What I Believe
This work isn’t just about programs. It’s about people.
The people who buy them.
The people who build them.
And the people who’ve been burned by them in the past!
I believe your group program should be a joy to run not a drain.
That your offer should feel like a promise you can’t wait to keep.
That your clients deserve more than hype, vibes and a Google Drive.
They deserve a path that makes sense. A process they can trust. And outcomes that last.
And you?
You deserve a business that feels as good on the inside as it looks on the outside.
One that respects your time, honours your values and builds real, lasting trust.
I'm here to design something that works. For more than one kind of person. In the real world.
I believe that Black lives matter. That trans rights are human rights.
That accessibility isn’t optional and inclusion is not a buzzword it’s a responsibility.
And I believe we all have a part to play in building something better.
In my work, that means:
- Questioning urgency, pressure, and shame-based tactics that get passed off as “standard” in online business
- Welcoming critical feedback (not just praise), and seeing it as a gift not a threat to my ego
- Being transparent about what’s included (and what’s not), so no one feels misled or manipulated
- Designing spaces where people can show up as they are, not who they think they should be
- Making intentional choices that support neurodivergent, disabled and marginalised folks because they’ve too often been excluded or expected to “just adapt”
This isn’t about performative allyship.
It’s about designing with care, checking our assumptions and using our platforms for good.
Let’s build the kind of programs you can be proud of.
Ones that grow because they work.
Ones that feel good to sell, fun to run and unforgettable to be part of.
Let’s lead like we mean it.
Business isn’t neutral…
I design for the messy, brilliant, real people in your programs. The ones with chronic illness, noisy kids, jobs on the side, social anxiety and a deep desire to grow.
That means...
- Making your curriculum accessible in different formats (audio, text, visual) so it meets people where they are.
- Letting people reflect and re-engage instead of falling behind and falling off.
- Creating check-ins that go deeper than “How’s everyone doing?” so people feel seen and supported.
- Offering examples that reflect diverse experiences, not just one narrow version of success.
- Holding boundaries that make your space safer for all
I Believe in Designing for Real Life
Intention
I teach structure, strategy and substance because your program is your reputation.
Overdelivering isn’t the same as over-giving. It’s about designing with strong boundaries that honours you and them .
Thoughtfulness
Curriculum is not content.
Experience is not an afterthought.
Everything I create is built to help you deliver real results
Sustainability
We’re not here to win the gold medal for hours worked or the time you wake up! I’ll help you design a program that supports your life, your capacity and your clients’ needs not the made-up rules of the online bro-economy.
Humans in mind
I design for humans. Which means I don’t assume everyone is neurotypical, extroverted, confident, tech-savvy…
It means creating space for quiet reflection and active discussion.
It means normalising challenges. Building in check-ins. Offering multiple ways to engage.
Because people don’t learn or thrive in one standardised way and they shouldn’t have to.
Around here, I design with:
“My clients are engaged, loving the community and taking action.”
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“The community is thriving and I’m getting wonderful feedback.”
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“The answer wasn’t to add more. It was to simplify. Now it feels like a weight’s been lifted.”
Nicola, Business Strategist
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“We’ve more than doubled our prices and signed five new high-value contracts.”
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“Ruth doesn’t just help you build a better program, she helps you build the foundations within yourself to lead it.”
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"Now I have the confidence in my program to deliver without having to do the work for them”
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“I've found the right balance between client results and protecting my own energy.”
Laura, Sleep Consultant
“The tweaks were so doable but made a huge difference. I’m buzzing with ideas and excited for my next launch.”
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