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

Shannon, thanks for taking the time to share your stories with us today What did your parents do right and how has that impacted you in your life and career?

My parents never set limits around food. Everything – literally everything – was on the table. Cookies and cake weren’t just for special occasions; a confection was always in the fridge or pantry. To further emphasize this point, our childhood dog’s name was Candy. By having food I liked, healthy food, and food that was a treat always available, I formed an incredibly healthy relationship with eating. I knew my limits quite early. How much was too much, what hurt my stomach, and what did I truly love?

When I got to college and even my first job, it always astounded me how much my peers indulged in indulgent fast foods. It was like they were never permitted to eat them, so they ate ten times the amount they normally would.

I’m raising my three kids the same way my parents raised me. They’ll be exposed to all sorts of food: ones that are incredible for you and ones that aren’t so much. They’ll learn their limits, too, without labeling something “good” or “bad.” They’ll figure that out for themselves, confidently and self-aware of their bodies and choices.

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 moved to Chicago after college and started working at the world’s top advertising agencies on food clients. The first time I walked through the doors of iconic, global brands I grew up eating is a feeling I don’t think I’ll ever forget. Every moment was thrilling. Except I was overworking and overprogramming myself. I started pulling all-nighters, traveling for clients, and working over the weekends on new business pitches. I was constantly sick and didn’t pay too much attention to my personal health. Until one day in a test kitchen in downtown Chicago, there was a moment that changed everything.

I sat with a health company’s head dietitian to review the product specs for our next launch – organic, natural, and mom & kid friendly. We started to review the ingredients and then made the product from scratch. I was horrified to learn how much sugar it took to make the product palatable. Then, after some more research, I realized just how much sugar is in everything we eat that sits on a shelf. From then on, everything changed in my world. I began taking care of myself through food, exercise, and reducing my work schedule. Once I started this journey it didn’t stop with just me. I began working with family and friends, helping guide them to a better well-being. When they experienced the same transformational results that I did, I knew I was onto something.

Once my business picked up, I shifted toward building a full-time health and nutrition coaching business. I was accepted into Stanford’s Graduate School of Business for a Women’s Leadership program to bring my health coaching business to life. Shortly after starting Shannon Pfeffer Wellness, I became certified as a holistic coach and nutritionist through the Institute for Integrative Nutrition. After a few years of studying and coaching, I became a national board-certified health coach (NBC-HWC) and certified nutrition coach (CNC).

Today, I run Shannon Pfeffer Wellness full-time and coach clients 1:1 or in a group setting with my team. I also partner with founders to develop, launch, and grow their brands in the health, wellness, and mental health spaces.

My method is about nutrition and wellness for real life, giving you the tools to incorporate it easily into your life. The most important part here is your life. I don’t ask clients to follow my specific regimen or plan; I meet them where they are and teach them how to meet their nutrition and wellness goals. That’s also what makes health coaching different from seeing a traditional nutritionist or dietitian. I don’t ask you to do it my way, I ensure the goals are yours, and I support you to live your best life.

How’d you build such a strong reputation within your market?

Maybe it’s because I’m from the Midwest or maybe it’s because of how I was raised, but I’m genuinely nice to people. I want clients, former colleagues, and even my neighborhood coffee shop barista to feel like they can come to me for anything. Health advice, connections to someone in my network, brainstorming a business idea, etc. It’s important to me to make someone feel that their idea or thought is worthy. You never know what your kindness means to the other person. Sometimes it’s the best part of their day.

What’s been the most effective strategy for growing your clientele?

My business has mostly grown through word of mouth from my network. Here’s why.

When I started my career a mentor told me that my most valuable tool would be my Rolodex. I understood the concept but didn’t get the larger meaning. (Hey, I was 21!)

I eventually began to understand my role in the world of connecting. To start this personal development work, I took on a project where I reached out to 150 people I didn’t know and were not in my network and interviewed them and their stories. I listened. I took notes. I learned about industries that were unfamiliar to me. I let curiosity take the wheel and asked for nothing in return. It was because of this project that landed me my first clients. It was also because of this project that the majority of those people I still keep in touch with and support on their journeys.  

The power of connection is strong, but the power of curiosity is stronger. When you are open to learning and getting to know someone for them, not because you want something from them, you create the foundation for a strong network, i.e., Rolodex. 

Contact Info:

• Website: https://www.thisissyrup.com/
• Instagram: https://www.instagram.com/shannonpfef/
• Linkedin: https://www.linkedin.com/in/shannonpfeffer

Image Credits

Emily Ulmer