Private Practice is your expertise on your own terms
Pursuing Private Practice can help you achieve your dream of having your own nutrition business.
FEATURED IN
We've helped hundreds of dietitians start their own private practices, and we can help you too!
Develop your business plan
Market your practice
Manage your finances
Provide effective counseling
AND MORE!
We understand that building your own business can be stressful, but we're here to help you every step of the way.
Our programs are designed to be comprehensive and easy to follow, so you can focus on building your dream business.
We'll teach you everything you need to know about starting and running a successful private practice, from developing your business plan to marketing your practice to managing your finances.
When you want to grow and scale, we'll teach you how to leverage your work in private practice to create a scalable offer, hire a team, own your leadership, and celebrate your CEO role.
Imagine being able to work on your own terms, help your ideal clients, and make an impact doing something you love. That's private practice.
Our Mission
Pursuing Private Practice is on a mission to empower you to take up space in the business world.
We believe that one size does NOT fit all in life or business.
Just as there is no 'right way' to build a business, there is no single nutrition philosophy that works for every client. What works for one person might be completely different for someone else.
Autonomy should be respected and nuance should guide conversations. I believe in the power of collaboration within the dietetics field, valuing each professional’s unique perspective.
We're passionate about inspiring you to build a thriving nutrition business that not only transforms the lives of your clients but also redefines your own well-being.
You deserve to be rewarded for your hard work—not only financially, but also with the freedom and fulfillment that come from building a private practice.
Our Company Values
Pursuing Private Practice believes that every business owner should have the right to take up space. Our values reflect our company mission but also reflect who we are as humans.
SUSTAINABILITY
Sustainability is all about creating a private practice that’s built to last. It’s not just about making money as a business owner; it’s about building a life you love along the way. Sustainable work means recognizing your evolving "zone of genius" so you stay passionate about what you do. Sustainability means setting up systems that support efficiency, prioritizing boundaries and self-care to avoid burnout, and making values-aligned decisions as a leader.
PURPOSE
Purpose is the "why" behind what you do. Your business isn’t just about solving problems for clients; it’s also about fueling your passion for a mission that means something to you. At Pursuing Private Practice, we’re here to help you build a nutrition business that reflects your unique niche and expertise. Every client deserves the chance to work with a dietitian who can help them improve their health, enhance their well-being, and build a positive relationship with food.
AUTHENTICITY
Authenticity is about showing up as you are—your perfectly imperfect self. We encourage you to build a business where your personality, beliefs, and values shine through, allowing you to be the dietitian you want to be and connect with the clients you’re meant to work with. Here at Pursuing Private Practice, we honor authenticity as a team by being honest and upfront with our clients and one another. Our goal is to inspire and encourage you to take up space in business, whatever that means to you.
COURAGE
Building a business is risky, hard work, and pushes you out of your comfort zone. Courage is believing in yourself to face challenges and build resilience along the way. Just like your clients take brave steps in working with you as a dietitian, you’re taking brave steps to grow your business. Courage comes before confidence—remember, every seasoned dietitian was once "new". At every stage of business, it takes courage to build the skills you need as a business owner.
EXCELLENCE
Excellence is about showing up and doing your best work. The experience your clients have with your brand, counseling, and the value you provide will shape your reputation. At Pursuing Private Practice, we value excellence in everything we do and are committed to upholding this standard for the dietitians we serve. We understand that connection is key to excellence. Collaboration within our team strengthens our company, and collaboration within our community creates trust, accountability, and inspiration.
About Jennifer McGurk
In 2015, after just coming back from maternity leave, I knew I was ready to push myself out of my comfort zone. I wasn’t “ready” to start working with other dietitians, but I was passionate about taking everything I had learned in starting my own practice, Eat With Knowledge, and use my experience to support other dietitians.
Thank goodness I started before I was “ready.”
By listening to my gut and doing what I knew I was meant to do, Pursuing Private Practice was born. What started out as a side hustle and a “passion project,” eventually grew into a full company, with courses and programs for dietitians.
I’ve taken my 14 years of experience as a dietitian and 10 year journey as a dietitian business owner and bundled it up to help YOU be the dietitian you were meant to be. I want to save you from doing things the long way, the hard way, the more expensive way. Every mistake I’ve made has been a learning experience for YOU.
I’ll give you the advice you need to work hard, challenge yourself, and take up space in the business world to be the business owner you want to be.
But I fully believe in self-care and NOT hustle culture.
We do things your way, on your terms. There’s no magic in building a business. It’s making one good decision after another (and learning lessons from the “not so good” ones) and surrounding yourself with a supportive community cheering you on. And I’m going to get you there.
I’ve built a business from the ground up so I know the feeling of overwhelm and excitement at the same time.
I also know what really matters in business: the balance between hard work and taking care of yourself along the way.
BOTH are important in growing a business that will support you as a business owner.
I worked hard to grow a solo private practice and then hired other dietitians to create a group practice.
I’ve spoken at conferences, created online courses, run group coaching programs, created group supervision intensives, and designed many online learning programs.
I've built many different types of scalable offers in business and have made pivots according to my own boundaries and season of life.
I’m a proud CEO, leading an incredible team that supports me in leading the company and supporting all of the professionals we serve.
When we work together, you’ll be an empowered business owner, confident in your skills, and doing impactful work that you’re proud of.
I’d be honored if you chose to build your practice
with Pursuing Private Practice.
Celebrate the wins!
I have a tradition to open up a fancy bottle of wine or champagne to celebrate wins in business. I celebrated finding office space in July 2011 and seeing my first client in September 2011 (yes, almost 2 months after finding office space…. YOU will get your first client faster than me!). These corks are from those bottles!!
Meet the Team!
Anti-diet Dietitian turned Designer
Hi! I'm an anti-diet dietitian turned designer who swapped MyPlate for WordPress and now I spend more time crafting websites than meal plans.
These days, I’m the CEO of Declet Designs, where I help weight-inclusive businesses shine online with websites, SEO, strategy, and branding that reflect their unique approach to health.
Before this, I was deep in the world of dietetics, running my own practice, Vickery Wellness, as an anti-diet dietitian and Certified Intuitive Eating Counselor.
I like to think of myself as a multi-passionate entrepreneur, with a background that’s as eclectic as it is extensive:
- two bachelor’s degrees (political science and dietetics),
- a Master’s in Foods & Nutrition from the University of Georgia,
- and a career that’s spanned clinical dietetics, group fitness management, community health, and even healthcare administration.
- I’ve also worn the hat of Interim Director for the Dietetic Internship at UGA.
When I’m not designing websites or teaching future dietitians, I’m at home with my high school sweetheart-turned-husband of 15 years, our two kids, a dog named Oliver, and our two cats, Finn and Callie. It’s a full house, but I wouldn’t have it any other way!
EMILY MERKLEN, RDN | Virtual Assistant
Hi, I'm Emily!
I'm a dietitian turned digital marketer, with a passion for supporting the dietetics field and helping business owners do all the marketing things we didn't learn while getting our dietetics degrees. I started my career in dietetics 6 years ago in a community management and marketing role, and have only kept growing and learning on my unique career journey!
My additional past experience and education includes:
