What it looks like to run a humanity-focused business in 2024

In early 2024, I made the decision to turn my group coaching program, SUSTAIN, into a lifetime access program. After you pay for six months of your monthly membership, you’re just IN. No more payments, no need to prove yourself or rush into the materials. You’re in for as long as I run the program.

One of my beloved clients messaged me when I shared this news. She said: “To be honest, the capitalist inside of me really doesn’t get why you’re doing this, but my humanist side appreciates it very much.”

I laughed.

Many people have been baffled by this decision and I know some might think it’s bad business. Like, I’m just going to let people stop paying? But here’s what I know: I’ve set strong values for the program, including abundance, nourishment and sustainability for both me and my clients. When I started to notice that people felt scarcity about catching up and getting all the materials into their brains in three months, I said: I need to own this. This isn’t the vibe I want.

I care about making this a humanity-first program. Yes, of course I need to make money. But there’s so much else going on here: Brand loyalty, the fact that my SUSTAINers often book additional coaching sessions with me, and the many referrals who come into the program from word-of-mouth…