Fiona Hogg

Fiona Hogg Over 15 years of leading teams. Empty nester. I help women 45+ build a second income online so they can stop relying on one income source to survive.

I didn’t wake up one morning wanting an online business.I wasn’t searching for one.What I was searching for was more say...
06/09/2026

I didn’t wake up one morning wanting an online business.

I wasn’t searching for one.

What I was searching for was more say over what the next ten years of my life could look like.

It started with a question I couldn’t shake.

Not:

“Am I happy at work?”

Because mostly, I was.

It was:

How much of the next ten years am I comfortable handing to someone else’s calendar?

Sometimes I sat in the car park after a long day and thought about it.

If I keep doing exactly what I’m doing now, what does 55 look like?

What does 60 look like?

Who decides when I get to slow down?

Who decides when I can take more time for myself?

And how much of that decision actually belongs to me?

I didn’t particularly like the answers.

Then other questions started creeping in.

What happens if my role changes and I no longer want the version that’s left?

Why, after more than 15 years of building a career, did I have no real Plan B?

And did I really want my job to be the only place where everything I learned and became had value?

I sat with those questions for quite a while.

I didn’t suddenly want to quit.

I wasn’t looking to blow up a career I had spent years building.

I just knew I wanted another option.

So when I was introduced to this business, I was willing to look at something I probably wouldn’t have considered a few years earlier.

Not because I had suddenly decided I wanted to become an “online entrepreneur.”

But because, for the first time, the reason for building something alongside my career made sense to me.

I wasn’t trying to escape what I had.

I wanted to start creating another option alongside it.

Eight months later, I’m still doing both.

Still leading teams.

Still working my 9–5.

And still learning how to build something of my own alongside it.

I don’t know exactly where it will lead.

And I’m not going to pretend I do.

I’m still learning.

Still building.

Still figuring out what this could become.

But there’s something important to me about knowing I’m no longer just asking questions about the next ten years.

I’m taking action on them.

Maybe that’s the biggest shift.

I didn’t need to know exactly where this would lead before I started.

I just needed to decide that having another option was worth exploring.

So maybe the first question isn’t:

“Do I want an online business?”

Maybe it’s:

“Do I want more options than I have right now?”

At 50, I have zero interest in turning wellness into another full-time job.I have completed the version where you’re aim...
05/09/2026

At 50, I have zero interest in turning wellness into another full-time job.

I have completed the version where you’re aiming to do everything “right.”

The tracking.

The routines.

The supplements.

The guilt when you miss a day.

Mostly, it gave me one more thing to feel behind on.

These days, I’m much more interested in simple things that fit naturally into the life I’m already living.

One of those for me has been water.

I drink far more water than I used to, and having my K8 sitting on the kitchen bench has made that incredibly easy to build into my day.

But when I first got it, I didn’t fully appreciate how much I’d use it beyond filling my glass.

The K8 actually produces five different types of water.

There’s Kangen Water, which I use for drinking and cooking.

And there are other water settings designed for different beauty and household uses.

Over time, I have gradually found different ways to use them around the home.

And I think that’s one reason the machine has fitted so naturally into my everyday life.

It isn’t another 47-step routine I have to remember.

It’s sitting on my kitchen bench, and I use it as part of things I’m already doing.

That’s much more my approach these days.

I still walk most days.

I still try to get to bed before Netflix convinces me that one more episode is a perfectly reasonable idea.

And I’m trying to make choices that are simple enough to survive an ordinary, busy week.

Because if something requires perfect ex*****on for me to keep doing it, realistically, it probably isn’t going to last.

My K8 has become one of those things I use every day without thinking too hard about it.

And if you’ve seen it sitting on my bench and wondered:

“What does that machine actually do?”

Maybe I should show you.

Would you be interested in seeing the five different water settings and how I use them around my home?

I'm not interested in chasing people into a business.You have probably had the message.“Hey, I’ve been watching your pag...
04/09/2026

I'm not interested in chasing people into a business.

You have probably had the message.

“Hey, I’ve been watching your page, and I think you’d be perfect for what I’m doing…”

From someone you haven’t spoken to since 2011.

That’s not how I want to build.

Partly because it makes me uncomfortable.

But mostly because I have too much respect for the women I want to work with.

The women I’m talking to have built careers.

They have led teams.

Managed budgets.

Raised families.

Navigated change.

Made difficult decisions when there wasn’t an obvious answer.

They don’t need me to convince them.

They need enough information to decide for themselves.

And then they need the space to do exactly that.

So that’s how I’m choosing to build.

I will share what I’m actually doing.

What I’m learning.

What I’m finding challenging.

What building this business asks of me.

And when it makes sense, I will explain how it works in plain language.

Because I would much rather you understand what you’re looking at than be impressed by it.

If something I share makes you curious, you can ask me about it.

I’ll answer your questions.

I’ll tell you what I know.

And if I don’t know something, I’ll say that too.

Then the decision stays exactly where it belongs.

With you.

No chasing.

No trying to talk someone around.

No pretending something is right for everyone.

I’m interested in connecting with women who are willing to look at something properly, ask good questions and decide for themselves whether they want to explore it further.

Because that’s the kind of decision I respect.

And it’s the kind of business I want to build.

If I don’t put life in the calendar, work will happily take the space.It took me years to realise that.Work doesn’t real...
03/09/2026

If I don’t put life in the calendar, work will happily take the space.

It took me years to realise that.

Work doesn’t really ask whether you have room for it.

There’s always another meeting.

Another deadline.

Another late finish.

Another “can you just…” that somehow finds its way into the evening.

And for a long time, the personal things were the flexible things.

Work was fixed.
Life fitted around it.

The holiday could wait.

The walk could happen another day.

Date night with my partner was something we had “get around to” when things were less busy.

Except things rarely get less busy on their own.

So these days, I’m trying to do it differently.

The holiday gets booked.

The morning walk goes in the calendar.

Date night gets an actual date and time, not another “we should do something soon.”

At first, that felt strangely uncomfortable.

Almost self-indulgent.

But then I realised I wasn’t trying to avoid my responsibilities.

I was giving the things I said mattered a place alongside them.

And that has changed me more than any productivity system ever has.

I’m not trying to squeeze more into my days.

I’m trying to be more deliberate about what gets a place in them.

Because I have spent enough years knowing what happens when I don’t.

Work expands.

Responsibilities multiply.

And the things that are important but not urgent keep getting pushed to “later.”

I don’t think you find more time by wanting it.

Sometimes you have to claim the space before something else does.

What’s one thing you’re deliberately making space for this year?

Not every online opportunity deserves your time.And not every opportunity deserves your money either.I think it’s health...
02/09/2026

Not every online opportunity deserves your time.

And not every opportunity deserves your money either.

I think it’s healthy to be sceptical.

Especially when you’re established in your career, you have worked hard for what you have, and you’re not interested in throwing it at the next shiny thing that appears on your screen.

I certainly wasn’t looking for another job.

I already had one.

What I was open to was something I could build alongside my career.

Something that would challenge me.

Something I could learn through.

Something of my own to work towards without dismantling the life I had already spent years building.

Eight months into this business, I understand that decision far more than I did when I made it.

One of the biggest things I have learned?

Building something online isn’t passive.

It takes consistency.

It takes learning skills you may not have needed before.

And sometimes, it takes being willing to feel like a beginner again, even after years of becoming experienced and capable in your career.

Surprisingly, I have discovered I like that part.

I like learning again.

I like having something that’s mine to build.

I like meeting people I probably wouldn’t have crossed paths with otherwise.

And I like that I’m exploring what could come next while I’m still building the life I have now.

That doesn’t mean this business is right for everyone.

I don’t think any business is.

If you’re considering something new, it should withstand your questions.

You should understand what you’re getting involved in.

What it asks of you.

What you’ll need to learn.

And whether it genuinely fits the life you want to build.

Eight months in, I’m still here.

Still learning.

Still building.

And still curious about what I can create with it.

Not because someone promised me where it would lead.

But because I chose to explore it for myself.

And right now, that’s enough reason for me to keep going.

Back in June, I set myself a challenge: walk 203 kilometres to raise funds for breast cancer research.So I walked after ...
01/09/2026

Back in June, I set myself a challenge: walk 203 kilometres to raise funds for breast cancer research.

So I walked after work.

I walked on weekends.

I fitted the kilometres around the job, the responsibilities and everything else that still needed doing.

And somewhere across those 203 kilometres, I realised the walking was giving me something I hadn’t realised I was missing.

Space to think.

No meetings.

No emails.

No scrolling.

Just time putting one foot in front of the other.

And when you create that kind of space regularly, the thoughts that usually get drowned out by a busy life start finding their way to the surface.

Work.

Family.

Life.

And the bigger questions that are surprisingly easy to postpone when there’s always something more urgent to deal with.

One of mine was:

What do I actually want the next ten years of my life to look like?

I didn’t finish the 203 kilometres with every answer.

But I did finish with something I hadn’t had enough of for a while.

Clarity.

Not because I had tried harder to figure everything out.

But because, kilometre by kilometre, I had created enough quiet to hear myself think.

And I have tried to keep some of that space since the challenge ended.

Most mornings, I walk before the day gets loud.

On Sundays, I get the week out of my head and onto paper.

And I deliberately try not to fill every gap in my calendar simply because there’s space available.

Because this stage of life is teaching me that if every available space gets filled with work, responsibilities and things that need doing, it’s very easy to keep postponing the parts of life that are actually for you.

The challenge may have started as a way to support breast cancer research.

But it reminded me of something I needed too:

Making space to be a person, not just a role.

Where do you go — or what do you do — when you need enough quiet to hear yourself think?

You might be more prepared to build something of your own than you realise.When I first thought about building something...
31/08/2026

You might be more prepared to build something of your own than you realise.

When I first thought about building something alongside my 9–5, I assumed I would be starting from scratch.

New skills.
New confidence.
A completely different version of me.

And at 50, that felt like a lot to take on.

But then I started looking at what 15+ years in healthcare had already taught me.

I have led teams through restructures and staffing shortages.

I have had difficult conversations when there wasn’t an easy answer.

I have learned how to communicate with completely different people, sometimes a nervous new starter and a sceptical executive in the same afternoon.

I have solved problems under pressure, adapted when plans changed and kept things moving when they needed to move.

For years, I thought of those things as simply part of my job.

I never saw them as preparation for building something of my own.

Until I realised:

Those skills never belonged to my job title.

They belonged to me.

Leadership.
Communication.
Problem-solving.
Adaptability.
Resilience.

I wasn’t leaving those behind when I stepped outside the environment where I had learned them.

I was bringing them with me.

And that changed the way I thought about starting something new.

The gap wasn’t necessarily that I needed to become a completely different person.

Part of the gap was recognising the value of the person I’d already spent years becoming.

Maybe that’s one of the advantages of starting something in your 40s or 50s.

You’re not necessarily starting from scratch.

You’re starting from experience.

And there may be far more in your professional toolkit that transfers into your next chapter than you’ve given yourself credit for.

What’s one skill your career has given you that you know you could take anywhere?

There comes a point when being good at your job isn’t the same as wanting it to have the biggest claim on your life.I ha...
30/08/2026

There comes a point when being good at your job isn’t the same as wanting it to have the biggest claim on your life.

I have spent 15+ years building a career I’m proud of.

I still lead teams.
I still care about doing good work.
And I’m genuinely grateful for what my career has given me.

But somewhere around 50, I started looking at it differently.

There was no dramatic breaking point.

I wasn’t burnt out.
I didn’t hate my job.
I didn’t wake up one morning wanting to walk away from everything I had built.

I simply started noticing the cost of always organising life around work.

The early starts.
The late finishes.
The mental load that followed me home, even when the laptop was closed.

And eventually, a different question started taking up space in my head:

Do I want to keep giving work this much of my time for the next 10 or 15 years?

My answer wasn’t, “I need to quit.”

It was:

I want more choice.

Because what mattered to me at 35 isn’t exactly what matters to me now.

I still want meaningful work.
I still want to contribute.
I still want to challenge myself.

But I also want more say over how I spend my time.

More say over what the next chapter looks like.

And more than one option for how I get there.

That’s part of why I decided to start building something alongside the career I already have.

Not because I’m running away from my job.

Not because I’m expecting some overnight escape.

But because I realised I had rather start creating another option while I have the choice than wait until circumstances make the decision for me.

Maybe that’s how my definition of success has changed.

It used to be about how much I could achieve, manage and carry.

Now?

It’s becoming much more about choice.

Choice over my time.
Choice over my next chapter.
Choice over what gets the best of my energy.

And I suspect I’m not the only one whose definition of success has changed with age.

What matters more to you now than it did 10 years ago?

You don't need to hate your career to want another option.I think that's an important conversation for women at this sta...
29/08/2026

You don't need to hate your career to want another option.

I think that's an important conversation for women at this stage of life.

You can be grateful for your career.

Proud of what you have achieved.

Good at what you do.

And still recognise that you would like more choice over the years ahead.

Those things can exist together.

For me, exploring business hasn't been about looking for an overnight escape route.

It's been about asking a much more considered question:

What could I start building alongside the life I already have?

And I think how you explore that matters.

There are responsibilities involved.

There are new skills to learn.

There are questions worth asking before you make any decision.

That's why I believe exploration should begin with information, not pressure.

Understand what you're looking at.

Ask the uncomfortable questions.

Look at what's actually involved.

Consider whether it fits your circumstances, your priorities and the way you want to work.

And be completely comfortable saying no if it doesn't.

But don't automatically say no to yourself simply because you've never done something like this before.

Sometimes the first step isn't making a huge decision.

It's simply becoming informed enough to make your own decision.

If creating another option for your future is something you have been quietly thinking about, send me a private message and ask me what I'm building.

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Wodonga, VIC
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