Diving into you, with YUOLOGY

In April I joined Tonia Mattu, creator of YUOLOGY and YuSchool, to document one of her master class sessions held at L’Atelier Coworking space in Gastown.
I asked Tonia to share why she created YUOLOGY.

My name is Tonia and I’m the founder of YUOLOGY, the study of you.

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I believe that people are the most successful once they know who they are, and I’ve come up with a framework to help them gain confidence and clarity in the process – called YuSchool. Now that I have over 500 students, I can truly say that success starts the moment you choose to be you, and it’s an absolute honour to witness this transformation in people’s lives.

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I was inspired to start YUOLOGY after witnessing people lose their jobs during the 2008 financial crises, and as a result, lose themselves. I saw that people were losing their identity (self worth) as a result of something they had no control over, and I wanted to help.

I therefore created YUOLOGY as a way for people to gain confidence and clarity in who they are, so they can remain grounded and stable during the external challenges of life. I now work with modern women in transition who are experiencing any level of change in their careers or lives and want to reinvent themselves.

Just a few years ago, if someone had told me that connecting with myself would be the most important factor to my success, I probably would have laughed out loud. I’m one of those girls who knew what she wanted from day one. Born and raised in a small town on Vancouver Island, I high-tailed it to the city as soon as I could.

I worked abroad in Sydney, Australia, then chose Vancouver, Canada as my home base. From there, I travelled to over 30 countries, and visited (almost) all the continents (I skipped Antarctica — too cold for this hot-blooded girl!).
In Vancouver I had what appeared to be the perfect life — great corporate job, good friends, a sweet little downtown apartment… but I was still craving a bigger, more meaningful life. So I gave it all up, and moved to New York City.

Without a single contact, work visa, or job offer in my corner, I hit the pavement in one of the toughest city in the world.
I hustled like a fiend, and had a lot to show for it. I arranged 144 meetings, and was presented with six job offers. But then, one by one, the offers fell through. Visa restrictions, difficult HR policies — you name it, I faced it.

With every roadblock I hit, I felt the light inside me dim. My confidence, which I’d considered unshakable, took a massive hit.

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Until finally, one freezing winter day, I found myself in Central Park. I had no job, I was running out of money, and I felt completely alone. It felt like everyone had somewhere to be except me.
I had no idea what I should do with my life. For the first time ever, I couldn’t do anything but ask for help. I asked for a sign. I pleaded for guidance, and when I opened my eyes and looked down — I kid you not — I saw my name, TONIA, engraved in the pavement at my feet.
And then it hit me: Success had nothing to do with external factors, and everything to do with me.

Image of a woman in an emerald green dress greeting other women with hugs before the start of a workshop in Vancouver

I had grown so disconnected from myself; I had to stop looking outward for my answers, and needed to start looking within.

The next few years were all about studying myself. I dug into NLP training, became a certified coach, and worked as a consultant doing mindset motivation and confidence building with Goldman Sachs professionals.
During the 2008 financial crisis I coached execs from US News, MSNBC, CBS, and Time Out New York. Over and over again, I saw the devastating impact of people disconnecting from their true selves, losing confidence and clarity, and struggling on their path.
I was aching to remind them of who they are, and to lead them back to success. So I created YUOLOGY — the study of you.

Photography by Angela McConnell-20180422-_DSC2532

YuSchool is a transformational six-week course designed to give you confidence, clarity, and the courage to design your dream life. www.startyuschool.com

Image of a ring bound booklet for the Yuology Master class by Tonia Mattu sitting on a wooden table

You can find out more about Tonia and YuSchool by following her on



Or join the Yuology community on Facebook

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