PASSIONATELY CURIOUS with UpSwell Marketing

Nick Tapp, founder of Taptico AI marketing solutions, discusses how artificial intelligence can level the playing field for small businesses. With 20+ years of marketing experience at brands like Coca-Cola and Harley Davidson, Nick explains practical AI applications from training ChatGPT as a business assistant to using predictive analytics for market simulations. He covers emerging trends like Answer Engine Optimization (AEO) replacing traditional SEO, addresses privacy concerns, and emphasizes the importance of understanding KPIs before implementing AI solutions. The conversation explores both opportunities and concerns around AI, particularly maintaining human creativity and authentic brand connections while leveraging AI for efficiency and competitive advantage.

Restaurant industry veteran George McKerrow shares his remarkable journey from founding Longhorn Steakhouse in 1981 to building it into a national chain before selling to Darden Restaurants in 2007. Starting with just one location in an old adult bookstore that served only 14 lunches on opening day, McKerrow emphasizes treating each restaurant as an individual small business focused on genuine hospitality, flexibility, and community connection. Currently CEO of Ted's Montana Grill, which he co-founded with Ted Turner in 2002, McKerrow discusses their mission to save the American bison while pioneering restaurant sustainability. Ted's was among the first to eliminate plastic and styrofoam, with McKerrow helping reintroduce paper straws to the industry in 2001. The restaurant cooks everything fresh from scratch and maintains only 1% food waste. McKerrow shares insights on restaurant culture, the "Gumby philosophy" of flexibility, avoiding "pigeon management," and how the industry has adapted through COVID-19 and current economic challenges.

This episode of Passionately Curious features Dana Farber, CEO and founder of Moonstone Marketing. With extensive experience as a CMO and brand strategist, Dana shares her marketing philosophy centered on holistic, mindful approaches. She discusses her journey from editorial writing to PR to franchising, emphasizing the importance of marketing calendars for strategic planning rather than reactionary holiday-based posting. Dana advocates for "retention as the new acquisition," urging businesses to deeply understand their first members before scaling. She explains her "New Moon, Half Moon, Full Moon" service model and highlights the psychology of consumer behavior in today's uncertain economy, noting it now takes 35-40 brand touchpoints to make a sale versus 7-10 in previous decades. The episode concludes with Dana encouraging businesses to nurture leads thoughtfully through emotional connections rather than discounts, and an Upswell marketing tip about using email lists to create Facebook lookalike audiences.

In this episode of Passionately Curious from Upswell Marketing, the hosts speak with Aaron Stokes, a successful entrepreneur in the automotive industry. Aaron shares his remarkable journey from humble beginnings in a trailer park to building multiple auto repair businesses and becoming the founder of ShopFix Academy, now the largest coaching company in the industry. He candidly discusses his struggles, including being stolen from in 2012 which left him $5.5 million in debt, and how he rebuilt his life and businesses without filing bankruptcy. Aaron explains how ShopFix Academy works through four key components: peer groups (tribes), video courses, one-on-one coaching, and conferences. Throughout the conversation, he emphasizes the importance of learning from mistakes, continually evolving as a business owner, and finding ways to support fellow entrepreneurs through difficult times. The episode concludes with Aaron's perspective on current challenges facing the auto repair industry, including potential tariffs, and his advice for shop owners to remain confident despite economic uncertainty.

In this episode of Passionately Curious, hosts Matt and Eric discuss financial flexibility in uncertain economic times with Kevin Park, co-founder of EveryStreet, and Samantha Holt, sales operation manager for Apple Pie Capital. After a lighthearted opening about an innovative dog poop bag marketing tactic, the conversation shifts to the challenges small businesses face when seeking financing. Kevin shares how his parents' struggles during the 2008 financial crisis inspired EveryStreet's creation, while Sam discusses lessons from her own small business ownership experience. Both guests explain how their companies differ from traditional financing options by streamlining the application process and matching businesses with appropriate funding solutions. They emphasize the importance of securing financing before it's needed, especially during economic uncertainty, and discuss strategies for franchise owners looking to expand. The episode concludes with advice for small business owners on navigating potential economic downturns by understanding their financial position and exploring all available options.

In this episode of Passionately Curious, hosts Eric, Annie, and Matt discuss the results of Upswell Marketing's annual business sentiment survey. They explore how different industries performed in 2024, with auto repair and dental practices seeing strong growth while home services experienced declines. The conversation centers on the impact of tariffs, with 55% of surveyed business owners expressing concerns about supply chain costs. The hosts discuss strategies for navigating economic challenges, including the importance of maintaining marketing spend during downturns rather than cutting it as an "easy" cost-saving measure. Eric emphasizes that businesses should be planning six months ahead and considering supplier relationships. The survey reveals that 77% of business owners anticipate revenue growth in 2025, with many planning to pass increased costs to customers. The episode concludes with insights on effective marketing strategies, highlighting the 3X multiplier effect of combining digital and direct mail campaigns, and noting that 35% of businesses plan to increase digital marketing spending in 2025.

In this episode of Passionately Curious, hosts Matt and Annie interview Michele Morris, Head of US Marketing for Big Green Egg. Michele shares her career journey from social media analytics to brand marketing, discussing Big Green Egg's strategy to expand beyond traditional demographics with initiatives like "Women on Fire." She details their data collection improvements, educational content creation, and balance between dealer networks and digital marketing. Michele highlights the passionate fan community, including the annual Eggtoberfest event that draws 4,000 enthusiasts globally. The episode concludes with a quick segment on optimizing Google My Business profiles.

Thomas Andrews, partner at CDT Automotive, shares how he and his friend Mike Liles turned their passion for diesel trucks into a successful business. Starting with a Facebook community for truck enthusiasts in 2012, they built their brand while maintaining day jobs - Thomas in IT and Mike as a mechanic. The business evolved from a small three-bay shop to a 14,500 sq ft facility with 15 bays, expanding beyond diesel to service all vehicle types. After facing challenges during COVID and seeking help from ShopFix Academy, they transformed their approach to focus on customer experience, achieving $724,000 in sales with 560 cars in January 2025. They now plan to expand to additional locations in the Raleigh area.

Shane Quillin, founder of Sugar Shane's, shares how he transformed from an Amazon program manager to owning a thriving cookie business in Atlanta. Started during COVID from his apartment kitchen, Sugar Shane's now has three locations, a franchise, and 50 employees. Shane discusses his marketing strategies, including creative tactics like simulated online waiting rooms, event presence, and loyalty programs. He also shares insights on menu innovation and his careful approach to expansion. The episode concludes with a segment on first-party versus third-party marketing data.

In this episode of "Passionately Curious," hosts Annie and Eric interview Brad Parker, founder and CEO of FormPiper, an affiliate of Upswell Marketing. Brad shares how he created FormPiper to solve financing problems he experienced as a retailer by developing a platform that allows customers to complete just one application to access multiple lending options. He explains how the system creates a "perfect lender lineup" that can dramatically increase approval rates from 30% to nearly 100% when combined with in-house financing options. Brad discusses his background as a serial entrepreneur, his "Drive Success Today" business coaching philosophy, and his charitable initiative to donate one million chess boards and books. Throughout the conversation, Brad emphasizes the importance of tracking data, avoiding projecting your own financial preferences onto customers, and maintaining focus on what you can control within your business regardless of economic conditions.

In this season finale of Passionately Curious, hosts Annie Burch and Matt Courtoy sit down with UpSwell Marketing CEO Eric Goodstadt for an unscripted and candid discussion about business insights, entrepreneurship, and the outlook for 2025. What begins as a lighthearted discussion about Taylor Swift's business acumen evolves into a deep dive into practical marketing strategies for small businesses. Eric shares his personal journey as an entrepreneur, including the valuable lessons learned from his experience design company's response to the 2008 financial crisis. The conversation explores critical aspects of business leadership, including the importance of developing strong successors, implementing disaster planning, and maintaining balance between pursuing profit and supporting people. Looking ahead to 2025, Eric provides a detailed analysis of potential economic challenges and opportunities, emphasizing the importance of preparation and adaptability. The episode concludes with valuable insights about making businesses attractive to private equity and a preview of exciting content planned for the podcast's second season.

Joe Salome, founder of the Georgia Hemp Company, shares his journey from casual cannabis seller to legitimate hemp business owner. Initially motivated by witnessing cannabis help his mother during her battle with ovarian cancer, Salome transitioned from the marketing industry to becoming a vocal advocate for medical cannabis in Georgia. He played a crucial role in pushing for medical cannabis legislation, working with politicians at the Georgia Capitol to expand access for patients with various conditions. Despite numerous regulatory challenges, including banking restrictions, social media advertising limitations, and constantly changing state regulations, the Georgia Hemp Company has grown to six corporate-owned locations across Atlanta. Salome discusses the differences between CBD, Delta 8, and Delta 9 products, explaining their various effects and benefits. He details how the company has overcome marketing obstacles through traditional methods like radio, events, and sports partnerships, including deals with the Atlanta Braves and Evan Holyfield. The conversation also covers the company's commitment to creating welcoming retail environments that break away from traditional head shop stereotypes, and Salome's vision for the future of the hemp industry, including the growing popularity of THC beverages and potential industry consolidation.

In this episode, entrepreneur Jon Butts shares his journey from humble beginnings to founding two successful companies. He recounts his early work experiences, including a memorable stint as Chuck E. Cheese's mascot, which helped shape his approach to business leadership. Butts founded Muscle Up Marketing with just $1,000 after leaving a comfortable six-figure job rather than sign a restrictive non-compete agreement. The company went on to make the Inc 5000 list four years in a row. During COVID-19, Butts founded Giant Sports Cards, initially as a hobby project sparked by rediscovering his childhood card collection. The business evolved from live-streaming to wholesale distribution, e-commerce, and finally retail, becoming the #1 retail company on the 2023 Inc 5000 list. Butts emphasizes creating memorable experiences in his card shop, including custom floors featuring classic sports cards and an arcade. He discusses his approach to business growth, including heavy investment in SEO and diverse marketing strategies for different aspects of his business. Throughout the conversation, Butts reflects on the role of fear as a motivator in entrepreneurship and the importance of maintaining unwavering self-belief while building a business.

Greg Sands, founder of Service Street and Mudlick Mail (now Upswell), shares insights from his 30+ years revolutionizing the automotive repair industry. Drawing from his restaurant background, Sands transformed customer service in auto repair by focusing on lifetime customer value, beautiful facilities, and innovative direct mail marketing. He discusses his approach to identifying and developing talent from outside the industry, his successful partnership model that has helped create multiple millionaires, and his perspective on the future of automotive repair amid technician shortages and the rise of electric vehicles.

In this episode of Passionately Curious, we sit down with Kamille McCollum, President and COO of BODYBAR Pilates, to discuss her journey from pilates enthusiast to franchise leader. Kamille shares how she discovered BODYBAR as a marathon runner, initially skeptical but quickly converted after experiencing the intense workout. Starting as a franchise owner in Fort Worth in 2016 while juggling life with four young children, she and her husband Matt later partnered with founder Laurie Gatlin in 2019 to expand the franchise nationwide. Despite launching right before the pandemic, they used the slowdown to strengthen their systems and training materials. BODYBAR has since experienced remarkable growth, approaching 50 locations with aims to reach 100 by the end of next year. Kamille discusses the challenges of real estate acquisition, brand building in new markets, and maintaining strong community engagement. She also offers insights into managing a business with her spouse, adapting marketing strategies for different demographics, and the future of BODYBAR, including potential international expansion and brand acquisitions.

This episode features Alia Alston, founder of Icebox Cryotherapy, the first brick-and-mortar cryotherapy franchise in the US. After suffering spinal injuries from a car accident in college, Alston discovered cryotherapy as an alternative to surgery and pain medication. She opened her first location in 2012, focusing initially on athletic recovery before realizing her broader market included people seeking natural pain management solutions. Despite early skepticism and challenges sourcing equipment from Ukraine, Alston persevered, eventually becoming a US equipment representative. She began franchising in 2018, growing primarily through customer referrals. Alston discusses the challenges of franchising, particularly in teaching business fundamentals to passionate but inexperienced owners. Through a partnership with Impact Brands, she revolutionized their marketing approach, implementing trackable, data-driven campaigns across all locations. As a woman in a male-dominated industry, Alston shares her experiences dealing with gender bias and building a successful business while balancing family life.

In this Halloween-themed episode, hosts Annie and Matt interview Kelly Knight, founder of Modern Mystic Shoppe in Atlanta. Knight shares her journey from marketing professional to spiritual entrepreneur, detailing how she transformed her tarot reading practice into a seven-figure retail business. She discusses key strategies that led to her success, including becoming "the mayor" of her trade area through community engagement, hosting weekly "Sunday School" events, and developing her own branded product line. Knight openly shares both triumphs and challenges, including a failed expansion to New York, and explains how she combines practical business acumen with spiritual intuition to make business decisions. The conversation offers valuable insights about organic growth, community building, and self-awareness in business leadership, making her story relatable to entrepreneurs across various industries despite her unique market niche.

In this episode of Passionately Curious, hosts Annie Burch, Matt Courtoy, and Eric Goodstadt sit down with Hensley Ellefritz, founder of Reboot Consulting. Hensley shares how she started her consulting business during the pandemic, leveraging her experience from leadership roles at companies like Equinox, Pure Barre, and Club Pilates. Reboot Consulting focuses on helping fitness and wellness businesses grow through sustainable strategies, customer retention, and personalized sales systems. In this insightful conversation, Hensley discusses the importance of human connection in business, the challenges of entrepreneurship, and how fitness studios can stay relevant despite shifting market trends. Key Takeaways: Sales Built on Authenticity: Hensley emphasizes the value of personal storytelling over hard selling, fostering trust and long-term client relationships. Customer Experience as the Core Product: Whether a studio is a local yoga space or a major franchise, it’s the experience— not just the service—that keeps customers returning. Technology and Communication Tools: Hensley recommends investing in platforms like Go High Level to automate lead management and improve customer communication. Retention is Everything: A solid customer retention strategy ensures businesses can weather difficult times, helping them focus less on new sales and more on keeping loyal customers. Scaling Successfully: Hensley advises entrepreneurs to follow their instincts when expanding to new locations and highlights the learning curve involved in managing growth. Hosts: Annie Burch – Creative Director at UpSwell Marketing Matt Courtoy – Associate Director, Performance Media at UpSwell Marketing Eric Goodstadt – CEO of UpSwell Marketing Guest: Hensley Ellefritz – Founder and Owner of Reboot Consulting Quotes from the Episode: “We aren’t selling a product—we’re selling an experience. It’s about the emotional connection that keeps people coming back.” – Hensley “If you’re asking yourself if it’s time to open a second location, it probably is.” – Hensley “The best sales are built on trust. Share stories, not pitches.” – Hensley Connect with Us: Visit our website: upswellmarketing.com Share your entrepreneurial story: Email us at grow@upswellmarketing.com Connect with Hensley: Visit: rebootfc.com Email: info@rebootfc.com or hensley@rebootfc.com Stay curious, follow your passions, and subscribe to Passionately Curious!

Hosts Annie Burch, Matt Courtoy, and Eric Goodstadt sit down with Tim Ross, founder of Mudlick Mail (now UpSwell Marketing), to explore his remarkable entrepreneurial journey. Tim shares how he turned a side project into a multi-million-dollar business, reflects on the challenges of growing a company during the 2008 financial crisis, and offers actionable advice for business owners at every stage of growth. From humble beginnings in his garage to building a $46 million company (and eventually leading it to become a $100 million powerhouse) Tim’s story provides inspiration, practical strategies, and honest insights about the ups and downs of entrepreneurship. Key Takeaways: Navigating Risk and Uncertainty: Tim discusses the transition from a stable job to launching his business full-time. Scaling Through Structure: How Tim built processes and systems to support rapid growth and sustain a thriving business. Persistence and Passion: Tim emphasizes the importance of setting ambitious goals, holding yourself accountable, and working harder than competitors. The Power of Humility: Tim reflects on the value of stepping aside to bring in experts and evolve his role as the company scaled. Facing the Fear of Failure: Even after success, Tim shares how the fear of failure continues to drive him every day. Hosts: Annie Burch – Creative Director at UpSwell Marketing Matt Courtoy – Associate Director, Performance Media at UpSwell Marketing Eric Goodstadt – CEO of UpSwell Marketing Featured Guest: Tim Ross – Founder of Mud (now Upswell Marketing), President of UpSwell Marketing Quotes from the Episode: “Starting a business is a full-contact sport—if you’re not passionate about it, you won’t outlast the competition.” – Tim Ross “Humbleness opens your eyes to opportunity. It’s what allowed me to grow this business beyond what I imagined.” – Tim Ross “Lead from the front, not the back. People are watching you, and your example drives the entire company.” – Tim Ross Connect with Us: Visit our website: upswellmarketing.com Share your entrepreneurial story: Email us at grow@upswellmarketing.com

In this inaugural episode of Passionately Curious, our hosts introduce the podcast and discuss its mission. They dive into the inspiration behind the show’s name, rooted in UpSwell Marketing’s core value of being “passionately curious.” The conversation explores the challenges and triumphs of entrepreneurship, offering listeners insights from their collective experiences and a preview of future episodes featuring expert guests and industry knowledge from within the UpSwell team. The podcast name Passionately Curious reflects both UpSwell’s core values and its desire to uncover meaningful business stories. A preview of upcoming episodes with business owners and UpSwell's internal experts sharing marketing insights and practical advice. The hosts' diverse backgrounds—from creative direction and media performance to Fortune 500 leadership—offer unique perspectives. Real-world advice on navigating growth, preparing for challenges, and staying ahead of industry trends. A focus on delivering actionable insights to entrepreneurs and business owners who are striving to grow their brands and attract new customers. Hosts: Annie Burch – Creative Director at UpSwell Marketing Matt Courtoy – Associate Director, Performance Media at UpSwell Marketing Eric Goodstadt – CEO of UpSwell Marketing “We’re passionately curious about the stories of entrepreneurs—whether they’re our clients or just people thinking about starting a business.” – Annie Burch “Whether an idea works or doesn’t, there’s always something to learn from it. That’s what keeps me excited.” – Matt Courtoy “There’s no straight path to success, but by sharing ideas and experiences, we can get closer to making it inevitable.” – Eric Goodstadt Connect with Us: Visit our website: upswellmarketing.com Share your entrepreneurial story: Email us at grow@upswellmarketing.com Follow Us: Subscribe to the show, stay curious, and follow your passions!