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 our partners and sponsors. We know you're here because you want to build and scale your wellness business by providing exceptional value. In order to do that, You got to have a fully custom marketing plan that meets you where you are and brings
clarity to your vision for the future. The problem is the sheer number of things you have to pay attention to can feel overwhelming, which makes you feel like you might never achieve your goals. At salt marketing, we believe that creating trust and authority shouldn't be an ongoing struggle as a story brand certified guide. Salt marketing can help you gain clarity by applying the story brand framework to your growth strategy.
Today, we'd love for you to get started with a marketing plan you can feel confident in. Head over to Salt marketing dot c and take out 10 minute assessment. You'll get a free customized marketing plan that will generate more revenue for your business. Visit us at salt marketing dot c to get your plan today. 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.