Welcome to the Healthpreneur Podcast! I’ve got elite athlete turned health entrepreneur, Arianne Perry, on the show with us today! She is the co-founder and president of a company called Sweet Defeat, and the company’s mission is to help people discover how easy it is to reap the benefits of a low-sugar lifestyle.

Arianne is going to give us the secrets to bringing a product to market successfully. Their product is a plant-based lozenge that is clinically proven to reduce sugar cravings, and they’ve chosen to have a single sales channel – their website. By carefully curating their marketing techniques, they attract the right people from the get-go and retain a better relationship with their customers through direct communication.

Whether you’ve got a physical product, a digital one, or are offering your customers a service, you’re sure to get value from this episode. Arianne does dive deep into the production and strategy behind bringing a physical product to market, but her nuggets of wisdom around marketing, entrepreneurship, and leadership are valuable to anyone.

Tune in to hear Arianne and I discuss things like branding, community, and creating a movement – and see how her journey can inspire some leaps in your own.

In this episode Arianne and I discuss:

  • Going from running to finance to running a company.
  • The science and production of a supplement in the U.S.
  • Having a single sales channel and strategic marketing techniques.
  • Facebook advertising, influencers, and what is proven to work.
  • New partnerships, new digital strategy, and constant optimization.
  • What she has learned through entrepreneurship.


3:00 – 8:30 – Running, how she began her entrepreneurial journey, and her struggle with sweets

8:30 – 14:00 – The inspiration, science, and creation of the Sweet Defeat product

14:00 – 18:30 – Creating a movement and marketing strategy

18:30 – 24:00 – What’s to come in the next six months, branding, and community-building

24:00 – 28:00 – The challenges when starting and running a business and doing what it takes

28:00 – 35:00 – The Rapid Five


Today we’re speaking with the co-founder and president of a company called Sweet Defeat. Her name is Arianne Perry. Now, she’s an elite athlete turned health entrepreneur. Having discovered the incredible benefit of a low sugar lifestyle through her personal nutrition journey, she launched Sweet Defeat to help millions of people live healthier, happier lives by making it easy to eat less sugar. Now, what is Sweet Defeat? Well, it’s a minty lozenge made from plant-based ingredients that is clinically proven to reduce the desire for sugar. She brought Sweet Defeat from concept to market by leading in product design and branding, securing patents and clinical studies, establishing a transparent supply change, and building a community of raving fans.

In this episode, Arianne’s going to share how they took this product, how to bring a product to market properly. We’re not talking about an eBook here. We’re talking about a legitimate consumable product and what they did to take it from concept all the way to launching this bad boy. I think you’ll get a lot of value out of this one. Before her company, she actually went to school, got her MBA from Columbia Business School, a BA in Economics from the University of Michigan. She was also the captain of the varsity track and cross country teams, which won several national titles back in those days. So she’s a big, big health enthusiast. She’s active. She’s a former big time runner, and she’s brought all that stuff together into an amazing company that is doing some really cool things to help people get through their sugar cravings. So without any further ado, let’s welcome Arianne to the Healthpreneur podcast.

Arianne, welcome to the Healthpreneur podcast. How are you?

Arianne Perry:                   I am good, Yuri. How are you?

Yuri Elkaim:                         I’m doing very well, thank you. I’m excited to have you on the show, because you’re up to some pretty cool stuff, and you’re a former high-level athlete, but I’m assuming you’re still a pretty competitive athlete, right?

Arianne Perry:                   Once an athlete, always an athlete.

Yuri Elkaim:                        That’s right.

Arianne Perry:                   I didn’t know you were a pro soccer player.

Yuri Elkaim:                         Yeah. It’s a disease that we have. If you’re listening to this and you’re a former athlete, I really think it’s a good disease to have, because more than anything, I think it’s a mindset. Would you agree?

Arianne Perry:                   I absolutely agree. It’s the mindset of thinking … It’s competitive, but it’s with one’s self and with others, so it’s this constant pursuit of excellence in what we do, in what we build and setting goals and figuring out how to get there, because I think that what applies physically also applies to a business or a personal goal or really anything.

Yuri Elkaim:                         I’ve taken it almost as far as not publicly saying this, but it actually makes a lot of sense just to hire other athletes to work with, because it’s just like it’s that common breed of people who get this. It’s just a cool mindset.

I’m excited to have you here. You’ve run. You’re a former runner. That was your gig?

Arianne Perry:                   Yeah. I did a bunch of sports growing up. I started running in middle school. The first race I was ever in, I shocked myself and everyone around me by winning an 800-meter race by over 100 meters. I think I fell in love with winning, but what I really fell in love with was the sport when I started training and enjoying the act of going on a long run with friends or going on a run alone and having that be meditative time. So that became my main high school sport. I ran in college at the University of Michigan. My team won the Big 10 champion seven times over, because when you’re a runner, you’re always in season. You’re running cross country in the fall, then you’re doing indoor track in the winter and then outdoor track in the spring. So I was part of a really incredible team. Had a good coach.

I didn’t go pro in my sport, but I took my running with me, if you will, to New York City where I started working in finance and joined a running club and I ran some marathons. I still jump in a road race every now and then, because I just love to compete, even if it’s not my personal best.

Yuri Elkaim:                         Sure. That’s awesome. You’ve run three sub-hour … Sorry. You’ve run three hour or sub-three hour marathons. Is that correct?

Arianne Perry:                   Yeah.

Yuri Elkaim:                         That’s awesome. I don’t think I’ve ever run a marathon. I think for me, a marathon is like 5K. I’m good.

Arianne Perry:                   It’s not for everybody. For me, it’s not even a frequent thing. It’s very hard on your body.


Running, how she began her entrepreneurial journey, and her struggle with sweets

Yuri Elkaim:                         Yeah, totally. How did you go from running to finance to building out this company? Just so everyone knows, the product is called Sweet Defeat.  Can tell our listeners a bit more about it?  It’s a really interesting concept. How did this journey all come about?

Arianne Perry:                   With the running background and also with a personal interest in nutrition, I’ve been committed to health and fitness my entire life. It’s always been a priority for me, something I love learning about and sharing with others. I’m an intellectually curious person, so I love learning about everything, whether scientific or economic or financial. Back to our earlier conversation about being competitive, it’s like what’s the job that you’re supposed to get after college? Well, you’re supposed to work for a bank. That’s how it was when I graduated. I was lucky enough to get a job at JP Morgan, which is an incredible firm, and really by the CEO Jamie Diamond. I’m not going pro in my sport. I’m working corporate finance. Health and fitness are a priority, and I’m working this demanding desk job. I’m like life is different.

I found it really difficult to eat healthy, even though I knew what I should be eating, and I tried all these different things. I was falling into the late lunch trap of waiting until the last minute and I’m running out and making a bad choice, eating it really fast, and then feeling way too full. Ordering to the office at night and then going to the vending machine. These bad habits. Why am I falling into these habits? I know they’re not good ones. What I realized is I was just eating way too much sugar in unexpected places. In yogurt and green juice and granola bars, things that I had thought of as healthy in the past, but I realized I was eating way too much sugar. So low sugar became my philosophy.

I had a number of different roles at JP Morgan and was really looking for more out of my career. I went to Columbia Business School and was exploring a lot of different options and met my co-founder, Rob Goldstein. He’s a successful investor, so we shared that finance background. He had this idea that taste is connected to how much we eat. I thought that was really interesting. We dug into that, and the research that we did talking to doctors and scientists and nutritionists, and we’ll talk more about developing Sweet Defeat, but that led to the business that is Sweet Defeat. It’s about a low sugar lifestyle, which is my nutritional philosophy. With the product is also content, and we’re just obsessed with customer results. That’s really my journey.

It’s so cool to have my day-to-day be integrating these things that I care so much about personally. The business itself has attracted talented team members that also share that interest in health and wellness. Obviously our customers are looking for results and interested in their health and wellness. So it’s great to be surrounded in my personal and professional life by something that has always been a priority for me and something that I care very much about.


The inspiration, science, and creation of the Sweet Defeat product

Yuri Elkaim:                         Sure. That’s great. You had the idea of low sugar lifestyle. What was the thinking to develop a product like Sweet Defeat, which is essentially a … It’s a lozenge that’s plant-based and reduces sugar cravings pretty much, right?

Arianne Perry:                   Yes. The thought behind it is very simple. What Rob and I thought was what’s with the sweet tooth? Why, after you have a meal, and you’ve had a big meal, maybe, if you’ve been out or if it’s a holiday, why do you still crave dessert? If you have one bite of dessert and then you want the second bite more than the first. What is that about? With that thought in mind, and then also the knowledge that 90% of foods today have some form of sugar, and food tastes awesome. That’s very different from how our ancestors evolved. We evolved in this world of scarcity, where sugar really only existed in fruit. Now it’s added to many foods, and it’s available in all kinds of different forms. So sugar is everywhere.

What’s a sweet tooth? Well, it’s how our brains evolved. We are hard wired to crave sweet things, because sweet was this source of or this signal that there was nutrient and calorically dense food. So we thought okay, sweet taste, connected to how much we eat, for sure. If we affect taste, can that affect desire for food? Could you do the reverse? Take a bite of cake, you want the second bite more.

So we talked to a bunch of experts, and we ended up speaking with the scientists at the Monell Institute at the University of Pennsylvania, Research Institute for Taste and Smell leading institute. They suggested gymnema, an herb, which is the key ingredient in Sweet Defeat. It’s something that you can buy in teas and you can buy in capsules. Unfortunately, it’s very bitter, like most herbs. We thought this works. This is something that can actually give people the edge to stick to their healthy eating plans, but it’s got to taste good and it’s got to be in a form where you can use it at any moment. If you’re at a party or if you’re at home or you’re at your desk. It’s got to be portable.

Our early development was can we make this taste good? What the result ended up being is a patent on a combination of ingredients, gymnema, zinc, and mint. They work synergistically and taste much, much better than just the herb on its own. So yes, all the ingredients in our lozenge are plant-based. We’re obsessed with that. We own the supply chain for gymnema, because we wanted to control end to end and have full transparency into that ingredient, because it had to have consistent quality, purity, and taste. All of our early work was really done on both the supply chain, the patents, and there are three clinical studies demonstrating that in this lozenge form, gymnema reduces the desire for sugar.  Two have been published in peer review journals. So it’s really cool new science.

Yuri Elkaim:                         That’s awesome. This is obviously a lot of people get into supplements or consumables. A lot of times they just weight label stuff or they slap their own label on something pretty generic. You guys have pretty much customized this from scratch and controlled the whole process, which is awesome. What have you learned in that process? What are some of the challenges that you had to overcome? What have you learned in that process of taking that concept to market from a production standpoint?

Arianne Perry:                   From a production standpoint, I have learned everything about the regulatory environment, both in the US and globally. How to select and maintain a relationship with the contract manufacturer. All about the GNPs, and some scary stuff, too, about the ingredient industry and the bare rudimentary quality testing that’s accepted. We’ve actually looked to pharmaceutical techniques. Our first hire was an incredible PhD organic chemist, who is dedicated to nutrition herself. She really brings techniques from the pharmaceutical world to managing our supplement supply chain.

There’s  lots of really cool learnings about manufacturing and sourcing and supply chains from business perspective. Then some scientifically interesting learnings about analysis techniques, and then kind of some scary learnings about industry practices. We have been able to find some really great partners that believe in the same methodologies that we do, so there are some awesome partners out there.


Creating a movement and marketing strategy

Yuri Elkaim:                         That’s great. That’s awesome. In the business right now, what is your unique genius? What’s the thing that you do? If there was nothing, if you could delegate everything except one thing or activity, what is that thing for you?

Arianne Perry:                   For me, it’s the vision . We started with a product, but we’re a movement. We will always focus on our customer. We will always be dedicated to changing their lives and to delivering real information that’s based on science and innovative products. We have our key product. We’ve got other products in the pipeline. We want to be a voice in this global conversation about low sugar as a lifestyle. I think that where many leaders end up is they are the inspiration. You’re the cheerleader. You’re the coach. You’re the vision. You’re the voice.  I want to hire people that are better than me at everything. But at the end of the day, the inspiration I think has to come from a leader. Yeah. I do everything else. I wear lots of different hats. I’ve started to be able to delegate more by building my team, but yeah. It’s that vision.

Yuri Elkaim:                         That’s awesome. Talking about taking the product to market, what does the business model look like? How did you get this product into the hands of your customers? What does that look like?


What’s to come in the next six months, branding, and community-building

Arianne Perry:                   We launched in January with a multi-channel approach, multi-channel marketing approach and a single sales channel approach. We deliberately wanted to sell through sweetdefeat.com so that we could have a direct line to our customer. They can have a direct line to us, and we get them talking to each other. We wanted to build a community. So we sell through sweetdefeat.com. We actually do have retail on the roadmap for the fall, national retail partnership, but in January we launched with all these tactics, both online and offline. We just immediately got a lot of traction online.

I think that what’s really special about paid social marketing … Which is a little bit in the spotlight right now with a negative lens. There’s obviously been changes to the Facebook algorithm, but what’s special about it is you can find people very quickly that you can help. You can get in front of them and you can give them information. You can drive them to your site and get them product and get them results, and then they talk back to you. They come and they review on your page and they like it and they comment and they leave reviews. So it becomes this way to accelerate what used to just be word of mouth. We can measure and we can understand who is our customer even more quickly than we could if we launched and got customers and then did focus groups. We know analytically something about our customer in addition to what they tell us. So that’s been some really incredible traction.

Yuri Elkaim:                         That’s awesome. When you say social marketing, you’re talking specifically about Facebook ads, Instagram ads? Or are you talking about with influencer marketing?

Arianne Perry:                   All of the above. Facebook ads and Instagram ads are both managed through the Facebook ad manager. Then we do paid search as well through Google and Bing. We have an SEO strategy that’s building, so in addition to our content that is our brand voice and basically delivers our philosophy and great information to our customers is also optimized for search engines. We also do influencer. We’re not doing a ton, because we didn’t really … We want to do it a little bit more authentically, so we’ve identified a few pockets where it’s authentic for the influencer and it’s very interesting to their following. So we’d love to build that more, but we also work with publishers that have relevant audiences to either they’ll write about us, and then we’ll do some paid promotion like through their email channels or their social channels. Those are all really great tactics to get in front of people that are relevant.

Yuri Elkaim:                         That’s awesome. Facebook advertising, for anyone listening who is not using it, you’re crazy. It levels the playing field, because you can come from ground zero to scaling very quickly assuming you have a great product and you know your numbers properly. It’s the easiest way to get started for any business. I still don’t know why a lot of people are afraid of it. I think … Who knows. It’s probably the easiest platform to advertise on, but as you said, you guys started in January, which as of this recording, that’s six, seven months ago, which is fairly recent. You can get a lot of traction very quickly. So search I think is really valuable, too. You guys are obviously building that on the back end. That’s a long-term strategy, but we know that most people are going to research online before buying things anyway, so it’s nice to have the best of both worlds there.

What is the next six months? What does the rest of the year look like from a marketing standpoint? You talked about getting into retail. Is it just more of the same in terms of the current model and getting more traction with that, or is there anything new that you guys are building out?

Arianne Perry:                   It is more of the same, but it’s also some new tactics and some exciting new partnerships. With the retail launch, we’ll want to have a digital strategy that supports retail, but there’s so much more optimization that we can do with the digital channels. Probably you could optimize forever. We just try to keep our metrics in mind. I offer to your listeners and to all my friends and people that ask me about my experience, just make a reasonable estimate about what each customer is worth to you in a dollar amount. Then get comfortable with what percent of that you’re willing to spend to acquire that customer. You should always be thinking my cost of acquisition is X. My lifetime value of a customer is two and a half, three, four times X, depending on your cost structure. I always offer that up as a metric. For us, it’s just continuing to optimize that through all of our paid channels.

The new exciting things we’re considering are things like podcasts and also radio and some alternative print media that has a low cost per million impressions. Sorry. Cost impressions, CPM. I just want to say millions, but yeah. Cost per CPM. We’re looking for also other channels, like Home Shopping, and we’re planning to launch on Amazon. We’re planning to do some bigger partnerships. It’s all going to definitely play into each other and have a ripple effect, but we’re always thinking about how can we do what we’re doing now better? What are some other really effective tactics we could be using?

Yuri Elkaim:                         That’s awesome. Very cool. You don’t have to disclose your LTV, but I can only imagine that it’s not thousands of dollars. How do you guys … Obviously the name of the game for you guys is going to be scale in terms of volume. How do you guys maximize lifetime customer value with a product that is lower priced with what you guys currently have?

Arianne Perry:                   It really comes down to the community and being a source for people of information, where it’s not just getting product in their hand, but it’s getting them the information that they need to use it to make a serious change in their lives.

What we hear from our customers is that they’ll use Sweet Defeat for several months. They’ll make this change to a low sugar lifestyle, but then life happens. Maybe you go on vacation and you need to get back on track, or it’s the holidays and then it’s time for a cleanse maybe afterwards. That’s where Sweet Defeat can really be a great tool in getting back on track.

What we believe is if we can deliver our customers great information, great customer experience on top of a really great product that delivers on its promise, that they’ll stay with us and they’ll bring other customers to us. When we roll out products in the future, they’ll be interested in those products. So it’s really about that community, building a community.

Yuri Elkaim:                         That’s smart. A lesson for everyone listening. What I think you guys have done really well, Arianne, is you’re building a brand. You’re building a … It’s a company. It’s not a product. I think that’s really, really smart, because it’s never just about a product, because if you build the infrastructure and the visibility around content, around the platform, it’s market centric. It’s customer centric, and you can always pivot. You can always introduce new things. I think a lot of people in the consumables space, they just slap stuff up on Amazon, and then they just hope stuff will work or they have an eCommerce site that sells stuff.

I think the biggest opportunity … This is one of the things we work a lot with our clients on is you have more than a product. It’s a movement. You guys are a great example of this. It’s like if you build a movement around a product, it’s not about the product anymore, because your customers will be asking for more stuff from you eventually. They’ll be like, “What do you have coming out of the pipeline? I think this would be a good idea.” They want to be more involved with your brand. So I think you guys are a great example of doing something meaningful beyond just put this in your mouth. I just want to commend you on that.

Arianne Perry:                   Thank you. That means a lot.


The challenges when starting and running a business and doing what it takes

Yuri Elkaim:                         Since you guys have started, what’s one of the biggest challenges you’ve had to face from a production, marketing, operations standpoint? What’s maybe something that was not foreseen or forecasted that you ran into? What was the lesson that you had to learn from that?

Arianne Perry:                   We had everything. Yeah. I tell everyone that’s starting a business it will take longer, it will be harder, and you can never predict everything. That’s what makes it fun.

Production was really hard for us early on, just because of owning the entire supply chain. That’s no longer an issue. When I say hard, just took longer, and because of the quality metrics and wanting everything to be very, very consistent every time, it just took some time to lock that down before we started producing product for sale. So that was a challenge early on.

Now I think that it’s just that constant iteration about around the marketing channel. It’s how can we do better in the channels that we have traction? How can we add other channels cost effectively? How can we as a team maintain priorities and not get sucked into too many small things and just keep the big picture in mind?

Yuri Elkaim:                         Yep. Cool. That’s valuable. You have an MBA. Do you find when you look back at your time going through business school, do you think that prepared you well for having your own business?

Arianne Perry:                   Yes and no. I don’t know that anything can necessarily prepare you for having your own business. What was very valuable to me in business school … Well, let me start with what’s valuable now is my network from business school. My classmates and even other alumni that have businesses in similar spaces, beauty and personal care included, so it’s just this automatic network of people to compare notes and help each other. That’s really valuable.

Then I took a lot of investing classes in business school, where you really dig in and try to understand a business, its customers, its vendors, its industry, the tailwinds evaluation. I think that that work in particular helped me develop the research skills that have actually translated really well to entrepreneurship. How do I figure out what I need to know about something I know nothing about and then actually figure those things out so that I can quickly become not a thorough expert, not like I know every detail, but an expert in the sense that I know what is most important. So I think that that was a really helpful skill from business school.

Yuri Elkaim:                         Nice. Awesome. What advice would you give to other MBA grads or other coaches or entrepreneurs coming into the health space, building their own businesses? Knowing what you know now, what advice, whether it’s a product based business or more of a service based? What from your experience would you tell them if you were sitting down over a green juice or coffee with them?

Arianne Perry:                   Do your research. Understand how many people might be after the exact same thing you’re after, and try to find something that is unique. And be authentic. It has to be authentic to you, because it’s going to start to be 24/7, and the more authentic it is to your own beliefs, the more successful you’ll be.

Yuri Elkaim:                         Awesome. What do you think is one skill entrepreneurs must have for lasting success?

Arianne Perry:                   Grit. Never give up.

Yuri Elkaim:                         Yeah, totally.

Arianne Perry:                   Being able to roll up your sleeves and be comfortable with doing whatever it takes.

Yuri Elkaim:                         I call it delusional optimism. Like you have to be delusionally optimistic when everything is falling apart around you.

Arianne Perry:                   That’s really well put.

Yuri Elkaim:                         There’s a reason why most businesses don’t succeed, because I don’t believe most people have what it takes to take the risk to continually get up after being knocked down. I think it’s really a tremendous personal growth journey to have your own business.

Arianne Perry:                   It’s been amazing. I feel really lucky to have met my co-founder, to have great investors, and to be working on this product that is making such an incredible impact on people’s lives. I love it myself, too. So I’m very grateful for this journey that I’m on.


The Rapid Five

Yuri Elkaim:                         Yeah, totally. That’s great. Arianne, this has been really, really awesome. Thank you for sharing everything you’ve shared so far. Are you ready for the rapid five?

Arianne Perry:                   Oh, my gosh.

Yuri Elkaim:                         All right.  Let’s do this. Okay. Five rapid questions. Nothing too incriminating. Don’t worry. It’s all good, so whatever comes top of mind. Okay.

Number one, what is your biggest weakness?

Arianne Perry:                   I take on too much.

Yuri Elkaim:                         Cool. I don’t think anyone here can relate to that in the entrepreneurial space. Number two, what is your biggest strength?

Arianne Perry:                   Determination.

Yuri Elkaim:                         Number three. What’s one skill you’ve become dangerously good at in order to grow your business?

Arianne Perry:                   Analysis.

Yuri Elkaim:                         Nice. Number four. What do you do first thing in the morning?

Arianne Perry:                   Work out.

Yuri Elkaim:                         What does a workout look like for you?

Arianne Perry:                   I primarily alternate between lifting and running. I also do … I like Pilates classes that are Inspire classes. I like those a lot.

Yuri Elkaim:                         Nice.

Arianne Perry:                   I’m off, and then on a weekend I’ll do boot camps or high intensity interval training. But yeah, during the week, I get up, I work out, and that’s my time to clear my head and think about the day. I try not to get my email immediately, but rather write down some notes. I also have a gratitude practice. I recommend that for anybody that is feeling a little negative or is fighting some demons. Just first thing you do when you wake up in the morning, write down three things you’re thankful for and that … There’s even research behind it. That will just turn your own personal energy.

Yuri Elkaim:                         Big time. You can’t be stressed when you’re thankful.

Arianne Perry:                   I know, right?

Yuri Elkaim:                         Yeah. It’s like, “No, I’m going to feel bad. I refuse to be grateful about stuff. No.”

Arianne Perry:                   You have to master your emotion.

Yuri Elkaim:                         Yeah, exactly. Finally, complete this sentence. “I know I’m being successful when … ”

Arianne Perry:                   I know I’m being successful when I’m having a positive impact on other people’s lives. Customers, team members.

Yuri Elkaim:                         Beautiful. Love it. Arianne Perry. There we go, guys. Arianne, thank you so much for being with us today. This has been a lot of fun.

Arianne Perry:                   Likewise. Yuri, it was so nice to meet you.

Yuri Elkaim:                         Likewise.  What is the best place for our listeners to check out what you guys are up to and maybe get their hands on it as well?

Arianne Perry:                   Yes. Sweetdefeat.com or go to any of our social pages. Obviously love to answer any questions and love to bring more people into the movement.

Yuri Elkaim:                         Totally. Guys, we’ll link up to that on the show notes as well for you guys. Try it out for yourself. All of you listening are in the health space. You’re coaching and working with clients who most likely have sugar addictions or cravings. This is a product that can tremendously help them, so check it out for yourself. If it’s a good fit, recommend it to your clients, your patients, your colleagues, your friends, your family. I think it would be a great addition to their pantry and their lifestyle regime. So thank you once again, Arianne.

Arianne Perry:                   Thanks, Yuri.



Wrap Up with Yuri

There we go. I hope you enjoyed this one. Always good to connect with people doing great stuff in this world. My goal is to bring different guests of different walks of life in the health space. Some are product creators. Some are coaches. Some are info marketers. I want to bring you these different people to show you that there’s a lot of common themes and trends, no matter what type of business you have. There’s a lot of the same obstacles, a lot of the same mindset stuff. I hope you really enjoyed this interview for what Arianne was able to do and what they are currently doing with Sweet Defeat, because their company still is fairly young in its evolution.


Healthpreneur Live!

Now, if you want to connect with amazing people in the health space, you want to really get behind the curtains of what’s happening in their businesses and really get a better understanding of what goes into creating a product or what goes into launching a coaching business or what goes into all this stuff and spend more time with these individuals to just to get to know them and get to know their businesses and have them support you and vice versa, then I want to urge you to check out our Healthpreneur Live event. Again, this is 150 people. We cap it at that. It’s by invitation, by application only.

It takes place September 20th to 23rd in Scottsdale, Arizona. That’s a little bit more than a month away. Spots are obviously almost gone. We have to let the venue know by the end of August. That’s the final cut off date.

Here is what I want you to do if you want to be surrounded by a group of amazing health entrepreneurs to help you connect with great people, connect with big ideas, and really take your mindset to the next level to create amazing things in your business. If you want to join us, here’s where you’re going to go right now.


That’s healthpreneurgroup.com/live. On the page, there’s a red button that says, “Request an invitation.” Click on that. Fill out the questions on the following page, and submit. We’ll get that information. We’ll review it, and we’ll get back to you within a day or two, and we’ll let you know if you’re good to go to join us at the events.

We have a whole spectrum of people from kind of beginner-ish, people who … If you have nothing going on, this is probably not the right event, but if you have an existing business, whether it’s … No matter where it is in its evolution or if you’re super successful already and you want to connect with other great successful leaders in our space, this is a great event to be at.

There’s no ego, and that’s why we bring the two spectrums together. It’s really important to be surrounded with people that are playing at a higher level than you, but I also believe that it’s important to connect with people that are maybe at a lower level than you, not on the sense that they’re lower human beings, but just maybe they’re one or two steps behind in their business journey, because the teacher learns most. So I really believe that it’s important to give and share and help people a little bit behind you, but it’s also really great to be pulled ahead from people in front of you. That’s part of what we’re doing with this event.

Last year’s event, we had 110 amazing people. They said it was the best event they’ve ever been to. It’s a really, really unique experience. It’s not your typical conference where you sit down and you get fire hosed information for three days straight. We only have six speakers this year. We have a lot of downtime, a lot of connection time, and most of the sharing. We’ve had a lot of people who want to speak at the event. I say, “Listen, we only have six speakers.” Most of the sharing and the teaching is happening peer-to-peer at the tables and during breaks. It’s very, very unique from any event you’ve ever been to. I guarantee if you come to this event, you will be floored by what you experience. That’s just because we are so dedicated to creating an amazing experience that is at the level of connection that you’re probably not going to see anywhere else.

So if you’re interested in joining us, again, go right now to healthpreneurgroup.com/live, submit your application, and let’s make that happen. Cool? We only have a few spots left. The cut off is only a few weeks away, and it would suck to miss out on this once again. This is our annual family gathering. We only do this once a year, and it’s pretty awesome.

So thank you so much for joining me today. I hope you enjoyed this episode. I look forward to seeing you at HP Live, which is my short form version of saying Healthpreneur Live. I’ll see you in the next episode.

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What You Missed

Is perfectionism holding you back?

In our last episode I talked about the perfectionist trap – and how to finally escape it.

In order to break free from this, we must feel confident in ourselves and know that we are good enough. We must do the internal work.

Tune in here to break free of the perfectionism trap, serve more people, and get moving closer to your goals.