After eight or nine live events and nearly four years of hosting, Wave for Women co-founders Kelsey and Emily sit down for an unfiltered conversation about the fears that keep them up at night before an event — from pregnancy scares and ice storms to missing name tags and worn-out swag bags — alongside the parts of event-hosting they've learned to fully trust.

• Emily's biggest event fear: a sick kid (or herself) making an event impossible to attend
• Navigating a first-trimester pregnancy and morning sickness during a live 75-person event
• Two intense weather scares — an ice storm and an air quality warning — and the "Acts of God" risk that comes with event hosting
• Why every attendee has a different risk tolerance, and how that shapes hard calls
• The "little things become big things" logistics spiral: name tags, tape, table assignments
• Real mishaps: a mismatched speaker time, a water shortage on a hot day, worn swag bags
• Why building an event team (and having a "runner" on standby) changed everything
• Wardrobe mishaps on the road — bra straps, blisters, and the case for trying on your full outfit beforehand
• What Kelsey and Emily never worry about: guest connection, public speaking, and trusting their unconventional approach
• Why choosing small-town venues and unique guest speakers became a competitive advantage

1. Plan for the things you can't control. Weather, illness, and "Acts of God" risks aren't preventable — build contingency plans and a trusted team rather than assuming you'll be lucky forever.
2. Respect that risk tolerance varies. Not every attendee will weigh a health or weather risk the same way you do — communicate clearly and let people opt in or out.
3. Build an event team, not a two-person show. Having a trusted "runner" on standby for last-minute needs (water, supplies) keeps hosts from being stressed out at their own event.
4. Give yourself grace for the 2% hiccups. Wrong speaker times, mismatched dates, worn swag bags — these happen at almost every event, and naming them openly builds trust with your audience rather than eroding it.
5. Trust your unconventional instincts. Choosing smaller-town venues and guest speakers you personally love — rather than copying what everyone else does — can become your strongest differentiator.

• "Don't make a mountain out of a molehill when little things go funny."
• "When you make decisions that just feel good in your soul, you will attract the right attendees who see in that vision, and they want to build it out with you."

• Kelsey's Instagram: @KelseyReidl
• Emily's Instagram: @itsemilyelliot
• Website: waveforwomen.ca
• Instagram: @waveforwomen
• Wave Mastermind — live coaching and blueprints for hosting events, podcasting, and public speaking
• Upcoming Wave for Women events: October in Elora; early 2027 in Paris

Kelsey and Emily are the co-founders of Wave for Women, having hosted eight or nine live events over nearly four years — ranging from intimate 10-woman gatherings to events with almost 100 attendees, top guest speakers, and vendors. They also run the Wave Mastermind, a coaching community for women building podcasts, events, and businesses.

In this energetic solo episode, Kelsey shares three unscripted but surprisingly connected ideas: the power of genuinely celebrating others' wins, using "time confetti" to nourish yourself instead of defaulting to your phone, and the marketing principle of "wrapping your garlic in prosciutto" to make your message irresistible.

• Why two back-to-back engagement announcements sparked a reflection on building a culture of celebration
• What "time confetti" is and how to use it more intentionally throughout your day
• The "wrap it in ham" story from Layla Hormozi and how it applies directly to your marketing messaging
• The difference between garlic marketing and prosciutto marketing (and how to tell which one you're doing)
• How the Wave Mastermind was born from a desire for a community that celebrates each other

1. Celebrating someone else's win freely and genuinely creates a rising-tide energy for everyone.
2. Time confetti — those scattered micro-moments in your day — can be reclaimed for nourishing habits instead of mindless scrolling.
3. Your best ideas don't come from sitting at your desk in a routine. Get out, move, change your environment.
4. If your marketing message sounds like plain garlic, wrap it in prosciutto — speak to the outcome people actually desire.
5. Community is essential for entrepreneurs. Without people to celebrate your wins with, success can feel hollow.

• "Your best ideas are not going to come while you're sitting at your desk in the same 9-to-5 routine you've created for yourself."
• "When you celebrate others freely and genuinely, you win, I win, we all win."
• "Is your Instagram bio garlic, or is it garlic wrapped with prosciutto? Because that's where the attention travels."

• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• Layla Hormozi (concept: "wrap it in ham")
• The WAVE Mastermind (co-founded by Kelsey and Emily) — community for entrepreneurs

Kelsey Reidl is an entrepreneur, fractional CMO, and host of Rain or Shine (formerly Visionary Life). She's been podcasting for 8 years, helping entrepreneurs show up consistently and build sustainable businesses. She runs the WAVE Mastermind and specializes in marketing strategy, website design, and business growth. Kelsey is a mom to a 2-year-old, an avid mountain biker, and a firm believer in the "rain or shine" mentality.

Jen Govier is the founder of HUX, a bamboo charcoal underwear brand designed to eliminate camel toe and keep women feeling confident and comfortable. In this conversation, Jen shares the origin story behind HUX — from a mortifying gym mirror moment to a product now sold in 19 countries — and the patient, intentional entrepreneurial journey that made it possible.

• The gym mirror moment that sparked the idea for HUX
• Why Jen spent four years validating and building before launching in 2020
• How she balanced building a business on evenings and weekends while running private wealth management
• The decision to resign from a six-figure corporate career at 50 — and what happened immediately after
• How organic social media and community-first marketing drove 90% of HUX's growth
• The shift from saying yes to everything to being strategic with time and ROI
• Landing GoodLife, F45, The Source, and Trish Stratus — and what made those partnerships work
• Manifestation as a practice: dreaming bigger and taking action despite not knowing the "how"

1. One thing a day compounds. Jen turned a gym mishap into a global brand by committing to a single daily action — starting in 2016 and launching in 2020. Time passes anyway; put it to work.
2. Talk about your idea before it's ready. Every major breakthrough — the fashion mentor in Costa Rica, the GoodLife connection, Trish Stratus — came through people who knew what she was building. Keeping an idea private kills the serendipity.
3. Saying yes to everything has a shelf life. Early-stage, saying yes builds brand awareness. Later-stage, it erodes margins and time. Learn when to make the shift.
4. Partnerships are for credibility; direct-to-consumer is for revenue. Major retail and gym partnerships gave HUX legitimacy — but organic social media and word-of-mouth remains the #1 revenue driver.
5. Don't wait for a full-body yes before leaping — build toward it. Jen's leap felt right because she spent years preparing the conditions. There's no universal timeline.

• "Time is going to pass anyway — so you might as well put in what you want." — Jen Govier
• "The day I resigned, we were on Breakfast Television. Within three months we'd signed with GoodLife. It was like the universe said, 'Okay, you're serious. We'll meet you where you're at.'" — Jen Govier
• "It's more than underwear. It's about giving women confidence — whether you're at the gym or on a stage. It's the first thing you put on every day. You want to feel good in it." — Jen Govier

• HUX Underwear — myhux.ca | @huxwear
• Friends and Neighbors (TV series, starring Jon Hamm) — Jen's current binge
• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• GoodLife Fitness — national partnership / rewards program
• The Source — Canadian retail partner
• F45 — gym partnership
• London Health Sciences Centre — employee program partner
• Trish Stratus — WWE Hall of Famer, brand ambassador for HUX 2.0 launch
• Dragon's Den — Jen pitched producers; validated unit economics without taking a deal
• Molly Middleton — Dragon's Den producer
• Western University (London, ON) — Engineering department, early fabric research

Jen Govier is a London, Ontario-based entrepreneur and the founder of HUX, an innovative underwear brand built around bamboo charcoal fabric and a built-in camel toe guard. After nearly a decade of building the brand alongside a career in private wealth management, she left a senior banking role in January 2025 to go all in. HUX has now been sold in 19 countries.