Wellness Marketing 101

Episode 17: Clarity, Confidence & Clients: How Caitlin Durning Grew a Values-Aligned Business

In this episode of Wellness Marketing 101, I sit down with social media marketing expert and entrepreneur Caitlin Durning. Caitlin shares her journey of building her own successful agency, Meraki Media Management. She talks candidly about the challenges of starting a business young, the importance of choosing the right clients, and why clarity in your offers is crucial for growth.
 
Together, we dive into:
How Caitlin’s early win with a viral nonprofit campaign sparked her entrepreneurial journey

Why marketing should not be an afterthought for business owners

The value of not taking on every client—and how to know who’s right for you
Personalizing packages and social media strategy based on client goals

Why visibility and strong referral networks are essential in today’s marketing world

The 12-touchpoint rule and how social media accelerates brand awareness
Building a team without micromanaging and creating a positive company culture
The emotional work of being a CEO and learning to hold space for clients and team members
Tips for entrepreneurs who are just starting out (hint: give yourself grace)
Connect with Caitlin:
IG: @meraki_media_management
TikTok: @meraki_media_management
Website: https://www.merakimediamanagement.com/
The End in Mind Podcast: https://podcasts.apple.com/us/podcast/the-end-in-mind-personal-development-for-entrepreneurs/id1550833764
 
 

Episode 16: Healing from the Core: Juliette Gamble on Nervous System Regulation, Somatic Tools & Empowering the Next Generation

In this inspiring episode,I sit down with Juliette Gamble—an educator, counselor, vibrational healing practitioner, and founder of Heal from the Core. Juliette shares her journey from an Ivy League graduate on an unconventional path to someone who found healing and purpose through breathwork, TRE (Tension and Trauma Releasing Exercises), and Kriya Yoga.
 
What We Talk About:
Healing chronic illness and trauma through somatic tools
How losing a child led Juliette to a deeper spiritual awakening
Bikram yoga as a gateway to presence and transformation
Breaking free from societal scripts (and standardized tests!)
How to help young people rediscover their passion and inner compass
Why regulation, not talk therapy, is often the missing link in healing
How trauma gets stored in the body—and how to release it safely
Teaching kids to feel safe, seen, and heard in a disregulated world
Creating more somatic-informed schools and communities
Juliette’s “bottom-up” method: from sensation to awareness to integration
The mission behind Heal from the Core and why self-regulation is at the heart of healing
Connect with Juliette:Website: https://www.healfromthecore.com/
Email: healfromthecore@gmail.com
 
 

Episode 15: Coaching, Chaos & Creating Legacy with Jordan Hobert

In this episode, I sit down with Jordan Hobert — coach, consultant, and founder of It’s All Connected Coaching and Consulting. Jordan shares his unique career path from working with the Philadelphia 76ers to launching his own coaching business. He talks about how the pandemic disrupted his trajectory, inspired a pivot into real estate, and ultimately led him to discover his passion for mentorship and youth coaching.
 
Together, we discuss:
Jordan’s transition from corporate life to entrepreneurship during the pandemic
How to find opportunity in chaos
The overlap between sports, leadership, entrepreneurship, and human development
Why purpose and service should drive your business
The power of showing up for others, on and off the field
What “win now” really means—and how it can help you break through fear
Why emotional awareness and mental adaptability are entrepreneurial superpowers
The challenges of starting a business that didn’t exist before—and how Jordan built it from scratch
How self-care, rest, and strategic thinking are essential to sustainable growth
 
Whether you're a coach, entrepreneur, or someone navigating change, this episode offers insight into using life’s disruptions to build something meaningful.
 
Connect with Jordan:
Instagram: @coach.jordanholbert; @vaux.cougars.football
LinkedIn: https://www.linkedin.com/in/jordan-holbert-6b13332a/
Website: https://www.connectedcoachingandconsulting.com/

Episode 14: Self-Care, Scoliosis & the Power of the Hot Room with Chalise Saunders

In this episode of Wellness Marketing 101, I’m joined by Chalise Saunders— a Bikram yoga teacher, wellness advocate, and an amazing individual altogether. Chalise shares her incredible journey of starting yoga at age 12 to manage scoliosis, and how it ultimately became her path to physical, mental, and emotional healing.
 
We talk about:
How yoga helped her overcome chronic pain and manage mental health
What makes Bikram yoga uniquely transformative
Her approach to teaching more “advanced” yoga postures in an accessible way
The role of nutrition, discipline, and self-care in a sustainable wellness lifestyle
Why coachability, not flexibility, is the key to progress

Episode 13: From Neuroscience to Consumer Behavior with Michelle Niedzela

In this episode, I sit down with Michelle Niedzela, a neuroscientist turned consumer behavior researcher and founder of Nerdoscientist. With over a decade of experience bridging neuroscience, psychology, and marketing, Michelle shares her fascinating journey from academia to industry and eventually entrepreneurship.
 
What You'll Learn:
 
Michelle’s path from a double PhD program to launching her own consulting business
Why she moved from clinical psychology to neuroscience, and later into the world of product development
The role of behavioral science in shaping how consumers experience products
How internal (biological) and external (environmental) factors influence decision-making
Why she is NOT a fan of the term "neuromarketing" and the myths behind the "buy button in the brain"
How small businesses can apply behavioral science tools ethically and affordably
The value of being an external advocate or "subject matter expert" when making research-based decisions
 
Key Takeaway:
Even with limited resources, entrepreneurs can apply behavioral science by focusing on thoughtful, ethical design choices and validated research tools that respect consumer autonomy.
 
Ethics in Neuroscience & Marketing:
Michelle highlights the importance of transparency and validation in research methods. She challenges the hype around neuromarketing and advocates for using neuroscience to inform—not manipulate—consumer decisions.
 
Here are two ways to connect with Michelle:
 
LinkedIn: https://www.linkedin.com/in/michelle-niedziela-phd-b581a712/
Visit her website: https://www.nerdoscientist.com/
 
Michelle is also on the executive board of Bescy Philly chapter (https://www.bescy.org/) in case you would like to stay up to date with behavioral science workshops and events organized by your local Bescy chapter. You can also follow the organization on LinkedIn (https://www.linkedin.com/company/bescy/).

Episode 12 Building a brand-aligned team: the importance of training your employees about your brand values as you scale your business

In this episode, I tackle an often overlooked but crucial topic: the difference between internal and external branding—and why both are essential for solopreneurs and growing teams alike.
 
What You’ll Learn:
What internal branding actually means and how it influences the customer experience
Why training employees in brand values prevents future crises
How to build a consistent brand reputation from the inside out
Real-world brand backlash examples (like United Airlines) and what small businesses can learn from them
How solopreneurs can prepare now to scale with integrity and brand alignment
 
 Key Takeaways:
Internal branding = culture and training. It ensures your team delivers experiences aligned with your values.
A poorly trained employee can cause massive brand damage—even outside of work hours.
Proactive internal branding helps avoid costly mistakes and builds long-term trust with customers.
Even if you're a team of one now, set the foundation early for consistent brand delivery as you grow.

Episode 11: Why Luck Does Matter in Business—and How to Invite More of It

This episode explores something most business podcasts won’t talk about: the role of luck in entrepreneurship. From securing scholarships to getting into college to chance encounters that shaped my academic and professional careers—I reflect on how “small wins of luck” have opened doors for me (while shutting ones that probably weren’t right), and how you can position yourself to receive more of them.
 
What You’ll Learn:
Why luck and hard work both play a role in entrepreneurial success
How a simple error in a college admissions office nearly changed Boryana’s life path
The unexpected ways people, timing, and opportunities shape your journey
What it means to “create your own luck” by showing up and staying ready
Why trusting in the process (and a little faith) matters—especially during uncertain times
Key Takeaways:
Luck isn’t random—it often rewards preparation, persistence, and presence
Your network and small interactions can have a massive long-term impact
Faith, mindset, and resilience are just as vital as strategy in business
Delays or rejections may be blessings in disguise—timing is everything

Episode 10 How to manage your expectations as an entrepreneur to feel truly accomplished

Running a business, parenting, and possibly holding down a full-time job? You’re not alone—I am right there with you! This episode will help you better navigate the overwhelm and avoid burnout.
 
What You’ll Learn:
Why unrealistic expectations lead to disappointment and burnout
How to be honest about your time and energy as a solopreneur
The importance of factoring in self-care and flexibility into your schedule
How yoga, rest, and self-compassion support business productivity for me
Practical examples from my day-to-day balancing act as a business owner, professor, and parent\
 
Key Takeaways:
You can’t do it all—and that’s okay. Set realistic goals to avoid frustration.
Self-care is non-negotiable. It’s not a luxury—it’s a long-term business strategy.
Feeding kids might take 30 minutes… or 90. Plan for life’s unpredictability.
Be flexible. Adjust your to-do list daily based on your actual bandwidth.

Episode 9 Why Staying True to Your Expertise Attracts the Right Clients

What You’ll Learn:
Why being a Jack-of-all-trades hurts your brand and confuses your ideal customer
The importance of focusing on your area of expertise in marketing
Real-world business analogies from GoPro, Garmin, and energy drink brands
A personal story from my days as a college swimmer—and what it taught me about business focus
How targeting too broadly leads to wasted time, effort, and content marketing burnout
Key Takeaways:
Confusion is your biggest enemy. If your ideal customer isn’t sure what you do or who you serve, they won’t buy.
It’s better to start small and specific, then scale your business strategically.
Don’t "throw spaghetti at the wall" with your messaging—clarity and consistency win every time.

Episode 8 What is Social Identity Marketing (And How to Use It for Your Wellness Brand)

In this episode of Wellness Marketing 101, I break down social identity theory and how small health and wellness businesses can use it to build stronger, deeper connections with their ideal customers. Drawing from my academic background and real-world entrepreneurial experience, I explains how identities—like being a mom, an athlete, or an immigrant—influence buying behavior, and how businesses can align their messaging to resonate authentically with their ideal customers.
 
What You’ll Learn:
What social identity theory is and why it matters in marketing
How people form multiple identities throughout life
How to uncover the identities that drive your customers' decisions
Real-world brand example: how Bumbleride strollers speak to both eco-conscious and athletic moms
The power of messaging: tailoring your language to the motivations behind your customer’s identity
The importance of market research in understanding your audience's "buying identity"
Key Takeaways:
Consumers buy through the lens of identity—learn which one your brand taps into.
You can (and should) speak to overlapping identities (e.g., mom + athlete + environmentalist).
Different customer motivations (want to look good/feel good vs. a medical problem) require distinct messaging strategies.