In this exclusive interview, Nicolle sits down with Sam Burgess, a seasoned marketing consultant turned life coach and business mentor.

From navigating a dynamic career shift to embracing the transformative experience of motherhood, Sam shares her journey of finding alignment in life and business. We dive deep into her holistic coaching approach, the integration of psychology and spirituality, and her unwavering passion for empowering female entrepreneurs. With insights into balancing personal growth, family life, and professional ambition, Sam offers practical advice and heartfelt stories to inspire women to design businesses that reflect their values and soul purpose.

Nicolle: Can you tell us more about your transition from the retail industry to marketing consultancy and eventually to life coaching and business mentoring? What inspired these significant shifts in your career?

Sam: After two decades in corporate retail, I realised I craved more creative freedom and connection in my work. Leaving to become a marketing consultant allowed me to help small businesses share their stories authentically. But as I worked with clients, I noticed a recurring theme - many struggled not with strategy, but with self-doubt and limiting beliefs. It became clear that I wanted to support people on a deeper level. Inspired by my own journey of overcoming burnout and rediscovering alignment, I retrained as a life coach and business mentor in 2019. My focus shifted to helping entrepreneurs build businesses that feel like an extension of their true selves. The transition was a natural evolution, blending my corporate experience with my passion for empowering others to live and work in alignment with their soul purpose.

Nicolle: How has becoming a new mother influenced your approach to coaching and mentoring female entrepreneurs? What challenges and insights has motherhood brought into your work?

Sam: Motherhood has deepened my empathy and broadened my understanding of the unique challenges women face. It’s given me insight into balancing ambition with the need for presence, rest, and boundaries. I’ve become more attuned to helping clients build businesses that don’t require them to sacrifice their personal lives or well-being. A key challenge I’ve faced is learning to be adaptable. Motherhood taught me to work smarter, prioritising what truly matters while letting go of the rest. This has shaped how I mentor clients—I now place even greater emphasis on sustainable strategies and creating businesses that can thrive without constant hustle. Ultimately, becoming a mother has made me even more passionate about helping women design lives and businesses that support their values.

Nicolle: Your practice combines psychology, strategy, spirituality, and energy work. How do these elements integrate into your coaching process, and how do they benefit your clients?

I take a holistic approach to coaching, recognising that success isn’t just about strategy–it’s also about mindset, intuition, and energy alignment. Psychology and strategy create the structure: identifying limiting beliefs, setting clear goals, and crafting actionable plans. Spirituality and energy work, like Human Design and Reiki, help clients reconnect with their intuition and unique strengths. Together, these elements empower clients to move beyond surface-level changes and create deeply aligned transformations. They gain clarity on their purpose, practical tools to achieve their goals, and the confidence to trust their intuition. This integration helps clients not only grow their businesses but also feel more fulfilled in their personal lives.

Nicolle: You mentioned using tools like Human Design, Astrology, and Reiki in your mentoring. Could you elaborate on how these practices contribute to aligning businesses with an entrepreneur's soul purpose?

Sam: Human Design and Astrology are powerful tools for self-awareness, helping clients understand their natural strengths, decision-making styles, and energy flow. For example, a Manifesting Generator might thrive by embracing its multi-passionate nature, while a Projector may need to focus on working smarter, not harder. These insights help clients align their business models and strategies with their innate abilities. Reiki supports this process by clearing energetic blocks, allowing clients to step into their fullest potential. Together, these practices provide a deeper sense of alignment, enabling entrepreneurs to build businesses that feel purposeful and sustainable, rather than forced or draining.

Nicolle: Balancing a business with personal growth and family life is a challenge many women face. What strategies do you suggest for women struggling to find that balance? How do you personally manage these aspects of your life?

Sam: The key to balance is integration. Instead of striving for perfection, I encourage women to focus on aligning their priorities with their values. Start by identifying what truly matters and set clear boundaries around those priorities. Delegate where possible, and don’t be afraid to ask for help. Personally, I use tools like time-blocking and regular check-ins to ensure I’m honouring both my business and my family. I also embrace flexibility, recognising that balance shifts daily. Above all, I prioritise self-care–it’s not indulgent, it’s essential. When I’m grounded, I’m a better coach, mother, and partner.

Nicolle: You’ve recently returned to your practice after maternity leave. How has this period of pause and reflection impacted your business and your approach to mentoring?

Sam: Taking maternity leave was transformative. It gave me the space to reflect on what truly matters, both personally and professionally. During this time, I reconnected with my passion for helping others live and work in alignment. Writing my Substack ‘Luminary Letters’ reignited my creativity, reminding me why I love what I do and that I had so much to say I launched a podcast, “Living Aligned with Samantha Burgess” which gives bite-size (under 15 minutes) episodes to help entrepreneurs connect to what’s important to grow a thriving business. This pause also reinforced the importance of sustainable success. I now mentor clients with an even greater focus on building businesses that support their lives, not consume them. My approach has become more intentional and compassionate, shaped by the understanding that life has seasons–and each season offers unique lessons.

Nicolle: Could you share a success story from one of your clients that exemplifies the impact of your heart-led approach to business mentoring? What transformation did they experience?

Sam: One client came to me feeling overwhelmed and unsure about the direction of her business. She was juggling too many offers and felt disconnected from her purpose. Through our sessions, we uncovered her true passion: empowering women through holistic wellness. By streamlining her offerings and aligning them with her values, she not only increased her revenue but also felt a renewed sense of purpose. She now runs a thriving business that reflects who she is, with a clear focus on her mission. Her transformation was a testament to the power of aligning strategy with heart and soul.

Nicolle In your experience, what are some of the most common limiting beliefs that female entrepreneurs face, and how do you help them overcome these barriers?

Sam: The two most common limiting beliefs I see are: “I’m not enough” and “I’m afraid of success.” These beliefs often stem from societal conditioning and personal experiences, creating blocks around visibility, pricing, or setting boundaries. I help clients overcome these by identifying the root of their beliefs, reframing them, and replacing them with empowering narratives. We use tools like journaling, visualisation, and mindset coaching. The goal is to build self-trust and confidence, enabling clients to step into their potential and lead with authenticity.

Nicolle: The concept of aligning a business with one's desired lifestyle is central to your work. What advice would you give to women entrepreneurs who feel their business is out of sync with their personal values or life goals?

Sam: If your business feels out of sync, start by getting clear on what truly matters to you. What kind of life do you want to live? Then ask: does your business support or detract from that vision? Identify what needs to change–whether it’s scaling back, refining your offers, or shifting your priorities. I also recommend embracing the power of saying no. Not every opportunity or client will align with your values, and that’s okay. Focus on what feels right for you. Remember, a business should support your life, not consume it. Alignment is the key to both fulfilment and success.

Nicolle: Looking ahead, what are your goals for your practice in the coming years? How do you see your role evolving as both a business mentor and a mother?

Sam: My goals are twofold: to support more women in aligning their businesses with their soul purpose and to model a life of authenticity and balance for my son. I plan to expand my offerings, potentially through group programmes and writing a book, while maintaining a focus on one-to-one coaching. As a mother, I’m committed to showing my son the value of following your heart. Balancing both roles will require adaptability and grace, but I see this as an opportunity to live out the principles I teach, showing that success and alignment can coexist beautifully.

Sam Burgess’s journey is a testament to the power of alignment, adaptability, and heart-led action. From retail to life coaching, from corporate hustle to soulful mentoring, her story reflects a commitment to empowering women to build businesses that truly resonate. Whether it’s through her one-to-one coaching, her Substack, or her podcast Living Aligned with Samantha Burgess, Sam continues to inspire entrepreneurs to embrace sustainable success and live authentically.

As she looks ahead, her vision of supporting more women while modelling balance for her son reminds us all of the beauty in following our hearts.

_

Nicolle Knapova is a little bit of everything. She is a freelance translator, content creator. She loves indie music and is always browsing through Spotify to find the next amazing artist to obsess over. Her love for storytelling means she’s always writing something and she’s not afraid of any genre. Her biggest dream is to be a published author. If she’s not writing her fan fiction, she’s writing her poetry and sharing it on her Instagram @elisecaverly.

Featured