In this episode, Natalie is joined by Angie Lee, co-founder of Soul, to unpack her journey of building a direct-to-consumer (DTC) wellness brand. From humble beginnings as a CBD tincture company to an expansive product line that now includes gummies, microdose THC products, drops, and so much more, Angie shares the lessons learned along the way.

Get ready for a masterclass in e-commerce as Angie dives into all the levers they pulled to really get the business off the ground — from leveraging community-driven strategies to pivoting based on customer feedback. She also offers actionable insights into partnerships, marketing, and scaling a DTC brand while staying profitable and purpose-driven.

Whether you’re an entrepreneur in the wellness space or simply looking for inspiration on building a business from scratch, this episode is packed with gems.

TIMESTAMPS

00:00 Introduction: Natalie welcomes Angie Lee, co-founder of Soul, to discuss building a thriving DTC wellness brand.

00:26 From CBD tinctures to a diverse product line, how Soul evolved by listening to customer needs.

03:03 The importance of staying flexible in product development and pivoting for growth.

04:57 Community-driven strategies and how Angie leverages customer feedback to build raving fans.

07:50 Early challenges in funding, product development, and building a foundation for long-term success.

11:33 Marketing that works, the power of partnerships, co-collaborations, and customer-centric campaigns.

13:57 The Founder's role in scaling while balancing creative input and operational strategy.

19:16 Finding your niche and building a brand identity that resonates with your audience.

24:42 Lessons learned and why simplicity and focus are key to success in e-commerce.

30:07 Staying profitable in a competitive DTC space with tips for sustainable growth.

34:43 Final reflections and Angie’s advice for building a purpose-driven, profitable brand.

RESOURCES + LINKS

Use this link for a discount on Soul products.

Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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In this soul-inspiring episode, Natalie welcomes Sarah Jenks, a priestess, entrepreneur, and advocate for women stepping into their fullest selves. Together, they explore the journey from conditioned expectations to authentic living, the erasure + resurgence of the sacred feminine, and how ceremony can unlock untapped potential. Sarah shares her personal story of evolution — from an advertising executive to an emotional eating coach to a fully expressed priestess — and how embracing her path led to profound transformation in her marriage, motherhood, and business.

This episode’s candid reflections include navigating the fear of judgment, balancing motherhood with ambition, and building a niche business in a non-traditional field. If you are looking to align your business with your passion + create lasting impact while staying true to yourself, this episode is for you.

What You’ll Learn in This Episode:

TIMESTAMPS

00:31 - From advertising to emotional eating: Sarah's early career story.

02:26 - Building a successful business while feeling unfulfilled inside.

05:00 - The transformative power of ceremony and meeting your soul.

11:12 - Motherhood as a spiritual awakening and breaking free from conditioning.

19:59 - The erasure of the sacred feminine in history and its impact today.

27:23 - What ceremony is, and how it creates space for divine connection.

37:27 - Turning an unlikely path into a career: From priestess training to entrepreneurship.

43:40 - How to weave sacred practices into your business.

51:13 - Navigating marriage, motherhood, and authenticity in tandem.

55:02 - Advice for anyone feeling stuck in a life that doesn’t resonate.

RESOURCES + LINKS

Join Sarah’s retreat, Emerge here.  

Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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Welcome to the first episode of 2025! Join Natalie + Lindsay as they reflect on their biggest lessons from 2024 + dive into how to redefine freedom in business while staying aligned with your values. This episode unpacks how freedom evolves over time, how Maslow's Hierarchy applies to entrepreneurship, and why your work is not your worth. The conversation is filled with practical insights on goal-setting, anti-goals, managing a lean team, and creating a sustainable and joyful business. Plus, hear about the exciting launch of the Bossbabe Planner (in Walmart stores now… what a freaking pinch me moment!) and how it can help you map out a fulfilling + intentional year.

What You’ll Learn in This Episode:

TIMESTAMPS

00:00 – Intro

00:13 – Kicking off 2025 with reflections on 2024 and setting intentions for the new year.

01:04 – The surprising results of 2024: How Bossbabe achieved its highest revenue and profit year without making it the primary goal.

01:57 – The power of saying no: Cutting non-essentials and focusing on what moves the needle.

03:19 – Lessons learned in hiring, firing, and aligning your team with your values.

04:57 – Why you don’t need a big team to run a successful business — simplicity is key.

07:47 – Navigating cancel culture and embracing confidence in setting high standards.

09:43 – Why authenticity and alignment are more important than ever in online business.

12:37 – The importance of building a freedom-based business that prioritizes alignment and integrity.

16:12 – Personal reflections from Natalie: Balancing motherhood, business, and personal growth.

18:33 – How Maslow’s Hierarchy applies to entrepreneurship: From survival to true freedom.

22:31 – The magic of white space: Why clarity often comes from slowing down and creating space.

27:09 – Freedom redefined: Choosing how you work today to create a life you love tomorrow.

28:34 – Why freedom is more about mindset than money — and how to break free from “moreness.”

31:28 – Your work is not your worth: The mindset shift every entrepreneur needs.

37:43 – Behind the scenes of the Bossbabe Planner: Why it’s the ultimate tool for intentional goal-setting.

45:12 – The importance of planning: How laying out your year helps you avoid reactivity and overwhelm.

49:39 – Wrapping up: Creating a proactive, intentional year and prioritizing what truly matters.

RESOURCES + LINKS

Get Your Bossbabe x Bly Sky Planner Here.

Sign Up For Our Free Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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bossbabe: @bossbabe.inc

Natalie Ellis: @iamnatalie

Lindsay Roselle: @lindsayroselle 

In this episode, Natalie is joined by Bethany McDaniel, founder of Primally Pure, a clean beauty brand rooted in ancestral wellness principles. From experimenting with homemade natural deodorant to leading a company with over 100 employees, Bethany shares her journey of building a thriving business while balancing motherhood. They dive deep into the science of tallow-based skincare, the challenges of scaling a direct-to-consumer brand, and practical insights on diet, self-care, and creating a sustainable lifestyle.

Natalie and Bethany also share details on how they integrate their own wellness practices into their daily routines. This episode is packed with actionable tips for business owners, moms, and anyone curious about clean beauty, holistic living + building a product brand from scratch.

TIMESTAMPS

00:00 – Natalie introduces Bethany McDaniel and shares the story behind Primally Pure’s creation.

01:11 – Bethany discusses the origins of her brand and how her passion for clean skincare evolved from her personal struggle with acne.

02:53 – The pivotal role her family’s regenerative livestock farm played in inspiring her clean beauty formulations.

05:14 – Bethany and Natalie reflect on the challenges of acne, societal norms, and uncovering the deeper root causes of skin issues.

06:30 – The virality of tallow as a skincare ingredient and its ancestral roots.

08:36 – The rise of clean beauty trends + addressing misconceptions about tallow’s impact on skin.

12:25 – Bethany’s assistant’s skincare journey + the connection between gut health, acne, and the role of functional medicine.

17:18 – Scaling an e-commerce brand: influencer marketing, affiliate programs, and the transition to paid ads.

20:10 – Behind-the-scenes of Primally Pure’s rebrand and the focus on sustainability.

24:34 – Bethany’s decision to go all-in on the business while balancing motherhood and family.

26:50 – The evolution of Bethany’s role within the company and how stepping back as CEO allowed her to focus on her strengths.

29:03 – Navigating the balance between business and motherhood and finding alignment through seasonal shifts.

34:00 – Diet, ancestral living, and the contrast between the American diet and European standards.

38:27 – Raw milk and the resurgence of traditional food practices.

39:34 – A day in Bethany’s life: homeschooling pods, wellness practices, and her flexible work schedule.

44:31 – Bethany’s skincare routine and the power of evening rituals.

47:09 – Primally Pure product recommendations for clean beauty beginners and an exclusive code for listeners.

RESOURCES + LINKS

Visit the Primally Pure Website - Use Code “BOSSBABE” For A Discount.

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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In this deeply moving episode, Natalie sits down with her friend + Founder of National Angels, Susan Ramirez. National Angels is a non-profit organization dedicated to transforming the foster care experience for children, youth, and families across the United States. Bossbabe has been a supporter of National Angels for years, deeply moved by the organization’s mission and Susan’s dedication to creating change in the lives of our most vulnerable population - children.

Ahead of the holidays, Natalie and Susan share stories of hope, resilience, and transformation that will leave you inspired + maybe a bit emotional. Susan shares her journey of leaving corporate America to pursue this calling, how National Angels is rewriting the future for foster children, and the life-changing power of mentorship and community.

Whether you're looking for inspiration, ways to give back this season, or a reminder of the impact we can create when we come together, this is an episode you can’t miss.

TIMESTAMPS

00:00 – Welcome + Introduction of Susan Ramirez.

00:29 – Why Natalie has been supporting National Angels for years and why this cause is so close to her heart.

01:55 – Susan’s story: From climbing the corporate ladder to discovering her life’s purpose.

03:36 – The devastating realities of foster care and the ripple effects across society.

07:06 – How Susan piloted her first program and transformed one family’s life.

10:05 – Jonathan’s story: From failing grades to football stardom through mentorship.

13:05 – How National Angels grew from a local initiative to a national movement.

15:34 – The business of non-profits: Running National Angels with strategy, leadership, and purpose.

17:34 – Susan’s faith-driven decision to leave corporate America and lead National Angels.

19:34 – Burnout, leadership struggles, and Susan’s transformative soul adventure in Sedona.

24:46 – Reclaiming her purpose and creating healthier boundaries as a leader.

27:19 – Teaching self-efficacy: Susan’s powerful lessons on intentional parenting and mentorship.

29:15 – Balancing the emotional weight of foster care work with hope and resilience. 

32:03 – Abel’s story: A marathon, mentorship, and a life-changing surprise.

35:40 – The power of words: How encouragement changed one foster youth’s life forever.

37:10 – How you can get involved: Donate, volunteer, or mentor a child through National Angels.

39:22 – The tangible impact of donations and the ripple effects of supporting this mission.

41:22 – How the Bossbabe community can step up and support National Angels.

42:29 – Volunteer and mentorship opportunities: How you can make a lasting difference.

45:13 – Susan’s advice to her younger self: “Keep going—every hard moment is worth it.”

RESOURCES + LINKS

Use this link to donate to National Angels + participate in Bossbabe’s Matching Campaign.

Learn more about the National Angels Non-Profit + learn how to volunteer in your area.

Learn more about Austin Angels, the Founding Chapter of National Angels

Documentaries mentioned in the episode: Transforming Foster Care + Abel’s Surprise at the Finish Line

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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In this long-overdue and first-ever public conversation, Natalie sits down with Alex Wolf, the original creator of Bossbabe, to unpack the untold story of the brand that changed everything. For the first time, they share the raw truth behind the creation of Bossbabe, its explosive rise, and how a simple idea became a global movement that inspired millions of women.

Together, they reveal what it took to build this iconic brand, the challenges they faced along the way, and why Alex decided to step away from the spotlight while Natalie scaled the business. This episode is packed with candid confessions, deep reflections, and insights into what really happened behind the scenes.

If you think you know the story of Bossbabe, think again. This is the episode you didn’t know you were waiting for.

TIMESTAMPS

00:00 Introduction: The first conversation in seven years—why it took so long

00:43 The Bossbabe Origin Story: From dropout to visionary—how Alex turned an idea into a movement

03:13 The Birth of Bossbabe: The moment Alex realized “Bossbabe” was the next big thing

07:06 Making Money at 22: Babysitting, coding, and building digital subscriptions before it was trendy

11:32 Passing the Baton: How Natalie stepped in as CEO and took the brand global

18:23 The Acquisition Drama: Clearing the air on rumors and the truth behind Natalie taking ownership

25:19 Identity Crisis: The emotional toll of early success and stepping away from the spotlight

29:33 Cultural Impact: How Bossbabe sparked a global movement for ambitious women

41:34 Predictions for the Future: What’s next for branding, tech, and social media

54:35 Avoiding Burnout: Why selling views is a trap and building a brand is the ultimate strategy

01:01:46 Healing and Transformation: Turning pain into power—how Bossbabe became a lifeline for so many

RESOURCES + LINKS

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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In this episode, Natalie and Alex share their own experiences of identity shifts, friendship dynamics, and releasing relationships that were no longer serving them. They talk through the sometimes uncomfortable—but ultimately freeing—process of letting go of the need to be liked by everyone.

From shedding layers of societal expectations to cultivating meaningful relationships rooted in authenticity, this episode unpacks how embracing discomfort and setting boundaries can lead to deeper connections and more aligned friendships. 

If you’ve ever felt like you’re walking on eggshells, holding back your truth to keep the peace, or struggling to navigate the grief of losing friendships, this episode will leave you feeling seen, understood, and empowered to put yourself first.

TIMESTAMPS

00:00 – Introduction: Nashville trips, the joy of spontaneous plans, and finding Gilmore Girls energy in Franklin.

09:30 – The appeal of Franklin: Reflecting on the lifestyle, climate, and the idea of a long-term home.

13:30 – Shedding the “shoulds”: How motherhood shakes up identity and helps you rediscover your core.

19:15 – Commitment-phobes unite: Natalie’s surprising journey from non-committal to rooted.

24:10 – Speaking your truth: Breaking free from people-pleasing and embracing discomfort in relationships.

29:50 – Losing friendships: The grief, growth, and reframing what success looks like in relationships.

35:20 – Walking on eggshells: Why it’s okay to let go of dynamics that drain you and the liberation of saying no.

41:10 – Cultivating meaningful relationships: Identifying who energizes you versus who depletes you.

46:30 – The power of intention: How to set boundaries in friendships and create a close-knit, supportive circle.

52:00 – Productivity myths: Why slowing down and doing less can fuel creativity and alignment.

58:45 – Navigating friendships post-motherhood: Why texting back doesn’t define your relationships.

1:05:30 – The importance of presence: How to enjoy small moments and release the pressure of “habit stacking.”

1:12:00 – Final reflections: Raise your standards, stop settling, and step into 2025 with intention and clarity.

RESOURCES + LINKS

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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Natalie and Lindsay dive into surprising data about modern parenting, revealing how working mothers today spend MORE time with their kids as stay-at-home moms did in the 1970s. They explore how societal shifts, multitasking, and parenting expectations shape modern family life and what this means for entrepreneurs balancing business and motherhood. The conversation also uncovers the importance of nervous system regulation for business owners, how to build calm companies, and predictions about the impact of AI on the influencer world and mental health.

TIMESTAMPS

0:13 - Unpacking a tweet that sparked the conversation: Why working mothers today spend more time with their kids than stay-at-home mothers in past decades.

2:08 - The cultural shift in parenting expectations and the rise of “helicopter parenting.” Why unstructured playtime matters for mental resilience in children.

6:22 - How changes in safety, living environments, and social norms have impacted modern parenting styles.

8:45 - Finding balance on weekends: How to create space for both personal fulfillment and family connection.

10:14 - Setting boundaries around technology: Modeling healthy phone use and managing screen time for kids.

13:47 - Breaking the comparison trap: The impact of social media on parenting guilt and societal expectations.

16:03 - Multitasking as a modern mother: Navigating the overlap of work, parenting, and personal time.

19:49 - Recharging as a parent and entrepreneur: The value of unstructured “void time” and building it into your life.

25:47 - Reclaiming community: What we can learn from past generations about building support systems.

33:14 - The practice of nervous system regulation: Why calm leadership is a superpower for entrepreneurs.

39:40 - Lessons from experience: Natalie shares how to stay steady under pressure and manage stress effectively as a leader.

48:04 - The concept of “good enough”: Knowing your limits in parenting and business to avoid burnout.

55:38 - The future of AI influencers: Predictions on how AI could shape the creator economy, parenting comparisons, and mental health.

1:05:04 - Protecting mental health in the age of AI and preparing kids for the challenges of an increasingly digital world.

1:09:15 - Introducing the CEO Mama Membership: A supportive space for entrepreneurial moms to find tools, resources, and community for balancing business and motherhood.

RESOURCES + LINKS

Join the free CEO Mama Newsletter “Unfiltered” here.

Fill out the CEO Mama Membership founding member application here.

Resources mentioned in this episode:

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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Get ready to experience what it feels like to be in The Société membership as you listen to this episode. We’re dropping the recording from this month’s membership Q&A Call where Natalie and Lindsay answer relatable entrepreneurship questions from our members, and provide actionable advice on social media growth, maternity leave planning, hiring and managing your team, and so much more.

Some of the questions covered are: 

"What’s the balance between posting frequently (on Instagram) and prioritizing meaningful content that aligns with my values?"

"I have two team members but no clearly defined roles or job descriptions. How do I create clarity and avoid confusion?"

"How do you determine how long cart open periods should be, and what are the advantages of short versus long windows?"

Whether you're looking to build a sustainable business, make key pivots, or balance entrepreneurship with motherhood, this episode embraces it all + gives strategies to take your next steps confidently. You’ll also hear about the incredible milestone of Bossbabe hitting $10 million in membership revenue and why Natalie didn’t listen to the advice she was given when she started the membership 7 years ago. 

TIMESTAMPS

03:10 – Celebrating $10M in membership revenue: reflections on one year of the revamped Société

07:00 – How to transition your ideal customer and say no to non-aligned clients

09:50 – Starting small: creating job roles and managing priorities for your first hires

15:45 – Social media growth: balancing aesthetics, content volume, and authentic storytelling

25:30 – Planning for maternity leave: cash flow forecasting, dialing back operations, and maintaining profitability

32:40 – Choosing a personal brand vs. business brand: lessons from Natalie and other top entrepreneurs

45:00 – Building predictability in sales for product-based businesses: bundling, seasonality, and subscriptions

54:45 – Freedom in business: why scaling isn’t always the answer and how to align your business with your current season of life

RESOURCES + LINKS

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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In this episode, Lindsay introduces the topic of reparenting—a powerful piece of motherhood for ambitious moms to be aware of. Inspired by a conversation between Natalie Ellis and Nakea Homer, Lindsay reflects on how childhood patterns like people-pleasing and overachieving show up in our parenting, relationships, and even our businesses.

If you’re feeling like you’re on the verge of burn out or are misaligned doing the juggle of business and motherhood, this episode will help you explore how reparenting your inner child can transform your approach to motherhood and business. Lindsay also shares her personal journey and simple ways to get started with this inner work.

What we cover:

TIMESTAMPS

00:44 – The pivotal question Nakea asked her daughter and the surprising answer

01:41 – How ambitious mothers often approach parenting like business goals

02:34 – The wake-up call: Are we self-abandoning in our efforts to “do it all”?

03:03 – What is reparenting, and why it is crucial for ambitious mothers

04:30 – Childhood patterns that impact business and personal relationships

06:08 – Burnout in business: Is it the business—or inner child wounds?

08:46 – Lindsay’s personal story of achieving for validation in childhood

10:42 – How to begin reparenting: Gentle steps to guide your inner child

12:53 – Why this work is foundational to success as an ambitious mama

16:26 – Closing thoughts: Inner work transforms every layer of your life

17:17 – CEO Mama Membership announcement

RESOURCES + LINKS

Fill out the CEO Mama Membership founding member application here.

Listen to the full episode with Nakeia Homer here.

Join The Société: Our Exclusive Membership To Help You Build A Freedom-Based Business.

Sign Up For Our Weekly Newsletter & Get Insights From Natalie Every Single Week On All Things Strategy, Motherhood, Business Growth + More. 

Learn Natalie’s Proven Method for Building a Profitable, Predictable, Freedom-Based Business and Get Back to WHY you Became an Entrepreneur in this FREE 90-Minute Training.

Drop Us A Review On The Podcast + Send Us A Screenshot & We’ll Send You Natalie’s 7-Figure Operating System Completely FREE (value $1,997) 

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