Alright – so today we’ve got the honor of introducing you to Emily Williams. We think you’ll enjoy our conversation, we’ve shared it below.

Emily, thanks for taking the time to share your stories with us today Are you happier as a business owner? Do you sometimes think about what it would be like to just have a regular job?

I am definitely happier as a business owner and can’t imagine myself doing anything else. That said, I have had my moments where I’ve wondered what things would be like to just have a “normal job”. These moments mainly come when I’m feeling super overwhelmed. Right now, I don’t have any other employees so I wear all the hats. And honestly, when I was planning out the launch of my business I don’t think I realized all of the different “roles” I would have. I definitely had a much more simplified vision of what I thought my job would look like. Little did I know I’d be the owner, coach, finance team, marketing/social media manager, event planner, and so much more. There was also a very big learning curve (and I think there always will be) because I dove in without having any sort of business background.

As my business has grown over the years, each of my roles has grown as well. Because of this, there are times that I will get very overwhelmed with all the work that needs to be done (especially during my busy season) and these are the times that I occasionally think about what life would be like just working a “normal” job. The idea of knowing exactly what I’m doing each day, working a simple 9-5 schedule, and having a consistent check coming in every other week sometimes sounds much simpler than what I’m doing now. But…when I stop to think about it I know that that isn’t for me. Although owning/running a business can be super stressful, it’s also more fun, more rewarding, and has more opportunity for growth than anything else. I wouldn’t trade that for a thing!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Of course! I am a mental performance coach for athletes with a focus on gymnasts and dancers. I personally did ballet while I was growing up and that was a HUGE part of my life. I was your stereotypical type-A perfectionist who always wanted to be the best at everything, and was very self-critical if I didn’t perform up to my standards. I think that is partially why I love working with gymnasts and dancers so much. They’re two of the most perfectionistic groups of humans (in my opinion) and although it may come from a good place, it can actually have a not-so-great effect on one’s performance & happiness. The things I coach my athletes on are things that, looking back, I wish I had access to when I was still dancing. Education wise, I have a bachelor’s degree in Exercise Science and a master’s degree in Sport and Exercise Psychology.

When I first launched my business I offered one-on-one coaching sessions. As time went on and things continued to grow, I knew I needed to figure out a way to continue helping even more athletes, because there are only so many coaching sessions that can fit in a day. That said, I launched my first online training program for gymnasts in November of 2022. Some athletes really love having that independent option where they can work at their own pace/on their own time and not have to schedule coaching sessions. However, I also knew that not everybody would prefer that option as the individualized coaching makes a huge difference! This is why I created three bundle packages – gymnasts can have lifetime access to the online training program AND combine that with either one-on-one coaching sessions or individualized support via video messaging. They have the ability to choose what will best fit their schedule and lifestyle, and still receive exceptional training. I’m very excited to share that in about a month or so, a new online training program for dancers will be released and will be offered with the same bundle packages!

One thing that I feel sets my coaching apart from others is the relatability of the training & how it is so results-driven. The athletes who choose to put the time and effort into mental performance training are the athletes who are serious about what they do & have really big goals. They want to see results! My training is laid out in a very methodical manner and I teach lots of tangible skills that are then implemented into classes, practices, rehearsals, competitions, performances, etc. for consistent peak performances! It’s a ton of fun for the athletes to see these improvements in their performances, and it’s super fun for me to see their excitement as they reach they goals!

What’s been the best source of new clients for you?

For the first few years, I’d say that 90% of my new athletes learned about me from a friend or teammate. Things grew significantly by word of mouth. Like I said, I didn’t have any sort of business background so I definitely didn’t know what I was doing in the way of formal marketing. But, I figured if I provided a really great service and made an impact in these athlete’s lives and careers the word would spread. So that’s exactly what I did…I just focused on the quality of my coaching and everything grew organically from there. More recently, in the past year or so, I’ve also been getting clients through social media and people finding my Instagram page.

You’d be surprised how small the gymnastics and dance worlds are. People talk and word gets around! When it comes to the other sports I’ve worked with, they mainly come by referrals (from their family, friends, some of my current athletes, coaches, etc.). Regardless of the sport, once people start seeing the improvements in an athlete, they start asking questions and try to find out what they’re doing. Nobody wants someone else having an edge over them!

What do you think helped you build your reputation within your market?

I think that would have to be my focus on quality coaching and strong personal relationships. Like I said before, I didn’t have any formal business background so I simply focused on what I knew and what I could do well…and that was provide great coaching. I also really care about all of my athletes and am their biggest fan! I’m actually about to head to Chicago to support a bunch of my girls at the U.S. Classics. So excited! I still keep in touch with athletes I worked with years ago, I’m always bragging on them, and love to just check in sporadically to see how they’re doing. I think it’s so cool to witness these athletes’ growth over the years and walk through different life stages with them. I have kids that I met when they were 11 or 12 years old and are now in the college recruiting process…pretty soon they will be signing and moving on to their NCAA careers! I feel like a proud mom of 200+ kids, HA! That intentional relationship makes all the difference, and I hope all of my kids know they can reach out to me whenever they need.

Contact Info:

• Website: www.ChampionMindsetConsulting.com
• Instagram: @ChampionMindsetConsultingLLC
• Facebook: @ChampionMindsetConsultingLLC
• Other: Tiktok: @mymentalcoach

Image Credits
Sarah Williams (photo in office & logos)