Welcome to Behind the Business, Naomi. I’m so excited you are here. Thank you.
It’s going to be so much fun today. We’ve been working together for a while and always have the best conversations, so I can’t wait to bring that energy here for others to enjoy and learn from.
Absolutely amazing.
Let’s kick off by having you share who you help. You’re a published author, a speaker, and you’ve helped hundreds of women change their lives through their health and fitness.
Thank you so much. Well, I’ve made a name for myself as the unconventional weight loss coach. I help women break free from restrictive diets and emotional eating and most importantly, heal their relationship with food, their body, and themselves.
Most of the women I work with have dieted all their lives. It impacts their relationships, businesses, careers, and their confidence. I’m not about calories, macros, or workout plans. I offer a 360-degree, science-backed, compassion-led, shame-free modality to truly help women reconnect with themselves.
You can hear your passion in your voice. I’m curious—what got you into this work?
I struggled with food, body image, and my weight from age nine. I didn’t fit in at school, had chronic health issues, and was always ill. My mum was an amazing cook, and our kitchen was the heart of the home. At 12, my mum became chronically ill and passed away when I was a teenager. Food became a replacement for love.
This carried into my twenties and thirties. I tried every diet imaginable—pills, laxatives, exercise plans. At 39, I had the worst health of my life. I was pre-diabetic, depressed, anxious, and I knew I couldn’t live that way anymore.
I started my journey, lost 70 pounds naturally with small, sustainable changes. But even after the weight loss, I realized I was still struggling mentally. That’s when I discovered the transformation had to go deeper—it was mindset and identity.
I left my corporate career at 41, during perimenopause. I’d had a successful 21-year career but I knew I was meant to help other women like me. My brand evolved into “The Unconventional Weight Loss Coach” because so many clients told me, “I came for weight loss, but what I really needed was this.”
That’s so powerful. You really lived a big chunk of your life feeling uncomfortable in your skin, which is heartbreaking, but also the exact reason you’re now helping so many others.
Absolutely. Everything I teach is rooted in freedom—freedom from diets, from shame, from rigidity. So many of my clients were scared to go out for dinner, to take holidays. I remember being on the trip of a lifetime and feeling overshadowed by body shame. It robs you of joy.
Yes, and how we do one thing is how we do many things. These problems seep into every area of our lives. No surprise that your work transforms your clients’ whole lives.
Totally. We see relationships improve, intimacy come back, promotions happen, and even children become happier. When women are freed from diet culture, it ripples into every aspect of their lives.
Even I’ve had seasons of body discomfort, and it does consume so much mental energy. Confidence really does radiate into everything—including business.
Exactly. If you told me years ago I’d be speaking on stages, publishing a book, or being a podcast guest, I wouldn’t have believed you. I was quiet, nervous, always second-guessing myself. Now I’ve found my voice, and I use it.
And when you love yourself, you can forgive yourself and others too. I see this in business all the time. Women wait to feel “ready” or to be the “perfect” size. But with your support, they build confidence now, not later.
Yes! We build that confidence during the journey—not after they hit a specific weight or size. That’s so key.
I see the same in business. People wait for the perfect time that never comes. But the truth is, self-trust is the core issue. If you truly trusted you’d succeed, why would you wait?
Exactly. You need to lean in and act before everything feels perfect. Messy action builds confidence.
Yes. My squirrels are at a rave—not a duck in sight! But seriously, waiting for X to do Y is a trap. My first business coach told me to “jump out the plane, and the parachute will open.” He was right.
And so many of these patterns—like waiting till Monday—stem from diet culture and bleed into business, parenting, everything.
Absolutely. And I say this to clients all the time: Confidence is the reward for messy action.
That’s so good. So what do your most successful clients have in common?
They take messy action. They don’t wait to feel motivated. They adapt, they do something—anything. 5 minutes of walking, dancing in the kitchen—done is better than perfect.
Yes, and I see that in you. You’re navigating a tough season with your dad but you keep showing up. You ask for support, get things done, and keep moving forward.
Thank you. And I’m very open with my clients about this. Many of them are also in the “squeeze generation.” If we keep waiting for things to settle, we’ll never start. Life is always life-ing.
Exactly. Progress is the point—not perfection.
Yes! And I used to believe the external result would fix everything. But it’s the journey and what you learn about yourself along the way that’s priceless.
Yes, like with your clients who thought they’d never exercise, and now they’re climbing mountains and cold water swimming.
Because they’re choosing it, not forcing it. That’s the difference.
How has all of this impacted your business?
In every way. Despite my dad’s health challenges, I’ve kept going. I even wrote my book during hospital visits. I’m adaptable, I show up. My business has grown every year—even during a global crisis—because I choose to keep going.
That’s so powerful. Especially for people feeling overwhelmed in their own lives. You’re proof that it’s possible, even in chaos.
Yes. I don’t want to wait for the perfect moment. I turned 50 and took myself on a solo trip to Florence. Why wait? Life is happening now.
And that mindset—that it’s never about the perfect time—has supported your growth immensely.
Totally. Working with you these last few months has brought such clarity and change. The spacious scaling model is exactly what I needed. I’ve shifted my business model to better serve my ideal clients, who want to work with me now, not wait for the next launch.
You’ve made huge shifts in a short time. Charging properly, supporting dream clients, delegating, systemising—it’s been incredible to witness.
Thank you. And your transparency inspired me. I didn’t even realise what was possible until you showed me.
And this is why you’ll help even more women. Because now, you’re building in a way that supports both you and them.
Yes, and I couldn’t be more excited for what’s to come.
