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.

Recording live from the car en route to a Wave members' event in Prince Edward County, Kelsey reflects on the origin story that started it all — a fully sponsored podcast tour of PEC eight years ago — and unpacks why deciding to stop being a "beginner" changed the trajectory of her business. She also gives an honest, real-time update on prepping for maternity leave.

• The full story of how a Toronto co-working space event led to a sponsored six-episode podcast series in Prince Edward County
• Why the word "decide" is about cutting off other options — and how that mindset let her charge money as a beginner podcaster
• The concept of "caging yourself" and the subconscious limits we set around time, money, and ambition
• An honest, unfiltered life update on juggling client work, speaking gigs, and a looming mat leave
• How staggered payment plans and SEO/AI visibility made stepping back from the business easier
• Why she's choosing to fully pause the podcast rather than "hustle" to pre-record content

1. Getting to the next level often requires a literal decision to stop operating like a beginner — pricing, consistency, and professionalism included.
2. The stories we tell ourselves ("I don't have time," "I'll never...") are self-imposed cages — identifying them is the first step to breaking out.
3. Long time horizons, not quick wins, are where real business and personal growth happen.
4. Staggering client revenue (via 6–12 month payment plans) can make stepping away from a business — for any reason — far less stressful.
5. Consistency, not constant presence, is what builds long-term trust with an audience.

• On the meaning of commitment: "I'm not gonna hang out in beginner land anymore."
• On expectations of instant results: "When you stretch the time horizon, success is inevitable."
• On earning trust: "Consistency breeds trust."

• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• Wave (Kelsey's community for women entrepreneurs)
• The June Motel — founded by Sarah Slack and business partner
• Love Child Social (co-working space, Toronto)
• Build a New Life blog/program (Prince Edward County business development initiative)
• Anice Jewelry — founded by Brit
• Drake Devonshire & Frontera Flower Farm (Wave event venues)

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.

In this episode, host Kelsey sits down with Shayla, founder of Better Than a Bot, a personal assistant service based in Calgary. Shayla shares her journey from 15 years in oil and gas to building a business on her own terms — and why hiring a personal assistant isn't just for the elite. This is a candid, inspiring conversation about time, boundaries, burnout, and building a life that actually fits.

• What a personal assistant actually does (it's not what most people think)
• The three biggest reasons people don't hire a PA — and why they should reconsider
• Shayla's three-month onboarding system and how she identifies client pain points
• The "dead bunnies in the backyard" story and other lessons in setting boundaries
• The viral Japanese monkey and what it has to do with entrepreneurship
• Why delegation is the #1 advice Shayla wishes she'd received on day one
• How LinkedIn and word of mouth built her client roster
• Why Shayla's 14-year-old daughter is her biggest reason to keep going

1. A personal assistant handles the personal tasks that drain your time outside of work — so you can be fully present for the things that matter.
2. Hiring help isn't an expense; it's an investment in your sanity, your family, and your future earning potential.
3. Saying yes to the wrong clients or projects doesn't just hurt you — it's also unfair to them. Boundaries protect everyone.
4. Delegation is the fastest path to growth. You don't have to do it all yourself.
5. Building trust takes time. Shayla's three-month trial period is intentional — the best client relationships develop over weeks, not in a single discovery call.

• "When I started my business, I could finally control my calendar. If my daughter had an award show at school, I didn't have to ask anyone."
• "It's not an expense. It can actually be seen as an investment in you, in your family, in your sanity."
• "If it's not a right fit, it's not fair to me or to that client."

• Shayla’s Website: www.betterthanabot.ca
• Shayla’s Instagram: @betterthanabotinc
• Kelsey’s Website: www.kelseyreidl.com
• Kelsey’s Instagram: @KelseyReidl
• Punch the Monkey — the viral Japanese monkey Shayla references (search on Instagram!)
• IKEA plush monkey (sold out during peak viral fame)

Shayla is the founder of Better Than a Bot, a personal assistant service based in Calgary, Alberta. After 15 years in the oil and gas industry, she left corporate life to build a business that gives busy professionals back their most valuable resource: time. She serves clients in Calgary and surrounding areas and is passionate about helping people live less stressed, more intentional lives.

Nicole Crone — co-founder of My Aligned Purpose and host of a podcast with over 600 episodes — joins Rain or Shine for a candid conversation about becoming a mom at 40 after years of not wanting kids, surviving a two-year fertility journey, and navigating one of the hardest eight-week stretches her business has faced. Along the way, she shares the systems, mindset tools, and rituals that keep her grounded — from "duvet days" to yearly word-of-the-year necklaces.

• Nicole's go-to rituals for decompressing after an overloaded week
• How she uses Claude and Cowork to organize her to-do list into an Eisenhower Matrix
• Her lifelong love of learning — human design, astrology, Kabbalah, and yoga
• The surprising vision that changed her mind about wanting kids
• A two-year fertility journey, including a pregnancy loss, and what it taught her about compassion and timing
• What she wishes she'd known about postpartum boundaries as an entrepreneur
• Navigating the hardest eight weeks in her business's six-and-a-half-year history
• Her personal toolkit for processing hard emotions (solo drives, audiobooks, trusted masterminds)
• Her philosophy on what to share publicly versus keep private as a personal brand
• Why My Aligned Purpose builds yearly themes, challenges, and rewards into its coaching programs

1. Name what your nervous system needs, and ask for it. Vocalizing a specific need — like a full "duvet day" with zero plans — is more restorative than defaulting to "productive" rest.
2. Trust doesn't mean things happen on your timeline. Nicole's fertility journey taught her that "the universe delivers when you know what you want and why you want it" — but not necessarily on schedule.
3. Take the time off you think you don't need. Plan for real postpartum (or any major life transition) downtime rather than assuming you'll want to keep working — you likely won't, and you'll regret cutting it short.
4. Process alone before you process out loud. Solo time (a drive, a cry, a walk) before bringing a hard situation to trusted people helps you find your own direction before outside opinions can sway it.
5. Build structure your community can buy into. Yearly themes, challenges, and rewards — borrowed straight from a teaching background — deepen engagement and retention in a business or program.

• "It's like it does feel really big right now, but it's not going to feel really big if I decide that it's not gonna take any more of my focus, and energy, and attention."
• "As Dan Martell says, '80% done by somebody else is 100% awesome.'"

• Nicole’s Website: myalignedpurpose.com
• Podcast: My Aligned Purpose Podcast
• Instagram: @myalignedpurpose
• Kelsey’s Website: KelseyReidl.com
• Kelsey’s Instagram: @KelseyReidl
• Time as a Tool — Benjamin Hardy
• 10x Is Easier Than 2x — Benjamin Hardy
• Who Not How
• Human Design, astrology, numerology, Kabbalah (as ongoing personal studies)
• Claude + Cowork (for task organization via the Eisenhower Matrix)
• Melanie Auld (Vancouver-based jewelry brand, for the annual "word of the year" necklaces)
• Dan Martell (quoted concept: "80% done by somebody else is 100% awesome")

Nicole Crone is the co-founder of My Aligned Purpose, a coaching and educational company she runs alongside business partner Kayla, and host of the My Aligned Purpose Podcast (600+ episodes). A former junior high and high school teacher, Nicole became a mom at 39 to her son, Cruz, after a two-year fertility journey. Her upcoming book, Aligned CEO Method: How to Stop Trading Time for Money and Have Your Most Profitable Year Yet, releases September 18th.

Quick Summary:

Stephanie Long, founder of Launch Your Nutrition Biz and Booked Out Nutritionist, sits down with marketing strategist Kelsey Reidl to untangle a question a lot of established founders quietly wrestle with: how do you build a personal brand on top of a business that already works, without confusing your audience or diluting what's already paying the bills? What starts as a funnel-strategy conversation turns into a much bigger one about identity, monotony, and giving yourself permission to evolve out loud.

In This Episode:

• Why Stephanie paused content creation for months, stuck between two audiences and two programs
• The real difference between "beginner" and "next-stage" content — and why most nutritionists get stuck in the messy middle
• Why "the money is in the monotony" and what that means for founders who feel bored by what's working
• How to structure one funnel that leads to two offers, instead of running two competing funnels
• Why a personal brand doesn't need a grand announcement — or its own separate business
• Practical ideas for finding your "hook" and turning conversations into content without losing your voice to AI

Key Takeaways:

1. If your programs solve genuinely different problems, your audience probably doesn't need two content funnels — they need one funnel with a clear self-select moment (a "not sure which one you need?" CTA) and application-style entry into the more advanced offer.
2. Content pillars usually overlap more than founders assume — beginners want to hear what's ahead of them, and advanced audiences want reminders of the fundamentals.
3. A personal brand isn't a rebrand. You can shift a podcast's tone and content gradually — your audience is evolving with you and doesn't need a big announcement unless you're shutting the whole thing down.
4. Protect a few hours a week for creative content with no attached sales outcome — the only metric is whether it felt honest and alive.
5. If AI-assisted content creation starts to feel like it's flattening your voice, the fix isn't to abandon it — it's to feed it your actual unscripted thoughts (via a recorded weekly check-in, a voice memo, or a journaling habit) so it has something real to work with.

Memorable Quotes:

• "I could probably get most of your course information on ChatGPT or Claude... but I can't get your aura, your essence." — Kelsey Reidl
• "The money is often in the monotony." — Kelsey Reidl
• "I've been really scared to share my own opinion... this almost feels like a rebellion." — Stephanie Long

Resources Mentioned:

• Stephanie’s Instagram: @stephanielong.ca
• Stephanie’s Website: stephanielong.ca
• Kelsey’s Instagram: @KelseyReidl
• Kelsey’s Website: KelseyReidl.com
• Launch Your Nutrition Biz (Stephanie's beginner program)
• Booked Out Nutritionist (Stephanie's advanced program and podcast)
• Amy Porterfield's Digital Course Academy → Momentum membership model
• The "Yap Challenge" (short daily video prompts, referenced via a coach named Jessie)
• Claude, used informally by both hosts for journaling and content organization

About the Guest:

Stephanie Long is the founder of Launch Your Nutrition Biz and Booked Out Nutritionist, and has hosted a business podcast for nutrition entrepreneurs since 2018. She's currently preparing to go on maternity leave and is rethinking how personal brand fits into an already-established coaching business.