Welcome to another episode of the Authority Builder podcast! In this conversation, Charlotte Ellis Maldari sits down with Heather Hammell, a life and business coach dedicated to helping myofascial release (MFR) therapists build profitable, sustainable practices. Heather shares her journey from being an MFR therapist struggling to sell her services, to becoming a sought-after coach, author, and podcaster in the MFR community. If you’re interested in building authority in a micro-niche, this episode is packed with practical insights and inspiration.

What is Myofascial Release?

To kick things off, Heather gives a clear definition of myofascial release. MFR is a bodywork modality that addresses both the collagen and elastin components in the body. Unlike most therapies that focus only on the elastic layer, MFR uses time and pressure to release the collagen layer, providing long-term relief for people with chronic or unexplained pain. Heather explains that MFR is often practised by professionals with backgrounds in massage therapy, physical therapy, occupational therapy, and even chiropractic care, but it stands as its own distinct modality.

The Global Reach and Training of MFR

While most MFR providers are based in the US and Canada, Heather notes that there are practitioners in Australia, Ireland, Germany, and the UK. Training is highly specialised, often requiring travel to the US to learn directly from John Barnes, the founder of this particular approach to MFR. Most MFR practices are cash-based, as insurance rarely covers the service, which Heather sees as a positive—allowing practitioners to make healthcare decisions based on client needs rather than insurance limitations.

Why Niche Down?

Heather shares her reasons for focusing exclusively on MFR therapists. Having felt isolated as the only MFR provider in her area, she wanted to create a supportive community and help others avoid the under-earning trap common in healing professions. By helping MFR therapists charge what they’re worth and build authority, Heather aims to make the field more attractive and financially viable.

Building Authority: Books, Podcasts, and Seminars

Heather’s authority in the MFR space is built on two self-published books and over 300 weekly podcast episodes. Her first book, written before she’d even coached anyone, was simply a way to share everything she knew about running an MFR business. The second book, Your Practice Starts Here: Get Fully Booked, Raise Your Rates, and Build a Business You Actually Want, is more intentionally designed as a lead magnet, driving readers to her podcast, webinars, and programmes.

Heather also leverages in-person seminars, wearing branded t-shirts and encouraging her clients to do the same, creating organic buzz and authority within the community. Even when she was sidelined by injury, the groundwork she’d laid with her books and podcast kept her business thriving.

Turning Enthusiasm into Referrals

Heather has recently launched an affiliate programme, sending free copies of her book to affiliates who distribute them at seminars. Each affiliate has a unique code, tracked through a combination of Thrivecart, Airtable, and manual processes. This grassroots approach helps her reach new MFR therapists and reward those who help spread the word.

Overcoming Imposter Syndrome and Fear

Both Charlotte and Heather discuss the challenges of self-promotion, especially for introverts or those with a background in caring professions. Heather shares her strategies for working through anticipatory anxiety, reminding herself that no single event or person can make or break her business. She emphasises the importance of modelling confidence and audacity, not just for clients but for her own children, making success and visibility feel normal.

Retention as a Growth Engine

Retention is a key focus for Heather, both in her own business and for her clients. She stresses the importance of excellent customer service, understanding clients’ problems, and ensuring they see results. Regular check-ins, group coaching calls, and private feedback loops help her maintain high engagement and satisfaction.

Mindset vs. Strategy in Coaching

Heather blends mindset coaching with practical, step-by-step directives. Sometimes clients just need a script or a new approach; other times, deeper mindset work is required. She believes that often, the right strategy can help shift mindset as well.

Final Thoughts and Takeaways

This episode is a masterclass in building authority within a micro-niche. Heather’s journey shows the power of community, consistent content, and creative marketing—whether that’s through books, podcasts, t-shirts, or affiliate programmes. If you’re feeling the fear or struggling with imposter syndrome, remember: everything you want is on the other side of fear, and your success can inspire others.

Listen to the Full Episode

For the full conversation and even more insights, listen to Building Authority in a Niche: Heather Hammell on MFR Business Growth on Buzzsprout.