Hi, I'm Sarah Peters
Therapist, biz coach, hype woman.Â
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When I graduated from my counselling program, I knew I wanted to work in private practice but like many therapists, I quickly realized that my training hadn’t prepared me for the realities of running a business. I dove in with no business plan, no clear strategy, and a lot of uncertainty.
I was undercharging, overworking, and still barely making rent.
I changed my branding half a dozen times, didn’t have clear boundaries, and said yes to everything - aligned or not. It was messy, lonely, and at times overwhelming. But it was also deeply formative. I learned how to build a thriving caseload through connection and word-of-mouth alone, and I began to understand what it really takes to grow a business that works for me.
Everything shifted in year three when I was faced with a tough decision, when the office I was in changed hands, and rent went up by 50% overnight. If I was going to build a sustainable practice I had to decide: go fully online or take a bold step forward. I chose to expand. I found the perfect space, and with it, the courage to start the collective. I’d been DREAMING about this for years, and what had been a subtle whisper from my soul suddenly turned into the abundantly clear path.
Around the same time, new grads and early-career therapists began reaching out for support. I met with them over coffee, answered their questions, and shared the real, unfiltered version of my journey. It lit a fire in me, and I realized that if I could help others find their footing faster and with less confusion, I had something powerful to offer.
Supporting other therapists, whether they’re just starting out or navigating the complexities of an established practice, has become one of the most meaningful parts of my work. From imposter syndrome to scheduling boundaries, and consultation anxiety to backend systems, I’ve walked the path and helped others walk it too. My goal is to guide therapists through each stage of business growth with clarity, compassion, and strategy - so they can serve from a place of purpose without burning out.
You don’t have to fumble your way through private practice alone.
I’m here to help you build a business that is not only successful, but sustainable - one that reflects your values, supports your well-being, and allows you to do the work you were meant to do.
