About JL

Who is Jeff Croonen?

While in high school, Jeffrey turned to his guidance counsellor for help attaining his dream of a football scholarship. The counsellor laughed, saying that Jeffrey was setting his goals far too high.

Yet before he graduated high school, Jeffrey was offered a full athletic scholarship to attend a US university and play US college football. Years later, drafted by the Winnipeg Blue Bombers as a defensive tackle and linebacker, he won his first Grey Cup ring. He went on to earn a second Grey Cup with the Edmonton Eskimos.
 
Over the next decade, Jeffrey led a successful sales career in pharmaceuticals, earning numerous Canadian sales awards and international recognition.
 
But his real passion remained the promise of the next generation. To honour his discouraging beginnings, he became a Correctional Officer and Youth worker, addressing kids’ unique challenges and guiding them through healthy choices without judgement, and coaching the most vulnerable to pursue their dreams with determination and tenacity.
 
He knows what it takes to make dreams come true. Jeffrey struggled with ADHD, overcame injuries that threatened his football career, and survived a life-threatening illness. He never gave up. His enthusiasm and heartfelt passion for life pulled him through to ever-greater success.
 
He has the unique ability to inspire others to their own full potential - whether established professionals past middle age, or youth at risk.
 
Jeffrey’s audiences walk away feeling charged and inspired, with a renewed sense of hope that what seems impossible today is well within their reach.

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