Hi, I'm Shel ...

I grew up in a family of entrepreneurs, spending summers listening to my great-grandmother’s stories about the challenges and pivots she encountered as a woman business owner. Those early lessons taught me how you have the freedom to choose the path your business—and life takes. 

My own entrepreneurial journey began when I helped transform my husband’s plumbing and excavating company from a struggling operation into a thriving, systemized business.

Then, after the unexpected loss of my dad—the beloved CEO of my great-grandmother’s John Deere Tractor Dealership and School Bus business—I stepped up to purchase the company from her, taking on the responsibility of leading it alongside 30 grieving employees.

Over the years, I turned this 7-figure business from struggling to thriving, successfully navigating challenges like 9/11, the 2008 recession, and the rise of digital marketing, ultimately preparing it for a successful sale.

Next, I launched a direct-to-consumer grass-fed beef business, scaling it quickly to meet local food demands during COVID. I navigated the challenges of declining demand as stores reopened then scaled it more sustainably in the years that followed.

These experiences taught me how rise to be the CEO my business and life needed me to be.  I learned to turn chaos into clarity, build systems that actually work to make business easier, and create businesses that are aligned with my values and thrive without consuming my life.

I became a Certified High-Performance Coach, Pumpkin Plan Business Growth Strategist, Fix This Next Advisor, and QuickBooks Online ProAdvisor to improve my mastery of business so I can help small business owners make business easier, and create businesses that are aligned with their values too.

I’ve had the privilege of learning directly from some of the most respected voices in the online business space, including Brendon Burchard, Jeff Walker, Amy Porterfield, Natalie Ellis of BossBabe, and Marie Forleo.

Over the years, I’ve mentored, coached, and consulted with small business owners, nonprofit organizations, and direct-selling farm and food businesses. I also served as a Senior Expert Onboarding Specialist for QuickBooks Live Bookkeeping Cleanup, which gave me a unique perspective on the struggles small business owners face—and the clarity they need to move forward with confidence.

So, here’s the deal: You need your life back, and I’ve trained hard (and keep training) to help you get there. I can help you create the systems, strategies, and habits you need to take back your life so you can step fully into your CEO role and lead with purpose—while building a life that feels as good as it looks.

You deserve to feel calm, aligned, and wildly confident in both your business and your life. Let’s create it—starting today.