Liz Fernandez: Building a Coaching Brand for First-Gen Latinas

Liz Fernandez is a Business Coach that has worked with dozens of Latinx Therapists and Coaches from therapy trainees, associate therapists, licensed therapists, private practice owners, counselors, educators, to social workers.

In this episode of From Passion to Profit™️, Liz shares how she navigated the complex pathways of career, identity, and personal growth with a level of intention and passion that is truly inspiring. Liz’s journey is one of bold pivots—from being a licensed therapist to becoming a coach specifically helping first-generation Latinas in Therapy & Counseling navigate the post-grad life. Burned out by the limitations of the traditional mental health system and challenged by the stresses exploding during the pandemic, Liz found herself reevaluating her path and ultimately deciding to take control of her destiny.

Her proactive approach meant she wasn’t afraid to explore different career choices or industries. She understood early on that complacency wasn’t an option, and she wasn’t content with just any career—she sought out her true calling. This journey wasn’t without its hurdles, including imposter syndrome, financial struggles, and the emotional challenges of transitioning from a set career path to full-time entrepreneurship.

Who do you serve and why?

Liz helps Latina Therapists Double their therapy income with coaching due to the pay disparities that exist in the mental health field.

How long have you been in business?

I started my business Sept 2020, I’ve been in business 4 years.

What were you doing before you started this business?

I was working in higher education as a college counselor and in my first year of graduate school.

How & why did you start this business?

I started my business because I realized the disparities in pay that existed for therapists, the chronic stress, and burnout that existed in clinicians. I wanted to create more options for myself and expand my skillset and offerings into serving my community in a more impactful and less westernized way.

The most pivotal moment in my business was…

The moment that I sold out two group launches back to back that made doubling my therapy income possible and helped me transition into full-time entrepreneurship.

Also, moving to Mexico City. My business allowed me to reclaim everything my parents gave up to give me a better life. As an eldest daughter of farm working Immigrants, I was able to pursue my Mexican-American Dream and return to my motherland and experience it in a way my parents never could.

If there’s anything you could change in your story, what would it be and why?

If I knew then what I know now, I would’ve started my business sooner. I also know that every season truly served it’s purpose in my journey.

What has been the most fulfilling part of your entrepreneurial journey?

Helping my clients blow their own minds with what they create, how much deeper their self belief is, the movement we are creating, seeing them enjoy the byproducts that come from doubling their therapy income with coaching. It’s truly so healing for our lineage as daughters of immigrants.

What has been the most challenging part of your entrepreneurial journey?

The growing pains, the inner work that we are forced to look at when entrepreneurship reflects it back to us, the client drought moments, the constant learning & unlearning.

If you had to do it all over again, what would you say?

I would do it in a heart beat. Entrepreneurship changed my life.

How to find Liz Fernandez and support her:

Website: https://thelizfernandez.com/
Instagram: https://www.instagram.com/thelizfernandez/
How to Work with Lia Garvin: https://thelizfernandez.com/links

Tune into the From Passion to Profit™️ Podcast: cheyamedia.com/podcast