot stop thinking about our coaching session yesterday and how great it made me feel.”

    J. P.
    Coaching Client, Healthcare Industry

  • Dawn is an incredible listener.

    We connected so easily, and I instantly felt heard and understood, which is so rare anymore. It was easy to let my guard down, which helped us get down to the nitty-gritty and dig into ways to overcome the obstacles I was facing. I never felt judged, and that helped me work through some things that were holding me back. She asked powerful, thought-provoking questions, which helped me consider things from a different perspective. We laughed and cried, and I came away from working with her as a stronger, wiser person. Sometimes it just takes a great coach to help you get unstuck. Dawn was magical for me. I highly recommend her.

    Kelly H.
    Entrepreneur

  • The impact of her coaching has permeated every facet of my life.

    Working with Dawn has been a transformative experience that exceeded all my expectations. While I initially sought her expertise for career growth, the impact of her coaching has permeated every facet of my life, fostering profound personal growth and healing.

    Through our work, I have cultivated a level of confidence that allows me to be my most authentic self. Dawn helped me find my voice and validated the importance of my goals, making professional milestones that once felt unattainable now seem within reach. If you are looking to elevate your career and your self-perspective, I cannot recommend her services highly enough.

    ~ Traci Zea, Senior Account Executiveription goes here

  • Her Virtual Coaching and local workshops are fun, transformative and "feel like home".

    Dawn in a pleasure to work with! Her calm and insightful guidance is motivating and confidence building. As a life Coach for midlife women to start off on the next chapter or career. Based out of the Rochester, MN area, Her Virtual Coaching and local workshops are fun, transformative and "feel like home".

    Thanks for your help Dawn!

    ~Carolyn Byrd, Entrepreneur

  • She created a supportive environment in which I felt comfortable, validated, and encouraged to engage in meaningful self-reflection.

    Working with Dawn as my career coach was an exceptionally positive experience. From our initial session, she created a supportive environment in which I felt comfortable, validated, and encouraged to engage in meaningful self-reflection. Her questions were consistently precise and insightful, helping me identify the underlying factors that had been limiting my progress.

    Throughout our work together, Dawn demonstrated a clear commitment to my goals and consistently approached each conversation with professionalism and care. I felt genuinely supported, which made it easier to be candid and to take practical, measurable steps forward between sessions.

    As a result, I now have substantially greater clarity regarding my next career move and the motivation to pursue it with intention. What previously felt intimidating now feels both manageable and energizing, and I am approaching change with far more confidence. I am grateful for Dawn’s guidance and would highly recommend her to anyone seeking thoughtful, results-oriented career coaching.

    ~Heather B, Healthcare

  • It was healing and calming to be part of the “Midlife Reset” shared healing energy

    I don’t know where to begin to thank you! It was such a marvelous expetience to participate in the event on Saturday at your spectacular home! 

    It was healing and calming to be part of the “Midlife Reset” shared healing energy. Coming together with a special group of women to help navigate this midlife moment was very special. I came away with a great sense of peace and shared experience with my sisters. Combining Tonal Harmony Healing with your guidance and wisdom was perfectly sublime. 

    As you know, so often women are very good at taking care of others and not taking care of themselves! That really hit home. 

    I will cherish the notebook and fill it with things I learned, the shared experience, and more!

Are you ready to step into your most authentic, fully alive self in your career?

Let's Start Now!