Healthy Hustle

Everybody can pretend to be an expert now, because AI can write the caption. That is why trust is the real bottleneck, not posting frequency. In this episode of The Healthy Hustle Podcast, Rachel Feldman sits down with Simone Sauter, a PR and AIO strategist and former journalist, to talk about the Visibility Triangle, why a website still matters, how podcast interviews and media features create proof AI and humans can both trust, and how to pitch press without an agency or a press release. Simone Sauter is a PR and AIO strategist, visibility expert, and former journalist with more than 20 years of experience in the media industry. She specializes in helping founders, CEOs, and established entrepreneurs build authority recognized by the press, Google, and AI systems that influence public trust. Her career began in journalism before communications and PR roles for brands including Match.com, Siemens, Daimler, and Tupperware. She has been featured in Cosmopolitan, InStyle, Closer, and more than forty international media outlets, continues to write for Business Insider and Parents.com, and has been interviewed on more than ninety podcasts worldwide. In This Episode, We Cover: Why AI-written captions stop building trust once everyone uses the same tools Simone's upside-down Visibility Triangle: website hub, podcast interviews, and media The website pages that matter: About, Media and PR, plus person and organization schema Why podcast interviews are hard to fake and how to start with smaller shows How to repurpose interview transcripts into blogs and captions without losing your voice Building a Spotify playlist of your interviews into a welcome email sequence The Publicity Rockstar Method: ideal client, what you want to be known for, media list, pitch, performance, promotion Featured expert vs contributor, and why press releases rarely work for small businesses Common About page and Media page mistakes, and how many speaking topics to list Where to find Simone on LinkedIn and in her free AI Visibility Lab on Skool Captions Alone Do Not Build Trust Anymore Simone loves AI and runs an AI-first company, but she is clear that when everybody uses AI to write content, the text stops standing out. Before AI, regular posting could build trust because readers assumed the words came from your own thinking. Now anyone can sound like an expert with a prompt, so coaches need another way to prove they are the real deal. The Visibility Triangle Simone describes an upside-down triangle with the website at the bottom as the hub. AI looks at it and humans look at it. You can make sales without a website, but a future-proof business that is visible to AI and trusted by people needs one. Key pages include About and Media and PR, plus technical foundations like person schema and organization schema. From that hub, podcast interviews and media features feed each other. Speak on a podcast and you create long-form language AI can cite. Land media and you get third-party endorsement humans and AI both take seriously. Simone runs her business primarily through PR, a blog, podcast interviews, and media rather than daily social posting. She has close to 12,000 LinkedIn followers and posts about once a week. Podcast Interviews as Proof You Cannot Fake Simone says nobody can send an AI agent to a live interview. If you are not an expert, you cannot answer the questions. Clients sometimes arrive ready and sometimes need mindset work first. The upside is you can start with smaller podcasts, practice, and work your way up. She also recommends turning interviews into a Spotify playlist and putting that playlist in your welcome email sequence so new subscribers hear your voice and story for 30 to 60 minutes. That human signal matters when buyers are deciding who to trust. Repurpose Without Losing Your Language Simone uses the interview transcript with a Claude skill and tells it to write a blog post using only what was said in the interview. The same process can create LinkedIn posts and captions tied to audio or video snippets. Her rule is to tell AI to use only what you gave it, then ask for research with sources when numbers are missing, and double-check those sources because AI makes mistakes. Rachel shares that when she uses AI, she talks into it for five to ten minutes first so the output keeps her own language. The Publicity Rockstar Method Simone walks through a six-step framework for getting into media without an agency: 1. Understand your ideal client so you know which publications matter. 2. Decide what you want to be known for, because that is what you will write and speak about. 3. Build a media list from publications you already read and ones relevant to your niche, then study their headlines and topics. 4. Find the right human to pitch: journalist, editor, or freelancer, depending on whether you want to be a featured expert or a contributor. 5. Deliver the performance: the interview or the article. 6. Promote the hit. Put it in your welcome sequence and on your website, then keep pitching the same contact once the relationship starts. She notes that agencies can cost around $10,000 per month and often send press releases that work for global brands but rarely for small businesses. When Simone started her first business as a relationship coach, press releases got nowhere, which is why she built this personal-pitch approach. The story, the right person, and the right timing matter more than a giant contact database. What People Miss on Their Websites Simone often sees About pages that stay stuck on the founder instead of quickly shifting to how the reader is helped. About is one of the most-read pages, so storytelling still has to lead somewhere useful. She also sees people delay a Media and PR page until they have features. Her advice is to set one up anyway with a photo, three to five niche speaking topics, a bio, and downloadable images. When media hits arrive, add them. Too many topics make you look unfocused. Your Action Step Pick one proof asset this week: update your About page so it moves from who you are to how you help, draft a Media page with three speaking topics, or pitch one small podcast using a story from your real client work. Final Thoughts AI can write the caption. It cannot sit through a 45-minute interview or earn a third-party media feature for you. Build the website hub, speak where people can hear you think out loud, pitch press with a real story, and promote the proof you earn. That is how trust compounds when everyone else is posting harder. Resources Simone Sauter: https://simonesauter.com/ Free AI Visibility Lab on Skool: https://www.skool.com/ai-visibility-lab/about Podcast one-sheet: https://onesheet.simonesauter.com/ LinkedIn: https://www.linkedin.com/in/simonesauter/ Instagram: https://www.instagram.com/simoneesauter/ Email: [email protected] Need help building your low-ticket or high-ticket coaching offer? Visit yourhealthcoachbiz.com to explore done-for-you programs and offers for health coaches. Looking for one-on-one business coaching support? Visit rachelafeldman.com or send me a DM on Instagram at @rachelafeldman

You can have hundreds or thousands of views and not one DM. In this solo episode of The Healthy Hustle Podcast, Rachel Feldman walks through the five reasons health coaches post, get likes, and still do not book clients, plus the Health Coach Sprint that starts November 3. In This Episode, We Cover: Why views and likes are not the same thing as clients Reason 1: talking to everyone, and why a specialist gets remembered Reason 2: a message that blends in, and the bio formula that makes someone stop Reason 3: an unclear offer, and why people buy a result, not a pile of sessions Reason 4: avoiding the sales conversation, and why hoping is not a strategy Reason 5: being visible only on social media What is inside the five-week Health Coach Sprint It Is Not the Algorithm Rachel opens with the complaint she hears on repeat: I post every day and nothing happens. My friends like my posts and that is it. I spent money on ads and did not get one call. Some coaches stop posting altogether because it feels pointless. She came out of corporate commercial real estate, started in Florida by handing out cards at health food stores, yoga studios, and farmers markets, and made $13,000 in her first year while charging $197 a month. What was missing was a clear niche, a clear message, a structured offer, and a simple funnel. Community filled her first programs. Summits and interviews put her in front of audiences she did not have yet. Hiring help, including eight business coaches over the years, took her from $13,000 to six figures in three years. The posting schedule was not the thing that changed. The message got clear, so the content started working harder. Reason 1: You Are Talking to Everyone Gut health on Monday, hormones on Wednesday, sleep on Friday. The likes come from friends and other coaches, not buyers. New coaches were told to just start posting, so they post everything from the certification. Seasoned coaches have helped so many kinds of people that they cannot pick one. Generic content is everywhere now, especially with AI writing posts in seconds. A generalist blends into the feed. A specialist gets remembered. Reason 2: Your Message Blends In Tips and facts do not make someone see themselves in the post. A fuzzy line sounds like "I help women feel their best." A clear one sounds like "I help busy moms over 40 beat the 3 p.m. crash without cutting carbs." If any coach could have written the post, the right person scrolls past it. Rachel's bio formula: I help [who] get [this result] without [the thing they hate]. Then give one next step: a freebie, a DM keyword, or a discovery call. Reason 3: Your Offer Is Unclear People ask what you actually do, and you flinch at the price. Rachel's first offer was sessions and handouts. A neighbor showed her a magazine detox with recipes, and that was the light bulb: she needed a system people could see. Her first structured program was a 14-day detox. People do not buy sessions. They buy a clear result with a clear path, and they want to see the assets, the guide, and the recipes. Reason 4: You Are Avoiding the Sale Nobody DMs, or the DMs go nowhere. People sign up for the webinar and never book. The call ends with "let me think about it." New coaches treat selling as pushy, so they post and hope someone asks to work with them. Hoping is not a strategy. Social media starts the relationship. The decision happens in a real conversation, which is why the sprint includes DM scripts and a discovery call script. Reason 5: You Are Only Visible on Social Media One app's algorithm is a fragile plan. The same small group sees every post. Rachel's alternative is unglamorous and effective: workshops at gyms, yoga studios, spas, and health food stores; a chamber, BNI, or speakers group; a referral circle with a doctor, chiropractor, acupuncturist, or massage therapist; local mom groups. Then podcasts. Smaller shows say yes faster, and one clear interview can do the work of months of posting. Pick the platform the ideal client already uses. Turn one video into a blog post, an email, and a social post. Algorithms change and accounts get shut down. The email list stays. The Health Coach Sprint The sprint is five weeks, from confusion to clients. Each week fixes one of the five problems: niche and positioning, messaging, the offer and a simple launch plan, sales that feel like service, and a podcast visibility kit. Calls are about 90 minutes, with teaching plus hot seats, and Rachel is the one in the room. It includes templates, a private community, a 30-day social media kit, and AI prompts. It starts November 3. Early-bird pricing ends October 31. She is taking 25 coaches, and the first 20 get a private 30-minute session to set goals and audit niche, message, and offer. Your Action Step Rewrite the bio with Rachel's formula: I help [who] get [this result] without [the thing they hate]. Then name one next step under it. Final Thoughts It is not the algorithm, and it is not that you are bad at content. It is the niche and the message, and that is fixable. You did not become a health coach to be a full-time content creator. Join the Health Coach Sprint If you want to fix the niche, the message, and the offer with me, join the Health Coach Sprint. This cohort starts November 3. It is five weeks of live calls, so you leave with a clear message and an offer you can sell. Early bird is $397, or four payments of $99, through October 31. Resources Health Coach Sprint (starts November 3, early bird ends October 31): https://yourhealthcoachbiz.com Rachel Feldman: https://rachelafeldman.com Instagram: https://www.instagram.com/rachelafeldman/ Need help building your low-ticket or high-ticket coaching offer? Visit yourhealthcoachbiz.com to explore done-for-you programs and offers for health coaches. Looking for one-on-one business coaching support? Visit rachelafeldman.com or send me a DM on Instagram at @rachelafeldman

We are living longer, but we are not living better. Our lifespan is increasing, but our health span and quality of life are not, and most of our healthcare system is built to manage disease after it shows up. In this episode of The Healthy Hustle Podcast, Rachel Feldman sits down with Dr. Kristin Oja, founder and CEO of STAT Wellness, to talk about how a personal trainer turned ER nurse turned nurse practitioner built the first membership-based functional medicine and movement practice in the country. Kristin shares her origin story, the affordable membership model behind STAT, why muscle is the foundation of healthy aging, how her team coaches overwhelmed clients one small habit at a time, and what it has taken to grow from one Atlanta clinic to eight locations across the Southeast. Kristin Oja, DNP, FNP-C, IFMCP, is the Founder & CEO of STAT Wellness, a rapidly growing functional medicine and wellness company transforming healthcare through an innovative model that combines personalized medicine, movement, and health coaching. As a Doctor of Nursing Practice, entrepreneur, and business leader, Kristin is passionate about building mission-driven organizations, scaling businesses without losing their purpose, and helping leaders create sustainable success in both business and life. She also hosts the Little By Podcast, where she explores the intersection of health, leadership, entrepreneurship, and personal growth through actionable conversations with industry experts. In This Episode, We Cover: Kristin's path from personal trainer to ER nurse to nurse practitioner, and the freshman-15 moment that started it all Why our healthcare system is so good at sick care, and the difference between lifespan and health span The three foundations STAT is built on: muscle, low inflammation, and stable blood sugar The ER "brown bag" of medications and why symptoms have root causes How STAT's membership model works, and how it keeps functional medicine approachable Why muscle is a metabolic bank and the best predictor of independent, healthy aging How STAT coaches overwhelmed clients with one small, attainable change at a time Accountability, tough love, and taking ownership when a client does not follow through Scaling from one clinic to eight locations: infancy, toddler, childhood, and adolescence in business How Kristin markets herself: impact first, so her patients become her marketing From Personal Trainer to ER Nurse to Nurse Practitioner Kristin describes herself as someone who was built a little differently: an Enneagram seven who sees opportunity in everything and has always asked why. She grew up dancing and playing lacrosse, and never had to think about exercise or food until she went to college, came home in December, and could not button her pants. It was not about the weight. She simply did not have the tools to eat well or move intentionally outside of sports. That realization led her to personal training, and she loved helping people get stronger than they ever thought possible. Her parents encouraged her to get a degree, so she chose nursing as a safe fallback, and her clinical rotations opened her eyes to how sick our society really is. We Are Great at Sick Care, Not Health Care Kristin is grateful for the healthcare we have, but she points out that it is reactive and focused on disease management. We are living longer, but our health span and quality of life are not keeping up. She set out to build something proactive and preventive, starting with a simple question: what gives us the biggest bang for our buck as we age? Three answers kept coming back: Muscle: muscle is our greatest asset as we age, and losing it (sarcopenia) ages us faster. Low inflammation: nutrition, sleep, and lifestyle all drive the inflammation behind so many chronic diseases. Stable blood sugar: keeping blood sugar balanced helps prevent many of the most common chronic conditions. The Brown Bag That Changed Everything Working in the emergency room, Kristin watched patients arrive on gurneys clutching a brown bag full of their medications. Some were on 10, 12, even 15 different prescriptions from specialists who never talked to each other, and some of those medications interacted. As she put it, the root of a blood pressure issue is not a lack of beta blockers, and the root of constipation is not a MiraLAX deficiency. These things have root causes. Even as a nurse practitioner in primary care, she had about five minutes with a patient once a year, which was not enough to understand their history, family dynamics, or how they ate and moved. That pushed her toward functional medicine, longer appointments, and eventually a model she could make accessible. An Approachable Membership Model Traditional functional medicine can be expensive and intimidating, with long supplement lists and big testing bills. STAT Wellness opened in 2019 with a different approach: a membership designed to be predictable and approachable. Kristin explains that the core medicine membership is $185 a month (HSA eligible) and includes unlimited health coaching, unlimited dietitian access, five functional medicine visits a year, three physical therapy appointments, and body composition scans to track muscle mass. Lab work runs through insurance or cash-pay options, so the less predictable costs stay flexible. The model keeps evolving. Some members feel so good after a year that they move to a la carte visits, and custom memberships now add options like VO2 max testing, resting metabolic rate, continuous glucose monitors, and peptides once the foundations are strong. Throughout, the functional medicine provider acts as the patient's quarterback, because not everyone needs the same protocol. Your Health Today Is a Picture of Your Past Every new patient at STAT starts with a one-hour visit and a body composition scan. Kristin asks about their birth, their upbringing, and their diet, because if you are 45 or 55 years old, your health is a reflection of the last 45 or 55 years, not just what you ate last week. From there, the team decides which lab testing actually serves the patient and which membership fits. Someone eating fast food seven days a week, not exercising, and feeling stressed needs more support than a single visit and a handout. Muscle Is a Metabolic Bank Kristin is black and white on this one: the more muscle you have as you age, the healthier you are likely to be. Muscle loss starts in our 30s, and if we let it continue through every decade, we lose vitality and independence. She walks through why muscle matters so much: Muscle acts as a metabolic bank that helps with blood sugar control and makes diabetes harder to develop. More muscle means fewer injuries and broken bones when we fall, and faster reaction time when we trip. Exercise and muscle are linked to lower Alzheimer's risk and better brain function. The heart is a muscle, and overall strength supports cardiovascular health. If she can get a 60-year-old patient focused on building muscle and nourishing their body to support it, she calls that a win. One Small Change at a Time Nobody goes from fast food every day to a perfectly balanced plate, daily walks, and three strength sessions a week after one appointment. Overwhelmed clients need nurturing and someone to break it down. Kristin's team might start with just getting into bed by 10 PM for two weeks. Once sleep improves, they focus on a nourishing breakfast, then a 10-minute family walk after dinner. Rachel shares that she used the same approach with her own clients: start with the basics, see what is missing, and build from there. Small steps feel attainable, and attainable steps are the ones that stick. When it comes to food, the goal is not a rigid meal plan forever. STAT can personalize plans, but the real win is when clients know how to build their own plate, read their hunger cues, eat out confidently, and balance their blood sugar within their real life. Accountability and a Little Tough Love When a patient shows up embarrassed because life got in the way, Kristin's first response is to take ownership: maybe the team did not simplify things enough for that season of life. A full season calls for one thing they can do, so they can walk in next time and say, "I did it." She also knows some people need a push. A patient can feel great while their cardiovascular markers say otherwise, and sometimes the honest conversation is that change has to happen. Her team is still exploring where meeting people where they are ends and tough love begins. Scaling From One Clinic to Eight Locations STAT Wellness opened in Midtown Atlanta in 2019 with no investors, no bank loans, and no proof of concept, just a small loan from Kristin's parents that she has since paid back. She compares business growth to raising a child: Infancy (2019 to 2022): learning to be a business owner and perfecting the model. Toddler (second location in Roswell): figuring out how to run two clinics when you cannot be at both. Childhood (third location in Peachtree City): systems in place and a smoother rhythm. Adolescence (Nashville and beyond): a new state and time zone brought growing pains. Today STAT has eight locations across Georgia, South Carolina, North Carolina, and Tennessee, with telemedicine in the states where its providers are licensed and virtual health coaching nationwide. Keeping pricing approachable at scale means tightly controlling overhead and operating costs, and choosing locations carefully. Become the CEO of Your Life Kristin's closing message is about ownership. You have one body and one life, and you are in the driver's seat whether you work with STAT or your primary care provider. Get clear on what you want, what gives you meaning, and what your why is, and the rest becomes much easier to plug in. When Rachel asks how she markets herself, Kristin says she shares content on Instagram and LinkedIn, but her real marketing strategy is impact. The mor