How mentoring helped build health business

When Alicia Mabey started livestreaming free workouts during lockdown, she wasn’t thinking about business strategy or brand identity. She was simply trying to cope. Find out how mentoring helped a Timaru mum build a thriving health business.

A passion project born in lockdown

“I was struggling – and if I’m struggling, there must be so many others out there who are,” recalls the Timaru-based health & wellness coach and mum of five. With COVID restrictions cutting off visits to her terminally ill father and closing gyms across the country, Alicia found herself without two of her key outlets for wellbeing.

“I created a Facebook page and just started running free live workouts. The goal was simple: help people move their bodies, encourage them to get out of bed, and get through that tough time.”

The response was immediate. People tuned in, engaged, and came back for more. Motivating-Me was born: an online wellness platform offering subscription-based access to programmes, along with one-on-one coaching, group fitness classes, bootcamps, and wellness presentations. But as the business began to grow, so too did Alicia’s realisation that she needed help to manage it.

Changing career from teacher to business owner

“Before this, I was a teacher. I came into business by accident,” she laughs. “I didn’t know the first thing about running one.”

That’s when Alicia reached out to Business Mentors NZ, a service supported by ChristchurchNZ to empower small business owners across Canterbury and beyond. She was matched with mentor Amanda Pavanetti, and everything changed.

“I thought I just needed some help with ads or posts,” says Alicia. “But once I started working with Amanda, I realised how overwhelming it all was.”

Finding guidance through business mentoring

Amanda helped Alicia clarify her target audience, navigate the complexities of social media marketing, and – most importantly – develop a clear strategy that reflected her values.

“Amanda really helped me get clear on who I was trying to reach and how to reach them. She supported me through the social media maze and helped me create a strategy that worked. It wasn’t just theory — it was practical, hands-on support, and that made all the difference.”

More than just marketing advice, Amanda encouraged Alicia to dig deeper into why her business existed.

“Anyone can find a workout online — there are millions of them. But what makes Motivating-Me different is the heart behind it: the community, the trust, the authenticity. And that comes from sharing who I am, not just what I do.”

Alicia Mabey with fitness group on the stairs

Alicia with fitness group

Alicia with BEA 2023 award

Alicia presenting to students

Learning how to grow a business online

The mentoring relationship proved to be a source of clarity and confidence. “Amanda constantly brings me back to my why. Not ‘what are you selling?’ but ‘why are you doing this?’ That grounding keeps my mission clear and helps me stay focused on what really matters: helping more people take care of their health and wellbeing.”

Together, they tackled one of Alicia’s biggest blind spots: digital advertising.

“I didn't know how to create an ad, who to target, how to engage the right people, or how to turn views into actual members,” she admits. “Each week, she’d sit down with me, help set up ads, and then the following week we’d go over the results — who saw it, who engaged, what worked. It felt like she was in it with me. She genuinely believed in my business, and that belief gave me so much confidence.”

That personal investment made the difference between information and transformation.

“It never felt like she was just doing her job — she truly wanted to help my business grow.”

Alicia Mabey - Motivating-Me

As a sole trader, Alicia says mentoring brought structure and reduced the isolation of going it alone. “I had homework, goals, and weekly progress. It gave me motivation and a sense of partnership.”

Mentoring helped expand the business

The results speak for themselves. While her business remains proudly based in Timaru, Alicia’s reach is now national. “My mentor has helped me shift from just local impact to expanding into new regions, like the North Island and beyond.”

She now travels outside of South Canterbury for speaking engagements and events. “That kind of reach is possible because of the systems and support I’ve built, and mentoring has helped make that possible.”

To other small business owners who are feeling stuck, Alicia has a clear message.

“A mentor brings fresh eyes and a different perspective. They ask the right questions that make you pause and reflect. As a sole trader, I’m so emotionally tied to my business, which is a strength, but it can also cloud strategic thinking. My mentor helps bring me back to what’s best for the business, not just what I’m emotionally drawn to. That balance has been a game-changer.”

Key takeaways

Alicia’s wellness business began as free lockdown workouts to support others during tough times
Mentoring transformed her from an overwhelmed newcomer into a confident business owner
Staying focused on her “why” helped her build an authentic, purpose-driven brand
Practical guidance from a business mentor gave her the tools to grow her digital presence and expand nationally
Having a business mentor provided structure, accountability, and the confidence to keep growing.