In this episode, hosts Rachael Wonderlin and Emily Naples sit down with trainer-turned-founder Rachel Ridgeway to talk about the messy middle of building online: niching down, going viral to 100K+, and realizing growth can pull you away from the community you're meant to serve. Rachel R. shares how she vetted (and benefited from) an early business coach, why she turned down most brand deals, and what pushed her to launch a wide-toe-box "barefoot" sock company, Aira Basics, plus a celebrity endorsement.
Key Takeaways:
– Niching works, as long as you make sure it still serves the audience you set out to help.
– Viral growth can change who finds you; guard your original mission as you scale.
– Vet coaches by outcomes, references, and realism; avoid "X clients in X days" promises.
– Protect audience trust: be selective with brand deals and avoid unvetted supplements.
– You don't have to live on social: products, trade shows, and partnerships are valid growth paths.
About Rachael:
Rachael Wonderlin is a dementia care consultant and gerontologist. She founded her consultancy, Dementia By Day, in 2014. She is the author of When Someone You Know is Living in a Dementia Care Community, Creative Engagement, and The Caregiver's Guide to Memory Care and Dementia Communities.
Find out more at www.rachaelwonderlin.com and Instagram.com/dementiabyday
Follow along with I Can't Hustle Any Harder Than This anywhere you get your podcasts or on YouTube at YouTube.com/rachaelwonderlin
