When something isn’t fruitful, it leads to
low motivation and slips down in list of priorities. I get the impression her app is crap and is a drain on her resources and it isn’t paying off for her. Granted these things take time, but unless you have an endless pot to keep things afloat, you’d lose interest. Which is how she’s behaving with her endless holidaying, days off mid week, last minute adjustments etc.
she should really fold it in and go back to being a good PT and find fulfilment elsewhere other than social media.