You probably thought it would go like this:
Complete a coach training program → Earn your NBC-HWC certification → Start a private coaching practice → Make an impact and help people change their lives.
But here's the thing: Being a great coach and running a successful coaching practice are two completely different skills.
The Business Edit Course applies my EDIT framework — Experiment, Design, Implement, Trust — directly to the work of building a coaching practice. This course is not a cookie-cutter template or a "six figures in six months" fantasy. It's a real, strategic, personalized roadmap for coaches who are ready to trade uncertainty for strategy and stress for execution.
Here's what we'll do inside the course:
Change how you think about your business and how you think about yourself as a business owner
Learn how to build an offer that actually sells
Structure your content strategy in a way that doesn't make you want to throw your phone across the room
Build an operational system that takes the guesswork out of what to do next to grow your business.
By the end, you'll have a clear offer, a messaging foundation, an operational system, and an execution plan — all built around your life and your practice.
I'll keep you posted when the course is ready! In the meantime, I'll pop into your inbox 3x/month as your penpal with the inside scoop on coaching and behavior change, tools to help you build a life you don't need to escape from, and powerful coaching questions to reflect on!
By the end of this course, you'll be able to:
Apply the EDIT framework as a strategic operating system for building and running a coaching business
Articulate a clear, values-aligned business identity and ideal client profile
Design a coaching offer with intentional structure, scope, and pricing
Develop a messaging foundation that communicates their unique value with clarity and confidence
Build operational systems for client management, scheduling, onboarding, and business administration
Create a realistic, sustainable content and visibility strategy
Describe a clear client acquisition process — from first point of contact to signed agreement
Apply the EDIT cycle to any future business challenge, launch, or pivot
The EDIT framework isn't a one-time fix. It's a repeatable practice and a way of approaching any business challenge, launch, or pivot with clarity and strategy. Here's how each stage applies to your business:
Experiment
Test your offers, messaging, and strategies like experiments — not verdicts. When something doesn't work, it's data, not failure. This mindset changes everything about how you build.
Design
Build systems and strategies that fit your actual life, values, and capacity — not a template designed for someone else's business. Strategy, offer design, and operational infrastructure are all Design work.
Implement
Show up consistently in the messy middle of building something. Implement is where you practice the valuable skills of starting before you're ready and doing it even if it's not perfect.
Trust
Develop confidence in your own business judgment through evidence, iteration, and small kept commitments. Trust is what makes your practice sustainable over the long haul.
I'm a board-certified health and wellness coach (NBC-HWC), a behavior change expert, and the creator of the EDIT framework. I've been building my own coaching, consulting, and teaching business for years — and I grew it from a side hustle into a successful practice through hard work, authenticity, strategic systems, and a lot of learning from what didn't work.
For a long time, I resisted being a coach who helped coaches build and scale their own coaching practices, because I am downright allergic to the scammy culture of "coaching" that exists on social media and I want to stay far away from anything that associates me with that kind of influencer culture.
But here's the thing: Building a coaching business is hard. And the fact that I've cracked the code on how to do it successfully makes me want to shout it from the rooftops, because I see way too many highly skilled coaches not succeed when I know they could if they just had the right systems in place.
The Business Edit course is what I wish had existed when I was transitioning my side-hustle coaching business into a full-time practice in 2024. It's not a cookie-cutter template or a six-figures-in-six-months fantasy. It's the real strategic and operational foundation I built for my own practice — translated into a framework you can use for yours.
Join the waitlist and let's make it happen!
"I can't think of another presenter who is so clear, concise yet empathetic thus enabling the best of knowledge transfer. She embodies heath and wellness coaching, has been instrumental in my personal development, and is an enormous inspiration."
"Sonja is without a doubt the best trainer I've ever had. She has an innate ability to simplify challenging content and deliver it in an easily digestible manner."
"Sonja's voice is so soothing and she speaks so eloquently and clearly. She makes it easy to be engaged with the content."
"Sonja is an intelligent, articulate and gifted trainer. Her ability to synthesize complex and nuanced material into accessible, actionable content is unparalleled."
"I have so much admiration and respect for Sonja's professionalism and creativity. She is well-articulated and presents in an engaging way that brings compassion and understanding to all components of health coaching."
"I was blown away by Sonja's training abilities. She has a natural way to deleiver deep complex coaching skills/topics in an elloquent manner that is so easily understood. Her story telling ability, knowledge, presence, teaching ability and inclusion of all people is truly second to none."
"I am continually impressed with Sonja’s coaching and training skills. She presented some of the best trainings I have had in my career to date. And to top it off, Sonja is open and extremely supportive."
"Sonja is engaging, articulate, insightful, and most importantly, knows how to weave in practical examples that bring concepts to life. She has a way of making trainings so tangible, the content and ideas can be applied immediately."
"Without a doubt - one of the best training professionals I have ever worked with. Sonja is thoughtful about her approach to program design and intentional with the information she delivers. Sonja is an incredible professional and leads with compassion, grace and curiosity. She is truly one of a kind."
"Sonja taught me more about the heart of coaching than a textbook ever could; her ability to communicate, thoroughly explain, and engage a group in any topic is superb. She is a natural educator, leader, and she instinctively knows how to pull the best out of every coach that is fortunate enough to receive her trainings."
"Sonja’s ability to convey complex content and training materials in a concise and meaningful way via digital platforms is unparalleled. Her live trainings, in addition to the prerecorded content are measured, well-paced and accessible to multiple learning modalities. Her training and coaching skills are a joy to witness."
"Sonja is a talented trainer, extremely knowledgeable, beautifully creative, and skilled in adult learning styles and theories. What stands out most to me is how she is able to thoughtfully predict the experience of the trainee in a way that helps them to feel seen, heard, and understood."
This course is designed for NBC-HWCs who are serious about building a coaching practice. Whether it's a side-hustle or a full-time gig, I'm here to help you build strategy, structure, and systems into your coaching business.
This course is eligible for 4 Continuing Education Credits from the NBHWC. Upon completing all four modules and passing the short end-of-course knowledge check, you'll receive a certificate of completion that you can submit alongside your NBHWC CE tracker.
Lifetime access. Once you enroll, the course and all worksheets are yours to return to whenever you need them — for this goal, the next one, and every one after that.
Completely. There are no live sessions, no deadlines, and no set schedule. Work through it in a weekend or spread it out over a month — whatever fits your life. (Though I'd encourage you to treat it like an experiment and give yourself a timeframe. You've read enough of my content to know why.)
Yes. In fact, starting with a clear strategy and solid systems is one of the biggest advantages you can give yourself as a new coach. Most coaches figure this stuff out the hard way, after years of trial and error. This course shortcuts that process significantly.
Absolutely. The course is designed to serve coaches at both stages. If you're early-stage, you'll use it to get more intentional and strategic. If you're more established, you'll use it to audit what's working, identify the gaps, and build what's been missing.
This course teaches you the EDIT framework as applied to business building and gives you the strategy, systems, and execution tools to move forward independently.
The Business Edit 1:1 coaching program is where we apply all of it to your specific practice — with real-time coaching, personalized strategy, and a working partner who rolls up their sleeves alongside you. The course is a great place to start, but 1:1 coaching is where the deepest work happens.
If you choose to work with me 1:1 in my 12-Session Coaching Package, I will apply the cost of this course to the cost of your coaching package.