Proven Experience Guiding CEOs and
Owners to Success and Growth

After 15 years of leading corporate training and organization development teams within Midwest companies, Dan launched Loichinger Advantage LLC in 2007. Dan believes in the competitive advantage executive coaching and development will deliver to his clients.

Today, he chooses enduring relationships and retainers over one-off projects and short-term engagements when serving clients on growth and leadership initiatives.

While leadership was not always a popular investment in times of economic recession, Dan had the courage of conviction to believe leadership is a lever to achieve great success. In addition to his strong beliefs, he has a record of making mistakes and achieving incredible gains. Fortunately, yesterday’s mistakes turn into insights for today’s clients.

In addition to his work as an executive coach and roundtable facilitator, he believes in investing back in young professionals and his community. Dan has mentored others, participated in his children’s activities, and served on area non-profit advisory boards for many years, including the Association for Talent Development (ATD), Greater Madison Society for Human Resource Managements (GMA SHRM), Madison Area Quality Improvement Network (MAQIN), Salvation Army of Dane County, and the Middleton Endowment, an affiliate fund of the Madison Community Foundation.

He and his wife Lisa have been neighbors and friends to others in Middleton, Wisconsin for more than 30 years, and travel regularly to the mountains of Colorado and great lakes of Wisconsin. Their favorite journeys allow them time to visit family, hike, ski, bike and visit new destinations. Their sons Patrick and Ben live and work in Denver, Colorado, and daughter Kate lives and works in Milwaukee.


2018 will not only bring new coaching clients and additional growth in both his Chief Executive and Key Executive roundtables, but personal highlights as well. His son Ben will be getting married in December, and in July, Dan and friends will be looking to complete the Triple Bypass in Summit County Colorado. This bike ride is in its 30th year, providing good friends the opportunity to bike 120 miles, across three mountain peaks, with nearly 12,000 feet of elevation gain – all in one day.

Stay tuned.