Twenty years in finance, then a health challenge forced the pivot she had wanted since she was 14.
Situation, task, action, result. The same four questions we ask before every engagement.
Micaela spent more than twenty years in finance because it was the sensible choice. A health challenge forced her to slow down, and she went back to what she had known she loved since she was 14: teaching movement to children.
She now teaches yoga, pilates and mindful movement across four life stages, from babies with their parents through to adults. As a coach on the Coacheey platform, she had the expertise and no content behind it.
Almost everyone who books her is a parent deciding on behalf of a child. So the content had to be useful to that parent in under a minute, and useful enough to be worth sending to someone else.
It also had to give her something to own: reels she can post herself, independently of the platform.
One storytelling reel carries the pivot itself, finance to the mat, which is the part people remember and the reason they trust her with their children.
The rest are three-tip videos, each aimed at a specific parent with a specific problem: calming a child through big emotions, the tools teenagers are never taught, bonding with a baby beyond feeds and nappies, switching off at night.
Every one is a technique she actually teaches, delivered so it can be tried the same evening.
Under three videos in, the account had added 100 followers and 3,000 views.
Six videos are delivered and still rotating. Early numbers on a small base, but the direction is the point at this stage, and the content bank outlasts the first month.