Helena Demuynck helps women executives reclaim their authentic leadership by dismantling outdated frameworks and reimagining success through her holistic, identity-based approach—and now, through her newest innovation, Strengths in Motion, she’s taking that transformation digital.
A Turning Point in a Career Built on Empowerment
Helena Demuynck still recalls the moment her work took a different shape. As founder of oxygen4leadership Ltd., she spent years helping brilliant women ascend to top executive roles, believing that visibility equaled progress. But over time, a troubling pattern emerged: these women were walking into boardrooms where their presence was welcomed—but their essence was often muted.
“They weren’t struggling because they lacked capability,” Demuynck reflects. “They were struggling because they were asked to fit into systems that weren’t designed with them in mind.”
That realization reshaped everything. Helena shifted from executive search to transformational coaching, focusing not on “fixing” women, but on exposing the structures that quietly asked them to fragment themselves. Today, she helps women leaders worldwide re-anchor in who they are—and lead from there.
Beyond Performance: The Rise of Authentic Leadership
Helena’s work is rooted in a simple but radical idea: women don’t need to learn to perform leadership—they need to remember how to be it. After decades coaching senior executives from companies like Microsoft, KPMG, and Johnson & Johnson, she saw the same tension repeated across industries: highly capable women feeling like they had to trade authenticity for acceptance.
Through what she calls the “identity–ambition bridge,” Helena guides women to integrate their inner truth with their professional drive. Her methods combine legal precision, systemic insight, and deep embodiment work to reconnect women to their natural authority—the kind that doesn’t need to be defended or explained.
The Hidden Weight Women Leaders Carry
For women between 38 and 60—the demographic Helena most often works with—the challenges are rarely about skill. They’re about carrying invisible burdens: the likeability–respect trap, the emotional labor of holding teams together, the exhaustion of caregiving while leading at the top of their game.
“Many women I work with are quietly holding the culture of their organizations,” Helena says. “They’re the translators between ambition and empathy, logic and intuition—and that’s a heavy bridge to hold alone.”
Her programs invite women to stop performing resilience and instead cultivate alignment—a state where confidence flows from clarity, not constant proof.
A Digital Evolution: Strengths in Motion
That mission now extends into the digital space through Helena’s new AI-powered platform, Strengths in Motion. Designed as both an entry point and a companion to her coaching practice, the app helps women map their unique career constellation—a living snapshot of their strengths, values, and possible directions.
“Women’s careers aren’t linear ladders,” Helena explains. “They’re constellations—dynamic, interconnected paths shaped by what gives them energy, meaning, and momentum.”
Through the free snapshot and the full Playbook experience, Strengths in Motion offers women the tools to see themselves more clearly, make career moves aligned with who they are, and lead with renewed authenticity. It’s leadership development reimagined for how women truly grow—through insight, not instruction.
Reclaiming Power from the Inside Out
Helena’s clients often describe the result of working with her as coming home to themselves. They stop chasing external validation, start leading with quiet certainty, and reimagine success on their own terms.
“They don’t become different people,” Helena smiles. “They simply stop apologizing for who they already are.”
Through Strengths in Motion, that process becomes accessible to every woman ready to take her next step—not by pushing harder, but by realigning with her true direction.
Visit oxygen4leadership.com to learn more about how Demuynck can help you transform your leadership journey.
