Bonnie Wisener, Founder of Shift Nutrition and Wellness
Name: Bonnie Wisener
Founder: Shift Nutrition and Wellness
What's your elevator pitch? (Ie. In one sentence, what do you do?)
I help women with IBS/Chronic digestive issues learn how to improve their digestion so that they can go back to living their lives without worry and discomfort.
What's your story? Share how you got to where you are and WHY it is you do what you do.
Diagnosed with Crohn's disease at age 23, I was always fascinated and frustrated by the lack of reliable resources available to help prevent flare ups. Medication was the only route ever discussed. I have always held a strong belief that food is medicine, and wanted to learn more about this to help myself. At age 48, after spending 10 years as a SAHM, I decided rather than go back to my corporate life in marketing and advertising I would go back to school and formally learn about nutrition. I have always had an entrepreneurial spirit, and so upon finishing school, I opened a clinical practice and have spent the last 10 years growing that. I love what I do!
What does BEING a FoundHer mean to you?
Being a FoundHer to me, denotes that this person is driven by her ideals, and runs a passion lead business. I am in awe of women in founder/ownership roles in business because from my perspective it takes such immense dedication to found a business that you believe in. I also believe that women bring unique skillsets to the working/founding world.
How do you support other female founders and women in business?
Via collaborations, and simply sharing /referring. I consider myself a huge supporter of female lead businesses. I have always strongly believed that 'together we rise', and there is enough out there for everyone. I have even consistently created spaces with other nutritionists in my niche to roll around ideas and support our endeavors.
What are three podcasts you listen to that have helped you with your business?
The Business of Becoming (Lori Kennedy), now defunct.
Let's Gut Real
Scale with success
What is ONE BOOK that you would recommend every female business owner read?
hmmm. tough one. Maybe Atomic Habits. Living to 100.
Who is a female entrepreneur you look up to and why?
So many, but Lori Kennedy is one. She lives her truth and has created an 8 or 9 figure business that allows her to create the life STYLE that she wants. She has served me over the years just by leading by example. I have never formally worked within her programs. Although it was super flattering that in 2020 she hired me as a digestive expert to create a white label gut health program for her to resell as done for you.
What are the first five things that you did when you were starting your business?
Register a name.
Get hired on as a receptionist inside of a wellness clinic so I could see how professionals with viable businesses handled the business end of things. I am an entrepreneur, but was a shitty receptionist. Within a year I was renting my own space in that same clinic.
Who is someone who has helped change or shape your business for the better and what did they do to help you?
A good friend and entrepreneur who is very social media saavy suggested that I clearly call myself a gut health expert; that felt very arrogant, but I admit that as soon as I said those words in public and on social media, that is what I became known for.
At what point did you make your company a full time gig? How did you know the time was right?
From the start, all in. I was very fortunate to have been in a position to do so.
What lesson or skill did you take with you from a prior job to help you succeed in your role today?
Everything about communication and service. I worked with some of the best brands and firms in the business prior to going into healthcare. It serves me well. I also learned the value of being confident in your own service and product. If you commit to good client care, you never really have to be under-confident about what you charge.
Let’s talk social media—who handles it for your company (you, an internal team member, an outsourced solution?) and what is the secret to making it successful? What is the biggest challenge?
Me. Me. Me. I have had part time employees in the past, and that was great. I have not hired outside sources yet. Truth is I enjoy all of it, but struggle to find time to be strategic and organized around it. I also find it interesting that so many people say they find value and have learned a lot through my communication (non-clients) but engagement is kinda low in terms of likes/shares/ etc.
How did you land your first client?
I landed my first client via a friend referral.
What is something you do differently from the industry standard?
In my work it is common to focus on food elimination as a symptom reduction strategy, I focus on dietary enhancement which is clinically proven to improve digestive function and microbiome diversity. All that to say, it is a flip on what people are used to and struggle with the most. I also carry zero receivables. I bill out 100% as clients begin their work with me. I am changing this in 2025 in my group program to make affordability and accessibility better.
What would you do differently if you were starting your business today?
I would be loud and proud about my niche and not worry about turning other business away. People still approach me for service regarding other nutrition needs.
What are three strategies you use to market your business, grow brand awareness and generate bottom line growth?
Consistent newsletter communication.
Marketing to doctors/other healthcare professionals for referrals.
To generate/increase growth, I am trying to grow my one to many model of service (group program) and take advantage of the fact that 80% of my clients have similar service needs.
What was an obstacle you overcame to get your business where it is today? Please share the story behind it.
Technology. Prior to 2020 I had never been on Zoom, now my biz is 100% virtual. Also, I initially let tech hold me back. I have since learned to spend and invest in things I don't need to know. i.e. I hire out for tech aspects.
What are three actionable tips you would give with other women who want to start a business or are just getting started?
Just. Do. It. Don't wait till everything is perfect— it never is, and leaves you stuck in analysis paralysis. Invest in coaching, fill gaps if you have never been in business, assume you can benefit from others who can help guide you.
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