There is a particular version of business success that we’re encouraged to aspire towards. It usually involves more growth, more productivity, more clients, more revenue and an ever-expanding reach. None of those things are inherently wrong, and I don’t judge anyone whose ambitions are aligned with that path. In many ways, our economy rewards people for pursuing it.
The more I have built Holora, however, the more I have realised that my vision of success is rooted in something different.
I am interested in sustainability, not just growth. I am interested in relationships, not just transactions. I am interested in creating something that strengthens the health and wellbeing of the people involved in it, including myself. When I think about the future of Holora, I don’t picture a business empire. I picture a community.
That is why I often describe Holora as being built around a matriarchal business model.
What I Mean by a Matriarchal Business Model
When I use the word “matriarchal”, I am not talking about women having power over others, nor am I suggesting that there is one right way to run a business. For me, matriarchy is about stewardship. It is about recognising that people flourish when they are supported, connected and invested in. It is about prioritising long-term wellbeing alongside financial sustainability, rather than viewing them as opposing forces.
The traditional business model often resembles a funnel. People move through, transactions are completed and the focus is on bringing more people in at the top. What interests me far more is the idea of a circle. I want the value created within Holora to keep moving. When a woman becomes stronger, learns to trust her body again, improves her sleep, develops confidence around food or discovers a sense of belonging, those benefits rarely stop with her. They ripple through families, friendships, workplaces and communities. The return on that investment extends far beyond the original service.
Putting Values Into Practice
This way of thinking influences many of the decisions I make.
Recently, after investing in new equipment, I gained the capacity to support four women in a small group session instead of three. I could have kept the additional revenue generated by that extra space. There would have been nothing wrong with that decision and I have enormous respect for business owners who need or choose to make decisions that maximise profitability. Every business operates within different constraints and circumstances.
Instead, I chose to lower the cost per person.
This wasn’t the only price adjustment I made. I have also recently reduced the cost of my clinic appointments. At a time when many people are facing rising household costs and difficult financial decisions, it didn’t feel right to ignore the reality that health support is becoming increasingly inaccessible for some. Whilst I cannot remove every barrier, I can review my pricing and ask whether it continues to reflect both the value of my work and the needs of the community I serve.
Looking ahead, one of my longer-term aspirations is to create a Holora Fund. The details are still evolving, but my hope is to build a pot of money that can help subsidise coaching, appointments or support for people on low incomes who might otherwise struggle to access them. I believe everyone deserves the opportunity to invest in their health, regardless of their financial circumstances, and I would love Holora to play a small part in making that possible.
The reason was simple. I want the women I work with to be able to sustain their training for years, not months. I am not interested in selling quick transformations or creating a health journey that is only accessible when finances are abundant. My work has always been rooted in supporting women through real life, with all its unpredictability, responsibilities and changing seasons. Making training more financially sustainable felt aligned with that purpose.
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Recognising My Privilege
Why I Share Knowledge Freely
Choosing Where My Energy Goes
At the same time, a matriarchal business is not about endless giving. It is not about martyrdom, self-sacrifice or depleting yourself in service of others. One of the most important lessons I have learned is that I get to choose where my energy goes. My time, attention and emotional capacity are finite resources. The health of my business depends partly on how intentionally I invest them.
For me, this means choosing projects that align with my values, working with people who want long-term support rather than quick fixes, and growing at a pace that feels sustainable rather than impressive. l love the autonomy of running my business how I want and I get a huge sense of joy from supporting my clients and collaborators.
A More Circular Economy of Health
Ultimately, I want Holora to contribute to a more circular economy of health. One where investment in wellbeing creates benefits that flow outward into the wider community. One where people feel supported rather than sold to. One where, over time, initiatives such as a Holora Fund can help make support more accessible to those who need it most. One where success is measured not only by revenue but by resilience, connection, knowledge and health.
That vision may not be the most conventional business model. It may not be the fastest route to growth. But it feels deeply aligned with the kind of business I want to build and the kind of life I want to live.
And for me, that is reason enough. 🤍
Ready to Join Our Community?
If you’re looking for a place to build strength, improve your health and train alongside other supportive women, our small group coaching might be exactly what you’re looking for.
At Holora, we focus on sustainable health, not quick fixes. You’ll be coached in a safe, welcoming environment where your wellbeing matters just as much as your progress.
“Being part of Emily’s small group PT has changed my life for the better in many ways. Having OA hips diagnosed in my early 40s I suddenly no longer trusted my body and was scared to challenge myself for fear of pain/injury.
Since joining, Emily has helped me to understand my body better, have confidence to push myself, and to recognise when I need to do things slightly differently. As a result I feel stronger and more able to give anything a try. Emily is amazing and has created a completely inclusive, non-threatening environment.
She is open, warm, welcoming, encouraging, empowering, extremely knowledgeable, non-judgemental, full of light and fun. I have also met a wonderful group of incredible, supportive, like-minded women through attending.
It is the highlight of my week and I cannot recommend it highly enough!”
Google Review- Sarah BSmall Group Personal Training — £65 per month
One coached session per week
Location: Wickwar (GL12 8PL)
Membership includes:
- One coached Small Group PT session per week (term time only)
- Access to on-demand workouts and health content
- 1 x annual Whole Woman Health Review
A dedicated 1-2-1 session to reflect on your movement, nutrition, sleep, stress, lifestyle, values and health priorities, ensuring your coaching continues to support the whole of you throughout the year. - A supportive community of like-minded women
- Coaching that considers your whole wellbeing, not just your fitness
Availability from September
- Tuesday – 10.45am & 6.30pm
- Friday – 7.00am, 10.30am & 11.45am
With a maximum of four women per session, places are intentionally limited to ensure everyone receives the support and coaching they need.
If you’re ready to build confidence in your body, improve your health and become part of a supportive community of women, I’d love to hear from you.
Get in touch to reserve your September space at hello@holorahealth.co.uk