Her Story
About Aura
Aura Elena Martinez is a Self-Discovery and Empowerment Coach, author, and speaker dedicated to helping individuals achieve greater clarity, fulfillment, and well-being through inner alignment and personal growth. As the founder of Live to the Max™/Viva al máximo™, she works with clients globally in both English and Spanish, guiding them through a holistic process of self-discovery that emphasizes reflection, emotional awareness, and intentional living. With more than a decade of coaching experience, her work focuses on helping people transform their relationship with themselves so they can make empowered choices across all areas of life.
Her professional background spans wellness, holistic nutrition, and life coaching, supported by certifications in nutrition and wellness consulting, holistic nutrition, and holistic health practices through organizations such as AFPA and the American Association of Drugless Practitioners. She holds a BA in Forensic Psychology and began her career in wellness coaching before transitioning into empowerment coaching after recognizing that many clients needed deeper self-understanding rather than surface-level plans. Alongside her coaching practice, she also maintains a long-standing career as a flight attendant of nearly two decades, an experience that has broadened her global perspective and informed her work in personal transformation.
In addition to coaching, she is an author of Creating a Lifetime of Wellness: Start Having the Life You Deserve and has been featured in publications such as Psychology Today, Spirituality & Health, and Natural Awakenings. Her work extends into media appearances, public speaking, and contributions to wellness and leadership conversations internationally. She is also the founder of the MugHug Store, a product-based business that reflects her broader mission of comfort, connection, and emotional well-being. Through all her roles, her core focus remains helping individuals cultivate self-awareness, strengthen self-trust, and live in alignment with their authentic selves.
Her Interview
Ten minutes with Aura
01What do you attribute your success to?
I attribute my success to my clients’ breakthroughs and my ability to help people move past their own limitations. I also credit my ongoing curiosity, as well as my commitment to continuous learning and professional certifications, for shaping my growth and effectiveness.
02What’s the best career advice you’ve ever received?
The best career advice I ever received was when I was in college and became a peer counselor because of my grades. The advice was: when you're helping other people, the same support that you're giving to others, make sure you're getting it yourself. So I'm currently a coach and I have my own coach. Having that level of support that you give to others is super, super important, because we all need support. We all do.
03What advice would you give to young women entering your industry?
My advice to young women entering this industry is to follow whatever sparks your curiosity and interests, even if it feels unfamiliar at first. Equally important, make sure you build a strong support system around you—for example, by working with a coach or mentor who can help guide your growth and development.
04What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field is that many clients tend to focus on surface-level solutions, such as strict meal plans or quick fixes. However, the greater opportunity lies in supporting individuals through deeper self-discovery, helping them transform their relationship with themselves and with food in a more sustainable and meaningful way.
05What values are most important to you in your work and personal life?
The values that are most important to me in both my work and personal life are support, empowerment, curiosity, and bringing positive energy into everything I do.
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