About us

We are a consultancy firm specializing in helping aspiring entrepreneurs start and grow their home care businesses. 

Co- Founders

Coach Michele

Coach Rob

Administrative Team



Grace's Bio

Coach Michele

I chose to enter the Home Care industry in 2013 after going through a life-changing event that challenged me to find and pursue my life’s mission. I have always been a firm believer that we are all on this Earth for a reason – that every one of us has a special calling on our lives.

Unfortunately, until then, my life had been so busy to the point where I did not have time to listen to my soul. I have always known that the soul is where the truth about our true selves lies, so I went on a soul searching mission.

I realized I had a soft spot for elderly people. In short, I identified a true love for the elderly and Voilà! Just like that, I had discovered my passion – my life’s mission – Senior Care!!!

I felt that I wanted to offer these individuals the best of me and since most had already expressed a desire to age gracefully in the comfort of their homes, I, together with my husband Robert, decided to fulfill our hearts desires. And that is how Astin Home Care was born.

Fast forward to 2020, Astin Home Care is a thriving agency serving families all over Georgia.

My passion for helping others has led me to assist budding “HomeCarePreneurs”(Home Care Coaching Clients) enter and thrive in the private duty non-medical home care industry. The desire to serve others has elevated me as an international home care consultant with consulting clients across the United States and in 5 other Countries. Michele Lee Ellis Consulting, LLC has become a leading consultancy firm in the private duty home care industry.

My YouTube Channel (Coach Michele) has given me the platform to teach, train, consult and coach individuals on how to successfully start, grow and maintain compliance with their local, State, and Federal Government guidelines.

Michele  Ellis-Williams has inspired so many entrepreneurs, moms, and single women with dreams of success over her many years as a home care start-up coach, CEO, and mother. Building her companies with hard work and determination, she is the epitome of perseverance; never giving up until her goals are met. She is a proud military mother, entrepreneur, author, business coach, and mentor.​

She survived domestic abuse, homelessness and raised her children to have the drive to never let circumstances stand in the way of becoming their best self both personally and professionally. With every Business Consultant coaching session, Michele uses her background to relate better with hundreds of women and men. 

If you dream of setting up profitable financial sources for yourself or for your family, then a lot of planning has to be taken. But for most entrepreneurs or would-be entrepreneurs, who have started a small business and are stuck. She has successfully operated multiple franchises and efficiently running businesses of her own from the ground up. The same can be done with your business and in the process, you will grow professionally and personally. Take note that your long-term and steady commitment is important. One small step today is where you start building 6-figure business and Michele will show you how!

Coach Rob

The road to becoming Coach Rob was filled with challenges that formed into life lessons. From being a single dad, homeless and losing it all on multiple occasions, Coach Rob learned the key to breaking the chain of unfortunate events was changing his mindset and elevating his thoughts and expectations. He explains, growth starts internal and reflects out into the external world, meaning the more he elevates his mind, thoughts, and character the better his life becomes.

This skill set soon became instrumental with the consulting firm and gave birth to Coach Rob “The Mindset Guru & Creativity Coach.” The right mindset is essential to fulfillment in life and success in business. Coach Rob has helped hundreds of clients shift their mindset from employee to entrepreneur to CEO and through this process has broken numerous generational curses. The system which Coach Rob teaches has transformed him from a trash man into the co-founder of multi-million-dollar brands.

Michele Lee Ellis Consulting, LLC was founded by the Atlanta based husband and wife team of serial-preneurs Robert L. Williams Jr. & Michele L. Ellis- Williams. They thrive on accomplishing a goal of helping families break generational curses through mindset transformation, knowledge and entrepreneurship. The consulting firm is comprised of an award-winning stellar team of coaches and staff members who are committed to serving others in the form of training in the field of business development, leadership and career transitioning.

Its team of experts provide professional consulting, mentoring and leadership services in the field of home care. MLEC, LLC also provides group coaching and in-person learning forums in the field of private duty non-medical home care startup.

Robert’s primary responsibilities as COO is to oversee the day-day operations and ensure financial stability for the firm. His true God-given talent is “Branding”. Robert is the “Master Brand Developer” behind the couple’s entrepreneurial ventures.

He is known by friends and clients as the “Go-To” person for understanding how Universal Laws correlate with Biblical Principles. This allows clients to benefit personally and in business while creating success habits.

Robert states he is most proud of helping families internationally change their lives and financial make-up through entrepreneurship. Michele Lee Ellis Consulting, LLC has a focus on the holistic person while training, mentoring, motivating in business and life.

Trinetta Moore

Trinetta Moore being known as Coach Michele’s right and left hand,  has been working within the company since 2015 starting as a CNA being promoted multiple times in which she helped run Coach Michele’s homecare agency and then went on to earn Coach Michele’s personal assistant title.  Moore holds a bachelor’s degree in political science from Florida State University and has developed extensive knowledge in customer service and administration over the years.

Outside of work, Moore is a mother of four boys. She is an active sports mom, and when she is not at football or soccer games cheering on the sidelines, you will find her playing kickball with her team.

Michele Lee Ellis Consulting  is excited to add her knowledge and expertise to our team.

“This is what I love to do! Being able to have hands-on experience working with people to start their home care agency and be successful while providing high-quality, compassionate care and guidance.


RJ is the VIP Hybrid Specialist assigned to pre-qualify interested applicants to the VIP Hybrid Program. He is part of the client support team assigned to handle technical matters and concerns surrounding the VIP Hybrid Program. He is an RN by profession and has broad experience relating to the healthcare industry. He has worked with several agencies in different industries for which he managed the administrative aspect. He is detail-oriented and a problem solver. His hobbies are making music and outdoor venturing and his interests include learning new things, and troubleshooting. 


Michelle is a Registered Nurse and is known as a well-organized and result-driven professional with a great passion for work. With her outstanding clinical work as a staff nurse from 2007 to 2012, she received the “Best Nurse” award in the workplace. She was also a former Philhealth Evaluator and a Certified ICD 10 Coder from 2013 to 2019. Her management, critical thinking, and decision-making skills made her the “Best Employee of the Quarter” last January 2019. She always has that motivated attitude in getting things done and in accomplishing the company’s goals and objectives.

Michelle currently serves as a Rules and Regulations Specialist at Michele Lee Ellis Consulting, LLC. She is an integral part of the administrative team and oversees the compliance division. Her main focus is on the customization of client’s policies and procedures based on their state’s rules and regulations.

Michelle believes that assisting home care owners in the preparation of their documents before licensing is a vital step. It is a way of serving and helping them in starting their private duty agency, and that is something we are passionate about.

Apart from the above, Michelle keeps a keen interest in collecting Disney Princess character stuff, singing karaoke songs, doing arts and crafts, and most importantly, spending quality time with her two kids and husband, who serve as her inspiration to be better and be driven each day.


Chessica is an administrative assistant to Coach Michele. She handles various administrative and operational tasks relating to the VIP Hybrid Coaching Program. She is also part of the client support team assigned to handle technical matters and concerns. She has an educational background in accounting and finance. She considers herself as motivated, flexible and an excellent team player. She likes to keep things organized and in order. In her spare time, she likes to spend her time exploring nature, specifically hiking the local spots in her area. 


Kezai serves as Michele Lee Ellis Consulting, LLC’s social media manager. She joined the firm in May of 2021 and focuses on sharing valuable information to Coach Michele’s tribe. 
She is a dog mom and yoga enthusiast living and working in She is a firm believer in living a purposeful life and is on a mission to deliver valuable content to the world while telling Coach Michele’s story.