Today I wanna talk about

The behind the scenes of

the Thriving Women Launch

I get asked so many

questions about this.

"What happened?

What did you do?

What didn't you do?

What worked?

What didn't work?" Wowses.

I have to say upfront,

it took a lot.

And so today we are going to

have a look at what really

happened, what I learned, what

I may have done differently.

Uh, but I really wanna, this

is not a polished version.

This is You see my socials,

you see the gorgeous

photos at the events.

You see me.

Beautifully made up.

This is not that.

This is, I'm rolling up my

sleeves and I'm going to

share with you the real story

of a 12 week launch saying

that out loud makes me feel

like it was really long.

That should give you a little

hint into how I'm feeling

about it, the planning,

the pressure, the moments

I had to dig super deep,

and the personal heartache

I was carrying while still

showing up from the outside.

This launch looked

like a huge success,

but behind the scenes.

Life was happening and it

was happening hard, and I

think it's about time that

I let you in on the secrets

or the behind the scenes

of what actually happening.

So I'm going to pull the

curtain back for you on the

biggest launch that I do every

single year, thriving women.

You see the results.

You see the amazing

women who join.

You see the energy at

events like Dinner with the

Queen, and go get a day.

You see the polished content

and all the celebrations.

These launches, they have

layers, so many layers

like cheesecake layers,

layer on top of layer.

On top of layer.

There is the strategy,

there is the emotional

load, and then there's the

behind the scenes engine

that no one talks about.

So if you are ever gonna

do a launch, this might be

the episode to listen to.

And today I wanna walk you

through what really happened

during those 12 weeks,

how I held it, and what

I learned along the way.

You ready?

Oh my goodness.

My first lesson, there

are a few lessons.

We had a 12 week runway hint.

It was way too long.

It was way too early,

and it was way too much.

We ran a 12 week

runway for this launch.

I don't know why whose

bright sparky idea,

unfortunately, or mine.

It was intentional,

it was structured

and it was full of tactics.

But looking back it was

way too long and way too

early for the decisions

that we needed from people.

When you think about our

go-getters day on the 6th

of September, that's when we

ripped the bandaid off and

showed the world what thriving

women 2026 was going to be.

But a month before that,

we were building up our

audience and doing a

whole stack of things.

Here's what I held

during that runway.

I focused heavily on our

current thriving women.

These thriving women in

2025 have lent into all the

things they've used, all the

resources, they've had lots

of conversations, we've done

lots of small group coaching.

Uh, they have embraced when

they've needed something,

they've reached out and

said, can I have this?

I have made it for them.

They have done all the things.

It's so important to me

to keep retention rates high.

So important because this

container moves women

in the right direction.

I know it in the

bottom of my heart.

And so what I really wanted

to do was help them understand

what was coming, what was

changing, what support

they would receive, and how

the tiers were evolving.

I had calls, we

did a group call.

I had.

Updates.

We did workshops.

There was chats, there

was behind the scene,

videos, there was behind

the scene, Marco Polos.

There was a lot retention

matters to me, and so

that took a lot of energy.

I showed up on

organics in terms of

socials, every single.

Day.

It felt like Beck, my

social media manager would

say every week, but it

was pretty much every day.

It was reels, it was

stories, it was carousels.

It was behind the scenes.

It was the wins, it

was the momentum, and

it looked effortless.

I know it looked effortless on

Instagram, but the emotional

bandwidth to show up that

consistently, it's real.

On top of that, we

layered paid ads for lead

generation retargeting event

ads, warm audience ads.

It helped to build the

momentum, but boy oh boy,

did it add more pressure.

You're starting to

think, holy crap, I

don't wanna do a launch.

I ran Instagram lives.

I did q and A sessions

on Instagram lives.

I did alumni chats

on Instagram lives.

I did mindset pieces,

launch day lives, giveaway.

Oh my goodness.

I love this style of

connecting, but it

takes energy to be on

again and again and again.

I delivered master classes

and workshops, tasters,

live coaching group

coaching, warmup events,

every single one valuable.

Each one adding to the

load of all the things

that we were doing.

I had countless, I

can't even tell you how

many conversations I

had behind the scenes.

Voice notes, messages, text

messages, clarity calls,

helping women choose the

right tier for where they're

at, providing emotional

support, guiding women who

were a little bit scared

or a little bit unsure.

This is part of my magic but

is the heavy lifting that

most people never ever see.

I don't think launching

is feather faint-hearted.

I honestly don't think, well,

the way I did it, wasn't it?

And could I have

done things better?

Maybe, but I need

to tell you this.

Everything that I've just

spoken about, that all sat on

top of my normal programming.

I was still running

the BD sprints.

I was still running

BD challenges.

I was still running

revenue raise.

I still had my

one-on-one clients.

I was still podcasting.

I was still managing

my community.

I was still prepping for

Go-Getter day and I was

still running events like

dinner with the Queen.

I know it's a lot.

You can see launching did

not replace my workload.

It sat on top of it and by the

end I knew it was too much.

Not gonna lie, I had

this 12 week stress.

I'm like, I'm just gonna work

really hard in these 12 weeks.

And ladies, I'm a worker.

So I'm not afraid

of hard work.

But this one.

This one almost broke me.

Here's the season

that I was in.

This is when life was

happening super hard, and up

until this point, I've not

spoken openly about all these

bits and pieces, but during

those 12 weeks, life was

certainly not gentle with me.

I lost my 16-year-old

dog dispen.

I split my chin open and

ended up in emergency.

The day after I hosted a

dinner for 30 women and

the day after that I go

get a day for 75 women,

which was video grafted.

I received a cancer diagnosis.

I went through two surgeries.

We had school holidays in

the mix and I am currently

navigating menopause and

my own health journey.

So when I say the runway felt

heavy, please know, I mean it.

Here I am.

And here I stand.

Incredibly proud of all the

work that we have done in the

moments I needed to show up.

I did even when I was

tired, even when I was

emotional, even when I was

stitched up, bandaged up,

or recovering in some way, I

showed up because this work

matters to me and because

the women in this community,

they matter to me.

It takes its toll and

it did take its toll.

This was not a breezy 12

weeks where I was like, no.

It was a season that stretched

me, challenged me, and

reminded me what resilience

and grit actually looks like.

Boy, oh boy.

I wanna talk about the results

because I feel like when

you listen to a podcast like

this, yes, it feels hard and.

We are not always open and

honest about the numbers,

and so I'm going to crack

the top off and just go, all

right, here's the results.

Right?

Firstly, I do wanna say

this, we did not hit the

numbers that would have

made the effort feel equal

to the output, so from a

conversion point of view, it

was lighter than I had hoped.

And after 12 weeks of buildup,

that's been hard to sit

with and hard to talk about.

And you know what, the

only reason I'm telling you

this is because, you know,

Brianna from Bambi, my, uh,

podcasting guru is forcing

me to talk about this because

she also knows that women

don't hear this enough.

I want you to also know that

this does not come from a

place of a lack of gratitude.

Please hear me very clearly.

The women who have joined

2026 are phenomenal.

The community feels so

aligned, strong, and ready

for growth, so ready for

growth that while I was

doing this launch, knowing

it was a long time between.

2025 and 2026, I started

a private newbie,

Marco Polo group, and

I've already started

supporting those people

because that is who I am.

So just add that in, right?

And this launch, this

launch generated half a

million dollars in revenue.

And I don't tell

you that to brag.

I say it because from the

outside, this launch looked

like a huge success and

people told me to be proud.

And I am proud, no doubt,

but I'm so desperate

for more impact.

I want more women

making more money.

I want bigger breakthroughs,

more transformation,

and deeper change.

I want all the effort to

translate into real shifts

in women's lives and.

I know it will.

I trust the long game, but

I am also honest enough

to say it didn't land the

way that I had imagined,

and that is the truth.

Here's what I learned and

what I will change next time.

This launch taught me so

much about myself, about how

hard I push myself, about my

own expectations on my team,

about my own expectations,

on myself, all the things.

But here's what it taught me.

12 weeks, way too long.

It was just too long to hold

the entire energy of a launch.

Women decide closer

to the deadline?

Not at the start.

Oh, we just did my head in.

I'm like, you can

get all these bonuses

if you sign up now.

And they're like, well,

just take our time.

Take our time.

the other thing I learned is

I need to protect my energy

much more intentionally.

And so next year I'm hoping

that we'll be able to go,

okay, I am gonna carve out

some time so that I'm not

layering every single thing

on top of the launch so

that I actually have time

in the launch to breathe.

I think a shorter, sharper

runway will serve us better.

My health has always and

has to always come first.

If I don't have my health,

I don't have anything else.

We cannot pile a

launch on top of a full

programming load.

Don't know why I thought

that was a smart thing to do.

Honestly, I've got no idea.

I learned that grace

is needed when life and

business collide and grace

for myself really, and this

one won't surprise anyone.

I'm much stronger.

I'm more resilient than

I give myself credit for.

March, March stronger, and

I have to celebrate that.

And these experience will

absolutely shape how we launch

thriving women in the future.

More simplicity, shorter

timeframes, less overwhelm,

and more humanness.

Although I feel like I'm

pretty human already,

let's be honest.

Yeah.

So if you are listening

to this and thinking, oh,

Emma, I feel you, please

know that you are not alone.

Launching is not linear.

Oh my goodness.

I wish it was.

Maybe I could make

it linear anyway.

Life does not stop for

business, and sometimes you're

doing the most important work

of your life while carrying

things that no one else sees.

And you can still build

something beautiful in

the middle of the messy

season, you can still grow

with limited capacity.

You can still move forward

even when life is heavy, and

maybe that might be what life

is reminding you about too.

If you are in a season that

feels full and you still

wanna grow your business.

I'm your girl, don't you

think I am your girl?

To give you the support

one-on-one, because

when we work together,

we look at everything.

We look at the energy, we

look at the goals, we look at

your health, we look at your

business model, we look at

your habits, and we look at

your capacity in the season

that you're currently in.

And we create something

sustainable and something

strong, something that

gives, that supports the

life you want, not the life

you feel pressured to live.

Can I say that again?

Just so that you've

heard me really clearly.

Something that supports

the life you want,

not the life you feel

pressured to live.

Make no mistake, ladies,

this is the life I want.

Absolutely.

And therefore I was

willing to do what it took.

And I'm a slow

learner sometimes.

We all know that from the

stories that I've told

this year, and so sometimes

it takes me a little

bit of time to work out.

Yeah.

Probably shouldn't

have done that.

So if you want that kind

of support, please reach

out through my website.

I'd love to walk beside you.

Thank you for listening

to this episode of

Behind the Scenes.

I hope that it gives you

some little nuggets of

what not to do and maybe

an idea of what you need

to do when you launch.

I