Heather’s Story
From the outside, Heather had it all figured out.
After nearly 30 years in the outdoor and athletic industry—including over 15 years in a leadership role—she was a respected voice in the business. She had built a powerful career in merchandising and product strategy. She was known for her professionalism, her people skills, and her ability to bring beauty and functionality into the world through thoughtful design.
But when the 2020 pandemic hit, everything changed.
A layoff left her reeling—not just financially, but existentially.
The experience was one that so many women quietly endure:
The rug pulled out.
The identity gone in an instant.
The tribe, the rhythm, the belonging—disappeared.
And when a new opportunity came along at a well-known athletic brand, it seemed like a lifeline.
But instead, it pushed her deeper into isolation and disconnection.
Sitting behind a computer day after day, managing workloads without meaningful collaboration, she began to spiral into depression. She couldn’t make sense of it logically. She had two children headed to university, a successful title, and a role many would envy. But emotionally and energetically, she felt trapped—on a one-way street with no clear exit.
What We Worked On
When Heather and I began working together through Frequency-First™ Coaching, we created space for her to finally explore what was underneath the exhaustion, frustration, and grief.
Together, we worked to:
- Revisit and release the unresolved imprint of the layoff—addressing the deep sense of betrayal, sadness, and sudden loss of identity
- Untangle long-held childhood patterns that were quietly influencing her adult decisions and reactions
- Reconnect with what truly lights her up—beauty, movement, collaboration, and meaningful impact
- Shift out of logic-driven decision-making into frequency-first alignment—what actually feels right, not just what “makes sense” on paper
- Create nervous system safety around making bold new decisions, even without guaranteed outcomes
As she moved through this process, Heather began to reclaim parts of herself that had been dormant for years. Not just professional ambition—but joy, vitality, creativity.
She remembered who she was before she had to perform, protect, or prove.
The Transformation
What came next was bold—but deeply true.
Heather chose not to extend her contract.
Instead, she launched Pure Clean Outdoor—a business in Seattle where she works hands-on with a small, trusted team to beautify exterior spaces. No more hours behind a screen. No more misaligned structures. No more disconnect from her own gifts.
She’s outside, moving her body, creating beauty, and working in direct relationship with people again.
She told me:
“This experience is beyond what I expected or anticipated. Some of the deep work we did together, I’ve never been able to do before… I’ve been able to go deeper instead of staying at the surface level. What was most valuable was how we shifted from week to week depending on what happened. You were able to dig into things I didn’t even realize I needed.”
— Heather Cvitcovich, Product and Merchandising Director, Lululemon
She’s not just happier—she’s whole.
Living in integrity with herself. Leading on her own terms. And creating beauty in a way that reflects who she’s always been.
Why This Matters
Heather’s story is not just hers.
It’s the story of countless high-performing women who have given everything to a system that stopped giving back. Who “landed the role” and still felt empty. Who carry the invisible grief of lost identity, untold burnout, and decades of over-functioning.
Frequency-First™ Coaching doesn’t just get you out of the fog.
It helps you reclaim your signal.
The one that guides you—not from pressure or fear—but from purpose, clarity, and trust.
Heather didn’t need a reinvention.
She needed a return.
To what feels beautiful. Alive. Hers.
And that’s exactly what she created.
Ready to explore if working together makes sense? Book a Free Frequency-First™ Exploration Session.
