Meet Shel
Running a business that actually supports your life.
After 35+ years of building, losing, rebuilding, and learning the hard way — Shel helps overwhelmed small business owners ditch the chaos and build the brain space and financial stability to do the same.
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35+
Years owning and running profitable businesses
17 yrs
Running a 7-figure dealership and school bus operation
QBO Pro
QuickBooks Online ProAdvisor working inside real small business numbers daily
113 acres
Built a direct-to-consumer grass-fed beef farm from the ground up
The Journey
What it actually took to get here.
A lot of the advice out there comes from people who found something that worked — and built a following teaching it. The problem is business changes. Just like life. What got you here won’t always get you where you want to go next.
What they don’t talk about is how every business goes through seasons. The small business owners who make it aren’t the ones who never hit chaos. They’re the ones who knew where they wanted to go and stayed focused on getting there.
I know this because I grew up in a successful entrepreneurial family. When my dad got sick and died in the early 1990s, I stepped in to run Granny’s business — suddenly responsible for 30 grieving employees and a 7-figure John Deere dealership I had to learn on the fly.
That was a hard season. And it wasn’t the only one. I navigated 9/11 and the 2008 recession in retail and came out stronger. Then I sold the business after 17 years and started over with 113 acres and a herd of grass-fed cattle.
I listened to the gurus, added complexity to one of the most complex business models there is, and it became a mess. That’s when I discovered Mike Michalowicz and got certified in Profit First, the Pumpkin Plan, and Fix This Next. Sales increased. The business thrived.
After 35+ years and more than a few hard seasons of my own, I’ve decided to use what I’ve learned to help overwhelmed small business owners do the same.
The mess behind the scenes is completely normal. You can run a business that feels calm, aligned, and highly profitable — without sacrificing your life in the process.
What I Believe
The values that guide everything.
Integrity is non-negotiable.
Speak the truth and assume best intent. Do the right thing even when no one is looking.
We’re stronger together.
Show up and make a difference. You don’t have to figure this out alone.
Mindset matters… but it’s not enough.
Shit happens — grow from it, build character, and be grateful for the lesson.
Courage is a practice.
Call out injustice when you see it. Be a voice for purposeful change — in your business and your life.
Empower rather than enable.
Trust people enough to be truthful and don’t just tell them what they want to hear. Help others build the skills and confidence to do it themselves.
What I Talk About
Around here, we ditch the chaos and build a business that actually supports your life.
Financial Intimacy
A close, fearless relationship with your numbers. Showing up to them regularly, without dread, as a normal part of running your business.
Smart Systems
Documented processes and simple systems that make serving your customers and running your business easier, not harder.
The Anti-Hustle
Building a business that supports your life instead of draining it. Because a business that costs you everything isn’t success.
Healthy Habits
The daily, monthly, and quarterly rhythms that make the systems actually stick — and keep you from drifting back into chaos.
If you’ve been carrying the weight of your business alone, you don’t have to anymore.
Book a Strategy Session and let’s figure out exactly where you are, where you want to go, and what’s getting in the way.
Book a Strategy Session