Soul’s ZeroFluff Philosophy

  1. You create your reality.

  2. What you focus on expands.

  3. Your mind is a weapon, or a wand.

  4. Turn your body into a brain.

  5. It’s never too late to remember who you are.

  6. The answers are in here, not out there.

  7. Suffering isn’t noble.

  8. No one makes you feel inferior without your consent

  9. Self love is not a fluffy thing.

  10. Burn bright, not out.

  11. Lead yourself, then others.

  12. Your one life is precious.

  13. You are your wildest dreams.

  14. You’re already free.

Meet the Soul Team

  • Co-founder

    Brent designed and built Soul.

Iona's story

Iona's story

Hi, I’m Iona.

I was a lost soul for a very long time.

Before I tell you my story, or why you should try Soul, I need you to know something. I don’t teach anything I don’t practice, or live out, in my own life.

That would not be cool.

I created Soul with all the heart and guts I’ve got because, trust me, life wasn’t feeling good around here for a long time.



I struggled with an eating disorder, perfectionism, depression, and crushing self-criticism for 20 years.

The cruel joke? My struggle was invisible. I was so strong and competent everyone thought I was fine. Not just fine, perfect. More on that in my best-selling book, Ghost.

I mean, come one! Why would an All-American athlete with a 4.0 GPA who got recruited by Google fresh out of college, could squat nearly 300#, had abs that popped, was in a long-term relationship with a cool guy, and slayed her career as a creative director have anything to cry about?

Well, I didn’t cry. I swallowed it all.

Being the one no one worries about is not a good thing.

I was so good at hiding in plain sight I fooled myself sometimes. But like all muscles, even the strongest wills break. And in my late 20s, I broke into what felt like a million pieces.

That’s the thing about emotions and life experiences we don’t deal with. At some point, they become symptomatic. And damn, was I in pain.

When I was was scrambling around in the dark looking for help I was met by a wall of labels, diagnoses, -isms, “just do it” culture, and pastel pink wellness.

Whatever kind of woman I was, I didn’t seem to fit anywhere.

But I was determined to get my life together. And after a lot of trial and error and unconventional methods, I emerged from the pits of hell really liking myself, understanding that the unconscious mind and emotional body are where it’s at for deep healing, transformation, and change, and clutching a diamond of a life I was thrilled to live.

Not bad for a former nihilist.

I also learned this -

Light shines on anyone brave enough to step outside the shadow of their own fear.

Because I didn’t stop there.

In the next few years, I quit my job, wrote a bestseller, and bootstrapped a company from zero to multiple 6 figures.

Soul is my latest brain child.

So, if you’ve landed here in search of purpose, creativity, high performance, and a way to grab your wildest dreams, welcome home.

Because, yes.

I created Soul to help you manage day-to-day stress.

And, yes.

I created Soul to help you heal.

But I also created Soul to help you burn through fear, step up and perform under the brightest lights, dive into deep loving relationships, be the parent you wish you’d had, win the championship game, write the book, excel at work, start the business, transform your industry, and build a bridge into the abyss trusting you’ll never fall because you’ve got you’ve got YOU.

And more important than all that “human doing?”

I want to help you be so chill with who the f-ck you are, and live out a full-colour life.

Beige is a good colour for a wall. Not your personality.

Soul isn’t fluffy silly stuff. Soul is a potent balance of practical and magical keys to unlock your inner world.

From shifting stress in 5 minutes flat, to deep, weird, and wild psychedelic journeys, we’ve got you covered.

Whether you’ve got 5 minutes or 50, you’ll learn how to turn your body into a brain with Soul.

I hope you stay a while.

Iona xo