Rick Stollmeyer - Building a Wellness Business That Lasts: How to Make a Great Living Doing What You Love

1. Chapter 2
2. Chapter 3
3. Chapter 14
4. Chapter 16
5. Chapter 21

RICK STOLLMEYER

Copyright 2021 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the Web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at http://www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

For general information on our other products and services or for technical support, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

Library of Congress Cataloging-in-Publication Data:

Names: Stollmeyer, Rick, author.

Title: Building a wellness business that lasts : how to make a great living doing what you love / Rick Stollmeyer.

Description: Hoboken, New Jersey : John Wiley & Sons, Inc., [2021] | Includes bibliographical references and index.

Identifiers: LCCN 2020039056 (print) | LCCN 2020039057 (ebook) | ISBN 9781119679066 (cloth) | ISBN 9781119679158 (adobe pdf) | ISBN 9781119679141 (epub)

Subjects: LCSH: Alternative medicine specialists. | Mind and body therapies. | New business enterprises. | Business planning. | Entrepreneurship.

Classification: LCC R733 .S761215 2021 (print) | LCC R733 (ebook) | DDC 610dc23

LC record available at https://lccn.loc.gov/2020039056

LC ebook record available at https://lccn.loc.gov/2020039057

Cover Design: Wiley

Cover Image: MindBody logo (enso) MINDBODY, Inc.

For the people who risk it all to help others live healthier, happier lives and the people who love them.

There is a powerful movement happening, already in full swing pre-COVID-19 and accelerated by the pandemic. In nearly every country on earth, billions of people are prioritizing their health and happiness like never before. They are recognizing that their best life is not found through the endless accumulation of money and things, but rather through meaningful relationships, memorable experiences, a sense of purpose, and optimal health.

People are waking up to the truth that sustained happiness requires a definition of health that goes far beyond the expectations of prior generations. Rather than simply pursuing a body and mind free from disease, they are pursuing a vision of health that optimizes every facet of their lives, addresses their whole person, and increases their resilience to disease. People are looking for health that not only gives more years in their lives, but also more life in their years.

This new definition of health is called wellness, and chances are, you picked up this book because you already sense these trends. You have incorporated healthier eating, exercise, and multiple other wellness practices into your life, and you have a newfound sense of purpose. You have become a wellness evangelist with those you are closest to, and now you want to share your passion with others.

For all who feel the calling of life as a wellness professional, this book is for you.

You may already be a wellness professional. You've been teaching classes, training people, and delivering life-changing experiences for years. COVID-19 disrupted your life in 2020, and now you dream of leveraging new technologies to achieve independence, designing your own experiences, setting your own schedule, and being your own boss.

For all who seek self-employment in the wellness industry, this book is for you.

Or you may be dreaming of an even greater leapcreating your own neighborhood wellness business or launching a digital wellness brand. You've studied the experiences delivered by others and you know you can do better. You noticed the many For Lease signs in your neighborhood and have been thinking about business names, studio layouts, and experience delivery. You may be sharing this vision with potential partners and two or three of you are considering taking the leap together.

For all who audaciously dream of launching a wellness business that catches the next wave of the wellness revolution by employing others and serving thousands, this book is for you.

Or you may have already taken that leap and launched your wellness business and difficult realities have set in. COVID-19 hit your business hard, depleted your savings, and left you indebted. That economic catastrophe hit on top of your usual daily challenges of leaky roofs; toilets that don't flush; troublesome landlords; and the neighbor who makes too much noise, emits strange smells every afternoon, or complains about you doing the same.

Then there's your team. The ones you love but who can't seem to show up on time. The ones your clients love but who create drama behind the scenes. Or the perfect employee who just told you she has fallen in love and is moving out of statenext week.

All of these normal daily challenges sit on top of a simple and terrifying reality: without a continuous flow of new and returning clients, your business won't last, and the dream you poured your heart and soul into will morph into a nightmare that may take every last penny you have.

For all who are bravely facing the challenges of creating a thriving wellness business in a post-COVID world, this book is for you