In 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 coachability, not flexibility, is the key to progress

In 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) factors influence decision-making
• Why she is NOT a fan of the term "neuromarketing" and the myths behind the "buy button in the brain"
• How small businesses can apply behavioral science tools ethically and affordably
• The value of being an external advocate or "subject matter expert" when making research-based decisions

Key Takeaway:

Even with limited resources, entrepreneurs can apply behavioral science by focusing on thoughtful, ethical design choices and validated research tools that respect consumer autonomy.

Ethics in Neuroscience & Marketing:

Michelle highlights the importance of transparency and validation in research methods. She challenges the hype around neuromarketing and advocates for using neuroscience to inform—not manipulate—consumer decisions.

Here are two ways to connect with Michelle:

LinkedIn: https://www.linkedin.com/in/michelle-niedziela-phd-b581a712/

Visit her website: https://www.nerdoscientist.com/

Michelle is also on the executive board of Bescy Philly chapter (https://www.bescy.org/) in case you would like to stay up to date with behavioral science workshops and events organized by your local Bescy chapter. You can also follow the organization on LinkedIn (https://www.linkedin.com/company/bescy/).

In 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

Key Takeaways:

• Internal branding = culture and training. It ensures your team delivers experiences aligned with your values.
• A poorly trained employee can cause massive brand damage—even outside of work hours.
• Proactive internal branding helps avoid costly mistakes and builds long-term trust with customers.
• Even if you're a team of one now, set the foundation early for consistent brand delivery as you grow.

This 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 unexpected ways people, timing, and opportunities shape your journey
• What it means to “create your own luck” by showing up and staying ready
• Why trusting in the process (and a little faith) matters—especially during uncertain times

Key Takeaways:

• Luck isn’t random—it often rewards preparation, persistence, and presence
• Your network and small interactions can have a massive long-term impact
• Faith, mindset, and resilience are just as vital as strategy in business
• Delays or rejections may be blessings in disguise—timing is everything

Running 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 Takeaways:

• You can’t do it all—and that’s okay. Set realistic goals to avoid frustration.
• Self-care is non-negotiable. It’s not a luxury—it’s a long-term business strategy.
• Feeding kids might take 30 minutes… or 90. Plan for life’s unpredictability.
• Be flexible. Adjust your to-do list daily based on your actual bandwidth.

What 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 small and specific, then scale your business strategically.
• Don’t "throw spaghetti at the wall" with your messaging—clarity and consistency win every time.

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 the identities that drive your customers' decisions
• Real-world brand example: how Bumbleride strollers speak to both eco-conscious and athletic moms
• The power of messaging: tailoring your language to the motivations behind your customer’s identity
• The importance of market research in understanding your audience's "buying identity"

Key Takeaways:

• Consumers buy through the lens of identity—learn which one your brand taps into.
• You can (and should) speak to overlapping identities (e.g., mom + athlete + environmentalist).
• Different customer motivations (want to look good/feel good vs. a medical problem) require distinct messaging strategies.

In 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 make sure you elevate your brand message online and offline.

Key Takeaways:

• Why storytelling works: Humans connect with stories emotionally before they respond logically.
• Real-life examples: From family-owned stores in Bulgaria to local eco-friendly cleaning services in the U.S.
• Marketing psychology: Storytelling helps customers remember your message and trust your mission.
• Practical storytelling prompts: Share your why, your mission, and the impact you're creating.
• Advice for small business owners: Use storytelling to build internal and external brand loyalty.
• Insights from conversations with my students: How price sensitivity and target demographics affect story-driven sales

Action Steps:

1. Reflect on why you started your business. Tell your story!
2. Share a story about a customer experience or early struggle.
3. Incorporate your story into your digital content.
4. Train your team to align with your brand values (internal branding).