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Farhann Ali




Elf Coaching | CRR Global Partner

- Singapore, Malaysia, Philippines, Australia, New Zealand

Co-Founder | Managing Partner

Catalyzing human growth in Heartset, Mindset & Skillset

Having lived across continents in Singapore, Australia and Middle East, and worked in the oil and gas, trade finance and multiple commodities sectors, Farhann deeply believes that business is more than a transaction, it is a relationship.


As an enabler in catalyzing growth and a life long learner, he invests as much time in increasing his own capacity and capabilities as well as that of his client partners. With a Masters of Science in Innovation and Masters in Tri-Sectorial Collaboration, he shares fresh perspectives on multi-modal thinking for new times in the areas of design thinking, tri-sectorial thinking and futures thinking to strengthen organizational resilience and sustainability.


Leadership is transformative work and results take practice. As a practitioner, he applies coaching and systemic thinking within his own organization to hone the Heartset, Skillset and Mindset of his team and partners.


It is through witnessing first hand the impact of systemic coaching in his own life that he decided to bring this to APAC so that more people would be able to access these tools to ripple impact in their own communities and organization.


Elf Coaching is currently CRR Global's Global Alliance Partner for Singapore & Malaysia, Philippines, Australia and New Zealand for an ICF Accredited Programme called Organisational & Relationship Systems Coaching (ORSC).

Farhann prides himself in working behind the scenes, we thought the picture is apt.

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Elfarina Zaid




Elf Coaching | CRR Global Partner

- Singapore, Malaysia, Philippines, Australia, New Zealand

Co-Founder | Managing Partner

A human growth partner focused on humanizing organizations.

  • LinkedIn

Elfarina co-founded Elf Coaching in 2009 with the purpose of delivering custom designed experiential and executive education programmes which demonstrate the best combination of Asian values with leading global practices in the areas of human capability and leadership with a focus on Coaching, Leadership Development, Innovation and Partnerships. Elf Coaching is currently CRR Global's Global Alliance Partner in APAC for Singapore & Malaysia, Philippines, Australia and New Zealand.


Believing in the courage to be ‘Creators of Value; Leaders of Impact for a Better Age’, Elfarina supports organisations to build and manage multi-dimensional leadership and innovative partnerships to address the current volatile and ambiguous climate. She has deep knowledge of Asian culture and employs systems thinking and process facilitation in various areas of strategic planning, human capital development and employee engagement.


Based in Singapore and with an international reach, she is an Internationally Certified Coach (CPCC, ORSCC, PCC) and Accredited Partnership Broker with extensive experience working with private clients, leaders and organisations across the private and public sector. She blends her corporate experience of luxury brand management, community role as Director of Strategic Development with Singapore Business Council, UAE; with her acute sense of cross cultural understanding having lived and worked in Australia, Europe, Asia and Middle East over 8 years. Her diverse career spans hospitality, events and luxury brand management for over a decade with Vacheron Constantin, Emirates Airlines and Progolf (Golf Distributor in the MENA region).


Elfarina is Faculty of CRR Global for ORSC programs as well as Faculty of CTI for Co-Active programs; both of which are leading ICF Accredited coaching training schools in the fields of individual and executive, systems and team coaching. She is an Associate Coach and Facilitator with the Singapore Civil Service College working with various Ministries, Agencies, Statutory Boards and public institutions. She is also an Adjunct Faculty with NUS Lee Kuan Yew School of Public Policy, delivering Executive Education programs.


Elfarina is a recipient of the Global Leadership Coaching Award by the World Coaching Congress and International Coach Federation Cultural Competency Scholarship Award. She has spoken at several industry conferences globally and is a published author. Some of her partnerships include Schlumberger, Volvo, Ford, Tapestry: COACH | kate spade, Google, Lego, EOS, SMU, NUS, ENBD, RHB, Clarins, and governments across Asia. Having lived across APAC, Middle East and Europe, she finds home with her husband (and business partner) and 2 daughters.


Accreditations / Certifications:

  • Professional Certified Coach by ICF

  • Certified Professional Co-Active Coach (CPCC)

  • Organisation and Relationship Systems Certified (ORSCC)

  • Masters of Science in Innovation (MSc)

  • Hogan Leadership Assessment Licensed

  • Working knowledge of LSI, Birkman, FIRO-B, 360 Assessment, Gallup Surveys

  • Executive Education: Babson College, US | ESSEC Business School, France


Awards and Achievements:

  • Global Leadership Coaching Award by World Coaching Congress

  • International Coach Federation Cultural Competency Scholarship

  • Published Journal: In Search of Asian Conceptions of Leadership with Focus on Mindfulness by World Scientific Publishing

  • Presented Conference Paper: Improved Employee Retention and Focussed Action at International Petroleum Conference, KL, Malaysia

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Faiz Gani



Elf Coaching | Program Catalyst

Uplift and bring out the best

in everyone.

Faiz Gani is a program catalyst that specialises in facilitating all the programs in ELF. His work practice is profoundly based on strategic thinking but also always lead by a hint of intuition. With a background in the airline industry, he puts the best interest of his customers and co-workers as priority and applied his organizational skills and natural charisma to help anyone around him bring the best in themselves or ensuring a pleasant flight for his customers.


Being the program catalyst for ELF, his role ensures a smooth and fuss-free process for our participants, pre, during and post program. His selflessness draws existing and future participants and helped them feel at ease every time they need to drop an enquiry. His direct and honest approach to his work enhance and build a strong connection with the general public or the participants he tries to help.


Having a passion to be the connection for ELF to NLP, TLT and Hypnotherapy, he aims to incorporate his area of practice into the ORSC experience as he found that the brand ethos of ‘humanising organisation’ rings well. Faiz believe that through this aspects of systems coaching, it can help our participants grow their professional and personal brands to their full potential.


With a background in music, Faiz is an exceptional keyboardist and guitarist with a penchant for musical arrangements and performing live with his band. Having performed for local TV stations, notable night spots in Singapore, he always brings his quirky and creative self through sincere melodies and arrangements that might just tug at your heart strings. His years of performing with the live band amalgamates his ethos of marrying his passion and talent through drive and practice. 

Faiz also radiates positivity. His personal mantra in life is ‘There’s always a better way for everything.’. This stems from his belief that it is important to always uplift and bring out the best in everyone. This trait is evident through this interaction with ELF team. He also highly advocate for practicality and being nice, where he will candidly quip, ‘Can’t be nice, don’t be nasty’.





Elf Coaching | Brand And Experience Catalyst

Embrace change and your life becomes an adventure.

A visual communicator living in Singapore. His works are focused on editorial design, brand identities, logos and all kind of printed matter. The imaginative worlds staged by Hakim are infused with nostalgia and inspired by unexplored spaces, patrimony, knowledge transmission and encounters.


With a background in media and industries, his works are focused on editorial design, brand identities, logos and all kind of printed matter. His portfolio covers a wide range from fashion styling, graphic design to visual merchandising such as furniture and clothing articles. Inspired by everything around him, he stuck by this motto by, Vogue’s former creative director, Grace Coddington, ‘Never sleep in the bus’ and choose to infuse his work with unexplored spaces, patrimony, knowledge transmission and encounters.


His previous stint with the fashion industry, specifically, a local menswear label, has helped him apply his skills that drives beautiful imagery for the brand, online conversions and communicating brand flavor to the general public. All his efforts has led his clients flourish and landed him coverage in 2 episodes for a lifestyle program in a local TV station.


He graduated with BA (hons) in media and industries from Lasalle College of The Arts Singapore. His work during his final year in University has also found its way to international publication like Blurring The Lines™ and Nowness.


Having a penchant for curating the customer journey through impactful content, he aims to create strategic solutions by the likes of sleek design, creativity and innovation. You will see glimpse of his work whenever you subscribe to the brand’s content and realize how much he stresses on building the brand’s personality so that it connects to you, it’s audience, while increasing the value of our product.


He resonated with an aspect of the brand’s program on how in system work, it is always in the constant state of emergence therefore his practice is always under construction. You will realize that his work is not attached to any particular style, and he approach the visual identity of the brand as an open adventure that opens a question that will draw people in. He aims to move the current boundaries revolving around the coaching industry to what people are used to seeing and experience.

It was well organized and the speakers were carefully selected and expert on their fields. The topics presented were useful in running the day-to-day operations.

s.Andreea Milhalcea

Bucharest Chamber of  Commerce

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