Wellness Marketing 101

By Boryana Dimitrova

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 Market

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FAQs about Wellness Marketing 101:

How many episodes does Wellness Marketing 101 have?

The podcast currently has 22 episodes available.

Wellness Marketing 101 episodes:

August 28, 2025Episode 22: From Syria to South Florida – Building a Purpose-Driven Jiu-Jitsu School with Basel Syrawan
In this inspiring episode, I sit down with Basel Syrawan, a Gracie University–certified instructor and founder of Gracie Jiu-Jitsu Boca Raton, to talk about his journey from Damascus to Philadelphia to South Florida, both as an immigrant and an entrepreneur.

Basel shares how losing his father to deportation at a young age forced him into adulthood early, shaped his mindset, and instilled the work ethic that now powers his business. We talk about how his love for jiu-jitsu became more than a passion—it became a tool for empowerment and healing, especially for children.

Whether you’re a wellness business owner, aspiring entrepreneur, or someone who believes in the power of movement and mindset, this episode is for you.

We talk about:
Growing up in Philly after immigrating from Syria
The role of mentors, mindset, and mission in staying the course
How his school stands out in a saturated market full of world champions
What made Basel realize he had to build something of his own
Why he walked away from other industries (restaurants, film, architecture)
How jiu-jitsu taught him how to breathe under pressure—on the mat and in life Building a business rooted in purpose, not just profit
Working with Gracie University and starting a Certified Training Center as a purple belt in jiu-jitsu
Why kids are at the heart of his teaching philosophy
What entrepreneurship looks like when you lead with intention, patience, and faith Advice for anyone scared to take the leap into business
Mentioned in this episode:
Rener and Ryron Gracie (and Victoria Gracie, Ryron’s wife), who are two of the most well-known members of the Gracie family - the family that helped bring Brazilian jiujitsu to global prominence.

Rener and Ryron are the sons of Rorion Gracie (one of the founders of the UFC) and grandsons of Helio Gracie (one of the original creators of Gracie Jiu-Jitsu, which focuses on self-defense). Both Rener and Ryron are black belts and co-head instructors at the Gracie University headquarters in Torrance, California.
Learn more here:
https://www.gracieuniversity.com/
Connect with Basel:
Website: https://graciejiujitsubocaraton.com/
IG: @graciejiujitsubocaraton
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55min
August 21, 2025Episode 21: The Right Way to Do Influencer Marketing: Strategy, SEO & Legal Tips with Rachel Vandernick
In this episode of Wellness Marketing 101, I sit down with digital marketing consultant and influencer strategist Rachel Vandernick whose resume includes top brands in beauty, travel, and beverage. From political communication to running her own business, Rachel shares the real behind-the-scenes of growing brand visibility through thoughtful influencer partnerships and performance-driven content.

We talk about:
Rachel’s winding path from agency life to entrepreneurship
How she found her niche in the “look good, feel good, have fun” industry
What most brands get wrong about influencer partnerships
Why influencer marketing and SEO should work together
How influencer content can power paid ads, search strategy, and long-term brand equity
The 3 musts when choosing the right influencer for your brand: cost, audience, and POV
Common legal mistakes brands and creators make and how to avoid trouble with the Federal Trade Commission as an influencer and a brand
How Rachel built a 95% referral-based business and what that says about trust and results
Rachel’s best advice for navigating the lonely road of entrepreneurship

This episode is for you if:
You’re trying to grow brand visibility through influencer marketing
You want to avoid legal or ethical mistakes when working with content creators
You’re a freelancer or an entrepreneur building your business from the ground up
You care about doing things right and not just doing them fast

Connect with Rachel:

LinkedIn: https://www.linkedin.com/in/rachelvandernick/
Website: https://www.thevandergroup.com/
TikTok: @rachelvandernick
IG: @thevandergroup
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35min
August 14, 2025Episode 20: From Philly Blogger to Nano Influencer: Content Creation and Community Building with Camille Mola
In this episode, I sit down with Philly-based lifestyle content creator and social media professional Camille Mola. Camille shares her journey from blogging in the early days of social media to becoming a trusted voice in the Philadelphia lifestyle and food scene.

We dive into:
How Camille turned her passion for writing into a personal brand
The power of networking and putting yourself out there (yes, even if you’re nervous!) Building authentic relationships with local businesses as an influencer
Behind the scenes of her viral “Cheese Roll Day” event 
How she balances a full-time marketing job with freelance projects and content creation
Why authenticity always wins over perfection in social media marketing 
How she handles burnout and sets boundaries when creating content 
Practical advice for business owners who feel awkward on camera or fear posting

This episode is for you if:
You’re a small business owner considering influencer collaborations
You’re a new content creator figuring out how to start
You struggle with consistency, confidence, or camera fear
You want real talk about balancing 9-to-5 jobs with creative side projects

Connect with Camille:

Instagram: @milliephanatic
TikTok: @themilliephanatic
LinkedIn: https://www.linkedin.com/in/camillemariemola
Blog: https://positivepublicityblog.com/
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29min
August 07, 2025Episode 19: Boundaries, Burnout, and Being You: Marketing Lessons from Sarah DeGeorge
In this episode, I sit down with digital marketing specialist and entrepreneur Sarah DeGeorge, who shares her candid journey from burnout to boundaries and why authenticity is the secret sauce in small business marketing.

We discuss:
Why knowing yourself is the foundation for good marketing
The hidden marketing power in your personality and story (yes, this includes YOU!) How Sarah helps clients uncover their unique selling proposition (USP)
The importance of starting with a strategy audit (and why skipping it is a huge mistake) 
Red flags she looks for when choosing clients and how she enforces her non-negotiables
The dangers of copying competitors and why your audience wants the real YOU
How to avoid spreading yourself too thin across social media platforms
The mindset shift entrepreneurs need when facing rejection, setbacks, or slow periods
Connect with Sarah:
Website: www.sarahdegeorge.com
Instagram: @sardgeorge
LinkedIn: Sarah DeGeorge
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35min
July 31, 2025Episode 18: Growing Your Business: Lessons from Kevin McCarthy of Legacy Wardrobes
In this episode of Wellness Marketing 101, I sit down with Kevin McCarthy, a former carpenter turned business owner, who shares his journey from side gigs to running Legacy Wardrobes, a full-fledged family-run custom storage solutions company.

We dive into:
Kevin’s transition from tradesman to entrepreneur—and how that shift changed his mindset
The mission behind Legacy Wardrobes: solving real-life problems in row homes through custom closet and pantry builds
Working with family: the joys and growing pains of turning a business into a shared legacy
Why Kevin sees jiu jitsu as essential for mental clarity and work-life balance
While referrals are great to bring new customers in, they don’t always provide enough new customers to hit ambitious growth goals.
Hiring & scaling: moving from “doing it all” to leading a team, and the challenge of building standards of operations from scratch
How Kevin hopes to be seen as a trusted local business—part of the community, not just a service provider
As a marketing professor and business owner myself, I related to the difficulty of letting go and delegating. Having a coach helped me grow faster by giving guidance and accountability, something every independent entrepreneur can benefit from.

Kevin and I both agree it’s tough for control-driven entrepreneurs to trust others with their “baby,” but letting go is essential to avoid burnout and accelerate growth. Mistakes will happen, but they’re part of the learning journey.

Connect with Kevin:
Website: https://legacywardrobes.com/
IG: @legacywardrobes
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28min
July 24, 2025Episode 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
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34min
July 17, 2025Episode 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: [email protected]
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59min
July 10, 2025Episode 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/
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37min
July 03, 2025Episode 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
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36min
June 26, 2025Episode 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/).
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32min

FAQs about Wellness Marketing 101:

How many episodes does Wellness Marketing 101 have?

The podcast currently has 22 episodes available.