From the Brink of Collapse to Half a Million in Revenue

Heather Fogg

Fundamental Footcare
RN, BSN, Clinic Director

From “I Might Lose Everything” to a Profitable, Scalable Business—In Just 6 Months

When Heather came to me, she wasn’t just overwhelmed—she was on the verge of collapse.

She had just opened a physical clinic, taken on debt, and launched a new membership model with a major price increase. But the rollout had been rushed. The structure wasn’t solid, and the messaging wasn’t clear. Within weeks, she lost a third of her clients.

Despite working 60+ hours a week and seeing 30 clients herself, Heather was barely paying herself—just $500 every two weeks. And even with that, she was ending the year in the red.

“I was trying to project confidence to my team and my clients,” she told me, “but I didn’t believe in the business model myself.”

She was passionate, driven, and committed to serving her community—but she was running on fumes. Her revenue was unstable. Her team structure wasn’t working. And she was exhausted trying to do it all.

Worst of all, she didn’t see a way forward. “I didn’t think I could afford coaching,” she said. “But I knew I couldn’t afford not to.

I didn’t have a plan. I didn’t have systems. And I didn’t think I’d still have a business if things didn’t change fast.”

What we did:

We started with the highest-leverage point in her business: her broken membership model. It was the biggest source of cash flow—and the biggest source of client confusion.

Together, we restructured it from the ground up:

Within months, members weren’t just signing up—they were prepaying for the entire year. The revenue stabilized. Heather got breathing room.

And something deeper shifted too: She started to believe in her offer again. And her clients could feel it. “Having a coach who believed in me—who had as much skin in the game as I did—was huge,” she said.

From there, we kept going… we shifted her focus to what was actually profitable—clinic visits and training programs, helped her identify and eliminate expenses that weren’t generating ROI, introduced KPI scorecards so she could lead with clarity, not chaos, encouraged her to bring on an operations manager—before she thought she could afford it.

“It felt impossible,” she said. “But Christine made it make sense. It wasn’t just the right move—it was the move that changed everything.”

“(Working with Christine) gave my business structure. It gave me confidence. It gave me my time back.”

Heather Fogg

In just the first 3–6 months of working together, Heather’s business transformed:

Revenue surged to nearly $200k—in the first half of the year
Her salary nearly tripled, from $25k to $65k annually
She cut her hours from 60+ to 40/week, and reduced her client load from 30 to just 10/week
She took four full weeks off, plus multiple long weekends—after nearly burning out the year before
Her team grew strategically, with 6 core members, 2 new hires incoming, and systems that scale
She began attracting nurse trainees from across the U.S. and running statewide community clinics

…And that was just the beginning.

By the end of her first year in the program, Heather is projected to:

Today, Heather isn’t just surviving—she’s leading.

She has the systems, strategy, and self-trust to grow without burning out. Her clients feel deeply cared for. Her team feels valued and aligned. And she finally feels like the CEO she was always meant to be.

“I’m proud that I saved my business,” she said. “I’m proud of the culture we’ve built, the reputation we’ve earned, and the future we’re building.”

Let’s build what’s next together

Your next chapter doesn’t need to be so heavy

If you’re done carrying it all alone and ready to grow with strategy, support, and heart, let’s talk. You don’t need to have it all figured out. You just need a starting point.