We caught up with the brilliant and insightful SoFeya Joseph a few weeks ago and have shared our conversation below.

SoFeya, appreciate you joining us today. How did you come up with the idea for your business?

It was October 3, 2016. A beautiful, sunny morning in Southern California, yet I was consumed by worry. I had only enough money for one month of mortgage and no idea what to do after that. A quote by Wayne Dyer caught my attention: “You receive what you desire for others.”
I felt as if an important message was hidden in it, which could get me out of the predicament I was in. “You receive what you desire for others,” my inner voice repeated. In other words, if you want to receive something, you must desire it for others. Why? Simple:
“Your outer reality is a reflection of your inner reality.”
That means “the other” is a reflection of you in a mirror. If you desire something for your reflection, you receive that.
I thought about what I really desired at that moment and wrote: “I am the unlimited abundance I crave” on a piece of paper. I knew that to get what I wanted, I had to become it; only then would it be reflected back to me in the outer world. Then I remembered Dr. Emoto’s:
“Water is a blueprint for our reality, which can change with a single positive thought.”
So, I made this piece of paper into an improvised coaster and put my water bottle on it. As I started sipping this water throughout the day, a picture formed in my mind’s eye: beautiful coasters for charging water and millions of people from all walks of life drinking water charged with different qualities and experiencing real transformation.
Obsessed with my vision, I invested the little money I had left into creating prototypes, and in 45 days, I had a new home in Las Vegas and money in the bank to develop what has become known as i’MAGiNT LiFE — a revolutionary system for self-realization.

But there is more story behind the magic of i’MAGiNT LiFE coasters.
When I was 6 years old, I thought my name was ”Stupid, Lazy, Pig!” And I knew it was true because that’s what I was called daily by my Figure Skating coach in the Soviet Union. I was a short, stocky, dark-haired, dark-eyed girl, whereas all the other girls were tall, skinny, blond with blue eyes. So, I looked different, and my coach hated me. Eventually, I was kicked out of the skating academy. If it weren’t for my mother’s commitment to continue taking me to the rink, you wouldn’t be reading these words today.
One day, we were approached by a tall stranger: “I am a new coach with the Academy, and I would love to teach this talented, beautiful girl.” She became my beloved coach, and for the first time in my life, I was treated like a champion, and I worked for her like never before. And it paid off — I was standing on the top of the podium! It changed my life. Not only did I realize that I had potential just like the other girls in the academy, but that we all have Potential within us!
Realizing this Potential within myself and others became my mission in life. That’s why I became a coach, speaker, author, and eventually creator of i’MAGiNT LiFE.
When we embrace our Best Selves, we find fulfillment, harmony, abundance, and love. So why do so many struggle with unhappiness, scarcity, or resentment?
I’ve spent my life searching for answers, obsessed with unlocking our potential, until a 9-year-old boy gave me a missing key that changed everything.
I watched a video of a nine-year-old boy who became an Olympic Champion 15 years later. What struck me wasn’t his talent but how he looked exactly the same as he did when he won the Olympics 15 years later. The way he carried himself. He called himself the “King of Ice.” Though just a kid, he lived as the King, not just aspiring to be one. As I watched that video, I realized, “You don’t BECOME an Olympic champion. You get to be recognized as one.” While I was trapped in the identity of ‘Stupid Lazy Pig,’ this boy embraced being ‘King of Ice.’ Our results were worlds apart. The true revelation was in recognizing it’s not about what we’re doing but WHO we are being.

This message became the heartbeat of i’MAGiNT LiFE, where we don’t merely seek to change actions or habits but transform identity and character. We focus on the essence of who we are, planting the seeds of greatness within and nurturing them with water.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I’m SoFeya, the creator of i’MAGiNT LiFE, an innovative brand and method for personal transformation. My journey towards creating i’MAGiNT LiFE began in February 2006, in Turin, Italy, where I trained figure skater, Sasha Cohen, for the Winter Olympics. At that time, coaching an Olympic medalist was my life’s dream, a goal I had pursued relentlessly for over 15 years. However, even though Sasha finished with a silver medal, she didn’t fulfill her potential, falling twice and losing out on the expected gold. It was devastating; we had put so much work in, and it wasn’t enough. Those two falls were feedback that we had missed a crucial aspect of our training: the Mind and Heart (Soul). At that time, it felt like the worst thing ever, but it actually became the catalyst for change that pushed me to search for a better training method—a search that would eventually culminate in i’MAGiNT LiFE.
Returning home from the Olympics, feeling defeated, I knew I wanted to create a different experience for my up-and-coming students. So, I went back to school to study Sports Psychology. While it answered some of my questions, I felt something crucial was missing. Around that time, I discovered yoga and meditation through a series of synchronicities. These disciplines were not mainstream yet. The new world opened up for me, and I voraciously consumed everything I could find on the subject of consciousness and spirituality. Eventually, I stumbled upon Spiritual Psychology, which gave me the answers I was seeking and inspired me to create the i’MAGiNT LiFE Method and Brand.
You see, most people are consumed with actions, habits, and behaviors, and believe that when they attain a high level of competence in these skills, they will become the person they aspire to be, and get results they want. So, it only makes sense to work super hard to achive this, often at great personal sacrifice. It took over 20 years of crazy intense struggle to discover the fallacy of this belief. I literally had to lose everything to see it — my carrer, my family, my house, and all of my money.
That’s when I had an epiphany, I realized you don’t work your way into becoming something; you grow into it by realizing YOU’RE already that something. You just have to claim it! But there is more to it! Who we are are not human beings, but spiritual beings in the human body, and our purpose is to grow as SPIRITUAL BEING! Human body and experience are just an EXPRESSION of this Spiritual Being. When we begin seeing and living from this perspective, our mind, our actions, and our lives change by default.
Each Spiritual Being is unique in its Blueprint — strengths and weaknesses. i’MAGiNT LiFE is built on this paradigm shift. We discovered that each of us has a unique Spiritual Blueprint—our core strengths and weaknesses. Through unique rituals and practices, like charging water based on your unique Blueprint, we make transformation tangible and simple, and it works for all people regardles of their spiritual orientation or lack thereof. We even don’t need to say “Spiritual’, because it may feel abstract. But when you work on growing in Nurturing, or Trust, or Courage, or Abundance — it’s tangible. You can see it, you can feel it, you can be it, and you can create more of it! i’MAGiNT LiFE gives the roadmap and tools how to do that with ease and grace.

I have accomplished many things in my life I can be proud of. Being an immigrant, not only did I learn English and got Masters Degree, I wrote and published an International bestselling book, became world class speaker, coached an Olympic Silver medalist, couple of National Champions and medalists, choreographed a program that won World bronze medal. I’ve been on TV, and was interviewed by some big names in the industry. I value these accomplishments tremendously! I think, I went far beyond of what my coaches and even my parents predicted for Stupid, Lazy, Pig they called my younger self. All these are truly fantastic. However, i’MAGiNT LiFE, is above and beyond all of those accomplishments. It’s my Legacy. I believe, it will change the world. I hope, I’ll live to see it, but I think, it will live beyond me, and I am training Teachers and students who will take this torch further.

Have you ever had to pivot?

I was getting my Masters’s Degree in Spiritual Psychology and writing my book Choreography of Awakening. The book was intended for skaters, parents, and coaches and was a part of the project I chose to work on towards my degree. One day, in the classroom, we were working with our 5-year-old “Inner Child” and the support the “Inner Child” could offer us in working on our projects. I found My Younger Self sitting in the corner with her arms crossed on her chest, refusing to help me. I brought up the situation to my professors, and they asked her, “Why?” Her response was: “I hate skating.” To this, my professors suggested I change my project. But it was too late; I already contributed over six months to writing my book, and there was no time to change it now. What I came to realize was that my love wasn’t for skating itself, but for empowering kids who were dismissed and underestimated, to rise beyond expectations and become their own champions. In other words, just like my second coach helped me to see that I wasn’t Stupid, Lazy, Pig, I wanted others to experience that too. This realization not only changed the focus of my book, but it took me out of skating into life coaching and inspirational speaking, and eventually lead my to creating i’MAGiNT LiFE.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I had to unlearn was the belief that a ‘figure skating coach’ defined who I was. Realizing it was just a ROLE I played was a game changer. Letting it go felt like a kind of death, but that very process opened me up to a new sense of freedom and the discovery of my true potential. I discovered that the roles we play are like clothes we put on, and taking one off doesn’t change who we truly are. But once you understand and nurture your True Identity, you can perform any role in life at a much higher level! Making this transformation is worth every ounce of energy, time, and money you invest in it. And that’s precisely what i’MAGiNT LiFE is all about. As you can see from my story, my work and mission are naturally connected to this key insight.

Contact Info:

• Website: https://www.imagintlife.com
• Instagram: https://www.instagram.com/sofeya_joseph/
• Facebook: https://www.facebook.com/SoFeya.S.Joseph/
• Linkedin: https://www.linkedin.com/in/fayekitariev/
• Youtube: https://www.youtube.com/c/FayeKitarievauthor/videos