Ashley McGuire ZeMans ~ LifePlay Founder & CEO

Ashley McGuire ZeMans

LifePlay Founder & Executive Director

Ashley McGuire ZeMans has been the passionate and visionary leader of LifePlay since its formation in 2006. Fueled by the belief that every human has potential for great love and great achievement, Ashley mentors her team and the community of LifePlay students, parents, and educators in tapping their amazing potential in relationships, life, love, and the arts. Ashley believes in being a constant student and teacher, and tackling life's challenges with a robust attitude of acceptance and positivity.

A master at conflict resolution via restorative practices and an accomplished teaching artist, Ashley's is also a gifted Behavioralist, a Restorative Practices and Response Specialist, relationship coach, and highly impactful public speaker. Beginning her career as a theatre director, Ashley first awakened her unique powers in weilding theatre arts for personal transformation, orchestrating teams toward a unified purpose, and demonstrating incredible success through intentional collaboration.

Ashley commits herself to cultivating personal growth for the entire LifePlay family, is her team's greatest cheerleader, and ensures every LifePlay'er is fulfilling their personal dreams by doing the work that makes them most passionate.


  • Collapse to hide description... Chief Financial Officer - Reuven Rubinson, CPA
    Chief Financial Officer - Reuven Rubinson, CPA

    Reuven RubinsonMr. Rubinson received his MBA from New York University and brings 35+ years’ experience as a practicing CPA. He worked at several CPA firms in the New York area, specializing in Wall Street clientele. In California he has worked with numerous start-up companies. He acted as the controller of a software technology company which raised over $10,000,000. He assisted a local company complete a reverse merger to become publically-traded, acted as their CFO, and provided accounting and tax services. His responsibilities included supervising finance, SEC and Sarbanes-Oxley compliance, acting as de-facto in-house legal counsel, supervising human resources and reviewing and approving contracts and press releases.

    Mr. Rubinson’s CPA practice includes accounting, tax, business and computer consulting services, interim CFO and controller services, as well as consulting with numerous entities in the raising of capital and preparing business plans and financial projections and developing and implementing accounting, internal control and data-processing systems. In his "spare time" Mr. Rubinson serves on the board and acts as the treasurer for numerous nonprofit organizations. In addition, he is a volunteer usher at the San Diego Symphony, Old Globe, La Jolla Playhouse and numerous other theaters and venues.


  • Collapse to hide description... Director of Research & Development - Robin Spruce, Ph.D
    Director of Research & Development - Robin Spruce, Ph.D

    Robin Spruce, Ph.DRobin Spruce is a lecturer at the School of Education and Leadership Studies and in the College of Arts and Sciences at the University of San Diego. She earned a PhD in Education from Old Dominion University in August 2012. Robin's work prior to pursuing her PhD has shaped her research and teaching interests. Her work includes middle and high school Spanish teacher, Special Educator, and yoga instructor. In addition she spent several years as a museum teacher at a living history museum.

    Building from this experience, Robin pursues research in sense of community and the influence of community on learning, self-regulated learning and metacognition, and how to create professional development for teachers that leads to their own personal growth and that of their students.


  • Collapse to hide description... Director of Coaching Services - Cathy Northcutt
    Director of Coaching Services - Cathy Northcutt

    Cathy NorthcuttCathy Northcutt is a Relationship Coach and Restorative Practices Specialist and serves as LifePlay's Director of Coaching Services providing staff development training in coaching, relational, and restorative practices. Cathy is also a former certified parent educator with the International Network for Children and Families and taught the Redirection Children's Behavior 15-hour parenting course along with various workshops on parenting skills. A peacemaker, she envisions a world where individuals and families enjoy more peace and harmony at home, and as a result, a ripple effect of more peace and cooperation in schools and amongst peoples and nations.

    Her mission is to teach people how to create healthy relationships that transcend frustrations to experience unconditional love, safety, and freedom through a comprehensive understanding and experience of high-quality communication. Cathy’s coaching/teaching style is peaceful and practical.

    She is a graduate of Coach University and currently working towards International Coaching Federation professional certification. She earned her Bachelor of Business Administration from University of San Diego and is currently pursuing a master's in Higher Education Leadership at USD. Cathy’s manifesto: "Beyond right thinking and beyond wrong thinking, there is a field, I will meet you there." (Rumi)


  • Director of Theatre - Rachel Hoey

(DID YOU KNOW?  All LifePlay Teaching Artists are PlaySafe™ certified!)




LifePlay ~ Emotional Intelligence & Life Skills Programs



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Favorite Quote:
"The most common way people give up their power is by thinking they don't have any."
- Alice Walker