In this episode of It’s Beyond The Food, we sit down with Emma Wright, a Body Image and Women’s Wellbeing Coach and one of our students inside the Non-Diet Coaching Certification. Emma’s story is powerful and relatable for anyone navigating the challenges of growing a health coaching business.
Through her candid recount, Emma sheds light on why so many health coaching businesses struggle and how she overcame her roadblocks. Let’s unpack her journey and her insights that could transform your approach to health coaching.
Health Coaching Business Struggle
Health coaching businesses often face a unique set of challenges. Many coaches find themselves working tirelessly, giving their energy and knowledge, only to end up financially drained and emotionally burnt out. Emma was no exception.
Emma shared how she poured her heart into writing a book and giving talks at schools across New Zealand. Yet, despite her impact on families and schools, her business wasn’t making money. This disconnect between passion and profit is something many coaches face.
Why do health coaching businesses struggle? Emma pinpointed three major reasons:
- Trying to fit into pre-made systems: Coaches often rely on generic strategies they’ve been told will work, instead of tailoring their efforts to their strengths.
- Perfectionism and overwork: Many approach their businesses with a “dieting mindset,” believing that working harder or doing things perfectly will yield success.
- Taking failures personally: A lack of separation between results and self-worth can lead to cycles of shame and burnout.
Emma’s Lightbulb Moment: Business is Not About Perfection
Emma revealed a critical shift in her mindset: she realized she was treating her business like a strict diet. She thought following every “rule” perfectly would guarantee results. But when results didn’t match her expectations, she felt like a failure.
This cycle of shame kept her from listening to helpful advice, including the guidance I offered. “I was hearing coaching through the lens of ‘You’re doing it wrong,’” she admitted. It wasn’t until she stopped equating her results with her value as a person that she could begin to build a sustainable business.
Health Coaching Business Struggle: Building a Business with Intuition and Trust
Emma’s transformation began when she embraced the principles of intuitive eating in her business. She stopped seeking external validation and started trusting herself. Here are the steps she took:
- Let go of the need for perfection: Emma recognized that not every strategy or campaign would succeed, and that was okay. What mattered was learning from the process.
- Separate self-worth from business outcomes: She began to see that a failed project or a low-response campaign didn’t reflect her capabilities as a coach.
- Listen to her inner wisdom: Just like honoring hunger and fullness cues in intuitive eating, Emma started paying attention to what felt aligned in her business.
By shifting her focus from external validation to internal trust, Emma built resilience and confidence.
The Real Work of Health Coaching
Emma’s story highlights an often-overlooked truth: the success of a health coaching business depends as much on the coach’s mindset as it does on strategy. “How we do one thing is how we do everything,” she reflected, noting that the same insecurities she had with food were showing up in her approach to business.
This realization transformed her relationship with clients, her children, and herself. She stopped trying to control every outcome and started showing up with authenticity and clarity.
Practical Takeaways for Health Coaches
Emma’s experience offers practical insights for anyone struggling to grow a health coaching business:
- Stop chasing the “perfect” strategy: There’s no one-size-fits-all approach. Your business will thrive when it reflects your unique strengths and values.
- Embrace trial and error: Instead of seeing setbacks as failures, view them as opportunities to learn and adjust.
- Detach from external validation: Whether it’s client feedback, social media likes, or income goals, don’t let external factors define your worth.
- Trust your intuition: Your inner wisdom is one of your greatest assets in building a business that feels fulfilling and sustainable.
What Listeners Will Learn in this episode on Health Coaching Business Struggle
- The top reasons health coaching businesses struggle to make money.
- Why perfectionism and overwork hold coaches back.
- How to shift from external validation to self-trust in business.
- Actionable steps to align your business with your values and strengths.
Emma Wright’s story is a reminder that success in health coaching is about more than just following a plan. It’s about rewriting the rules, trusting yourself, and building a business that supports both you and the people you serve.
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