Therapy Business Coach, Susan Wallace in red jacket standing in classroom with grey background. Depicting Susan Wallace, UK's Number One Therapy Business Coach

Susan Wallace, UK’s Number One Therapy Business Coach

Susan Wallace is the UK’s Number One Therapy Business Coach and Digital Marketing Strategist for the Health and Wellness sector of the Economy.

Susan has an MSc in Digital Marketing and a Post Graduate Certificate in Innovation, New Product and New Service Development. As part of her academic studies, Susan completed a considerable amount of marketing research into the marketing needs and growth opportunities available for coaches, therapists and healers in the digital era.

To complement her reserarch, she has developed solutions to meet the challenges they face.  Many of those challenges are around technology and new service development as most of their clients are now seeking services online.

In her role as the premier Therapy Business Coach, Susan holds a number of business growth Summits throughout Ireland and the UK. The Confident Therapist Profitable Practice Summits teaches therapists how to release the equity that is hidden in their coaching, therapy or healing skills and use those skills to create online courses.


Most therapists I know have an amazing wealth hidden in their story, their life-experience and their skill-set.  I help them to tap into those hidden resources, find their ‘superpower’ and turn that potential into an online course or digital assets to support their clients and develop new income streams.

Susan is an expert in course development and delivery and teaches therapists how to develop courses through offline and online channels.  Courses are an excellent way for coaches, therapists and healers to take their skills to the next level.  Becoming a teaching therapist raises their profile, develops specialist skills in a niche segment and greatly increases their reach and their status.

How People Consume Therapy is Changing

As a therapy business coach, Susan has researched and discovered that a major shift is taking place in how people consume therapy. This is being led by changes in the USA therapy market.  In the US, it’s not uncommon for people to be ‘in therapy’ for decades. However, the digital generation is changing that model.  Instead of having therapy, they are now taking personal development courses that offer the same results as therapy.  The therapists that are packaging their therapy into courses are leading the way forward. In the eyes of the digital generation, a personal development course offers so much more than a one-to-one session can.  A personal development course can be offered live or online or a blended combination of both.  A personal development course for clients offers clients opportunities to meet like-minded people, learn from each other, get accountability benefits from the success of other participants, enjoy group support and get a ton more value because the pace of change is enhanced because the speed of delivery of resources is increased in a course. Plus, a course will offer a specific result to a specific problem. This gives clients the opportunity to take the course that best suits their needs.

A personal development course has many perceived benefits over one-to-one sessions. A course allows participants to become part of the change-process. By joining a course they are stating that they want to learn how to change.  They assume greater responsibility for their challenges and for meeting their own goals. Plus, therapists get the opportunity to teach their clients what they know. The client becomes the instrument of change. Clients are rewarded with a certificate at the end of the course to celebrate their journey and their success.

Clients Are Disrupting The Therapy Model

Our clients are disrupting the therapy model. They are demanding more than one-to-one sessions. Clients expect coaches, therapists and healers to offer them support and assistance online before they make the decision to book live sessions.  The Freudian model of therapy, developed in the 1800’s is being replaced by the digital model.  Most of the younger generation are seeking solutions to their challenges online.

The younger generation is making the assumption that if a therapist is old fashioned in their delivery (for example using a model developed in the 1800’s) then their interventions and their support is old fashioned too.  This is a harsh criticism that they are making but from their perspective they want us therapists to meet with them in the places where they hang-out. Snapchat, Instagram and other social media channels.

With the introduction of the digital model of therapy, even our more traditional clients expect to receive support and assistance through digital channels before they turn up for live sessions. Digital offers therapists the opportunity to get all of the pre-talk, preparatory work covered through mp3s, videos, worksheets and Skype sessions. This means that when clients show up for a live session, they are ready to dig-deep and give 110%. The reason for this is because expectancy and belief have been created through the digital assets they have offered their clients and the high-level of support they can deliver through online channels.

Digital doesn’t remove the personal touch associated with live therapy.  Instead it enhances it.  The digital therapist is there with a range of digital assets they can send their clients when they need them most. Digital gives therapists the opportunity to be even more client centred in their approach.  It also gives therapists the opportunity to step away from their practice, take some time off and still give amazing value to their clients.

Susan teaches therapists how to take their practice to the next level. She does this by showing them how to release the financial value that is hidden in their story, their life experience and their skills.  When they leverage that hidden wealth, they are able to obtain the financial security they need to enjoy a long and successful career.

Digital is here to stay.  The journey to developing digital solutions is a lot easier than most therapists think.  Most therapists I work with suffer from technophobia, but that is easily cured when they learn a reliable and simple system to bring their services online.

Susan believes that every therapist should have digital assets working for them.  digital assets are client resources that you only have to create once.  When they are uploaded to the cloud, they can be given to clients as ‘additional extras’ or part of a package to help keep clients focused on moving forward, achieving break-through’s and getting results. Digital assets help therapists become even more client-centered, because therapists are there with support when their clients need them most.   Evergreen courses and digital assets give coaches, therapists and healers the freedom to take time off, enjoy paid holidays and at the same time continue to support their clients – even when they are away from their practice.

Evergreen courses (courses that are created and uploaded to the cloud) and digital assets give coaches, therapists and healers the freedom to take time off, enjoy paid holidays and at the same time continue to support their clients – even when they are away from their practice.

As a Therapy Business Coach Susan’s job is to help coaches, therapists and healers, be the best, have the best and give their best to their clients.

You can check out Susan’s range of free CPD courses for therapists on our home page here.  These courses are therapy courses that also combine some of Susan skills as a therapy business coach.

Susan started her career as the Principal of Hypnosis Academy in Ireland.  When the recession hit, Susan realised that whilst she could help her students and graduates get great therapy skills, she didn’t have the academic skills to help them get great clients. Therefore, she decided to undertake further study to become a therapy business coach.  Susan now offers the Ultimate Results Diploma in Hypnotherapy and teaches her students not only how to get great results but also how to get great clients.

There are only two skills a therapist needs to be successful. They need to know how to #1 get great clients and #2 get great results.



Contact Susan on Skype: hypnosisacademy