Notes on building the business side of your practice, one focus at a time.
Practical ideas on marketing, systems, AI, and growth for health and wellness professionals, plus the Monthly Edit and stories from practitioners who've built something worth learning from.
Get cozy, grab some matcha, and let's dig in.
The HEA Professional Membership Has Been Rebuilt
If you’re already an HEA Professional Membership member, you’re about to notice some pretty significant changes. And I want to give you the full picture of what’s changing, why I changed it, and how the new membership is designed to support you differently going...
October 2026
In this edition Monthly Business Reset This Month’s Business Move Content Inspiration October Wellness Photo Inspiration Inside HEA This Month Welcome to the first HEA Monthly Edit ✨ I’ve been sending the HEA Community Kit every single month for more than 10...
Why Your Business Needs a Focus, Not Another To-Do List
Most wellness professionals I talk to are not short on ideas. They are short on certainty about which idea deserves their attention right now. There is always something else you could be working on. Your website could use an update. You could finally create that lead...
The 3 Systems Your Practice Needs Before You Need More Clients
When a practice feels slow, the instinct is usually to focus on getting more people in the door. More visibility, more content, more referrals, more leads. Sometimes that is exactly what the business needs. But not always. One of the patterns I see with newer wellness...
The Business Context AI Needs Before It Can Actually Help You
If you have ever asked AI to write a post, brainstorm an offer, help with your marketing, or think through a business decision and thought, well, this sounds pretty generic, there is a good chance the problem was not your prompt. It was the context. AI can only work...
How to Talk About Your Work So the Right People Understand It
Most practitioners are very good at explaining what they do to other practitioners. The harder part is explaining it to the person who might actually hire them. Part of the problem is that we naturally describe our work from the inside out. We talk about our training,...
Inspirational Entrepreneur: Cynthia Thurlow, Nurse Practitioner, Functional Nutritionist
After working in a traditional Western medicine model for many years, Cynthia Thurlow began exploring alternative healthcare options in an effort to help her son’s severe eczema. Now, Cynthia runs a predominantly virtual practice as a Nurse Practitioner and Functional...
Inspirational Entrepreneur: Jill Troderman, Holistic Nutritionist
After her own frustrating experience of struggling with hormone imbalance and receiving no beneficial assistance from her doctor, Jill Troderman decided to go to school for holistic nutrition and figure out what was going on with her own body. Now, she is an...
Inspirational Entrepreneur: Mila McManus, MD
When Dr. Mila McManus became a medical doctor, she assumed she would learn how to cure the many chronic ailments that had plagued her since youth. Instead, by the end of her residency, she found herself on 12 prescription drugs and feeling worse than ever. Once she...
Inspirational Entrepreneur: Maryann Stone, Functional Medicine Certified Health Coach
Inspired by her own experience of thriving in spite of health challenges that traditional medicine could not address, Maryann Stone became a Functional Medicine Certified Health Coach. She now works primarily with clients experiencing cognitive and depression issues,...