Since 2010, we’ve guided wellness pros to raise the bar on their impact, profit, and wellness lifestyle. Here you’ll learn: Who we help, What we do, our 7 Convictions, our 7 Keys, and Team Members.

Who we help

We help healers, practitioners, teachers, therapists, doctors, guides, gurus and witches (basically anyone who wants to guide the journey to thrive). We only work with experienced wellness pros with at least a few years in their business. These wellness pros have all the raw wisdom necessary to double their profits but they lack the guidance, business model, systems, tools and community to get there. When they find us, they are either ready to simplify to scale, or lead to grow.

What we do

We guide wellness pros to streamline their wisdom to maximize their impact and profit, by simplifying their business to get better results faster with their clients, and lead from their wellness lifestyle. We do this through an earn while you learn, quick-results, step-by-step process bolstered by a dynamic colleague network.

Our 7 Convictions

“CLUB” is the ultimate balance between profit, client results, and wellness pro lifestyle design. To achieve this balance our 7 convictions are the backbone:

  1. Wellness Pros are essential for the human species and the planet to thrive. 
  2. Where wellness pros thrive communities thrive. 
  3. Thrive matters. The stakes are high. The time is now. 
  4. Wellness Pros come from many backgrounds with various training and titles. 

doctor, naturopath, physical therapist, mental health therapist, movement teacher, guide, guru, witch, healer, nurse, coach, energy/body worker…

…medicine man, herbalist, priests + priestess, shaman, health coach, counselor…

… OBGYN, Ayurvedic Practitioner, Chinese Medicine Doctor, Acupuncturist, Podiatrist, Cardio doc, yoga teacher, psychotherapist,  speech therapist, Maya abdominal massage expert, fertility doctor, sex therapist, life coach…

… etc. 

5. When Wellness Pros adopt the low-tech “CLUB” lean business model they easily double their earnings, can scale if desired, uplevel their easeful lifestyle, and honestly lead by example. They design their “club” from their unique expertise.

6. Wellness Pros must thrive in their lifestyle, daily rhythm and habits to lead by example. 

7. Wellness Pros should catch their business skills up to their thrive skills. If they don’t, they personally lose and their communities lose. This means maximizing investment and, at times, strategically leveraging debt to grow. 

The 7 Keys to our Story

Key 1:  Circadian Rhythm

It all started back in 2001 when I (Cate Stillman) completed a few hardcore holistic healer certifications and hung a shingle as Yogahealer.com. I learned everything I could to get people to results. In the process, I learned that daily modern habits cause chronic inflammation which causes chronic imbalances which become disease. And it’s preventable and relatively easy to fix, so that is what I wrote a book on (BODY THRIVE) and built a coaching club around. 

Key 2:  The Club Model

I continued to also offer high-end 1-1 work. My club members got better results at a fraction of the price. They also met their future best friends – because they were meeting people who were also evolving in real-time. People came not just for the wisdom, but for the camaraderie and mastermind effect. My time was better leveraged with the club model. We priced based on results, around $5k/year). And then, something else started to happen.   

Key 3: Pilot a Club

Wellness pros came to us for training in our club model in 2012. I discovered that highly skilled wellness pros didn’t know how to start a club, to guide a journey to results, to cultivate a connoisseur experience. I broke the steps into bits and guided the pros to launch pilots, ‘earning while learning’ the club model. They loved the model, but most didn’t have the sales skills to sell out their pilot (beta) club.

Key 4: Investment Conversations

Eager to guide our wellness pros to sell out seats in their clubs, we discovered we needed a low-tech, step-by-step strategy, that didn’t involve paid advertising. Established wellness pros already have a clientele. What they really needed was a simple process to sell out seats. Conversational enrollment had to shift investment beliefs to sell out club seats. We guided our wellness pros in “cost of inflammation” sessions, and a simple low-tech lead generation funnel to sell out seats. 

Key 5: Infrastructure for Dynamic Groups

Once the seats were sold and pilot kicked off, our wellness pros had already earned a return on investment with us. Following our club training, our wellness pros guided their members to results quickly. Yet, there was another missing skillset that limited their ability to leverage their time while empowering their members. The traditional leader-in-the-front model didn’t work. Our wellness pros needed new tools, and skills using those tools, to get better results faster for their members. We found the most effective tools to activate new members into the dynamic group and develop leaders within clubs. As our wellness pros adopted these tools with their clubs, it lightened the load on the wellness pro as leader. Their members got healthier faster on all levels – physically, mentally, spiritually, relationally. As our wellness pros adopted our skillset for dynamic groups, their clubs evolved. As their clubs evolved, we trained them to build infrastructure to scale impact, and profit, while upleveling their wellness lifestyle. 

Key 6: 4 Sets

As our club of Wellness Pros evolved, we found that the most successful of them had taken quickly to upgrading 4 sets by joining us. The 4 sets are: People set, Skillset, Toolset, and Mindset. We doubled down on helping each new member identify their gaps. Most had a skillset gap in lead generation, sales, and dynamic groups. Many didn’t have the tools to run a dynamic group (toolset). Once they knew which gaps to upgrade, they stopped self-doubt and got to the right work in real time.

Key 7: Simplicity Scales

While not all wellness pros want to scale, those that did, realized that the club model, as we teach it, scales. Wellness pros who worked with us ten years ago use the same club model. The club model evolved with their wisdom. Most scaled their wellness lifestyle, which for some meant location-independence, and others meant buying their time back from their company by architecting a self-managing team as we do behind the scenes as Wellness Pro Academy and our club model at Club Thrive.

Core Team

Cate Stillman


Thought Leader, Author, Business Owner. Leads our business team and our club members to results.

Lori Cusi

Business Manager

Manages the day-to-day operations, finances, and guides club members who have a business team.

Anna Berkelmanns


Oversees Sales Operations for the business team and coaches club members on how to most effectively implement Sales strategies.


Digital Marketing

Previous owner of a Marketing Agency and with 9+ years of experience in Digital Marketing. Helped many businesses in creating and nurturing success. Currently based in Sydney, he is an expert in lead generation, funnel development and marketing strategy.

Riza Banaag

Digital Marketing

Coaches club members on branding and positioning. Guides them to shifting from traditional marketing to behavioral and digital to strengthen lead flow, nurture and convert. And become Raving Fans after that.

CLUB is a mastermind for wellness pros who want to double their profit and get better results faster with their clients by switching to a CLUB business model. Earn while you learn.


PRO is a mastermind group for wellness pros earning $10-$25k per month, to collaborate to sell out seats, guide members to results, and thrive in lifestyle design.