Michelle Manook | CEO | FutureCoal
Michelle Manook, the CEO of FutureCoal, has carved a unique path in the mining industry, blending leadership with a passion for innovation and sustainability. With nearly 30 years of experience across energy, oil, gas, and government sectors, her journey to becoming a key figure in mining has been defined by adaptability and resilience. From working in iron ore to overseeing mining services, Michelle has embraced every opportunity to drive positive change. In 2019, she stepped into her role as CEO of what was then the World Coal Association, leading the organization’s transition into FutureCoal—a bold move symbolizing a forward-thinking approach to coal’s role in society. At EliteX, we are proud to have Michelle Manook as part of the edition: Trailblazing Leaders in Mining, 2024.
In November 2023, this rebrand marked a critical moment in the coal industry. It signified not just a change in name but a shift in strategy, reflecting a commitment to positioning coal as an innovative and sustainable resource. Michelle’s vision is clear: to ensure coal remains relevant by embracing modern solutions that meet evolving energy and environmental demands. For Michelle, leadership is not just about holding a title but about striving to improve continuously. “Leadership is about being brave, not popular,” she explains, acknowledging that guiding an industry as complex and controversial as coal requires courage. Michelle’s passion for the mining sector stems from her belief in the critical role it plays in modern life, providing resources essential to billions of people worldwide.
“Deploying technologies that qualify coal to participate in a decarbonized and sustainable world profoundly contributes to poverty alleviation, economic progress, and our daily modern lives.”
Throughout her career, she has witnessed the disconnect between public perception and the reality of mining’s contributions. This has driven her to promote a narrative that emphasizes the industry’s potential to uplift communities and foster economic progress. “The opportunity lies in bridging the gap between what people perceive and what mining truly offers,” she notes. Leading FutureCoal has not been without challenges. Coal is often portrayed as one of the most controversial energy sources, facing emotional and polarized debates on a global scale. “At some point, you have to tune out the noise and focus on the facts,” Michelle says. She recognizes the importance of acknowledging coal’s shortcomings while committing to improvement and sustainability. One of the biggest hurdles has been the lack of unity within the coal industry, with many stakeholders failing to advocate publicly for the resource’s benefits. However, Michelle sees this changing as a new generation of coal leaders emerges—leaders who are adaptive, inclusive, and forward-looking. Together, they are working to promote coal as a key player in sustainable development through innovation and advanced technologies.
The rebrand to FutureCoal is an example of how the organization is shaping this transformation. By fostering collaboration across the coal value chain and focusing on equity and innovation, Michelle aims to ensure coal continues to play a meaningful role in the energy transition. Michelle’s approach to staying ahead involves continuous learning. “I read a lot—not just about mining but about the world and how it’s changing,” she shares. She believes that understanding different perspectives and questioning assumptions is essential for effective leadership in mining. FutureCoal adopts a unique strategy by focusing on education and factual engagement rather than defensive arguments. The organization promotes coal’s benefits with clarity while being honest about the need for continuous improvement. Through initiatives like the Sustainable Coal Stewardship (SCS) framework, FutureCoal aims to present a broader view of coal’s contributions to economic, social, and environmental progress.
Technology plays a central role in Michelle’s vision for FutureCoal. The SCS framework emphasizes opportunities for innovation at every stage of the coal value chain. From electrified mining equipment to AI-powered safety systems, technology is transforming the way coal is mined and used. Drones, for instance, are enhancing safety by providing precise surveying capabilities, reducing the need for manual labor in dangerous environments. FutureCoal’s members, including industry giants like Komatsu, Caterpillar, and Coal India, are leading the charge in adopting advanced technologies. Autonomous mining operations, digital twins, and methane management systems are setting new standards for efficiency and sustainability. Beyond mining, coal waste is being repurposed for products like cement and carbon fiber, demonstrating the potential for a circular economy.
“At some point, you have to tune out the noise and focus on the facts—acknowledging where we’ve fallen short and committing to doing better.”
For Michelle, one of the proudest moments in her career was leading the transformation of the World Coal Association into FutureCoal. This journey, which culminated in November 2023, represented a bold step toward a more inclusive and innovative platform for the entire coal value chain. The rebrand was more than just a name change—it symbolized a collective effort to unite coal stakeholders and advocate for sustainable progress. “It’s not clear how successful FutureCoal’s journey will be over the next five years,” Michelle reflects, “but the best chance for coal to continue making its necessary contribution lies in unity and innovation.” Her leadership is often described as resilient and authentic. Despite the challenges of public opposition and polarized debates, she remains committed to promoting facts over emotions, creating a path forward for responsible coal use.
Sustainability is at the heart of FutureCoal’s mission. All members of the organization are required to sign the Responsible Coal Principles (RCP), which align with the United Nations’ Sustainable Development Goals. These principles guide FutureCoal’s efforts to promote responsible investment in sustainable coal technologies across developing and developed regions. Michelle is clear about the role coal can play in addressing climate change. “Addressing climate change is not about eliminating fuels but embracing them with the right technologies,” she explains. Advanced technologies can reduce emissions by up to 99%, making coal a viable and sustainable energy source when deployed effectively.
At FutureCoal, managing a diverse global membership requires respect and a focus on common goals. Michelle emphasizes the importance of finding shared interests rather than differences. “Every coal geography has national and international agendas,” she says, noting that FutureCoal’s approach involves balancing these priorities to foster collaboration and continuous improvement. Through knowledge-sharing, innovation hubs, and best practice exchanges, the organization aims to modernize the industry while promoting operational excellence and safety. Michelle believes that resilience, courage, and a future-focused mindset are critical qualities for mining leaders today. She candidly admits that leadership in the coal industry can be challenging, with opposition from influential stakeholders. “It’s easy to lose your footing in this debate,” she acknowledges. However, she advises leaders to focus on long-term goals and seek strength through unity.
Her advice to young professionals entering the industry is simple: “Be inquisitive. Ask lots of questions. Understand the role of mining in humanity, and communicate that understanding in everything you do.” Looking ahead, Michelle envisions a mining industry driven by technology and sustainability. She believes that future coal companies will adopt more integrated business models, extracting greater value per ton of coal to achieve both economic and environmental benefits.
FutureCoal aims to lead this transformation by advancing its Sustainable Coal Stewardship framework, promoting cleaner technologies, and advocating for industry-wide reforms. Through strategic partnerships and responsible investments, the organization seeks to position coal as a key player in a sustainable, decarbonized future. Michelle Manook’s leadership at FutureCoal reflects a commitment to innovation, sustainability, and unity. By embracing new technologies and fostering collaboration across the coal value chain, she is shaping a future where coal can continue to contribute meaningfully to society. With a focus on facts, transparency, and responsible practices, Michelle’s vision for the future of mining offers a path forward—one that balances progress with environmental responsibility. Through her efforts, FutureCoal is paving the way for a more resilient and sustainable global coal industry.
“Leadership is not found in a job title; it’s in a genuine intention to always be better than I was yesterday. Lately, it’s been about being brave, not popular.”
