About
Before I was your coach, I was you.
I've been the founder running a business that had started running me.
I've been the one who kept every promise to everyone else, and broke the ones I made to myself.
I've been the one whose business was doing great while, quietly, I was not.
If that lands somewhere in your chest, keep reading. I've been exactly where you are, and I found my way through.
The thing you're afriad to say
You don't need another consultant.
You've built something with soul. You've got systems, maybe a team that runs without you in the weeds. You are not the founder who needs another expert explaining your own business to you.
The thing you're afraid to say out loud is that the business is running you.
It used to feel like flying. Now the plane is flying you, and you're white-knuckling the controls, trying to look like you're still the pilot.
You've tried the masterminds, the retreats, the courses. They helped on the margins. None of them touched the core.
Because the core was never in the business. It's in who you're being while you run it.
My Story
Hello, I'm
Hannah Soto.
I know this particular kind of exhaustion. Because I lived in it.
I spent twelve years building a company serving Fortune 100 brands. In one twelve-month stretch I was sued twice, extorted, and holding a company together while leading an industry through COVID. I did what I'd always done. Absorbed everything. Handled everything. Told myself I just had to get through this week, and then the next one.
Eventually, I broke. Not dramatically. Quietly. The way high-achieving women usually do.
Every founder is living in a gap: the distance between where you are and where you want to be. I'd spent years killing myself to get across it, sure that arriving was the thing that would finally make it stop. It never did. Not because I wasn't working hard enough, but because the thing that had to change was never the distance. It was me.
I'm not on the far side of this looking back at you. I'm in my own gap right now, building what's next, and everything I learn doing it, I bring into the room with you.
That's the work.
And for those who came here for more of a resume:
Hannah Soto is an internationally respected entrepreneur and 5x founder who has worked alongside Olympians, Fortune 100 CEO's, and sits among the less than 2% of female founders who’ve hit over 7-figures in annual revenue.
What I do, and what I don't
The simple ideas driving change.
I'm not a business consultant. I'm not a therapist. I'm not going to hand you a framework and tell you to go run it.
I'm a certified ontological coach, which is a fancy way of saying I help you see how you're actually operating underneath the choices you're making. The beliefs. The reflexes. The hidden costs of the way you've been leading.
And then I help you act on what you see, because awareness without action goes nowhere, and action without awareness just rebuilds the same patterns with better branding.
What changes first isn't your calendar. It's your relationship to the gap, and how you hold yourself inside it.
Then the calendar changes. Then the Sunday night anxiety changes. Then you notice the change in revenue, and more importantly the pressure starts to release.
What becomes possible
You start living as a founder
you actually admire.
The business becomes something you do, not something you are. You eat lunch at lunchtime. You stop refreshing your inbox.
You start keeping the promises you make to yourself, and the embarrassment turns into self-trust.
Our businesses are a reflection of us, and the healthier you get, the healthier the thing you build becomes
Finally, you feel alive again.
A little more about me
I care more about becoming than arriving.
I'm the founder of The Arridia Group, the production company I started at my IKEA dining room table and turned into a multiple seven figure business. Something under 2% of female founders have done.
I'm a 5x founder, I've worked alongside Olympians and Fortune 100 CEOs. I'm certified in Ontological Coaching and pursuing my ICF PCC with Presence Based Coaching. I’m a life-long learner.
In 2025 I walked 500 miles across France and Spain with my husband on the Camino de Santiago, which rearranged most of what I thought I knew about arriving.
Now I care more about becoming than arriving. More about what's possible than what's impressive. I'd rather be honest with you than nice.
The knock on the door
If any of this feels uncomfortably familiar, that's the knock on the door.
1:1 coaching is where this work happens. Two calls a month, with support between them. No curriculum, no templates, no homework. Our work is changing who you're being while you build, so you run the business instead of it running you.