The Room: a 6 week live experience
Something in your business must change.
It can be so unsettling when you feel misaligned…
Especially when the business is technically working.
Maybe you know exactly what needs to change. Maybe you can’t name it yet… you just know something feels off.
The Room is where you stop circling it and start changing it
…without blowing everything up!
Doors close September 9. We start September 14.
I had 2 million followers. And I walked away.
I was at the top of my industry.
But my body knew I wanted something different.
I knew something had changed in me… and I couldn’t keep pretending the business hadn’t kept up.
For entrepreneurs who refuse to stay in a business that’s no longer fulfilling.
Staying in a business you've outgrown is dead.
Welcome to the Season of The Pivot
You don’t need permission to want more (or different), but consider this me handing it to you.
Join me (Luria) live for 6 weeks as we rewrite the rules of business reinvention together.
This room is only open once – and this is it!
An accessible $197 entry. Built to give every founder a safe room without needing a $20k mastermind.
I’ve made 3 major business pivots over the last 20 years.
I’ve come out on top after every one.
I’ve learned that changing something that works can be a hell of a lot harder than changing something that doesn’t.
Maybe you know exactly what needs to change (the offer, the business model, your role or the way you spend your days).
Or maybe you can only feel the misalignment in your body.
You have credibility, revenue and testimonials. It’s easy to gaslight yourself to stay where you are.
That’s why I’m letting you watch this one happen in real time.
You’ll see my current reinvention from the inside while you start making intentional changes in your own business so you can wake up excited about your business again!
That’s where I’m at right now, and I know I’m not the only one. As soon as I started building in public, people kept saying…
Which makes sense when you look at the last few years.
During COVID, we were starving for connection. Then things leveled out. Then AI hit hard, and now everybody’s drained and looking for connection all over again.
And information stopped being the product. Whatever you used to charge people for “knowing”, they can now get for free in 8 seconds.
Big names have been cutting teams. Jenna Kutcher, Amy Porterfield have both made massive pivots.
(When the people at the very top are changing direction, that tells you something about the ground everybody’s standing on.)
That’s where I’m at right now, and I know I’m not the only one. As soon as I started building in public, people kept saying…
Which makes sense when you look at the last few years.
During COVID, we were starving for connection. Then things leveled out. Then AI hit hard, and now everybody’s drained and looking for connection all over again.
And information stopped being the product. Whatever you used to charge people for “knowing”, they can now get for free in 8 seconds.
Big names have been cutting teams. Jenna Kutcher, Amy Porterfield and others have both made massive pivots.
(When the people at the very top are changing direction, that tells you something about the ground everybody’s standing on.)
So if you’ve been wondering what’s wrong with you for questioning a business that’s working…
Nothing’s wrong! You’re just one of a whole lot of people feeling the same thing at the same time.
- You outgrew your current business, which is surprisingly normal because people were never meant to do the same thing forever… especially not entrepreneurs.
- And almost none of us are saying it out loud.
- It feels like you can’t say it to your clients because they hired the person you’re currently showing up as.
- And you can't say it to your mastermind, where half the room knows you as "the [what you do] person" and the other half would love to be in where you are now.
So if you’ve been wondering what’s wrong with you for questioning a business that’s working…
Nothing’s wrong! You’re just one of a whole lot of people feeling the same thing at the same time.
- You outgrew your current business, which is surprisingly normal because people were never meant to do the same thing forever… especially not entrepreneurs.
- And almost none of us are saying it out loud.
- It feels like you can’t say it to your clients because they hired the person you’re currently showing up as.
- And you can't say it to your peers, where half of them know you as "the [what you do] person" and the other half would love to be where you are now.
- You can't hire out.
- You can't rest your way out.
- You can't wait until Q1.
This room is only open once – and this is it!
And you don’t need to automatically burn it all down. You just need somewhere to work through what’s changing. To test the idea, question the assumption, make a move and see what you learn… which is exactly why I created this Room.
No one talks about what it's like to pivot when your business is still working.
When you can't help but feel, "I don't want to leave this… but I want something else."
Parts of your business were built for a version of you who's changed.
Think about it… every time you reach a higher level of success (however you define it), you have to grow as a human. That means your desires, goals and needs change over time.
So somewhere along the way, an offer, an audience segment, your role, business model or routine… maybe even something you can’t name yet… start to feel out of sync with who you are now.
You don’t have to continue giving your all to something that no longer fits you (even though it feels scary!)
You'll wake up excited about what you're building again.
Not because you burned the whole thing down. But because you finally stopped ignoring the part that needed to change.
- You're building towards something you actually want
- Your time and energy reflect who you are NOW... not you 5 years ago
- You can feel movement again instead of having the same conversation with yourself every day...
You don’t need every answer. Just to start moving towards the thing that feels more right.
It's time to stop abandoning yourself. Go after what you truly want.
When we don’t go after the dreams inside us, the fear of regret starts to take up space where the dream used to be.
- Imagine waking up 10 years from now knowing you could have done more, created something bigger, impacted more people...
- And you didn't because you were worried about other people's perception of you leaving behind your current business to build something new.
- THAT is the only thing that should scare you...
Who am I to lead this shift?
Hi! I'm Luria.
I’ve done three major pivots in 20 years, and I’ve come out at the top of my industry every time.
None of my pivots looked the same, and I’ve learned a ton about what to do… and more importantly, what NOT do.
But I didn’t build this room to teach you a framework. I built it because I refuse to stay stuck in a business I’ve outgrown. And I know no one can do it alone.
You get to watch the decisions, flops, and stuff I’d rather not show as I tear down my old identity, and rebuild in public… while you make moves for your own business right alongside me. And together, you’ll find out what you’re actually capable of, and get the hell out of your own way.
Who am I to lead this?
Hi! I'm Luria.
I’ve done three major pivots in 20 years, and I’ve come out at the top of my industry every time.
None of my pivots looked the same, and I’ve learned a ton about what to do… and more importantly, what NOT do.
But I didn’t build this room to teach you a framework. I built it because I refuse to stay stuck in a business I’ve outgrown. And I know no one can do it alone.
You get to watch the decisions, flops, and stuff I’d rather not show as I tear down my old identity, and rebuild in public… while you make moves for your own business right alongside me… whether you’re still figuring out what needs to change, or you already know and need to start making moves. And together, you’ll find out what you’re actually capable of next, and get the hell out of your own way.
This room is only open once – and this is it!
Because on paper, this looks like six weeks of me talking about my own business.
That’s not this.
So let me tell you what’s really happening in these six weeks and why it matters for you.
Part of what’s keeping you stuck is the belief that everybody else has this figured out, and that we’re supposed to know exactly what we’re doing BEFORE we move.
We’re not.
You’ll watch me make real decisions in real time… what I’m keeping, what I’m changing, what I’m testing, what flops, and what I learn.
Watching that up close helps eliminate any shame around your own uncertainty… and gives you permission to act on what you DO know, even if you don’t have all the answers yet.
So many of us sit on an idea for years because we wanna feel certain before we act.
Clarity does not come before action. It comes from it.
You find out what’s right for your next move by putting something into the world, and watching what happens.
You cannot think your way into that information.
Sometimes you just need to talk to another person who’s going through the same thing you are.
I ran a private call to test this idea, and what they thanked me for afterward wasn’t anything I said, it was hearing each other.
Person after person going, “oh my god, me too!”
Access to the private room where you can discuss your ideas, support others, and stop hiding.
How This Works
Weekly “Behind the scenes”Live Sessions
Real conversations, questions, stories, and pattern recognition. These sessions are not lectures. They are intimate, behind the scenes looks at my real analytics, decisions, and processes. What’s working. What’s not working. Gain insight and inspiration for your own moves… whether it’s a small shift, or a major change.
Accountability
2x/week you’ll get a “Mission” designed to pull the ideas out of your head, and turn them into action. Whether you need clarity or movement… you’ll make INTENTIONAL movement for your own business shifts.
Community
Access to the private room where you can discuss your ideas, support others, and stop hiding.
This room is only open once – and this is it!
So, Here’s what you’ll actually
WALK AWAY WITH
Let me be transparent here… you might not leave with your entire next chapter mapped out, but you might leave with clear direction, a name for it, and a plan. Others might leave still holding a question, but holding a much better one than the vague, heavy one they walked in with.
But everybody leaves with proof.
As long as you do the Missions, you will start putting your pivot into motion. This is how you turn the endless thought loop into proof that you can pursue your next move.
Meet Karen
From corporate confidence to personal brand
freedom.
Karen helps people create a vision for their life and business, and she’s very successful at it. She works with corporate clients, working closely with executives and teams, but she wanted to branch out into a personal brand.
She was worried her personality would scare off corporate clients – and she hated feeling that way.
By the end of our first session, she realized the pivot wasn’t as risk as she thought. Her personal brand would actually attract both audiences – while her corporate brand was too “vanilla” to stand out.
Meet Jeffrey
Letting go of everything holding him back from what he was
meant to do.
Jeffrey is a rock star in the hair industry – helping women with hair loss, educating professional hairdressers, running a charity that makes wigs for kids, and more.
Over the years, “and more” became the problem. His business had accumulated so many different identities that he was constantly fighting with what he actually wanted to focus on.
Eventually, moving forward meant cutting what no longer fit, to make room for the work he truly wanted to be known for.
Meet Bette
A totally new direction that finally feels like
her.
Bette had a thriving coaching business. She loved her clients, and the results they were getting.
But there was another calling tugging at her – one that felt too “out there” to be practical.
Once she gave herself permission to explore it, she realized it wasn’t just possible – it was everything she wanted to be building.
The Room
For the person ready to start making the change (and not do it alone)-
6 weekly live Zoom sessions
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The full Behind The Scenes of my brand reinvention as it happens
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Video Missions designed to turn thinking into action.
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One intentional action each week towards your pivot.
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The Private Room: a protected community
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Call recordings accessible during the 6 week period.
The Front Row
For the person who wants Luria's eyes on your specific situation-
Everything in THE ROOM, plus individual attention.
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3 smaller group Laser Coaching sessions where we can work on your pivot
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Kickoff + Closing Experience: we start together & at the end we look at what changed and what's next.
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Access to Call recordings for a full 90 days after we end.
Here's how much I believe in this:
Last year, in the middle of my own pivot, I spent
to be in a room.
I literally paid to be somewhere I could say, “I don’t have this figured out,” without it costing me my clients or my reputation, and to test my new messaging on people who’d tell me the truth.
It’s the best money I’ve spent in a decade.
- You've built something successful and you're questioning part of it
- You know something has to change, whether or not you can name it yet
- There's an idea, audience, offer, or version of your business you can't stop thinking about
- You want somewhere to work it out with people who understand
- You don't need someone to hand you the answer, you need somewhere to find your own
- You're willing to be honest (with yourself, and others).
- You want someone to hand you your next business idea
- You want a step-by-step pivot formula that tells you exactly what to do (you already know!)
- You want templates and another curriculum to consume
- You want to watch from the sidelines while everyone else does the work
- You're waiting to feel certain before you act (you'll be waiting forever, certainty comes AFTER)
- You're not willing to hold someone else's uncertainty with care
The most valuable thing you'll walk away with is trusting yourself again.
Your 8 Year Old Self.
Would she be looking at who you are now, and what you’re doing, and be in awe of what she’s going to become?
Your 80 Year Old Self.
Would she be looking backwards, thinking hoe proud she is of you and your choice? Or would she be saying, “What the hell were you thinking?!”
Your 8 Present Self.
Are you making the decisions today that will serve you, or are you living someone else’s life? Out of obligation, commitment, or fear?
Your 8 Year Old Self.
Would she be looking at who you are now, and what you’re doing, and be in awe of what she’s going to become?
Your 80 Year Old Self.
Would she be looking backwards, thinking hoe proud she is of you and your choice? Or would she be saying, “What the hell were you thinking?!”
Your Present Self.
Are you making the decisions today that will serve you, or are you living someone else’s life? Out of obligation, commitment, or fear?
This room is only open once – and this is it!
FAQ (Frequently Asked Questions)
What time are the live calls?
"The Room":
Calls: Thursdays 9 AM PT
"The Front Row":
Calls: Tuesdays 9 AM PT
* With a couple exceptions for both groups that will be on Fridays 9 AM PT
Will people steal my ideas?
Your concerns are valid - but let's talk about them. "If I say it out loud, someone will take my idea." I've heard this for years from clients and students making big moves, so let me be direct. Clarity only comes from action, and protecting your idea is the most sophisticated form of procrastination there is. You cannot figure out what lies on the other side without taking action, and putting it out into the world. When you collaborate, you never know what's possible. As for this room: I will be viciously protective of it. Anyone who takes instead of adds, will get removed and not refunded. This space only works if it's safe, so it's going to be safe.
Can't I just do this alone?
You could. I'd never tell you otherwise, and you already know it, because you've done every other hard thing in your business by yourself. That's actually what makes you the right person for this room. This isn't for someone who needs an exact path handed to them. But I want to be honest about what alone costs. Alone, this takes YEARS. And here's the hard part to accept - the people closest to you are committed to you staying the same. Your family, friends, clients - they all need you to be the same person with the same business, because that's their security. So when you start showing up in a new way, they react out of fear. And that fear cannot be owned by you. Somebody posted something recently that stopped me - "When I post about my new book for the hundredth time, friends and family roll their eyes... but strangers on the internet are cheering me on." That is EXACTLY what happens in a pivot. Every. Single. Time. Unless you're one of the rare lucky ones surrounded by growth-minded cheerleaders, the pull backward usually comes from the people closest to you.
What if I don't know what needs to change yet?
Then you're exactly who this is for! Plenty of people will arrive with nothing but a feeling that they’re no longer on the right path. You don't need the answer to enter the room because we’re going to build together in real time.
WHAT IF I ALREADY KNOW EXACTLY WHAT I WANT TO CHANGE?
Perfect.
This isn’t only a clarity room.
If you already know the offer you want to launch, the audience you want to shift toward, the role you want to step out of, the business model you want to change—or simply how you want your work to feel different—use these six weeks to stop circling it and start moving.
The Missions, conversations, and accountability are there to help you turn what you already know into action.
What if I'm not making some huge "pivot"?
You don't have to be. Maybe it's a new offer you can't stop thinking about, or a different audience, focusing on growing your personal brand. Something you want to stop doing. Something you want to start. If anything on this page made you go "ohhhh shit", you're in the right place. 😂
Do I have to share personal stuff?
Nope, you can share what you want in the Front Row. The space works because we're honest and bouncing ideas off each other with new perspectives who are in a similar situation can be incredibly helpful.
What if I fall behind?
Pick up when you can! Missing one session doesn’t mean you should disappear. You can watch the recording and jump right back in. No one gets gold stars for perfect attendance. 😉
Can I get a refund?
It's a live experience, so all sales are final. But if you show up, do the work for all six weeks and truly feel you got nothing out of it, email me.
Will you run this again?
The format, maybe. THIS? No. What makes this one specific is that I'm building the Luria Petrucci brand for the first time while it runs.
What happens when the six weeks end?
The room closes and you move forward feeling more confident with your new direction. And if you want to keep going deeper with me, I'll tell you what's next near the end.