Ina Coveney
I can't wait for everybody to hear Jaya Rose's story. Jaya, it is such a pleasure to have you here. Thank you so much for coming on the show.

Ina Coveney
Thank you so much for hosting an amazing global phenomenon. And everybody needs to know that I found you on TikTok—you were the very first person I saw, actually.

Ina Coveney
I was following online coaching on TikTok mainly for the entertainment—people dancing, doing funny things—and then you came along. I could feel your energy immediately. How are you doing that? How are you getting me in with those 15- and 30-second videos that show where you're coming from and prove that you're a serious business coach? We're definitely going to dig into TikTok today. So, who do you help right now, and what are you doing at this very moment?

Jaya Rose
Hmm, yeah, I love that question because my work is ever evolving. Right now, today, I'm excited because I'm launching a TikTok Momentum Mastermind specifically for coaches who want to learn how to attract soul fans and clients through TikTok. It’s an art—it’s a language that must be learned. Some things might come naturally, but many skills need to be honed. Today, that’s what fires me up. Generally speaking, I help heart-centered online coaches and healers who are tired of the “bro marketing” and hustle mentality—the idea that you have to cold DM people or sacrifice your lifestyle to be successful. Those are my people, because I’m super sensitive and simply not built for the hustle. I’ve carved out my own way and developed a process that helps fellow misfits tap into themselves and build their business in a way that feels truly good and creates real freedom.

Ina Coveney
I love that. This evolution is exactly what we’re diving into today. One of my big goals with this podcast is to show that not everyone started with 20,000 followers overnight—it takes time to figure out where you fit in, and it’s always a work in progress. So let’s take it way back—before you had an online presence. Can you tell us a little about when you were not online and what you were doing at that time?

Jaya Rose
Sure. Before I transitioned online, I was a personal trainer and a life coach—I did that for over a decade. I was working in person. While I always wanted to branch into life coaching, for the most part I was known as a personal trainer whose bread and butter was fitness, even though I had this deep drive to help people beyond just the physical level.

Ina Coveney
And what sparked that entrepreneurial bug? What made you decide, “I’m just going to do this on my own—I’m going to start my own thing”?

Jaya Rose
When I was 25, I became a personal trainer because I was a single mom with a 5‑year‑old. I had my daughter when I was 20, and at that point I was asking myself, “What am I going to do?” Everyone else was heading off to college and starting their careers, and I’d already been a mom for 5 years. I started asking simple questions like, “How can I leverage my natural skills and become an expert in one year so I can start making money right away? And how can I build in the freedom I need?” I toyed with ideas like being a personal trainer or a hairdresser—both fit—but one day at the gym they were offering a certification program, and I took that as a sign. It was funny, but it turned out to be the right decision for me at the time.

Jaya Rose
I then worked at a gym for one year while I was trying to pass my certification. I had to take the test several times, even driving five hours to a city in Northern California—almost like Oregon since it was five hours north of the Bay Area—to take it. It was a big deal. I wasn’t great with tests; I actually failed my personal training test three times before I finally passed. I was already a bit of a rebel, determined to do things my own way. So, within one year of becoming a personal trainer, I branched out and rented a space to create my own fitness studio.

Ina Coveney
I’d love to hear your story about reaching the point where you said, “I’m done with this,” and decided to try something else. More importantly, what led you to close your studio down?

Jaya Rose
It always starts with a spark of something new, and then you feed that flame to see if it can become something more. That’s exactly what the online space was for me. I was living in a rented house about seven years ago when the front door’s deadbolt broke. We called the landlord to fix it, and while he was here, I mentioned that we were looking to buy a house. My daughter—she was just 2 years old at the time—was napping, and in conversation, the landlord casually mentioned he might want to sell. Within a week, I made him an offer well below market value, and he accepted. He came over to sign the papers, and he even brought his girlfriend—a 60‑year‑old retired doctor who had turned into a life coach. As we sat on the couch with my husband Jonathan and Bob, the landlord, she started telling me about the booming online space, about how coaches were taking off, living their passion, leveraging their time, and charging more. My brain practically melted. I felt like I was meant to hear this and act on it. At that time, Marie Forleo was launching her B‑School, and her omnipresence in online education was undeniable. So I signed up for her free video series that very night. We ended up purchasing the home, and that opened a massive doorway for new possibilities. Watching those videos was almost an out-of-body experience—I saw someone my age and felt like I could see myself in her. That moment ignited my decision to leave personal training behind.

Jaya Rose
I went on to launch several programs for my fitness business—my very first venture—and I learned so much about video along the way. I made hundreds of videos during that first year. Then, just about nine months in, I launched a new program. I remember walking outside to get in my car when a neighbor from my fitness studio came over and said, “Did you hear? They’re closing the building.” I was shocked—I hadn’t heard a thing. They were closing on New Year’s, and we all had to vacate. It was a decision made for me. I sat in my car, realizing I had maybe three months to close down my studio. And that was it—I went online, and from that point on, there were many pivots. I got kicked out of my studio, locked in my house, and then, well, kicked out of my studio again.

Ina Coveney
Was that the moment you discovered the Fit Life Academy?

Jaya Rose
I did my homework and looked back at the trajectory of my life. After that, I realized, “Maybe I don’t want to do fitness anymore; maybe I want to do something else.” I was working with someone who told me, “You’re great at helping people with their visibility.” So, for about a year, I experimented with different approaches.

Ina Coveney
I want everyone listening to understand that your journey wasn’t a straight shot—you didn’t just find Marie Forleo and wake up the next day where you are. There were so many pivots along the way. Tell us about those shifts.

Jaya Rose
Absolutely. After Fit Life Academy, I spent a year online making hundreds of videos. I discovered that I love speaking and sharing a message through video—it lit me up more than anything I had done online. Then, my father passed away unexpectedly. I even got a Facebook notification for a video I shared six years ago—it hit me hard. Suddenly, I was forced to confront the fact that people I love will eventually die, and it made me question, “What am I really doing with my life?” It sounds morbid, but that grief turned into passion. He passed away in April, and by July I was itching for a change. I decided, “I’m not doing fitness anymore.” Even though I had built three membership programs with Fit Life Academy, I knew that wasn’t my highest expression. It was like a breadcrumb—an indication that I needed to move on. I left fitness behind and created a program called Rock Your Videos. I built a methodology around getting on video and sharing your message. That year turned out to be my breakout year—before that, I had only ever made about $30,000 a year; with this new approach, I made five times that. But eventually, I hit burnout. I started to wonder, “Is video really all I want to be known for? Is this really me?” I was following the guru-style tactics—5‑day launches, 5‑day challenges—that made money, but at the cost of my nervous system, my health, and my family time. So I stepped back, entered what I call the dark night of the soul, and reassessed what I truly wanted to be known for and how I could make the biggest impact.

Ina Coveney
And after Rock Your Videos, you made some tough pivots. You experimented with teaching the law of attraction, hosted a mastermind, and even dove into personal branding—you even created a website and a branding video for it. What was it that kept you from feeling completely at ease with sticking solely to video?

Jaya Rose
With Rock Your Videos, it felt like I could continue forever. I could have become an industry leader—especially since Facebook Live had only been around for a year and I was one of the few really good at it. But I didn’t want to be known solely for video. I had also taught a program on embodiment called Embody, which went deep into self-care and touched on many parts of who I am. Rock Your Videos didn’t capture that fully. I needed a way to bring in the lifestyle and energetic aspects of success that I love. Initially, I did everything separately—I even made a brand video. I believed in each project wholeheartedly, thinking there was no other way. Looking back, I see I was creating pieces of a larger puzzle. I pivoted from fitness to video, to spirituality, and finally to branding. I realized that I actually prefer branding, though I was initially reluctant to dive into the business side fully. I’ve always judged myself because many business coaches are super structured and type-A, but I eventually discovered that my business model works for me. Every time I launch something new, I hit six figures (even if it takes a year off sometimes). I follow my gut and intuition, and then I create strategy based on that—not the other way around. That’s my freedom-based business model: it’s about energetics, spirituality, personal growth, branding, business, lifestyle—and yes, video.

Ina Coveney
I’d love if you could indulge me for a moment. Tell us about a launch that didn’t go your way. You invested a lot—getting your Facebook ads ready, $13,000 into the launch—and you expected 100 people to join for $50,000 in revenue. What happened, and what did you learn?

Jaya Rose
That launch was a turning point—it was the end of what Rock Your Videos used to be. I turned it into a home study program and removed some of the coaching elements. I just wasn’t ready for a business model that completely detached me from the process. I had a lot of resistance around it. It was the first time I tried launching it in a new way, and my expectations were sky-high because my previous launches had been so successful. I built the whole program over two months, creating modules, and that’s when burnout hit me hard. I invested $13,000 in Facebook ads, even saw a psychic who told me to go all in, but I only made back around $6,000 or $7,000—with maybe 13 people joining. I was incredibly disappointed and had so much tied to that launch. It taught me that sometimes, despite your best efforts, things won’t go your way. It takes a ton of energy, time, and money—and if you love what you do, you stick with it. But if you find yourself wanting to quit everything all the time, maybe that’s not the right path for you.

Ina Coveney
So, where did TikTok come into play? Tell us the story of how you got on TikTok—it’s such an amazing journey.

Jaya Rose
Oh, my gosh, yes! It was my birthday, less than a year and a half ago. My daughter—who’s now 25, a brilliant web designer with a million-dollar brand—had been on TikTok for a couple of months. She told me, “Mom, stop messing around with Facebook. Facebook is done.” This was right after 2020, when Facebook had become kind of a scary place. I went over to her place on my birthday, and she said, “Mom, we're getting you on TikTok. Here, just do this,” and she showed me what to do. She filmed about 7 or 8 videos of me—me just pointing around and moving, not really knowing the platform. Then she asked, “Okay, mom, tell me how you went from this point to that point,” and captioned the video something like, “How I went from making $30,000 a year to $150,000 through
XYZ.” That TikTok went viral—it got about 80,000 views, and I gained thousands of followers in the first week.

Ina Coveney
Can I ask a question that’s on everybody’s mind? If you’re on Instagram, should you repurpose your reels to TikTok? And if you’re on TikTok, should you repurpose them to reels?

Jaya Rose
No—I would not repurpose content from Instagram to TikTok because TikTok is the original platform. Instagram is essentially imitating TikTok. We don’t want to put imitation on top of the original. If you haven’t started on TikTok yet, my advice is to focus on one platform and do it well. Once you have that down, you can consider pivoting or repurposing content from TikTok to Instagram.

Ina Coveney
Got it. Now, can you tell us a little bit about your upcoming TikTok program?

Jaya Rose
Absolutely. I’ve done three different TikTok workshops this past year. In fact, about six weeks after I joined the app, I hosted a “Launch Your Brand” workshop. Then I did a “How to Monetize” session, where I showed coaches a specific way to convert comments into paying customers—there’s a lot of gray area in that. I also taught a workshop on how to infuse your message and offers into your content so you attract the right people. I’m now packaging all of that into a live 7‑week mastermind called the Momentum Mastermind for TikTok. It’s designed for coaches or healers who already run a 6‑figure business and have a strong message—they don’t want to waste time figuring out TikTok on their own and need some accountability. If you’re interested, just send me a DM on Instagram or Facebook and we can chat.

Ina Coveney
And you do check your message requests, right?

Jaya Rose
Yes, absolutely—I make sure to check my messages and am happy to chat via voice message to see if it’s a good fit, if TikTok is the right step for you, and if I can help.

Ina Coveney
What do you think is the biggest misconception people have about you as a successful businesswoman?

Jaya Rose
I’d love to ask that back, but if I had to guess, I think people probably assume I have it all together—more organized and strategic than I really am. The truth is, sometimes I’m just flying by the seat of my pants. I pride myself on being authentic, and maybe that means there aren’t a lot of misconceptions, which is actually a good place to be.

Ina Coveney
If everyone listening had to do one thing in the next 24 hours—no excuses—what would that be?

Jaya Rose
It would be to share your message. Meet yourself where you are. I’m not saying everyone should jump on video immediately—that’s not realistic—but I encourage you to sit down and journal. Get crystal clear on who you’re speaking to and what they need to hear, then share your message in a way that invites conversation.

Ina Coveney
Love it. Thank you so much. Finally, where can people follow you? Please give us your TikTok handle for sure.

Jaya Rose
I’m Coach Jaya Rose on TikTok, and I’m also on Instagram as Jaya Rose. (I probably should have the same handle on both, but right now they’re not identical.)

Ina Coveney
Thank you so much for being on the show and for being so open and sharing your story. This has been amazing. You’re doing incredible work—you have such a beautiful, inviting way of being, with so much trust built into your voice and your presence. I truly honor where you are and everything it took to get here.

Jaya Rose
Thank you for saying that—it actually made me cry in the last two seconds. Thank you very much.

Ina Coveney
It's been a pleasure.