Shelly McElroy is the visionary CEO of the multi award winning Dream Culture. Shelly has worked in hospitality since the age of 12, and loves sharing the learnings of her journey. Shelly is dedicated to driving sustainable cultural change and transformational leadership programs and received a Global Stevie® Awards for Thought Leadership in 2025, and Best Business Coach in 2024.
Through Dream Culture, Shelly delivers strategic leadership programs across Australia, Europe and New York City. Her expertise lies in coaching leaders to think differently, fostering collaboration, and embedding cultural change that drives tangible business results.
A sought-after speaker and master facilitator, Shelly is recognised for her dynamic approach to leadership development, blending experiential learning, behavioral insights, and real-world strategies. Her impact has been instrumental in guiding hospitality leaders to build future-focused workplaces.
When did you start your business?
February 2023
What was the inspiration behind starting this business?
Having been bullied and part of a toxic culture, it became a living nightmare. My inspiration is to help businesses do better to create a culture by design where people feel welcome, safe, valued and respected.
What are you most excited about in your business?
The growth trajectory and the impact we hear from our work our clients put to the test. Disrupting a way of working led one of our clients to a multi million dollar unlock by reversing their strategy to customer facing.
What has been the most challenging thing about starting your business?
The Cost of living crisis and the impact to small businesses across Australia.
What advice would you give to other women thinking about starting a business?
Figure out what you will sacrafice and what you wont. Its a bit like having a baby in some ways. There is never the perfect time however the reward is spectacular. Work life balance, school holidays with the kids, designing your own flexibility creates a happier household if everyone is on board.
Why did you enter the AusMumpreneur Awards?
I have only heard amazing things about the credibility around this and i liked the true essence of women supporting women.
What did you enjoy the most about being part of the awards?
The group chats and connection to learning from others.
What surprised you most about the awards?
The calibre of excellence from across Australia and the amazing stories of the unsung heros.
How did the awards help you in your business?
It has given a boost to the brand to our credibility to rewarded nationally.
What advice would you give to other mums thinking about entering the awards?
Back yourself and tell your story. You will surprise yourself and dont use AI, write from the heart.
What has been the best thing about starting your own business?
The reward of the quality of family time while all our family live in Europe. It gives us the ability to create the time and space we need to enjoy each other. I’ve hired an incredible teammate, Julie Davaine. We have the ability to work in amazing places like LA, Bali, New York and across Australia together. The best in the change leaders make that impacts their work, their teams and their lives.
What’s happening next in your business?
We just launched an incredible Culture compotency program for the hospitality industry which is pretty ground breaking and innovative.
What are your big plans for the future?
To be 1% better in all that we do.