Kim Maxwell, MS, NTP, founded Kim Maxwell Health, an online health business geared toward helping busy women prioritize their wellness through fitness and nutrition. Her mission is to provide affordable and comprehensive content and information that helps women feel more grounded and successful in their health journey.

If you’re lucky enough to live in the area of Stillwater, MN, you also have access to her in-person boot camps. These are designed with the 40-something female in mind, emphasizing increased strength to improve overall health and well-being.

While Kim has always loved what she does, during the height of the pandemic, she wasn’t sure that her business would survive — a sentiment shared by many of us. 

During COVID, Kim found That Clean Life and decided to implement it into her program to provide recipes and meal plans to her community in addition to running nutrition challenges. 

Ever since, it’s been a whirlwind of positive changes, community-building, and increased self-confidence as a business owner and leader in the wellness space. 

We sat down with Kim to discuss how adding That Clean Life has helped her business evolve and what she’s been able to do with it for her clientele. Spoiler alert: she credits the addition of That Clean Life as a total game-changer for her business model. 

Before That Clean Life

Kim obtained her education in exercise physiology and had several fitness-focused jobs prior to starting her online business. Before Kim discovered That Clean Life, she admits being “kind of old school,” relying on pen and paper to outline her meal plans. 

She would then give her ideas to her more tech-savvy husband, who would use Adobe Illustrator to create a nice finished product. Not surprisingly, this process would take Kim and her husband hours from start to finish.

She also notes feeling like an imposter during this time, something many of us can relate to. Adopting That Clean Life has improved her confidence in her business and herself as a business owner.

“That Clean Life made me feel like they’re doing the nutrition work, the dietitians are behind the scenes, and I’m just putting the recipes together.” 

Kim credits the program for helping her stay afloat and expand her business during the pandemic. “That Clean Life really got me through COVID,” she says. “It has been a game-changer in my business. Now, I feel like I’m not an imposter anymore. I feel like I can speak to the food and why I put things together.” 

Her favorite things about That Clean Life are that it’s easy, simple to follow, professional-looking, and has saved her a substantial amount of time compared to her pen-and-paper days. She says she receives positive feedback from her clients all the time about how “lovely” and “pretty” her materials look. 

How That Clean Life Enhances Her Membership Service Structure

Kim uses a membership service structure for her business, which has grown to 120 consistent members in recent years. Her members can pay a monthly fee, which varies depending on whether they would like to include her local in-person boot camps and her online services. 

Group Challenges

Kim enjoys using That Clean Life to help her manage group challenges, which she hosts at least four times yearly. Generally, she holds one in every season, noting, “I can get more challenges out in a year now that impact my clients because of how easy That Clean Life is.”

Part of Kim’s group challenges are weekly recipes, which help her encourage her members to get in the kitchen, try new things, and practice nourishing their bodies well.

“I share recipes each week, and they’re always looking forward to that. That Clean Life is a huge selling point.”

Better Organization

Using That Clean Life allows Kim to better store, organize, and create new materials for her clients. For instance, she can archive data from past challenges and meal plans she’s used and would like to be able to pull from again or repurpose. 

She also creates recorded fitness videos and may reuse them for movement challenges or 1:1 clients, so having a place to keep them has been incredibly helpful. Kim regularly creates educational materials for her community, including masterclasses on nutritional therapy, and the online platform makes her feel more efficient and professional. 

Community Focus

Kim says, “My big thing is community. That Clean Life creates a lot of our conversations [with community members] because they’re excited to try out the recipes.” She loves how incorporating That Clean Life has allowed her to focus more on what she’s passionate about — serving others and helping them lead healthier lifestyles. 

“That Clean Life is beautiful, it’s easy, it helps the community, and people are seeing results. It’s motivating and it’s something they want to work on as it’s so pretty and the recipes are so delicious.” 

Other Services 

In addition to her membership services, Kim offers several other resources and services to her clients, including: 

• Women’s boot camps: These are offered locally in person up to five days per week (clients also have access to her online materials and membership service).
• 1:1 coaching: Whether someone is looking for a one-time coaching session with Kim or ongoing support for their health and wellness goals, she offers various options on her website.
• Creating gut health-focused meal plans: Having struggled with plenty of gut health issues herself, Kim recognizes this as a need within her community. She makes gut-focused meal plans using That Clean Life templates.
• Creating recipe books: What started as individual recipes has turned into clients wanting full recipe books from Kim, which she can create easily with That Clean Life. Most recently, she created a Grilling E-book to help her clients become more comfortable and excited about using the grill to make healthy foods (including a sweet potato dessert client favorite). She’s been able to sell these individually and use them in her membership services.

Learn more about How to Sell Meal Plans and Recipe Books Online.

Using That Clean Life’s Integration with Practice Better

Integrating That Clean Life with Practice Better has also been a highlight of Kim’s client care experience. She notes that her clients love the integration with the app, which allows them to have a copy of their recipes and grocery lists on hand.

Her clients say that they consistently see better results once they get the hang of using the grocery list and the technology on their end. “I can offer them more…and keep them in the clean eating game more often throughout the year thanks to the ease of use.”

Moving forward, Kim looks forward to experimenting with That Clean Life's sharing feature to encourage clients in her membership service to build their meal plans and make personalized changes. 

Final Thoughts

As we wrapped up with Kim, she emphasized just how much That Clean Life has helped her build and maintain her business.

“That Clean Life is the foundational tool that I have. I build my masterclasses using meal plans. I don’t think I would still be doing this and growing as well as I have without it.”

She continues, “I can’t express how helpful it has been. It’s been so great to have a successful membership service. If I didn’t have That Clean Life or would have had to do it myself, I would have been much more stressed out and I probably wouldn’t enjoy it anymore. I don’t think people would have stayed around. I think people have stuck around because of That Clean Life.” 

To learn more about running a meal planning subscription service using That Clean Life integrated with Practice Better, check out this recording. Then, watch our That Clean Life demo to see the tools in action.