Faith in God
My faith is not a footnote in my story. It is the floor underneath it. Every stage I step on, every page I write, every hard season I name out loud starts here.
my full story
Faith carried me. Almost dying changed me. Caregiving cracked me open.
I am Toni Bubb. Founder, advisor, speaker, and professional lover of life. Everything I share on a stage, on a page, or on a call with you was forged in one season where my health, my dad's mind, and my faith were all on the table at the same time.
Emergency surgery
An emergency hysterectomy stopped my life in its tracks. What I rebuilt from there is the resilience I now talk about with women who are quietly falling apart behind the title.
Caring for my dad
I cared for my dad through dementia while running a business and trying to stay alive in my own body. That is where my work on caregiving and women's health at work was born.
how I got here
For a long stretch of my life, three things were happening at once. My body was failing in ways doctors could not quickly name. My dad was facing dementia in a way that was traumatic and all consuming. And the world still expected me to show up, smile, and perform.
My faith in God was the only thing I could not lose. It was the rope I held when nothing else made sense. It is the reason I am still here, and the reason I will not pretend any of it was small.
I sat in waiting rooms not knowing what came next. I cared for my dad on his hardest days while trying to manage my own. I learned, the slow way, that resilience is not a personality trait. It is a practice. It is a community. And for me, it is a God who never left the room.
That is the woman who shows up for you now. Honest, a little funny, deeply rooted, and not interested in the polished version of leadership that pretends none of us are bleeding underneath it.
Why wellness and lifestyle brands
When you have lived inside a body that betrayed you, wellness stops being a trend.
You watch a parent lose his mind. You watch your own body quit on you. And you stop seeing wellness as a category. You see it as the thing that decides whether people get to keep their lives, their dignity, and their joy.
That is why I work with wellness and lifestyle founders. The good ones are not selling products. They are giving people a real shot at feeling human again. I am here to help those brands sound as honest, brave, and alive as the women they serve.
If you are a founder or leader in this space, my passion is simple. I want your brand to mean something to the woman reading your label at 2am, the caregiver hunting for one moment of relief, and the person rebuilding a life she did not plan for.
kind words
This is what happens when a woman finally gets seen.
Toni came into my life at the right time! She is the person I can bring my thoughts and ideas to that need refinement and she holds me to the highest standards. Somehow just knowing I am going to be seen by her means I am going to get clarity. She challenges me to think bigger. She is a vessel that allows her God given gifts and talents to flow through her, all she needs to do is show up fully as herself and my life is changed!
Jaime Lynn White
Founder & Family Enterprise Advisor | Entrepreneurial Family Enterprise | Family Mentor | Partnership Alignment | Intuitive Expansion Partner
June 24, 2026
I received transformational coaching from Toni, and I cannot express how amazing it is! I struggle with anxiety and limiting beliefs, and this coaching really did help to find the root of what is going on and work to clear it. I have been so impressed by how my mindset has shifted since this experience. She makes the sessions open and comforting, even while digging at your inner core! She really listens to your needs and comes up with great plans and actions to move you to the next level. Cannot say thank you enough!
Melissa Berry
Delivering holistic skin transformations in harmony with nature & with fierce compassion
January 3, 2020
When I met Toni she was a patient of mine. She knew my potential as a healer and holistic doctor but it did not mean my marketing, packaging and business strategy was on par with my skills as a healer. She helped me in ways I did not know I needed. She came up with a plan that was easy to execute and helped me every step of the way. Anyone who is fortunate enough to work with her will not regret it.
Dr. Tiffany Kristensen
Founder, Vibe Acupuncture Health and Wellness
questions, answered
A few things founders ask before we hop on a call.
What actually happens on the free discovery call?
We spend 20 minutes naming the decision that is eating your peace right now. I will ask a few sharp questions, listen hard, and tell you honestly if Decide & Thrive is the right fit. No pitch, no pressure, no weird sales gymnastics.
Is this only for health and wellness founders?
My sweet spot is women founders in wellness, lifestyle, and service businesses, because I have lived inside that world. But if you are a woman running a purpose-driven company and you are stuck on a big decision, come sit down. We will figure it out together.
What if I am not sure I can afford coaching yet?
Start with the free call. If we are a fit, we will talk about options. If not, you will still leave with more clarity than you walked in with. Either way, you win.
How is this different from therapy or a business mastermind?
I am not a therapist, and I am not a room full of strangers giving you homework. I am a seasoned advisor and coach who helps you make the decision that changes everything. Think of it as your best friend in business, with 15+ years of marketing, recruiting, brand, and executive coaching behind the advice.
Can I just take the quiz instead?
Absolutely. The Founder Clarity Quiz takes about two minutes and gives you a snapshot of where you are stuck. If it hits close to home, the next step is booking that free call.
so, your turn
If you are tossing and turning over a decision, you do not have to sit in it alone.
Shine, Toni
P.S. Always making it fun, I promise. 🙏