If you’ve been following my work for a while, you know me as the person behind ‘The Holistic Baby Guru’, Babies @ Play, and all things baby development, sleep, reflux, occupational therapy and more recently osteopathy.
But what you might not know is that for the past year, I’ve been quietly building something else. Something that’s been years in the making. Something I haven’t talked about publicly until now.
It’s called Celuna Consulting, and it exists because I’ve lived the exact struggle so many therapists, wellness professionals, and service-based business owners are living right now.
The Duct-Taped Years
Let me take you back.
2015: I gave birth to my son in the USA and knew immediately I wasn’t ready to go back to work when he was 12 weeks old. We were moving to Canada soon, so I stayed home. It felt right, but I also knew I needed more than just being home. I needed to use my brain. I needed to support families. I needed to figure out how to build a business that let me stay with my baby.
2016: We moved back to Toronto, into the house I grew up in. I started running Babies @ Play classes in my neighbourhood while working a few hours a week at a sensory clinic. I remember creating a PDF flyer (not even on Canva yet) and walking around my neighbourhood with my son in the stroller, taping flyers to light poles and stapling them to bulletin boards. That’s how it started.
2017: Heavily pregnant with my daughter, I launched my first website. I didn’t build it myself. A colleague wanted practice, so we did it together. It was an intense process, and when it was done, I couldn’t edit anything on my own. Every tiny change meant going back to her. Then she disappeared. I spent hours on YouTube just trying to figure out how to change a price or update a colour.
2018–2019: Two very young kids at home. A small 1:1 practice. Babies @ Play classes. I was trying to figure out multiple streams of income, so I dabbled in an oils business, started learning about email marketing, bought an all-in-one platform, and slowly built out my website while my kids were in daycare a few days a week. I was buying business courses, hiring coaches, watching random YouTube videos, and figuring out the backend tech completely on my own. It was exhausting. But I was doing it.
In 2019, I created my very first online course: Babies @ Play: Running Mom & Baby Classes Made Easy—a plug-and-play program teaching pediatric therapists and postnatal professionals how to run their own mom and baby classes. I learned how to film, how to record presentations, how to structure a course that actually helped people. And here’s the thing: to this day, it’s my best-selling course. It sells while I sleep.
2020: The world shut down. Both kids were home full time. I pivoted my in-person classes online because mamas had already paid and were willing to try it virtually. It worked. I created more digital products, explored telehealth, and kept moving forward.
2021: Still searching for “the thing” that would help me scale. I was writing blogs, making courses, creating lead magnets, sending sporadic emails, trying to figure out Reels (which I hated), and attending vendor markets. I even started writing a book, which was never on my radar.
2022: I hired my first VA. I took a full-time temporary contract. My book launched in October.
2023–2024: I started learning about AI, how to use it to streamline my business, and joined an incredible digital marketing strategy program at the end of 2024.
2025: I completed my digital marketing certification, officially started Celuna Consulting, and hired an agency team to help me build out a proper website for this new business. Everything I’d been piecing together for years was finally coming into focus.
The Thing No One Tells You
Here’s what I realized after nearly a decade of figuring this out alone:
You’re not bad at business. You were just never trained for this part.
You went to school to be a therapist, a coach, a practitioner. You learned how to serve people, how to help them heal, how to guide them through transformation.
But no one taught you:
- How to build a website that actually converts
- How to write emails that nurture trust without feeling salesy
- How to create a lead magnet that attracts your ideal clients
- How to set up systems that work in the background so you’re not constantly scrambling
- How to market yourself in a way that feels aligned, not exhausting
So you do what I did. You piece it together. You buy courses. You hire coaches. You watch YouTube videos at midnight. You duct-tape your backend together and hope it holds.
And it works… kind of. But it’s exhausting. And you’re always wondering if there’s a better way.
Why Celuna Exists
Celuna Consulting was born from those years of struggle.
From the nights I spent crying over broken website plugins.
From the months I wasted on strategies that didn’t work for my audience.
From the frustration of knowing I was good at what I did, but feeling invisible online.
From the shame of thinking, “Why can’t I figure this out? Everyone else seems to have it together.”
I started Celuna because I don’t want other service providers to spend a decade figuring out what I had to learn the hard way.
I help therapists, wellness professionals, and heart-led business owners simplify the part of business they were never taught—so they can focus on the work they actually love.
Why I Didn’t Talk About It Right Away
You might be wondering: If you’ve been doing this work for a while, why are you just now talking about it?
The truth? I needed time.
Time to complete my digital marketing certification. Time to build the systems properly, not rushed. Time to create the website, write the blogs, design the lead magnets, and craft the email sequences. Time to make sure that when I finally stepped into this space publicly, I was doing it with clarity and intention—not desperation or hustle.
I’ve spent years overworking and overcommitting. I’m done with that. Celuna was never going to be another thing I forced into existence. It was always going to be built with care, aligned with my capacity, and rooted in the belief that business growth doesn’t have to feel hard.
So I let it develop quietly in the background. And now, I’m ready to share it.
This Is For You If…
You’re a therapist, coach, or service provider who is incredible at what you do, but your business feels like it’s held together with duct tape.
You’re tired of piecing together random advice from courses, coaches, and YouTube videos.
You want someone who actually understands what it’s like to build a business while raising kids, managing a practice, and trying not to burn out.
You’re ready for clarity. For systems that actually work. For a business that feels as aligned as the work you do with your clients.
If that’s you, then Celuna is here for you.
What’s Next
Over the next few weeks, I’ll be sharing more about what Celuna offers, the tools I’ve built to help you get visible and attract clients without the overwhelm, and the belief shifts that changed everything for me.
For now, I just want you to know: You’re not behind. You’ve just been building without a blueprint.
And I’m here to help you create one.
Ready to explore what’s possible?
Learn more about Celuna Consulting at www.celunaconsulting.com
Or connect with me on LinkedIn or Instagram
Kaili Ets is the founder of Celuna Consulting, where she helps therapists and service-based business owners simplify their marketing, streamline their systems, and build businesses that feel as good as they perform.