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Why is play therapy so powerful for helping children process emotions? What does it take to build a successful play therapy practice? And how can niching down help private-pay practices grow—even when others struggle?
In this podcast, Joe Sanok talks with Brianna Henderson about the power of play therapy, how she built Lily Pad Child and Adolescent Counseling into a thriving group practice, and why specialization has been key to growing a successful private-pay play therapy practice.
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Meet Brianna Henderson
Brianna Henderson is a licensed professional counselor and registered play therapist based in Frisco, Texas. She is the founder of Lily Pad Child and Adolescent Counseling, a group practice specializing exclusively in child-centered play therapy and child–parent relationship therapy. Brianna leads a team of play therapists dedicated to helping children and families build stronger emotional connections. She also consults with therapists who want to start or grow play therapy practices.
Visit Lily Pad Counselling and connect on Instagram.
In This Podcast
- Why play therapy works for children
- When therapists should refer to a trained play therapist
- Building and designing a play therapy practice
- Communicating with parents in child therapy
- How niching down helps private-pay practices grow
Why Play Therapy Works for Children
Children often process experiences through action and imagination rather than conversation. In therapy, play becomes the language that allows them to explore emotions, repeat experiences, and work through challenges.
“Children communicate and process through play… they repeat things over and over through play because that’s how they’re processing.” — Brianna Henderson
Play therapy allows therapists to observe themes that might not surface through direct questioning. Because of this, it requires specific training rather than simply adding toys to a session.
“You never want to just incorporate play into therapy if you are not a trained play therapist.” — Brianna Henderson
Building a Play Therapy Practice
Child therapy practices serve two audiences at the same time: the child in the therapy room and the parent deciding whether therapy continues.
“The children are the clients and the parents are the customers.” — Brianna Henderson
That balance affects everything from branding to office design. The space needs to feel playful and welcoming for kids while still communicating professionalism to parents.
Even small details can shape the experience:
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A waiting room that feels comfortable for both kids and adults
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Toys and play materials balanced with professional décor
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Thoughtful choices about refreshments and amenities
Communicating With Parents
One of the biggest challenges in child therapy is maintaining trust with the child while still keeping parents informed.
Rather than sharing everything that happens in session, therapists often focus on patterns and themes that emerge in play.
“We give parents overarching themes rather than repeating everything their child said or did.” — Brianna Henderson
Regular parent consultations can help:
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Share progress and insights
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Offer guidance for supporting the child at home
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Keep parents engaged in the therapeutic process
Niching Down for Private-Pay Success
While many private-pay practices struggle with growth, specialization can make a major difference.
By focusing exclusively on children and play therapy, Lily Pad Counseling clearly communicates its expertise to parents searching for help.
“When parents see that you specialize in children, that trust factor goes way up.” — Brianna Henderson
Parents are often highly motivated to find the right support for their children.
“Parents are much more willing to do whatever it takes to help their children.” — Brianna Henderson
Advice for Therapists Starting a Practice
Brianna Henderson credits mentorship and consulting as a major reason her practice grew quickly. Learning from people who had already built successful practices helped her avoid common mistakes.
“I’m not sure how successful I would be right now if I hadn’t started consulting and training from the very beginning.” — Brianna Henderson
Starting a practice can feel intimidating, but progress often comes from taking thoughtful risks and trusting the process.
“It takes courage and passion… you’re going to be nervous, but if you trust yourself, you can do it.” — Brianna Henderson
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Resources mentioned in this episode:
Visit Lily Pad Counselling and Instagram.
Work with us one-on-one!
Sign up for Group Practice Boss!
Check out these additional resources:
- How You Think About Productivity is Completely Wrong with Matt Ragland | POP 1354
- Practice of the Practice Network
- Group Practice Launch
- Group Practice Boss: www.practiceofthepractice.com/grouppracticeboss $149 a month
- PoP Group Practice Owners Facebook Group
- Free resources to help you start, grow, and scale
- Work with us
- Practice of the Practice Network
Meet Joe Sanok
Joe Sanok helps counselors to create thriving practices that are the envy of other counselors. He has helped counselors to grow their businesses by 50-500% and is proud of all the private practice owners who are growing their income, influence, and impact on the world. Click here to explore consulting with Joe.
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