Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Jonathan and Charlotte Stebbing-Mills, Founders of The Wellness Theory, located in Dubai, United Arab Emirates.

What's your business, and who are your customers?

Our business is called the Wellness Theory. We’re a stress relief and wellbeing platform for high-performers looking to eliminate unhealthy stress, be well and live authentic, meaningful lives.

We work with heart-centred leaders, aspiring changemakers, and legacy leavers who want to optimise their wellbeing, be stress-less, and thrive more. We are based in the UAE and serve our community online worldwide.

Tell us about yourself

We’ve been in the health and wellness industry for 35+ years combined, and we’re on a mission to help people realise that when they’re healthy and well they can be a force for good in the world.

We realised in all our time, whether it’s working with individuals or teams, that STRESS is the one thing that holds people back from being their best. Stress is a mix of mental, emotional, and physical factors that every human being has in common. It just manifests differently depending on the person.

Getting to the root cause of stress is very close to our hearts because of our own personal challenges from chronic pain, suicidal ideation, and emotional pains, which lead us to working with and then studying with the greatest leaders in the field.

Ensuring that others don’t have to suffer as we did is what motivates us to do what we do. Plus, since working with hundreds of people to eliminate unhealthy stress, we’ve seen the effect it has on them, their loved ones, and the greater good.

Our clients go on to achieve incredible things and use their energy that was once wasted on unhealthy stress, but instead channel it into causes they believe in—for example, setting up businesses and projects that are aligned with the 2030 Global goals.

What's your biggest accomplishment as a business owner?

Too many to choose from, but these are certainly the highlights:

  • Helping hundreds of people live healthier, more meaningful lives.
  • Partnering with some of the greatest leaders in wellness and personal development.
  • Hosting our annual fund and awareness raiser - Become Force for Good.
  • Building a high-performing team to expand and elevate our mission.

What's one of the hardest things that come with being a business owner?

Balancing the art of being patient and at the same time moving at speed.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Get a mentor and learn from those who’ve walked the path already.
  2. Build what your customers want and need – not what you think they’ll want and need. Listen, then create.
  3. Ensure your business is contributing to solving a big, meaningful problem in the world.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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