Starting a business at any age is a bold move, but there’s something uniquely empowering about doing it after 40. For women, especially those balancing careers, families, and life’s curveballs, entrepreneurship in midlife often stems from a deep sense of purpose and a wealth of experience.
The good news? Many women have successfully launched businesses later in life, proving it’s never too late to follow your dreams. Here’s a look at their stories and the lessons they’ve learned along the way.
1. Leverage Your Experience
By the time you hit 40, you’ve accumulated years of professional and personal experience. Whether it’s industry expertise, problem-solving skills, or a knack for communication, these tools give you a head start in building your business.
Lesson: “Your past is your foundation.”
Mesha Mebane, founder of Infrared Vision, is a shining example of how life experience fuels entrepreneurship. After enduring personal challenges, including a cancer scare and the loss of her only child, Mesha launched her mindset mentoring and financial coaching company in her mid-40s. Her business helps others rebuild their lives and careers, demonstrating the power of turning adversity into purpose.
2. Embrace Your Network
At 40, your network is likely more extensive and diverse than it was in your 20s or 30s. From former colleagues to social connections, these relationships can open doors to partnerships, mentorship, and clients.
Lesson: “Don’t be afraid to ask for help.”
Networking isn’t just about finding resources—it’s about building relationships. Many midlife entrepreneurs credit their success to reaching out and leveraging their connections. For example, Shelly Nuruzzaman turned a side hustle into BANG! Curry, a six-figure business, using her network to expand her product line and reach.
3. Build Your Business Around Your Life
Unlike younger entrepreneurs who might focus on hustle culture, starting a business after 40 often means designing one that aligns with your values, priorities, and lifestyle.
Lesson: “Define success on your own terms.”
Ellen Latham, co-founder of Orangetheory Fitness, did just that in her 50s. She combined her passion for fitness with her experience as a Pilates instructor to create a workout model that has grown into a global franchise. Latham’s journey highlights how businesses born out of passion can thrive when built with intentionality.
4. Take Smart Risks
Starting a business is inherently risky, but at 40, you’ve likely developed the ability to assess and manage those risks effectively. You know how to weigh options, plan strategically, and pivot when necessary.
Lesson: “Trust your judgment.”
Women entrepreneurs over 40 often emphasize the importance of calculated risks—investing in areas that matter and staying grounded in financial realities. Ellen Latham’s Orangetheory Fitness, for instance, started with a single studio and grew strategically, ensuring a strong foundation before scaling.
5. Leverage Technology
The business landscape today is more tech-driven than ever, and while that might feel intimidating, it’s also an incredible opportunity. Many women have embraced online tools, social media, and e-commerce platforms to reach broader audiences without the overhead of a traditional brick-and-mortar setup.
Lesson: “Technology is your ally.”
Shelly Nuruzzaman utilized technology to bring BANG! Curry to the masses, turning her kitchen-table idea into a scalable business with products now stocked in major retailers like Waitrose. Her story underscores the importance of leveraging tools that can amplify your reach and efficiency.
6. Be Open to Iteration
Starting a business is a journey, not a straight line. Many entrepreneurs find their original idea evolves over time as they learn what works, what doesn’t, and what they truly enjoy.
Lesson: “Be flexible.”
Your first idea doesn’t have to be your final one. Give yourself permission to adapt and grow as your business takes shape. Mesha Mebane’s Infrared Vision is an example of a business that grew organically from her passion for mentoring, starting small and expanding into multiple avenues of personal and professional development.
Why Now Is the Perfect Time
Starting a business after 40 isn’t about reinventing yourself—it’s about stepping into your power. You have the life experience, resilience, and determination to build something meaningful.
These women—Mesha Mebane, Ellen Latham, and Shelly Nuruzzaman—prove that it’s not only possible but powerful to take the leap later in life. Whether it’s turning a passion into profit, solving a problem you care about, or building a legacy, midlife entrepreneurship is your chance to thrive on your own terms.
Your Turn
Have you started a business after 40 or thought about doing it? Share your story or questions in the comments. Let’s inspire each other to take the leap!
Stay bold,
Jennifer
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