Exploring Life & Business with Alison Sturgis of Avenity Wellness and Hormones

Today we’d like to introduce you to Alison Sturgis.

Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I didn’t set out thinking I would start something like Avenity but looking back, it makes complete sense why I’m here.
I’ve always been someone who prioritized my health. I stayed active, took care of myself, and even got into bodybuilding for a period of time. And looking back, there was always this quiet curiosity in the back of my mind about hormones and HRT. I didn’t fully understand it at the time, but it was something I kept coming back to.

My background is in mental health and substance use, and that’s really where everything started to shift for me. I was working closely with patients who were struggling—anxiety, depression, fatigue, trauma, and I kept feeling like we were missing something. We were managing symptoms, but not truly helping people get better. It started to feel like we were putting band-aids on deeper issues, and I couldn’t ignore that.

That’s when everything started to connect. I began questioning conventional medicine, not from a place of criticism, but curiosity. Like, there has to be more than this. I started diving deeper into root-cause medicine and hormones, and realized just how much they influence everything from mood, metabolism, energy, and overall quality of life.

When it came time to step outside of the traditional system, I won’t pretend it wasn’t scary because it was. But what gave me the confidence to do it was that I truly understood the physiology behind what I was doing. With hormone therapy, I wasn’t just following a protocol, I understood the “why,” and I had evidence to support it.

In contrast, in conventional medicine, I often felt like I was falling back on, “these are the standard guidelines,” even when they weren’t actually helping the patient in front of me. And that didn’t sit right with me. I didn’t want to practice cookie-cutter care. I wanted to actually think, individualize, and treat the root cause. Because at the end of the day, that model is failing a lot of people.

A huge part of getting to where I am today has been mentorship and education. Learning from people like Nico Misleh through HRT University completely changed the trajectory of my practice. It gave me not just knowledge, but confidence- confidence to step outside the box and truly own the care I was providing.

And honestly, that was a big part of stepping out in faith too. It was taking that leap, even with fear, but trusting that I was being led in the right direction and having the right mentors and support system come into my life at exactly the right time.

That’s how Avenity was built. It’s rooted in the belief that your symptoms aren’t random, they’re signals. And patients deserve someone who will listen, dig deeper, and create a plan that’s actually designed for them and not just based on a generalized guideline.

And where I am today is really the result of that combination, my own health journey, my clinical experience, strong mentorship, and a willingness to step into something uncertain, trusting it would lead to something better.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Overall, it’s been a smooth journey but don’t get me wrong, there have definitely been sleepless nights. Moments where I’ve questioned if I’m showing up well enough for my patients or truly meeting their needs.

The care itself, I’ve always felt confident in that. I understood what I was doing and why, so delivering care felt aligned from the start.

What was more challenging was everything around it. Stepping outside of the insurance-based, conventional model meant learning a completely new way of practicing.

It was uncomfortable at times, but it gave me the freedom to truly put patients first and that’s what makes it worth it.

As you know, we’re big fans of Avenity Wellness and Hormones. For our readers who might not be as familiar what can you tell them about the brand?
What I’d want people to know most is that Avenity was built from a genuine desire to do things differently and to do them better.
At Avenity, I specialize in hormone health for both women and men, with a deep focus on women’s hormone therapy. That includes not just perimenopause and menopause, but also more complex hormone-related conditions like PCOS, endometriosis, PMDD, and postpartum depression—areas where so many women are often overlooked or told their symptoms are “normal.”

What I’m really known for is taking a deeper, more personalized approach. I don’t believe in one-size-fits-all care. I believe your symptoms are signals and it’s my job to listen, connect the dots, and create a plan that actually makes sense for you.

What sets me apart is how I think. I don’t just follow protocols, I understand the physiology behind what’s happening in the body. That allows me to individualize care in a way that goes beyond standard, cookie-cutter guidelines. My patients aren’t just lab values, they’re real people with real stories, and they deserve to be treated that way.

Brand-wise, what I’m most proud of is the trust that’s been built. Avenity has become a space where people feel heard, supported, and finally understood, especially those who felt dismissed in the traditional system.
That’s something I don’t take lightly.

If there’s one thing I’d want readers to take away, it’s this: you don’t have to settle for feeling “off” or being told everything is normal when you know it’s not. There are answers. There are options. And there are providers who are willing to look deeper and walk that journey with you.

Avenity isn’t just about hormones, it’s about helping people feel like themselves again.

What matters most to you? Why?
What matters most to me is my faith in God and my family, they’re truly the foundation of everything I do.

There was a season where I wrestled with this feeling that there was more for me, but I couldn’t fully see the path. When I finally allowed God in and let myself be led by Him, doors started opening in ways I couldn’t have planned. And when I realized He was calling me to this, I knew I just had to trust Him and be obedient even when it felt uncertain.

Through all of that, my family has been my biggest support. They’ve stood behind me in the unknown, in the risk, and in the growth—and that’s meant everything. I also think about my twins and the example I’m setting for them. I want them to see that you can build a life and career doing something you’re truly passionate about, even if it means taking a path that feels a little scary at first.

Contact Info:

• Website: https://www.avenitywellness.com
• Instagram: @avenitywellness