In this episode, Sue sits down with Ellen Kindelsperger – sports chiropractor, strength coach, and founder of ChiroLab in Boulder – to talk about selling with a focus on customer satisfaction, loyalty, and scale.
Ellen shares how she’s built a thriving practice without pushing packages or locking people into long-term commitments. Instead, she leads with generosity, grounded confidence, and what I call passionate ambivalence (from my new book Never Ask for the Sale).
We talk about:
Why creating genuine community feeds her business and her soul
How letting go of bespoke training programs unlocked scale and more effective service at lower price points
The difference between transactional selling and building lifelong loyalty
Her challenge (and insight) in trying to expand her practice by hiring others
Whether you’re a solopreneur, a coach, or someone rethinking how to grow with integrity, Ellen’s story will shift your perspective on business building.
✨ Listen now to hear a radically authentic approach to selling, service, and living your values.
💡 Learn more about Ellen at chirolab.com.
If you loved this conversation, leave a review and order my new book Never Ask For The Sale at heysue.com/book.
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