How to Build a Sustainable and Thriving Doula Business

As doulas, we're deeply connected to the families we serve, guiding them through one of the most transformative periods of their lives. But when it comes to growing and sustaining our doula businesses, many of us hit roadblocks that can feel overwhelming—whether it’s struggling to find clients, experiencing burnout, or feeling unsure of how to scale.

Here are some of the key takeaways that can help you grow your business while continuing to provide exceptional support to families.

On the podcast…

In a recent episode of The Doula Darcy Podcast (Episdode #5 if you want to go listen!), I had the pleasure of speaking with Emily Wannenburg of Fourth Trimester Fitness Method, who shared her incredible wisdom on building a sustainable doula business.
Emily's journey, from midwifery to doula work and teaching, offers valuable lessons for any doula looking to create a thriving practice without sacrificing their well-being.

Meet Families Early in Pregnancy

On the podcast, Darcy & Emily talked about how they both promoted their doula services by being active teaching prenatal classes in their respective communities. Emily’s most effective strategy for her business growth is integrating childbirth education classes into her doula services. She offers Prep4Birth and Prep4Partner classes, which not only help her clients feel better prepared for labor and birth but also serve as a consistent way to introduce her doula services to expecting families. These classes are built into her doula packages, giving her clients incredible value while allowing them to get to know her and her team long before they’re in labor.

Key Takeaway: Find opportunities to offer additional services, like childbirth education or prenatal yoga classes, that complement your doula work. This not only brings in additional income but also establishes deeper connections with clients. It’s like you’re getting paid to market your doula services!

Get Out of Your Own Way

Fear and self-doubt can often be the biggest obstacles in growing a doula business. Whether it's hesitation around raising your rates or feeling uncertain about marketing yourself, these limiting beliefs can stop you from reaching your full potential. Emily candidly shared how even she once felt nervous about promoting her services, but she learned that overcoming these fears is essential for success.

When you let fear dictate your actions, you’re not just holding yourself back—you’re also preventing families from receiving the care they need. Emily encourages doulas to embrace confidence in their skills and the value of their work. Your business will only grow when you believe in the service you provide and are willing to advocate for yourself.

Key Takeaway: Don’t let fear stop you from growing your business. Be bold about marketing your services, raising your rates, and pursuing new opportunities. The families you want to help are out there, waiting for you.

Find Your Village and Collaborate

The doula profession can be isolating at times, especially if you’re working solo. But Emily stresses the importance of building community—both with fellow doulas and within your local birth network. She operates her doula practice in two cities, Knoxville, TN and Jacksonville, FL, and has created a seamless system with two doula partners. By sharing clients, classes, and backup support, they’ve built a model that works for both their clients and their businesses.

Having a reliable backup doula is key to avoiding burnout. Emily has clear systems in place with her partners, ensuring that clients feel supported, no matter who attends their birth. This not only alleviates the stress of being on-call 24/7 but also provides the client with a high level of care from multiple experts.

My Doula Village

Emily also is a member of The Doula Darcy’s My Doula Village community and finds valuable support and connections there.

Key Takeaway: Surround yourself with other doulas and birth professionals. Whether through an online group, a local network, or a backup doula partnership, having a community to lean on will help you grow and sustain your practice.

Create Clear Boundaries and Communicate Confidently

Setting clear expectations with your clients is essential for a smooth and professional working relationship. Have well-defined boundaries, from your availability to your fees. Create a contract that outlines every aspect of your services so that clients know exactly what to expect.

This not only protects you but also builds trust with your clients. And remember, charging what you're worth is part of creating those boundaries.

Key Takeaway: Be clear and confident about your fees and boundaries. When you communicate professionally and confidently, clients are more likely to respect you and your time.

You Can Create a Business That Works for You

Building a sustainable doula business isn’t just about marketing or raising your rates. It’s about creating a system that works for both you and the families you serve. Emily’s journey shows us that with the right mindset, community, and strategy, it’s possible to grow your business without burning out—and still provide exceptional, personalized care.

“The families who need you are out there, and they’re waiting for you to step into your full potential as a doula.

”

— The Doula Darcy

Ready to take your doula business to the next level?

Join the wonderfully supportive community of birth and postpartum doulas inside My Doula Village. Check out Emily’s classes and retreats at Fourth Trimester Fitness to learn how you can expand your services and stay in this work for the long haul.