Every empire starts as an ember.
A spark of vision.
A fire you can feel in your bones long before the world ever sees it.
But vision alone doesn’t create a business that lasts.
An ember left untended? It fades.
An ember pushed too hard, too fast? It flares, then collapses.
What holds is the fire that’s tended with care—through structure, strategy, and the reps that matter.
Reps in courage.
Reps in discernment.
Reps in showing up for your business even when it feels hard, unglamorous, or inconvenient.
Embers to Empire is where you stop playing small with sparks and start building a fire you can trust. One that fuels your mission, sustains your nervous system, and matches the truth of what you’re here to lead—for the long game.
The truth is, most business containers weren’t designed for sustainability.
Group programs throw you into the deep end with endless strategies but no support for the nervous system patterns that stop you from implementing them.
High-ticket masterminds can be valuable, but they often skip the foundational work, assume too much, and leave clients comparing themselves to entrepreneurs posting 100k months while they’re still trying to stabilize 5–7k.
Embers to Empire is where we build differently
With capacity. Nervous system and rep-building practices so your body can hold visibility, risk, rejection, expansion, and leadership.
With strategy. Practical trainings on the essential building blocks of business — messaging, marketing, structures, systems, hiring, scaling… we’ll cover it all with a robust content library, new live programs at least quarterly, and monthly focuses on building specific pieces of your business and expanding your CEO skills.
With depth. No one-size-fits-all answers. Real frameworks, honest conversations, and support that meets you and holds you right where you are.
With spaciousness and flexibility. You can commit to a full year and save $$$, or go month to month. You can add on discounted 1:1 support and retreats at a discount or keep it bare bones. It’s support that matches your needs and budget.
This container isn’t about instant gratification or chasing short-term wins. It’s about creating a business you don’t want to escape from. One that sustains you through pivots, life seasons, and long-term impact.
Embers, when tended with care, become the fire you can trust. And that fire? That’s where your empire begins.
Introducing…
EMBERS TO EMPIRE
For the visionary who feels the spark and desires to ignite her next evolution.
Whether you’re starting fresh, rebuilding after burnout, or simply know the way you’ve been doing business can’t continue—this is where the shift happens.
Imagine launching a new offer…
and no one signs up. You don’t spiral—you get strategic. You tweak the messaging, pivot the plan, and get back in the game—because your self-worth isn’t riding on the results.
Imagine posting something vulnerable online…
and not obsessively checking your phone every 5 minutes (seconds?) for the next 24 hours. You press send and get on with your day, without wondering if it was too much, if you’re about to be cancelled, or if you should go back and edit it with a softer tone— because you know you’re okay, no matter what the response is.
Imagine taking a week off…
not because you’re burnt out or avoiding what’s not working, but because you planned for it. No messages. No emails. No clients in panic. No creeping anxiety that it’ll all fall apart without you. Just you, coming back fully rested—because you trust your systems, your team, and most of all, yourself.
Imagine a new idea for a product dropping in…
and you don’t second guess whether it’s the right direction, or whether people will want to buy it, because you know how to determine and decide whether it’s the right direction for your company or whether it’s a distraction.
But how?
The answer lies in developing capacity and building slowly and steadily, which is exactly what we are focused on in Embers to Empire.
You scroll past entrepreneurs and personal brands who seem to have it all figured out—sales pouring in the moment they launch, freedom-filled calendars, the houses, the trips, the lifestyle.
The thought leaders you admire are creating content, holding clients, reinventing themselves, even getting called out online (your worst fear)… and showing up like it’s not a constant WTF rollercoaster.
Sure, some are faking it—but the ones you look up to? They’re actually doing it.
They’re achieving their dreams, staying aligned with their values, making big decisions with clarity, using their voice powerfully, and running businesses that keep working no matter what season of life they’re in.
…and you want THAT.
So, what’s really behind that kind of stability?
It’s not some magic strategy.
It’s not the perfect subject line.
It’s not posting at the exact right algorithm-approved time.
It’s actually simple—though not always easy:
They trust themselves.
They’ve stopped confusing mistakes with proof they’re broken.
They know how to identify what’s not working—and adjust instead of abandon.
I can tell you right now…no one is born with that kind of resilience.
It’s not luck, or genetics, or some “it” factor.
It’s a skillset. A muscle. One they’ve stretched, strengthened, and trained over time.
And So Can You.
What Clients Say…
Most entrepreneurs get shoved into one of two boxes:
The big group coaching program — lower cost, short term, easy to get lost.
The high-ticket mastermind — expensive, intimidating, and designed for people already running at a certain pace.
Neither of these models works if you’re still stabilizing your income, building capacity, and learning to hold visibility, leadership, and risk.
That’s where Embers to Empire comes in.
It isn’t group coaching.
It isn’t a traditional mastermind.
It is the Anti-Mastermind Mastermind: a long-term container that gives you structure, nervous system resilience, and strategic tools to build a business that truly lasts.
When we call Embers to Empire the Anti-Mastermind Mastermind, it isn’t about shaming high-end masterminds or dismissing group coaching programs. I lead both, and they both have value! Both can serve the right person at the right stage.
But up until now, the industry has felt very black-and-white.
Either you join a group program that gives you lots of strategies but little holding and sustainable actions on building long term.
Or you invest in a high-ticket mastermind that assumes you already have momentum and capacity to run at a fast pace.
What if there was another way?
That’s what Embers to Empire is an innovative approach that redefines what a mastermind can look like. A space that blends the community, depth, in-person opportunities, and long-term commitment of a mastermind with the grounded frameworks, practical strategy, and focused execution found in short term group offerings, all with the nervous system support, accountability, and holding usually only found in high-end 1:1.
It’s not about following “the right way.” It’s about co-creating a new way — one where structure and sustainability meet capacity and care. A space where your vision is tended until it becomes fire you can trust, and an empire you can lead.
This space will help you build capacity, self-trust, and resilience—the muscles that allow you to tune inward and make decisions aligned with your desires, your vision, and the work you’re here to put into the world.
From that foundation, you’ll cultivate the internal security to take bold risks—to test new ideas, explore fresh approaches, and execute with both focus and devotion. You’ll move forward with clarity and conviction, creating a business that not only sustains you but expands with the future and impact you feel called to build.
This space will hold you through the process of building business structures that actually work for you—while helping you distinguish what’s essential now versus what can wait.
No more getting lost. You’ll be supported in the core areas that matter: back-end systems, marketing and audience growth, team management, hiring and firing, bookkeeping, and more.
It will shape you into the kind of entrepreneur who can hold the weight of what you’re building. Because those business owners you admire? They didn’t just dream big.
They stretched. They strengthened. They trained to carry it.
And now?
They show up like the leaders they used to look up to.
Resourceful. Self-trusting. Relentless in their vision.
It’s your turn.
You don’t need more pressure to push harder.
You need a space where someone shows you how to do the reps that make sense for you, right where you are.
Because leading a business does require reps.
Reps in courage.
Reps in discernment.
Reps in staying steady when things get scary, hard, or disappointing.
That’s what this space is for: building the muscle to hold what you’re creating.
But… Let’s be honest…
Most online business programs?
They’re like being thrown into a gym without a trainer.
You’re surrounded by machines you don’t know how to use, pretending you’ve got it handled.
You pull something in your back trying to look like you know what you're doing.
You compare yourself to the person next to you and wonder why this feels so damn hard.
You’re not getting stronger—you’re getting discouraged. Or hurt.
And that’s if you even make it through the door of the gym in the first place.
That’s what most business spaces felt like to me when I started, and I hear this again and again from clients.
But here’s the truth: you wouldn’t walk into the gym and expect to deadlift 100 pounds on day one.
So why expect yourself to carry the weight of visibility, risk, rejection, and leadership—the very muscles of entrepreneurship—without training for it?
What’s Included in the Container?
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Two live 90 minute minimum group coaching calls a month for high-touch coaching, clarity, and real-time support—focused on both strategy and emotional leadership. Bring what’s happening for you for individualized support, and learn from everyone else’s coaching each call.
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If I could body-double myself and maybe even make my coaching better… It would look like Laura Von Wahlde. As our dedicated support coach, she expands the support system you have with two more group coaching calls per month, in-between session support and powerful community building in our online space, and dedicated challenges and systems and strategy support each month.
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A 60 minute minimum call each month where you can submit posts, sales pages, videos, or other various content for real-time feedback, helping you with creative development, content conversion, system building, and visibility and voice – in a loving community that is cheering you on. These trainings are priceless - we all learn so much together, as a community!
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Each month, there will be a new challenge designed to help you grow courage and capacity and/or sustainability and structure. You’ll be challenged to show up differently in content, to create marketing pieces, to try audience growth strategies, and more. Each one will be customizable to your current goals, and are group action-oriented challenges to deepen your leadership, stretch your messaging, build muscle around consistency, and fill the gaps in your organization. PLUS… You can’t have challenges without giveaways, can you? Each month, there will be giveaways Content Alchemy style for 1:1 intensives + other special prizes to help motivate you.
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A library of focused, practical courses + at least one new live course per quarter. Each one is dedicated to help you find YOUR way, not copy my way, and actually move your business forward. Topics include:
Scheduling, Contracts & Client Policies
Freebies That Convert + Email List Growth
Hiring, Firing, and Managing Team
Visibility & Pitching (including podcast one-sheets)
Launch Cycles & Hype Events
Messaging + Content Pillars
Program Design and more
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Included access to Jen’s core business and leadership programs:
Expanded Capacity
Becoming Conflict Proof (audio course)
Facilitate the F*ck Out of It
Content Alchemy (audio course)
Be Your Boundaries
Steer Through the Storm
Bi-Annual and annual members automatically receive access to Content Alchemy live rounds while enrolled, which happen twice per year and include a VIP Day giveaway each round. Monthly members will receive access to one live round of Content Alchemy once they complete six months of payments.
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A private space that you can access at any time to get coached and receive feedback, clear, celebrate, and connect with other business owners who you respect, admire, and who get you. It’s thoughtful, non-performative, and high-integrity.
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Guest teachers join us throughout the year to offer tactical and mindset support, expanding your skill set and perspectives.
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Two in-person retreats that can be added on to your experience - Open to Embers to Empire members only!
These are going to be POWERFUL immersive experiences where you can dive deep into your own work and meet others you’re already familiar with from this container, and will include things like somatic and spiritual ceremonies, luxury photo shoots, fancy dinners out, thought leadership intensive work, and more.
(Additional Retreat Fee) -
You don’t need a 1:1 coach on top of this container, unless you want a specialist or just desire to work with someone else for another perspective – in which case feel free! But with access to discounted intensives that you can book with either Jen or Laura at any time, you’ll always have access to 1:1 support that includes a week of Voxer integration, at prices far below their public packages.
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Daily somatic, mindset, or co-working practices offered to the community, led by members. Contribute your wisdom, build your capacity to show up and be consistent, and stretch into leading optional community practices or peer-hosted sessions.
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From pop-up intensives to retreat discounts and early access to new offers—members always get the inside track.
This isn’t a mastermind where we hand you an 18-point sales script and tell you to close hard on pain points.
It’s not a high-ticket “get in the bath, hold the vision, and pleasure your way to six figures” magical-thinking-only kind of space, either.
It’s a gym for your entrepreneurial nervous system.
A training ground for your capacity.
A place to build the internal and structural strength required to hold the business you actually want to run.
Because we’re not here to perform success.
We’re here to build a strong body of work.
A strong body of leadership.
And a strong internal foundation that doesn’t collapse at the first “no” or a slow launch.
This is for you if you’re…
Tired of riding the entrepreneurial rollercoaster—one week on top of the world, the next drowning in self-doubt. Wondering if you’re cut out for this, throwing yourself all in, only to collapse or ghost your business the minute it gets hard (again).
Bragging about being in business for years and pretending you have it all together while quietly panicking that if anyone looked behind the scenes, they’d see the truth: you’re still struggling to get clients, keep clients, and feel truly solid in what you’ve built.
Craving a space that doesn’t just clap for you, but challenges you—while still honoring your inner wisdom and asking you to move from what’s true for you.
Ready to build the capacity to handle whatever entrepreneurship throws at you. To create a business that’s actually sustainable. To have a positive impact on the world and a richer, more grounded life for yourself—without slipping into the martyr role ever again.
Who this is not for…
Anyone chasing revenue goals for the sake of the big numbers, not caring about how they get there or the impact that getting there has on them or anyone they serve.
Anyone more committed to shortcuts and the hot new trend and another freebie offering the secret to six figures than they are to depth, alignment, authenticity, and sustainability.
Anyone waiting for someone else to hand them the answer—rather than being willing to invest in the tools and skillset required to trust themselves as a leader.
Anyone unwilling to be challenged in their mindset, habits, or emotional capacity.
Anyone who needs it to work immediately in order to be worth their investment, who is in a place of financial scarcity to the point where they can’t truly settle in and learn the long term skills and build the muscles needed to actually create the businesses they desire to have. Nobody should take your money – that’s just not how building a business works.
I’ve worked with hundreds of business owners in the online space and the thing that I’ve seen again and again, even with the ones hitting $100k… $200k… even $300k a year?
A lot of them don’t actually have sustainable businesses…
The minute they stop posting, they stop making sales.
When the industry or the algorithm changes, they don’t know how to pivot.
When the audience that’s always bought stops buying, they don’t know how to find new people.
They’re still afraid to take a weekend off.
Still bracing when they open their inbox.
Still scared to truly show up as themselves.
Because yes—marketing well, making money, and holding clients are all important skills.
But if you’re doing it from a place of betting that what’s worked before will always work — running on fight-or-flight and swinging between inflated and deflated ego states of entitlement and collapse…
It won’t hold.
It won’t last.
And it won’t ever feel safe.
It might look like they have businesses you want. You might have even hired some of them to coach you, to teach you, to show you the way… and then found out that their way wasn’t your way, after all.
Let’s create a new path, together.
EMBERS TO EMPIRE
is where you stop plotting an exit plan.
Where the backend of your business matches the brand you’re putting out into the world.
Where you don’t have to pretend you’ve got it all figured out.
It’s also where I tell you the truth about what it really took to grow past a million in revenue—and how scaling too fast, too far out of alignment nearly cost me everything.
This is where we build it differently.
With structure, strategy, and secure attachment to your business.
It’s where we challenge ourselves and lead with radical honesty.
Where we return to the excitement and power of our work.
Where we build resilient nervous systems and sustainable businesses that create real impact—together.
What Clients Have Said…
Shifts in Life and Leadership
“I have focused the majority of the last decade on my inner work and personal growth but Jen’s work has challenged me in all new ways that have been surprising and unexpected…I see and know the value of my skills, abilities & talent as a coach more than ever before.”
-Haley Reese-
Secure Attachment
“I had been struggling in overwhelm and stuckness for 2 to 3 years, particularly as it related to my coaching business… I now spend FAR less time there and spend far more time in a place of secure attachment.”
-Gretchen Shanks-
Better Clarity and Boundaries
“I have been able to gain better clarity around my business and establish more healthy boundaries around my work and in my home... I can say that looking back on my experience, it was an investment I made in myself and I have zero regrets and plenty of gratitude.”
-Rob Rubin-
Meet Your Coaches
Jen Underwood, Entrepreneurial Capacity & Leadership Coach
Jen Underwood isn’t here to hand you a script for leadership—she’s here to help you write your own.
A trauma-informed coach, entrepreneur, and truth-teller, Jen helps visionary leaders trade performative success for embodied integrity. An ex-therapist and high school teacher, Jen has been a successful entrepreneur since 2013, creating multiple 7 figure businesses both inside and outside the coaching industry. She’s is the one you call when the old rules don’t fit anymore—when you’re tired of carrying it all alone, and ready to build the kind of business (and life) that actually feels like yours.
She created Emotional Leadership, and now trains others in this work alongside her business in helping to expand entrepreneurial capacity and build powerful businesses that highlight each person’s unique story, skills, and genius. Whether you’re navigating rupture, reckoning with your own patterns, or stretching into a bigger vision, Jen holds a space where nothing is too much—and everything is workable. She won’t tell you to push harder. She’ll help you build the capacity to hold more—with clarity, sovereignty, and self-trust.
When she’s not coaching, Jen is at home in Denver, Colorado with her teenage daughter, their dog Leo, and two cats—probably laughing at something inappropriate over take-out in the kitchen or burning the rulebook on what leadership (and parenting!) is “supposed” to look like.
Laura Von Wahlde, Identity Transformation Coach & Business Support Systems Specialist
Laura Von Wahlde is your dedicated support coach inside Embers to Empire.
A burnout-slaying, bullshit-cutting coach with a background in psychology and a sharp eye for the stories that keep women small, Laura helps big-hearted humans recover from hustle culture, remember who they are, and actually build a life and business that feels like them—not a Pinterest board of what success is “supposed” to look like.
She’s trained in Emotional Leadership, trauma-informed coaching, and the fine art of not giving a damn about outdated expectations. Whether you’re melting down on a Zoom call or finally saying what you really want, Laura holds the kind of space that can handle your fire and your fear. She won’t hand you a 10-step plan. She’ll help you build capacity for the truth—and then make moves that honor it.
When she’s not coaching, Laura’s probably dancing in the kitchen, dismantling internalized capitalism, or reminding her clients (and herself too sometimes, let’s be real)... that rest is not a reward.
Most of us didn’t start our businesses because we were dying to be CEOs.
We wanted more freedom. To make a difference. To create something aligned.
But what almost no one talks about is this:
you’re not just building a business—you’re in relationship with it.
And like any relationship, it won’t thrive on neglect or performance.
It needs to be stoked.
It needs presence.
It needs to be understood, nurtured, and strengthened with intention—if it’s going to last.
That’s the work of Embers to Empire: teaching you how to build the kind of relationship with your business that can hold you through pivots, pauses, growth, and reinvention—so it doesn’t just burn bright for a season, but sustains you for years.
EMBERS TO EMPIRE
Every empire begins as a spark. This anti-mastermind mastermind is where that ember gets stoked—where you grow your business in community, with structure and support that let your fire burn steady.
It’s where you stop pouring fuel into a flame that keeps burning you out… and instead build something that reflects exactly who you are, and lasts.
Month to Month:
Join us with the flexibility to cancel anytime
$625/month
6-Month Commitment:
Save $625 when you pay upfront
$3,125 total
12-Month Commitment:
Save $2,000 when you pay in full
$5,500 total
Have questions before joining? Check out the FAQs below or email us at admin@jenunderwoodleadership.com and we’ll be happy to help.
This Incubator is for you if you’re not just here to “do business differently”—you’re ready to relate to your business differently.
Maybe you’ve been too overwhelmed to face the gaps, or afraid that slowing down will make it all fall apart.
Maybe you’ve invested thousands and the only strategy you really have is “post every day”.
This is the place to change all that.
Here, you’ll build a relationship with your business that feels like the most solid, supportive, ride-or-die partnership you’ve ever had.
Not a situationship. Not a burnout cycle.
A real relationship—with trust, ground in structure, built with staying power.
Frequently Asked Questions…
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The space beings in October 2025 and will be ongoing.
You can choose to enroll month to month, (cancel anytime), or join for six or 12 months for the best discount. -
Yes!
All Embers to Empire clients receive a full content library with extensive recorded programs, plus quarterly live new programs. After six months, you get access to the next round of Content Alchemy (you automatically get one or two CA rounds with the 6 and 12 month packages).
You’ll also receive access to additional masterclasses Jen does while you’re a client. -
Retreats are scheduled twice per year, about once every six months, and have two different themes. You are welcome to attend just one, or both. Details for retreats, including cost to attend, dates, and inclusions, are released as retreats are planned.
Retreats are not included in the price of the container. -
You’ll receive 2x month coaching calls and 1x content lab with Jen, and 2x month systems support and coaching calls with Laura.
Laura will be holding our Facebook space with ongoing coaching and support, monthly focus challenges, and daily capacity building activities. Jen will be there too, jumping in as she has capacity to support and cheer people on!
The space will be big enough to feel a sense of community, but not large enough where you feel like you’re not seen or don’t get to ask your questions live. If you ever need more focused 1:1 support, both Laura and Jen offer discounted 1:1 intensives with a 60 minute session + voxer integration.
If you desire a more intimate space, check out Jen’s mastermind, Embodied Legacy for advanced entrepreneurs who desire a small, intimate, focused container, or inquire about 1:1. -
Due to the nature of the program, monthly members will lose access to recordings and the content library when they end their subscription.
After one year of paid access, you retain access to the content library ongoingly, even if you decide to exit. -
Refunds are not offered.
If you’re unsure if it’s a fit send us an email. You are always welcome to join month to month to decide if the space is for you, and if you decide you’re here to stay, you can upgrade anytime to a six or twelve month commitment. -
Let’s talk. DM Jen on Facebook, Instagram, or send me an email.