Nicola Shubrook is a Registered Nutritionist with the British Association for Nutrition and Lifestyle Medicine (BANT), and a Certified Functional Medicine Practitioner at the Institute for Functional Medicine (IFMCP). Nicola has also completed training as a Master Practitioner in Eating Disorders with the National Centre for Eating Disorders, and several courses in Neurodiversity, and is a member of BANT’s Professional Practice Panel which helps to support other nutritionists in their professional practice and ensure they practice safely and ethically.
With over 15 years’ experience, Nicola runs her own online clinic, Urban Wellness, specialising in mental health and eating disorders, as well as writing health features and articles on the health benefits of specific foods, or the role that diet can play in our health towards certain conditions including anxiety, depression, stress, and digestive health. Nicola also works with chefs and book publishers to create nutritional health content and runs corporate mental health programmes.
Can you tell us about your early passion for magazines and how it influenced your career path in graphic design and advertising?
I trained as a graphic designer and was always a fan of magazines as a child, so landing a job in the advertising department of a big magazine company was a dream. I then went on to work for some of the biggest women’s brands including Marie Claire, ELLE and Red, and then BBC Good Food. However, in my late 20s I started to experience panic attacks and was diagnosed with mild PTSD. My doctor handed me a prescription for an antidepressant, but I knew there had to be another way, and so I didn’t take the meds but started my own journey of healing which led me to nutrition. Fast forward 15 years, and I now run an online nutrition and functional medicine clinic specialising in mental health as I want to show others that they can change their mind.
Having worked with both brilliant and challenging business leaders, what qualities do you believe are essential for effective leadership?
Having worked with some brilliant, and some awful, business leaders during my career I would say that qualities that are important are to understand the individual and what their personal goals and motivations are. Then listening to your team but also being direct and truthful, as there is often too much ambiguity or cloak-and-dagger about business decisions which can create a lot of anxiety or loss of confidence within the team. For me, I am always open and honest with my team, even in the difficult conversations, but I also spend time understanding their why and how that can collectively help us get to the business goals.
You mentioned experiencing panic attacks and being diagnosed with mild PTSD in your late 20s. How did this experience lead you to explore nutrition and eventually establish your own clinic?
Back in my early nutrition career, I started working with a food delivery company. I had equity in the business rather than a fee or salary. I was excited to be part of something bigger and what I overlooked was the value I was giving them and the amount of time (and therefore money) I invested into that business. The company put the business into liquidation after a year, I was unable to retrieve any revenues which ran into the thousands! They then set the company up as a new business and sold it. It was a lesson I never forgot in knowing my value and worth, and now I do not take on any projects without being paid. I have walked away from several big projects over the years, and proudly, enabling me to focus on those areas where I am paid for my expertise and knowledge.
How do you stay informed about industry trends and advancements in nutrition and functional medicine?
I read and listen to the news from various sources, as well as attend industry conferences and lectures which helps me stay in the know about trends. I ensure my training is up-to-date and stay on top of new research papers so that I am aware of the changes that are coming through. I also employ an SEO team to help me stay on top of the growing rise of nutrition and functional medicine.
Can you share more about your approach to building and leading high-performing teams? How do you ensure your team members are motivated and aligned with the business goals?
I make sure I spend time with them, and regularly, no matter how busy I am, and ensure that their 1:1’s or team meetings are not moved. They want to feel seen and respected, for what may not be urgent or important to me, may be for them. Understanding their personal goals and motivations as well and ensuring these are met within the business strategy is key too. We all have individual reasons why we do what we do and making them feel valued as part of that team is important.
How do you balance short-term financial goals with long-term strategic planning for the growth and sustainability of your business?
This is a constant work in progress within my business, as there are seasonal trends where we can be busier or quieter. However, this year I started using the Full Focus Planner which I love! It is a 12-week planning tool, which also allows you to set annual goals as well. I then get together with a fellow nutritionist every 12 weeks, and we sit down and plan what we are doing, and then act as each other’s accountability partner each week. This has been a real game-changer and I have been able to get a lot more done!
When the country went into lockdown, you had to pivot your business model to operate online. What were some challenges you faced, and how did this change ultimately benefit your business?
When the country went into lockdown I had no option but to move the business online, which at first terrified me. I had no idea what impact this would have on clients or revenue! Within a month of lockdown, I then had to move abroad to support family too but having an online business suddenly opened the flexibility for me to move abroad, and I ended up being busier than ever before. Being online meant I could see clients no matter where they, or I, lived, which allowed me to scale the business, and expand the team. What I learnt was that whilst change can feel frightening and unknown, it can also come with bigger rewards!
What role does technology play in your practice, and how do you and your team evaluate the benefits of new innovations such as telehealth systems and wearable tech?
Innovation in my industry comes from the use of technology within the business, such as telehealth systems and the use of AI, which we are embracing. There is also wearable tech that can be beneficial for some clients. I encourage the team to try it for themselves when these innovations are made available as it is the best way for us to understand them and know if they are of benefit or not.
As a member of the Professional Practice Panel for BANT, how do you handle ethical issues within your team, and what steps do you take to ensure adherence to a strong code of ethics?
We have a strong code of ethics as nutritional therapists, and I am also on the Professional Practice Panel for our governing body, BANT (British Association of Nutrition & Lifestyle Medicine) which means I am involved in some of the policy making decisions, and also ensuring that all registered nutritionist abide to our strong code of ethics. If ethical issues arise within the team, I will always have a conversation to understand the wider picture and discuss with them how this is to be addressed or resolved in an appropriate manner.
With your ambitions of growing a multiple six-figure business and expanding into medical tourism, what are some strategic steps you are taking to reach these milestones?
I’m excited about the future! My main focus over the next 12 months is to grow the business into a leading nutrition and functional medicine practice that specialises in mental health and turn it into a multiple six-figure business. I have just recruited a new team to help me drive this forward, and we are looking at opening a European-based office to take advantage of the growth in medical tourism too. Within two years I plan to open an in-person multi-disciplinary clinic as well. Strategically, I am looking to bring in a marketing team to help me drive the business forward, and to help me elevate my profile in the public speaking space.
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