Meet Joanna


My special abilities happen to be in creating easy-to-follow systems and processes that help you generate predictable income and make your business run like clockwork.


When was the last time you took a much-needed vacation while your business kept running and you still had income flowing in?

Probably not recently, if ever, right? Well it's my goal to help you do that.

I promise it's possible. And I totally understand that you may not see how to do that right now. After all, you started business to help people in your community, either locally or online, experience transformation - in health or personal growth.

And I know, I know. It's not about the money. You don't do this for the money. But when your income goes up and down every month, unpredictably, it becomes about the money, doesn't it? Stressing about whether you'll be able to pay the bills next month, or put money away for retirement, is no fun.

You didn’t sign up for a career in marketing, sales, financial management, or tech set up. Yet, that's what it seems like you're expected to do for your business to grow. And you're really not doing it very well, am I right?

That’s where I come in.

I help practitioners just like you streamline your business so you can focus on doing what you love: helping your clients live happier, healthier, more fulfilling lives.

My special abilities happen to be in creating easy-to-follow systems and processes that help you generate predictable income and feel more fulfilled in your business.

But more importantly, I believe that when you step into leadership of your business, you show up for the world in a bigger, better and more powerful way than ever.

That's what I'm here to help you do.

My clients tell me that I’m straight-forward, direct, and honest. And if you work with me, know that I will challenge you. I will push you and support you to build the business you've dreamed of, and I won't let you get in your own way.

What once felt overwhelmingly complex and out of your control in your business can be streamlined and flow with simple systems that work for you.

Wondering what my deal is?

  • My calling has always been to teach. I have a Masters Degree in Teaching and I was a high school teacher and teacher-educator for a decade.
  • I am the mother of two redheaded sons, Emilio and Moisés, and I say their hair is evidence of the fire inside me. They are both talented musicians.
  • I founded, grew, and eventually sold a brick-and-mortar athletic training and wellness coaching business. That's where I first earned my business chops.
  • I am a Masters National Champion in Olympic-style Weightlifting. My personal bests are 70k Snatch and 82k Clean and Jerk. I didn't even start my weightlifting career until I was 34 years old. You are never too old to learn, grow, and reach new goals.
  • I currently live on the unceded lands of the Southern Pomo and Coastal Miwok near the northwestern edge of the San Francisco Bay.
  • I play classical piano for no one but myself.
  • I believe that Black Lives Matter. I believe that our small businesses can actually be vehicles for dismantling white supremacy, patriarchy, and other systems of oppression. I believe that housing, food, and medical care are basic human rights that everyone should have regardless of how much money they make.
  • Through multiple careers and phases of life, my purpose has always been the same: to help other people become agents of change in their own lives and in the world.

You know that big vision you have for yourself and your business that you're not sure how to make a reality? Let's build THAT. I'll show you how.

So how would you feel if you had really great, high-quality clients — and steady, predictable income?

As a business coach, I work with clients who desperately need to improve their businesses, but they don’t know how to do it on their own, so they come to me for business strategy, sales and development support.

You and I are not so different. You and I both know how valuable your services are and I want to make sure that your future clients have a smooth path to follow so they can start working with you as soon as possible.

When I first met Dylan, he had passion and ambition and knew how to get client results, but he didn’t really have a business. In his own words:


"Now, I have a marketing plan, a sales system, a website, and a list of happy and paying customers. Perhaps even more important than all that is that I have proven to myself that I do have a viable business. "

-Dylan Staniec, Sea2Summit Training, Custom Strength and Conditioning Programming

Together, we are building a more just and sustainable world.

I believe that healthier people — and I’m not just talking about physical health, I’m also talking about mental, emotional, and spiritual health…

Healthier people make better decisions for the future of our planet and our humanity.

That’s why I do the work I do. I provide business development education for innovative practitioners so they can build thriving, profitable, and sustainable businesses...and have a larger impact on our world.

I see my work as part of building a movement of people creating a new vision and a new reality for our future as humans on earth.

As more and more people are seeking ways to live healthier lives, to transform their physical and emotional health, reconnect with themselves and nature...
To create resilience, dismantle systems of oppression, and catalyze liberation...
And be part of a movement to create a more just and sustainable world...
We need effective practitioners, teachers, and healers to help and lead. I believe that this is the beginning of a revolution and evolution.
Using my experience as a teacher and coach for the last twenty-five years, from the classroom to the gym floor to small business across the world, I teach and mentor practitioners, coaches, and consultants that do powerful, innovative, and transformational work in their fields to help them build more successful, sustainable and higher-impact businesses, so that together, we can build the future we want.

My Story



Getting New Clients using a Free Call Strategy – Joanna’s Success Story

I learned the hard way that being good at the service you provide does not make you successful at business.

Let me take you back to a breezy Sunday afternoon in 2009.

Sundays were the only day my business was closed, my only day off in the week. I had a brick and mortar fitness business here in Sonoma County, California.

As much as I loved my business, I was so busy working in it that a day off each week was a great relief.

So I was at home on this Sunday, lying on the rug-covered floor in a patch of sun next to a window, when my skin, starting on my stomach then spreading all over my body, started to break out in tiny red dots. Even more alarming was that I felt nauseated and lightheaded.

Something was really, really wrong.

I was a single mother of two young kids (just 4 and 7 at the time), had lived in the area for only two years, and didn't have family nearby. I called a friend and she came right over. I was lying on the floor.

"We need to get you to the hospital," she said.

She took me to the emergency room.

Thankfully the wait was not long and the doctor examined me. He didn't know what this was and began running dozens of tests. Second doctor called in. All the potential viruses and bacterial infections were ruled out. Tropical diseases ruled out. Had I come into contact with this substance? Or that substance? No, no.

Two hours later, they still had no answers. And that's when I realized...

This was a manifestation of the STRESS I was carrying from running my business!

My body was telling me: this is too much, you can't keep doing this, or you will break down. In fact, I had already started to break down...and if I was not able to serve my clients and run the business, well...there would be no business.

I had been so happy to launch my business that year and offer a great, unique, needed service in my community. Previously I had been a high school teacher and teacher-educator for a decade. So when I decided to open the business, I had absolutely no background in business.

Like many service-providers, I had a passion for the service and for helping people, and just jumped in with that passion.

Yet all I had done was create a job for myself…a job that was completely dependent on me to do everything, from attracting clients to providing the actual services – and everything in between, day in and day out.

This wasn't a sustainable business. And it was becoming a very stressful one that was hurting my health and my ability to keep going.

I had thought that being really good at my service would automatically mean I could build a successful business. I was wrong.

I realized that I needed to learn business. I was the owner of a business, and I needed to lead it as a business owner, not just be a practitioner.

So with the right guidance and grit and systems...

I turned it into a multi-six figure business that gave me the financial freedom, the impact on my community, and the lifestyle I was seeking.

Now I'm doing it again with my second business. And this is exactly what I teach other practitioners how to do.


Are you ready for a Business (R)Evolution?

The Business (R)Evolution is my VIP program that combines one-on-one support with targeted group coaching to help you finally create the business you’ve been dreaming of.

Trade in constant struggle for a profitable and sustainable practice that provides you with predictable revenue and finally focus on the work you were put on this earth to do.