Blazers to Trailblazing: A New Era for Therapists

Lacy Warne, LMFT left the blazer behind in pursuit of widespread, authentic connection. But don’t worry – if you love your blazer, we won’t judge. Kelley and Lacy share their own self-made barriers to success: from decision paralysis to plateaus in passion. How personal and professional triumph over them becomes the most powerful asset in each individual’s quest to grow their private practice and fulfillment. But don’t worry – if you love your blazer, this podcast is still for you. 

In my most recent episode of The Private Practice Pro Podcast, I sit down with licensed marriage and family therapist, Lacy Warne, to divulge our self-made barriers to success – from limiting beliefs to decision paralysis – and how we’re breaking down those barriers in our therapy practice and private therapy practice.  

As an LMFT, Lacy empowers anxious millennials to transform imposter syndrome, perfectionism, and people-pleasing so they can feel confident in who they authentically are. Sounds a lot like what we have to do as entrepreneurs, right?

Bottomline… Being a therapist is a calling. That’s why we’re willing to show up, put ourselves out there, and break down our barriers to success and fulfillment. Trust me, that will become your most powerful asset in leveling up your private practice. Tune in to get the push you need to start overcoming your limiting beliefs and make your private practice dreams come TRUE!

Lacy Warne is a licensed marriage and family therapist living in the Santa Cruz mountains with her husband, two kids, two dogs, two chickens and a big fluffy cat.  Lacy empowers anxious millennials to transform imposter syndrome, perfectionism, and people-pleasing so they can feel confident in who they authentically are.  Outside of session, Lacy can be found savoring nature or thrifting with an iced coffee in hand. 

Website: www.lacywarne.com
Instagram: @heylacywarne

From Blazers to Trailblazing: Building a Bold, Authentic Private Practice

Starting a private practice as a therapist used to come with a rigid rulebook: dress formally, stay behind your desk, never self-disclose, and don’t even think about marketing yourself online. But as the world shifts and therapy evolves, so too must the way we build and grow our practices. In this new era of therapreneurship, it’s not just about finding an office and seeing clients; it’s about showing up authentically, connecting with a broader audience, and creating a practice that aligns with who you are.

In a recent episode of The Private Practice Pro Podcast, Kelley Stevens sat down with therapist Lacey Warren, who shared her inspiring transformation from playing it safe in a blazer-clad traditional model to stepping boldly into the online space, reaching high-functioning clients with anxiety, and dreaming up new ways to grow her private therapy practice. Whether you're launching a solo therapy practice, scaling a group therapy practice, or brainstorming therapist-approved marketing strategies, their conversation offers a roadmap for navigating success in today's mental health field.

Starting a Private Practice: From Traditional to Trailblazing

Lacey started her journey like many therapists, seeing clients in-office a few days a week, operating under traditional perceptions of what it means to be a “professional.” For years, she avoided any form of marketing for therapists, keeping her online presence to a minimum. But over time, especially during the pandemic, she realized she wanted more: more connection, more creativity, and more freedom.

“I literally used to wear blazers to work because I thought that’s what made me look professional,” Lacey shared. “But I’ve since deconstructed those beliefs and started showing up on social media as my full, authentic self.”

Her story highlights a powerful shift: modern private practice is no longer confined to four office walls. It's increasingly digital, creative, and aligned with the therapist’s personality. Starting a private therapy practice today means embracing online marketing, cultivating passive income, and creating tools for therapists like courses, downloads, and digital offerings that go beyond the therapy room.

Authentic Marketing for Therapists: Show Up as You

One of the most common questions for therapists starting out is: How do I market myself without feeling sleazy or inauthentic?

For Lacey, the answer was clear: by being herself.

Instead of joining in-person networking events that made her cringe, she began posting on Instagram and TikTok, not with a formal strategy or complicated plan, but just to start. “I don’t have a posting schedule or calendar,” she says. “I just show up in a way that feels comfortable for me.”

Her advice to other therapists? Don’t overthink it. Show up online like you would for your clients: with warmth, presence, and authenticity. Use your social media presence not just for marketing therapy private practice services, but also for connecting with a wider audience, especially the kind of clients you want to serve.

Whether you’re building a cash-pay therapy practice, an out-of-network therapy practice, or growing your group therapy practice, marketing as a therapist today means embracing platforms where your ideal clients are already hanging out, often online.

Growing Beyond One-to-One Work

Many therapists eventually reach a point where one-to-one client work, while meaningful, doesn’t feel like enough. Maybe you want to reach more people. Maybe you're interested in building a sliding scale therapy program or want to expand into online courses or speaking. Maybe you’re simply feeling the pull toward new creative outlets.

For Lacey, that “pull” led her to consider monetizing her platform through a course or digital product. “The idea of passive income feels exciting,” she explains. “It’s a way to connect more deeply, share my voice, and teach on topics like imposter syndrome, which I’ve personally overcome.”

If you’re a therapist wondering how to grow your therapy practice without adding more one-to-one sessions, consider:

• Creating a digital course (e.g., managing anxiety, building confidence, parenting support)

• Offering a downloadable guide or eBook

• Hosting a masterclass or webinar

• Launching a podcast (a powerful tool for marketing and building a community)

With the right tools for therapists, such as platforms like Simple Practice, ConvertKit, or ThriveCart, setting up digital products has never been more accessible.

Tackling Imposter Syndrome & Finding Your Voice

One of the most powerful themes in the conversation was overcoming internal barriers like impostor syndrome, perfectionism, and the fear of being seen.

“I used to be terrified of people seeing me in cut-off shorts on the weekend,” Lacey laughs. “Now, I’m showing up in reels, making jokes about therapy culture, and realizing that being authentic doesn’t make me less professional.”

For many therapists, especially those new to private practice, the biggest obstacle isn’t creating a website or setting your therapy fees; it’s believing that you’re allowed to take up space. As Lacey puts it: “My biggest challenge in private practice? Me.”

To build a thriving private pay therapy practice, you need to let go of outdated beliefs that professionalism means being invisible. You can be both ethical and expressive. In fact, clients often resonate more deeply when they see the real, human side of their therapist, especially online.

Tools for Therapists Ready to Scale

If you’re looking to level up your practice, here are some therapist-approved tools and strategies mentioned in the episode:

• ConvertKit: For building an email list and creating automated campaigns that feel like love letters to your ideal client.

• ThriveCart: A simple, effective way to sell digital courses, eBooks, and webinars.

• Upwork: A freelancer marketplace where you can find help with tech, copywriting, course setup, and more.

• SimplePractice: For managing scheduling, billing, SOAP notes, and everything else needed to run a modern, HIPAA-compliant therapy office.

By using these private practice tools for therapists, you can automate the parts of your business that drain you, freeing up energy for client work, creativity, or even a well-deserved holiday in private practice.

A Roadmap for the Modern Therapist

The truth is, there's no one-size-fits-all guide for therapists. Whether you're starting a solo therapy practice, switching to out-of-network therapy, or dreaming up a coaching branch of your brand, the journey will be yours to define.

What matters most is aligning your private practice with your values, your strengths, and the life you want to live. As Kelley puts it: “It’s okay to invest in support. You don’t have to do everything on your own.”

So whether you’re just starting out, building a sliding scale practice, or finally embracing your inner “therapy influencer,” trust that the therapy field is big enough for your voice, your vision, and your roadmap.

Final Thoughts

Private practice is no longer just a clinical path; it’s a creative one. It’s about building a career that not only serves others but feeds your own soul.

Ready to grow your private practice? Start by showing up, not just for your clients, but for yourself. The world needs more therapists who are willing to take off the blazer and step boldly into their truth.