Rachael Carter is wellbeing personified. She coaches spiritually open, empathetic, heart-driven leaders, alongside supporting individuals with end of life support as a Soul Doula Accredited trainer.

Currently supporting ‘The Dreaming’, a retreat owned by Charlotte Church, Rachael is always striving to help people tap into their deepest feelings and make the most of life.

Get to know her in our latest ‘What A Woman’ interview…

It goes without saying that you are *quite* the woman! Tell us a bit about your business journey so far… 

I started my career in marketing working with some of the worlds biggest brands.  I loved the fast paced busy life it gave me.  But it turns out I was not born to stay on that path.

My colleagues called me ‘Coach Carter’ because I was the go-to person for championing growth and success—supporting others to realise their full potential truly lit me up.

Leadership roles seemed to find me, both in my professional and personal life, but while I had the energy of a leader, I never held a formal CEO title. That experience taught me an important truth: leadership is an energy, not a title.

Then life threw me a curveball. I faced profound challenges and losses that forced me to focus on self-leadership and healing—something I had never truly prioritised. This period was transformative. I learned that true health is so much deeper than diet and exercise. It’s mental, emotional, and spiritual. My natural drive, which had served me so well, had become my greatest enemy when left unchecked.

It was a humbling realisation: sometimes, being ‘too driven’ can be a double-edged sword.

During that period, I also learned the importance of embracing mortality and how that impacts our wellbeing. Witnessing gaps in the dying journey of my Nan was a turning point for me. In her honour, I became an end-of-life Doula, determined to fill those gaps and train others to make a difference. My life and death work became deeply intertwined, and the profound insights I’ve gained about life through my death work are what set me apart from other Coaches and Mentors.

This shift in perspective laid the foundation for my business. I realised that most coaches focus on motivating their clients to push harder and do more—but women like me, highly driven women, don’t need more fuel on the fire. What we need is balance. That’s why I focus on helping women who are already achieving so much , find harmony in their lives without compromising their ambitions or removing their responsibilities.

After years of relearning what health and fulfilment looked like for me, I launched my wellbeing brand, Eva & Alma, in April 2018. Since then, I’ve had the privilege of supporting incredible female leaders, creating an accredited end-of-life program, and even delivering a TEDx talk. My journey has been about transforming adversity into purpose, and it’s been the most rewarding chapter of my life so far.

What inspired you to set up your business and what have been the most significant steps in growing it to where you have to date?

Before 2011, I was a fit, active, competitive sportswoman. Health and wellbeing seemed to lead my life—or so I thought. I had been taught that eating well, maintaining a positive mindset, and staying fit equated to health. But after a life-changing surgery left me unable to participate in sports or follow my usual fitness routines, my career and sense of self unraveled. That moment marked the beginning of a profound lesson: health is far more than physical fitness.

Over the next six years, I immersed myself in holistic healing—a journey that redefined my understanding of what it means to be well. I reconnected my mind and body, undertook deep psychological work to understand how my driven mindset had ignored my body’s cries for help, and embraced transformative practices like meditation, yoga, breathwork, and reiki. I slowed down, adopted a more intentional lifestyle, and opened myself to spiritual growth. This journey wasn’t just about healing; it was about awakening to a deeper, more integrated way of living. I knew I had to share this with other heart-driven female leaders who, like me, were navigating challenges while striving to make a meaningful impact on the world.

During this time, I also worked as a Soul Doula (Death Doula), helping individuals find peace, heal emotionally, and prepare to leave this life with dignity. Supporting hundreds of people through their dying journeys over the past 11 years has deeply grounded me. It has given me a unique perspective on what truly matters at the end of life—and that insight guides me as I help others live fully. Witnessing what matters when we die inspires me to empower my clients to live without regrets.

The women I work with have big missions and even bigger responsibilities. They are conscious leaders with the potential to shape the world, but they often face immense challenges—loss, burnout, or a sense of imbalance that prevents them from thriving. My mission is to walk alongside them as a guide, coach, and healer. I help them heal after life-changing loss, maintain their wellbeing, and lead authentically in a world that doesn’t always support feminine leadership.

The most significant step in growing my business has been aligning my work with my lived experiences and unique insights from both life and death. This alignment has made my work deeply authentic, and that authenticity is what draws my clients to me. By investing in my personal and professional growth, creating tailored coaching programs, and building a supportive community, I’ve been able to create lasting, transformative impact in the lives of the women I serve.

Did you dive straight into entrepreneurial life, or did you take your time planning?

I was never planning to be self-employed, let alone to create a wellbeing business. This journey feels like a calling from the Universe—something that was planned for me all along, even if I couldn’t see it at the time. It wasn’t until my world was turned upside down in 2011 that I began to truly understand what healing meant and what genuine wellbeing and health felt like for me.

Initially, I didn’t set out with a formal business plan. My focus was on my own healing and transformation. But as I embraced holistic practices, connected with my spiritual self, and supported others as a Death Doula, I began to see the unique blend of insight and experience I could offer. It became clear that this work wasn’t just a personal journey—it was my purpose.

In many ways, my business has grown organically. Every step I’ve taken—whether it was investing in my own development, gaining professional training, or supporting others—has been guided by intuition and aligned with the values I hold. This wasn’t about diving in recklessly or waiting for the ‘perfect’ moment; it was about following the path that was unfolding in front of me and trusting that the pieces would come together.

Entrepreneurial life may not have been in my original plan, but looking back, it feels like it was always meant to be.

Business support comes in so many forms – accelerators, mentors, finance, and networking, to name a few. What support have you found the most significant in helping you to start and scale?

To be honest, finding truly aligned business support has been a challenge. Traditional business models don’t always resonate with spiritual businesswomen like me, especially when your work involves conversations about death and creating programs around it. It’s a unique space that often doesn’t fit the typical mould.

That said, in 2021, I was fortunate to work with a mentor who helped me reimagine my business model to amplify the impact I could make with the work I do and the resources I have. Beyond the strategy, she also created a safe space for me to embrace my worth—encouraging me to set appropriate prices for my services in a world where women, especially those in ‘heart work,’ are often judged for what they charge. Thanks to her support, I was able to step into this new model while staying true to my purpose and values.

It’s been a journey of finding unconventional support and trusting my intuition, but that mentor’s impact was a turning point in scaling my business and honouring my unique path.

What’s on your vision board this year?

This year, my vision board reflects a strong focus on personal growth and alignment. My personal life is in a period of transition following a shock Divorce, and I’m intentionally calling in deeper, genuine connections—true friendships, healthy romance, vibrant health, travel, joy, and abundance. It’s about creating a life that feels as fulfilling as the work I do.

On the business side, I’m envisioning continued abundance and expansion of my soul-calling work. I see more meaningful connections, opportunities to amplify my message, and greater impact in both life and death work. It’s about honouring my mission while embracing growth with grace and intention.

They say “if you don’t ask, you don’t get” so what’s the magic bullet that will help you scale and who do you need to make it happen?

I’m looking for four heart-driven female leaders for my private, 6 month spiritual coaching program in 2025. So if you’re reading this and you fit the description, or know someone who does, please feel free to reach out to chat further.

Also, my End of Life Soul Doula program is transformative—it changes lives, both for the living and the dying. To scale its impact, I’m seeking sponsorship from businesses who want to make a difference, to offer sponsored places for those who might not otherwise have access and to support me in spreading its message through speaking engagements and networking events. This would allow me to reach more communities and inspire important conversations around death and wellbeing.

Apparently, a founder’s morning routine says a lot about them. Talk us through yours…

I wake up naturally, without an alarm—a practice I’ve trained my body to embrace over the years. My day begins with a cuppa while I mindfully connect with the woods and birds just beyond my home. It’s a peaceful moment of grounding that sets the tone for the day.

I spend time journaling, pouring out my dreams, thoughts, and gratitude onto the page. This practice helps me clear my mind and align with my intentions. Afterward, I check emails and plan my day, ensuring I’m clear on my priorities.

Next comes movement and connection with nature. I head out for a 30-minute walk to energise my body and reset my mind. Back home, I retreat to my soul sanctuary for some yogic stretching or meditation. It’s a sacred space where I reconnect with myself before the demands of the day take over.

Finally, I enjoy a nourishing, brunch-style breakfast, and with that, I’m ready to dive into my work with focus and clarity.

What are your non-negotiables, in both business and life?

I have clear, realistic, and fair boundaries that are essential for maintaining balance in my life. This balance is non-negotiable because it directly supports my physical health and overall wellbeing.

I believe boundaries are only effective when they are communicated upfront, so I make it a priority to express them clearly and kindly. Once those boundaries are established, I hold firm—crossing them simply isn’t an option. Maintaining these non-negotiables allows me to show up fully, both in my personal life and for the women I support through my work.

As a successful founder, how easy do you actually find it trying to have work/life balance?

For me, achieving work/life balance feels natural now, but it’s taken years of intentional effort to cultivate both the mindset and the habits to maintain it. Balance isn’t optional for me—without it, my health declines, and I lose the independence and fulfilment that are so important to how I live my life.

It’s also about integrity. As a Coach and leader, I have to embody what I teach. Practicing what I preach isn’t just about authenticity—it’s about ensuring I can continue to show up fully for myself and the women I support. Balance isn’t just a concept for me; it’s a non-negotiable foundation for both my personal and professional life.

Are there any go-to resources you’d recommend to fellow founders – be that books, podcasts, memberships, or something else entirely?

My recommendation might be a little unconventional: step away from self-development books and podcasts for a while and focus instead on reconnecting with your body. Your body holds immense wisdom—wisdom no book or podcast can truly teach you.

Many of my clients come to me after years of consuming self-development content, only to find that nothing has really changed. They still feel stuck because they’ve remained in their minds without doing the necessary embodiment work. True transformation happens when you stop overthinking and start tuning into your body.

This practice creates space for clarity and allows you to approach challenges—both in business and life—with balance and intuition. By getting out of your head and into your body, you can solve problems more effectively and feel more fulfilled, which in turn supports your overall success and wellbeing.

On the subject of advice, what’s the most BS advice you’ve ever received? Did you ignore it straight away or learn the hard way?

The worst advice I’ve ever received was to find someone who works in a similar way to me, appears successful, and then copy them! To me, this is completely at odds with authenticity and creativity—both of which are core to who I am.

While I can be inspired by others, I have zero desire to be someone else. The creative process of designing my own authentic programs and marketing strategies is something I genuinely enjoy. It’s also how I attract the right people—those who resonate with my unique way of working.

I ignored this advice immediately. Authenticity is non-negotiable for me, and I’d much rather build success on my own terms than try to replicate someone else’s path.

Finally, we believe in the power of celebrating your wins. What are you most proud of?

I am most proud of the fact that, if I were to die next week, I know I’ve lived an authentic life with zero regrets. In my work supporting hundreds of people as they prepare to die, I’ve seen firsthand how rare and powerful that is. Living without regret is something I hold deeply as an achievement, and it’s a gift I strive to inspire in others.

I’m also incredibly proud of being invited to deliver a TEDx talk—with only three and a half weeks to prepare! For an introvert like me, standing in front of an audience of 100 people and  being filmed for 41 million, sharing my story was a profound moment of courage, growth, and impact.

And perhaps more quietly, I’m proud of the journey I’ve taken to turn my personal challenges into a mission that helps others. Building a business that blends life and death work, supports incredible female leaders, and leaves a lasting legacy is something that fills me with gratitude and pride every single day.

WHAT. A. WOMAN!

Do you know a founder that will inspire The 51% Club community?
Get in touch with us and tell us a bit about her story: girlpower@the51percent.club