3 Steps to Making Money in a Coaching Business

But is the non-diet approach addressing the real root cause?

In the first three years of clinical practice, I thought I was addressing the root cause of my patient health concerns. I was asking a lot of questions and doing an in-depth assessment. My goal was uncovering the “real issue” that no other health professional had identified yet. This unidentified root cause was, as per my training in functional medicine, the reason why my clients were “still struggling”.

As I shared in Intuitive eating Mentorship – First do no harm although my patient had short term reliefs…. long term, their health wasn’t better. In fact, in many cases, it was worse.

So, was I really addressing the “real root cause”?

What’s the root cause?

Why healing the root cause is so important

The non-diet approach

Weight stigma

Fatphobia

Body Image healing

Health can be weight neutral

The Non-diet Approach Professional Training

Non-diet Approach mentorship

If you would like to listen to the article in audio format the Going Beyond The Food Show – Pro Series Season 1 Episode 5

Links mentioned in the episode…

Women Food and Power

Non-Diet Coaching Certification Program

Free Training & resources

Undiet Your Coaching Podcast

What’s the root cause?

In my training in holistic health & functional medicine, we are trained on addressing the underlying or root cause of chronic disease, taking into account the whole person including their environment, genetics, and lifestyle factors. Addressing the root cause is a fundamental philosophy, and honestly, the pride of alternative health approaches: resolving the root cause vs. just dealing with side effects.

Even beyond the health sector, the root cause is the cause of a problem. If adequately addressed, it will prevent a recurrence of that problem. By asking the question “why” a few times, the root cause of a problem is often identified as a procedural, or management, shortcoming.

For example, imagine you have a lot of weed growing in your lawn. If you remove the weed using a lawnmower, will that solve the problem? Temporarily, yes. Visually, your lawn looks good. However, you probably know that this is only at the surface level. After a short period of time, the weed will grow back. So, how do you fix this long term? If you replied “By removing the weed from the root,” then you are totally right!

As a nutritionist, people came to me to change their eating habits or to address health issues that they thought were caused by food. However, my training had taught me that the root cause was in the: what, when and how they ate.

What I couldn’t understand was why it wasn’t working? Why were my clients not able to adhere to the in-depth protocols? Why were they disappearing after a few sessions? And why, when I would see them a year or two down the road, they had reverted back to their old habits?

Why healing the root cause is so important

If I was healing the root cause, then this shouldn’t be happening. I knew this from my training. So, I started to research and quickly realize I wasn’t addressing the “real root cause” but still just the “ side effects”.

It’s understandable why we are inclined to deal with effects instead of the root cause. Effects are what’s most immediately observable, so it’s easy to act on them. Think here “size of body”. Upon doing so, you see an instantaneous change — an impression that you have progressed in your goals. When you go on a diet, you lose a small amount of weight immediately. That’s until the diet stopped working and you regain all the weight (most often more than the original amount of weight loss).

On the other hand, trying to uncover the root causes can be tedious, complicated, and at times, scary. Sometimes, to the extent where people run away when they realize the root cause problems that are underneath.  Subsequently, addressing these root causes often requires a change of thinking and some pain and effort, but the results will be much permanent and higher-value than correcting side effects (symptoms as known in health).

As we touched in our  S1 EP3 podcast episode Diet mindset professional training, we unpack how our certain traits of character are the results of dieting.

Here are just some of the real root causes:

• Perfectionism (Effect): Need to have “perfect” diet (Effect): Diet Cycle (Effect): Desire to lose weight (Effect): Body Dissatisfaction (Effect): beliefs about what body should look like (Cause): fatphobia/weight stigma (Cause)
• Low self-confidence (Effect): Need to lose weight (Effect): Perfectionist Body Fantasy(Effect): beliefs about what body should look like (Effect): fatphobia/weight stigma (Cause)
• Binge eating (Effect): food restriction (Effect): Dieting to lose weight (Effect) : fatphobia/weight stigma (Cause)

The root cause wasn’t in the what, when, and how they ate.  It was in the why. In my first few years of practice, I stopped asking why too early in my investigation process. Even when I asked “Why do you eat like this?” “Why do you want to lose weight?”…I was blinded by my own fatphobia.

Fatphobia

Fatphobia is the fear and dislike of obese “fat” people and/or “obesity”.  I was fatphobic and was profoundly afraid of gaining weight. In fact, I was professionally trained to believe that “fat” was the root cause of most chronic conditions. I was taught that everyone should be or want to be at a “normal BMI”.

Hence, I had to confront my own and discover the truth about body weight, BMI & health to be able to ask the right question with my patient and for my own recovery from diet culture.

Not only was my own fatphobia preventing from being the best health professional I knew I could be, but it also was keeping from accessing my best health. Fatphobia in research is also described as weight stigma. Research recognizes two forms of weight stigma:

Experienced weight stigma

This occurs when people observe or believe that others have made unfair negative assumptions about them or discriminate based on nothing more than their weight or body image.

Internalized weight stigma

This is the process by which people accept weight-based stereotypes and make them true about themselves. People who have internalized weight stigma are the harshest critic of themselves. They have come to believe that they are “less-than” because of their weight/ body image.

Research is pointing out that internalized weight stigma has the greatest impact on physical and mental health over experienced weight stigma.

“Some people fear that if people feel too good about their bodies and themselves, they will not be motivated to engage in healthful eating behaviors and physical activity. Studies show the exact opposite to be true: When people internalize weight stigma and feel bad about themselves because of their weight, they feel less confident in their ability to engage in healthful behaviors and are more prone to binge eating, avoiding physical activity, and other behaviors that contribute to weight gain.”

 – Rebecca Pearl, PhD, an assistant professor of psychology at Perelman School of Medicine at the University of Pennsylvania in Philadelphia.

Weight stigma is the REAL root cause

Weight stigma is the negative attitudes and beliefs about people because of their weight. It leads to the labeling of people with stereotypes based on their weight. Unfortunately, it’s a common belief that weight stigma will motivate people who don’t meet body size ideals to change their behaviors, in order to avoid further stigma.

Weight stigma originated from the “old school” model of behavior changes through punishment or shaming. A great example of this today is the “before and after” picture we see so frequently on social media. They are unfortunately used by many health professionals.

Weight stigma is a centric element of diet culture. In fact, research has demonstrated that diet culture helps frame a larger body as a “health hazard”.  I like to explain it to my students as the “goon” of diet culture. Without it, diet culture may stop existing.

Weight stigma has been researched extensively over the last 20 years. What research overwhelmingly shows is that weight stigma doesn’t encourage people to lose weight or improve their health. Instead, stigma leads to a greater risk of depression, poor body image, and self-esteem. It also leads to increased stress, disordered eating behaviors, and avoidance of physical activity.

Weight stigma has also been linked to many common health problems that were first associated with “obesity”.  Is “obesity” or the stigma associated with “obesity” the true culprit?  As you can imagine, experts and researchers are divided on this question. Since we acknowledge that weight stigma is causing the health issue, then diet culture will need to be condoned publicly… can you see the issue?

You can read more Cyclic Obesity Weight Based Stigma Model.

The Solution: Body Image healing

The only way to address the real root cause is to include body image healing in your practice/ program.

Making peace with my own body and healing my own body image was the path to releasing my own fatphobia. Doing so unlock my ability to end weight stigmatization in my own practice.

What most health professional doesn’t realize is that our individual body image is not only how we see ourselves when we look in the mirror. It’s also multidimensional. It encompasses:

• Perceptual body image: how you see your body
• Affective body image: how you feel about your body
• Cognitive body image: how you think about your body
• Behavioral body image: the way we behave as a result of our perceptual, affective, and cognitive body image.

Research is showing that a distorted body image leads to lower self-esteem, distorted relationship to food, depression, anxiety, hormonal disruption, and many other side effects. Many of our clients and patients come to see us for this in the first place.

Thomas F. Cash, PhD, is a true pioneer in the psychology of physical appearance research. He also developed today’s most effective treatment approach to body image issues, as well as many of the measures used in body-image research. Likewise, the body image healing cognitive-behavioral model  is at the center of our proprietary non-diet approach, The Going Beyond The Food Method™️ .

Body Neutrality

In our non-diet clinical approach, we teach our clients the body neutrality framework and not body positivity. It includes body image professional training, the body neutrality framework.

Body Neutrality empowers women to embrace themselves as they are, including the parts they don’t like about themselves. Its focus is to avoid self-hate while simultaneously relieving from the pressure of having to love their body. Most importantly, the goal is to respect and accept your body for what it is – and that’s it.

Body Neutrality is the middle ground between positivity and negativity (shaming). Embracing body neutrality over body positivity allows our clients to experience negative feelings about their bodies, but without the pressure that comes with having to be positive all the time.

Body Neutrality helps women detach their self-worth from their bodies (good or bad). It’s about crafting a relationship of functionality with our bodies and engaging with it from a place of self-care instead of control.

Health can be weight-neutral

The World Health Organization defines health as “a complete state of physical, emotional, and social well-being, not merely the absence of disease or infirmity.” A weight-neutral approach to health is based on the idea that your health status or risk level can’t be determined solely by your weight.

It acknowledges that your weight is determined by a complex set of genetic, metabolic, physiological, cultural, social, and behavioral determinants. Many of these factors are either difficult or impossible to change.

Instead of focusing on a weight-oriented outcome, weight-neutral programs teach you to take charge of the factors within your control. These factors include your thoughts and behaviors. In short, taking charge of these factors will help you improve your well-being, regardless of your weight.

Weight-neutral approaches to health like the non-diet approach have significantly decreased body dissatisfaction, disordered eating, and depression. They’ve also increased sustainable, enjoyable self-care behaviors such as eating and moving well in the long term.

A 2013 study by the Journal of Obesity found no link between body weight and the way we feel about ourselves. Yet, the findings show a link between how we feel about ourselves and the healthy activities we engage in. Meaning, the better we feel about our bodies the more likely we are to take care of them by eating well and being active, allowing us to create a positive cycle.   Likewise, dissatisfaction with our bodies can discourage us from taking part in certain activities, eating properly to fuel our bodies and can eventually lead to weight gain.

The non-diet approach

The non-diet approach to health and nutrition recognizes that weight stigma is a contributor to one’s health.  As professionals, we must address how our clients and patients relate to their body as the root cause before we can effectively address the effects ( eating and health habits).

The non-diet approach to health is the exact opposite of dieting. It’s a weight-neutral approach to health that instead focuses on a weight-oriented outcome. This approach focused on all the other factors that can impact one’s health beyond body weight. In other words, the ultimate goal is to support the patients to become their own experts at their bodies.

The Going Beyond The Food Method™️ is our proprietary methodology that helps women to recover from diet culture and learn the non-diet way of life. Firstly, our 4 pillars are Body Wisdom, Body Trust, Body Respect, and Body Neutrality. Secondly, our framework is composed of 5 steps process: Intuitive eating, Body Neutrality, Self-Coaching, Emotional Intelligence, and Mindfulness.

The non-diet approach professional training center

We have created a number of free non-diet approach training resources to help you begin learning more about this revolutionary health approach. Join my non-diet professional community by requesting our non-diet client assessment tools

You can also listen to our non-diet podcast.

You can access non-diet approach training here

The non-diet coaching certification program

The Going Beyond The Food non-diet coaching certification program is a space where you can receive support guidance to become the best non-diet professional. It’s a program geared to refine your non-diet professional skills set and teach you the skills you need to build a successful business that can impact thousands of women.

It will help you develop as a powerful leader and help other women come back to their power. You will learn how to harness your ability to support and help other women. As a result, you can impact thousands of other women and dismantle diet culture.

Ready to get started with the Non-Diet Approach?

You can access all of our services on our work with us page.  We have a number of programs and service levels enabling us to serve most women:

Free Resources and Masterclasses: Get started and get to know us better!

Private coaching with Stephanie and her team Stephanie and her team of Certified Non-Diet Coaches are waiting to support you in a one-to-one setting with an individualized plan.

Undiet Your Life group coaching program is for women to learn how to eat intuitively, become body neutral, and learn self-coaching at their own pace while being supported in a group setting by Stephanie and her team of Certified Non-Diet Coaches.

Non-Diet Coaching Certification for professionals ready to integrate the Going Beyond The Food Method™️ in their practice and for women wanting to become  Certified Coach and build a business coaching other women beyond the food.

The thought of starting an intuitive eating business can be scary and overwhelming.

Even for those that currently have a health business and want to transition to a non-diet business is frightening. Will I be able to sustain my income?

How can I make money off if I’m not selling meal plans, diet programs, detoxes, and cleanse?

If I’m not creating complex protocols for my clients: why would they pay me?

These are the type of questions this article aims to answer and many others.

What is the business of intuitive eating?

Being an Intuitive Eating Coach

Intuitive Eating Coaching Outcome

Serving versus Selling

Who do we serve in an intuitive eating business

First Step to start an intuitive eating business

Non-Diet Business coaching

What is a Non-Diet Mentorship program?

If you would like to listen to the article in audio format the Going Beyond The Food Show – Pro Series Season 1 Episode 2

Links mentioned on the episode

Mentorship Program

Intuitive Eating Guide

 Free Training & resources

Undiet Your Coaching Podcast

What’s an intuitive eating business?

An intuitive eating business is when you exchange money in order to support someone with intuitive eating. This support can come in many different ways:

• Teaching them an intuitive eating framework
• Coaching their learning or progress as an intuitive eater
• Supporting them in their intuitive eating journey
• Encouraging to move forward when they struggle
• Answering their questions
• Inspiring them to move forward in the face of adversity
• Creating products that will support people who want to become an intuitive eater

This business is not a formulated typical health business and does not hold the same value system considering that most health businesses are created to support diet culture ideology.

The most prevalent difference in a diet culture-free business resides in its approach to healing. An intuitive eating business is anchored in what I describe as a “bottom-up” approach versus a “top-down” approach. The goal is to empower you to become your own expert at your body. A typical health business that is rooted in diet culture is built around the provider being the expert and telling you how to engage with your body. Very disempowering.

An intuitive eating business is based on self-compassion, trust, respect of the individual innate body wisdom, and ability to heal themselves.

As of today, the most frequent intuitive eating business model is the coaching business model. You exchange money with your service as a coach.

Intuitive Eating Coach Business

As an intuitive eating coach, you are healing your client/ or patient… they heal themselves. Your clients/patients have all they need to heal their own relationship with food and body. For many, that’s a departure from their professional training… it’s ok to feel unsafe at first.

An intuitive eating coach is a health professional who guides clients/patients in their recovery from Diet Culture. Moreover, your job is to guide clients on the path of becoming an intuitive eater by listening to their concerns and helping them with problem-solving. Recognizing what we spoke about in the first episode of season 1 of Undiet Your Coaching Podcast, that the human relationship to food is by far more complex than just simple food choices.

Problem-solving with your client as an intuitive eating coach will not require you to provide a complex meal plan or macro ratio. Instead, helping them master their mindset particularly shifting away from diet mindset towards a compassionate mindset.

You will help your client move from an external cue to know what to eat, when to eat, and how to eat towards internal cues. As well as helping them feel their hunger, fullness and find satisfaction in what they eat. Instead of teaching your clients to suppress their cravings and how to “fill up on aid food”, you actually help them be in their body at the moment.

You help them understand that all food is good. That being healthy doesn’t mean being restrictive and feeling deprived. That they no longer need to earn their food. You empower your clients, give themselves permission to eat.

Intuitive Eating Coaching Outcome

Your goal is to coach your clients in building confidence in their own eating cues to be their own internal nutritionist. Instead of helping your client live a “normal life” in a very restrictive dietary protocol and how to make cauliflower brownie, you help your client give themselves permission to eat.

With compassion, you guide your client to cope with emotions differently. Helping them build resilience and emotional intelligence. Helping them learn to process their emotions without food.

As your clients build trust and respect with their innate body wisdom, you help them detach from being their bodies and their appearance. In addition, helping them reconnect to their innate worth as women. Guiding your client away from shame towards neutrality. Helping them embrace self-care beyond their physical bodies.

Finally, you help educate your client to a weight-neutral health approach guided by health at every size principle. Moving their body with joy and practicing gentle nutrition.

Being an effective intuitive eating coach requires you to be an intuitive eater first with a willingness to grow and learn from your clients. You must possess intuitive eating professional skills but also, mindset coaching skills, behaviour modification skills. Also, mindfulness and body image resilience skills.

Serving versus Selling

Let’s talk about what everyone thinks about but doesn’t want to talk about. It’s going to get uncomfortable for some…

It’s ok to be making money coaching intuitive eating, to exchange your coaching services for money. There’s nothing wrong with wanting to be successful in your intuitive eating business. It’s ok to monetize your professional skills.

Ready for this one: The more revenue you create, the more money you make in your intuitive eating business means more people freed from diet culture. Yup, it truly is.

Now, how you monetize your services and create business revenue does matter. You can build a business in a masculine, patriarchal way or you can choose to embrace your female energy that empowers everyone even those who do not purchase from you.

You can serve instead of selling. Serving means engaging with our clients without expectation. You offer value by creating free content, teaching your audience the very basics of intuitive eating, providing free resources to everyone. You become a resource helping people break down their own barriers, fears, and supporting them with an empowering message. Guiding them to the next level resources available.

The opposite of serving is the hard sell, aggressive to close mentality that comes across as pushy and self- focused. When you are focus on selling, you create free resources guard to disempower people so they are led to believe that the only way for them or resolve their problem is by buying your product.

Serving is based on love. Selling is based on fear. Serving leads to selling without selling.

Who do we serve in an intuitive eating business

We must recognize that the intuitive eating model of nutrition is not accepted by the traditional model of healthcare. As a result, intuitive eating services are mostly never covered by traditional insurance providers. Our services are typically private care, meaning an out of the pocket expense.

This is why most intuitive eating professionals have to be entrepreneurs alongside their profession. You can provide service for someone else’s business but in most cases, you will need to be running your own business.

This means that you need to embrace entrepreneurship and learn about setting up and maintaining a business, marketing your intuitive eating business as well as getting and retaining clients.

Let’s make something clear here: a professional health certification isn’t how you will learn to run a business. The vast majority of health certifications do not include business training and if they do, it’s not focused on a non-diet business model but instead a model that supports diet culture.

That’s why I created the  Non-Diet Coaching Certification program. If we want to be successful in dismantling diet culture, I need you to know how to successfully operate a business.

First Step to start an intuitive eating business

The first place to start is with a business strategy. That’s you creating a brand-new business of transitioning your current business to an intuitive eating business model, you need a business strategy.

The strategy is what will turn your passion into biz and blow you to impact thousands of women. It’s the roadmap you will look up to as you work day-to-day in your business. Your business strategy consists of the following:

• Why
• What
• Who
• Where
• When and the…
• How much

The first layer of your business strategy that we teach is the why… not the what. This is where most business strategies go wrong. The business you create needs to be in alignment with your personal values, your personal goals, and how YOU want to lead your personal life.

To be an effective heart-centred intuitive eating business owner, you must care for yourself first. Make sure your business supports YOU not the opposite.

Non-Diet Business Coaching

Today, I own and operate a very successful intuitive eating business. It’s not always been like this. In this first episode of the PRO Series podcast, I share the story of my own professional and business evolution.

It took time and resources for me to get where I’m today. For over 4 years, I searched and trained in various professional training programs to create the Going Beyond The Food Method. I shared more on this in this podcast episode.

Although I had 15 years of retail business operation experience, I also had to learn the health business model. I had to educate myself, get coached in my blind spot, be mentored. Over the last 10 years, I invested approximately $60,000 in my business.

• I hired an experienced nutrition business coach before even graduating -8K
• The year following my graduation, I committed my first health business mastermind -10K
• 4 years ago, I hired an online business coach to help me transition my business online – 10K
• Over the next years, I have purchased 26k in online business skills courses to learn email marketing, funnel, summit, branding, etc…

Non-Diet Coaching Certification  Program

The Going Beyond The Food non-diet coaching certification program is a space where you can receive support guidance to become the best intuitive eating professional. It’s a program geared to refine your professional skills set and teach you the skills you need to build a successful business that can impact thousands of women.

It helps you develop as a powerful leader and help other women come back to their power. You learn how to harness your ability to support and help other women. As a result, you can impact thousands of other women and dismantle diet culture.

I believe that the only way for us to be able to end diet culture oppression of women is by us women coming together and helping each other as women back into our power via intuitive eating and body neutrality. This is a woman issue…that must be resolved by women.

As women, we need to step up and change the future for the young generation of girls. We need to teach them that they aren’t defined by their bodies, we need to crush DC so it never gets its dirty hands on the upcoming generation.

The liberation of the upcoming generation will only come through our generation’s liberation from diet culture and patriarchy.

Currently, the traditional model of nutrition, coaching, and even health care is not set-up for this…it’s entrenched in diet culture. Most of the wellness industry is deeply entrenched in diet culture. The alternative health industry claims to be about the root cause… but never looked at the reason why women engage with food and body.

Bottom line we need a new approach

We need women who can help other women change their relationship to food and body, empowering women to become their own experts at their bodies, to help women build confidence in themselves and their power to know what’s right for them.

Women who will support other women. We need emphatic, compassionate women who have the skills to connect with other women and a passion for change.

My job is to ensure these women are doing their job so well while creating a sustainable business so they can keep impacting more women for years to come. Furthermore, my job is to ensure that these women are successful so they crush diet culture for the generations to come.

Ready to get started building an Intuitive Eating Business?

You can access all of our services on our work with us page.  We have a number of programs and service levels enabling us to serve :

Non-Diet Coaching Certification for professionals ready to integrate the Going Beyond The Food Method™️ in their practice and for women wanting to become  Certified Coach and build a business coaching other women beyond the food.

Good Money Business Mastermind  A business mentorship and a collective of ambitious, driven and empowered anti-diet culture providers and coaches on a mission to dismantle diet culture and make GOOD money doing it! 

Free Resources and Masterclasses: Get started and get to know us better!