060_Business Coaching for Health Coaches: Strategies to Grow Your Practice with Ellen Smalley

Host: Jarvis T. Gray
Guest: Ellen Smalley, Owner of Creekside Health Coaching

Episode Summary:
Jarvis T. Gray sits down with Ellen Smalley of Creekside Health Coaching to explore best practices for growing a mission-driven health coaching business. Ellen shares her journey from exercise physiology and cardiac rehab to becoming a national board certified health coach. The conversation covers the unique value of health coaching, actionable strategies for business growth, and Ellen’s personal motivation rooted in family and caregiving.

Key Topics & Takeaways

• Ellen’s Origin Story & Motivation
  • Lifelong passion for health and service.
  • Personal experiences (family loss to heart disease) shaped her drive to support clients in lifestyle changes.
• Client Experience: Ellen’s Approach
  • Starts with a vision of the client’s desired life six months out.
  • Incremental weekly tasks, regular check-ins, ongoing tweaks.
  • Programs typically span 3–6 months, emphasizing sustainable change.
• Alignment of Personal and Professional Values
  • Focus on stress management and support for parents/caregivers, especially those with neurodivergent children.
  • Ellen’s personal story as a working mom resonates with her clientele.
• Business Goals & Strategies
  • Ellen’s recent emphasis on business growth (post-board certification).
  • Key business goal: Networking with clinics, therapists, and referral partners.
  • Website improvements (adding referral forms) to streamline collaborations.
  • Importance of setting quarterly, written goals for business focus (finance, faith, family, fitness suggested by Jarvis).
• Lead Generation & Conversion
  • Networking via platforms like Alignable, local events, and direct outreach.
  • Workshop/webinar strategy: Hosting regular events to establish expertise and build traction.
  • Create a detailed client avatar to target marketing and partnership efforts.
  • Joint ventures with relevant service providers (e.g., therapists, diet services, interior organizers).
  • Use of automated systems (CRM/Square) for appointment reminders and touchpoints.
  • The power of personal follow-up calls for conversions—human connection trumps automation.
• Quarterly Goal Setting
  • Structure goals around business growth, lead gen, conversion, and service delivery.
  • Adjust strategies to fit around work and life commitments.

Actions & Advice for Health Coaching Entrepreneurs

• Set clear, quarterly business goals.
• Build repeatable workshop/webinar processes.
• Leverage personal stories—value-driven follow-up is key for conversion.
• Build referral networks across complementary professions.
• Use CRM tools to automate, but always prioritize genuine human connections.
• Develop a detailed client avatar for clarity in marketing and partnerships.

Connect with Ellen Smalley

• Website:

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