Breaking free from traditional business models, Lori Kennedy empowers alternative practitioners and coaches to build thriving, purpose-driven businesses—all while balancing motherhood and pursuing her bold goal of an eight-figure cash year.
Lori Kennedy is not only a dedicated mom to her two kids but also the powerhouse Founder & CEO of The Wellness Business Hub. With an unwavering commitment to growth and empowerment, Lori made a pivotal decision in 2012 to step away from the traditional model of trading dollars for hours as a personal trainer and Registered Holistic Nutritionist. She boldly ventured into the online space, launching her first signature program—and she hasn’t looked back since.
From her dining room table, Lori has built an extraordinary 8-figure coaching business, supported by a dynamic team of 40. Her unique ability to inspire, teach, and push alternative practitioners and coaches to break free from conventional limits has allowed countless entrepreneurs to create the businesses of their dreams—all on their own terms.
A no-nonsense business coach and mentor, Lori’s expertise has earned her features in Forbes, Inc., Huffington Post, and Fast Company. As she continues to expand her impact, Lori is now actively pursuing an eight-figure cash year, a testament to her relentless drive for growth, transformation, and leadership.
Tell us about yourself—especially the parts that aren’t so well-known from your online presence.
I’ll start with the parts that are more commonly known. I’ve never had a corporate job—I’ve been self-employed since I was 19. For the record, I’m 43 now. I started out as a personal trainer while still in university because I wanted a flexible schedule. Even back then, I realized there were opportunities off the beaten path. My degree is in Applied Human Science, which focuses on leadership and coaching, so I was doing something traditional while also pursuing a very non-traditional way to support myself.
Unlike most university students, I worked multiple jobs, not because I had to, but because I’ve always wanted to earn money and do things differently. I found that personal training paid more than minimum wage and gave me control over my schedule, which I loved. I’m a morning person, so it worked out perfectly. I’d train clients early in the morning, go to class, and then head back to the gym to finish my day with clients by 5 or 6 PM. I thrived on that balance and freedom; those years were some of the best of my life.
And something else that might surprise people: I was diagnosed with inattentive ADHD a few years ago. That diagnosis was life-changing for me because it explained parts of myself I had felt so much shame and embarrassment around. For years, I’d mess up details like school dates, birthday parties, or impulsively say or do the wrong thing. I carried so much shame about being “scatterbrained” or a “hot mess.” When I got the ADHD diagnosis, I finally understood that this is how my brain works—it’s not something I do on purpose. It gave me a sense of relief and acceptance.
Now, I’ve implemented strategies to manage my ADHD, but there are still moments where I have to remind myself, “I have ADHD, and that’s just part of who I am.” And despite those challenges, I’ve built an incredible business, a supportive community, and a team of 40 people. My brain has allowed me to build something amazing, so it can’t be all bad, right?
I’m also a divorced single mom. My daughter is now 16, and my son is 13, and I’ve been navigating this online business journey as a single parent since he was born. I’ve had a lot of help, first from my parents and now from my “nanny wife,” Emma. She’s been with us for almost five years, and she’s become a massive part of my life, especially during the chaos of COVID.
I used to hide hiring help because I thought it made me look like a bad mom, like I should be able to do everything myself. I have a part-time nanny, a bi-weekly cleaning service, lawn care, snow removal, and I use the Jiffy app for everything I possibly can. I value my time. As a single mom running a business, I’ve learned that I can’t do everything myself. My priorities are my health, being present with my kids and growing my business; that doesn’t leave much time left over for domestic duties, so instead of burning out, I delegate.
What inspired you to enter the field of coaching and personal development?
I’ve always been drawn to health, fitness, and leadership. I was a competitive dancer, a gymnast, and later a gymnastics coach. That transitioned into becoming a personal trainer, and I’ve been active in the health industry my whole life. But my real entry into holistic health came when I was in university, dealing with my severe digestive issues.
For years, I struggled with my health—digestive problems, rounds of antibiotics, and even getting a yeast infection in grade five. By high school, my digestive system essentially shut down, and I couldn’t keep food down. No doctor could give me a clear answer until I saw a Naturopathic Doctor who introduced me to healing protocols that changed my life. She introduced me to the idea that I could heal my own body. I was 19, and after following her protocols, I healed myself. That experience sparked a passion for holistic health and helping others do the same.
I was also drawn to coaching and leadership from a young age. My degree was in Applied Human Sciences, and I’ve always felt a unique power to move people and inspire change. I’ve seen firsthand how powerful it can be when people rise to the occasion. I saw it in my own family—my parents didn’t become victims when my sister was born with severe physical and mental disabilities. They rose above it and started a nonprofit to support her and other families like ours. That mindset shaped me. I’ve always believed I was meant to be a leader and role model.
What has been the catalyst for your personal growth and healing?
The most significant catalyst for my growth has been to have a ‘pinch me’ kind of life. I didn’t want a ‘regular’ life. I wanted to be financially free and have the flexibility to own my days. I thrive on challenges and pushing myself. My ADHD brain needs that constant stimulation, that next level of advancement. But for a long time, I wasn’t convinced I could have the kind of business and life I desired.
A major part of my healing journey has been self-acceptance—understanding who I am and being okay with it. I had to reconcile the fact that I’m not a traditional wife, mother, or businesswoman. I grew up in a very traditional environment, and it was tough to break free from those cultural expectations. But nothing traditional makes me happy, and I’ve learned to accept that.
Healing for me has also meant accepting all parts of my life—grief, abundance, success, and failure—without judgment. That’s been the biggest catalyst for my personal growth: accepting who I am and owning it without shrinking or making myself smaller for others.
What advice would you give to your younger self or to other women who feel stuck?
I always knew I wanted big things. I was bullied throughout high school, and for a long time, I made myself small because of that. But I knew deep down that I was meant to lead and do something meaningful. It just took time for me to find the right vehicle.
So my advice would be this: if you’re stuck, keep trying different things until you find the right vehicle for your growth. I tried everything—personal training, MLM, selling knives, traveling, living in Australia—until I found what clicked. Once I became a nutritionist, it became my vehicle for growth, and everything flowed from there. If you know you’re meant for more, keep exploring different ways to express that. Don’t be afraid to change direction. Sometimes, the vehicle you’re in isn’t the right one, and that’s okay. You can always switch cars; just don’t stop driving forward.
Can you tell us about your offers and how women can work with you?
I run The Wellness Business Hub, where I mentor practitioners and coaches on how to build their businesses through signature coaching programs. One of the biggest lessons I learned early on is that the one-on-one client model is exhausting and unsustainable. I realized that if I wanted financial stability and time freedom, I needed to create a program that allowed me to serve more people in less time. Having a signature program became my ticket to freedom.
Since then, I’ve helped thousands of practitioners and coaches create online businesses using my proprietary customized client care system. Our mission at The Wellness Business Hub is to revolutionize how practitioners and coaches use their professional training to deliver high-touch, personalized care so they can expand their impact without burning out.
What’s the next big goal you’re actively Manifesting?
Right now, we’re calling in our first eight-figure cash year. We’ve been working toward this for the past three years, and it’s about so much more than just hitting a number. Achieving this milestone requires a business to operate at a high level of efficiency, leadership, and transformation. For me, the journey is the reward. The money is simply the evidence of the work we’re doing. So, while the goal is to bring in $10 million cash, it’s about providing the best quality programs and services, evolving as a team and as a business to make that happen.
What are some of your rules and practices for maintaining an abundant mindset?
I’ve been studying mindset for a long time. I’ve been in therapy for a long time. A question I ask myself is: how can I end my own suffering? Things happen, but how I experience them is up to me. If I’m unhappy or frustrated, I know I have the power to change my circumstances. I also have a strict morning routine—I’ve been waking up at 5 a.m. since 2012, and I spend the first 90 minutes working on growth-focused business tasks. If my day goes off the rails, I know I’ve already done the work needed to grow the business.
I am not a fancy person; I don’t value spending money on designer things. However, I’ve noticed that spending time in luxurious environments, like five-star hotels or fancy restaurants, helps me stay in an abundant mindset. It’s not about the material things but the change in state it provides. I need that contrast to balance my day-to-day life as a single mom who spends most of her time at the hockey arena or working from home.
Any last words you want women to retain from your work?
As successful women, we often operate very differently from traditional expectations. I think that’s where many women struggle—there’s tension between what society tells us we should do and the behaviours that are required to achieve a high level of success. My advice is to embrace the unconventional, step into your power, and make decisions that serve your goals, even if they go against the norm.
Photo Credit – Marsha Lou
