Today we’d like to introduce you to Toni Will.
Toni, we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey began in banking, where I built a strong foundation in finance, leadership, and relationship management, but I quickly realized I wasn’t meant to stay there. Born and raised in Kalamazoo, this community has always been home, and that path eventually led me into professional hockey, where I carved my way forward through persistence, adaptability, and a deep belief in my ability to lead. Today, I serve as the General Manager and Governor of the Kalamazoo Wings, and I have been with the K-Wings for 11 years, becoming the first female Governor in the ECHL and the first female Executive Committee member for the League’s Board of Governors. I also created the ECHL Women In Sports resource group to lift women up in sports, provide mentorship, and create space for connection and growth across the league. I continue to proudly lead within professional hockey while expanding other areas of my impact.
Five years ago, I made the intentional decision to live alcohol-free, a choice that became the catalyst for an entirely new chapter. What started as personal clarity transformed into purpose, and I launched my own coaching and empowerment business to help others explore their relationship with alcohol, leadership, and self-trust. That evolution led to my work as a TEDx speaker, the creation of the Women In… podcast, the empowHER conference, and now my first book, scheduled for publication in August 2026.
My story is one of reinvention without resignation. I didn’t leave one life to create another. I expanded it. I remain deeply rooted in professional hockey while building a platform that empowers others to challenge the norm, own their story, and lead with intention.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it has definitely not been a smooth road and I actually wouldn’t want it to be. The struggles shaped me into the leader and woman I am today. Navigating a male-dominated industry came with moments of doubt, having to prove my credibility repeatedly, and learning how to hold my ground in rooms where I was often the only woman. I’ve faced burnout, imposter syndrome, and the emotional weight of carrying both visibility and responsibility at a high level.
On a personal level, one of the biggest challenges was recognizing that the way I was coping wasn’t sustainable. Choosing to live alcohol-free five years ago was not easy, but it required me to confront parts of myself I had spent years avoiding. That process was uncomfortable, emotional, and deeply transformational.
There were also moments of reinvention where growth felt lonely and uncertain. But every challenge refined my clarity, strengthened my voice, and reinforced my belief that leadership isn’t about perfection, it’s about resilience, self-awareness, and showing up even when the path feels heavy. The obstacles didn’t slow me down. They sharpened me.
As you know, we’re big fans of Kalamazoo Wings. For our readers who might not be as familiar what can you tell them about the brand?
The Kalamazoo Wings are more than a professional hockey team. We are a 50+ year legacy brand rooted in community, connection, and entertainment, and we take immense pride in the role we play in Southwest Michigan. As General Manager and Governor, my role goes far beyond wins and losses. Our organization specializes in creating unforgettable live experiences where hockey is the heartbeat, but the atmosphere, energy, and fan engagement are what truly define us. We are known for being bold, innovative, and willing to push boundaries, whether that’s through creative theme nights, record-breaking activations, or immersive fan experiences that keep people coming back season after season.
What sets the K-Wings apart is our commitment to being an entertainment-first organization while still respecting the integrity of the sport. We focus heavily on culture internally and experience externally. From our front office to our game presentation, we pride ourselves on being collaborative, community-driven, and deeply connected to our fans. Our brand is fun, authentic, and unapologetically Kalamazoo.
What I am most proud of is the culture we have built. We prioritize people, passion, and purpose, and it shows in how our team shows up, how our fans feel, and how our partners engage with us. We are also preparing for the future with intention as we move toward a new arena in 2027. The K-Wings are not just maintaining relevance; we are redefining what a minor league hockey experience can be.
I want readers to know that when you walk into a K-Wings game, you’re not just attending a sporting event. You’re stepping into a community celebration, a high-energy experience, and a brand that is proud of its history but fearless about its future.
What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned is that success without alignment will eventually cost you peace. For a long time, I believed pushing harder, proving my worth, and staying “strong” no matter what was the only way forward. What I’ve come to understand is that real leadership begins with self-awareness, not self-sacrifice. Choosing to live alcohol-free was a turning point in that realization. It taught me that clarity is power and that the bravest decision you can make is to stop living on autopilot and start living with intention.
I’ve learned that growth doesn’t come from perfection, it comes from honesty. From uncomfortable conversations. From trusting your inner voice even when it disrupts the familiar. The most valuable skill I’ve developed is the ability to pause and ask, “Is this aligned with who I am becoming?” That question has changed how I lead, how I love, and how I show up in every space I occupy.
The lesson is simple but profound: you don’t have to abandon yourself to achieve greatness. In fact, the more you honor who you truly are, the more powerful your impact becomes.
Contact Info:
- Website: https://kwings.com/
- LinkedIn: https://www.linkedin.com/in/tonildaniels/
- Other: https://www.toniwill.com/
