Today I’m sitting down with one of my past clients, Sam Chernak—a pelvic floor physiotherapist, strength coach, and the founder of Emerald Physical Therapy & Strength Studio just outside Seattle.

Sam and I worked together on a full rebrand and website for what she calls her Emerald 2.0 era: a new city, a new studio, and a business vision that finally felt like her.

In this episode, we dive into:

• What it really looks like to step into a new version of your business (and let go of old patterns).

• How branding helped Sam find clarity, confidence, and clients who instantly resonate with her work.

• The emotional side of rebranding—why it feels shaky, why it’s worth it, and how it can completely shift how you show up.

• The unique power of creating a brand and physical space that feels both safe and strong, feminine and powerful.

If you’ve ever wondered whether it’s “too risky” to invest in branding before you feel ready, Sam’s story will give you the behind-the-scenes perspective you need.