DO WHAT YOU LOVE. CHANGE LIVES. THRIVE AS A BUSINESS OWNER.

Go from feeling burned out and frustrated to energized, fulfilled, and proud of your business.

Business School gives you everything you need to grow a sustainable, profitable nutrition private practice.

You will graduate with the tools, support, and strategy for success. Let's work together to build a business (and life!) you love.

The next cohort begins Monday, June 15th!

APPLY NOW

YOUR TIME IS NOW

STOP WISHING THINGS WERE DIFFERENT AND TAKE ACTION TO MAKE A CHANGE.

I work with dietitians who decide they don't want to settle.

You're tired of feeling stuck in a job that feels draining

You know you could help more people if you could just figure out the business side

You're overwhelmed with paperwork, insurance, and marketing

You’re tired of feeling imposter syndrome (you're not alone)

You want to feel confident and authentic, not awkward or overly sales-y, when promoting your business

You want more dietitian business friends who understand what it's like to grow a private practice

I was there too, I get it

The path to private practice success as a dietitian can feel intimidating when you're trying to figure it all out alone.

APPLY NOW

Hi, I'm Jennifer McGurk

I'm a dietitian, passionate about health and wellbeing, and the CEO of Pursuing Private Practice. I'm a wife and mom to 3 boys.

I had a private practice for over 10 years as a Registered Dietitian, Certified Eating Disorders Specialist, and Clinical Supervisor. I made alllll the mistakes in building my business and I’m here to tell you that you don’t have to make those mistakes too.

Business WILL have ups and downs. I celebrate the wins AND understand the need to vent frustrations. But the journey is worth it and business ownership leads to more flexibility, more freedom, more impact, more money, and more satisfaction.

Starting my private practice was the first step in building a scalable business. I slowly built my caseload to full-time, hired another dietitian, and then created an online course. I started to help others in business and that’s how Pursuing Private Practice was born.

I believe in your ability to become an amazing business owner.

My goal is to inspire you to take up space in business.

The Reality?

Dietitians are

holding themselves back

Here's what I see happening all too often:

Brilliant dietitians stay stuck in unfulfilling jobs because they are scared to take the leap

Passionate dietitians exhaust themselves helping “less-than-ideal” clients

Skilled dietitians undervalue their services due to self-doubt and fear of charging what they deserve

Amazing dietitians are taken advantage of by tech companies

it doesn't have to be this way

Imagine instead...

Waking up excited to work with clients who value your expertise and pay your rates
Feeling confident in your systems so your business runs smoothly
Making more money per hour and working on your own terms
Being in charge of your own business instead of having to follow someone else's rules (that you don't agree with!)

APPLY NOW

Here's the truth that no one talks about

Building a private practice takes hard work.

Just like your clients go through ups and downs when they work with you to improve their health, starting and growing a private practice is full of twists, turns, and setbacks.

There will be days when things feel uncertain and you’ll hit roadblocks that make you wonder if private practice is worth it.

But here’s the most important lesson: how you respond to those challenges is what shapes your resilience as a business owner.

Just like we teach our clients how to navigate challenges in their health journey, you’ll learn how to approach obstacles in business with courage—building the skills and confidence you need to keep moving forward.

This is what it means to take up S P A C E in business.

INTRODUCING

A comprehensive 6-month online program that gives you the exact roadmap and support to build a thriving private practice.

Business School results

❝

Before joining Pursuing Private Practice Business School, I was just starting my private practice journey and felt overwhelmed, fearful, and unsure of how to take the first steps.

With the guidance of Pursuing Private Practice Business School, I was able to take actionable steps—starting from the very beginning, all the way through to seeing clients and now focusing on growth. I’ve set clear plans and goals for the future of my practice. It is hard to believe how much has evolved since starting the program.

I couldn't have done it without Jennifer and the support of the other Business School RDs in the program. Jennifer provided invaluable guidance, accountability, and support every step of the way. I am incredibly grateful for this program!

Alyssa Koopman, RDN

Founder & Dietitian, Interspace Wellness

❝

My biggest challenge in starting my private practice was just that- actually getting started.

Business School helped to provide me with the tools to take measurable action and take my business from the SET UP to START to GROW stage of business, all while feeling supported and surrounded by other private practice owners in similar situations.

I celebrated multiple milestones and wins while in Business School- from my first discovery call to my first client to my first insurance client to seeing over 8 clients. With Jennifer's support, I was able to work through client issues, as well as my own imposter syndrome issues in real time. Jennifer provided me with realistic and useful guidance to make updates and changes to how I run my day-to-day business.

I had many 'aha moments' while in Business School. Many were related to overcoming imposter syndrome and gaining confidence as well as insight into my own habits and comfort zone. I learned so much about myself and how that impacts me as a business owner with Jennifer's help. Her coaching style helped to challenge me (in a good way!) and really model how we should be coaching our own clients.

Kelly Ziemkiewicz, RDN

Founder & Dietitian, Hale Road Wellness

❝

Since working with PPP, I’ve felt more supported in decision-making, my income has increased, and I’ve launched a fertility nutrition course.

PPP is a great resource for private practice dietitians in various stages of business and is especially helpful for RDs who have recently launched their own practice (or are planning to) and need guidance on getting started.

Even though I’m not new to private practice, it’s been really helpful to have a space to discuss working in and on my business and what to focus on next.

Rachelle LaCroix Mallik, MA, RD, LDN

Founder & Dietitian, The Food Therapist

❝

Before Business School, I wanted to have everything lined up and perfect before launching (which meant a lot of research and limited follow-through).

I had so much fear about launching and doing something wrong.

The modules and community on Facebook helped me realize that it didn't need to be perfect in order to launch and helped me prioritize what was most important to have in place and recognize and embrace the growth of my practice as I went along.

I wouldn't be in the same place without Business School and will be forever grateful for their support.

Erika Weber (Hickmott), MS, RD, CD

Cultivated Nutrition, PLLC

❝

I joined Business School because I wanted to grow my business skills and be in a community with others doing the same thing. When I started Business School in March 2023, I was only seeing a few clients a week. I was feeling hopeful but knew I needed more resources to help me find the confidence to grow a business.

I was so excited (and a tad overwhelmed!) to get familiar with the massive library of information in Business School. I spent time learning and gaining insight into the steps needed for me at my stage of business in order to grow.

Once I had my bearings, I needed the group to ask questions and process my next steps. I learned so much from Jennifer, and even more from everyone else! You don't know the questions you have until someone else asks them. The value of the Business School community is so powerful.

I'm graduating from Business School with an A+! My private practice has grown and I have the confidence and skills to navigate the ups and downs as an entrepreneur. I'm not afraid to take up space as a business owner!

Elizabeth Stasny MCN, RDN, LD, CNSC

Live With Nutrition

Business School is the support for my private practice that I didn’t know I needed. I owned a group practice for 10 years prior to joining and initially thought I just needed help navigating upcoming market changes...but I got that and so much more.
Through Jennifer’s coaching and courses, I started looking at my business in a completely different way. I’ve stepped more fully into my role as a leader and practice owner...which feels really good.

I now have a streamlined approach to marketing, I’m more confident leading my team, and I have a much clearer understanding of how to analyze how my business is performing.

Business School delivers incredible value for the investment, and for me, it was a no-brainer to stay beyond graduation!

Megan Hadley MS, RDN, LDN

Simple Nutrition LLC

I love working with Jennifer. There have been so many times I've felt like giving up, but she keeps me motivated and on track. Her expert guidance has helped me build my private practice (a small, but growing number of clients!). The tools and trainings in business school are invaluable and help save a lot of time and frustration.

Heather Mason, MS, RD, CDCES

Heather Mason RDN

Click to see more testimonials

This isn't just another DIY course that sits in your inbox.

Business School is a comprehensive program that includes individual attention and coaching. It's my version of a business "private practice," giving you personalized support as you build your own private practice.

Step-by-step support to start, grow, and scale

Weekly live office hours for personalized guidance

Templates for every form you need in private practice

A supportive community of like-minded dietitians

Tools for business finances, organizing systems, marketing metrics, and more

Monthly themes and challenges

Here’s what many dietitians feel at each stage of building their business...

SETUP

In the SET UP stage of business, you're laying the foundation to officially open your practice within 30 days.

This phase is all about taking action and shifting into the mindset of a business owner. It's a time to make important decisions, like defining your ideal client and creating your first offer, while navigating the legal aspects of your practice.

While this stage is filled with excitement and hope, it's also normal to experience anxiety and fear.

START

In the START stage of business, it's time to actively present your practice and announce that you’re open for business.

This phase is all about experimenting with different marketing strategies, refining your systems, setting boundaries, and discovering your unique counseling style. As you build your skills, you'll gain confidence in your ability to counsel clients and keep them coming back.

Although this stage is exciting, it can also be frustrating at times, especially when you feel overwhelmed with balancing so many different tasks.

GROW

In the GROW stage of business, you'll focus on expanding your reach, refining your marketing, and improving your systems—all while continuing to serve your clients effectively.

During this stage, you’ll grow your audience to set you up to make the money you want to make with an offer that serves your clients while honoring your boundaries.

You may feel proud of your progress but also feel the pull to transition into full-time entrepreneurship, especially if you’re currently balancing a job. Both the excitement and the challenges you face are part of the journey.

GROW

In the GROW stage of business, you'll focus on expanding your reach, refining your marketing, and improving your systems—all while continuing to serve your clients effectively.

During this stage, you’ll grow your audience to set you up to make the money you want to make with an offer that serves your clients while honoring your boundaries.

LEAD

The LEAD stage is all about stepping into a leadership role by hiring the right team members to help you so you don't burn out.

It’s not just about constantly growing—it's about making your business more efficient, finding ways to take a step back when needed, and setting up systems that keep things running smoothly.

Whether you’re preparing to coast or just want to focus on leading your team, this stage is about building a sustainable business that works for you. It’s a chance to refine your leadership skills and make sure your business is set up for long-term success.

COAST

The COAST stage is all about reconnecting with your "why" and giving yourself the permission to take a breather when you need it.

It might be the most important stage of your business journey because it’s all about recharging, refocusing, and keeping things going at a pace that works for you. Whether you're working through burnout or just enjoying the space after a period of hard work, slowing down can actually be a big step forward for your business.

START

In the START stage of business, it's time to actively present your practice and announce that you’re open for business.

Although this stage is exciting, it can also be frustrating at times, especially when you feel overwhelmed with balancing so many different tasks.

LEAD

The LEAD stage is all about stepping into a leadership role by hiring the right team members to help you so you don't burn out.

It’s not just about constantly growing—it's about making your business more efficient, finding ways to take a step back when needed, and setting up systems that keep things running smoothly.

Take a look

Inside our Program

Here's exactly how we'll work with you through the different stages of business

Click through to see the curriculum for each stage. You'll begin at the stage perfect for YOU.

SET UP

Open for business within 30 days

Shift Your Mindset For Success

Recognize automatic negative thoughts and challenge them with mindset shifts.

Reflect on why you want to be a business owner and challenge imposter syndrome.

Execute Important Legal Decisions

Learn how to legally set up your business entity and have a plan for paying taxes.

Decide on a business structure, figure out your hourly rate, start a profit/loss statement & learn to pay yourself.

Define Your Ideal-ish Client

Name your ideal-ish client and at least 3 pain point problems that your business solves.

Map out their transformation working with your business.

Create An Irresistible Offer

Set up your first offer and have a process for how a client will onboard when they purchase.

You’ll decide what services you want to offer, how to package them, and what pricing model is best for you.

Bonuses: Office Setup, Swipe Files, Pros/Cons of Insurance, Taxes, EMR Showcase, and more!

6 swipe files to use for your private practice
- Good Faith Estimate
- Contact Us and Onboarding Language
- Policies & Credit Card Information
- New Client Assessment Form
- Authorization To Release Information
- Superbill Template
Video on taxes & tax forms so you know how to complete your taxes at the end of the year
Video on balancing your job and your business for when it seems overwhelming
EMR Showcase
- Healthie
- Jane
- Kalix
- Practice Better
For Dietitians: Video about licensure and working with clients in other states
Audio on working with friends and considerations you might not have thought of
Video and workbook for how to set up your office
Video & worksheet on the pros and cons of accepting insurance
Video & Excel template for tracking insurance claims to make your life easier
Website Privacy Policy and Terms Examples

START

Your first 5 private practice clients

Present Your Practice

Congratulations! You set up your business! It’s time to present your practice in at least 5 different ways.

Brainstorm how you will announce you are open for business! We provide over 25 different examples to get you started!

Network to Build Relationships

Networking doesn’t need to feel icky. Learn how to authentically introduce your business to form genuine connections. Learn the difference between warm and cold leads.

Practice your elevator speech to feel confident when sharing about your business.

Begin the Counseling Relationship: Authentic Selling

Selling doesn't need to feel sleazy! Learn how to confidently explain what you do and how you can solve a potential client’s problem.

Create your selling process, which may include an inquiry call, and know how to authentically work through objections from potential clients.

Understanding Your Client's Counseling Journey

Discover the #1 client retention strategy to keep your clients coming back!

Understand and review your client’s journey to create a system for client retention.

Bonuses: Client Retention, First Appointment Flow, Counseling Skills, Nutrition Handouts, and more!

Templates for simple marketing emails to help get you started
Video on handling common objections on inquiry calls
Audio & video examples of an inquiry call to help you practice and become more confident
Audio on building a private practice on the side and the permission to do so
For Dietitians: 15 Handouts To Use In Nutrition Counseling
- Intuitive Eating Resources
- Intuitive Eating Guide
- Diet Mentality
- Eating Disorder Education
- Normal Eating
- Metabolism
- The Peaceful Plate
- Meal and Snack Ideas
- Food Situations and How To Handle Them
- The Hunger Fullness Scale
- The Satisfaction Scale
- Emotional Eating and Binge Eating
- Body Image
- Dysfunctional Thought Record
- Redefine Health and Wellbeing
For Dietitians: Video on how you can enhance your nutrition counseling skills
For Dietitians: Video on a positive first nutrition counseling appointment

GROW

Grow your impact & get booked

Make More Money Toolkit

Learn how to organize your finances to make the money you desire.

This Toolkit includes:

Introduction & Mindset: Explore how to feel confident managing money, organizing finances, and understanding key financial concepts in business.
Emotional Connection to Money: Reflect on the emotions tied to money—fear, empowerment, and everything in between.
Financial Foundations: Learn about different financial situations, the benefits of business ownership, and the historical context of women and money.
Money Management Tools: Use the CEO Money Dashboard to track revenue, expenses, and profit while aligning spending with your values.
Paying Yourself & Taxes: Understand how to pay yourself as a business owner and plan for taxes with confidence.
Team Finances: Learn what to consider when hiring and managing a team to ensure your investment supports growth.
Financial Boundaries: Set healthy limits, review finances regularly, and create a sustainable financial plan.

Streamline Your Systems

Learn how to use systems to make your business work with you, not against you.

Reflect on what part of your business needs the most support and execute a strategy with the help of systems.

Your Marketing Plan Toolkit

Learn how to grow your audience and understand the different types of marketing strategies in business. This Toolkit includes:

Retreat Replay: Revisit the full Marketing Retreat session to reinforce key lessons on mindset, visibility, and consistency.
Workbook: Complete guided exercises to overcome barriers, define your ideal client, and map out your marketing strategy.
Metrics & Launching: Track what’s working, refine your approach, and confidently plan and promote your next offer.
Tools & Templates: Access ready-to-use resources for your website, networking, email, social media, podcast pitching, LinkedIn, and webinars.
Bonus Resources: Explore extra trainings on Canva design, pricing, Facebook groups, and project management to support your business growth.

Transform Your Brand

Learn how to articulate your brand story and understand your brand position in the market.

Complete a brand assessment to help you stand out to your ideal client and be bold about your mission and beliefs.

Bonuses: Money Dashboard, Marketing Templates and Metrics, System Demos, Content Repurposing, AI and using Chat GPT, and more!

Project Management Overview
Examples of Systems
Create Content that Connects workshop (and examples of content repurposing)
Optimizing Your Opt-In workshop
Video on how to use Pinterest for your business
Video on how to use storytelling in your business
Group Program workshop
Mindset Matters tool
Getting the most out of conference
Canva for Private Practice
Using Chat GPT
Evaluating Business Systems workshop

COAST

Find connection & reject diet culture in business

Enforce Your Boundaries

Boundaries evolve as your life and business shift and change. Review common types of business boundaries and how to communicate them.

Reflect on your current boundaries and create an action plan to enforce new boundaries.

Prioritize Self-Care

Decide on your definition of non-negotiable self-care in various aspects of your life and business.

Execute a self-care plan and solutions for any barriers that get in the way.

Understand Your Personality

Gain more insight into how to work with your personality, and understand your innate strengths and weaknesses.

Reflect on what you learn so you can move forward as a business owner to work in your zone of genius, but also receive help in certain areas.

Celebrate Your Success!

YOU DID IT! We love celebrating all wins here at Pursuing Private Practice.

Bonuses: Clifton Strengths and Enneagram Workshops, Self-Care Challenge, Balancing Work and Parenthood, Navigating Burnout, and more!

Clifton Strengths and Enneagram Workshops, Self-Care Challenge, Maternity Leave Recommendations, Balancing Work and Parenthood, Navigating Social Media, and more!

Self-Care Video Series with prompts to reflect beyond the buzzword, make yourself a priority, and remember that it isn’t always easy.
Video on how your enneagram type can help you build a business that aligns with you and doesn’t burn you out
Video about how to use both our strengths & weaknesses as a business owner
Video & worksheet on how to balance private practice & parenthood and explore the work/life blend
Self-Care Challenge

lead

Grow your team and become a Leader and CEO

Welcome The LEAD Stage of Business Your CEO Role The Hiring Process Onboard Your New Team Member Own Your Leadership and Embrace Change Celebrate Your New Team BONUS: Schedule a CEO Day BONUS: Hire Your Next Team Member Workshop

Welcome

Learn what it means to enter the LEAD stage of business and why this transition is so important for your growth.

You’ll explore the mix of excitement and uncertainty that comes with stepping into leadership and begin building the foundation to lead your team with confidence, balance, and integrity.

The LEAD Stage of Business

Your CEO Role

Your CEO Role

Step into your CEO role by strengthening your mindset and aligning your personal vision with your business mission.

Creating a visual organizational chart will give you clarity on responsibilities and set the foundation for confident growth.

Your CEO Mindset

Learn how to strengthen your CEO mindset by clarifying your zone of genius, protecting your time and energy, and leading from your strengths.

You’ll also explore how to align your personal vision with your business mission so you can step fully into the role your business needs.

Your Organizational Chart

Design a visual organizational chart that outlines the key roles and responsibilities in your business.

This tool will give you clarity on who does what and help you plan for growth with confidence.

The Hiring Process

The Hiring Process

The hiring process will give you the clarity and structure to attract candidates who are the right fit for your business.

You’ll learn how to move from job description to interview to offer with confidence so you can grow your team intentionally.

Who Will You Hire?

Decide who to hire by focusing on the tasks that will give you the greatest return on investment while staying within your budget.

From client care and admin support to marketing, IT, or even personal help at home, you’ll learn how to prioritize responsibilities and determine whether a contractor or employee is the right fit.

Create a Job Description

Create a job description that goes beyond a list of tasks and defines what success in the role truly looks like.

You’ll outline outcomes, non-negotiable skills, and compensation while making decisions about contractor versus employee status to ensure the role supports both your business and your long-term goals.

Example Job Descriptions

You’ll gain confidence by looking at example job descriptions that show you exactly how to structure and communicate what you need.

They will guide you in creating clear and professional descriptions for your job listing that will help you hire the right candidate.

Market Your Job

Market your job like a launch by promoting the opportunity and inviting the right people to apply.

You’ll learn how to share your opening in the right places, filter applications with confidence, and attract candidates who align with your business and values.

Interview Candidates

Interviewing candidates is your chance to see potential come to life and determine if there’s a true match for the role.

You’ll learn how to run the process with respect and honesty, explore different interview formats, and present your business in a way that attracts the right people while filtering for the best fit.

Example Interview + Reference Questions

You’ll gain confidence by using example interview and reference questions that take the guesswork out of the process.

These examples will guide you in asking meaningful questions that reveal a candidate’s skills, values, and fit for your business so you can make hiring decisions with clarity

Make an Offer!

Making an offer is an exciting milestone that shows all your hard work has paid off.

You’ll learn how to confidently extend an offer, communicate your enthusiasm, and set clear expectations while remembering that finding the right fit matters more than hiring quickly.

Onboard Your New Team Member

Onboard Your New Team Member

Onboarding your new team member is about much more than paperwork, it’s about shaping the culture and foundation of your business.

From setting clear expectations and supporting growth to handling HR considerations and tough decisions with professionalism, this stage helps you step fully into your role as a confident leader.

Onboarding a Team Member

Onboarding is your chance to set the tone as a leader and create a strong foundation for your team.

You’ll learn how to build clarity, set expectations, and foster relationships that support both your business and your team’s success.

Considerations for Human Resources

HR considerations are a key part of bringing on a team member and protecting your business.

Taking time to understand them will help you lead with confidence and create a strong foundation for your team.

Employee Assessments

Employee assessments help you track progress and support your team’s growth over time.

By setting 30/60/90 day goals and scheduling regular check-ins, you’ll create clarity, celebrate wins, and identify opportunities for improvement.

Letting Go or Firing an Employee

Letting go of a team member is one of the hardest parts of being a CEO, but it’s sometimes necessary to protect your time, energy, and business culture.

Communication, documentation, and following established processes are essential to handle the transition with clarity and professionalism.

Own Your Leadership and Embrace Change

Own Your Leadership and Embrace Change

Owning your leadership and embracing change will help you step fully into your role as CEO with confidence and resilience.

You’ll learn how to lead with purpose, handle tough conversations with confidence, and adapt to shifts in your business, your team, and yourself in a way that supports long-term growth and success.

Own Your Leadership

Learn how to step into leadership by aligning your actions with your values and creating a clear vision for your business.

You’ll also develop the systems, boundaries, and communication skills that empower your team, protect your energy, and set the stage for sustainable success.

Challenging Conversations

Navigating challenging conversations is a vital part of leadership and team management.

We give you examples of challenging topics that will come up as a leader and how to process through them.

Embrace Change

Embrace change by recognizing it as a natural part of business evolution rather than something to resist.

You’ll learn how to adapt to changes in the market, your team, and yourself so you can lead with clarity, resilience, and vision.

Celebrate Your New Team

BONUS: Schedule a CEO Day

BONUS: Hire Your Next Team Member Workshop

BONUS: Hire Your Next Team Member Workshop

The Hire Your Next Team Member workshop will guide you through the first steps of the hiring process so you don’t have to do it alone. You’ll learn how to design your organizational chart, know when it’s time to hire, write clear job descriptions, and onboard with confidence—so you can focus on what you do best while building the support your business needs.

Private practice is your expertise on your terms

A few clients spread out over the week
1-2 clients on a particular night of the week
A handful of clients on the side of a full-time job
5-10 clients/week + another part-time job
Full-time private practice
Intensive work, only working with clients short term
Consultation services

... you have so many options, and it's up to you!

We’ve worked with dietitians in the following specialties, making an impact for their clients in so many important areas of health and wellbeing:

Intuitive Eating

Eating Disorders

Picky Eating

Family Feeding

Sports Nutrition

Body Image

Celiac Disease

Fertility

Women's Health

Weight Inclusive Care

Mental Health

Functional Nutrition

Allergies

Heart Health

Diabetes

Kidney Disease

Gut Health

Hormone Health

... however you envision your private practice, we’ll show you the path to make it happen.

Wait!

Do you work for a nutrition tech company?

You belong here!

Whether you want to grow your client base, increase your income, or take steps toward building your own private practice someday, Business School will help you step into your role as a confident, skilled counselor.

Even if you currently see clients through a company platform, this program will support you in building your counseling and business skills for the future you want.

And if you’re a contractor for one of these companies, here’s the thing—
you’re already a small business owner, even if you don’t think of yourself that way yet. You deserve the benefits of being a business owner and I’ll show you how to get them.

We have a reputation for a reason

You have helped me to learn so much about business and I have been able to use all of that information to build a strong foundation for my practice.

From boundaries to systems to my ideal client - I feel like I have so much information to help me continue to grow.

Your Facebook group has also been invaluable. It has been a place to learn, find support and community and so many wonderful resources with all the other dietitians.

You have truly changed my trajectory and I am excited to see where things go!

Rebecca Zeltmann, MS, RD

The Enjoyable Plate

I have to regularly remind myself that I am capable and bring value because the parts that I don't know (and certainly wasn't taught in school).

Like how to decide between a sole proprietorship vs LLC or how to build forms within an EMR or the dozens of other things I am learning- DO NOT OUTWEIGH all of the knowledge and skills I do bring to the table.

I can actively learn and do a good job for my clients at the exact same time.

I do not have to have all of the answers before I even get started.

Thank you for creating a space that makes it feel less lonely.

Erin Linton, MS, RDN, LD

A Balanced Approach Nutrition

Being part of Business School has been an amazing experience! Jennifer is so dedicated to helping RDs thrive in business, and her passion shows every time we meet. I always feel incredibly supported and I leave every meeting, webinar, and supervision with tangible ways to improve my business.

Emily Craft, MS, RDN, LDN

Full Circle Nutrition Therapy

Working with Jennifer has been one of the most impactful decisions I’ve made as a dietitian and private practice owner. Her program provided the structure, strategy, and confidence to grow in a way that feels aligned and sustainable, and she truly understands the nuances of building a business as an RD.

What sets this experience apart is the combination of her individualized support and the community of driven, inspiring dietitians. I’ve valued it so much that I’ve continued beyond the initial 6-month program and chose to keep investing.

Nicole Randazzo MA, RDN, CDCES

Bettr Full

What You Get Inside Business School

Curriculum + Tools

A Step-by-Step Business School Curriculum that walks you through every stage of business, from setting up your business, to your first client, to your first team member.
A Choose-Your-Own Track Experience:

Set Up + Start – for dietitians opening their private practice and counseling their first few clients
Start + Grow – for those ready to increase clients and income
Grow + Lead – for business owners expanding with a team or new offers

Downloadable Toolkits, Templates, and Forms to save time and simplify your business systems.
Monthly Themes that address common challenges in private practice, such as marketing, money, and systems.

Coaching + Support

A 60-minute Onboarding Business Strategy Session to assess where you are now and map out your next steps in the program.
Weekly Office Hours for personalized coaching — bring your questions and get real-time feedback from Jennifer and the team.
Check-in Calls (15 or 30 minutes) when you need extra support or want to talk through a private question.
Monday Accountability Opportunities to set your focus for the week and keep you on track.
Progress Assessments throughout the program so you can celebrate growth and identify next steps.
Access to a small Private Community of like-minded dietitians building sustainable, values-aligned practices.

Your investment

Monthly Payment Plan

$1000/month

for 6 months

Pay in Full

$5,750

one time

APPLY NOW

Our next cohort begins Monday, June 15th!

As a business owner who is deeply committed to serving my clients well, I regularly evolve the Business School program — including reviewing and adjusting pricing each quarter. I want to share the why behind these planned price increases, and also invite you to give yourself permission to do the same in your own business.

The private practice world is always evolving. I frequently update our program content, refine resources, and add additional training. I strive to have your investment reflect the transformation that happens within this program.

Raising prices is never easy. I know that you feel the same way with your clients. That's why I always talk about pricing with respect, give plenty of notice, and talk about the why behind pricing.

Current Business School pricing is available until the start of the next cohort, June 2026.

How it all works

Apply Now!

Business School is an application process because I want to make sure we're a good fit to work together. After you apply, you'll receive an email from me with your next steps. You can schedule an inquiry call or join right away!

Decide You're IN!

To join, you'll check out by choosing your payment option. You can select the pay-in-full option or the 6-month payment plan. You'll receive a confirmation email welcoming you to the program!

Schedule Your Personalized Business Strategy Session

During this session, we'll assess your business together and how to get the most out of the program. We'll come up with a personalized plan of action, but also address the barriers that will get in the way. Think of this session as a mix of business coaching, business supervision, and accountability.

Begin With Your Stage Of Business

If you're just starting, you'll begin with the "SET UP" stage of business. If you already have a foundation but haven't started seeing clients yet, you'll begin in the "START" stage. If you want more clients and/or money, you'll start with the "GROW" stage of business. If you want to hire soon, you'll begin in the LEAD stage of business.

Each week, you'll receive an email with your lesson, templates, tools, and a workbook to guide you.

Attend Office Hours and Get 1:1 Support

Block off your calendar every Monday at 12:00pm Eastern. You'll bring your questions and accountability to Office Hours and get personalized support. This is your chance to get 1:1 support tailored to your needs. If you can't attend Office Hours, email your questions to get the same type of individual support. Business School also offers check-in calls when you need them!

Monthly Themes

Every month, we feature a new "theme" in Business School with bonus training or challenges. Here’s what’s coming up:

May 2026: All About Finances: Money mindset, paying yourself as a business owner, taxes, retirement, and more!
June 2026 will focus on boundaries, self-care, and support!
July 2026 will focus on AI, including a "Build Your AI System" retreat.
August and Sept 2026 will focus on team, hiring, and managing support for your business.

Submit Projects To Get Even More Feedback

Use our tools and templates to create projects like your marketing plan, finances plan, or hiring plan. We’ll help you refine your work to ensure you’re on the right track.

Connect With Other Dietitians

You’ll find your business friends and a supportive network that understands the highs and lows of private practice. You'll celebrate wins but also feel supported with the challenges as well.

Graduate or Continue On!

You'll have the tools, mindset, and strategy you need to build and grow a successful private practice. Most dietitians move "up" at least 1-2 stages of business in our program. For example, from SET UP to GROW. Or from GROW to LEAD. After your 6 months are done, you can either graduate or continue to work with Pursuing Private Practice.

APPLY NOW

Is Business School right for you?

Business School is Perfect for You If:

You're ready to start your private practice (even if you're working for a tech company)

You want step-by-step guidance from someone who's been there

You're tired of piecing together free information that isn't getting you anywhere

You value having support and business coaching

You're willing to put in the work to build something amazing

This Isn't Right for You If:

You're looking for unrealistic results right away

You aren't willing to step out of your comfort zone

You’re not able to invest time and energy into building your business

You’re not willing to be coachable and think about things in a different way

You’re not passionate about nutrition and health

Frequently Asked Questions

Can you break down the curriculum?

Business School is a comprehensive online program that walks dietitians through every stage of business growth — from setting up your practice, to finding your first clients, to becoming fully booked, and eventually leading a team.

You’ll get:

A Step-by-Step Business School Curriculum that walks you through every stage of business, from setting up your business, to your first client, to your first team member. You can find the entire curriculum here (and also take a look at this video for behind the scenes)
A Choose-Your-Own Track Experience:
- Set Up + Start – for dietitians opening their private practice and counseling their first few clients
- Start + Grow – for those ready to increase clients and income
- Grow + Lead – for business owners expanding with a team or new offers
Downloadable Toolkits, Templates, and Forms to save time and simplify your business systems.
Weekly Office Hours for personalized coaching — bring your questions and get real-time feedback
Individual and Group Coaching Calls, including check-ins whenever you need them
Monday Accountability Opportunities to set your focus for the week and keep you on track.

We guide you through 5 stages of business so you always know where you are and what comes next:

Set Up: Open for Business — start your practice in 30 days.
Start: Your First 5 Clients — attract, retain, and support your ideal clients.
Grow: Fully Booked on Your Terms — make more money, streamline systems, and market!
Lead: Hire and manage a team member for support
Coast: Practice self-care and boundaries while maintaining your business.

How long is the program? How much time do I need to dedicate to private practice?

Business School is a 6-month comprehensive program.

We recommend about 2-4 hours per week. Many dietitians complete one lesson and join a group (1:1 or group) to stay accountable.

Some lessons are shorter (around 10-15 minutes), and others are longer (around 1 hour). Then you need time to do the work (just like our clients need time to implement health changes).

Every week, we aim to save you time, energy, and money by providing you with curriculum, coaching, and accountability to take steps forward in your business.

I'm currently working for Berry Street/Nourish/Fay. Should I join Business School to start my own business?

Even if you currently see clients through a company platform, Business School will support you in building your counseling and business skills for the future you want.

And if you’re a contractor for one of these companies, here’s the thing - you’re already a small business owner, even if you don’t think of yourself that way yet. You deserve the benefits of being a business owner, and I’ll show you how to get them.

I've had dietitians join Business School while working for one of these companies. Some graduated from the program, deciding to continue with their company and focus on increasing their caseload, while others graduated from Business School with their own private practice and have left their company. There is no "wrong" decision; you can only make the decision that's best for you.

Should I join if I already started and want to grow?

Business School is a perfect fit for anyone who isn't fully booked yet. And when we say "fully booked", we mean on your terms: your ideal clients, your flexible schedule, your desired profit, and within your boundaries.

The lessons in the "GROW" stage of business will get you fully booked.

Make More Money Toolkit: You will graduate when you have organized your finances, understand pricing strategy, and are making the amount of money that you desire.
Streamline Your Systems: You will graduate when you can brainstorm, plan, execute, and evaluate a new system and know the criteria to upgrade systems.
Your Marketing Plan Toolkit: You will graduate when you know what works to bring in the desired amount of leads to drive your ideal client conversion rate and have a marketing plan that is working for YOU.
Transform Your Brand: You will graduate when you have articulated your brand story and understand your brand position in the market.

We also have so many bonuses in this stage that help you with group programs, Chat GPT, branding and design, Canva, and so much more!

What kind of accountability and support will I get?

Questions WILL come up for you as you're building your business. You need a mentor and a community of like-minded professionals.

This is not a DIY course — it’s a full program experience.

You’ll get:

1:1 coaching calls
Weekly office hour calls
A private Facebook community for individualized questions
Feedback from the Pursuing Private Practice team
Email accountability every week

What happens when the program is over?

Throughout the program, you’ll witness your transformation unfold week by week.

As you go through the material, you will download any worksheets, templates, or other resources provided in each lesson. These are yours to keep forever!

At the end of the program, you may either graduate or continue to work with the Pursuing Private Practice team at a monthly rate. We celebrate you either way!

You will graduate from Business School when:

⭐️ You feel connected to your business vision and have a well-defined strategy.

⭐️ You make enough money to support your life necessities, indulge in the luxuries that you desire & give back to organizations that make a difference.

⭐️ You have streamlined processes that are organized & efficient saving you time, money & energy

⭐️ Your authentic brand is aligned with your values and your marketing brings in enough leads to drive your ideal client conversion rate.

⭐️ You know how to structure an offer and have an onboarding system for your ideal clients.

⭐️ You are not afraid to ask for support in life & business when your ideal week isn’t what you want it to be

⭐️ You are enforcing and changing self-care & boundaries based on current needs

PURSUING PRIVATE PRACTICE BUSINESS SCHOOL

Don't let more time go by wondering "what if?"

Your future clients need your expertise. The world needs more dietitians to take up space in business. And YOU deserve to have the practice of your dreams.

APPLY NOW