Hey friend, I'm
really glad you're here!
I'm Cecilia, Business & Leadership Coach for Therapists & Wellness Practice owners and the dreamer behind The Sustainable Practice Framework™
I'm on a mission to dismantle the hustle culture and patriarchal business norms that demand therapy leaders—especially women—sacrifice themselves for success. My mission is to equip Canadian therapists and wellness business owners with The Sustainable Practice Framework™—a strategic approach for scaling to $500K+ while honouring your healing values, building wealth without guilt, leading authentically, and creating systems that protect your energy.
This isn't just coaching—it's catalyzing a movement where sustainable success becomes the new standard for healing professionals.
The Practitioner-to-CEO Identity Crisis You're Navigating...
You're sitting with a client, fully present in your element, when your mind suddenly drifts to that unanswered email about taxes, the team meeting you haven't prepped for, or the growth strategy that's been sitting untouched for weeks.
The practitioner in you feels guilty for thinking about business during a session. The emerging CEO in you feels anxious about all the strategic work piling up. You're caught in a constant tug-of-war between two identities that seem impossible to reconcile.
Here's what's really happening:
You've built a successful practice on deep clinical expertise and genuine care. Your clients adore you. Your caseload is building or already full. But you've hit the ceiling of what your personal capacity can sustain - and you know there's a bigger vision waiting.
The truth? You're not missing anything.You need a different framework.
You're ready to scale to $500K+, but every traditional business growth strategy feels like it requires you to abandon the therapeutic heart of your practice or sacrifice yourself at the altar of entrepreneurship. You've watched colleagues seemingly navigate this transition with ease while you wonder what you're missing.
My Real Story Behind The Framework: Hustle Culture Trap (Let's Get Honest)
I didn't go to business school.
I spent years earning social work degrees and credentials because I wanted to help people. I became a therapist to facilitate healing, to witness transformation, to create space for people to rewrite their stories. When I started my private practice, I was full of hope and vision—ready to build something meaningful that reflected my values.
What I didn't have? Any actual business strategy.
I read the business books. I took the courses. I implemented what the "experts" recommended. But here's what I slowly realized: All of it was designed by men, for men. The leadership models felt authoritative and hierarchical. The growth strategies prioritized aggression over collaboration. The success metrics celebrated hustle over sustainability.
None of it fit the way I actually wanted to lead. None of it honoured the feminist and anti-oppressive principles that guided my clinical work. I kept trying to force myself into frameworks that felt fundamentally wrong, wondering why I couldn't just make it work.
I was working 50+ hours per week, sacrificing personal relationships, staring at the ceiling at night as my mind raced with all the "solutions" I could try. I ran myself ragged throwing spaghetti at the wall, crossing my fingers that this would be the trick to fix it all. I hit a wall. Hard. And I couldn't see a way forward if continuing meant this level of depletion. I was ready to quit.
The breaking point that became my breakthrough
In 2019, I made one of the hardest decisions of my professional life: I ended my business partnership & started fresh. It was terrifying but liberating.
​For the first time, I asked myself: What if I built my practice the same way I approach therapy?
What if I applied narrative therapy principles—challenging dominant stories, externalizing problems, re-authoring narratives—to business building? What if feminist and anti-oppressive theory weren't just my clinical foundation but my business foundation?
What if I stopped trying to lead like the men who wrote those business books & started leading like myself?
​Everything shifted. I stopped forcing myself into patriarchal business models. I started designing collaborative systems instead of hierarchical structures. I challenged the hustle culture narrative that success requires sacrifice. I built boundaries as strategic business functions, not just personal self-care.
​Something remarkable happened: I built a seven-figure group practice that actually felt sustainable.
Not just profitable—sustainable. A practice that served my life instead of consuming it. A team culture rooted in collective care & equity. Growth that honoured my capacity rather than depleting it. Leadership that felt authentic rather than performative
It's the Expertise that make this work!
25+
Dedicated Years
I hold a Bachelor’s and Master’s Degree in Social Work, with 25 years of experience in mental health & 17 years of building my therapy practice, navigating the complex evolution from practitioner to CEO.
100+
Practisioners
I've worked extensively with Canadian therapy & wellness business owners, which means I know the provincial regulations, tax implications, cultural nuances, & specific challenges that our context creates.
4p
Framework
I began applying therapeutic wisdom to business challenges & discovered that feminist & anti-oppressive principles weren't just ethical choices; they led to better business outcomes. Sustainability.
My secret weapon turned out to be my clinical training. All those years learning about narrative therapy, feminist theory, anti-oppressive practice, systems thinking, & trauma-
informed care? They don't disappear when you step into your CEO role—they enhance it.
Who you'll be working with:
Proof that you can build a $500K+ practice
(or scale to seven figures) that serves your life, not consumes it. Because I've done it, I've helped others do it, and I know exactly what pillars need to be in place to make it sustainable.
A commitment to dismantling the narrative that success requires sacrifice.
I will push back on hustle culture, challenge the belief that "good therapists don't focus on money," and prove that your clinical values actually enhance your business success.
Clinical wisdom applied directly to your business challenges—
We'll use narrative therapy principles, systems thinking, and trauma-informed approaches to build your practice. (Yes, we're bringing therapeutic concepts into the boardroom.)
Someone who gets it because I've lived it—
the hope-filled beginning with zero strategy, the draining partnership, the wall-hitting burnout, the terrify-ing decision to start over, & the freedom of building something radically different that works.
Real talk about the transformation required—
without the corporate BS or toxic positivity. I'm not going to tell you to "just delegate" or "set boundaries" without addressing why that feels impossible right now.
I didn't go to business school—
I went to Dalhousie’s School of Social Work to help people. And that's precisely why I can help you lead your business without losing your healing touch—by building it with your therapeutic wisdom, not despite it.
Feminist & Anti-Oppressive
Your growth plan will challenge patriarchal business norms, honour your collaborative values, & create systems rooted in equity, collective care—not because it's ideologically correct, but because it actually works better.