Treya Klassen

Treya Klassen has spent over three decades answering one question: what makes people trust a brand enough to build their lives around it?

She found her first answers inside some of the world's most recognized brands — Nike, Adidas, Lululemon, Arc'teryx, Canada Goose, Costco — where she contributed to the development of the Nike Air Sole and built a strong sales background with a proven track record of growth. What she learned there wasn't about logos. It was about belief — that every enduring brand is built on a clear vision and a foundation strong enough to grow on.

That insight led her to financial services, an industry where trust isn't part of the product — it is the product. As Founder and CEO of Dehoco (Design House Collective), Treya helps firms define who they are before deciding how they look, building brands from the foundation up. Across more than 130 engagements, she has coached over 200 advisors on brand, leadership, and AUM growth.

A Communication Course Leader of 27 years, she has been nominated for Most Influential Businesswoman in Canada. She is also the founder of Ritual Urban Retreat, a wellness studio in Vancouver, and Celle Health, a medical and longevity brand.

She lives in West Vancouver with her husband Gord and their dog Daisy.

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