With research showing that unhealthy habits are easier to stick to than healthy ones, Isabelle Hill (BKin '22, MSc '24) wanted to help people break that cycle and change their lives for the better.
Brock University PhD in Behavioral and Population Health student Isabelle Hill (BKin '22, MSc '24), left, and Associate Professor of Kinesiology Sean Locke recently launched their research-based program called Healthy Habits Coaches.
The Brock University PhD in Behavioral and Population Health student researches health behaviour and habit formation. She also worked at the Brock Functional Inclusive Training Centre and as a personal support worker for those with chronic conditions, where she noticed a commonality among people looking to make healthier choices.
Even when they knew how to improve their health and manage their symptoms including having recommendations from a physician they didn't always know how to put that into practice.
"Knowledge doesn't automatically lead to behaviour change because you're just giving someone recommendations to improve their health without the support they need to make those changes," Hill says. "We wanted to get health behaviour change strategies out of the lab and into the hands of those who can truly help people overcome barriers to achieving their goals."
To bridge that gap, Hill and her co-founder, Associate Professor of Kinesiology Sean Locke, launched Healthy Habits Coaches. The online service offers health coach training and research-based health coaching through the Healthifi Lifestyle Health and Wellness platform.
Using a coaching strategy called reframing, they help people identify and re-evaluate negative thoughts around exercise or other healthy habits.
"A common bias, or cognitive error, is that people feel too tired or fatigued to exercise," Hill says. "When someone acts on that feeling and they decide not to exercise, it often creates an automatic thought loop that reinforces a cycle of inactivity and then before they know it, it has been months, years or even longer since they have been physically active."
Locke, an expert in health behaviour change, says Healthy Habits Coaches uses a core set of strategies to help people identify their struggles, manage their motivation and then overcome any physical, mental or financial barriers to success.
"We strive to deliver personalized, evidence-informed practice through our coaching, and being linked with Brock and the research community adds a level of trust and confidence in the quality of care that we're delivering," he adds.
To learn how to transition research expertise into a viable business, Hill participated in Brock LINC's entrepreneurial programs.
"Through her hands-on work and dedication, Isabelle is a shining example of how Brock students can bring their ideas to life and make an impact on the community, all while building a financially viable business," Brock LINC Entrepreneurship Program Manager Tamara Jensen says.
Hill also received a $10,000 boost to her business through the receipt of the 2025 Laura Sabia Entrepreneurship Award. Part of a larger $500,000 gift from Brock University Chancellor Hilary Pearson and Michael Sabia, the award supports women in business through the programs in the Brock LINC as well as the fields of science, technology, engineering and math in the Yousef Haj-Ahmad Department of Engineering.
"Laura Sabia was dedicated to breaking barriers for women and supporting them as changemakers in their communities," says Chancellor Pearson. "She would have been delighted to see that her name is associated with young and passionate women entrepreneurs like Isabelle who want to help others lead better lives."
Hill says the support she's received to launch her company while completing her third, and likely final, degree at the University has been a fitting capstone to her Brock experience.
"This award, combined with the support of Sean Locke and the Brock LINC programs and staff, allowed me to step into the entrepreneurship role more confidently," she says. "I've always felt so seen at Brock, and to be honoured under Laura Sabia's name, by the Chancellor and alongside the other incredible recipients who are also predominantly women of colour was such a profound experience. It validated that I deserve to be here and that there's people who see my worth as an entrepreneur."
For more information on accessing health coaching, visit the company on the Healthifi app, their website or LinkedIn page. Students interested in applying for the Laura Sabia Award or learning more about the Brock LINC can learn more at the Brock LINC website or by contacting Jensen at tjensen@brocku.ca
