Wellness Coaching Australia's Blog

Coach Profile: Shreen El Masry

Posted on 08-5-2019 by Melanie White


Shreen El Masry, from Be You Be Free in Sydney.
Shreen started her business as a personal trainer and has since attained several other qualifications to enhance her service offering.
Qualifications: Graduate Certificate in Wellness, Certified Intuitive Eating Counsellor, Wellness Coaching Level 1, 2 and 3, Cert III and IV in Personal Training, Bootcamp Instructor, Punchfit Trainer Level 1.

What is your business all about?

I believe that all women have the right to feel good about themselves no matter what shape and size they are. Our self-worth should not be based on the way we look, or what we weigh, and we shouldn’t have to feel this way. 
I am so passionate in helping women break free from the dieting cycle so they can spend their time on the things that matter to them the most and live their lives to the fullest. 
The core of my work is to help women build confidence and trust in their eating, make peace with food and their bodies, have fun with exercise and create a realistic and balanced approach to their wellbeing in a supportive and comfortable community.

Getting Started in Business 

My business was already running before completing Level 3 coaching course with Wellness Coaching Australia. 
The skills I learnt from level 3 enabled me to target my niche and develop my coaching skills so I could help people find their own process to create wellness.
I undertook a marketing course and Wellness Coaching Australia business courses with Melanie to narrow down my niche. As a result, I rewrote all my ad copy and my target persona and got really clear on exactly who I was helping, and with what.

My Niche

My target market is women between 25-40. 
They have hit ‘diet rock bottom’ and they struggle with body image and self-esteem. They want to heal their relationship with food and their body. 
I have been through this struggle myself, which made me the person I am today, and now all I want to do is help others and to be a role model to them through my own journey.

Start-up Challenges

There were so many challenges in the beginning! 
One of the main ones was not being specific enough with my target audience and marketing. It took me a while to clear on my messaging and as a result, I ended up taking on clients that didn’t quite fit my values.
Having said that, I see every challenge as an opportunity to grow and learn. My business would not be what it is today without those challenges and for that I grateful. 
What got me through was my determination and passion.

How my business has grown

These days, things are much better and easier. I am very clear on my marketing, messaging and values. 
I am attracting the rights sorts of clients and we connect well. They are getting the meaningful results they want. I love my work!
One important pillar of my business has been creating community – a supportive and comfortable environment where they can share their challenges and wins. 
Their results are extremely gratifying,
After working with me, my clients are able to go out for and enjoy dinner and cocktails with friends without the sense of nagging guilt that they used to have.  
They can look in the mirror and like what they see.
They have a newfound respect for themselves and they feel confident in their body. 
All of these results are possible because they’ve done the work required to heal their relationship with food and exercise and to find realistic ways to manage these areas without judgement or guilt.

My 3 big lessons

The three biggest lessons I have learned about starting my business are:
- Get clear on your marketing and messaging. It is what you need to get right to attract the right clients.
- See every mistake as an opportunity to learn and grow.
- Take a break! Time out and self-care is an important part of renewing your enthusiasm for your business because it allows you to stand back and see the bigger picture.

Final Thoughts

I have really enjoyed working with Shreen through her study with Wellness Coaching Australia and seeing her personal growth and confidence increase as she has gone through this journey.

Like many of our other graduate coaches, Shreen has some traits that have helped her to succeed:

1. Shreen is persistent
She has had the ‘stickability’ to keep going, even when she has felt confused or stuck, and the patience to know that marketing is a longer term game.

2. She has courage
Shreen has had the courage to liaise with her ideal clients to seek their feedback and opinions, thoughts and needs. This means she’s developed a client-centred business. 
She’s also had the courage to try different things and not give up when something didn’t work.

3. She has been willing to ask for help.
Shreen has recognised the importance of investing in business and marketing knowledge and to get help with the areas that would help her to add coaching to her existing business, and pivot slightly in her approach and messaging.

To learn more about Shreen or connect with her on social media, visit:

Her Website: http://beyoubefree.com.au/
Instagram: https://www.instagram.com/beyoubefreecoogee/
Facebook: https://www.facebook.com/beyoubefree.com.au/
Pinterest: https://www.pinterest.com.au/beyoubefreecoogee/


About the Author - Melanie White

Melanie is a wellness coach with PT and associated qualifications. With over 15 years of experience in business management and leadership, Melanie brings a wealth of experience to the table. She loves helping people germinate new business ideas and grow them into successful, profitable ventures. 

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