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

Erica , appreciate you joining us today. Risking taking is a huge part of most people’s story but too often society overlooks those risks and only focuses on where you are today. Can you talk to us about a risk you’ve taken – it could be a big risk or a small one – but walk us through the backstory.

I took a leap of faith by transitioning to full-time at Branz Nutrition Counseling after leaving my role as a dietitian at a local eating disorder treatment center—despite having only one patient on my caseload. A full-time caseload is typically 27 patients, though I wasn’t aware of that at the time. This expectation has since shaped our standards for dietitians at Branz.

While I was passionate about working with the eating disorder population, I experienced significant burnout in my previous full-time role. Although the treatment center was locally owned by a wonderful family, the leadership was not particularly family-friendly. After returning to work just six months postpartum, I quickly realized the challenges of balancing work and family life. With my husband’s encouragement—his only request being that I make at least $300 a month—I took the risk.

Starting a business while caring for a young child was incredibly difficult, but that risk has since paid off. I’ve been able to grow Branz Nutrition Counseling, creating full-time positions with benefits that provide dietitians with the flexibility to balance their careers and families. Our goal is to continue expanding, offering more leadership opportunities and positions to dietitians who value both professional growth and work-life balance.

Erica , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I am Erica Branz, a registered dietitian and supervisor with over 15 years of experience helping clients repair their relationship with food. My journey into the field of eating disorders began part-time at a local treatment center in St. Louis, where I developed a deep passion for supporting individuals struggling with their relationship to food. This experience inspired me to establish Branz Nutrition Counseling, an outpatient nutrition practice specializing in eating disorder care.

At Branz Nutrition Counseling, we offer a range of services tailored to meet the unique needs of our clients. Our team of certified eating disorder dietitians provides compassionate, individualized nutrition counseling with a strong emphasis on intuitive eating and a weight-inclusive approach. We work with individuals facing various challenges, including eating disorders, disordered eating, and other nutrition-related concerns. Our services encompass:
• Eating Disorder Treatments: Specialized nutrition therapy for conditions such as anorexia nervosa, bulimia nervosa, binge eating disorder, ARFID, and more.
• Medical Nutrition Therapy: Support for issues like PCOS, pregnancy and postpartum nutrition, hormone health, diabetes, gastrointestinal concerns, and sports nutrition.
• Online Support: Virtual counseling sessions, recovery coaching, and support groups to ensure accessibility and convenience for our clients.

What sets us apart is our commitment to providing compassionate, evidence-based care while embracing a weight-inclusive, LGBTQIA+, and social justice-oriented approach. We believe that everyone deserves access to quality care, and we strive to create a safe, non-judgmental space for healing. Additionally, we prioritize the well-being of our team by offering full-time positions with benefits and flexible schedules, fostering a supportive environment for both clients and clinicians.

I am particularly proud of our team’s dedication to helping clients heal their relationship with food and their bodies. We are continually expanding our services to meet the evolving needs of our community, including offering virtual support groups and recovery coaching. Our goal is to empower individuals to embrace intuitive eating and achieve their wellness goals without judgment.

For those considering working with us, know that we are here to support you on your journey toward healing and self-acceptance. Whether you’re seeking nutrition counseling, support groups, or recovery coaching, Branz Nutrition Counseling is committed to providing compassionate care tailored to your unique needs.

Can you talk to us about your experience with selling businesses?

Owning and operating Four Yoga in Breese, IL, was a dream come true for my sisters and me. We shared a deep passion for yoga and wellness, and opening our own hot yoga studio was an incredible experience—one that allowed us to build a community rooted in movement, mindfulness, and connection.

However, as we each began growing our families and managing other business ventures, we faced the tough decision to sell. It was not an easy choice, but we knew that in order to stay true to our values and prioritize both our personal and professional lives, we had to step away. At the time, we had no idea that COVID-19 was on the horizon, which ultimately reinforced that our decision was the right one.

Selling a business is an emotional and logistical challenge, but it also comes with valuable lessons:
1. Timing Is Everything – While it was difficult to let go of something we built with love, we learned that making decisions proactively—rather than waiting until burnout or external circumstances forced our hand—allowed for a smoother transition.
2. Know Your Priorities – As much as we loved the studio, we had to be honest about what mattered most. Our growing families and other businesses needed our time and energy, and we recognized that we couldn’t give our best to everything at once.
3. Community Lives On – Selling didn’t mean the end of what we created. The relationships, the memories, and the impact of Four Yoga remained, even as we passed the torch. Letting go of ownership didn’t mean letting go of what the studio represented.
4. Businesses Evolve, and So Do You – What served us at one point in our lives wasn’t necessarily what we needed long-term. We learned to embrace change and trust that closing one chapter made space for new opportunities.

Though selling Four Yoga was bittersweet, we look back with gratitude for the experience. It reinforced our belief in taking risks, pursuing dreams, and knowing when to move forward. Most importantly, it taught us that success isn’t just about what you build—it’s about knowing when to make the right decisions for your life and well-being.

Have you ever had to pivot?

Branz Nutrition Counseling started as a private pay practice, allowing us to focus solely on patient care without the complexities of insurance reimbursement. At the time, our team operated under a 1099 contractor model, which provided flexibility but also limited accessibility for many potential clients who relied on insurance to afford care.

As we recognized the growing need for insurance-based nutrition services, we made the significant shift to accepting insurance. This transition was a massive learning curve—navigating credentialing, billing, reimbursement rates, and the administrative burden that came with it. However, it was also a pivotal moment for growth.

Moving to an insurance-based model allowed us to expand access to care, reaching clients who otherwise couldn’t afford our services. It also changed the structure of our business model. We transitioned our dietitians from 1099 contractors to W-2 employees, which brought new expectations, including key performance indicators (KPIs) to ensure sustainability. While this shift required adjustments from both leadership and staff, it ultimately allowed us to provide full-time positions with benefits, offering stability that is rare in private practice settings.

Although the transition was challenging and continues to be a learning experience, accepting insurance has scaled our practice in ways we never imagined. It has given us the ability to hire more dietitians, offer leadership roles, and expand our reach to serve more clients in need. While private pay had its advantages, embracing an insurance-based model has allowed Branz Nutrition Counseling to grow into a sustainable, thriving practice that prioritizes both client access and provider well-being.

Contact Info:

• Website: http://www.branznutritioncounseling.com/
• Instagram: BranzNutrition
• Facebook: BranzNutrition
• Linkedin: BranzNutrition

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