Passionate Ambivalence in Action: Ellen Kindelsperger on Building a Business Rooted in Care and Confidence

Hey Sue

In this episode, Sue sits down with Ellen Kindelsperger – sports chiropractor, strength coach, and founder of ChiroLab in Boulder – to talk about selling with a focus on customer satisfaction, loyalty, and scale. Ellen shares how she’s built a thriving practice without pushing packages or locking people into long-term commitments. Instead, she leads with generosity, grounded confidence, and what I call passionate ambivalence (from my new book Never Ask for the Sale). We talk about: -- Why creating genuine community feeds her business and her soul -- How letting go of bespoke training programs unlocked scale and more effective service at lower price points -- The difference between transactional selling and building lifelong loyalty -- Her challenge (and insight) in trying to expand her practice by hiring others Whether you’re a solopreneur, a coach, or someone rethinking how to grow with integrity, Ellen’s story will shift your perspective on business building. ✨ Listen now to hear a radically authentic approach to selling, service, and living your values. 💡 Learn more about Ellen at chirolab.com. If you loved this conversation, leave a review and preorder my new book Never Ask For The Sale at heysue.com/book.