AS SEEN ON
A 9-month business mentorship where Kelsey is welcoming 15 select people into a small group for private coaching.
Already know you want a spot?
Kelsey, I bow to you and your coaching to our B-Schoolers. You're a GENIUS angel.
marie forleo
Pretty Please,
READ THIS WHOLE PAGE
BEFORE APPLYING
If you're on this page right now, it means you're interested in working with me as a private client & taking one of our Varna Club Mastermind spots for 2025. Below I’ll highlight who this is for, who this is not for, what's included, what to expect, and your investment :).
Only 15 spots available.
I almost called this group Kelsey’s Backyard Club
(my business coach would’ve killed me for the name, but honestly? I had a dream where there was bout 12-ish of us sitting around a campfire talking about 7-figure businesses and loving up on each other's families… so alas here we are :)).
This isn’t just another mastermind.
It’s a come-into-my-home-and-poke-around kind of space.
Because what most people really want from me isn’t another framework or template. They want a real look at how I run my business.
Like—
01
What does my actual calendar look like (how am I working 10 hours a week and still hitting 7-figures)?
02
Am I running FB ads? How much do I spend? Do they even work?
03
What funnel brings in the majority of my leads—and how simple is it really?
04
Who’s on my team? What do they do? How did I find them?
05
What’s my assistant’s exact job description (and how do you find someone like that)?
06
What content is driving sales—and what’s just noise?
When I first started working with Marie Forleo… or when I was coaching Cathy Heller…
the magic wasn’t just in the tactics.
It was in the time we spent on Cathy’s cozy white couch.
The conversations with Marie over red wine after watching a documentary.
Seeing how someone’s life and business actually work—from their hiring decisions to their profit margins to how they keep their sanity.
And now? People hire me to do that for them. They want me to come into their business, peek behind the curtains, and show them how to build something highly profitable and way more enjoyable.
Julia Martin
Coach & CEO of Dream Builders
"I went from corporate at Twitter… to running a 7-figure businesses and taking mat leave with passive income flowing in.”
I scaled my coaching business to multiple six figures, built a waitlist of dream clients, and doubled down on an education business with my partner that now generates over 7 figures annually.
What made it work? Kelsey’s perfect blend of intuitive strategy and practical systems. (I didn’t even know what a funnel was before joining!) She helped me build something real, scalable, and soul-aligned.
Today, I’m on mat leave with my fourth baby, with more passive income than I ever imagined—and the freedom to be fully present with my family. Kelsey opened that door. She helped me see that this magical, abundant life was not only possible... it was mine to build.
And I’m going to tell you the truth:
The recipe isn’t some big secret.
IT'S lean OFFERS, simple FUNNELS,
GREAT CONTENT, A FEW incredible CONTRACTORS,
AND ENOUGH clarity TO KNOW WHAT TO IGNORE
The recipe isn’t some big secret.
IT'S lean OFFERS, simple FUNNELS,
GREAT CONTENT, A FEW incredible CONTRACTORS, AND ENOUGH clarity TO KNOW WHAT TO IGNORE
But let’s be real—
This is incredibly hard to execute on when most of the entrepreneurs you’re following are doing all the things just to stay afloat. (And I know, because I’ve seen the inside of their businesses.)
Big teams.
Low profit margins.
Jumping from tactic to tactic, trying to keep up.
Which makes you wonder: “Should I be doing more too?” And suddenly you’re buried in a low-converting, bloated business you don’t even like. We’re going to fix that.
“Within 6 months of joining Kelsey’s Mastermind, I earned back my investment — four times over.”
Kelsey’s grounded empathy and structured guidance helped me replace a slow, DIY coaching patchwork with a polished, high-impact business. I shifted from barely scraping by to working confidently with top-tier clients while still snuggling my kids daily. If you’re on the fence—get off it. This program changes everything.
sarah wALTON
Coach & CEO of The Abundance Academy
We’re going to build something that feels good. That works. That makes money without chaos.
We’re going to build something that feels good.
That works. That makes money without chaos.
We’ll get crystal clear on what you actually want—
and create a model that supports it.
And yes, it’s inevitable that we’ll do some copy and sales writing along the way.
Because I want your content to work while you’re off living.
Maybe that looks like journal-esk emails. Or sales pages that you’re in love with. Or a book that you’ve been dying to birth.
We’ll make sure your content does its job: touches hearts and brings in sales.
The Varna Club with kelsey murphy
The Varna Club with kelsey murphy
You could call this a business mentorship. Or a sales messaging lab. Or a minimalist mastermind with a big-hearted crew.
To be honest - I don’t have a fancy name for this.
It’s called The Varna Club because I started my business, on a whim, with ZERO experience by opening up my laptop in a little Cafe in the beach town of Varna, Bulgaria (of all places).
It’s a special name & I promise there are A LOT more Bulgaria stories to share over a beverage. But I remember being there, writing out my 3-Year Manifesto, dreaming up days like this… where I was hoping to make high 6-figures working part time with a baby or two.
The Varna Club with kelsey murphy
The Varna Club with kelsey murphy
HA. The universe said, we have way more in store for you than that…
Here we are now, 7-figures deep, 10-hour work weeks, 3 kiddos, a crazy-ass pup running circles around me & a heart so full I can hardly contain it.
More babies, more money, and a fuller heart than I ever could’ve planned for. And I want that for you… only if this is calling to you.
So really, I guess this is more like a vulnerable, smart, and wildly supportive experience with people who are open, transparent, and ready to scale—without selling their soul.
We may be meeting on Zoom from opposite corners of the world, whispering into mics from tiny coffee shops... But that doesn’t mean we can’t make 7-figures and change lives while we’re at it.
“I have 5x’ed my revenue & now have a podcast ranked in the top 5% globally, Kelsey was the permission slip I didn’t know I needed.”
Kelsey didn’t just help me make money—she helped me believe it’s possible to build a business that honors both my ambition and my family. I rebranded my podcast, and now it’s ranked in the top 5% globally. I launched two signature offers (one 5x’ed in revenue between cohorts), landed over a dozen podcast interviews, and became a contributor for Babylist.
Chelsea Barbine
Coach & CEO of Core Care Cultivate
“My income grew 75% and
I launched programs I didn’t
even know I had in me.”
Kelsey helped me bundle my courses (increasing every transaction), write compelling copy, and build a mentorship program that now sells out every time. Over two years, my revenue grew up to 75% annually—and I made back my investment fast. If you want someone who makes your next level feel inevitable, work with Kelsey.
Dr. Meredyth Jones
Veterinarian, Speaker, & Mentor
WHAT TO EXPECT FROM
OUR TIME TOGETHER:
01
A laser-focused
business plan
That'll show you what strategies you need to implement to hit your next big goal (we start with 3-years & then deep dive into the first 90-days)
02
30-day
action plans
that show you how to bring your goals to fruition (utilizing better copy, messaging, minimalist strategies, identifying your "uniqueness", creating benchmark numbers & projections)
03
Knowing exactly how
to communicate
what you do & sell to anyone (whether that's Uncle Lou or the latest podcast you're going to pitch)
04
Increase your
income
(the goal of my coaching is to help you build a financially lucrative business that supports the lifestyle you love)
05
Client
funnels
(I want you to know when & where your clients are going to come from so you can predict your 12-month plan with confidence)
06
Resources
that sell
Launch plans, podcast ideas, emails that sell, job descriptions, mindset boosts, KPIs, and so. much. more (plus you can text me anytime — I probably already have it).
IF ACCEPTED, YOU'LL GET:
01
1:1 Private Coaching
Calls with Kelsey
You + Me, privately hashing out the details of your business structure & strategy. This is the most valuable asset I have & I make sure that we have time set aside to dig into the most important aspects of your business. We kick it off with a 1:1 75-minute deep dive into your business & then have 2 :30-min follow ups.
(value $18,000)
01
02
1:1 Private Life Coaching Calls with Sandy
The key to building a business with less hustle & more joy is understanding your triggers, fears & zone of genius. We're setting you up with a 1:1 life coach that does just that. Note: This may not always be available, but it is currently included as of today
(value $16,000)
03
Daily Personal
Voxer Access
Every day I chat with my team (and my own personal coach) through voice messages. "What should my headlines be? Is this pricing right? Why am I so insecure about this?" Daily access & advice... I'm hesitant to put a value on this because dear Lord... this is invaluable.
(value $9,000)
03
04
2 Deep Group
Calls a Month
These are deep dive calls where you'll get to listen to your fellow coaches get walked through their strategy, pricing, call structure, client funnels... and you'll get to jump in and be coached as well. You'll have the opportunity to listen, dive deeper, move through some of your trickiest hurdles met on a daily basis.
(value $9,000)
05
Monthly Material Audits
& Feedback
This is to review your site, packages, pricing, emails etc... you name it. I’ll review all of your work, leaving you detailed videos & feedback on everything I would suggest. Not going to lie, my own coach did this for me & it 10x my ability to move forward with that kind of high-touch feedback.
(value $7,000)
05
06
Monthly Trainings
- The Minimalist 7-Figure Business Plan
(+ your 2025 Business Plan)
- Your Finances (CFO Plan & hitting big goals)
- Your Top 20 Inner Circle
(network & biz friends)
- Your Content (4 keys to creating a body of creative work, that sells)
- Your Key 1-3 Organic Marketing Funnels
(& how to ditch the rest)
- Your Signature Business Products
- Your Brain Training Protocol
- Your Team (hiring & firing w/ love)
(value $10,000)
07
Invitation To Guest Expert Fireside Chats
I'm so blessed with a group of friends in this circle of crazy entrepreneurs & they are always down to come in and share their wisdom. So each month we will have a small fireside chat with some of the most amazing minds in business.
(value $5,000)
07
08
Tech Coach Access
Here's the thing about tech... even though you can do it, should you be doing it? No! I want you to focus on your coaching business, not your domains. That's why we've got a dedicated tech coach at your disposal every single month. P.S. She's my business's main tech gal too, and I love her.
(value $6,000)
09
Access to All My Course Content Including The Coaches Mastermind
I usually launch 2-4 different times throughout the year, and each time you will not only get a behind-the-scenes look, but you'll also get invited to all of those calls & coursework.
(value $10,000)
09
10
30-Day Focus Sprints
& Challenges
So I mentioned I’m not your typical hustle-your-face-off coach (which I’m not). HOWEVER, I do have a quiet competitive spirit & I’m hoping we can use that to our advantage with some fun challenges & focus sprints during our 9-months together… think cash injections, micro offers, and content batching.
(value $10,000)
11
The possibility
to be featured!
I LOVE supporting my people, so if expertise & timing align, we are always looking to get you in front of more eyeballs either on our top ranked podcast, or as a guest expert in one of our groups.
11
plus...
A Beautiful Business Retreat (at my home)
I’m inviting this group to my home, so we can business retreat & mastermind over a firepit while we dig deep into your business & personal goals. This is something I never do & it’s been on my heart to open my home to a select few, so I’m realllllly looking forward to this.
(value $10,000)
plus...
A Beautiful Business Retreat (at my home)
I’m inviting this group to my home, so we can business retreat & mastermind over a firepit while we dig deep into your business & personal goals. This is something I never do & it’s been on my heart to open my home to a select few, so I’m realllllly looking forward to this.
(value $10,000)
“I’ve had more inquiries in the last 30 days than ever before — plus two speaking invitations!”
Before working with Kelsey, I was a generalist life coach with no clear direction. Her spreadsheet-driven approach helped me master experimentation and data-driven messaging, which immediately transformed my business. This is the playbook you need to grow.
bree LUCK
Founder, Podcast Host & CEO of Awkward Sage Network
The Investment:
$1,700 per month
for 9-months
Note: If you've been a client of Kelsey's in the past there is a significant discount (please let us know this in your application & we will send you that info).
Kelsey will personally review your application & if you're a fit, she'll reach out to talk live.
“In just 2 weeks with Kelsey, I’ve gotten more results than I did in 6 months (and $18K) with another ‘expert.’”
Earlier this year, I made an $18,000 mistake—hiring someone who promised to help me grow my business and instead handed me an AI-generated LinkedIn banner. That was it. Nothing strategic, no results, just a (very expensive) lesson in who not to hire.
Then I joined Kelsey’s mastermind. And within two weeks, I had more traction, clarity, and progress than I did in six months with that other coach. Her program is smart, structured, and wildly effective. It’s easy to follow, actually delivers results, and is grounded in real expertise.
If you’re wondering whether she’s the real deal—she is. Kelsey is a tremendous coach with a killer program.
Jen OliveR
Founder & TedX Speaking Coach
So here are the details…
So here are the details…
THE VARNA CLUB IS PERFECT FOR YOU IF:
You're looking for a 1:1 business strategist specializing in minimalist high 6-7 figure business models & online marketing (specifically copy, messaging, creating offers that sell). You're looking for someone to help you map out & create strategic plans to hit some bigger financial goals this year.
You know that all results come from a combination of your belief system & business actions, and you understand the importance of investing into business & mindset coaching to get you to where you most want to go.
Maybe you need someone to talk to daily & give you clarity on your next move (or your next product, or your next hire, or your next personal shift in schedule & priorities).
Or you're DONE with old habits and patterns and you know that a coach & small group of like-minded entrepreneurs are the exact thing you need to commit to this year.
Or you're trying to pinpoint exactly why this one particular area of business hasn't worked for you, no matter what strategies you've tried to implement.
Or you've hit a financial stall-spot & this is the make-or-break year where you need to jump to the next level financially (in a way that feels lighter, with less hustle).
Or you simply feel - in your gut - that 2025-26 is your uplevel year & you're ready to make. it. happen (I'm ready for ya).
“In 6 weeks, I got further than I would’ve in 6 years on my own.”
I came in looking for clarity—and walked out with that and so much more. Within the first few weeks, my confidence skyrocketed, my business got clearer than ever, and I finally felt like I was on the right path. Kelsey’s support, guidance, and sheer genius moved me forward at lightning speed. This program is easily one of the best decisions I’ve made for my business—and my life.
Finella Binnion
Child Psychologist & Parenting Expert
“I made $18,600 in my new business—& left corporate for good.”
With Kelsey's support, I launched my very first offer, clarified my niche, and found the courage to finally go full-time in my coaching business. Seven paying clients, a fully built 12-week program, and nearly $20K later—I’m living a completely different life. And I credit Kelsey with giving me the tools (and belief) to build it.
Michele Maguire
Psychic Medium & Relationship Coach
THIS VARNA CLUB IS NOT THE RIGHT FIT FOR YOU IF:
You're someone who does not want to look at their numbers or financials (I am not the coach to just make strategies & pray they work... I'm going to want to do some sales & conversion projections together. I am a wide open book on what worked for me & part of that has to do with building a business based on numbers, but don't worry, I will teach you how to do that).
You're not willing to work on mindset & you feel that talking about the emotional aspect of business building is weird (I literally hire you a private life coach to work with alongside me, so I'd want to make sure you were game to do that work as well).
You're looking for a consultant to just do the work for you (it takes 2 to tango... and while I can show you every single strategy I've used and continue to use, you want to make sure you're ready to show up & do your part of the work as well).
You're not ready for a big uplevel (which is 100% okay) - but working with me will be a lot of love, connection, and honest pushing. Your comfort zone will be tested. It'll be worth it, but you want to be ready for that.
A quick PSA about my coaching style...
I WILL PUSH YOUR BUSINESS
(let’s get ahead of this right now)
But never in a “hustle harder” kind of way. I’m type-B. Lazy by some standards.
Sleep-in kind of entrepreneur. So no 5am club here (unless it’s a pickleball invite).
But I will push you to:
Get clear on where your time and energy are actually going.
Know your numbers (conversions, traffic, revenue, etc.) so you can finally feel empowered AF in your decisions.
Focus like hell on what’s working in your business—and ditch the rest.
Stretch out of your comfort zone when it comes to sales, visibility, and delegation.
I’m not going to ask you to look at numbers every day. But financial freedom & empowerment?
That stuff is the real-deal, and if I can offer you that gift, I sure as sh*t am going to do it.
CLIENTS WHO HAVE WORKED WITH ME IN THE PAST HAVE EXPERIENCED:
A level of support from an experienced business coach that they have never had before
Income growth for 6 & 7-figure entrepreneurs after just one new launch or product revision
Increased profit margins for high-7-figure businesses, based on simplifying their business structure
Income growth for online business owners looking to grow their list & followings, creating more passive income than ever before (with digital products)
New offers they're proud of (both word of mouth offers & fully digital product offers)
Business soul-sisters that they've collaborated with to grow business & done weekend retreats with for fun
A deeper sense of joy in their business (it feels lighter, easier, and more fun when you do it with a coach & group - honestly it makes all the difference & I don't say that lightly).
“Before Kelsey, I was winging it.
Now I’m booked out.”
Working with Kelsey gave me the clarity (and confidence) to finally define and sell my offers—without second-guessing myself. I launched my “Blood Sugar Audit” and brought in over a dozen long-term clients—all while working extremely part-time. I made back my investment within 3 months and am now earning more than I ever have. This changed everything.
Kara Rubino
Holistic Health Coach & Founder
“I raised my prices, clarified my messaging, and sold out my retreat.”
Before Kelsey’s program, I was undercharging and unsure how to structure my offer. After working together, I gained the clarity and confidence to sell out half my retreat rooms in the first week. And I’m about to pilot my group coaching program with way more intention than I could have on my own.
Karley Snell
Retreat Leader, Coach, & CEO of A Brilliant Life
A little real talk before we wrap...
If you’ve been circling the same thoughts—
What’s next? Should I pivot?
Am I even building the right thing anymore?
this is your moment to make a decision.
Not someday. Not when your calendar clears.
Now.
This group is small by design. I work closely with each person.
Which means spots fill quickly—and they won’t reopen until next year (if at all).
Also: my prices go up almost every round. I base it on my time, capacity, and what I know the work is worth. So yes, this is the lowest investment this offer will be available at.
If this has been pulling at you?
Trust that.
Apply now. Get in this round. Let’s build something that works—for your brain, your energy, and your bank account.
Because sitting in indecision is exhausting. Momentum feels better. And you’re so ready.
Let’s make it happen.
Kate Madigan
Coach, Consultant, & CEO of Madigan Consulting
I launched the coaching & consulting business I had been dreaming about for years AND my business is on track to earn six figures in its first year, while making a positive impact in the world.
Getting 1:1 coaching with Kelsey is like taking an elevator to the top floor (where your beautiful business lives), instead of continuing to trudge up the stairs for months or years. Kelsey was brilliant at asking the questions that got to the heart of what I was trying to figure out, and also giving specific feedback on my offers and website when I asked for it. She shared so much business advice and tools that I felt utterly prepared to start my own business. This program gave me the tools I needed to build my business, find my niche, and become a better coach.
Kate Madigan
Coach, Consultant, & CEO of Madigan Consulting
“Kelsey helped me double my rates —and believe in my work.”
After working with Kelsey, I launched a brand-new website, raised my rates, and started working with clients I once thought were “out of my league.” I’m about to submit my book proposal—and I’m psyched. Kelsey is the business bestie you didn’t know you needed: smart, bold, and full of heart.
Sandy Cohen
Award Winning Writer, Coach & Health Educator
I went from making nothing literally in a month to thousands after Kelsey pushed me to finally step into my role as the Human Design expert, which I was so afraid to do.
Finally taking that step changed everything for me. Her recognition in my strengths and coaching around finding my specialty/niche changed my entire path for the better! Also - Kelsey was a MASTER at copy. I felt so much more confident in what I was writing on my website or sales page when I had her to lean on for guidance. She not only helped me come up with copy, but also empowered me to find the right words on my own.
Adriana KEEFE
Human Design Expert & Speaker
“Kelsey turns your ideas into results—while making you a better coach in the process.”
Working with Kelsey feels like working with a trusted friend who truly gets you—and also happens to be a brilliant strategist. She doesn’t just teach you what worked for her. She helps you apply it in a way that actually moves your business forward. Kelsey has made me a better coach, a more confident entrepreneur, and someone who’s finally seeing traction from all the ideas I used to just sit on.
Anne Watson
Coach & Founder of Canvas Rebel
“She helped me launch my first summit—and now others want in.”
I’m an introvert who never thought she’d run a summit. But with Kelsey’s coaching, I hosted one I’m deeply proud of—and now others are asking me to co-create with them. I gained clarity, momentum, and the confidence to show up as me. If you’re looking for a coach who sees your potential and helps you rise, Kelsey is it.
Chantay Sanders
Coach & CEO of Creative Living Strategies
“I finally stopped searching for the ‘right’ coach—because I found her.”
Kelsey helped me niche, clarify my first offer, and move past years of overthinking. I’ve saved thousands by not jumping between programs—and I’m finally building something that feels aligned. She’s smart, intuitive, and will lovingly bulldoze your brain blocks with you. Honestly, she's the coach other coaches should be learning from.
Dona Monroe
Brand Strategy Expert & Coach
“Kelsey helped me turn a big, fuzzy dream into a real, focused business.”
I came in with a vague idea. Kelsey helped me carve it into two crystal-clear offers that feel deeply aligned. I’m now working with former child actors and adult daughters of public figures—people I’m truly meant to serve. Her feedback helped me launch with confidence, clarity, and zero fluff.
Jen Howell
Relationship Coach For Celebrities
& High Profile Families
“Kelsey is the trusted advisor every visionary needs.”
With Kelsey’s guidance, we launched our self-service platform—a game-changing move that’s expanded our reach and streamlined product education and lead generation. She’s not just a coach—she’s a strategist, sounding board, and hype woman all in one. Kelsey sharpens your thinking and helps you bring bold ideas to life with clarity and confidence.
Jacqueline Potter
Co-Founder of Collectively
& Sales Expert
“Kelsey doesn’t just help you get things done—she helps you build a business that feels good and lasts.”
There’s a reason people pay Kelsey. She helps you reframe your goals, then actually builds something around that new vision—something that aligns with who you are and where you're going. That’s one of the biggest things I’ve learned from her: it’s not about hustling to check boxes. It’s about creating systems and strategies that feel good and work long term. Kelsey helps you do both.
Laura Conley
Health Coach & CEO of YMM
“I booked my first paying client from one discovery call—thanks to Kelsey’s clarity and support.”
I came in with a vague idea. Kelsey helped me carve it into two crystal-clear offers that feel deeply aligned. I’m now working with former child actors and adult daughters of public figures—people I’m truly meant to serve. Her feedback helped me launch with confidence, clarity, and zero fluff.
ALBIONA Rakipi
parenting coach & CEO Parenting reframe
“I launched my first 1:1 coaching program within 3 months—and funded a celebration trip!”
Kelsey’s openness—complete with fail-and-win stories, spreadsheets, email templates—empowered me to create a business that matches my vision. Her direct, loving honesty was precisely what sparked my momentum and turned ideas into revenue.
Kate M.
“Kelsey lit the fire
under me—with loving,
direct accountability.”
Her monthly 1:1s and feedback removed overthinking and procrastination from my launch process. She pushed me to take action, and I hit goals faster than I thought possible. Working with Kelsey has been life-changing—both personally and professionally.
KELLY Boudreaux
wellness Coach & CEO of free to be
option 2:
1:1 Plan Intensive
(Private Session)
02
This is your private 90-minute business clarity session — designed to take you from “too many ideas” to “I know exactly what I’m doing next.” Includes a personalized Google Doc plan + one week of Voxer access for real-time refinements.
What you get:
90-minute 1:1 strategy call with Kelsey
A custom-written Google Doc plan sent within 48 hours (includes things like offer copy, positioning notes, launch schedule, and clarity prompts)
One week of private Voxer access for edits, questions, and momentum
One week follow-up video audit for content feedback on email drafts, sales page flow, or voice-note brainstorms
$1497
(inquire about new client discount)
Clients have used this to:
Turn one vague idea into a $5K offer and sell it within 10 days
Map out a 30-day soft launch plan that brought in 4 new clients — without a sales page
Go from “I think I want to coach?” to a fully booked roster in 6 weeks
Create a repeatable weekly system to market themselves in under 90 minutes a week
Build the bridge between their spiritual practice and a profitable, aligned business
best for:
Entrepreneurs who want a high-impact shortcut to clarity, strategy, and momentum — fast.
It’s like hiring a business co-founder for a day — minus the contracts.
You’re not behind.
You’re just one plan away.
Let’s create some structure that makes the dream sustainable.
