Natalie's husband, Dr. Doug, formulated a 7-ingredient balm in a hotel room while preparing for an ultra-marathon. What was meant to be used for himself started as a side-business, and ultimately turned into Natalie leaving a multi-decade career in pharma and biotech to help run the business.

As a team, they eventually earned trust from dermatologists, holistic practitioners, and endurance athletes with their brand Dr. Doug's Balms. She breaks down what it actually takes to scale a wellness brand without compromising values.

The conversation explores education-first e-commerce, resisting “bright shiny objects,” navigating AI’s impact on small brands, and why witnessing your product change lives in person is still the most meaningful KPI.

Guest Bio:

Natalie is the co-founder of Dr. Doug’s Balms, a neurologist-developed body care brand built around clean ingredients, real science, and products people actually finish. With a background in biotech and pharma, she leads brand, education, and growth while her husband, Dr. Doug, a neurologist and endurance athlete, oversees formulation and R&D. Together, they’re building a trusted wellness brand that turns complex science into simple, effective recovery and skincare solutions.

Connect with Natalie:

LinkedIn: https://www.linkedin.com/in/nygardner
LinkedIn: https://www.linkedin.com/company/drdougsbalms/
Website: https://www.drdougs.com/
Facebook: https://www.facebook.com/drdougs/
Instagram: https://www.instagram.com/drdougsbalms
YouTube: https://www.youtube.com/channel/UCYKoVKFiUiTi5Jdsx6UOLpQ

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir
LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Website: https://www.wellnessfounders.com
Instagram: https://www.instagram.com/wellnessfounders
Spotify: https://open.spotify.com/show/5YjVR6OICHSlx03nsEnNMl
Apple Podcasts: https://podcasts.apple.com/us/podcast/wellness-founders-podcast/id1842965990
Buzzsprout: https://www.buzzsprout.com/2531665/free_share_page

Graham Weiner, a landscape designer for billionaires, hostel founder, organic farmer, and probiotic beverage entrepreneur, explains how he uses plants, pollinators, and color to create environments that change how people feel, not just how a place looks.

He walks through his journey from underpaid botanist in Brooklyn to designing gardens for billionaires and eventually building Lost Boyz Hostel and a stack of nature-led businesses in Costa Rica.

Graham also opens up about turning a 24/7 party lifestyle into three and a half years of sobriety, and why he now makes “energetically profitable” his main KPI for business and life.

Throughout the conversation, he highlights community and the five dimensions of health: social, mental, physical, emotional, and spiritual - as the real levers of long-term wellness and fulfillment.

Guest Bio:

Graham Weiner is a Costa Rica–based landscape designer, founder of the iconic Lost Boyz Hostel, and co-creator of an organic farm-to-table experience, and probiotic beverage brand. Trained as a botanist at the Brooklyn Botanic Garden, he left the public sector to design high-end private gardens and eventually build a portfolio of nature-centered ventures serving travelers, creators, and wellness seekers. Graham’s story blends regenerative land stewardship, hospitality, and sober entrepreneurship, offering a rare perspective on how to build businesses that nourish both the land and the people on it.

Connect with Graham:

Instagram: https://www.instagram.com/grays.garden/

Instagram: https://www.instagram.com/okhrafarms/

Instagram: https://www.instagram.com/farm.to.table.cr/

Instagram: https://www.instagram.com/la.pantera.rosa.real/

Instagram: https://www.instagram.com/lostboyzsantateresa/

LinkedIn: https://www.linkedin.com/in/graham-weiner/

Facebook: https://www.facebook.com/graham.weiner

Facebook: https://www.facebook.com/lostboyzsantateresa

Website: https://www.haciendaokhra.com/

Website: https://www.lostboyzsantateresa.com/

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir

LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Website: https://www.wellnessfounders.com

Instagram: https://www.instagram.com/wellnessfounders

Spotify: https://open.spotify.com/show/5YjVR6OICHSlx03nsEnNMl

Apple Podcasts: https://podcasts.apple.com/us/podcast/wellness-founders-podcast/id1842965990

Buzzsprout: https://www.buzzsprout.com/2531665/free_share_page

In this episode, we sit down with Laura Munkholm, President & Co-Founder of Walla, to unpack what it really takes to scale a wellness SaaS company without losing your soul (or your customers).

She shares how her background in sports informs her leadership style, how years of consulting in the studio space led to Walla, and what it's been like to take on the 800-pound gorilla in the space, MindBody.

Laura breaks down how their recent round of fundraising is going to fuel their AI studio software innovation, and how they've created a new category of “performance software” for studios that uses data and AI to prescribe action, not just show dashboards.

We also dive into Gen Z’s rewiring of the wellness economy, why studios should market to identities instead of age brackets, and how to build a fast-paced team that stays in their strength zone instead of burning out. If you’re building software for humans with bodies, not just users with logins, this one’s for you.

Guest Bio:

Laura Munkholm is the President and Co-Founder of Walla, an all-in-one software platform built for boutique fitness and wellness studios. A former yoga teacher, studio manager, and consultant, she’s spent two decades in the trenches helping hundreds of studios improve retention, revenue, and client experience. At Walla, she blends her on-the-ground operator experience with product, sales, and data strategy to help founders build profitable, human-centered businesses in the booming wellness economy.

Connect with Laura:

Walla: https://www.hellowalla.com/make-the-switch
Instagram: https://www.instagram.com/laura.munkholm/
Instagram: https://www.instagram.com/wallasoftware/
LinkedIn: https://www.linkedin.com/in/lauramunkholm/
LinkedIn: https://www.linkedin.com/company/wallasoftware/
Website: https://www.hellowalla.com/
YouTube: https://www.youtube.com/@walla_software
Facebook: https://www.facebook.com/laura.munkholm
Facebook: https://www.facebook.com/wallasoftware
Spotify: https://open.spotify.com/show/
Apple Podcast: https://podcasts.apple.com/us/podcast/well-well-well/

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir
LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Website: https://www.wellnessfounders.com
Instagram: https://www.instagram.com/wellnessfounders
Spotify: https://open.spotify.com/show/5YjVR6OICHSlx03nsEnNMl
Apple Podcasts: https://podcasts.apple.com/us/podcast/wellness-founders-podcast/id1842965990
Buzzsprout: https://www.buzzsprout.com/2531665/free_share_page

In this conversation, Jordan Carroll and Alex Doman explore the evolution of neurotechnology and its impact on wellness, including Alex’s 25+ years in the space developing listening programs, authoring “Healing at the Speed of Sound,” and developing products to help people reset their nervous systems.

They discuss the importance of timing in bringing innovative products to market, the role of AI in wellness solutions, and the significance of research and relationships in product development.

Alex shares insights on the growing issue of sound sensitivity and the effects of noise pollution, emphasizing the need for community and collaboration in the health and wellness space as well as the importance of finding quiet spaces in our increasingly noisy world.

Doman also reflects on his personal journey in the neurotech field, the legacy of his family in helping those with auditory challenges, and the ongoing work with children on the autism spectrum.

Guest Bio:

Alex Doman is an entrepreneur, author, and product creator with over 25 years in brain health, neurotechnology, and therapeutic music. As the third generation in a family focused on human brain performance for more than eighty years, he has founded and co-founded multiple ventures including Advanced Brain Technologies, Vital Neuro, Sleep Genius, and The Movement Program. Through innovations like The Listening Program®, Sleep Genius™, and other evidence-based audio solutions, Alex’s work has helped millions worldwide improve self-regulation, focus, sleep, and overall well-being, while training thousands of professionals across medicine, therapy, and education.

Connect with Alex:

Instagram: https://www.instagram.com/alex_doman/

Instagram: https://www.instagram.com/advancedbraintechnologies/

Instagram: https://www.instagram.com/vital_neuro/

LinkedIn: https://www.linkedin.com/in/alexdoman/

Website: https://advancedbrain.com/

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir

LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Website: https://www.wellnessfounders.com

Instagram: https://www.instagram.com/wellnessfounders

Spotify: https://open.spotify.com/show/5YjVR6OICHSlx03nsEnNMl

Apple Podcasts: https://podcasts.apple.com/us/podcast/wellness-founders-podcast/id1842965990

Buzzsprout: https://www.buzzsprout.com/2531665/free_share_page

In this episode of the Wellness Founders Podcast, Eloiza Tecson shares her journey in the wellness industry, discussing her early experiences as a franchisee at Orange Theory, her insights on community building, and the importance of investing in team development.

She reflects on her entrepreneurial journey, including her first investment in a mental health company (with EY Ventures) and the launch of her own ventures, E20 and Lindora Wellness.

Eloiza emphasizes the significance of emotional connections in leadership and the role of sports in her personal development, ultimately aiming to inspire others to embrace movement and wellness.

Guest Bio:

Eloiza Tecson is a wellness executive, operator, and investor known for blending human-first leadership with strategic, scalable execution. Starting her career running franchise studios at Orange Theory at only 19 years old, she developed a deep passion for community building, people development, and operational excellence.

She has since supported early-stage founders, built her own EMS-driven fitness concept, and led major initiatives across the health and wellness landscape. Today, she is the founder of EY Ventures, Co-Founder of E20, and CEO of LWI (overseeing 30 Lindora locations in Southern California). She brings together clinical research, innovative customer experience design, and a modern approach to leadership to reshape how individuals and communities experience wellness.

Connect with Eloiza:

LinkedIn: https://www.linkedin.com/in/eloizayvette/
LWI: https://www.linkedin.com/company/lwinc/
Instagram: https://www.instagram.com/eloizayvette/
E20 Training: https://www.instagram.com/e20training/
Lindora Wellness Studios: https://www.instagram.com/lindora/
EY Ventures Group: https://www.instagram.com/eyventuresgroup/

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir
LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Youtube: https://www.youtube.com/@wellnessfounders
Website: https://www.wellnessfounders.com
Instagram: https://www.instagram.com/wellnessfounders

In this episode of the Wellness Founders podcast, Jordan Carroll interviews Tony Madalone, a wellness entrepreneur and community leader in Tulum, Mexico.

They discuss Tony's journey from burnout in Cleveland to moving to Mexico and accidentally creating an underground gym as well as Run Tulum, a wildly successful fitness community.

The conversation explores the importance of consistency, community building, operational strategies, and the vision for a wellness ecosystem that prioritizes accessibility and connection.

Tony shares insights on creating a unique run club experience, including weekly post-run parties, the challenges of managing growth, and the future projects that aim to further enhance the wellness landscape in Tulum.

Guest Bio

Tony Madalone is the founder of Run Tulum and Wrshpyrslf, two wellness-driven movements transforming the fitness culture in Tulum. After burning out as an entrepreneur in Cleveland, Tony left the U.S. to rebuild his life around health, community, and purpose. What began as solo beach runs evolved into a 200-person run club and a thriving ecosystem of fitness, music, and connection that’s redefining what wellness looks like in paradise.

Connect with Tony:

LinkedIn: https://www.linkedin.com/in/tonymadalone/

Instagram: https://www.instagram.com/tonemadalone/

Run Tulum: https://www.instagram.com/runtulum/

Wrshpyrself: https://www.instagram.com/wrshpyrslf/

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir

LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Youtube: https://www.youtube.com/@wellnessfounders

Website: https://www.wellnessfounders.com

Instagram: https://www.instagram.com/wellnessfounders

In this episode of the Wellness Founders Podcast, Jordan Carroll interviews Nick Velardi, co-founder of Primal Being, a company specializing in organ supplements.

They discuss Nick's journey into the supplement industry, the challenges of launching a new brand, and the importance of transparency and education in the wellness space, especially with high-quality, single source organ supplements.

Nick shares insights on product development, marketing strategies, and the significance of building a brand that resonates with consumers. The conversation highlights the evolving landscape of wellness and the commitment to quality and integrity in the supplement industry.

Guest Bio:

Nick Velardi is the co-founder of Primal Being, a rapidly growing supplement brand born from a personal health crisis that transformed into a mission to make high-quality, organ-based supplements accessible to everyone. Alongside his fiancée and co-founder Katie, Nick built the brand from their small apartment, scaling from hand-packing bottles to serving thousands of customers worldwide, driven by transparency, clean sourcing, and ancestral wellness principles.

Connect with Nick:

LinkedIn: https://www.linkedin.com/in/nicholas-velardi
Primal Being: https://liveprimalbeing.com/
Instagram: https://www.instagram.com/primalbeingsupplements/
TikTok: https://www.tiktok.com/@primalbeingsupplements

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir
LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Website: https://www.wellnessfounders.com
Instagram: https://www.instagram.com/wellnessfounders
Spotify: https://open.spotify.com/show/5YjVR6OICHSlx03nsEnNMl
Apple Podcasts: https://podcasts.apple.com/us/podcast/wellness-founders-podcast/id1842965990
Buzzsprout: https://www.buzzsprout.com/2531665/free_share_page

In this episode of the Wellness Founders Podcast, Jordan Carroll interviews Steven Haynes, founder of FjORD, a company specializing in high-quality cold plunges.

Steven shares his journey from a successful consulting career to his passion for cold water therapy, which began while training for a triathlon in Norway.

He discusses the challenges and lessons learned in building his brand, starting with a DIY cold plunge to eventually becoming the preferred cold plunge sponsor of the RunningMan conference.

He bootstrapped FjORD through event activations and community engagement, and also talks about why he quit dropshipping from China to bring all his manufacturing to the USA, and how that creates their competitive advantage.

Guest Bio:

Steven Haynes is the founder and CEO of FjORD Cold Plunge, a wellness and performance brand redefining recovery through premium cold water therapy. After nearly losing his business in its first year, Steven turned it around through innovation, community partnerships, and relentless product development. Today, FjORD is trusted by top wellness events like RunningMan and leading fitness communities for its quality, reliability, and results-driven approach to human performance.

Connect with Steven:

Instagram: https://www.instagram.com/fjordcoldplunge/

LinkedIn: https://www.linkedin.com/in/steven-c-haynes/

FjORD LinkedIn: https://www.linkedin.com/company/fjordcoldplunge/

YouTube: https://www.youtube.com/@fjordcoldplunge

TikTok: https://www.tiktok.com/@fjordcoldplunge

Connect with Jordan:

Instagram: https://www.instagram.com/jspensir

LinkedIn: https://www.linkedin.com/in/jordanscarroll

Follow Wellness Founders:

Youtube: https://www.youtube.com/@wellnessfounders

Website: https://www.wellnessfounders.com

Instagram: https://www.instagram.com/wellnessfounders