Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Jordan Bruce, founder of Jordan Bruce Wellness, located in Vancouver, BC, Canada.

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

I help menstruators say goodbye to PMS! Hormone health is so closely tied to our microbiome; therefore, I also see a lot of people with "IBS." I help clients by getting to the root cause, so they feel better forever. Using the GI-MAP stool test has up-levelled by practice as clients get the answers they've been wanting but not getting from Western medicine. I love advocating a plant-based diet for gut health, sustainability, and ethics. I'm now fully virtual and run group programs as well as 1:1 packages with testing.

Tell us about yourself

My previous job involved night shifts, 12-hour workdays, a high-stress, fast-paced environment, and very low morale. It started impacting my energy levels, mood, inflammation, and digestion. This opened my eyes to holistic health; I switched to a fully plant-based diet after reading lots of books and watching documentaries. This motivated me to learn even more and support others in their wellness journey, so I signed up to become a registered holistic nutritionist - even though I had a BA from SFU and was in my early 30's. The day I took the board exam, my business opened. I've helped women get pregnant, ditch pain meds during their period, stop running to the bathroom, ease into perimenopause, and feel more comfortable in their bodies by getting rid of intestinal bugs. My clients can now go live their lives, be present with their family, go climb Black Tusk or run that 10k, heck, even enjoy their period. Getting to the root cause of symptoms relieves a lot of stress and creates more space in one's life. That motivates me!

What's your biggest accomplishment as a business owner?

It's tempting to let the ego get in the way when answering this and think of the work I've done that's reached big audiences, but I think the biggest accomplishments should be more heart-centered. It's literally being able to educate and support clients. That they trust me to guide them on this healing journey. Several clients have left the most amazing Google Maps reviews, and I've been told I've changed lives. How special is that? More important than how much annual income a business has made, in my opinion. Another highlight is collaborating with Genuine Tea Co to create an entire line of wellness teas!

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

Trying to do it ALL! During the height of the pandemic, I was very busy and probably should have hired help. Now, I think a lot of people are prioritizing their nervous system and are not ready to implement any change or do the work. It's just me running the show, and if it gets too busy this time, I'll know to hire help. It's probably been said before, but it's also difficult to have an off switch. Since becoming a mother, I've drastically improved at this because I want to be present in my son's life.

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

  1. Business ebbs and flows; trust the universe is looking out for you, but also have some savings stashed away for slower months. Summer has always been tougher in terms of nutrition. I choose a business model that isn't scalable because I include testing and personalized wellness plans, so I feel the effect of those dips may be more so than a nutritionist focusing on ebook sales. Maybe I should have hired a mentor before I started, but now it's too late because I've fallen in love with 1:1 and group work.
  2. Just freaking start, don't wait until your program is perfect. Launch now and edit as you go. If you are a perfectionist, you may never actually create anything if you wait until it's perfect.
  3. Make friends with others in a similar industry. For example, I wish I had more referrals from physiotherapists, acupuncturists, chiropractors, and naturopaths. I get a few, but not nearly as much as I'd like. This means I'm always trying to get new clients. When working with people, they don't normally need to come back and see me because their imbalance has been resolved.

Is there anything else you'd like to share?

Life is too short to work in an industry you don't enjoy! Be bold and make the change.

Where can people find you and your business?


Pictures by: Marcy Media

If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.