Coaching for owners who carry the whole thing
You built something real, and now every decision, every hire, and every hard conversation runs through you. Business coaching grounded in organizational psychology gives you a thinking partner who helps you lead with more clarity and less weight.
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Business coaching for health, wellness, and hospitality is one-on-one work with owners and leaders, grounded in organizational psychology, to sharpen how you make decisions, lead your team, and grow your practice or property. Led by an I-O psychologist with a Ph.D., it is less about generic business advice and more about understanding how you operate, where you get stuck, and what actually changes behavior, yours and your team's.
Why most business advice does not stick
Most business advice for owners is generic and one-directional: a framework, a webinar, a list of best practices that sound right and change nothing. The gap is rarely knowing what to do. It is the harder work of changing long-held habits, navigating people, and leading under real pressure.
Health, wellness, and hospitality owners face this in a specific way. You were trained as a clinician, a practitioner, or a host, not as a manager, yet you are expected to hire, delegate, set direction, and hold a team together while still serving clients and guests at a high level.
At Citrine Research and Consulting, coaching is led by Dr. Sonja Elcic, an I-O psychologist with a Ph.D. in Industrial-Organizational Psychology. That means the work is grounded in the science of how people actually change, build habits, and lead, applied one-on-one to your situation rather than handed to you as a template.
What our business coaching covers
Leadership & Decision-Making
We work on how you make decisions under pressure, where you tend to get stuck, and how to lead with more clarity and less second-guessing. The goal is a steadier, more deliberate version of how you already operate.
Delegation & Letting Go
Most owners are the bottleneck without meaning to be. We help you identify what only you can do, what you can hand off, and how to delegate in a way your team can actually run with, so the business stops depending on you for everything.
Team & People Dynamics
Hiring, friction, underperformance, and the conversations you have been avoiding. We bring an organizational-psychology lens to the people side of your practice or property so your team works the way you need it to.
Difficult Conversations
Feedback, boundaries, accountability, and conflict. We help you prepare for and navigate the conversations that most owners dread, so issues get addressed early instead of festering.
Growth & Direction
When you are ready to expand, add a service line or amenity, or rethink your role, we help you think it through clearly, weighing what the move asks of you and your team against what you actually want.
Sustainable Pace & Burnout
You cannot pour into clients and guests from an empty tank. We work on the habits, boundaries, and structures that let you lead at a pace you can sustain, rather than running on fumes until something breaks.
How we approach coaching differently
We coach the person, not a playbook
There is no generic curriculum here. We start with how you actually think, decide, and lead, then build the work around your real situation. The same advice that helps one owner can quietly harm another, so we fit the coaching to you rather than the other way around.
We ground the work in how people change
Knowing what to do is the easy part. As an I-O psychologist, Dr. Elcic draws on the science of habit, motivation, and behavior change so insights turn into things you actually do differently, not just notes you nod along to and forget by Monday.
We treat your team as part of the equation
You do not lead in a vacuum. We factor in your team's dynamics, your clients and guests, and the demands of a health, wellness, or hospitality business, so the changes you make hold up in the real environment you operate in.
We hold you accountable with care
A coach who only validates you is not worth much. We will challenge your blind spots and hold you to what you said you wanted, while staying firmly in your corner. The goal is honest, useful pressure, not another person to perform for.
Who this is for
This service is for owners and leaders of healthcare practices, wellness businesses, and hospitality brands who are good at what they do but feel the weight of running everything. If you are the bottleneck, avoiding hard conversations, unsure how to grow without burning out, or simply tired of carrying it alone, a coach who understands both psychology and your world can help.
We work with founders and leaders of medical practices, specialty clinics, therapy and wellness practices, integrative health providers, hotels, and hospitality teams across the United States. Whether you are leading a small team or scaling toward something bigger, we coach around where you are and where you are trying to go.
Frequently asked questions
How is this different from a typical business coach?+
Many business coaches work from a fixed framework or their own past experience. Citrine's coaching is led by an I-O psychologist with a Ph.D., so it draws on the science of how people make decisions, build habits, and lead, applied one-on-one to your specific situation. It is less about generic advice and more about understanding how you operate and what will actually change.
Do I need to be in healthcare or hospitality to work with you?+
Those are our focus, and the coaching is shaped around the realities of leading a practice or property where you also serve clients and guests directly. That said, the work centers on leadership, decision-making, and people dynamics, which apply broadly. The discovery call is where we confirm fit.
What does a coaching engagement look like?+
Coaching is one-on-one and typically runs as regular sessions over a sustained period, since meaningful change takes more than a single conversation. We set goals together at the start, work on real situations as they come up, and adjust as you grow. The exact cadence and length are scoped to your needs during the discovery call.
Is this therapy?+
No. Coaching is forward-looking and focused on your role as an owner and leader, your decisions, your team, and your growth. It is not therapy or mental health treatment. If something comes up that is better served by a licensed therapist, we will say so directly.
Can coaching be combined with your other services?+
Yes. Many owners pair coaching with our research, assessment, or marketing services, since leading the business and growing it are connected. We can keep coaching standalone or coordinate it with other work, whatever serves you best.
Can you coach owners outside of Arizona and Iowa?+
Yes. While Citrine Research and Consulting has offices in Scottsdale, AZ and the Des Moines, IA metro area, coaching is conducted remotely and we work with owners and leaders across the United States.
Ready to lead with more clarity?
Every engagement starts with a free discovery call. We will talk through what you are carrying, where you want to grow, and what is getting in the way, then see whether coaching is the right fit for you.
Book a Discovery Call