At one point in time, your business name feels absolutely perfect. If all goes well, you won’t come across another business with the same name, as these coaches did, but even without such an obstacle, you may end up deciding one day that your brand and business name need an overhaul.

There’s no telling where business (or life) will take you. Perhaps that’s why it’s possible to find yourself facing the decision to rename and rebrand your business after it’s already established. The following coaches are overcoming that difficult transition and have plenty of lessons to share.

What should you do if your current business name no longer fits?


Coach Joe White no longer felt connected with his original business name, Push Pull Prevail. He said it took dozens of names before he landed on this one two years ago, and he “became increasingly frustrated with finding a name in the health and fitness world that wasn’t already taken (or too close to someone else’s).”

Joe says he ended up settling reluctantly “out of a desire to just move forward.” He changed his business name for 3 primary reasons:

  1. The old name didn’t clearly represent the coaching aspect, and felt like “another thing that needed to be defined or explained.”
  2. The name made less sense when he gravitated away from personal training.
  3. He felt “the name created less freedom for business growth.”

“I want my business name to represent *Me*,” he explained. The new name, Joe White Wellness, was one of his initial ideas years ago, so it felt right; “more engaging, direct, and personal…As I’ve grown, I feel compelled and positively motivated to represent myself this way. It already feels better looking at my new URL, seeing my own name, and I feel a little more free.

Since Joe established his business legally from the start, he needed to file articles to amend his LLC with the Secretary of State, and then he chose to file a DBA (doing business as) “so I could feel more comfortable dropping the LLC notation in certain contexts, and this required paying for a publicized legal noticeI then had to update my website, agreements, disclaimers, documentation, and existing branded material.”


My story is quite different, but we share the same overall challenge: my first business name no longer fit with my new business concept. Before I was certified as a health coach in 2017, I was a primal nutrition blogger under the name My Longevity Kitchen (since 2014). I built a significant following for my recipes and nutrition blogging, but it eventually became time to establish myself primarily as a health coach.

Many non-business-savvy people suggested that I start coaching under the same name, but drawing from the little I did understand about marketing at the time, I was sure I needed a separate brand.

Here are two lessons I learned from working under the name My Longevity Kitchen:

  1. Longevity is not a word in many people’s vocabulary. It surprised me how often it was mispronounced, misspelled, and forgotten.
  2. My Longevity Kitchen is a bit too long of a name, not fitting as a Pinterest or Twitter handle. It’s also very long for an email address (more often misspelled).

After years of hiding behind a brand name, I realized that people needed to know my name. It took some courage, for sure, but that’s when Marisa Moon Wellness was born. I needed a business name that I could grow with, evolving with new interests and opportunities. It’s the same number of characters as my old business name, but I drop the “Wellness” on my URL, email, and most social media handles. MarisaMoon.com is simple enough, right?

It’s been over 2 years with the new name, and I love it. The only consequences I have noticed are social media related. People often tag my personal Facebook profile instead of my business page (because they both have Marisa Moon in the name). Also, when I first switched on Instagram, I realized all of the old tags (@mylongevitykitchen) would lead followers to a dead page, and that was something I just needed to accept.


Coach Lauren Ayers had 20 years of experience with executive life coaching and consulting under the name Blue Almond. Once she became a health coach, however, she “wanted to have a name that was going to bridge the gap and be ‘all encompassing.’”

Lauren continued, “I learned that it’s critical to be passionate about what I stand by…my brand has to give me extra bounce when I get out of bed because it is a representation of who I am at an intrinsic level. My new business, Blueprint Coach, speaks of the opportunities I believe in for so many people…the approach I take is very much like designing a blueprint. There isn’t a one-size-fits-all blueprint for everyone…[with the new name] I’ve moved on from the past and created something fresh for myself.”


Veteran Health Coach Laura Rupsis changed her business name twice over the course of 8 years, with her most recent change happening right now. She began doing business under the name (R)evolution Health Coach, which was inspired by her passion for ancestral health and human evolution.

When she opened her CrossFit gym, she changed her health coaching business to Out of the Box Nutrition, because she was running a gym out of a “box” (as they say in Crossfit communities), and because she coached people a bit ‘out of the box’ when compared to conventional nutrition advice.

Five months ago, Laura began selling her CrossFit gym to start a new life in a new state. She felt like she really needed a change, and the name CoachLaura.Fit was born.

“It just felt right. I am definitely an advocate of not just health, not just nutrition, but fitness. In my mind, fitness is a step above overall wellness. I want to work with women who want to be fit. I also wanted my name in there, and I wanted Coach; I am a coach, not a nutritionist or dietician.”

Laura is still in the creative process of planning the new website and taking her fitness online. “Lots to do, but I am super excited about it. I feel like I have finally found my identity in this space.”

What have you learned from these experienced alumni? Share some thoughts on your business name inside our Facebook group, and get feedback from the coaching community. 

Looking for inspiration? Check out our popular series of health coach business names:
149 Catchy Health Coaching Business Names
149 More Catchy Health Coaching Business Names
Another 149 Catchy Health Coaching Business Names

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