Hey, Shaker and welcome to Worth salt, The
podcast that shakes up your marketing game in
the health and wellness industry. Worth your salt
is brought to you by salt marketing. Salt
Marketing helps Health and wellness practitioners build trust
and authority to attract a steady stream of
inbound wellness seekers. For more information you can
visit us online at salt marketing dot c.
I'm Jennifer Or story brand certified guide, marketing
strategist with salt marketing and your host for
today's episode of worth your salt.
Now, in today's world where wellness practices are
more essential than ever, finding effective ways to
scale your wellness business can be a game
changer. Today, I wanna help you discover actionable
strategies to expand your reach, your impact and
your profitability
in the realm of illness without compromising your
authenticity. I'm honored welcome a true visionary in
wellness industry Kate Still. With a rich tapestry
of experience as an entrepreneur arabic practitioner and
certified yoga teacher, Kate has been at the
forefront of guiding individuals to optimal health and
well being since 2001.
As the founder of yoga healer dot com
and yoga health coaching, she has cultivated a
vibrant global community of wellness enthusiasts eager to
elevate their personal and collective wellness. With a
wealth of knowledge to still from years of
dedicated practice and study, Kate is uniquely positioned
to share invaluable insights on how you can
scale your wellness business. Get ready for transformative
wisdom that will help you unlock the secrets
to thriving in this ever evolving landscape of
wellness. Kate, I really appreciate you joining me
today on worth yourself. Thanks, Jennifer. I'm excited
to be here. It's okay. We almost always
start with a backstory in yourself. So share
with us how you came to this point
in your journey? Yeah. So I started yoga
healer dot com in in early days. Like,
2001,
San Francisco, I was
training as an medicine practitioner and as a
I yoga.
Teacher, which were both, like, 2 year program.
So it was like before, like, the weekend
workshop via a yoga teacher kind of training.
And I
found that I was a content creator. So,
like, back before we had those words, I
would naturally create tip sheets and things for
my
friends and. You know, basically found that
I had a knack for simplifying
ancient wisdom in a way that people could
benefit in their just day to day experience.
Like they could incorporate things daily that would
make a big difference
fast forward a few years later. And I
found by about 20 10:20 12. Other wellness
pros were asking me why I was successful.
And so then I started to shared, like,
the behind the scenes of how you
how do you grow your wellness business?
I found that most wellness pros are not
centered on on results. They're centered on variance.
Mh and that if they could become a
little bit more results focused in their business
model that that would greatly
advantage both them enjoying the impact of Of
their work, but they also set their clients
were actually, like, not just you know,
signing up for an experience, but but more
of to solve, like, really deep problems. Mh.
And and that's different than teaching or that's
different than being a practitioner. So all that
grew into Wellness Pro academy. Very nice. And,
you know, that that discovery of the... That
it needed to be results focused, and that
translated not just for your clients, but also
for yourself as a business.
Brilliant. And I know you you mentioned to
me earlier that you just hired 5 new
employees. You just had a birthday yesterday. You're
an Avid skier, you're a Mountain biker, your
surfer
you know, you run this online wellness community,
you host your own podcast. You've written 8
books over the last 9 years. How do
you do all of this?
You know, I have had a lifestyle driven
business the whole time, which means that
I lead from my lifestyle. And so that
actually has opened up an enormous amount of
time. I mean, we'd all do have 24
hours in a day, but most of it
using really differently. And what I found early
early days as a... Are your vi medicine
practitioner?
Where does my unique genius intersect the marketplace.
And and when I'm in that, I'm in
a flow state. And there's a lot of
ways to work. Mh. I'm very
impact driven. I have a lot of ambition.
I've always had a lot of ambition for
for impact, I found that if It I
couldn't scale, my impact, like what was I
doing? Mh. And I find that the books...
Either books are so efficient away because they
are very internally
rewarding, Like, they're a way of going into
the deepest work. They're very much sa symbolic.
Mh type work there also a way that
I don't have to repeat myself. So Mh.
I can say, like chapter 3 and get
a whole community
adopted to chapter 3. Right? Mh.
No much lower leverage. And then if they
can adopt their communities to chapter 3. Yeah.
Well, and I love what you were saying
about it. It's a system. You know, go
go here, go here to chapter 3 and
and we're teaching the same thing. Does that
make sense to people and clearly it helps
you be scalable.
I wanna go back to what you're seeing
is a second go about finding where your
genius intersect the market. I wanna I wanna
talk about your book how to scale your
wellness business.
Because in it, you talk about making that
impact and reaching as many people as possible.
So leveraging your expertise and your convictions to
make yourself the go to wellness authority. Like,
you talk about, authentically building a club around
your expertise. Can you talk about that a
little bit? Yeah. And I just wanna I
just wanna say 1 thing to you right
off the bat because some people I know.
I mean, I just know wellness this pros
inside out a because I am 1 of
you. We haven't seen and.
I'm being because I've been working with Office
Pros for 20 years. Some of us are
meant to do really deep work with a
small group of people, and I just wanna
honor that first and foremost. And then others
of us are more like me where it's
like, the more the the more the mer,
and we really do wanna work with big
numbers. Most wellness pros have no idea how
many people they wanna impact. Mh. Wellness Pro
academy, we help Wellness pros of all
shapes and sizes. I mean, everything from, like,
the most
woo
energy, healer to a functional medicine or, you
know, how do we develop a club around
their unique expertise around their vibe, around their
convictions and around their habits?
Everything is lead from lifestyle. So we want
wellness pros to be in integrity with who
they are and what they're here to do,
both from their, you know, for some people,
they have 5 degrees.
You know, backing up their wellness wisdom for
other people,
it's very experiential. Mh right. And we don't
say that 1 is better than the other.
It's like, if you can guide your people
to results, that's how we're gonna judge you.
Right? Right? And so then the club model
what we find with that is this it's
pretty simple concept to understand. It's like if
you have a community of belonging and becoming
if you have a club that a very
specific kind of person wants to be in
to get your results they don't actually wanna
leave. Mh. So once they find it, they
find also
people they can grow with. We call that
a growth group. Right? So your club is
a growth group, and then having an annual
subscription. That's a serious enough investment for people
to be invested. Yeah. So that's it. You
know, it's like, wisdom habits, convictions and then
vibe is the other thing it's, like, at
if you read Sally Hogs head, I'm sure
you have.
Her whole personality, Mh. Typing system, how you
fa.
So I'm a I'm a big fan of
her
thought leadership around, like, if you can accurately
portray other people's experience of you. Mh. Right?
It just makes it easier. Yeah. That makes
perfect sense. And I know you've studied Alex
from and, you know, the whole idea of
building a club and building that community and
offering more value. I would love to hear
if you have some practical tips and this
goes right along with, you know how you
you encourage people to be more ambitious. How
can you effectively communicate your value proposition? So,
like, you do that very well You articulate
it very clearly, but a lot of wellness
practitioners have difficulty.
Like you said, their support. They're thinking of
everybody else. How do they articulate their own
value prop. I mean, it takes us... It
honestly takes us 3 months. Which
right. Yep. Because they come in and they
have a mix of certifications and they identify
with their certifications. Mh. I or through more
than their value proposition. So if they don't
know the end results they can guide someone
into. They don't know their value prop exactly.
They don't Right? So then it's like, what
is their offer? Mh. It's like, okay. Now
we're gonna we're gonna take your offer, and
we're gonna implement it. And it's still gonna
take us a couple months.
To identify more with. Mh. Okay. I will
adopt the club model, and I'm gonna guide
people to results through, you know, through an
experience where they have time
Yep. I mean, we're changing our brain.
Mh. Right? To be a much better leader.
Mh. Be a much better guide to people
to results, and that's where we do
experience the true value. Right? Of like, wow.
I can I can lead from my lifestyle?
I can mh from my conviction. I can
lead from me and my own personality. I
don't have to be somebody else.
I can lead from my wellness expertise. Mh.
Right? And you're gonna get better at guiding
people to results. And then when you meet
someone you're like, oh, my gosh. The only
way I can help you. Is you're in
my club. Mh. The only way I can
guide you to results is if you're in
my club. So that proposing of the value,
right? What is The only way I can
help you is to get to the specific
end results that this person in front of
me means prospect wants to get to. Mh.
I propose I can get you there if
you're in my club because I'm already delivered
this value and I have all these member
stories.
And then, you know, of course, the this
idea of of enjoying the journey, not necessarily
knowing what the outcome is. You've done a
really fantastic job of finding opportunities to to
scale your business. Like, looking for those things
that people were leaning into and places that
you could leverage your expertise how can how
can practitioners do that? How do we identify
opportunities to to scale what we're doing? I
mean, to me it all goes down to
the business model. So most people have a
dollar... Like, I I call transactional. So most
people come to us with a transactional business
model, meaning that
they're
their client patient or students to the end
results of the client patients students want that
the Wellness pro most wants to guide them
to because they have a transactional business model,
which means that the they're paying by the
service or they're paying by the product. Right?
So it's not a business model that creates
the community of belonging and becoming or something
can actually get even... It's why all what
happens. I mean, I've been doing this for
so long. And I'm like, my club thrive
members that have been into 2 to 3
years
Like, they can they can x the results
the longer they're in their in the club.
Mh. No one's taking on that
responsibility.
Mh. I'm saying like, hey, let me sit
down and really figure out what's going on
with you. Let me really figure out what
you're gonna need over the next year or
2.
To experience what you're gonna wanna experience next
in your life. And let me and let
me package, Like, let me create an offering
Right? That's actually gonna get you there. What
where I'm gonna commit to getting you there
as the Wellness pro. And you're gonna commit
to getting there with your investment. And well,
we goes back to what you're saying earlier
about trading time for money as opposed to
coming up with a system in a process
that's going to get results. So I love
that. Yeah. And of those that don't think
they're doing it because they're offering a course
or program. They don't realize that, well, what
happens when it ends. Mh. Right? Now that
person who's built this bond,
maybe with a group. Right? In a community,
maybe met their new best friends, maybe actually
had a true
mentor, guide, leader.
Alright, Kate, I'm hoping our listeners are beginning
to understand how you've intentionally created success not
just for yourself, but for others. I have
to take a quick sponsorship break right now,
but when we come, I wanna bring the
conversation around to your specific habits and systems.
The worth your sold podcast is great to
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I'm back here on the worth salt podcast
with Kate S, author entrepreneur and highly successful
wellness practitioner. So, Kate, can you elaborate on
your view of the role of habits both
in achieving wellness goals and in successfully scaling
a business. Yeah. Absolutely. So habits is the
core of my work and all I'll just
tell a quick story about how I figured
this out.
Early days as an medicine practitioner and a
yoga teacher yoga studio owner, and I started
in 2002 offering the yogi detox, which still
exists at yogi detox dot com. And I
found that people joining a 3 week detox
where we focused on... We basically
rewire someone's daily habits and seasonal habits. Mh
So I've got all this 1 on 1
work. And then I've got this, like 3
week habit change group work. Now, all my
1 on 1 work involved habit evolution. Right?
Like, we need to change these habits in
order for you to feel better.
But also take these, you know, take these
supplements
and follow the specific diet and blah blah
blah blah. So what I found is, like,
3 week detox,
was massive evolution. Like massive breakthroughs. Mh. I
was like holy cow like it creates this
community.
Around habits. And these people have breakthroughs and
they change
how they are with each other. They keep
their habits up. You know, even between detox
Like, yeah, They've totally slide in backtracking and
all that, but they kinda on the back
of their mind what works for them. So
my work just kept coming back to habits
habits habits,
I... For the first
I don't know. 20 years was in the
habits of Circadian rhythm, And what they brought
me to was the habits of the primal
habits
this people say they want the science they
don't. Mh. Right. They just wanna know that
someone knows what the science is. Mh. You
just wanna know, like, what are the habits
I'm supposed to be doing. Yeah. And that's
primal habits and the habits before agriculture. So
those are the habits that I do. They're
the habits of why I have so much
focus and so much free time and autonomy.
In my life. Why my child? Like, yesterday,
we were... Was my birthday. We snow into
a hot spring at a waterfall.
And, you know, she She was honestly in
the cold water as much as the hot
water. Like, she's automated cryo therapy as a
16 year old. Mh.
She does cryo therapy every day, at least
once a day. She intermittent fast. She's automated
the primal habits. And she has so much
autonomy over her life. She's a 4 student.
She, you know, without honestly very much effort.
And she does what she wants to do.
She... I've raised her primarily, like, beyond Mister
aca, you know, beyond and, like, these are
the basic things to do.
Yeah. Yeah. I love that. And going back
to what you're saying about how habits, people
with the habits actually have more success than
those who are, you know, paying into giant
transformations. So
how can wellness practitioners sort of create that
system to transform client habits and get them
to success? I mean, that's what we do
in the business. Like that's that's why we've
gonna the is, like, we know that our...
We are an ultra social species. This is,
like, the data's is in on this, Like,
humans are an ultra social species. You pick
up the habits of the people you're around.
So if your family has, you know, say
you're buying more processed food, you're picking up
more pizzas to go or whatever, you're kind
of, you know, in the, like, I'm busy
all the time I don't have enough time.
Right? Then Mh. The loser are, the habits
that you're prop
around.
So what we find in the club models
is if wellness pros can... And we we
do this with them in their offer. Is
like, we figure out what are the habits
that'll actually get their clients to results. What
are the habits that they wish they personally
had more integrity with. And we build the
club around their habits. And then and then
we do a lot
of coaching around
habit evolution science or behavioral science of, like,
how do you how do you get a
group of people to, You know, both slowly
and steadily Kai, change their habits, but also
have would I call great leaps forward? Let's
let's dig in a little bit on on
the Clubs idea. You know, in your your
offering you talk about, you know, wellness those
professionals can triple their profits without increasing overhead.
I'm sure everyone listening is thinking, how how
do I do this? So how how how
is that done? How do you teach people?
Yeah. So, I mean, at Wellness Pro academy,
it is a club. For wellness Pros where
we have this 6 step system. So the
first the first is offer. Like, we figure
out what is what is in your club
offer, then
to is club, like how we're gonna build
your club. We've we've used school since before
Alex Mo invested in Sam Evans company. We
were, extremely early.
Into school and into even Sam Evans consulting
programs, etcetera. We kinda grew up on
on on that. Mh. So that's number 2,
and then 3 sales for leads, 5 coaching,
wellness coaching and 6 systems, and we... It
takes us you know, depends on the Wellness
pros. Some some wellness pros come in, they
already have an email list. They already have,
you know, a book down clientele, and they're
just looking for they're looking for scale. Others
come to us, and they've got, like, 25
offerings and there's, like 2 people in each
kind thing
all over the board, and they have, like,
a little bit of a following in Instagram
and, you know, a couple hundred people on.
So we we're like, hey, just plug and
play this stuff in. Mh. Focus on leads
and sales, start coaching. Right? As you start
coaching your members in your club, you're gonna
find out what they actually need. Then
build your content right now. Yeah.
More reason to reinvent the Whale. Might as
well lean into what we know works for
sure. Yeah. Exactly. Exactly. And then you just
get really good
transformation. Mh. If you're with people jumping in
the freezing cold water, it's way easier to
do it together then it is alone. If
everyone's doing it's easier to get Absolutely.
I'm wondering a little bit about, more experienced
practitioners and you you alluded to this and
varying levels that people come to you. But
how do more experienced practitioners
optimize profitability and sustainability. Once they've sort of
been through? Because you like you're saying, you
know, we're always by your side, we're gonna
guide you through. So how do you get
when you
optimized everything. How do you get to that
point of profitability and sustainability? It's scalable Because
they're either gonna to scale of scarcity or
they're gonna... You know, or they're gonna scale
more basically, more people in transformation. They're gonna
scale with marketing. Mh. So 1 or the
other. Right? So say they're, you know, an
in demand hot in demand functional medicine doctor
and their club 10, you know, 10 k,
and they wanna work with 20 people that's,
you know, that's a 200 k business, say
they decide they wanna work with 40 people.
Now they have a know, it's like, it
just scales. Mh. Right? And so it's already
a Vip offering that that they have. Mh.
That our clubs become networks. So they're also
a people set. Like Wellness Pro had made
the power in there is like, you are
hanging out in a collaborative leadership experience
with a hundred other wellness pros.
Right? Mh. And as we're teaching them that
model. They naturally are like, oh my gosh.
I get it. I'm experiencing it, we model
everything we teach. At of clubs arrive on
this pro academy? So all they have to
think of is, like, how's Kate doing it?
Or what are they... What am I already
experiencing over here? And then they get to
collaborate
I love that. Alright, Kate, Fantastic insight. It's
time for another quick break while be right
back after this. Pace salt Nation, you're listening
to the Worth salt podcast. I'm Jennifer Oracle.
And today, I'm talking with Kate film about
how you can successfully scale your wellness practice.
We'd love to hear how you're creating mindset
and habits essential to grow and scale, so
be sure to join us over on Instagram,
Linkedin or Facebook and let us know how
you're positioning your practice to take advantage of
growth opportunities.
Kate, you have such an impressive body of
work that I'm sure many of our listeners
will want to explore it.
But you're known for your ability to grow
your audience and you're following to build your
many enterprises. So how do you cultivate and
maintain that sense of community within this this
wellness space? I'm very clear
on my convictions?
Around wellness. I'm very clear on my daily
habits that that I I do and I
aspire to. You know, if all my clubs,
I'm a member, as well as a leader.
Right. And so based on
based on that, I can just speak from
the experience, and I can speak from my
members experiences. Mh. And what that does is
it creates a community of belonging and becoming.
So we're... It's a it's a... You know,
whether you're on my email newsletter you listen
to my podcast or you're on 1 of
my free Facebook groups, it's like,
there's something in here that there's a vibe
that there's a reason to tune in. Mh.
So then when people meet me, they're just,
like, oh, my gosh. Exactly like I expected
you. Mh. You know, it's like, I've only
heard that for over a decade, and I'm
like, oh, that's good. Because we've all met
people that are different in person they are
online. Mh. And it's it's unsettling. Definitely. Well...
And I'm wondering that authenticity that plays in
there. Any advice on navigating
the challenges of this this industry because there
are a lot of people who don't walk
the talk So how do we how do
we navigate that? Oh, my gosh. It's like,
you know, I find, like, client repel is
And I, you know, I grew up in
a very classical classical yoga system, which I
feel like had its own client repel, which
is like, where you put yourself in a
pedestal.
Or you put the teachings on a pedestal,
and they become... It becomes so fragile because
first of all, then you have impostor syndrome
because you're not you know you can't be
in integrity with perfection because you're not because
you're human. Right? And because you're not willing
to call yourself out, and and I've seen
it in coaching Wellness pros for well over
a decade It's like, the ones that
can't shake the, like, this is how I
wanna appear. They may just can never get
a gathering. They can't create a following. Mh.
You know? And then. They find that, you
know, there's, like, 1 or 2 people that
are kinda just like them.
That are trying to do this perfection. Mh.
So the more you're trying to portray yourself
as, like, the perfect picture of health or
the perfect picture of This or that. Like,
the more you're gonna lose in the marketplace.
Yeah. And I honestly think as a society,
we're we're moving away from that idea of
influencers who have cultivated this particular way of
being and definitely leaning into people who are
more authentic who who are really there with
us and and understand what what we've been
through. Yeah. Yeah. Exact. But that's a whole
their. Of of understanding and that's what you
lead from. Mh. Brian? And so you can
tell this... You can tell those stories from
that place. I could've have written which is
Cancer Journal
in my twenties thirties or forties. Like, that
was my 50 year old book. There's just
no no doubt. I had to cross a
threshold. Yeah. In order to do that. So
I just advised too if, like, you are
a younger Wellness pro, have some respect for
the aging process. Again, we're back to community
of belonging and becoming. Mh. You know, so
if you're sharing from Wellness the raw experience
without AAA deeper cultivated
timeless wisdom, Like, it's not gonna work that
way either. I know.
So, yeah,
Yeah. But you make a really good point
about crushing that threshold, you know, into your
fifties where you've
you've gotten to that point where you do
have that wisdom that perspective that someone who's
younger might not and and we all need
to respect to that. So I... I definitely,
you've you've named a few of your websites
and locations that people can find more information,
but if I wanna know more about you
about your online communities, books any of the
many things that you offer, where can we
go online? Yeah. So for wellness Pros looking
for Wellness Pro business stuff, Go to? Wellness
pro dot academy.
And there, you'll see in the upper operate
corner, you'll see a free training, and that's
really the best way for you to wellness
tap into what we're doing. Is just go
there. If you're into primal habits and wanna
know me more as thought leader go to
club drive dot global,
you know, to see what... If you're a
good fit to be in Club drive. And
if you just wanna follow me, kate s
dot com. So CATESTILLMAN
dot com. And that's where, you know, if
you want me to speak on your podcast
or whatnot, you can go there. Perfect. And,
of course, Links to Kate's website and social
platforms as well as the ways you can
connect with her resources will be available on
our website at salt marketing dot c. And
I will definitely put that coupon code that
you mentioned earlier there as well. But right
now is time for our lightning round questions.
So these are a few quick questions I
like to ask of every guest. Are you
ready?
Yeah.
Alright. First question is what something about you
that often surprises people? The depth of
my urine therapy practice?
Interesting. Interesting. It's a good answer. That's gonna
make everybody
Yeah. There you go. Alright. Normal have it.
There you go. Alright. Next question, What is
your favorite thing about the work that you
do? Getting people to results? Yeah. I figured
That was the that was the right answer.
Alright. Next question. What's the best piece of
advice you've ever been given? You're the hardest
thing first thing. Yeah. Eat that fraud frog.
Great. Alright. Last question, who is inspiring you
right now? What podcast you're listening to? What's
the best book you've read recently? I am.
My whole team plugged into her nation. Okay.
That makes perfect sense. Alright, Kate, thank you
so much for joining me on this week's
episode of with yourself. Thank you, Jennifer. Really
a pleasure.
I also wanna thank our audience and let
you know that if you're ready for your
worth your salt debut, tell us about your
expertise by Eva. Us at grow at salt
marketing dot c. Be sure to subscribe on
our website so you never miss an episode.
And finally, leave us a review or give
the show a handful of stars wherever you
get your content, lang all for this episode
of worth your yourself. Be sure to join
me again next time. In the meantime, let's
get out there and shake things up.