Meet Amy C. Willis!
Founder of The HOL + WELL, an alcohol literacy and coaching business focused on helping women and LGBTQ+ people understand alcohol, change their drinking and build a life that feels better without it.
Welcome to our Canadian Business Owner Spotlight Series hosted by me… Kelsey Reidl (Business & Marketing Consultant).
In this series, I'll be catching up with the most talented, generous & inspiring entrepreneurs and small business owners in Canada & beyond.
Enjoy learning more about these wonderful humans, and give them a ‘follow’ or get in touch in order to collaborate with them + work with them.
-Kelsey
The TL;DR for Amy C. Willis of HOL + WELL
Amy C. Willis is an alcohol literacy educator, dual-certified health and life coach, researcher, speaker and founder of HOL + WELL, where she helps women and LGBTQ+ people understand alcohol, change their drinking and build lives that do not revolve around it.
Amy holds a health and research-based Master of Arts in Interdisciplinary Studies from York University. She is also a certified yoga and meditation teacher and a certified EFT practitioner, bringing a unique combination of interdisciplinary and somatics training to behaviour change that combines alcohol education, coaching, embodiment and practical tools for lasting change.
With more than a decade of sobriety herself, Amy brings both professional expertise and lived experience to her work. She has supported more than 175 clients through private coaching and community-based programs and is increasingly known for her work in alcohol literacy, particularly around the ways alcohol intersects with women's health, workplace culture and LGBTQ+ communities.
Amy is a research collaborator with St. Francis Xavier University's CIHR-funded Women & Alcohol Research Project, a GreenShield Health Practitioner, and a frequent speaker and media guest on alcohol and wellbeing. Her work has been featured on CHCH Morning Live, the Globe & Mail, Toronto Star, The Progressive, CBC Radio and through corporate, university and community organizations across North America.
Through HOL + WELL, Amy is working to shift the conversation around alcohol from individual blame and "drinking problems" toward greater alcohol literacy, informed choice and a deeper understanding of the cultural forces that make drinking so difficult to question.
Okay, let’s get to know Amy!
Name
Amy C. Willis (she/her)
Profession / Title
Alcohol Literacy Educator & Sober Coach for Women and LGBTQ+ folks
Business Name
HOL + WELL
Industry / Niche
Alcohol Literacy, Sobriety & Workplace Wellbeing
My Business Was Founded In
2019
Current Location
Hamilton, ON, but the majority of my work is virtual so I can support clients (individuals and organizations) around the world; I also travel for speaking engagements
3 words you would use to describe yourself…
Curious.
Direct.
Compassionate
Tell us more about your business
HOL + WELL is an alcohol literacy and coaching business focused on helping women and LGBTQ+ people understand alcohol, change their drinking and build a life that feels better without it.
I work with people who are often highly capable in every other area of their lives but feel stuck in a frustrating cycle with alcohol. They may have spent years trying to moderate, take breaks, drink only on weekends or simply "be better" at drinking, without getting the result they want.
My work combines alcohol education with practical coaching and behaviour change. I offer private coaching through my FREEDOM Method, as well as The Well Circle, a community for women who are sober or sober-curious. I also speak and facilitate workshops for workplaces and organizations about alcohol culture, workplace drinking and inclusive wellbeing.
Outside of client work, a growing part of my business is education and public speaking. I write, create educational content, collaborate on research and speak to audiences about the ways alcohol is woven into our social and professional lives.
People typically find me through my website, social media, speaking engagements, media appearances, referrals and my educational content about women, alcohol and sobriety.
In one or two sentences, what specific problem does your business solve for your clients?
For private coaching clients, I support women and LGBTQ+ people in entering and sustaining sobriety, building confidence and resilience along the way, and creating bold, beautiful, alcohol-free lives that feel aligned, authentic and fully their own.
For organizations, I help employers address the impact of alcohol culture on both individual and organizational wellbeing through evidence-informed education and practical strategies that support healthier workplace cultures, more inclusive environments and more informed conversations about alcohol.
Recent milestone you've celebrated in your business
My company, HOL + WELL, celebrated 7 years in business in June 2026. 2026 also brought a greater expansion into more speaking and education engagements by supporting more organizations and increasing impact. On a personal note, I celebrated 10 years of sobriety in August 2026.
What is a recent investment you’ve made in your business
I've continued to invest in coaching and professional support as I've grown my business. I don't believe entrepreneurs are supposed to figure everything out alone, and I've seen firsthand how valuable it is to have someone outside your business who can challenge your thinking, help you recognize patterns and blind spots, build new skills and keep you accountable. The bigger the business and the bigger the goals, the more important I think that kind of support becomes.
What changed after that investment? Why do you see it as an investment, not an expense?
The biggest shift is perspective. When you're running your own business, it's incredibly easy to get stuck inside the day-to-day and make decisions from whatever feels most urgent. Having support helps me step back, see the bigger picture, challenge my own assumptions and make more intentional decisions. I see that as an investment because I'm not just paying for answers; I'm building my capacity to think, lead and make better decisions for my business.
What would you tell a new entrepreneur who's considering investing in the same thing, but is hesitant?
You don't have to wait until you're struggling to ask for help. Find people who are a few steps ahead of you and are willing to challenge you, not just cheer you on. The right support can help you see things you can't see from inside your own business, learn faster and avoid spending months trying to solve a problem that someone else could help you untangle much sooner.
Now for some fun stuff!
Always…
Always keep learning. Stay curious. Spend as much time as possible in a mindset of possibility.
Never…
Never build a business that requires me to become someone I'm not.
Advice for other entrepreneurs, who are slightly less far along…
Don't build your business around what you think you should be doing. Get clear on what you actually want your business and your life to look like, and then build accordingly. There are a million ways to build a successful business. You don't need to copy someone else's version.
What is a tool, resource, podcast, book or person you’ve invested in that’s added value to your entrepreneurial journey
Coaching and mentorship have probably had the biggest impact on my entrepreneurial journey. Running a business forces you to confront your own patterns, beliefs and blind spots just as much as it requires you to learn practical business skills. Having people who can challenge me, ask better questions and hold up a mirror has been incredibly valuable.
Favourite way to wind down after a long workweek
Getting outside. A long hike, being near the water, getting out in my kayak or simply spending time somewhere that doesn't involve a screen. My brain gets plenty of stimulation during the workweek, so I love anything that gets me back into my body and outside.
Before starting my workday, I make sure to…
Start with a quiet, slow morning. Coffee, reading and grounding before moving my body and getting outside, even if it's just for a walk. I do my best work when I've had some space to think before I start answering emails, taking calls and jumping into everyone else's priorities.
Best part of my work is…
Watching someone realize that the life they want is actually possible. Whether that's a coaching client discovering who they are without alcohol or an organization recognizing that alcohol culture is a workplace issue worth talking about, I love being part of the moment when something shifts and a new possibility opens up.
Last vacation you took (and where did you go)
My last getaway was a fun, outdoorsy trip to Huntsville, Ontario. I spent the time hiking, exploring the area and getting outside, which is pretty much my ideal kind of escape.
