Business Owner Crush: Sarah Tilkens, CEO & Founder The KPI Lab

In celebration of Women's History Month, we sat down with Sarah Tilkens to talk about leadership, adaptation, and the power of building your own path. As a certified coach, CEO, and mother, she's built a company that transforms how businesses approach problem-solving while creating spaces where authenticity meets excellence.

You’ve made transitions from science to construction to manufacturing. What inspired these moves and how did your journey lead up to founding The KPI Lab?

There wasn’t really a grand plan or singular inspiration behind each move—I’ve just always had a deep desire to learn and grow. Over the years, I’ve come to realize that I’m both highly flexible and deeply adaptable. I rarely run from something—I run to things that light me up. I’ve been guided by a mix of wanting to create value and, honestly, wanting to be seen.

The KPI Lab came to life because I wanted a space where all the parts of me—coach, builder, strategist, dreamer—could come together. A place where I could serve clients from my highest self. It’s a space I created not just to work, but to belong.

As a woman in male-dominated industries (construction, manufacturing), what challenges did you face, and how did they shape your approach to leadership and problem-solving?

Oh, there have been plenty of challenges—especially in construction early on. I didn’t always get the respect I deserved, and that hit hard. What helped me was knowing my worth and not letting other people define it for me. I leaned heavily into an analytical mindset—focusing on the work, understanding the problems, tracking impact—so I didn’t have to rely solely on people’s opinions.

I was raised by a powerhouse woman and grew up watching women in my life crush it—in leadership, in motherhood, in life. That shaped my own belief in what’s possible. It also made me hyper-aware of the unseen value women bring to the table. That awareness fuels how I advocate for and champion women on every team I lead.

You mention never quite fitting in, which led to creating your own space. What advice would you give to other women who feel like outsiders in their industries?

Know your worth—and find people who will remind you when you forget. Life is hard, and community is everything. I have an amazing tribe of women who see me, hear me, and lift me. They’re my mirror on the days I can’t see myself clearly. Build that circle. You deserve it.

As a mother, certified coach, and CEO, how do you approach work-life integration?

Honestly? I’ve never had too much trouble doing it all—but that’s because I’m ruthless about priorities. I outsource the things that aren’t my zone of genius so I can stay focused on what matters most.

And my morning routine is sacred. Before I take care of anyone else (hi, toddler life), I take care of me. I journal, I read, I move. I fill my cup before I pour into others.

Your company emphasizes teaching problem-solving rather than just providing solutions. What moment made you realize the importance of this?

Becoming a coach changed everything. I used to think I had to teach people my way—train them, show them the steps. But coaching taught me that true empowerment comes when people build their own way.

Now, I think of it like this: we don’t just train skills—we build people. I help folks understand who they are, what their superpowers are, and how to develop a problem-solving mindset that’s authentic to them. Then, I give them the tools and put them in the gym—and I coach their form while they lift.

Looking ahead, what changes do you hope to see for women in technical and leadership roles?

I want more women in leadership to give themselves permission—to be a leader and a mom. To say yes to what lifts them up, and no to what doesn’t, without guilt or fear. That shift changes everything.

What are the three biggest business lessons you’ve learned since starting The KPI Lab?

• First, it takes an army—find your tribe. You will need them.

• Second, run the experiment. We don’t always know what’s needed—clarity comes from movement.

• Third, make sure you’re having fun. When I’m having fun, I’m magnetic. So I aim for that.

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