Wellness Marketing 101

Boryana Dimitrova
  • 0.0 (0)
  • MARKETING

Welcome to Wellness Marketing 101. I’m Boryana — a marketing professor, mom of three, and a passionate advocate for all things health and wellness. I’m also the founder of Black Sea Advanced Marketing Solutions, where I help entrepreneurs build purpose-driven businesses in order to connect authentically with their ideal customers on a deeper level.  Wellness Marketing 101 is the podcast for you if you’re an entrepreneur and want to know where to start with marketing. I’ll guide you with simple, clear, and actionable steps to help you build a rock solid foundation and grow your business organically by attracting the right for you customers. I also share personal experiences that have taught me valuable lessons that I can now apply to building my own business while also helping others do the same. Last, but not least, entrepreneurship isn't for the faint heart. Sometimes we are so deep in the hustle that we forget to take care of ourselves to be able to keep pouring into everyone and everything around me. I have therefore made it a purpose of mine to not only set time aside for self-care but also remind others they should do the same so they avoid burnout and stay sane on this crazy journey.

  1. 5D AGO

    Episode 54: From Meal Prep to Movement: Building a Wellness-Focused Food Business with Dean D’Angelo

    If you’ve ever wondered how to stand out in the crowded food and wellness space, this episode is for you.   I sat down with Dean D’Angelo, founder of Horseman Wellness Club in Philadelphia, a one-of-a-kind concept where everything is grass-fed, thoughtfully sourced, and cooked with intention.   What started as simple meal prep for athletes turned into a thriving business rooted in quality, community, and purpose.   Dean shares his unconventional journey-from working in restaurants and funeral homes to building a brand trusted by athletes, fighters, and health-conscious customers. This conversation goes beyond food. It’s about discipline, relationships, and creating something meaningful in your community.   In This Episode, We Cover:   Dean’s journey from college dropout to business owner How a failed opportunity led to a breakthrough Why sourcing and supplier relationships matter more than ever The gap in nutrition for athletes (especially in college) How community and word-of-mouth built his business The story behind the name “Horseman Wellness Club” His connection with MMA and UFC fighters The role of discipline in both business and health Why convenience is key in wellness businesses His vision for expansion and giving back through a nonprofit   Key Takeaways:   Your story is your strongest marketing tool Quality and transparency build long-term trust Community is the foundation of sustainable growth Wellness is more than fitness-it’s food, mindset, and environment You don’t need everything figured out, just start and adapt   Connect with Dean: 📍 Location: 1801 S 4th St, Philadelphia 🥩 Dine-in, takeout & meal prep available 📍Meal prep also available at The Bunker Fitness Center, 2 S Black Horse Pike, Blackwood, NJ 08012 📲 Instagram: @horsemanwellnessclub   If You Enjoyed This Episode: Share it with a fellow entrepreneur and leave a quick review. It helps more small businesses find us

    39 min

  2. APR 2

    Episode 53: Building Community & Systems for Small Business Success with Suzette Melendez

    In this episode of Wellness Marketing 101, I sit down with entrepreneur and community builder Suzette Melendez, founder of Suzette LC and a key member of the team behind Alchemize Fightwear. Suzette shares how her journey from office management to community building, operations, and event planning led her to develop a passion for helping small businesses grow through strategic organization, authentic relationships, and strong communities. The conversation explores what small businesses often miss when it comes to marketing strategy, why community is at the heart of every successful brand, and how entrepreneurs can build systems that support sustainable growth. About the Guest Suzette Melendez is the founder of Suzette LC, where she helps small businesses improve operations through: Strategic organization Standard operating procedures (SOPs) Community management Event planning She also plays an important role in building community for Alchemize Fightwear, supporting women athletes in the Brazilian Jiu-Jitsu community through events, partnerships, and relationship-driven brand building.Key Topics Discussed How Suzette “Dabbled in Everything” Suzette began working as an assistant and office manager before gradually expanding her role into customer service, fulfillment, event planning, and athlete relations. Her curiosity and willingness to learn every part of the business helped her develop deep operational knowledge. What SOPs Are and Why Small Businesses Need Them SOP stands for Standard Operating Procedures—step-by-step processes that help businesses operate efficiently. Suzette explains that many small businesses struggle because they skip structure and strategy, which makes it difficult to scale. The Power of Community in Marketing One of Suzette’s biggest beliefs is that every business should stay rooted in its community. Instead of focusing only on transactions, businesses should: Build relationships with customers Understand their audience deeply Communicate their mission clearly Create meaningful experiences Building Authentic Brand Relationships Suzette approaches athlete partnerships by prioritizing real relationships over transactional sponsorships. Her philosophy: Start with genuine conversations Focus on long-term relationships Support people beyond the product This approach has helped create strong connections within the Brazilian Jiu-Jitsu community. Supporting Women in Jiu-Jitsu The episode also touches on the experience of women training in a male-dominated sport. Through events and community initiatives with Alchemize Fightwear, Suzette helps create spaces where women can: Train confidently Build friendships Support one another Helping Couples Plan Stress-Free Weddings Through Suzette LC, Suzette also offers small wedding coordination services, helping couples who plan their weddings themselves. Her approach focuses on: Organizing vendor communication Managing timelines Overseeing setup and logistics Ensuring the couple can simply enjoy their day Key Takeaways for Entrepreneurs 1. Passion matters. If you can’t clearly explain and believe in your product, it’s difficult for others to support it. 2. Community builds brands. The strongest businesses build meaningful relationships with their customers. 3. Strategy is essential. Growth requires systems, processes, and long-term thinking. 4. Listen to your customers. The best ideas often come from understanding your audience’s real needs. 5. Relationships beat transactions. Whether with customers, partners, or athletes, authentic connections create lasting impact. Connect with Suzette Instagram: @the_slc_method Email: suliymelendez.ops@gmail.com

    33 min

  3. MAR 26

    Episode 52: From CPA to Creative Entrepreneur – Building a Premium Photography Business with Intention with Guest Yoana Vasileva

    In this episode, I sit down with my friend Yoana Vasileva to talk about what it really takes to pivot careers, especially when you’ve invested years into a “safe” and prestigious profession. Yoana shares her journey from tax accountant and CPA to boutique photographer, and the mindset shifts, business strategy, and pricing confidence required to build a creative business the right way. This episode is a must-listen for wellness entrepreneurs who: Feel called toward something more creative Struggle with pricing their services confidently Want to build a business that supports their lifestyle — not consumes it What We Discussed ✨ 1. The Identity Shift: From CPA to Creative Why walking away from a hard-earned certification felt “irresponsible” The emotional weight of investing years into one path How long it really takes to feel ready for change Why it’s okay to evolve ✨ 2. Passion vs. Profit Testing different creative ideas before landing on photography Why enjoyment matters, especially when business gets hard Turning a hobby into a legitimate business ✨ 3. The Truth About Pricing Creative Work Why $100 mini sessions aren’t sustainable The hidden costs of running a photography business Editing time, equipment, taxes, education Calculating your Cost of Doing Business Pricing for your ideal client, not for everyone ✨ 4. Boutique vs. Volume Business Models Working with fewer clients at higher quality Delivering a white-glove experience Avoiding burnout Designing a business around your life (not the other way around) ✨ 5. The Client Experience Matters Making photoshoots fun for kids (yes, even with fart sound buttons!) Creating emotional value, not just pretty pictures Why people invest in memories, not just images Key Takeaways for Wellness Entrepreneurs ✔️ You are allowed to change paths, even after years of investment. ✔️ Your pricing should reflect your expertise, time, and vision. ✔️ Cheap pricing attracts the wrong clients for premium services. ✔️ A business model must support your lifestyle goals. ✔️ Emotional value is what sells, not just deliverables. Connect with Yoana Website: https://www.yoanavasilevaphotography.com/ Instagram: @yoanavasilevaphotography Facebook: Yoana Vasileva Photography If you enjoyed this episode, please: ⭐ Leave a review 📩 Share with a fellow entrepreneur 📲 Follow @blackseams for more wellness marketing insights

    34 min

  4. MAR 19

    Episode 51: From Managed Care to Root Cause: A Holistic Approach to Eye Health with Dr. Britt Parvis

    In this episode of the Wellness Marketing 101 Podcast, I sit down with Dr. Britt Parvis, an ophthalmologist, retina specialist, and founder of Dr. Bright Eyes, to talk about something most of us have never considered:   👉 Eye health is not just about your eyes.   Dr. Britt shares her journey from traditional, system-based medicine to a holistic, root-cause approach to eye and overall health. We talk about:   Why dry eyes can be linked to hormonal imbalances The connection between systemic health and what shows up in your eyes The difference between lifespan and health span Why patients (and doctors) are burning out in the current healthcare model What true healing actually requires Why supplements often don’t work the way we think they do The power of human connection in medicine     If you’ve ever left a doctor’s appointment feeling rushed, dismissed, or without real answers, this episode will resonate deeply.   Key Takeaways ✨ Your eyes can reflect systemic health issues. ✨ Dry eye is often a symptom, not the root problem. ✨ Hormones, nutrition, and inflammation all impact eye health. ✨ The healthcare system is built around disease management, not wellness. ✨ Health span (how well you live) matters more than lifespan alone. ✨ Prevention requires education and personal investment.   About Dr. Britt Parvis   Dr. Britt Parvis is a fellowship-trained ophthalmologist and retina specialist who transitioned from managed care to creating her own holistic practice, Dr. Bright Eyes. She integrates ophthalmology, nutrition science, hormone optimization, and aesthetic treatments to support whole-body wellness.   📍 Based in NJ 📲 Text: 484-EYEBALL (484-393-2255) 📧 hello@drbrighteyes.com 📱 Instagram: @dr.brighteyes Facebook: Dr. Bright Eyes

    26 min

  5. MAR 12

    Episode 50: How Holistic Practitioners Can Build Sustainable, Profitable Businesses (Without Burnout) With Business Strategist Joanna Sapir

    In this episode of Wellness Marketing 101, I sit down with business strategist Joanna Sapir to talk about one of the biggest challenges in the health and wellness industry: burnout. Joanna shares her journey from high school teacher to gym owner to business coach for holistic practitioners and explains why so many talented wellness professionals struggle financially despite delivering incredible results for their clients. Together, they unpack why session-by-session models don’t serve clients or practitioners, how “hope-and-wish” marketing hurts yoga studios and wellness businesses, and what it really means to serve clients more powerfully through structured programs, intentional sales conversations, and long-term transformation. If you’re a holistic practitioner, yoga studio owner, or wellness entrepreneur who wants a business that supports your life, not drains it, this episode is a must-listen. Key Topics Covered Why many wellness businesses burn out even with loyal clients The difference between marketing and sales (and why both matter) Why discounts and free trials don’t convert without a sales process How session-by-session services limit client results What it means to “serve clients more powerfully” How structured programs create better outcomes and more income Why listening, not pushing, is the foundation of effective selling How to pre-qualify clients so you work with the right people Memorable Quotes “Busy is not a badge of honor.” “Selling is really about listening.” “You’re not selling sessions, you’re guiding transformation.” “Hope is not a marketing strategy.” Resources Mentioned Joanna Sapir’s Website: https://joannasapir.com/ Free Resource for Listeners: https://joannasapir.com/lp/systems/ (Includes system recipes for sales, structure, and sustainability) "The One Shift That Took Practitioners From $4K Months to $12K, on Fewer Hours" FREE masterclass on 3/26: https://joannasapir.com/live-masterclass Connect With Boryana Instagram: @BlackSeaAMS Website: https://www.blackseaams.com/ If this episode has brought you any value, insight, or even just a moment of inspiration, I’d be so grateful if you could take a minute to leave a review. Your feedback not only helps others find the show but also keeps me motivated to keep creating. Thank you!

    34 min

  6. MAR 5

    Episode 49: How to Build a Strong Marketing Foundation for Your Wellness Business with Corey Levin

    In this episode of Wellness Marketing 101, I sit down with branding expert Corey Levin, co-founder of Truth & Consequences and CMO of Cage Fury Fighting Championship (CFFC). Corey shares real-world insights from building a nationally recognized branding agency and working with high-profile clients and breaks down what small businesses often get wrong when it comes to marketing. If you’ve recently launched your wellness business and feel unsure where to invest your time and money, this episode will help you build a smarter, more strategic foundation. We Discuss: How Corey co-founded Truth & Consequences after a private equity exit Why employee ownership builds stronger brands The most common marketing mistakes small businesses make Why a “one-channel” marketing strategy doesn’t work The importance of investing in marketing (even with limited budgets) The opportunity cost of doing your own marketing How positioning creates a premium brand perception Lessons from rebranding and elevating CFFC into a UFC talent pipeline Key Takeaways for Wellness Entrepreneurs ✔ Marketing is a system, not a single tactic ✔ Spending money strategically is different from wasting money ✔ Your brand positioning influences who you attract ✔ Alignment between client and agency matters ✔ Visibility requires consistency and intentionality Connect with Corey Email: https://welcometruth.com/ Follow Boryana for more marketing insights: Instagram: @BlackSeaAMS If you enjoyed this episode, share it with a fellow wellness entrepreneur and please leave a review! It helps more small businesses find us.

    33 min

  7. FEB 26

    Episode 48: Bulgarians Do It Better! Gut Health, A2 Milk & the Trimona Yogurt Story with Founder Atanas Valev

    In this episode of Wellness Marketing 101,I sit down with Atanas Valev, founder of Trimona Yogurt, to explore the fascinating story behind authentic Bulgarian yogurt and why it is better for your gut than Greek yogurt. Atanas shares how his journey from Bulgaria to the U.S. inspired him to recreate the traditional tangy taste of Bulgarian yogurt using time-honored fermentation methods and A2A2 milk, sourced from Jersey and Guernsey cows. Together, we dive into the science of gut health, lactose intolerance, fermentation, and the challenges of launching a food brand in a crowded market dominated by Greek yogurt.   Whether you’re a wellness entrepreneur, food founder, or health-conscious consumer, this episode is packed with insight, education, and inspiration.   Key Topics Covered: What makes Bulgarian yogurt different from Greek yogurt The truth about A2A2 milk and digestion Why Bulgarian yogurt is considered the original yogurt Lactobacillus bulgaricus and gut health How Trimona went from a home recipe to Whole Foods & Costco Entrepreneurial challenges in the food industry Why fermentation time matters for probiotics Using yogurt beyond breakfast (soups, savory dishes, baking)   Guest Bio:   Atanas Valev is the founder of Trimona Yogurt, a premium Bulgarian yogurt brand available at Whole Foods, Costco (select regions), and specialty markets across the U.S. Passionate about preserving authenticity, Atanas created Trimona to bring the traditional taste, health benefits, and culture of Bulgarian yogurt to American consumers.   Where to Find Trimona Yogurt: Available at Whole Foods Market, Costco (Southeast region), and select independent & Eastern European grocery stores. Website: https://trimonafoods.com/bulgarian-yogurt/ IG: @trimonayogurt   Enjoyed This Episode? Share it with a fellow wellness entrepreneur Leave a quick review! It helps small businesses grow Follow @blackseaams on Instagram for marketing tips for wellness brands Bulgarian meals you can make with Trimona: banitsa (fillo pastry); moussaka (with potatoes and ground beef); poached eggs; spinach, eggs and feta; green beans; crepes

    38 min

  8. FEB 19

    Episode 47: How to Avoid Burnout as an Entrepreneur: Pull Energy, Leadership & Sustainable Success with Tara Butler Floch

    Burnout is often treated as the price of success but what if it’s actually a sign something is broken? In this episode of Wellness Marketing 101, I speak with Tara Butler Floch, leadership coach and former executive, about why hustle culture is outdated and how entrepreneurs and leaders can achieve better results with less effort and more joy. Drawing from her own experience with executive burnout, Tara introduces the concept of push energy vs. pull energy, explains why constant discipline and hustle drain performance, and shares practical ways leaders can design work and businesses that are sustainable long-term. What You’ll Learn in This Episode Why burnout is not a personal failure, but a system failure The difference between push energy and pull energy Why discipline and hustle are outdated leadership tools How entrepreneurs can stop being “always on” Why doing nothing doesn’t actually restore your energy How to redesign your workday to protect your energy Why joyful work leads to 20% higher productivity How leaders can build teams around strengths instead of job titles Why social media isn’t mandatory for business success How to lead with less effort and better results Key Concepts Discussed Burnout prevention for entrepreneurs Energy management vs. time management Sustainable leadership Willpower fatigue Strength-based leadership Redefining success beyond hustle culture About the Guest Tara Butler Floch is the founder of Broadview Coaching and a leadership coach who works with executives, entrepreneurs, and other coaches to prevent burnout and create sustainable success. After experiencing burnout herself as an executive, Tara now helps leaders redesign how they work—for long-term impact and joy. Connect with Tara 🌐 Website: Broadview Coaching 📧 Email: tara@broadviewcoaching.com 💼 LinkedIn: https://www.linkedin.com/in/tarabutler/   If this episode has brought you any value, insight, or even just a moment of inspiration, I’d be so grateful if you could take a minute to leave a review. Your feedback not only helps others find the show but also keeps me motivated to keep creating. Thank you!

    33 min
See All (54)

About

Welcome to Wellness Marketing 101. I’m Boryana — a marketing professor, mom of three, and a passionate advocate for all things health and wellness. I’m also the founder of Black Sea Advanced Marketing Solutions, where I help entrepreneurs build purpose-driven businesses in order to connect authentically with their ideal customers on a deeper level.  Wellness Marketing 101 is the podcast for you if you’re an entrepreneur and want to know where to start with marketing. I’ll guide you with simple, clear, and actionable steps to help you build a rock solid foundation and grow your business organically by attracting the right for you customers. I also share personal experiences that have taught me valuable lessons that I can now apply to building my own business while also helping others do the same. Last, but not least, entrepreneurship isn't for the faint heart. Sometimes we are so deep in the hustle that we forget to take care of ourselves to be able to keep pouring into everyone and everything around me. I have therefore made it a purpose of mine to not only set time aside for self-care but also remind others they should do the same so they avoid burnout and stay sane on this crazy journey.

Information

  • Creator
    Boryana Dimitrova
  • Years Active
    2025 - 2026
  • Episodes
    54
  • Rating
    Explicit
  • Copyright
    © Copyright 2025 All rights reserved.
  • Show Website
    Wellness Marketing 101

You Might Also Like