Heartset · 1:1 executive coaching for DTC founders
Revenue is coming in, but every question, every fire and every decision still waits on you. Heartset is 6 months of 1:1 coaching that helps you set real boundaries and do the heart work underneath them, so you can make the calls that grow the business and get your time back.
I've coached and worked alongside 100+ DTC brand founders, from startup to 8 figures. COO at Profitable Pineapple.
Sound familiar?
You didn't plan it this way. In the early days you had to touch everything: product, ads, the 3PL, customer service, the team. It worked, and the brand grew.
Now you're past a million in revenue, and the same habits are holding you back. Your team escalates instead of deciding. Your calendar is full of other people's problems. The big decisions (who to hire, what to let go of, which hard conversation to finally have) keep getting pushed to next week.
From the outside it looks like success. From the inside it feels like you're holding the whole thing up.
This isn't a strategy problem or a "find better people" problem. Most of the time, it's a boundary problem, and the boundaries are stuck behind fear and exhaustion.
What you've tried
Each one treats the symptom. Heartset works on what's underneath.
How Heartset works
Most coaching gives you more to do. Heartset helps you carry less and decide better. We work on three things together over 6 months.
01
We get clear on what actually needs you and what doesn't. Then we set expectations your team can hold, so problems get solved instead of escalated to you.
02
The decisions that would unlock growth usually aren't stuck for lack of information. They're stuck behind fear, guilt or plain exhaustion. We work through that honestly, so you can lead from what you know is right instead of from the next fire.
03
You leave with a simple, repeatable way to make the hard calls on hiring, letting go, focus and growth, without overthinking them for weeks.
The Result, Not the Work
When the boundaries are real and the heart work is done, the business stops needing you for everything. You spend your time in your zone of genius, your team owns more, and you get your evenings, your family and your head back.
The founder is the ceiling. When you get free, the business gets room to grow.
— Justus Murimi
The Offer
Heartset is for DTC founders doing roughly $1M–$20M who are done being the bottleneck. It's just you and me, working on your business and on you, for 6 months.
There's no one-size-fits-all call schedule. We start by diagnosing what you actually need, and we build the rhythm around that. Some founders don't need a call every week. We go deep enough that sometimes once a month is more than enough. That's what I mean by white-glove.
What's Included
Built around you, not a template.
15 minutes, no pitch. We'll see if it's a fit.
Founder Stories
The work is about the business and the person running it. Here's what that looks like for a few founders I've worked with.
Tommy
Tommy had a team that wasn't supporting him and wasn't getting results. We worked on holding expectations, creating boundaries and facing fears. He went from pulling money out of savings to make payroll to six-figure months, with balance between family and work. He now spends his time on what's in his zone of genius.
Samantha
Samantha's business was doing well financially, but she hated it. She was doing everything, stressed and burned out, and couldn't see a way out. We built a clear process and got her out of her own head so she could make the right decisions and lead from the heart. She now has her time back, and her relationships.
Tommy and Samantha are real clients. Names changed.
In their own words
"Justus quite literally changed my life. Not only did he help me break through some emotional barriers that have been with me for 20+ years, but he is also fun, energetic, and simply a good person."
— Sarah
"Working with Justus has been one of the most transformative processes of my life. We went deep to discover my true purpose. He helped me deal with personal trauma I've been holding for several years — I feel so energised and focused on becoming the best version of myself."
— Angela
Free Guide
Free guide: the 5 decisions DTC founders keep putting off, what they're quietly costing you, and how to make them with clarity instead of fear.
Read what's inside →What's Inside
Five calls only you can make, and how to make them from the heart, not from fear.
Justus Murimi
Who you'd be working with
I'm Justus Murimi. I've coached and worked alongside over 100 DTC brand founders from startup to 8 figures, and I know the specific mindset blocks that keep founders just like you from breaking through to clarity, "what's next" and freedom.
I'm currently COO and Strategic Operator at Profitable Pineapple. Before that I coached ecommerce and brand founders inside Ryan Moran's community.
I'm not a theorist. I work inside real brands, so I know what it looks like when the founder is the answer to every question. I also know that the fix is rarely another tool. It's boundaries, plus the heart work that frees you to make the decisions only you can make.
Before business, I was a pastor. I learned to care about people's growth first, and I still coach that way.
FAQ
DTC and Shopify founders doing roughly $1M–$20M whose business is working, but who have become the bottleneck. If every decision and fire still runs through you, it's built for you.
Both, on purpose. We work on real business decisions like hiring, delegation, focus and team expectations. We also work on what's making those decisions hard. For most founders, those turn out to be the same conversation.
It's the honest work underneath the strategy: the fears, habits and beliefs that keep you holding on to everything. It isn't therapy and it isn't fluffy. It's what makes the hard calls clear.
It depends on you. We diagnose what you need first, then set the rhythm. Some founders don't need a call every week, and because we go deep, sometimes once a month is more than enough. The goal is to give you time back, not add another project.
Every engagement is shaped around the founder, so we talk about investment on the founder call, once we both know it's a fit.
Heartset is coaching: you lead, and I help you get clear and free. Consulting is hands-on operator work, where I roll up my sleeves inside your business to build the structure with your team. I only take 1–2 consulting clients at a time. Not sure which fits? That's what the founder call is for.
This isn't your typical sales call. We'll tackle whatever's keeping you stuck, whether that's a decision you're overthinking, scaling challenges that feel overwhelming, or needing mental clarity on your next move. I'll also tell you honestly whether Heartset is a fit, or whether now isn't the time.
Your next step
You built something real. Let's make sure it doesn't own you.
If revenue is growing but your life is shrinking, let's talk. 15 minutes, founder to founder.
This isn't your typical coaching call. We'll tackle whatever's keeping you stuck, whether that's a decision you're overthinking, scaling challenges that feel overwhelming, or needing mental clarity on your next move.
You'll walk away with clarity, actionable brand ideas and the mental framework to make confident decisions fast.
Book your founder call →No pitch. No pressure. Just an honest look at what's possible.