Maren Frerichs is the founder of Aronga, a strategic advisory and leadership coaching practice based in Canterbury, Aotearoa New Zealand. A former Group Chief Executive, Maren works with CEOs, executive teams and boards to make better strategic decisions in pressured environments.
Where I stand. Why this exists
Kia ora. My family is from Germany. I was raised in Auckland, built my career in Wellington, and found something like home in Oxford, rural North Canterbury, where we now live with our two boys. Place has always shaped how I think and how I lead.
I'm standing inside the same work I do with the leaders, teams, and boards I work with. How do you lead when certainty isn't possible? How do you stay anchored without getting stuck? How do you make a decision you can stand behind when everything is moving and there's no clear way forward in sight?
Leadership can look calm from the outside
From the inside, it's different. Pressure builds. The demands keep coming. The room to think gets thinner, but stopping isn't really an option. People are depending on you, and decisions don't wait.
I know that feeling from the inside of it. As a Group CE, and over nearly fifteen years across governance, workforce development, health law and bioethics, I carried decisions that didn't pause just because things were unclear.
Through a sector-wide reform that absorbed most organisations like ours into a single merged system, and coming out the other side as one of the three industry training organisations that kept its own independence.
Through a critical deficit, rebuilt not by cutting costs alone but by changing what we offered, who we offered it to, and how the organisation was shaped, from governance to operations: turning the financial position around by 17% within a year.
Through a period when the organisation had just lost its CE, 2IC and CFO in short order, while the board, shareholders and partners held different views about what should happen next: stepping into the CE role and finding a way through that restored relationships and confidence.
Through creating space to revitalise our bicultural identity. Partnering with our kaimahi to embed cultural leadership as shared responsibility. Standing together even when it’s hard and the path was unclear. Turning our internal commitment into parity and above parity results for our ākonga Māori and Pasifika.
The people around me through all of that were capable, committed, excellent at what they did. But we were all under the same strain. What we each needed was space, time and perspective, in an environment that never stopped demanding. And that was the gap I saw.
I remember asking myself whether I was allowed to need support, and whether it would change how I was seen. It’s a too-common cost of leadership. The identity cost of needing help when your role is built around being the one who holds things stable. The isolation that builds when pressure compounds.
That question still sits underneath a lot of the conversations I have now.
What Aronga means
Aronga is a kupu Māori for focus, direction, and purpose. How you orient yourself to the moment you're in. For me, it's clarity when pressure threatens direction, and a partner when decisions carry weight and the room to think is tight, whether that weight sits with one leader, a team, or a board.
Most people aren’t asking for more frameworks. They’re asking for things to slow down just enough to see what's actually in front of them, widen the view as to what’s possible, and take a next step they can stand behind.
What anchors the work
I work from tika, pono, and aroha. Do what's right, stay true to yourself, treat people with dignity and respect. Anchors I've relied on when there wasn't an easy way forward. Alongside them, the work draws on the psychology of decision-making, adaptive strategy, and stewardship. Care for the people and systems you're responsible for.
I also believe good connection doesn't need formality, just presence. Some of the most important conversations I've had happened in cars, on walks, over kitchen benches. That's where Aronga sits. As a trusted partner helping you orient under pressure, in the format that works.
And finally,
I believe identity and strategy are deeply intertwined. Strategy grows out of who you are, and the story you're building of who you're becoming. That's as true for organisations as it is for people: what you've lived through shapes what you see, what you value, and what you're willing to become. That's my mahi now, with individual leaders, leadership teams, and boards.
📍 Based in Aotearoa New Zealand. Supporting leaders, teams and organisations wherever the pressure shows up.
Ready to start
When you're ready to talk, the door is open.
Let’s talk and work out the right next step for you.