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Meet our Founder

Started fresh at 40

Liz Wolfe, the driving force behind The 40ish, became a Nutritional Therapy Practitioner at 28 and a Wall Street Journal best-selling author at 31; she also spent the better part of a decade hosting the award-winning Balanced Bites Podcast.

It all seemed perfect – but approaching 40, she realized this wasn’t it

She realized what she actually wanted to be “when she grew up,” and knew that – finally – she was ready to OWN her impact. And she didn’t want to wait another second.

At the age of 39, Liz aced the ACE Certified Personal Trainer exam, launched her first app, started the 40ish brand, and created the IdealAge suite of results-driven supplements and skincare products. And she’s not stopping there!

Above all, Liz committed wholeheartedly to rebranding your 40s (perimenopause is cool, kids!) as the perfect moment to embrace who you are – and to harness that juicy, relentless creative energy that makes your 40s the perfect time to build the life you want.