Michelle Minnikin has spent her career helping women unlearn the rules that were never theirs to follow. As an organisational psychologist, author, and self-described deprogrammer of Good Girls, she built Good Girl Deprogramming around a simple but radical idea: that the conditioning keeping women polite, agreeable, and perpetually small isn't something to work around, it's something to dismantle entirely. 

The community she created exists for women who are ready to do exactly that. But a community this intentional deserved more than a program living on Thinkific and a group chat on WhatsApp—two platforms that felt increasingly unreliable and never quite like home. Michelle needed one space, fully hers, built around her women.

She found it in Movement. Within a week, Good Girl Deprogramming had a fully customised, beautifully branded app—and Michelle had finally found her home base for her community.

What kind of business do you run, and who do you help?

Michelle Minnikin is an organisational psychologist, author, and deprogrammer of Good Girls. She has spent her career at the intersection of psychology, leadership, and the deeply personal work of becoming yourself. Her book, Good Girl Deprogramming, was written because she needed it—and because millions of women do too.

She knows this work from the inside. She has lived the conditioning, worn the roles, and done the painful, liberating work of taking them off.

Michelle helps women who are done fitting into broken systems. Her mission is to be the most me-ist version of herself—so every woman she works with feels permission to be the most them-est version of them.

"Her mission is to be the most me-ist version of herself—so every woman she works with feels permission to be the most them-est version of them."

What led you to create an app with Movement?

Having my clients across Thinkific (hosting my programmes) and WhatsApp (hosting my community) didn't feel like we had a home base, and I wanted to create proper community for women.

Both platforms are American, and due to the ongoing situation, it doesn't seem like the most logical or reliable place to do business. Also, one wrong move in their eyes and Meta throws you off, so it feels precarious having the community on WhatsApp.

"Having my clients spread across Thinkific for programs and WhatsApp for community meant we never really had a home base—and I wanted to create proper community for women."

Why did you choose Movement to build your app?

I asked my community who to recommend, with the parameters I set, and one member found Movement using AI. It was the only platform we could find that met all the requirements: community, live courses, resources, and a referral scheme— that was not called something ridiculous (Skool—eyeroll!).

And the bonus of being Australian! And the extra bonus of having our own app — everyone now thinks I'm some kind of tech genius.

"Movement was the only platform we could find that met all the requirements: community, live courses, resources, and a referral scheme— that was not called something ridiculous (Skool—eyeroll!)."

Have you tried any other platforms?

In the past we've dabbled with Heartbeat, Mighty Networks, and Circle—but they didn't stick, nobody used them, and we had to fit into their way of working.

"In the past, we've dabbled with Heartbeat, Mighty Networks, and Circle—but they didn't stick, nobody used them, and we had to fit into their way of working."

What did you particularly like about using Movement?

I was able to get to the point of launching my very customised community within a week of using it properly. There was a steep learning curve and you HAVE to watch the videos, but feel fairly proficient.

I was able to book in a quick call with Rudy who gave me some useful pointers too. I will be adding more things on and moving things across from Thinkific, but I don't need that straight away. Very impressed we have FINALLY found our home.

"I was able to get to the point of launching my very customised community within a week of using it properly… Very impressed we have FINALLY found our home."

Would you recommend Movement to others?

One million percent—I've already sent my referral code out to people. I am generally delighted and excited about the value this platform can add to my business and will be shouting about it. I am determined to get 1000 women in my community as soon as possible!

"I am generally delighted and excited about the value this platform can add to my business and will be shouting about it."

Michelle Minnikin doesn't help women fit better into broken systems. She helps them see the conditioning, reclaim their power, and come home to themselves. And for the first time, her community has a home that matches that mission entirely. 

Before Movement, that community was fragmented—programmes on Thinkific, conversations on WhatsApp, and no single place where her women could gather, connect, and access everything they needed. That kind of friction has no place in a space built around freedom and confidence. Movement changed that completely. 

Now, Good Girl Deprogramming lives in one beautifully branded home where women can unlearn, connect, and grow together—on their own terms, in their own space, without the noise of scattered platforms getting in the way. 

Michelle has the freedom to create, build, and expand everything in one place. And her community finally has somewhere to gather, to be seen, and to become the most them-est version of themselves.

Launched in under a week, already growing, and with 1,000 women in her sights—the rules have changed. And she's just getting started.

Check out Good Girl Deprogramming or find Good Girl Deprogramming on Instagram.

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Searching for a community and course platform you fully own and control?

Searching for an online community platform that also hosts your courses and programs? Movement is the all-in-one alternative to piecing together Thinkific, WhatsApp, and Mighty Networks—one branded app, one login, one place your members actually show up. Go from fragmented to fully launched community app in under a week.

What is Movement?

Movement is an all-in-one platform that helps coaches, creators, and community builders launch beautifully branded apps and memberships—without needing to be technical or piece together multiple tools.

Whether you're offering courses, events or programs, selling digital products, or hosting a private community, Movement gives you everything you need in one place: content and video hosting, chats, events, directories, and more.

It’s designed to be intuitive for you and seamless for your audience—so you can focus on delivering value, not managing tech.

For coaches who are tired of stitching together tools like Kajabi, Squarespace, and Facebook Groups, Movement offers a simpler, more scalable way to grow your business and deepen client connection—all under your own brand.

Find out more or sign up for a free account here.