Do you ever feel like you're constantly reinventing yourself or your business? Like your main focus or specialty is constantly shifting? If so, you're not alone. For many business owners, the evolution of both personal and professional identity can feel frustrating, as if you’re constantly starting over.  

Take marketers for example. The constant refocusing of services and specialties to align with latest trends can be exhausting, but in reality, it’s necessary to build a business that can adapt and expand to stay relevant. Even looking at big brands like Apple, which began as a personal computer company and transformed into a global tech giant, it’s clear that reinvention is a critical component of business.

As I reflect on my 30 year journey as a physical therapist and practice owner, I’m struck by how deeply each season of my life has impacted the evolution of my business. Each decade shaped my passions, curiosities, and focuses, impacting the people I serve, how I serve them, and the brand I’m building in the community. 

When I started my business, I was providing one specific area of care, and 30 years later, I have evolved into a full service physical therapy practice that is designed to care for women throughout their lifetime, at each unique stage.  

It didn’t happen intentionally- it was a much more organic process than you might expect. Here’s my story of how embracing each stage of my life as I experienced it, helped me to develop a deeply personal connection to my target audience and cultivate a thriving practice enriched with layers of personal and professional expertise.

In my 20s, my passion lay in orthopedic sports medicine. As a runner myself, I was drawn to understanding the mechanics of movement and the art of recovery. Helping athletes overcome injuries and optimize their performance felt exhilarating. It was a decade of high energy, boundless curiosity, and a relentless drive to learn. The foundation I built during those years gave me a profound appreciation for the resilience of the human body—a lesson that would echo throughout my career.

My 30s brought a shift in focus, both personally and professionally. This was the decade I became a mother to four children, and my attention naturally gravitated toward pregnancy and postpartum health. Experiencing the physical and emotional transformations of motherhood firsthand, I developed a deep empathy for women navigating this stage. I immersed myself in understanding the intricacies of the pelvic floor, the demands of pregnancy on the body, and the journey of recovery. Helping other mothers regain strength and confidence became my mission, and it was and still is an immensely rewarding part of my practice, to empower women during such a pivotal time in their lives.

By my 40s, my perspective broadened once again. With a house full of teenagers, I became acutely aware of the impact of stress on the body and mind. This awareness fueled my fascination with the nervous system and inspired me to fully integrate a biopsychosocial approach into my practice. I began to see the interconnectedness of physical, emotional, and psychological health in a new light. This holistic perspective not only transformed the way I worked with clients but also helped me navigate the complexities of my own life with greater compassion and resilience.

Now, as I enter my 50s and approach menopause, my passion has evolved yet again. This season of life has brought with it a profound appreciation for hormone health and its influence on whole-body wellness. Menopause is often seen as a time of loss or decline, but I see it as a gift—a season full of power, vitality, and transformation. My mission has broadened to help women embrace this stage with confidence and grace, to share all of my knowledge and support them in ways that show they can thrive in this season.

It’s easy to feel frustrated when our vision, mission, and purpose for our business seems to be a moving target, ever evolving. But perhaps we can flip the script in our minds: we’re not reinventing ourselves or the business—we are simply broadening our lens to develop a deeper and stronger vision for those we serve. For me, I challenged myself not to feel as though I was having an identity crisis every 10 years. Instead, I viewed it as a natural growth and evolution to my identity as a woman, as physical therapist, and as a business owner.

Looking back, I realize that allowing the seasons of my life to shape my career and my business wasn’t just “okay”—it has been the key to my success.  Over the course of three decades, I built a practice fueled by passion and authenticity, with a deep understanding of who I am serving, what their pain points are, how they’re feeling, and how to truly connect with them. Each phase added rich layers of knowledge and skill, enabling me to cultivate and support my clients in meaningful ways. It’s a privilege to help others through the transitions of life, no matter where they are on their journey. 

I will continue to allow the  joys, challenges, and transitions in my own life to inspire my career. My story and my lived experience is an integral  part of my business; I have allowed it to propel my growth so I can live my purpose. I encourage you to lean into the seasons of your life as well as your passions and curiosities, so you can build a thriving business that is truly remarkable. Something that is a reflection of you and your purpose.