We caught up with the brilliant and insightful Holly Wood a few weeks ago and have shared our conversation below.
Alright, Holly thanks for taking the time to share your stories and insights with us today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.
It was Friday, March 13, 2020. I finally got to the point where I had had enough at the group therapy practice where I was working. I was fed up with working at a place that was unethical to both staff and clients and for the first time in my life, was going to quit without another job lined up. I had only been working at this group practice for 8 months, but it was time to go, and I was confident that I could find a job at another group therapy practice in LA.
And just like that, the U.S. shut down due to the COVID-19 pandemic two days later.
That weekend, everything changed. As the world shifted overnight, so did my plans. Suddenly, the idea of finding a job at another practice became uncertain. The entire landscape of therapy was being upended, with in-person sessions no longer feasible and people facing unprecedented levels of stress, anxiety, and isolation. I realized that waiting for the right opportunity to come along wasn’t an option—I had to create it.
The decision to open my private practice came from a combination of necessity and determination. Who was going to hire me now when the world was so uncertain? I knew I had the skills and passion to support individuals and couples, especially in such a critical time. The first steps were daunting but clear: I had to figure out how to set up a therapy practice that was compliant with the rapidly changing guidelines for telehealth. With the world moving online, I had to quickly get up to speed on the technology side of things. I researched and invested in a HIPAA-compliant telehealth platform, knowing that creating a safe, confidential space for clients was non-negotiable. Marketing became another key focus—how would people know I was available to help? I built a website, set up social media profiles, and began to engage with online communities to let people know I was there for them during this incredibly challenging time.
One of the biggest challenges was overcoming the initial isolation. Starting a private practice is already a solitary endeavor in many ways, but the pandemic added an extra layer of separation. I had to be proactive in building a network of colleagues and mentors, even if it was just virtual for the time being. Another challenge was managing my own anxiety and uncertainty. The world was changing so rapidly, and there were moments of doubt—wondering if I had made the right decision, if clients would come, and if I could sustain the practice. Yet, each challenge also brought a sense of accomplishment. Every time I connected with a new client or received positive feedback, it reinforced that I was on the right path.
If I could go back and do anything differently, I would have given myself permission to trust my instincts even sooner. The initial hesitation to take the leap was natural, but once I committed, the pieces began to fall into place. I also would have leaned more into online networking and community-building from the start—these connections became invaluable sources of support and referrals.
To anyone considering starting their own practice, especially in a time of uncertainty, my advice is this: Be brave, be adaptable, and trust your training. The path won’t always be easy, but the rewards of running your own practice and helping clients on your terms are immeasurable. Make sure you have a solid support system, whether that’s mentors, peers, or a business coach. And remember, it’s okay to start small—every practice grows in its own time. Prioritize self-care, because your well-being is crucial to your ability to support others.
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 an AASECT-certified sex therapist and ABS board-certified clinical sexologist with a private practice in South Orange County. I’m also completing a PhD in Human Sexuality. My journey into this field was driven by a deep passion for helping individuals and couples explore and understand their sexuality in a healthy, fulfilling way. Sexual health is such a fundamental part of our overall well-being, yet it’s often surrounded by stigma, shame, and misinformation. I wanted to create a space where people could discuss their concerns openly, without judgment, and receive the support they need to live more authentic and satisfying lives.
How I Got Into the Field
A significant part of my practice is dedicated to helping trauma survivors reclaim and experience pleasurable, fulfilling sex. This focus stems from my deep understanding of the complexities that trauma can introduce into someone’s sexual life. My journey into this work began in my experiences as a rape crisis advocate and my time working in adult retail. As a rape crisis advocate, I witnessed firsthand the profound impact that sexual trauma can have on an individual’s sense of self and their ability to engage in intimate relationships. It was through this work that I developed a strong commitment to helping survivors navigate the often challenging path toward healing and reclaiming their sexuality. Working in adult retail also played a crucial role in shaping my approach. I had the unique opportunity to engage with people from all walks of life, many of whom were exploring their sexuality in ways that were new or unfamiliar to them. This experience taught me the importance of meeting people where they are, offering guidance without judgment, and providing resources that empower individuals to explore their pleasure on their own terms. In my practice today, I draw on these experiences to create a safe, supportive space for trauma survivors. I work closely with clients to address the lingering effects of trauma, helping them reconnect with their bodies, establish healthy boundaries, and rediscover pleasure in a way that feels safe and empowering. This work is incredibly rewarding, and I’m honored to be a part of my clients’ healing journeys.
What I Offer
In my practice, I provide a range of services focused on sexual health and relationships. This includes individual therapy, couples therapy, and educational workshops. My clients come to me with a variety of concerns—everything from sexual dysfunctions, such as low libido or erectile issues, to relationship challenges, like communication breakdowns or mismatched desires. I also work with clients who are exploring their sexual orientation, gender identity, or who are looking to deepen their understanding of their sexual selves. What sets my practice apart is the personalized, holistic approach I take with each client. I understand that sexual issues are often intertwined with emotional, relational, and even physical health, so I work closely with clients to address the full scope of their concerns.
What Sets Me Apart
One of the things I believe truly sets me apart is my commitment to creating a nonjudgmental, inclusive space for all clients, regardless of their background, orientation, or relationship structure. I’m deeply invested in continuing education and staying informed about the latest research and best practices in the field, so I can offer my clients the most effective and up-to-date care.
What I’m Most Proud Of
I’m incredibly proud of the impact my practice has had on my clients’ lives. It’s a privilege to witness their growth, healing, and empowerment as they navigate their sexual journeys. Seeing a client move from a place of confusion or distress to one of clarity and confidence is deeply rewarding. I’m also proud of the community I’ve built around my practice, including the educational resources and workshops that help people feel more informed and supported in their sexual health.
What I Want Potential Clients to Know
For anyone considering working with me, I want you to know that my practice is a safe space where you can explore your concerns openly and without fear of judgment. Whether you’re dealing with specific sexual issues, relationship challenges, or simply want to learn more about your sexual self, I’m here to help. My approach is collaborative and tailored to your unique needs, and I’m dedicated to helping you achieve the outcomes you’re looking for.
What do you think helped you build your reputation within your market?
Building my reputation within the market has been a blend of my commitment to client care, my focus on education, and maintaining a strong ethical foundation. From the very beginning, I’ve been deeply dedicated to providing a safe, nonjudgmental space where clients feel heard and supported. This commitment to truly understanding my clients’ unique needs and tailoring my approach to their individual circumstances has been instrumental. When clients feel genuinely cared for and see positive changes in their lives, they are more likely to recommend my services to others, which has been a cornerstone of my reputation. I’ve also prioritized staying informed about the latest research and developments in sexual health and therapy. This dedication to ongoing education allows me to offer clients the most effective and evidence-based strategies for their concerns. Additionally, I’ve been active in sharing knowledge through workshops, blogs, and social media, which not only helps clients but also positions me as a trusted resource in the field. Lastly, I am committed to upholding high ethical standards for myself and my practice. From confidentiality to creating an inclusive space for clients of all backgrounds, orientations, and identities, maintaining these standards has fostered trust and respect within the community. My reputation has been built on the assurance that clients can count on me to provide care that is both compassionate and professional, and that other providers can count on me to take care of their clients. These elements—combined with a genuine passion for helping people explore and embrace their sexuality—have been key to establishing and growing my reputation in the market.
Any advice for growing your clientele? What’s been most effective for you?
The most effective strategy for growing my clientele has been a combination of word-of-mouth referrals and community engagement. Providing high-quality, compassionate care has naturally led to clients referring friends, family, and even colleagues to my practice. When clients have positive experiences and see meaningful progress, they’re often eager to share their journey with others who may benefit from similar support. This organic growth has been invaluable, as personal recommendations carry significant weight in this field. Building relationships within the broader community has also been helpful. I’ve participated in local events, collaborated with other healthcare providers, and offered educational workshops on sexual health and relationships. These activities not only raise awareness about my services but also position me as a trusted and accessible resource within the community.
Contact Info:
- Website: https://www.thehollywoodsexologist.com/
- Instagram: https://www.instagram.com/thehollywoodsexologist/
- Linkedin: https://www.linkedin.com/in/thehollywoodsexologist/
- Twitter: @TheHWSexologist
- Youtube: https://www.youtube.com/@thehollywoodsexologist
Image Credits
Devin Marie Sims