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.

In this episode, host Kelsey sits down with Lauren Murdoch, founder of Murdoch Marketing, a fractional marketing consultancy based in Burlington, Ontario. Lauren shares the raw, messy, and ultimately inspiring story of leaving a burnout-inducing corporate career, taking her family to New Zealand for four months, and coming home to build a business rooted in clarity, community, and genuine strategy. This is a must-listen for marketers, entrepreneurs, and anyone who has ever felt the pull toward something more aligned — but wasn't sure how to get there.

• How Lauren went from corporate marketer to fractional marketing consultant after 15 years
• The 1:00–3:00 AM panic attacks that finally pushed her to quit
• Why she spent months saying yes to everything — and what it unlocked
• The real story of how her family made four months in New Zealand happen (no big bank account required)
• Her first fractional client — and why he showed up at a golf simulator
• Why going viral is NOT the goal — and what actually generates revenue
• The simple marketing moves most small business owners skip entirely
• How co-hosting workshops became her most powerful visibility strategy
• Why she hopes she never goes viral

1. It's never the right time to take the leap — but if the desire is there, dig in and figure out how to make it work. The right conditions rarely just appear; you have to engineer them.
2. In the early days of a new business, saying yes to everything isn't reckless — it's research. Clarity comes from doing, not planning.
3. The best marketing starts with one thing: being relentlessly clear about who you are, what you offer, and telling people exactly what to do next.
4. Optimize before you add. Before building a new offer or platform, look at what you already have and ask if it's been given a real chance to work.
5. Getting out of your office and into rooms — events, coffee chats, workshops — is still one of the most underrated business development strategies that exists.

• "You will always find reasons not to do something. It's never a good time."
• "Don't go try to do five to ten channels. Pick two. Get really good at those."
• "I genuinely hope I don't go viral — because that's not the fastest path to building a real business."

• Murdoch Marketing website:murdochmarketing.ca
• Lauren’s Instagram:@itslaurenmurdoch
• Kelsey's Website: www.KelseyReidl.com
• Kelsey's Instagram: @KelseyReidl
• July 23rd Burlington Event: Cocktails, dinner & speakers on inner self and outer style — checkmurdochmarketing.ca for details
• New Zealand Work From Heart sabbatical program (mentioned in context of Lauren's employer's policies)

Lauren Murdoch is the founder of Murdoch Marketing, a fractional marketing consultancy helping entrepreneurs and small business owners build clear, effective marketing strategies. After 15 years scaling companies in corporate marketing, she left to build a business and life that actually fit — including a four-month family adventure in New Zealand. She's based in the Burlington/Hamilton area of Ontario and works with clients across Canada.

Matt Diamante — founder of the Hey Tony Agency — joins host Kelsey for a candid conversation about his winding path from process server to band member to SEO expert. Matt breaks down the foundational steps any small business owner can take to rank on Google, explains how AI search is changing content strategy, and shares the simple daily habit that transformed his referral-only agency into a content-driven machine.

• How Matt accidentally fell into marketing while trying to promote his band
• The unusual jobs (process server, film crew) that shaped how he runs his agency
• Growing an alternative lifestyle blog from zero to 4 million monthly visitors — and what it taught him about hooks
• The origin story behind the name "Hey Tony"
• The three SEO fundamentals every small business needs: Google Business Profile, a multi-page website, and topical authority
• Why most SEO vendors are scamming small businesses — and how to protect yourself
• The AI prompt Matt uses to write unique, expert-driven blog posts in one hour
• How SEO is evolving in the age of ChatGPT and AI search engines
• What two books pushed Matt to post on social media every single day in 2023
• Why he doesn't batch content — and why he thinks you shouldn't either

1. Every page on your website is a door. Service-based businesses should have a dedicated page for every service they offer. If Google doesn't see it, it doesn't know you offer it.
2. Use AI to extract your expertise, not replace it. Instead of asking ChatGPT to "write a blog post," prompt it to interview you with 10 questions and answer in voice mode. The result is genuinely unique content that reflects your experience.
3. Get to the point faster. In the age of AI search, content that buries the answer under a long preamble will lose. Lead with the answer, then go deeper.
4. Reviews require a system, not willpower. Build a consistent ask into every completed transaction. You can incentivize leaving a review — just not a five-star one specifically.
5. Consistency beats perfection. Matt went from 4 hours per video to 5–10 minutes by posting every single day. The skill builds. The ideas flow. Just start.

• "I believe the world is built on small businesses. If I can help good people grow through SEO, they can hire more staff, create jobs, send their kids to college. If I want to make the world a better place, I can do that one small business at a time." — Matt Diamante
• "SEO is just solving somebody's problem. How do I fix this myself? That's a blog post. How do I hire someone? That's a service page." — Matt Diamante
• "That's basically how you run a business. You set up a printer in your car and you figure out how to do this more efficiently." — Matt Diamante

• Instagram: Search @heytonyagency or Matt Diamante
• ???? Get Found by Matt Diamante — Matt's plain-English SEO book for small business owners
• ???? The One Thing by Gary Keller & Jay Papasan
• ???? Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
• ???? AnswerThePublic.com — tool for finding customer questions to write blog posts around
• ???? ChatGPT / Claude — recommended AI tools for blog post creation
• ???? Hey Tony Inside — Matt's community for small business owners doing their own SEO
• ???? Google Business Profile — free local SEO tool for any brick-and-mortar or service-area business

Matt Diamante is the founder of Hey Tony Agency, a Canadian digital marketing agency specializing in SEO for small businesses. After growing an alternative lifestyle publication to 4 million monthly visitors, Matt channelled those hard-won content lessons into building an agency, a community, and a book — all aimed at helping small business owners get found online without getting scammed. He has posted on social media every single day since January 2023.

In this candid solo episode, Kelsey Reidel breaks down four mindset shifts she's observed over nearly a decade in business — distinctions that separate entrepreneurs who stay stuck from those who keep growing. Inspired by a morning hike and a Marco Polo conversation with two long-time entrepreneur friends, Kelsey shares real scenarios, personal stories, and honest reflections on what it actually takes to build a sustainable business.

• Why "junior" vs. "experienced" has nothing to do with how long you've been in business
• The real purpose of your first event, launch, or marketing experiment (hint: it's not profit)
• Why experienced entrepreneurs still slide into DMs — and why you should too
• How to turn every "no" into a source of intelligence rather than a source of shame
• The emotional regulation strategies that keep seasoned entrepreneurs from spiraling when things go sideways

1. Your first event is a research project, not a revenue event. Kelsey grew her events from 10 women in a free coffee shop to 80 women at a sold-out, fully sponsored venue — one small step at a time. Start with three people if you have to.
2. The unscalable work is where the business actually gets built. No matter how big your email list, DMs, coffee chats, and personal follow-ups still move the needle. The most successful entrepreneurs never stop doing this work.
3. "No" means "not yet" — treat it like data. Every objection tells you something your messaging isn't addressing. Get curious instead of shutting down.
4. One hard week isn't a business crisis. The experienced entrepreneur has systems to process difficult events without letting them derail the entire plan.
5. You are your business's biggest cheerleader. The moment you start to believe it's not working, your revenue reflects it. Protect your confidence fiercely.

• "Hosting your first event is never about profiting on day one. It's about brand-building, visibility, relationship-building, and market research — all rolled into one."
• "The experienced entrepreneur never outgrows the unscalable stuff. They just get more intentional about it."
• "When people say no, it usually means 'not yet,' or 'I don't have the information I need.' Get curious — don't shut down."

• Kelsey’s Website: KelseyReidl.com
• Kelsey’s Instagram: @KelseyReidl
• Chicka Chicka Boom Boom by Bill Martin Jr. & John Archambault — Kelsey's go-to reminder that it's A to B, not A to Z
• Marco Polo app — Kelsey's favourite tool for voice-note conversations with business friends
• Rain or Shine event in Prince Edward County — July 17th (details on Kelsey's Instagram)

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.

Sonya Szabo is a Canadian business lawyer, former café owner, and entrepreneur who has never done things the conventional way — and that's exactly why it works. In this episode, she returns to the Rain or Shine podcast after eight years to share the full arc of her story: building and selling the Vic Café, going to law school at forty, battling imposter syndrome, and ultimately creating a law practice that reflects her values instead of the industry mold.

• How Sonya opened the Vic Café at 35 with three kids — and led with boundaries from day one
• Why she hired a manager before opening the doors
• The highs and hard realities of running a brick-and-mortar restaurant for eight years
• Going back to law school at forty and navigating four years of imposter syndrome
• The "90-year-old self" exercise Sonya uses to make every major decision
• Her "quit week" in 2025 — what triggered it and what brought her back
• Why in-person relationship-building has been her most effective marketing strategy
• What Zebo Law does and how to work with Sonya

1. Know your priorities before you open your doors. Sonya put a note in her very first employee handbook that said she was a mom first — and that transparency set the tone for every working relationship that followed.
2. Build the business around your strengths, not your job description. She hired a manager before opening and stayed focused on owner-level decisions from the start.
3. Your vision isn't a prediction — it's a decision-making filter. Sonya doesn't hold her vision because she expects it to happen exactly as planned; she holds it because it tells her what to say yes and no to.
4. Think about your ninety-year-old self. When you filter decisions through who you want to be at the end of your life, the noise clears fast.
5. A "quit week" isn't the end — it's a signal. Panic means something isn't working. Go back to your values before you go anywhere else.

• "Before we even opened our doors, we hired a manager. Traditionally that would have been the owner's job — but I knew I needed to outsource that and just be the owner."
• "When I hold a decision up against my vision and ask, 'Will this bring me closer to where I want to go?' — the answer tells me whether to say yes or no."
• "When people started connecting me and 'lawyer' together, you could see the relief on their faces — like, finally, a lawyer who doesn't make me feel belittled. Someone who makes me feel empowered."

• The 7 Habits of Highly Effective People by Stephen R. Covey
• The E-Myth by Michael E. Gerber (referenced)
• Sonya's Instagram: @askmeaboutcontracts
• Sonya's Website: sonyaszabo.com
• Kelsey’s Website: KelseyReidl.com
• Kelsey’s Instagram: @KelseyReidl
• First Rain or Shine episode featuring Sonya
• Voxer app — walkie-talkie voice messaging

Sonya Szabo is a Canadian business lawyer and the founder of Zebo Law, where she helps entrepreneurs and business owners navigate contracts, corporate structure, trademarks, and more — in language they can actually understand. After eight years running the Vic Café in Prince Edward County and selling it in 2023, Sonya went to law school at forty and built a practice rooted in her own experience as a founder, parent, and entrepreneur.

In this candid solo session, Kelsey answers your top marketing questions — covering pricing strategy, how to evaluate cold PR pitches, and what to do when your Instagram feels scattered and purposeless. Woven throughout are honest life updates: navigating her second pregnancy, the power of accountability, and how to embrace change as an entrepreneur.

• Why accountability partners (and assistant nudges) are the secret to getting things done
• How pregnancy #2 has looked very different — and why Kelsey is packing her calendar before mat leave
• Debating winter babies vs. summer babies (she genuinely wants your input)
• The Picasso story and what it teaches you about price vs. value
• How to know if your prices are too low, too high, or just right
• The truth about cold pitch emails — when to say yes and when to run
• A step-by-step Instagram strategy for business owners who feel scattered
• The four-part Instagram sales funnel: Create, Connect, Collect, Convert
• Why showing up imperfectly beats waiting for perfect every time

1. Accountability changes everything. You'll cancel on yourself, but you won't cancel on someone else. Use that psychology intentionally — schedule with others, hire coaches, or create external check-ins to move your biggest projects forward.
2. Pricing is a gut check. If you feel undervalued after every transaction, your prices are too low. If you feel like you're ripping someone off, they may be too high. When it feels like a mutual exchange of value — you've nailed it.
3. Evaluate cold pitches with your wallet and your gut. Only pay for media opportunities you're 100% okay losing. Ask for traffic stats, audience demographics, and backlink terms. Some are incredible; many aren't.
4. Brand pillars create consistency. Before you open Instagram again, define 3–4 content pillars — at least one professional, one personal — and some rules for what you won't post. Decision fatigue is the enemy of consistency.
5. Don't stop at "create." Most business owners post and walk away. The real magic is in connecting with your audience, collecting intel on what they need, and then actually making an offer.

• "Picasso was pricing based on his value. He's put in thousands and thousands of hours — so to charge on an hourly basis simply does not make sense."
• "Once you make that leap, you can then decide: is this the right place for me, or do I need to keep moving forward? That's what you do through life — you just keep turning the next page."
• "The ratio of people who show up and create good content is probably 1% of Instagram users. The people who want to consume? Probably 99%. So yes, it feels competitive — but the opportunity is massive."

• Kelsey’s Website: KelseyReidl.com
• Kelsey’s Instagram: @KelseyReidl
• InstaSales Course — Kelsey's four-hour Instagram sales funnel course (free for podcast listeners — DM "InstaSales" to @kelseyreidell on Instagram)
• Wave Mastermind — Kelsey's business mastermind community
• Yahoo! News — Referenced as an example of a paid media placement that converted to high-ticket clients

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.