Ten Years of Coaching: A Heartfelt Thank You

This month marks 10 years since I launched my very first coaching program — Fully Booked Without Burnout. It’s a milestone that I honestly can’t believe has come around so quickly, but when I reflect on the journey, the learning, the growth (and the tears!), I am just so incredibly grateful. Grateful for the work, the people, the impact — and for what this has grown into.

But let me take you back to where it all began.

From Massage Table to Movement

When I first started treating in the year 2000, things were simple. I bought my massage table off eBay. My towels came from a discount towel shop. My massage oil and Melrose H2O? Straight from massage school. I still have that original oil bottle.

But even back then, massage was never just massage to me.

I got into this work because I had seen people I love live with chronic pain, and at the time, there weren’t many answers that truly helped. I believed — even as a baby therapist — that massage could create real change, that we could help people heal deeply, not just feel good for an hour.

And as someone with a chronic condition myself, I experienced firsthand how powerful regular bodywork could be. That’s what I wanted for my clients — real relief, real hope, and real transformation.

Building a Practice (and Learning a LOT)

In the early days, I worked out of a chiropractic clinic. Then a stint at Mount Hotham working in a day spa on the snowfields. Eventually, I came back and stepped into my own space full-time, working one day a week at a gym just to cover rent.

I tried hiring. It didn’t work at first.

I tried again — this time bringing in a close friend to help me vet the right person. And it worked beautifully. She stayed nearly 10 years, and we built an incredible clinic culture together. At one point, five of us were sharing one treatment room (all part-time!). We were packed.

Eventually, we outgrew the space and moved into a bigger clinic across the road with three rooms — but the jump nearly broke us. Out client base was only about 1/3 of what we needed. I didn’t pay myself for months. Our team almost barely got paid. And we were left with a shiny new clinic… and a loan we almost couldn’t afford.

That was my wake-up call.

It was the moment I realised: I needed help. I needed to understand business, not just massage.

Coaching Changed Everything

That’s when I joined my first business coaching program — and I was hooked.

Funny story: I was at a side-hustle workshop to help fund the coaching course I wanted, and the coach I’d been eyeing off literally sat down in front of me. I introduced myself and said, “I’m here so I can make some extra money to do your course.” And she said, “You know I offer payment plans, right?” And that was it. I was in.

Two weeks later I was learning how to really run a business.

Six months after that, I did a course on how to create an online program. And a few months after that… I launched it.

The Birth of Fully Booked Without Burnout

In August 2015, I launched my first group coaching program.

It was $1,000 per person, and I was absolutely stoked when five people signed up. Most joined on a payment plan of $100 per week — because that’s how I’d been able to access help myself, and I wanted to offer that same support.

I remember speaking to the very first student and wondering quietly, I hope this works…

At the end of the six weeks, I asked her how she was going.

She said, “I’m fully booked.”

I said, “Wait… what?”

She said, “I did everything you told me. I had five clients a week. Now I have 25.”

She was studying at the time, doing her diploma, building a website, setting up booking systems, running Facebook ads — and still managed to get everything done. I was floored. That’s when I knew: this actually works.

From there, Fully Booked Without Burnout evolved into Fully Booked Bootcamp, an 8-week program with implementation weeks, hands-on support, and a community of practitioners who truly care about their work and their future.

One of my early dreams was to help 100 people through this program. I drew a thermometer to track every single person’s name… and I still have that piece of paper today in my office.

We’ve now worked with over 500 practitioners in Bootcamp — and many have gone on to join our 12-month coaching programs, too.

More Than Just Getting Booked

But here’s the thing: it’s never just been about marketing. Or getting busy. Or making more money.

This work — the coaching work — has always been about something deeper.

It’s about longevity. Boundaries. Identity. Maturity. Worth. It’s about becoming the kind of practitioner and human who leads, grows, and impacts others — without losing themselves in the process.

Over the years, I’ve seen practitioners not only fill their calendars, but:

• Leave unhealthy relationships

• Find deeper, more aligned partnerships

• Become coaches themselves

• Shift careers entirely, following new passions

• Make powerful parenting decisions

• Create lives that feel good, not just look good

And yes, I’ve also seen people struggle. Not everyone finds it easy. Some people hit blocks or can’t implement. And when that happens, it messes with me — because I care. Because I want everyone to grow. And I’ll always jump on a call if I can help someone get unstuck.

That’s why our promise in Bootcamp has always been:

We’ll work with you until you’re fully booked.

And we’ve stood by that — again and again.

A Legacy I’m Proud Of

I’ve had the honour of working alongside Massage & Myotherapy Australia, ATMS, ABMP, Destiny Pursuit, The Elevation Company, B1G1, and Compassion Australia.

We’ve both received impact and created impact — and that feels like a beautiful exchange.

After 10 years of coaching, I can say with certainty:

I love this work.

I love this industry.

And I’m unbelievably grateful for every practitioner who’s trusted me to walk this path with them.

Whether you’ve worked with me directly, shared a post, sat in a room, or messaged to say, “Thank you, this helped,” — you are part of this journey.

So here’s to you — and here’s to 10 years of growth, grit, generosity, and guiding health leaders to become who they were always meant to be.

Bring on the next 10.

💛

Elicia