About Us
Ian Rubin, MA, CPT, CHC
Founder, Food Story Coaching®
Educator, Mentor, Coach
Hi, I'm Ian.
I'm a wellness coach, founder of Wholeself Wellness LLC, coach educator, and adjunct faculty member at National University of Natural Medicine (NUNM) in Portland, Oregon.
As an instructor with wellness professionals, my focus is on Health Coaching, Food Anthropology, and Food Story Coaching, the latter being my proprietary approach to food coaching developed over the last 15 years in one-on-one and group work with clients. This approach is driven by my passionate interest in food culture and the intersection of the personal, social, psycho-spiritual, and anthropological forces that influence our daily food choices.
As a veteran coach and educator with over two decades of experience in the health and wellness industry, I consult with businesses, agencies, organizations and wellness promotion companies to improve employee and/or client wellness efforts through enhancing the skills and abilities of their internal health coaches.
Caroline Hinchliff, MS
Mentor, Food Story Coaching®
Coach, Mentor, Program Administrator
Hi, I'm Caroline.
I'm a Food Story Coach mentor and the founder of Eat Hike Love. I earned my master's in nutrition in 2016 at National University of Natural Medicine.
When I was introduced to Ian's relational approach to food & health coaching during my graduate program at NUNM, I immediately knew this was the kind of work I wanted to do in the world. After recovering from 15+ years of disordered eating and dozens of failed diets, I finally started experiencing success with food when I shifted my focus to my food story. I was eager to offer the same support to my clients. During the last five years, I've worked with dozens of women to support them in re-writing their food story to build confidence, competence, and comfort with food. My clients often tell me, "This new sense of freedom with food has overflowed into so many other areas of my life!"
As a Food Story Coach mentor, I offer my perspective as a student of this work and share the lessons I've learned from applying the principles of Food Story Coaching in my work with clients.