As a seasoned holistic therapist, Jenny Sheridan initially faced significant challenges in transitioning from academic training to a thriving real-world practice. Finding herself lacking the confidence and practical skills to build a sustainable client base, she recognized a crucial gap between theoretical knowledge and the realities of running a successful therapy business. This experience profoundly shaped her teaching philosophy, leading her to prioritize ‘work-ready’ training that equips students with not only theoretical knowledge but also the practical skills and confidence to excel in their chosen therapies and build fulfilling careers.
How did your early challenges in adapting your therapeutic skills to real-world scenarios shape the way you structure your courses today?
When I finished most of my training courses, I found my skills weren’t enough for the “real world” and I didn’t feel very confident. So in my courses, I prepare students to be “work ready” not just “exam ready” With continuous assessment, constant practice with feedback, and “true to life” assignments, they become confident, competent therapists, able to offer outstanding treatments, and build profitable businesses.
Another challenge I had when I first qualified was that I had no idea how to market myself and build up a client base. So my courses all include practical ways to convert case study clients into regular paying clients, so my students complete their course with 3 to 5 regular paying clients.
Plus, as part of their courses, students get a month’s free access to my membership, the Fully Booked Therapists Club, where they learn how to fill their appointment book, increase their rebookings, raise their rates and create extra income streams. They can choose to remain in the Fully Booked Therapists Club for a special rate of €20.
What strategies or techniques do you teach your students to help them effectively build and maintain a steady client base?
I teach them
- how to attract new clients regularly using Google My Business
- The importance of rebookings and how to encourage them without feeling pushy
- My 20 minute social media strategy that regularly helps my students get 3 or more bookings on social media
- How to use easy treatment upgrades so they can raise their rates without losing clients.
- How to create extra income streams by making and selling products, teaching (in person and online), onsite work etc.
How do you ensure that your online training provides the same hands-on learning experience as in-person courses?
Great question! For a long time, I was hesitant to offer online courses, even though many of my students were asking for them. I believed (and still do) that hands-on feedback is essential for learning practical skills.
But I found a simple solution! As students work through each practical lesson, they record themselves and send me their videos for feedback and support. With each new lesson, they also send videos of the previous ones, so I can provide continuous guidance as they progress. This way, they get the same level of personalised feedback as they would in an in-person course.
What inspired you to transition entirely to online training, and how has this change impacted your approach to teaching holistic therapies?
I had been teaching in-person courses for years when students started asking me to offer some of my courses online. Many were struggling to attend classes due to shift work or the challenge of finding affordable, reliable childcare.
At first, I was hesitant—I wanted to ensure students still received the same high level of support and feedback they would get in person. But as I mentioned earlier, I found a way to make it work by providing detailed video lessons and offering personalized feedback on their practical assignments.
In 2017, I launched my first two online courses: Anatomy & Physiology and Indian Head Massage. Over the next few years, I continued adding to my online offerings, and by 2019, the demand for online courses had outpaced in-person classes. That’s when I decided to fully transition to online training. It’s been an exciting journey, allowing me to teach students from all over the world and making holistic education accessible to those who wouldn’t have had the opportunity otherwise.
What key lessons from your journey in holistic practice do you hope your students take away to create their own successful businesses?
- Everything is learnable, including all the therapeutic and marketing skills they need to grow a business.
- When starting to build their business, don’t get overwhelmed by trying to do all the things at once. Learn one thing, implement it, then move on to the next.
- Don’t be tempted to compete on price, you’ll end up very busy but not earning enough to have the lifestyle for yourself and your family that you want.
