Ellen Johnston - Start-up Case Study

Ellen Johnston is a second-year student at LJMU on the BSc Sport & Exercise Science degree. She started her online health and wellness coaching business, Elevate Health and Wellness, in 2024, supporting women to thrive in all aspects of their life and catering for their physical, mental, emotional, relational, environmental and existential health. 

What does your business do?

I’m an online health and wellness coach who empowers women to thrive in all aspects of life, instead of merely surviving. I take a wholistic approach to what I do - catering for their physical, mental, emotional, relational, environmental and existential health, as health is a complex and multifaceted thing.

How did you get the idea to start your business?

I suffered a knee injury at the age of 16 which unfortunately brought my days of football to an end. During the recovery from my initial knee surgery, I suffered a lot of misinformation which warped my perception of exercise and nutrition. After time was called on my days of sport, I turned my vision to creating a difference in the fitness industry for women.

How did the LJMU Start-Up Hub help and support you?

I received the Bathgate Boost Award last year, which has allowed me to further invest in my business to make it better and bring it one step closer to being the well-rounded, go to service I aspire for it to be.

What has been the best thing about starting your business?

The best thing for me since starting my business is seeing the direct impact I have on my clients’ lives, both physically and mentally. It’s amazing to hear from them directly just how big of an impact the work we do together has on them.

What is the best thing about doing business in the Liverpool City Region?

I love the freedom of the city, there’s little to no judgement and it’s a city full of great opportunities in comparison to the small, rural town I come from.

What was your biggest challenge in getting started up?

I definitely think getting out of my own way, as I held myself back a lot with regards to self-doubt, etc.

What advice would you give to an LJMU student thinking of starting their own business?

Absolutely go for it! You don’t have anything to lose by trying - it’s better to regret trying than to be left with the regret of having not tried at all.

Are there any exciting plans for the future you can share with us?

I’m hoping to be able to take in a female health physio into my coaching business in 2025 to add a further dimension to things.

Support from the Student Futures team 

If you want to talk about potential careers options with your degree, need help finding opportunities or want support with your CV, application forms or preparing for an interview, you can get advice and guidance by booking a 30-minute 1-2-1 careers meeting with a Careers and Employability Adviser from the LJMU Student Futures Team.  You can also come along to a Careers drop-in or CV Café which take place weekly at the Careers Zones for quick careers queries.

If you are thinking about starting a business, freelancing, pursuing a side-hustle or have an idea that you want to explore further, email the Start-up Hub and a member of the team will be back in touch, or visit the Start-up Hub website.

For help finding part-time, temporary or casual you can fit around your studies, email the Unitemps team or visit their website.