Leading with Clarity in Times of Change: Troy Stang’s Vision at MAXX 2025

Posted by Alyse Knudsen on October 23, 2025

GoWest President and CEO Troy Stang

Credit union leaders gathered at the MAXX 2025 heard a powerful message from Troy Stang, GoWest’s President and CEO: Bold leadership shines brightest under pressure.

“This isn’t just a crowd, this is our movement,” Stang began. “And we’re all in one room together this week. You’re bringing your focus this week, your energy, your purpose, and sense of curiosity to this essential moment. This is MAXX, and we call it that for a reason!”

MAXX Emcee Mike Lawson

He urged credit unions to stay grounded in their cooperative values and to resist outside forces that seek to divide the movement. “In moments of uncertainty, the real question isn’t ‘What are we going to do?’ but rather ‘Who are we going to become?’’ shared Stang.

“Bold leadership means we are going to be ready for that moment. Not reacting to it but rising to that moment,” he said. “Leadership shows up in the hard choices — the messy middle as they say — and that is our moment.”

Audience members at the MAXX 2025 Vision Speech

Stang highlighted the work of Oregon credit unions as an example, pointing to their “shared prosperity” campaign and their collaboration on affordable housing and financial access. He reminded leaders that the credit union model depends on ensuring members have a voice and that democratic governance is reflected in everyday decisions.

“Bold leadership means that we’re going to be ready for that moment. Not reacting to it, but rising to that moment. Not waiting for certainty, but creating clarity in the moment,” he continued, “Our DNA calls us to rise together, especially when others try to divide us. Any splintering weakens our cause, while unity will make us unstoppable.”

That unity, he noted, has led to strong advocacy outcomes across the GoWest region, including congressional reaffirmation of the credit union tax exemption.

“When we stop playing defense and start owning our narrative,” Stang said, “we not only influence opinion — we shift beliefs. That’s unity with purpose.”

Following his remarks, Stang shared that many attendees asked him his thoughts on the best way to promote unity within the Movement. His response was clear: true strength comes from how each of us shows up. This is a call to every leader — to lean in, to collaborate, and to carry the cooperative spirit forward. Because unity isn’t something we wait for; it’s something we create together.

Audience members were asked to submit words they felt strongly represent leadership within the Credit Union Movement

Posted in Leadership, MAXX, MAXX Keynote Speakers.