HER STORY ⟡ Alison Sturgis

Today, we are meeting Alison Sturgis of Avenity Wellness and Hormones!

Trust Your Gut: One Mom’s Mission to Change Women’s Healthcare

Tell us about you and your background.

I’m a Family Nurse Practitioner, mom to twin boys, and the founder of Avenity Wellness & Hormones. My background is rooted in traditional medicine, with years spent in mental health, substance use, urgent care, and emergency room. I followed evidence-based guidelines, prescribed responsibly, and truly wanted my patients to feel better.

Over time, I began noticing patterns I couldn’t ignore. Women were coming in exhausted, anxious, gaining weight, struggling with mood changes, painful cycles, infertility concerns, PCOS, and endometriosis yet so often, the answers stopped at symptom management. Many were told their labs were “normal,” offered birth control or antidepressants, and sent on their way.

I knew something was missing.

Tell us about your business and why you started Avenity.

Avenity was born from a deep frustration and an even deeper calling.

I saw women with PCOS and endometriosis being treated for years without ever addressing the hormonal and metabolic drivers underneath. I watched women enter perimenopause feeling dismissed, confused, and unprepared for the changes happening in their bodies. Too often, their symptoms were minimized or normalized instead of explored.

I started questioning the care I was providing and the system I was working within. Once I began digging into the research, it was astonishing how much evidence existed that wasn’t being fully utilized in everyday practice.

Avenity was created to bridge that gap. It’s a space where women are listened to, educated, and supported. Where we focus on root contributors, hormonal balance, and restoring confidence, not just masking symptoms.

What makes Avenity different from traditional care?

Avenity practices evidence-based medicine without being confined to outdated, one-size-fits-all guidelines.

By staying current with evolving research and clinical evidence, care is individualized and responsive. Focused on patterns, root contributors, and real patient outcomes rather than isolated symptoms. The goal is thoughtful, personalized care that reflects both the science and the person in front of us.

What advice would you give your past self when you were just starting out?

I would tell her not to ignore that quiet, persistent gut feeling, that knowing that there was more.

There was a season where I would lie in bed at night feeling deeply unfulfilled. On paper, I was doing everything “right,” but in my heart, I knew I wasn’t truly helping women the way I was called to. I started questioning what I was prescribing and why. So many women were being left with another antidepressant or birth control when their symptoms were clearly hormone-driven.

Once I allowed myself to start asking questions and doing even a small amount of research, it changed everything. I realized how often we were treating symptoms instead of people.

Stepping away from that band-aid approach was terrifying. But I leaned into my faith and trusted that God had a bigger purpose for me. I allowed Him to use me in a way that feels aligned, intentional, and healing. Not just reactive.

Who or what inspires you?

My kids inspire me every day. They remind me why balance, presence, and purpose matter.

My dad is a huge part of my “why.” He was a man who never gave up and always believed in me. He’s no longer here, but all I ever wanted was to make him proud. I’m also incredibly grateful for my fiancé, whose unwavering support and belief in me gave me the confidence to take this leap. Avenity has allowed me to honor all of that, by creating something rooted in purpose, integrity, and real impact.

What impact do you hope Avenity has on women?

I want women to feel validated and understood.

I want them to know that PCOS, endometriosis, perimenopause, and menopause aren’t something they just have to “push through.” Their symptoms are real. Their concerns matter. And with the right education and support, they can feel confident and at home in their bodies again.

What would you like Beauty Boost members to know?

You’re not broken and you’re not alone.

If something feels off, it deserves to be explored. You deserve care that listens, educates, and supports you as a whole person. And if you’re looking for a provider who will walk alongside you in that journey—I’m here.