Wellness Marketing 101

By Boryana DimitrovaBusiness Marketing

Wellness Marketing 101 episodes

January 01Episode 40: A Fighter’s Mindset: How UFC Athlete Bassil “The Habibi” Hafez Built Discipline, Resilience, and Purpose Through Pain and Challenges
In one of the most powerful episodes of Wellness Marketing 101, I sit down with UFC fighter and Brazilian jiu-jitsu black belt Bassil “The Habibi” Hafez to explore the realities behind a life built on grit, trauma, discipline, and second chances.
Bassil’s journey is far more than a highlight reel. It’s a story of extreme weight cuts, last-minute UFC opportunities, devastating injuries, personal loss, and the mental battles that happen long before an athlete ever steps into the octagon.
Whether you’re an entrepreneur, a wellness practitioner, or someone rebuilding your life, this episode offers a rare behind-the-scenes look at how elite performers stay grounded, focused, and resilient—even when life hits harder than any opponent.

The Call That Changed Everything
Bassil’s entry into the UFC was anything but traditional.
He got the call on a Monday and was fighting that Saturday.
He was out of shape.
He was overweight.
He was coming off an injury.
And still, he said yes.
Because sometimes the opportunity you’ve been waiting for doesn’t arrive when you feel “ready”—it arrives to test whether you’ve been preparing without knowing it.

The Brutal Reality of Weight Cutting
One of the most gripping parts of our conversation was Bassil’s detailed walk-through of his extreme weight cut:
Starting at 200 lbs and needing to reach 171 lbs in a few days
Spending hours in a sauna, pushing himself to the edge
Nearly losing consciousness mid-cut
Breaking not physically, but mentally—the true fight of weight cutting
Missing weight by 0.6 lbs, and what happened immediately after
Bassil explained that weight cutting isn’t just dehydration or hunger—it’s a “spiritual battle” against your own limits.
This part of the story is a masterclass in endurance, mindset, and the psychology of pressure.

Fear, Nerves, and the Fighter’s Mindset
Contrary to what people believe, professional fighters don’t walk out fearless.
They walk out prepared.

Bassil shared:
Why the mental game is harder than any physical training
How fighters deal with nerves—especially in a main event
The difference between athletes who “want a way out” and those who push until the end
Why every fighter hits a breaking point, and how champions move past it
Entrepreneurs and wellness leaders face similar battles:
imposter syndrome, self-doubt, public pressure, and the temptation to quit when things get hard.

Injuries, Setbacks, and the Quiet Work of Resilience
Bassil’s career has been shaped by injuries that could have—and often almost did—end everything:
Three knee surgeries before getting into the UFC
Two more in the past year
A motorcycle accident just before getting signed
Mental health struggles during long recovery windows
The stress of only getting paid when you fight
Yet he kept going.
His strategies for staying mentally locked in are powerful and practical:
Let yourself feel the emotions, but don’t live in them
Visualize your comeback
Create structure even when your body can’t work
Rewatch stories of resilience (“Go watch Rocky 1–5 again”)
Focus on what you can control
This is a blueprint for anyone navigating a setback.

Grief, Loss, and the Turning Points That Built Him
Bassil’s emotional story of losing both parents is one of the most impactful parts of the episode.

Losing His Mother at 18
He wasn’t fighting professionally yet—just drifting, street fighting, and acting out.
Her passing broke him.
It sent him spiraling into anger, rebellion, and eventually an arrest after a fight.
Seeing his father in court—disappointed, stressed, and hurting—snapped him awake.
He didn’t want to waste his life.
He didn’t want to break the people who loved him.
That moment was a pivot toward discipline, purpose, and martial arts.

The Cigarette Story
At 265 lbs, smoking heavily, eating fast food, and living recklessly, a quiet moment in the car with his father changed everything.
His dad lit a cigarette.
Instead of lecturing him, he simply handed him the lighter.
That silence hurt more than any punishment.
He quit smoking cold turkey.
A cousin later challenged him:
“If you’re not addicted, then why are you doing it?”
Bassil threw the cigarette out of the window mid-smoke.
Never touched one again.

His Mother’s Strength
His mother worked 12-hour shifts at the family pizza shop while going through chemo and radiation.
Her discipline—her refusal to quit—fuels him every day.
He said:
“I hope the mother of my future children is even 1/10th the woman she was.”

His Father’s Illness
After rebuilding their relationship, Bassil’s father was diagnosed with lung cancer and passed eight months later.
Bassil’s message for listeners:
Repair your relationship with your parents while you can.
They won’t be here forever.
And many did the best they could with the emotional tools they had.

The Fighter’s Philosophy on Health and Longevity

Bassil is very honest:
Your choices matter more than your genetics.
He emphasizes:
Only ~5% of cancer is genetic
Young people think they’re invincible
Lifestyle habits form the foundation of your 40s, 50s, and 60s
It’s not about perfection—it’s about direction.

Purpose, Integrity, and Living Intentionally
Bassil lives by a verse tattooed on his body:
“Your actions are judged by your intentions.”
His shirts always feature:
Half breast cancer ribbon (for his mom)
Half lung cancer ribbon (for his dad)
Quotes he wrote himself
He plans to relaunch the line soon as a way to honor them both.

Why This Episode Matters
You’ll connect with this story if you’ve ever:
struggled with discipline
battled addiction
lost a parent
faced injuries or setbacks
needed a wake-up call
felt stuck or directionless
questioned your purpose
This episode is a reminder that resilience is built, not born—and that even the strongest fighters are shaped by pain, love, loss, and the choices they make every day.

🔥 Key Takeaways
Opportunities won’t arrive when you feel ready—you must say yes anyway.
The mental battle is the real battle.
Every challenge has a breaking point.
Champions push past it.
Success is about consistent habits, not heroic moments.
Discipline, humility, and resilience carry over into every area of life.

🎧 Listen to Learn:
What high-performance athletes do differently
The truth about extreme weight cutting
How to manage fear and pressure
How fighters cultivate discipline and resilience
How to apply the fighter’s mindset to business, wellness, and everyday life
Connect with Bassil:
IG: @bassil_badre
1 hr 15 min
December 23, 2025Episode 39: Parenting and Entrepreneurship: How to Run a Business with Grace and Adaptability
In this solo episode of Wellness Marketing 101, I share a behind-the-scenes look at the juggling act of being a mom, entrepreneur, and professor during a particularly chaotic week. From last-minute schedule changes to the challenge of working with kids at home, this episode is a candid reminder that success isn’t about perfection, it’s about adaptability, asking for help, and giving yourself grace.
Whether you’re a parent, a business owner, or simply navigating a busy season, this episode will encourage you to pause, breathe, and trust the process.

What You’ll Learn in This Episode:
Why adaptability is one of the most valuable skills as an entrepreneur and parent
How to shift your mindset when plans fall apart
The importance of asking for help and leaning on your support system
Why self-care time is non-negotiable during busy seasons
How to embrace “good enough” weeks without guilt

Connect with me:
Follow me on Instagram: @blackseaams
Email me: [email protected]

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!
10 min
December 18, 2025Episode 38: Why You Must Set Your Own Limits (and Not Let Others Decide for You)
In this solo episode of Wellness Marketing 101, I share important life and business lessons inspired by a simple event: watching my kids and their friends take swim tests at the community pool. What started as a summer memory turned into a reminder that other people’s opinions, judgments, and imposed limits don’t define what we’re capable of.
I also reflect on my own experiences as a young basketball player, a first-generation entrepreneur, and a mom building a business while raising a family. This episode is a heartfelt call to trust yourself, find the right mentors, and keep pushing toward your goals, even when others doubt you.

What You’ll Learn in This Episode:
How children’s determination and resilience can inspire adults
Why we should be mindful of how authority figures shape confidence
How to stay focused when others doubt your abilities or vision
The importance of finding mentors and coaches who truly get you
Why investing in yourself early can help you build a rock-solid foundation for your business

Connect with me:
Follow me on Instagram: @blackseaams
Email me: [email protected]

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!
18 min
December 11, 2025Episode 37: The Power of Storytelling in Leadership: How Andrés Oliveros Helps Teams Communicate with Clarity and Purpose
In this episode of Wellness Marketing 101, I sit down with Andrés Oliveros, co-founder of Astrolab, a professional development training firm that helps leaders and teams become more clear, memorable, and inspiring through the power of storytelling.

Originally from Mexico and now based in Philadelphia, Andrés shares his journey from corporate lawyer to behavioral science expert and storytelling strategist. He opens up about the challenges and opportunities of growing a business in a new country, why communication is much more complex than most leaders realize, and how storytelling can bridge organizational gaps, rom the C-suite to the front lines.

If you’ve ever struggled to make your message resonate, align your team, or build trust in your brand, this conversation is packed with insights you won’t want to miss.

What We Cover:
The origin story of Astrolab – How Andrés turned a corporate communication problem into a thriving business.
Why storytelling matters in leadership – Moving beyond facts and figures to connect with people on an emotional level.
Bridging the communication gap – Aligning executives, middle managers, and frontline teams to deliver consistent customer experiences.
The immigrant entrepreneur experience – Navigating challenges, building community, and raising a family in a new country.
Behavioral science meets communication – How biases, trust, and storytelling shape how ideas are received and acted on.
AI vs. human connection – Why technology can’t replace storytelling, relationships, and meaning in communication.
The future of leadership communication – How influence, clarity, and authenticity remain key in the age of automation.

Connect with Andrés

LinkedIn: https://www.linkedin.com/in/andres-oliveros/
Instagram: https://www.instagram.com/andresoliverosg/
Website: astrolab.us
Blog: https://mondoli.substack.com/
37 min
December 04, 2025Episode 36: How Inclusive Product Design Drives Innovation with Grace Ambroze
In this episode of Wellness Marketing 101, host I welcome back Grace Ambroze (first featured in Episode 25) for a deeper dive into accessibility, this time focusing on physical product design. Grace shares powerful insights from her work with Lululemon and the Canadian Paralympic Team during the 2024 Paris Olympics, where inclusive innovation shaped everything from uniforms to user experience.
Together, we explore how thoughtful design choices not only empower people with disabilities but also create better, more user-friendly products for everyone.

You will find out:
How Lululemon co-created adaptive apparel with Paralympic athletes — from higher waistlines and magnetic zippers to catheter-friendly designs and reimagined pocket placement.
Why “nothing about us without us” is the golden rule of accessibility and how to apply it to your product development process.
The importance of designing beyond the product, including accessible changing spaces, pathways, and brand experiences.
Real-world examples of inclusive design innovations - from baby clothes with magnetic closures to ergonomic beauty packaging and chemo-friendly apparel.
Practical, low-cost ways entrepreneurs can start designing more inclusively, even without big-company resources.
The role of ergonomics in product design and how simple tweaks can make everyday products more intuitive and accessible.
Connect with Grace:
LinkedIn: https://www.linkedin.com/in/graceambroze/

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!
32 min
November 25, 2025Episode 35: From Teacher to Jiu-Jitsu Entrepreneur: How Renee Plyler Built a Thriving Family Business with Purpose
In this inspiring episode of Wellness Marketing 101, I sit down with Renee Plyler, co-owner of Elevated Studios, a jiu-jitsu school in Wilmington, Delaware that she runs with her husband. Renee’s journey is a powerful reminder that entrepreneurship often starts with passion, pivots, and a willingness to grow beyond your comfort zone.
Once an elementary school teacher with no athletic background, Renee never imagined herself owning a martial arts studio. But driven by her husband’s vision, her own creativity, and a desire for more freedom, she transitioned from education to entrepreneurship, building a thriving family business along the way.
Renee shares openly about the realities of running a business with your spouse, why they chose to homeschool their kids, and how the entrepreneurial path transformed not just their careers but their entire lifestyle.

In This Episode, We Discuss:
How Renee left teaching and embraced entrepreneurship
How Renee in love with jiu-jitsu, even when it felt “weird” at first
Running a family business and managing both marriage and entrepreneurship
Why Renee and her husband chose homeschooling and how it shapes their family values
The difference between “have to” learning and “want to” learning
Hitting a business growth ceiling and how they broke through it
The power of mentorship, community, and surrounding yourself with like-minded business owners
Navigating social media for business without getting stuck in the scroll cycle

Connect with Renee:

📸 Instagram: @elevatedstudios
🌐 Website: https://elevatedstudiosmartialarts.com/

If you enjoyed this episode, share it with another entrepreneur building a purpose-driven business and don’t forget to leave a quick review to help more wellness businesses find the show!
33 min
November 20, 2025Episode 34: Back to the Basics: Building Intentional Brands with Creative Director Natalie Contrera
In this episode of Wellness Marketing 101, I sit down with Natalie Contrera, Creative Director and co-founder of Mango Marketing Co., to talk about the power of intention, storytelling, and community in branding.

Natalie shares her journey from commercial makeup artist to leading a creative team that helps women-owned businesses grow authentically.
We dive into:
Why going back to the basics is the key to strong brand storytelling
How to uncover your true brand story (even if you think you already know it)
Balancing creativity and deadlines without sacrificing quality
Why SEO is still worth your time (and how to adapt to AI changes)
Common pitfalls to avoid when working with a creative team
The role of brand communities like Mango Members and Mango Mixers in creating impact

If you’ve been struggling to stand out, chasing trends, or unsure how to connect your brand’s mission to your marketing, this conversation will inspire you to simplify and get back to your “why.”

Connect with Natalie:

Mango Marketing Co. website: https://www.mangomarketingco.com/
Instagram/TikTok: @mangomarketingco
LinkedIn: https://www.linkedin.com/company/mango-marketing-co/posts/?feedView=all

If you enjoyed this episode, share it with a fellow entrepreneur and leave a quick review—it helps more small businesses find us!
30 min
November 13, 2025Episode 33: Knowing Your Ideal Customer with Alison Wehr: From Demographics to Deep Insights
In this episode of Wellness Marketing 101, I sit down with Alison Wehr, an analytics specialist with experience at QVC and Aramark, to talk about one of the most important parts of building a successful business: knowing your ideal customer.
Alison shares how companies like QVC built loyalty by focusing on women over 50, why your customer persona should go beyond basic demographics, and how even small businesses can use simple data and conversations to understand their audience better.

You’ll also learn:
Why revisiting your customer persona regularly is crucial
The difference between demographics and psychographics
Practical ways small businesses can gather customer insights without a big budget
How to combine data with real conversations for deeper understanding
An inspiring example of QVC’s “Age of Possibility” campaign

Whether you’re just starting your wellness business or looking to refine your marketing strategy, this episode will give you actionable steps to clarify who your ideal customer really is and how to connect with them authentically.

Connect with Alison:

LinkedIN: https://www.linkedin.com/in/alison-wehr/

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!
36 min
November 06, 2025Episode 32: Strategic Business Communication and AI for Business with Terence Milstead
In this episode, I sit down with Terence Milstead, Head of User Experience Research @ CODE PA and Lecturer at the Wharton School. Terence is an expert in strategic communication and user experience. Together, we explore how entrepreneurs can improve their communication strategy, use AI responsibly, and build authentic professional connections.

Terence shares insights from his work improving government websites in Pennsylvania and training teams to use generative AI to enhance their creative voice. I reflect on my own experiences in teaching and business, highlighting the balance between using AI tools and maintaining strong critical thinking skills.

Whether you’re a student, entrepreneur, or communication professional, this episode will help you rethink how you approach outreach, networking, and technology in your business communication.

Key Topics Discussed During the Podcast:
The importance of strategy in business communication
Effective techniques for cold calling and outreach
How to make networking requests that get responses
Balancing AI tools with critical thinking in education
Custom GPTs for communication and creativity
Best practices in prompt engineering and AI collaboration

Connect with Terence:

LinkedIn: https://www.linkedin.com/in/terence-milstead-phd-61b4807a/
Email: [email protected]

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!
40 min
October 30, 2025Episode 31: Behavioral Science for Entrepreneurs: Boost Website & App UX with Kathryn Ambroze
In this episode of Wellness Marketing 101, I talk with Kathryn Ambroze, a behavioral scientist and VP, UX Research Lead - Trust and Security at JPMorgan Chase, about how understanding human behavior can improve customer experiences for your business.
Kathryn explains the difference between behavioral science and user research and shares practical tips for entrepreneurs to optimize websites, apps, and services without breaking the bank. Learn how to identify friction points, use analytics effectively, and “dogfood” your own products to spot pain points from a customer perspective.

What You’ll Learn in This Episode:
How to use behavioral science to understand and influence customer decisions
Why some friction points are actually helpful for guiding users
Low-cost ways to conduct user research for your website or app
How analytics and qualitative research work together to improve UX
Tips for using your own experiences as a customer to improve your business

Resources Mentioned in the Episode:

Podcasts:
User Research Strategist: https://open.spotify.com/show/53eOVirTLtGydqOvicHDyD
Behavioral Grooves: https://behavioralgrooves.com/
No Stupid Questions: https://podcasts.apple.com/us/podcast/no-stupid-questions/id1510056899

Newsletters & Tools:
Habit Weekly: https://www.habitweekly.com/
Fun Fact:

Kathryn loves baking and even made her own wedding cake! She enjoys observing people’s reactions, combining her professional skills and personal passion.
Connect with Kathryn:
LinkedIn: linkedin.com/in/kathrynambroze
Share this episode with a fellow entrepreneur and leave a review! It helps more small business owners discover the podcast.
31 min

About Wellness Marketing 101

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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.

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Wellness Marketing 101

Wellness Marketing 101 episodes

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