This year has been about becoming someone new.
Not just in business—though that’s happening too. A rebrand is coming. New name, new look, new energy. But underneath all of that, the real work has been stepping into a different version of myself. Someone who leads differently. Shows up differently. Holds space differently.
And here’s what no one tells you about that process: It’s messy. Really messy.
The launches have mistakes. The Instagram content feels cringe sometimes. The growth happens in the same months where everything also feels like it’s falling apart.
But the revenue keeps climbing anyway.
The Identity Shift Behind Every Business Evolution
When you move into selling an online program—whether it’s a group, a cohort, a course, a membership, or one-to-one—there’s endless potential in how you can show up.
Maybe you had a job and now you’re bringing in online work. Maybe you had a brick-and-mortar business and you’re adding online offers. Maybe you’ve been online already but you’re graduating into additional offers, like evolving a group program.
Whatever the path, here’s what’s actually happening underneath: You are stepping into a new identity. You are becoming someone new.
And so are the practitioners who do this work. They step into new identities too. They become someone new as they add additional offers—however those show up for them.
Understanding how to package your expertise into an online program is part of the tactical work. But the identity shift is what makes it stick.
The Messiness Is Part of the Process
Here’s a behind-the-scenes moment from a recent launch—one of the biggest launches in revenue to date:
A last-minute decision was made to change a bonus. Originally, DM access was going to be offered through Friday. But coaching feedback came in: “You have too many people in your container. You’re maxed. You need to limit the DM access to only people who signed up live on the webinar.”
That advice was heard. The change was made. A big deal was made on the webinar: “Only live. Only live.”
But then came the mistake.
Not all the scheduled emails got updated. Two or three went out still saying the DM access was available through Friday. Conflicting messages. Confusion. Some really patient and compassionate emails came back from people who were considering joining—understandably confused because what was said live on the webinar didn’t match what landed in their inbox.
And here’s what happened: Shame. Embarrassment. That pukey feeling of “Are these people still gonna sign up? Are they gonna get mad?”
The truth? Those people still signed up. They’re coming into the community. It’s still one of the biggest launches ever. And now there’s so much learned to inform the next launch so it can be cleaner.
And there will probably be mistakes on that launch too.
Learning how to create and sell your online wellness program includes learning how to recover from the inevitable messiness.
The Hero’s Journey Includes Failure
Think of any movie. Any fiction novel. Any autobiography or biography worth reading. They all contain the same element: The hero fails—sometimes hitting rock bottom—before achieving the success they wanted.
That’s the story arc. And there’s no walking around it.
Sometimes practitioners try to take long detours around failure. Or they spend money early trying to prevent it so they can show up clean and professional and put together—especially when they have multiple certifications and licensing and degrees like master’s and doctorates or decades of experience.
And the truth is: Some type of failure or disappointment or embarrassment shows up anyway.
The work isn’t avoiding the mess. The work is learning how to create safety for yourself through the messiness.
Understanding the different types of online programs helps you choose the right model—but you’ll still make mistakes implementing it.
Your Brain Might Call This “Selling Out”
As you step into a practitioner who moves online, you might have a feeling that your clients will get mad. Your patients might be upset. Your friends might not understand. It might feel like abandoning who you were.
But you’re not abandoning her. You are freeing her.
Your credentials don’t disappear. The innate personality traits that make you who you are become more optimized.
Still hypersensitive? Still there. Still an introvert? Still there. Still get easily triggered? Still there.
But now there’s capacity to love those things more. To show up with those things as strengths. To know how to recover better and stronger. To play to those strengths and honor what’s needed to recover as an introvert, as a hypersensitive person.
You never abandon yourself. You step into a new evolution.
And if you’re thinking, “This feels esoteric—I don’t even know what it means to develop more capacity or a new identity”—that’s normal. Most people don’t know it’s coming until they’re in it. But they figure it out every step of the way.
Just like the hero who doesn’t realize they’re gonna crash and burn before they succeed in becoming the new version of themselves.
Building a sustainable wellness business requires this identity work alongside the strategy work.
Creating Safety in the Messiness
The real work this year has been learning how to create safety within the messiness.
That means:
- Regulating yourself instead of trying to control other people’s feelings and thoughts
- Showing up as your best self with other people’s best interest at heart
- Allowing others to show up in their humanness
- Troubleshooting and problem-solving from there
- Finding safety within that—within the messiness itself
And it’s also about deepening self-trust. Really trusting that inner voice. Following nudges even when they feel scary.
All of this work happens in process—not after everything is perfect. And during the messy months and the mistakes, the highest revenue months are also happening.
Understanding how wellness practitioners price with confidence connects directly to this self-trust work.
What Clients Are Experiencing Right Now
A message came in this morning from a client in the group program. She’d just had her first client reach out on Instagram saying they wanted to work with her. She’s signing her first client from Instagram.
She’s only been in the community a month or two. She showed up to the Instagram intensive—not perfectly, not to every single call, but to the majority. She’s a brick-and-mortar massage therapist.
And she’s seeing progress.
This is the start. As one coach always says: “Where there’s one, there’s more.”
Another client came in at $2K to $5K revenue months. That’s what she was averaging. She hit a 10K month—a five-figure month—at the end of last year right when she started. Now she’s hit her first $12K month as a practitioner.
They’re in phase one: optimizing the brick-and-mortar clinic as a physical therapist and yoga teacher. She’s been starting to get more people reaching out through Instagram. Feeling more confident selling packages and programs. Developed a membership for recurring revenue. Phase two is bringing in the online group program.
She’s stepping into someone new. Both as the practitioner who shows up online and gets results, and as the practitioner who brings in that kind of money consistently and can manage it.
Learning how to hit six-figure success with a small audience is part of this evolution.
What Your Brain Might Say About Your Growth
You might have heard this before—maybe from friends, maybe from a partner: “You’re not the same person.”
It might have been said negatively. From someone who’s uncomfortable with change. From someone who’s in their own humanness about where they are.
Here’s the reframe: With all the growth happening, you better not be the same person.
And if you’re worried that your clients or patients or friends will get mad as you step into different revenue goals—if it feels like selling out or abandoning who you were—remember: You’re not abandoning her.
You’re freeing her.
The credentials are still there. The experience is still there. The expertise is still there. But now there’s a different capacity to use all of it.
Creating an irresistible offer becomes possible when you’ve done this identity work.
You’re Not a Special Snowflake
Here’s the most important thing: If this can be done by someone who was a wallflower in high school, who never said a word, who didn’t even realize she wasn’t hugging her boyfriend until he told her after a year of dating, “Your arms are at your side every time you hug me”—it can be done by you.
That wallflower has evolved into someone who loves connecting with people. Who gets to cry with her daughter over friends graduating school. Who watches her child step into sixth grade with more confidence than she ever had at that age.
That person is still within her. But now she’s free.
And watching practitioners in their containers show up on Instagram courageously—with so much fear and cringe—and then see them sign their first clients online, see them feel courageous helping people online for the first time, see them move from one-off sessions to selling programs at thousands of dollars for the first time, see them hit six-figure years for the first time…
That’s the emotional rollercoaster that happens because of the messiness in the launches. Because of the feelings of shame and embarrassment and imperfection.
Know that that’s the journey. And it’s possible for you too.
Creating Safety As You Embody Your Vision
You can create safety for yourself as you embody your vision and take steps toward it.
You don’t have to wait until everything is perfect. You don’t have to wait until you grow a big audience or go viral or sign your first few clients or hit that first 5K month and then 10K month.
The work starts now.
And at some point—maybe after you’ve hit certain milestones, maybe when you’ve fully stepped into multiple six figures—you’ll come into your own branding or rebrand. Because the brand becomes a representation of all of that. All of the becoming. All of the evolution. All of the identity work.
That’s truly what a brand is: the embodiment of who you’ve become.
How practitioners grow their wellness business starts with this understanding.
Best Summer Yet
Here’s the vision: Working with clients in ways you haven’t before. Hitting revenue months you haven’t hit before. All while working less hours. Enjoying summer in a way you haven’t before.
Being able to go to the school on the last day, set up for graduation, work with clients while your kid does their half day, and then end early to go to the beach.
Loving your business and loving your life.
That’s what’s possible. And the path there runs right through the messiness. Through the mistakes. Through the becoming.
It’s possible for you too.
Ready to Step Into Your New Identity?
Book a consultation to map out what stepping into your next evolution looks like—both the strategy and the identity work that makes it stick.
You already have the expertise. You already have the experience. Now it’s about becoming the practitioner who knows how to translate that online—and can hold the messiness along the way.
