Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Caitilin Twain, Founder of Azraya Lifestyle, located in New York, NY, USA.

What's your business, and who are your customers?

I'm a health coach specializing in helping people heal from illness and injury. My clients are no longer willing to live in pain or a compromised state and are ready to do what is required for deep healing. They understand that healing requires a holistic approach - no system works alone or heals alone! Nutrition, mindset, movement, and breathwork are key to healing all systems and are all a part of the work we do together.

Tell us about yourself

Hi, I'm Caitilin Twain. My unique teaching style is the result of my own battle with chronic Lyme Disease and a thyroid disorder. When I was 19 years old, I was bitten by a tick that took me on a long and often painful healing journey. I made loads of mistakes, mostly in the form of blindly following doctors' advice, then health gurus. I followed many fad health diets and took the latest miracle supplements, some of them doing more harm than good.

Once I really tuned into my body and let it tell me what it needs, I began to truly repair and rebuild. I embarked on years of studying yoga therapy, trigger point therapy, myofascial release, nutrition, gut health, breathwork, and the mind-body connection. Using what I learned to heal myself and in my capacity as a yoga teacher, I've helped those fighting cancer, heart disease, high blood pressure, multiple sclerosis, diverticulitis, eating disorders, depression, anxiety, and chronic pain from countless structural and injury-related problems.

I know that recovery from illness and injury requires not just focusing on the pain but on supporting the body as a whole. I absolutely love helping my clients find the root source of their problems and giving them the tools to heal them. To see my clients truly thriving, especially if they'd once given up all hope, is rewarding beyond measure.

What's your biggest accomplishment as a business owner?

My client base has grown exclusively through word of mouth to the point that I am now starting a group coaching program and offering retreats and workshops so that I can serve the demand. I'm also building out online courses.

This is an interesting and exciting transition for me. I'm thrilled to offer more options for people to learn from me at varying price points. Because healing should be accessible to all!

What's one of the hardest things that come with being a business owner?

I've had to learn to create boundaries around work. When I was only teaching 1:1, it was easy to "turn off" at the end of the day. But taking this business to the next level means there's never an end to the to-do list, and I've had to learn how to make peace with this aspect of entrepreneurship.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Done is better than perfect (aka, don't hamper yourself with perfectionism!).
  2. Rest is required for high performance and efficiency. You'll actually get more and better quality work done if you take time off.
  3. Focus on your genius zone and hire others to do the rest.

Is there anything else you'd like to share?

There have definitely been times when I wished I'd kept my life easy and uncluttered by staying in my 1:1 coaching zone. But I find that by reminding myself WHY I'm pushing myself to the next level, I'm able to happily return to the extra workload. I simply think of all the people I know I can help by putting my knowledge out there, and I'm re-energized.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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