Après TFS - Ashlynne Dale '89
In honour of upcoming International Women's Day, we sit down with entrepreneur, former CEO and helicopter pilot, Ashlynne Dale '89 in our latest edition of Après TFS.
TFS: Please describe the path you took after TFS.
ASHLYNNE DALE: My path wasn’t straightforward. I did my undergrad at Western University, completing a Bachelor of Arts in French Literature, then went on to law school at the University of Toronto. I practiced corporate commercial litigation at McMillan for about four years. But I always saw law as a steppingstone into business; I never intended to practice law long term. Rather, it was a means to an end – A way to learn how to think, strategize and develop street smarts.
I’m not someone who sits still. I actually learned to fly airplanes in my early twenties. Helicopters were always my passion but they felt completely unattainable. Then, about twelve years ago, it occurred to me that I had the means to do it. And why shouldn’t I? So, I started flying helicopters, and now I own a couple. It’s pretty cool.
TFS: What does a typical day look like for you?
ASHLYNNE DALE: My days have changed quite a bit over the years. At Norwood, my days were incredibly long, at least twelve hours, including weekends. I was obsessed with the business. Running a company means constant firefighting: problems, issues, things going wrong. Tackling those are table stakes – they keep you in the game but don’t grow the business. Growth comes from what I used to call the “goalpost-moving projects” like strategy, new products, new systems and structure, new market expansion initiatives, etc. I typically handled firefighting during the day and worked on those bigger projects after work hours.
Since selling the business, I don’t have the same operational burden, which is exactly what I needed to step away from. That said, I’m still constantly asking, “What’s next?” What’s the next project? Is there a business I should buy? How do we improve this or that? Between investing, board work and new opportunities, I’m probably busier than I should be, but I’m glad to keep moving.
TFS: What gives you the most satisfaction in your work?
ASHLYNNE DALE: Because I do have the tendency to get bored easily, the moment I was in a position where I could define direction and identify opportunities, work became fun. I see something, realize I don’t know anything about it and then go figure it out. I need to be continuously learning.
Being an entrepreneur means you’re your own boss, but that comes with consequences. You’re responsible for everything. You can lose just as much as you can win, and you have to live with that pressure. But the freedom to define your own path, and the path of your organization, makes it worth it.
Another part of my life is being a pilot and that gives me great satisfaction. I’m actually one of only about ten private female helicopter pilots in Canada. And, honestly, that’s still a bit of a shock. Until a few years ago, it never occurred to me that what I was doing was unusual. I’ve spent my life in traditionally male-dominated environments: industrial machinery, forestry equipment and aviation, to name a few. And I just didn’t think about it. I was too busy running the business and surviving day-to-day.
In the last few years, especially since selling the company, women have come up to me and asked, “How did you do that?” And I realized it never crossed my mind that I couldn’t. I never thought there was a reason I shouldn’t lead a manufacturing company, design sawmills or fly helicopters.
There are no boundaries unless you create them. And I wasn’t trying to break barriers – I was just doing what seemed like a good idea and what felt fun. You have to enjoy the journey, stay true to yourself and act with solid values. The rest tends to follow.
TFS: How did your experience at TFS help you get to where you are now?
ASHLYNNE DALE: TFS brought several important things to the table. It was very strong in math and science, and there was no divide between girls and boys. At the time, in the 1980s, few girls were encouraged into what we now call STEM (Science, Technology, Engineering and Mathematics), but TFS pushed those subjects at a high level.
That had a real impact on my future. A lot of my work involved product development and mechanical engineering concepts. I don’t have formal engineering training, but I understood physical principles and wasn’t afraid of technical challenges. I loved math and science, and that confidence came from TFS.
TFS also has a long-standing reputation for excellence. Life is a series of steps, and doing each step well opens the door to the next one. Because TFS is so well respected, it helped set me up for strong opportunities after graduation.
TFS: How has French language and bilingualism impacted your career?
ASHLYNNE DALE: Without even realizing it, learning another language teaches you that the world is bigger than your immediate surroundings. Sometimes, when you’re living in your small community, it's very easy to become narrow-minded. But when you understand another language, you are more apt to recognize that there’s a big world out there with other perspectives and cultures; it opens your mind. As I pushed our company to penetrate into over one hundred countries, that mindset mattered – I wasn’t thinking locally, I was thinking globally.
Practically speaking, my French helped enormously in Quebec, France and other French-speaking countries. And having that foundation helps you understand what’s going on in other Romance languages.
I also studied Russian at TFS, and years later, I actually used it. During a negotiation with a potential dealer, their delegates were speaking Russian amongst themselves, unaware that I could understand. At the end of the meeting, I responded in Russian. The look of shock on their faces is a fun memory of mine.
TFS: What skills or lessons from TFS do you find yourself applying most often in your work?
ASHLYNNE DALE: TFS teaches you how to work. It’s not easy – you have to prepare, stay organized, manage a heavy workload and aim for excellence. You can’t coast and the material can definitely stretch you. That discipline, that expectation of effort, stayed with me. TFS was where I learned how to work hard and strive for excellence.
TFS: What was your most memorable experience at TFS?
ASHLYNNE DALE: I was at TFS from age three to 18, so it’s hard to pick one moment. But some of my happiest memories were in the ravine — doing cross-country runs and nature walks. Having that space right in our backyard was special.
TFS: What advice would you give to current students?
ASHLYNNE DALE: First, think beyond just getting a job and don’t let one career path limit you. You can start a business or invent something. It’s not for everyone, but many people don’t realize it’s even an option.
Second, aim to do everything with excellence, professionally and personally. And I mean everything. Every little thing that you do, even if it's cleaning the kitchen sink, do it with excellence. Moments of excellence can open doors you wouldn’t anticipate.
Finally, remain humble. Confidence is important, but ego will hold you back.
TFS: What do you wish you had known while at TFS that could have better prepared you for life after graduation?
ASHLYNNE DALE: TFS taught me to set high goals and aim for excellence. What I wish I’d understood sooner is that perfect outcomes aren’t always possible. You should aim for the stars, but also learn not to be too hard on yourself when things aren’t perfect. That’s a lesson I’m still learning.
To learn more about Ashlynne’s journey, check out her LinkedIn page to see her recent projects.
Back
ASHLYNNE DALE: My path wasn’t straightforward. I did my undergrad at Western University, completing a Bachelor of Arts in French Literature, then went on to law school at the University of Toronto. I practiced corporate commercial litigation at McMillan for about four years. But I always saw law as a steppingstone into business; I never intended to practice law long term. Rather, it was a means to an end – A way to learn how to think, strategize and develop street smarts.
Around the time I started at law school, my father invented a product that didn’t really exist before: an affordable personal portable sawmill. It’s a machine that allows private landowners to turn their own logs into boards and beams. When he first told me about it, I thought it was interesting but didn’t give it much thought. However, within a few years, it became clear there was real demand. We entered into negotiations, and ultimately, I bought the company, which was very much a startup at the time.
I spent the next twenty-two years building the business: introducing the world to a product few people knew existed, creating demand, and ultimately building a global outdoor lifestyle brand. Under my leadership, the company expanded its product line, secured about a hundred patents and sold across North America and into over one hundred countries worldwide. Sales growth accelerated exponentially, culminating in over ninety percent year-over-year growth in 2021, my final year before I sold the company.
Since selling my business, I’ve focused on managing and investing our family assets across public and private equity, real estate, and other investment vehicles, while also serving as director on several boards.
I’m not someone who sits still. I actually learned to fly airplanes in my early twenties. Helicopters were always my passion but they felt completely unattainable. Then, about twelve years ago, it occurred to me that I had the means to do it. And why shouldn’t I? So, I started flying helicopters, and now I own a couple. It’s pretty cool.
TFS: What does a typical day look like for you?
ASHLYNNE DALE: My days have changed quite a bit over the years. At Norwood, my days were incredibly long, at least twelve hours, including weekends. I was obsessed with the business. Running a company means constant firefighting: problems, issues, things going wrong. Tackling those are table stakes – they keep you in the game but don’t grow the business. Growth comes from what I used to call the “goalpost-moving projects” like strategy, new products, new systems and structure, new market expansion initiatives, etc. I typically handled firefighting during the day and worked on those bigger projects after work hours.
Since selling the business, I don’t have the same operational burden, which is exactly what I needed to step away from. That said, I’m still constantly asking, “What’s next?” What’s the next project? Is there a business I should buy? How do we improve this or that? Between investing, board work and new opportunities, I’m probably busier than I should be, but I’m glad to keep moving.
TFS: What gives you the most satisfaction in your work?
ASHLYNNE DALE: Because I do have the tendency to get bored easily, the moment I was in a position where I could define direction and identify opportunities, work became fun. I see something, realize I don’t know anything about it and then go figure it out. I need to be continuously learning.
Being an entrepreneur means you’re your own boss, but that comes with consequences. You’re responsible for everything. You can lose just as much as you can win, and you have to live with that pressure. But the freedom to define your own path, and the path of your organization, makes it worth it.
Another part of my life is being a pilot and that gives me great satisfaction. I’m actually one of only about ten private female helicopter pilots in Canada. And, honestly, that’s still a bit of a shock. Until a few years ago, it never occurred to me that what I was doing was unusual. I’ve spent my life in traditionally male-dominated environments: industrial machinery, forestry equipment and aviation, to name a few. And I just didn’t think about it. I was too busy running the business and surviving day-to-day.
In the last few years, especially since selling the company, women have come up to me and asked, “How did you do that?” And I realized it never crossed my mind that I couldn’t. I never thought there was a reason I shouldn’t lead a manufacturing company, design sawmills or fly helicopters.
There are no boundaries unless you create them. And I wasn’t trying to break barriers – I was just doing what seemed like a good idea and what felt fun. You have to enjoy the journey, stay true to yourself and act with solid values. The rest tends to follow.
TFS: How did your experience at TFS help you get to where you are now?
ASHLYNNE DALE: TFS brought several important things to the table. It was very strong in math and science, and there was no divide between girls and boys. At the time, in the 1980s, few girls were encouraged into what we now call STEM (Science, Technology, Engineering and Mathematics), but TFS pushed those subjects at a high level.
That had a real impact on my future. A lot of my work involved product development and mechanical engineering concepts. I don’t have formal engineering training, but I understood physical principles and wasn’t afraid of technical challenges. I loved math and science, and that confidence came from TFS.
TFS also has a long-standing reputation for excellence. Life is a series of steps, and doing each step well opens the door to the next one. Because TFS is so well respected, it helped set me up for strong opportunities after graduation.
TFS: How has French language and bilingualism impacted your career?
ASHLYNNE DALE: Without even realizing it, learning another language teaches you that the world is bigger than your immediate surroundings. Sometimes, when you’re living in your small community, it's very easy to become narrow-minded. But when you understand another language, you are more apt to recognize that there’s a big world out there with other perspectives and cultures; it opens your mind. As I pushed our company to penetrate into over one hundred countries, that mindset mattered – I wasn’t thinking locally, I was thinking globally.
Practically speaking, my French helped enormously in Quebec, France and other French-speaking countries. And having that foundation helps you understand what’s going on in other Romance languages.
I also studied Russian at TFS, and years later, I actually used it. During a negotiation with a potential dealer, their delegates were speaking Russian amongst themselves, unaware that I could understand. At the end of the meeting, I responded in Russian. The look of shock on their faces is a fun memory of mine.
TFS: What skills or lessons from TFS do you find yourself applying most often in your work?
ASHLYNNE DALE: TFS teaches you how to work. It’s not easy – you have to prepare, stay organized, manage a heavy workload and aim for excellence. You can’t coast and the material can definitely stretch you. That discipline, that expectation of effort, stayed with me. TFS was where I learned how to work hard and strive for excellence.
TFS: What was your most memorable experience at TFS?
ASHLYNNE DALE: I was at TFS from age three to 18, so it’s hard to pick one moment. But some of my happiest memories were in the ravine — doing cross-country runs and nature walks. Having that space right in our backyard was special.
TFS: What advice would you give to current students?
ASHLYNNE DALE: First, think beyond just getting a job and don’t let one career path limit you. You can start a business or invent something. It’s not for everyone, but many people don’t realize it’s even an option.
Second, aim to do everything with excellence, professionally and personally. And I mean everything. Every little thing that you do, even if it's cleaning the kitchen sink, do it with excellence. Moments of excellence can open doors you wouldn’t anticipate.
Finally, remain humble. Confidence is important, but ego will hold you back.
TFS: What do you wish you had known while at TFS that could have better prepared you for life after graduation?
ASHLYNNE DALE: TFS taught me to set high goals and aim for excellence. What I wish I’d understood sooner is that perfect outcomes aren’t always possible. You should aim for the stars, but also learn not to be too hard on yourself when things aren’t perfect. That’s a lesson I’m still learning.
To learn more about Ashlynne’s journey, check out her LinkedIn page to see her recent projects.
