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Behind Her Empire
Beyond Yoga Founder: How Starting a Side Hustle Ultimately Led to a $400 Million Dollar Exit to Levi’s - Michelle Wahler
Michelle Wahler is the co-founder and former CEO of Beyond Yoga, a company that’s on a mission to give every body the luxury-level comfort they deserve from activewear.
Coming from the fashion world, Michelle realized the need for a body positive brand with pieces that flatter a wide range of women’s bodies. After creating her own line which started as a side hustle, she met and then partnered with Jodi to build Beyond Yoga in 2005. Michelle has built the product and brand from the ground up and served as its CEO for nearly 20 years. What started as a mere concept led to a global wholesale business, ecommerce site and opening of six retail stores, selling tens of millions of units around the world. She also led the negotiations and her team through the brand’s acquisition to Levi Strauss & Co in 2021 for a reported $400 million dollars.
In this week’s episode, we talk to Michelle about how the idea for Beyond Yoga started, the initial challenges and investments involved in getting it off the ground, and the importance of staying profitable and reinvesting in the company for long-term success. Michelle shares insights into the early strategies that led to incredible success, including the introduction of their popular space dye fabric, and the lessons learned from partnerships they pursued. She walks us through how Beyond Yoga lost over six million dollars in revenue in one week and how she navigated the business through such challenging times. Michelle also offers valuable advice on avoiding burnout, how they ended up selling to Levi’s despite never wanting to sell the business, and so much more.
In this episode, we’ll talk to Michelle about:
* The importance of giving yourself grace. [03:42]
* Sustainable and profitable growth of Beyond Yoga. [05:15]
* Michelle's upbringing and her relationship with her parents. [07:40]
* Initial work experiences and starting her first venture, Unsweetened. [09:50]
* Meeting her business partner, Jodi. [11:05]
* Biggest learnings from Unsweetened. [16:54]
* Funding the business and finding the right contractors locally. [20:14]
* A major inflection point: Introducing space dye fabric. [29:16]
* Hiring her husband as the COO/CFO. [31:31]
* Michelle’s learnings as a leader. [36:19]
* Michelle’s experience of motherhood. [39:15]
* Saving Beyond Yoga during COVID and millions in lost revenue.[46:03]
* Selling Beyond Yoga to Levi Strauss & Co for $400 million. [54:03]
* Re-investing and her first experience with investors. [59:39]
* Advice she would give her younger self. [01:02:26]
This episode is brought to you by Beeya:
* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.
* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10
Follow Yasmin:
* Instagram: https://www.instagram.com/yasminknouri/
* Website: https://www.behindherempire.com/
Follow Michelle:
* Website: https://beyondyoga.com/
* Instagram: https://www.instagram.com/beyondyoga/
* Instagram: https://www.instagram.com/michelle.wahler/
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01:01:17||Season 2, Ep. 286In this week’s episode, we’re re-airing one of our top episodes from last year with Kat Hantas. Kat is the co-founder of 21 Seeds Tequila, one of the fastest-growing flavored tequilas. Kat’s had an interesting journey - from thinking she wanted to be a doctor, then pivoting to the entertainment industry, and then being a stay-at-home mom for many years. She never would have thought that she’d launch a business in the liquor industry. It wasn’t until she started noticing that her evening wine wasn’t making her feel good and her doctor recommended that she move away from fermented spirits and into distilled spirits. In the process of exploring tequila options, Kat came up with the idea to start 21 Seeds Tequila - a fresh natural tequila made with real fruit. She was making this in her kitchen for years, until one day the demand became so much that her friend inspired her to start selling the bottles. This sparked the idea and Kat co-founded the business with her sister and good friend to make it a reality. The business was acquired by Diageo in just three years in March 2022 and the deal marked one of the largest female-founded liquor acquisitions to-date.In this podcast episode, Kat opens up about her journey with imposter syndrome and shares tips on overcoming it in her career in the entertainment industry and entrepreneurial ventures. She discusses her transition from being a stay-at-home mom to launching 21 Seeds, highlighting the challenges of finding a distillery, creating product-market fit, and building a supportive network. Kat ends by sharing the playbook she used in marketing and the importance of knowing your customer, and so much more. In this episode, we’ll talk to Kat about:* Impostor syndrome and its impact on women's aspirations. [03:44]* From medical school to the entertainment industry. [07:10]* Experience at Creative Artists Agency (CAA) and starting her production company. [12:14]* Film "Taking 5," hiatus, and focusing on family. [16:55]* Kat's journey as a stay-at-home mom, health challenges, and 21 Seeds inspiration. [22:00]* From a hobby to launching 21 Seeds Tequila after nine years. [25:38]* Significance of co-founders in 21 Seeds' success. [30:00]* Challenges in the male-dominated tequila industry without expertise. [35:56]* Launch process and diligent preparations for 21 Seeds. [42:24]* Fundraising process and key lessons learned. [44:07]* Early momentum and unique marketing for 21 Seeds. [49:49]* Diageo's acquisition: a milestone in female-founded liquor business. [55:25]This episode is brought to you by Beeya:* If you or anyone you know have been struggling with hormonal imbalances and bad periods, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances and to learn more about Beeya’s seed cycling bundle.* Plus, get $10 off your order by using promo code BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Kat:* Website: https://www.21seeds.com/* Instagram: https://www.instagram.com/21seeds/* Instagram: https://www.instagram.com/kathantas/285. After Being Told She’d Never Walk Again, This Doctor Proved Them Wrong in Two Years: How Terry Wahls Overcame Her Autoimmune Diagnosis & What We Can Learn From Her Journey
46:40||Season 2, Ep. 285Know someone with multiple sclerosis? Dr. Terry Wahls brings hope to nearly 3 million people with MS worldwide. In this inspiring episode, she shares her incredible story of reversing her progressive MS symptoms. From using two walking sticks to eventually riding her bike, her journey highlights the transformative power of food, targeted supplementation and determination. Dr. Wahls' experience illuminates new possibilities for those living with MS.In this episode you’ll learn: * Who is most likely to get autoimmune conditions* Top foods to start eating today for less autoimmunity* Supplements to support multiple sclerosis* The role of sleep in autoimmunity* Life changing perspective for staying healthy* And more…Dr. Terry Wahls is more than a doctor. She’s an educator, a speaker, an author, and she’s also a patient. In 2000, she was diagnosed with relapsing-remitting multiple sclerosis. Dr. Wahls was determined not to let the disease control her life, so she began doing her own research. In December 2007, she began the Wahls Protocol® — a therapeutic diet and lifestyle program that focuses on functional medicine and nutrient-rich foods.Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Dr. Wahls: * Website: https://terrywahls.com/* Instagram: https://www.instagram.com/drterrywahls/?hl=en* FREE online MS and Neuroimmune Summit from 8/20 to 8/26 https://drtalks.com/multiple-sclerosis-summit-2024/?oid=77&ref=2476&uid=768284. Anastasia Beverly Hills Founder Shares How Her Immigrant Hustle, Clear Vision & Confidence Helped Her Create a Billion Dollar Eyebrow Empire
54:09||Season 2, Ep. 284In this week’s episode, we’re re-airing one of our top episodes from last year with Anastasia Soare. Anastasia is an iconic beauty mogul, eyebrow queen, and founder/CEO of Anastasia Beverly Hills.From moving to the US from Romania without speaking any English with minimal financial means to founding one of the fastest-growing brands in the beauty industry, Anastasia’s story is nothing short of incredible. Her brow-shaping technique, known as the Golden Ratio, placed her ahead of the curve, leading to what is now a celebrity favorite, a beloved product line, and billion dollar empire. Anastasia created a new category for brows in service, pushing through multiple instances of people not believing in her or her vision. Her path has been anything but easy, and today’s conversation is an honest look at what it took to build her empire over the past 25-years. Anastasia’s work has graced the faces of Jennifer Lopez, Kim Kardashian, Oprah Winfrey and Victoria Beckham, to name a few, and her brand has more than 20 million followers across Instagram, Twitter and TikTok.In this episode, Anastasia shares her story of courage and confidence, leaving the safety of working for other people to pursue her dreams and create a new category for eyebrows. Anastasia believes that failure is a necessary stop on the road to success and gets real about the mistakes she’s made along the way. Her path has not been easy and we get a real behind the scenes look in her journey building her business to the cult-following brand it is today, and how with confidence and self-belief, anyone can realize their biggest passions and dreams.In this episode, we’ll talk to Anastasia about:* Anastasia’s upbringing and her female role models. [03:12]* Leaving Romania in search of a better life for herself and her family. [04:58]* Her first job in the US before becoming the Eyebrow Queen. [08:12]* Developing the Golden Ratio for eyebrows based on the fine art principle. [11:12]* Leaving the the salon to focus on her own endeavors. [18:09]* Starting a new line of products for herself. [28:37] * Failures on the road to success. [31:57]* Flipping houses, stocking Nordstrom, and flying all the time. [34:37]* Misconceptions around what business is actually like. [35:30]* Common mistakes made by women in business. [36:06]* Becoming the first beauty brand to have an online presence. [41:29]* Challenges of a family business and what she loves about working with her incredible daughter. [44:49]* Her hard-working and creative daughter, who is a cornerstone of the business. [48:01]* Self-funding the business and the decision to bring in an investor. [49:00]This episode is brought to you by beeya: * Learn more about beeya's seed cycling bundle at https://beeyawellness.com/free to find out how to tackle hormonal imbalances. * Get $10 off your order by using promo code BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Anastasia: * Website: https://www.anastasiabeverlyhills.com/* Instagram: https://www.instagram.com/anastasiasoare/* Instagram: https://www.instagram.com/anastasiabeverlyhills/283. Quit Your Day Job, Start Your Dream Business & Stop Doubting Yourself with Katerina Schneider, Founder of Ritual
51:42||Season 2, Ep. 283In this week’s episode, we’re re-airing one of our top episodes from last year with Katerina Schneider. Katerina is the Founder and CEO of Ritual, a personal health brand bringing a new level of transparency to the health & wellness industry. While pregnant and in search of a prenatal she could trust, Katerina took matters into her own hands and pioneered a new standard of high-quality multivitamins and supplements that are backed by science. Now as one of the most trusted brands in the category, Ritual has had more than a million customers and has the top-selling online prenatal multivitamin.In this week's episode, we delve into Katerina's family's immigration journey, arriving in the US with only $50 & a suitcase, and how it has influenced her views on success and money. We explore her transition from finance to a different career path & the role of relationships in her journey. We also touch on the significant pivots Ritual made in terms of product, branding, & marketing very early on, as well as the biggest challenges she faced. Katerina also shares how she incorporates wellness in her life as a mother of three and business owner, highlighting the importance of being a little selfish when it comes to self-care, & so much more.We talk to Katerina about:* Migrating to the US with her family with only $50 and a suitcase. [03:27]* Katerina’s finance career and involvement in a major US bank failure. [06:07]* Working at Universal Music, rebuilding her confidence, & discovering passions. [12:45]* Katerina’s transition to a new industry. [14:42]* Advice on embracing uncertainty and trusting the process. [18:53]* Ritual's inspiration rooted in Katerina's personal experience during her first pregnancy.[21:51]* How Katerina thrived being both a mother and entrepreneur. [29:31]* The original idea of Ritual and how it changed over time. [34:46]* Taking care of yourself, building habits, and going back to the basics. [41:39]* Why EVERYONE should start a business, and knowing when to take that leap. [47:47]Episode is brought to you by Beeya:* If you're struggling with hormonal imbalances, go to https://beeyawellness.com/free to download the free guide to tackling hormonal imbalances* Get $10 off with promo code BEHINDHEREMPIRE10Follow Yasmin:* Instagram: https://www.instagram.com/yasminknouri/* Website: https://www.behindherempire.com/Follow Katerina:* Instagram: https://www.instagram.com/katandkale/* Website: https://ritual.com/282. The Healing Power of Visualization: Use Your Thoughts to Heal Your Body & Transform Your Life - Kelly Gores
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