Wellness Marketing 101

Boryana Dimitrova
  • 5.0 (3)
  • 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. May 21

    Episode60: Building Community Over Competition with Jessi Sheridan

    In this episode of Wellness Marketing 101, I sit down with Jessi Sheridan, founder of Habituelle, a leadership and community platform for ambitious women. Jessi shares how a pivotal moment during the pandemic sparked the creation of Habituelle, evolving from a storytelling platform into a thriving ecosystem that includes events, coaching, and membership.   We dive into the power of community, why collaboration beats competition, and the mindset shifts women need to grow both personally and professionally. This conversation is especially relevant for women balancing business, leadership, and motherhood. Key Takeaways Community is a growth accelerator Women thrive when they support, not compete with, one another. Abundance vs. scarcity mindset There is enough opportunity for everyone. The right clients will align with you. Mindset is the biggest growth barrier Fear, self-doubt, and the “inner critic” often hold women back more than skill or experience. You don’t have to do it all Delegation, outsourcing, and asking for help are essential for sustainable success. Intentional networking matters Jessi’s events are designed not just to connect people but to actively support women-owned businesses. You can design your life and business Entrepreneurship can create flexibility, especially for moms who want to be present while building something meaningful. Notable Moments How Habituelle grew organically through referrals and shared values Why women sometimes hesitate to support each other—and how to change that The simple mindset shift Jessi uses to quiet self-doubt: “No, thank you.” Balancing motherhood and entrepreneurship without striving for perfection About the Guest Jessi Sheridan is the founder of Habituelle, a community and coaching platform supporting women in leadership and business. Through storytelling, events, and coaching, she helps women grow with intention and connection. Connect with Jessi Website: hhttps://habituelleleadership.com/ Instagram: @habituelle Personal: @jessi.sheridan If you enjoyed this episode, share it with a fellow entrepreneur and leave a quick review, it helps more women find the support they need. Connect with me Instagram: @BlackSeaAMS Website: https://www.blackseaams.com/

    40 min

  2. May 14

    Episode59: How Bikram Yoga Improves Mental Clarity, Discipline, and Self-Awareness with Esak Garcia

    In this episode of Wellness Marketing 101, I sit down with longtime Bikram Yoga practitioner, teacher, and yoga asana world champion Esak Garcia to explore the deeper meaning behind the practice and why so many people turn to the hot room not just for physical fitness, but for healing, mental clarity, discipline, and self-awareness.   I share how I first discovered Bikram Yoga in 2011 while navigating anxiety and panic attacks during my PhD program, and how the practice eventually became an essential part of my life as an entrepreneur, athlete, mother, and educator.   Together, they discuss: The origins and philosophy behind Bikram Yoga Why the heat creates such a transformative mental experience The connection between yoga, spirituality, and self-awareness The role of discipline and ego in the practice Yoga asana competitions and the mindset behind them The difference between fitness-focused yoga and ancient yoga philosophy Why so many athletes are drawn to hot yoga Injury recovery, longevity, and adapting the practice during pregnancy How Bikram Yoga evolves from a workout into a lifelong lifestyle practice   Esak also shares insights into: His journey into yoga through sports and family influence Competing and winning yoga asana championships The philosophy behind healthy competition His E84 teacher trainings and Jedi Fight Club immersions Why technique and consistency matter more than flexibility   Key Takeaways Yoga is as much a mental practice as it is physical. The heat in Bikram Yoga acts as a tool for presence and focus. Flexibility develops over time through consistency and awareness. Self-awareness and self-control are foundational to both yoga and entrepreneurship. Progress in yoga often happens incrementally and requires patience. Healthy competition can inspire growth and self-mastery. Long-term practitioners often describe Bikram Yoga as a lifestyle rather than a fitness trend Books Mentioned Autobiography of a Yogi by Paramahansa Yogananda Yoga Body by Mark Singleton Connect with Esak Garcia Instagram: @esakgarcia Website: https://www.esakgarcia.com/

    1h 1m

  3. May 7

    Episode58: Safe Skincare for Tweens: Building Confidence, Not Damage with Ashley Gould, Founder of The Dew Generation

    In this episode of Wellness Marketing 101, host I sit down with Ashley Gould, founder of The Dew Generation, a skincare brand created specifically for tweens. Ashley shares how her experience as a master esthetician and mom led her to develop gentle, age-appropriate skincare products that prioritize skin health over trends. Together, they discuss the dangers of adult skincare products being marketed to young audiences, the importance of education for both parents and kids, and how brands can truly serve their customers with intention and integrity.   What You’ll Learn: Why most skincare products on the market are not suitable for tween skin The difference between hydration vs. moisture (and why it matters) How overusing acne products can actually damage young skin The 3 essential steps every tween skincare routine needs Why boys should be included in skincare conversations too How Ashley built a brand rooted in education, safety, and simplicity The role of branding and sensory experience in connecting with younger audiences   Key Takeaways: Tween skincare should be simple, gentle, and protective More products ≠ better results Education is just as important as the product itself Confidence starts with feeling good in your own skin—not “fixing” it Strong brands are built with purpose first, aesthetics second   Connect with Ashley Gould: Instagram: @thedewgeneration Email: hello@thedewgeneration.com   Connect with Boryana: Instagram: @blackseaams   Loved This Episode?   If you found this helpful: ⭐ Leave a review 📤 Share it with a friend who’s house hunting 📲 Follow for more marketing and business insights

    36 min

  4. Apr 30

    Episode 57: From Immigrant to Real Estate Expert: Ani Golovko on Resilience, Career Pivots & Smart Home Buying

    What if the best real estate advice you could get… is not to buy? In this episode of Wellness Marketing 101, I sit down with real estate expert and longtime friend Ani Golovko to break down what most buyers and sellers aren’t being told. From navigating high interest rates to understanding your true financial options, this conversation goes far beyond the typical “buy vs. sell” advice. Ani shares how her background in economic consulting and her personal experience as an immigrant and entrepreneur shaped her unique, client-first approach to real estate. Whether you're thinking about buying, selling, or simply planning ahead, this episode will help you make smarter, more aligned decisions.   What You’ll Learn in This Episode   ✔️ How to approach buying a home in today’s high interest rate market ✔️ Why the traditional “20% down” advice is limiting ✔️ Smart alternatives to selling your current home ✔️ How to think about real estate as a wealth-building strategy ✔️ The biggest mistakes buyers make (and how to avoid them) ✔️ When it actually makes sense not to buy or sell ✔️ How to spot a realtor who truly has your best interest in mind   Key Insights   Real estate is more than a transaction, it’s a strategy. Most people focus only on the purchase, but the real value comes from how that decision fits into your long-term financial goals.   There is no one-size-fits-all mortgage. The standard advice you hear is just one option. The right solution depends on your lifestyle, risk tolerance, and future plans.   You may not need to sell your current home. If you have a low interest rate, keeping your property and turning it into a rental could be a smarter financial move.   Clarity creates confidence. The more information you have upfront, the better decisions you’ll make without pressure or regret.   Real Talk: What Most Realtors Won’t Tell You   You don’t always need to buy right now You might be better off keeping your current home There are more financing options than you think A fast sale isn’t always the right sale   Standout Moment   Ani shares how she sold a home in just 11 days in a market where the average was over 100 days by focusing on strategy, preparation, and buyer psychology rather than shortcuts.   Memorable Quotes   “Clarity is what drives decision-making.” “For every situation, there’s a financial product—you just have to find the right fit.” “Sometimes the best advice is: don’t buy.”   About the Guest   Ani Golovko is a real estate professional based in the San Francisco Bay Area, specializing in the East Bay. With a background in economics and financial consulting, she helps clients navigate real estate decisions with a strategic, education-first approach.   Connect with Ani Instagram: @ani.golovko LinkedIn: https://www.linkedin.com/in/agolovko/   Loved This Episode?   If you found this helpful: ⭐ Leave a review 📤 Share it with a friend who’s house hunting 📲 Follow for more marketing and business insights

    49 min

  5. Apr 23

    Episode 56: Breaking Stereotypes in Kids Fashion & Building a Purpose-Driven Brand with Elizabeth Brunner

    In this episode of Wellness Marketing 101, I sit down with Elizabeth Brunner, founder of Stereotype Kids, a purpose-driven children’s clothing brand challenging gender norms and promoting authenticity. Inspired by her twins, Elizabeth created a brand that empowers kids to express themselves freely while also prioritizing sustainability, quality, and inclusivity. From launching during the pandemic to building a movement (not just a brand), this conversation dives into entrepreneurship, conscious marketing, and redefining what it means to grow organically.   What You’ll Learn: How to turn a personal story into a meaningful brand Why kids naturally resist stereotypes and how adults reinforce them The importance of sustainable fashion in children’s clothing How to build a brand without relying heavily on social media The power of storytelling through books, music, and products What it really looks like to grow a business organically Practical self-care strategies for mompreneurs   Key Takeaways: “Kids instinctively know what they love. Adults teach them limitations.” A strong brand goes beyond products, it creates emotional connection Organic growth (word of mouth, PR, podcasts) builds deeper trust than quick wins Sustainability isn’t a trend, it’s a responsibility Self-care isn’t optional for entrepreneurs, it’s foundational   Resources & Mentions: Stereotype Kids website “Me Is All I Want to Be” (book + song)  Connect with Elizabeth Instagram: @stereotypekidsofficial Facebook: Etereotypekidsofficial Website: https://stereotypekids.com/

    32 min

  6. Apr 16

    Episode 55: Betting on Yourself & Building a 6-Figure Brand with AI, Community & Confidence with Samantha Gold, founder of Motette and Atlas Row

    In this episode of Wellness Marketing 101, I sit down with Samantha Gold, founder of Motette and Atlas Row, to unpack what it really takes to launch and scale a successful product-based business as a mom. From leaving a corporate career to building a fast-growing bamboo sleepwear brand, Samantha shares how she leveraged community, AI, and fearless execution to grow quickly, while keeping her operating costs incredibly low. If you’re a wellness entrepreneur or aspiring founder, this episode is packed with actionable insights on marketing, sales, pricing, and mindset.   ✨ What You’ll Learn: Why betting on yourself is the first step to building a successful business How to build in public and co-create with your audience The power of creating an “inner circle” community for product feedback Why sales skills = founder superpower How to use AI tools to scale your business efficiently The truth about PR timelines (and why quick wins are unrealistic) When and why to say NO to clients How pricing impacts the type of clients you attract Why alignment and values matter more than revenue How to balance motherhood, business, and mental health   💡 Key Takeaways: Your skills are transferable, don’t wait to be an “expert” Community-driven brands create loyal, long-term customers AI should enhance, not replace, your creativity Not every customer is the right customer—and that’s okay Boundaries in business = sustainability and success You don’t need a big team to grow, you need smart systems   🛠️ Tools Mentioned: Shopify (eCommerce platform) Faire (wholesale orders) Klaviyo (email marketing) Later (social scheduling) Claude & ChatGPT (content + strategy) SparkToro (audience insights) Overjoy.ai (wholesale outreach) Favorite Quote: “Your skills are completely transferable. You are more capable than you think.”   🎧 Who This Episode Is For: Wellness entrepreneurs Moms starting product-based businesses Coaches and consultants Anyone looking to grow organically with limited resources   Connect with Samantha IG: @shopmotette Website: https://www.theatlasrow.com/

    45 min

  7. Apr 9

    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

  8. 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
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5
out of 5
3 Ratings

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
    60
  • Rating
    Clean
  • Copyright
    © Copyright 2025 All rights reserved.
  • Show Website
    Wellness Marketing 101