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Boryana Dimitrova

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Wellness Marketing 101Wellness Marketing 101Episode 18: Growing Your Business: Lessons from Kevin McCarthy of Legacy WardrobesIn 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 essent...2025-07-3127 minWellness Marketing 101Wellness Marketing 101Episode 17: Clarity, Confidence & Clients: How Caitlin Durning Grew a Values-Aligned BusinessIn 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—...2025-07-2433 minWellness Marketing 101Wellness Marketing 101Episode 16: Healing from the Core: Juliette Gamble on Nervous System Regulation, Somatic Tools & Empowering the Next GenerationIn 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...2025-07-1758 minWellness Marketing 101Wellness Marketing 101Episode 15: Coaching, Chaos & Creating Legacy with Jordan HobertIn 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 d...2025-07-1036 minWellness Marketing 101Wellness Marketing 101Episode 14: Self-Care, Scoliosis & the Power of the Hot Room with Chalise SaundersIn 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 coachabil...2025-07-0335 minThe StrataThe StrataEpisode 12.12 - Stronger Than Blood - Part 12Support this podcast and hear episodes a week early, ad-free at patreon.com/beyondthedark The complete subscription-only series The Strata: Luna is also available now on Patreon. Content Warning: Blood, Gratuitous Violence, Gun SFX, Death Created by Mark R. Healy Cast: Jason Churray Rhiannon Moushall - www.rhiannonmoushall.com Alyssa Marteja Michelle Mosley Wyatt Henry Paul Warren - paulwarren.carrd.co Chloë Elmore - www.c...2025-07-0133 minWellness Marketing 101Wellness Marketing 101Episode 13: From Neuroscience to Consumer Behavior with Michelle NiedzelaIn 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) fact...2025-06-2631 minWellness Marketing 101Wellness Marketing 101Episode 12 Building a brand-aligned team: the importance of training your employees about your brand values as you scale your businessIn this episode, I tackle an often overlooked but crucial topic: the difference between internal and external branding—and why both are essential for solopreneurs and growing teams alike.   What You’ll Learn: What internal branding actually means and how it influences the customer experience Why training employees in brand values prevents future crises How to build a consistent brand reputation from the inside out Real-world brand backlash examples (like United Airlines) and what small businesses can learn from them How solopreneurs can prepare now to scale with integrity and brand alignment    Ke...2025-06-1909 minThe StrataThe StrataEpisode 12.11 - Stronger Than Blood - Part 11Support this podcast and hear episodes a week early, ad-free at patreon.com/beyondthedark The complete subscription-only series The Strata: Luna is also available now on Patreon. Content Warning: Blood, Gratuitous Violence, Gun SFX, Death Created by Mark R. Healy Cast: Jason Churray Rhiannon Moushall - www.rhiannonmoushall.com Alyssa Marteja Michelle Mosley Wyatt Henry Paul Warren - paulwarren.carrd.co Chloë Elmore - www.c...2025-06-1731 minWellness Marketing 101Wellness Marketing 101Episode 11: Why Luck Does Matter in Business—and How to Invite More of ItThis episode explores something most business podcasts won’t talk about: the role of luck in entrepreneurship. From securing scholarships to getting into college to chance encounters that shaped my academic and professional careers—I reflect on how “small wins of luck” have opened doors for me (while shutting ones that probably weren’t right), and how you can position yourself to receive more of them.   What You’ll Learn: Why luck and hard work both play a role in entrepreneurial success How a simple error in a college admissions office nearly changed Boryana’s life path The...2025-06-1209 minWellness Marketing 101Wellness Marketing 101Episode 10 How to manage your expectations as an entrepreneur to feel truly accomplishedRunning a business, parenting, and possibly holding down a full-time job? You’re not alone—I am right there with you! This episode will help you better navigate the overwhelm and avoid burnout.   What You’ll Learn: Why unrealistic expectations lead to disappointment and burnout How to be honest about your time and energy as a solopreneur The importance of factoring in self-care and flexibility into your schedule How yoga, rest, and self-compassion support business productivity for me Practical examples from my day-to-day balancing act as a business owner, professor, and parent\   Key T...2025-06-0507 minWellness Marketing 101Wellness Marketing 101Episode 9 Why Staying True to Your Expertise Attracts the Right ClientsWhat You’ll Learn: Why being a Jack-of-all-trades hurts your brand and confuses your ideal customer The importance of focusing on your area of expertise in marketing Real-world business analogies from GoPro, Garmin, and energy drink brands A personal story from my days as a college swimmer—and what it taught me about business focus How targeting too broadly leads to wasted time, effort, and content marketing burnout Key Takeaways: Confusion is your biggest enemy. If your ideal customer isn’t sure what you do or who you serve, they won’t buy. It’s better to start s...2025-05-2912 minWellness Marketing 101Wellness Marketing 101Episode 8 What is Social Identity Marketing (And How to Use It for Your Wellness Brand)In this episode of Wellness Marketing 101, I break down social identity theory and how small health and wellness businesses can use it to build stronger, deeper connections with their ideal customers. Drawing from my academic background and real-world entrepreneurial experience, I explains how identities—like being a mom, an athlete, or an immigrant—influence buying behavior, and how businesses can align their messaging to resonate authentically with their ideal customers.   What You’ll Learn: What social identity theory is and why it matters in marketing How people form multiple identities throughout life How to uncover...2025-05-2213 minThe StrataThe StrataEpisode 12.9 - Stronger Than Blood - Part 9Support this podcast and hear episodes a week early, ad-free at patreon.com/beyondthedark The complete subscription-only series The Strata: Luna is also available now on Patreon. Content Warning: Blood, Gratuitous Violence, Gun SFX, Death Created by Mark R. Healy Cast: Jason Churray Rhiannon Moushall - www.rhiannonmoushall.com Alyssa Marteja Michelle Mosley Wyatt Henry Paul Warren - paulwarren.carrd.co Chloë Elmore - www.c...2025-05-2031 minWellness Marketing 101Wellness Marketing 101Episode 7 How to Use Storytelling to Attract Your Ideal Wellness ClientsIn this episode of Wellness Marketing 101, I dive into one of the most powerful tools in small business marketing: storytelling. Discover how your own authentic stories can help your health and wellness business connect deeply with customers, stand out from the crowd, and build lasting loyalty that will turn into your customers into brand advocates. Drawing from my personal experiences—from growing up in Bulgaria to supporting small local businesses in the U.S.—I explain why storytelling isn't just good marketing; it's human psychology in action. I also share actionable tips for crafting your brand's story to m...2025-05-1516 minWellness Marketing 101Wellness Marketing 101Episode 6 Why Self-Care is a Business Strategy for Wellness EntrepreneursIn this episode, I describe my personal journey with self-care, stress, and the practices that helped her navigate challenging transitions—from immigrating to the U.S., surviving the rigors of a PhD, to motherhood and entrepreneurship. I share how physical activity, particularly swimming and hot yoga, became my anchors and mental health support system. This episode is a must-listen for wellness business owners who often put others first and need a reminder to refill their own cup.   What You’ll Learn Why self-care is essential for entrepreneurs and busy moms How Boriana transitioned from a cas...2025-05-1116 minWellness Marketing 101Wellness Marketing 101Episode 5 Three Marketing Must-Haves to Launch Your Wellness BusinessIn this episode of Wellness Marketing 101, I break down the three essential building blocks every small business owner must have when starting out: a clear value proposition, a deep understanding of your ideal customer, and a strong support system. These foundational elements will not only guide your marketing efforts but also help you grow your wellness business authentically and sustainably. Key Takeaways: Your "why" matters – share your story to build authentic customer connections. Don’t stop at demographics – create detailed customer personas that include motivations and frustrations. Referrals and customer service are powerful tools for small busine...2025-05-1109 minWellness Marketing 101Wellness Marketing 101Episode 4 How to Balance Motherhood, Business, and a Full-Time JobAre you juggling motherhood, a demanding full-time job, and the hustle of building your wellness business? In this practical episode, I share my personal routines and time management tips that keep me grounded, productive, and focused. Learn how waking up early, leveraging downtime, asking for help, and practicing self-care can dramatically improve your balance and mental clarity. Key Takeaways: Wake Up Early: Gain a head start to handle family and business needs with less stress. Maximize Downtime: Use travel time (when not driving) or passive moments to catch up on tasks. Plan Ahead: From meal prepping...2025-05-1111 minWellness Marketing 101Wellness Marketing 101Episode 3 How Persistence Pays Off in Building Your Wellness BusinessWhether you're juggling a full-time job, parenting, or feeling stuck on the content treadmill, this episode will remind you that staying consistent—even when you don’t see results right away—is key to building a sustainable business. What You'll Learn: Why persistence is non-negotiable for entrepreneurs A behind-the-scenes story of how I overcame years of rejection from academic journals when trying to publish academic work How to reframe setbacks as stepping stones Real talk on balancing business, family, and self-doubt Motivation to keep showing up—even when no one seems to notice Key Takeaways: Entr...2025-05-1111 minWellness Marketing 101Wellness Marketing 101Episode 2 Why I Started This Podcast for Wellness EntrepreneursIn this episode of Wellness Marketing 101, I dive into the why behind launching my business and this podcast. I share my mission to support purpose-driven health and wellness entrepreneurs and explain why marketing should empower—not manipulate—your audience. Discover how value-driven strategies can set your brand apart in a saturated market, and why understanding your “why” and your ideal customer is the foundation of your business. What You’ll Learn: Why I started Black Sea Advanced Marketing Solutions The shift from manipulative marketing to values-based connection What the #CancelKelloggs movement teaches us about modern consumers The import...2025-05-1114 minWellness Marketing 101Wellness Marketing 101Episode 1: From PhD to Purpose-Driven Marketing: How I Got Here + What to Expect from Wellness Marketing 101Welcome to the very first episode of Wellness Marketing 101! I’m Boryana—a marketing professor, mom of three, health and wellness enthusiast, and founder of Black Sea Advanced Marketing Solutions. In this episode, I share the deeply personal and professional journey that led me from Sofia, Bulgaria to launching my own purpose-driven marketing coaching business in the U.S. You’ll hear about how I navigated higher education as an immigrant, found my calling in marketing education, and why I’m on a mission to help health and wellness businesses grow authentically. I’ll also give you a glimpse...2025-05-1123 minThe StrataThe StrataEpisode 12.8 - Stronger Than Blood - Part 8Support this podcast and hear episodes a week early, ad-free at patreon.com/beyondthedark The complete subscription-only series The Strata: Luna is also available now on Patreon. Content Warning: Blood, Gratuitous Violence, Gun SFX, Death Created by Mark R. Healy Cast: Jason Churray Rhiannon Moushall - www.rhiannonmoushall.com Alyssa Marteja Michelle Mosley Wyatt Henry Paul Warren - paulwarren.carrd.co Chloë Elmore - www.c...2025-05-0628 minThe StrataThe StrataEpisode 12.7 - Stronger Than Blood - Part 7Support this podcast and hear episodes a week early, ad-free at patreon.com/beyondthedarkThe complete subscription-only series The Strata: Luna is also available now on Patreon.Content Warning: Blood, Gratuitous Violence, Gun SFX, DeathCreated by Mark R. HealyCast:Jason ChurrayRhiannon Moushall - www.rhiannonmoushall.comAlyssa MartejaMichelle MosleyWyatt HenryPaul Warren - paulwarren.carrd.coChloë Elmore - www.c...2025-04-2234 minInternational Women ConnectedInternational Women ConnectedCEO of Healnlearn.com Zorina DimitrovaListen to our member Zorina from Vienna, Austria; and her achievements on how to create a platform which combines business advices and personal development tips2019-10-0300 min