The shift into fall offers more than just cooler weather—it brings a unique rhythm for private practice owners. In this episode, I reflect on what I call the “surge season” and how it mirrors the natural cycles of growth, maintenance, and evolution in both our practices and ourselves as clinicians.

We’ll walk through the four key seasons I see therapists experience—launch, growth, maintenance, and evolution—and why naming the season you’re in can offer both clarity and permission. If you’re feeling a shift coming on, if the work that once energized you now feels heavy, or if you’re wondering whether it’s time to evolve your niche, this episode is your invitation to pause, reflect, and recalibrate.

I also share what 2025 has looked like behind the scenes at Walker Strategy Co.—a scrappy, creative, sometimes exhausting season—and how that has paid off in ways that didn’t always feel obvious in the moment. Spoiler: your consistency will pay off, just not always right away.

Here’s what you’ll learn in this episode:

1️⃣ How to identify which season of practice you’re in—and what to do with that insight

2️⃣ Why returning to a growth phase after reaching maintenance isn’t failure—it’s normal

3️⃣ What to consider (practically and emotionally) when you feel a pull to evolve your niche or services

Resources & Links Mentioned:

• Confident Copy: walkerstrategyco.com/cc
• The Walker Strategy Co website: walkerstrategyco.com

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About Marketing Therapy

Marketing Therapy is the podcast where therapists learn how to market their private practices without burnout, self-doubt, or sleazy tactics. Hosted by marketing coach, strategist, and founder of Walker Strategy Co, each episode brings you clear, grounded advice to help you attract the right-fit, full-fee clients and grow a practice you feel proud of.