Embrace Your Next Chapter with The Reinvention Project

Healing journeys

Why I Created The Reinvention Project™

By Tracey Wheeler Noonan

People talk about reinvention like it’s a one-time thing. You hit a wall, you pivot, you rise. Cue the music. Roll credits.

But my story? Reinvention hasn’t been a single moment—it’s been a lifelong pattern. I’ve reinvented myself more times than I can count—after divorces, deaths, business launches, cross-country moves, and plenty of moments when life just sucker-punched me and said, “Good luck, kid.”

Every time, I got back up. Not because I had some master plan, but because I had a burning gut instinct, sheer will, and a hot Dunkin’ coffee in hand. (Let’s be honest—caffeine and chaos have gotten me through more than a few of life’s plot twists.)

Who I Am

I’m Tracey Wheeler Noonan—serial entrepreneur, published author, speaker, screenwriter, and Shark Tank alum. I co-founded Wicked Good Cupcakes with my daughter Dani, scaled it to a national brand, and sold it to Hickory Farms in a multimillion-dollar deal.

But even with all of that success, reinvention kept knocking. And most recently, it came in the form of heartbreak—a relationship that ended abruptly and left me reeling. At 60, I had every reason to slow down. Instead, I packed my bags and flew to Paris.

My Latest Chapter

I spent two months walking the city, writing, crying, healing. And somewhere between the cobblestones and cafés, I realized: I wasn’t broken—I was becoming. This wasn’t the end of my story. It was the start of the most honest one yet.

And that’s when The Reinvention Project™ was born.

Why It Exists

I created this for the women like me—the ones who’ve lived a few lives already, who’ve given everything to everyone else, and now find themselves asking:
“What about me?”

This isn’t just another program. It’s a real, raw, community-powered movement for women 45+ who are ready to finally choose themselves. Whether you’re navigating a loss, a transition, or simply that quiet voice inside saying “I want more,” this space is for you.

Inside The Reinvention Project™, we mix mentorship, self-discovery, storytelling, and challenge. We lift each other up, speak truth, and take action. It’s not about changing who you are—it’s about becoming who you were always meant to be.

This Is Only the Beginning

If there’s one thing I’ve learned through all the pivots, breakdowns, and breakthroughs, it’s this:

Reinvention doesn’t come with instructions. It comes with courage. And maybe a hot cup of Dunkin’.

I didn’t create The Reinvention Project™ because I had it all figured out. I created it because I lived it—and I know how powerful it is to be seen, supported, and surrounded by women who refuse to settle for anything less than extraordinary.

So if you’re standing at your own crossroads, wondering if it’s too late to start over, let me be the one to tell you:

It’s not too late. It’s never too late.

Your next chapter is calling—and I’ll be right here, cheering you on every step of the way.

Because life didn’t break you — it defined you.