ABOUT PHOENIX RISING
Phoenix Rising Coaching & Consulting, LLC was founded by Kelsey Elizabeth Matthews
on January 30th, 2024.
The Phoenix bird, a mythological creature, is a symbol of hope, faith, resilience, strength, transformation, and of better things to come, representing rebirth following mass destruction or crippling defeat. Born from the knowledge and experience gained through difficult times and challenging circumstances, the Phoenix is known for its ability to rise from the ashes of its own demise. Just as it becomes completely engulfed in flames and all hope seems lost, it makes an inspiring and unexpected comeback, leaving the past behind as it evolves into a newer and stronger version of its previous self.
While the Phoenix itself is a fictional idea, the story and symbolism behind it is very real. Despite all odds, Kelsey has made this kind of miraculous comeback in her own life on more than one occasion, leaving many around her stunned, inspired, and even a little perplexed. The transformation she experienced became the inspiration behind Phoenix Rising Coaching & Consulting, LLC.
Kelsey built the foundations of the Phoenix Rising mission, vision, and brand sitting at the kitchen table in her childhood home with her grandmother, Vivian Matthews, who since passed away in September of 2025. What began as an idea became a conversation between generations, quickly growing into the cornerstone of everything Phoenix Rising Coaching & Consulting now stands for. Those early moments— scribbling ideas on scrap paper, drafting her TEDx Talk, designing her website, building her brand, dreaming out loud with her grandmother, and being reminded not only of her own strength, but of the strength of the women and ancestors who came before her— is where the heart of the company was born.
It was at that table that Kelsey first articulated her belief that leadership is not about titles, but about character; not about perfection, but about resilience; not about managing people, but about empowering them to rise. Her grandmother’s unwavering support, lived wisdom, and insistence that “you always get back up” shaped the ethos that would later define the Phoenix Rising brand. The kitchen table became a workshop for legacy: refining the mission, imagining the impact, and crafting a vision for leaders, women, students, and organizations who want to redefine their leadership and grow with clarity, purpose, and integrity.
Phoenix Rising was never a corporate concept— it was a generational calling. It was built in the same home where Kelsey learned hard work, service, resilience, and the value of using your voice for good. What started as a deeply personal journey eventually grew into a company dedicated to helping others reclaim their potential, rewrite their story, break long standing generational patterns/cycles of trauma, and rise stronger than they ever believed possible. After finding the beauty amidst the ashes of her pain, and unleashing the Phoenix within her that was just waiting to arise, she became determined to help others do the same as they heal, grow, overcome, and put in the hard work to become the best versions of themselves that they can be.
