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“To connect and inspire humanity to think bigger and achieve more, while enjoying today.”

Our mission is to inspire you to think bigger and achieve your goals so you can become the best version of yourself and lead a life you can be proud of.  We create tools that get you planned, productive, and positive - because, with these skills in your pocket, you can achieve anything.


Whether you want to run a marathon, build a business, write a book, raise incredible children, or increase your financial wealth, you can rely on our tools, resources, and community to make it happen.


Our Story


The journal that launched a movement

BestSelf Co. was founded in 2015 by Cathryn Lavery and Allen Brouwer - two big thinking, high-achievers who wanted more from their life. They realized lack of time was their biggest obstacle. After too many days spinning their wheels, they figured there must be a better way to create success. So they studied high-performance practices, invested in self-mastery, and doubled down on productivity and planning techniques.


Moving to Happy, Fulfilled and Confident

How many of us follow the traditional recipe for life that we’re given only to end up unhappy, unfulfilled, and unsure of where to go next?


The skills of relationship building, managing our time and energy, emotional intelligence, and having meaningful conversations aren’t something we learned or focused on growing up. Yet it is a thousand times more important to our overall success.


BestSelf Co. was born with frameworks, systems, and tools to help people gained the confidence to take action and start a journey towards living a fulfilled and meaningful life.


Live a life you love

As Cathryn and Allen’s goals got bigger they realized time management is just one element of success. To achieve your goals, you have to thrive in discomfort, build relationships, and cultivate new skills and mindsets.


It’s why BestSelf Co. has evolved to offer more than the SELF Journal. Inspired by our incredible worldwide community, our team is obsessed with solving the common roadblocks that keep big thinkers from their goals - so you can become unstoppable.


Our range of prompt decks, planning tools, and digital challenges leverage the art and science of success. Once in your hands, you can achieve anything.

We Donate One Meal
For Every Order


Meals Donated


Feeding America®

An astonishing one in eight Americans struggles with hunger. That’s why with every purchase you make on, a meal is donated to someone facing hunger through our partnership with Feeding America. As we grow, we continue to explore ways to make a difference in our community; because we believe that together we can make a difference.


To date, our incredible community has provided 219,412 meals to people in need.


Because lack of food shouldn’t be the reason you can’t go after your goals.

Our Team

Cathryn lavery

Co-Founder & CEO

James Bake

Marketing Director

Monica Acevedo

Director Of Customer Experience

Lucas Hazle

Product Manager

Rachouan Rejeb

Director of Design/Development

Emily Choi

Content Marketing Manager

Erin Clark

Email Marketing Manager

Zoe Zamadics

Customer Support

Georgina El Morshdy


Megan Norwalk

Accountability Coach

Heather Deubel

Accountability Coach

Want To Join Our Team?

We’re looking for people who believe in loving the work they do and the people they do it with. BestSelf Co. is a team of high-achievers who are constantly raising the standards, doing things differently, and having fun along the way!