EP. 275 From Excited to Sustainable: Lorien Caldwell on the Middle Part of Business

In this conversation, Heather sits down with Foundations student Lorien Caldwell of Myofascial Wisdom (Green Valley, AZ) to unpack the messy middle of building an MFR practice—where consistency, systems, and simple selling beat excitement and hustle. Lorien shares how she moved from adrenaline-fueled starts to a calmer, repeatable business: selling packages to every appropriate client, structuring bank accounts so taxes and seminars are funded in cash, and adjusting her schedule to match real-life priorities (hello, working-mom flexibility). She’s now booking into next year and navigating growth with more self-trust and personal power.

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How to Build a Fully Booked MFR Practice

Lorien gets (and stays) fully booked by running a boringly effective business:

• Lead with systems, not adrenaline. Aim for repeatable workflows that keep selling and client care moving even when you’re not “excited.”
  
• Make the offer every time. She presents packages to every appropriate client—no pre-deciding for them. Clients often say “yes” even when you expect a “no.”
  
• Tend your money weekly. Separate accounts for owner pay, taxes, expenses, and training removed fear and made seminar travel pay-in-cash realistic.
  

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Overcoming Visibility Fears

Social posts and emails felt like a chore—until Lorien reconnected to why she’s communicating: to help people. She practices being “in the room,” making simple offers, and letting messages be educational—not performative.

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Mindset Shifts for Consistent Income

• Neutral over hype. You don’t need excitement to take action; you need a plan you’ll do on boring days.
  
• Thought work in real life. Using the Model at work and at home increased calm and follow-through (even teaching it to her middle-schooler).
  
• Personal power. You’re not responsible for other people’s feelings—hold boundaries, reschedule when needed, and keep serving.

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Pricing and Packages: Facts, Data, and Belief

Lorien sells six-session packages as an act of service—because commitment drives outcomes. Pair the math (banking + taxes + owner pay) with belief (you can help) and simple selling (make the offer, pause, let them choose).

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Real Therapist Wins

• Booked into the new year with calmer operations
  
• Multiple package sales and stronger retention
  
• Seminars funded with cash (no credit cards)
  
• Flex scheduling around family priorities without guilt
  

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Systems That Create Calm Profit

• Weekly money check-ins across separate bank buckets
  
• Offer scripts for packages (used every evaluation)
  
• Content library for repeatable emails/posts so you’re never starting from scratch

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What Changed at Home

Owning the business role—rates, schedule, and money plan—reduced friction and increased support at home. Confidence at work = clearer conversations at home.

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Try This From Today’s Episode

• Write one line daily in past tense celebrating a booking or renewal
  
• Identify your fully booked number at your current rate
  
• Audit your rate with facts/data, then choose the number your business needs
  
• Practice a neutral thought before every offer (then make the offer)
  
• Block time now for your next life goal—and open a micro-savings for it
  

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Memorable Quotes

• “A super boring business that runs itself—that’s the goal.”
  
• “Selling packages is how I serve—I make the offer either way.”
  
• “Separate accounts made taxes and seminars simple and calm.”

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Resources and Links

• Lorien Caldwell, owner of Myofascial Wisdom PLLC in Green Valley, Arizona | Website | EP. 231 How Lorien Overcame “Do it myself” Mentality To Grow Her MFR Business
  
• Find an MFR Therapist (The MFR Coach’s Therapist Network™): http://themfrcoach.com/network

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Foundations is the coaching, community, and structure that helps MFR therapists get fully booked without chaos. If you’re ready to raise your rate, sell with confidence, and build calm profit, join The MFR Coach® Foundations program today: http://themfrcoach.com/foundation. Want to see how we teach selling first? Save your seat for the next live webinar: http://themfrcoach.com/webinar

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