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Suzy Kinesiology

Suzy Kinesiology

A student kinesiologist from West Wales starts dream business thanks to support from Business Wales.

Following personal experience as well as aspiration for self-achievement, Suzy Erskine from Carmarthen decided to start her own kinesiology business. With support from the Welsh Government’s Business Wales service, she was able to put strategic business and marketing plans in place to help her get the new venture off the ground.

  • successful start
  • 1 job created
  • advisory support with starting up

Introduction to business

Suzy Erskine started Suzy Kinesiology in 2019 in Kidwelly to offer treatment through simple and painless muscle testing as a type of body language to communicate potential problems and solutions to clients and practitioners.

Kinesiology takes into account mental, emotional, chemical, physical and energetic aspects together, making it a truly holistic complementary therapy, able to detect imbalances in the body which aren’t showing up as symptoms yet.

​Why did you decide to set up your own business?

For some time, I'd been asking for more meaningful work. Prior to this, I worked in Carmarthen Leisure Centre for 7 years which I loved, but also wanted to move on from. My dad had a traumatic accident: as he's elderly, I just had to look after him for a very short time to realise that I'd lost part of him that was big, strong and would always be around. I saw a kinesiologist in Narberth, Tanya Petersen, shortly afterwards and I was amazed at how she held space for me to release my grief around the experience. I worked with her several times, and during one session I thought: "I wonder if I can do this?" Turns out, I can! Last winter I completed a foundation course with Tanya. In May, I went on to study with Dawn Bailey in Bristol. This is the meaning I’d been asking for. This is the work I was meant to do.

What challenges did you face?

The main challenge I face is that perhaps 90% of people haven't heard of kinesiology. 

There is also the roller-coaster ride of setting up a business, with the highs of knowing I'm living my dream and the lows of self-doubt that creeps in sometimes.

Business Wales support

Suzy got in touch with Business Wales for support to get her dream business off the ground. She benefited from the advice of Lisa Johnston, a Business Wales Growth Adviser, who helped with evaluating the financial viability of the idea and Suzy’s business plan.

Lisa further helped with the business’s pricing strategy as well as developing a robust marketing plan focusing on securing Suzy’s first customers.


  • successful start
  • 1 job created
  • advisory support with starting up

My adviser Lisa encouraged me to work out my business plan. At one point, I was stuck with marketing and she understood exactly the steps I had missed. She guided me to where I needed to be in the process and I'm now feeling relaxed and confident that I'm in the right place.

Future plans and ambitions

I’d like to see my practice develop so that I have a few days in Carmarthen per week, one day in Swansea and Sketty per month and further explore other areas around Carmarthen. My long-term plans include converting a church into a café and setting up a health swimming pool with therapy rooms...that would be bliss!

If you want to read more success stories of how Business Wales has helped other people like you to start or grow their businesses, visit https://businesswales.gov.wales/case-studies or follow @_businesswales / @_busnescymru on Twitter.

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