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Well, here we are. You might have known it was coming, but we didn't want to admit it. But it's time to start wrapping up this Art of the Float podcast thing... or at least slow it waaaaay down. It's been an incredible journey!

For this episode, you might want to pop some popcorn, grab a beverage of choice, and join the crew for some twists and turns down memory lane - with a glimpse into the future too. We'll catch you up on some big news since our previous episode aired, like the fact that Drew is out and he's living the post-float life already. He shares some tips for selling and a few things that he would have done differently after reflecting on the process from the other side. You'll hear about Gloria's new baby - the Great Lakes Sports Hub, and why it was her last. Kim unravels some of the tangle of health issues she's been facing, and why she feels torn between her bubble and "the big bubble".

You'll even hear from Producer Brian, as he pops in and shares the story of that fateful day his toe shoes led him to the Float Shoppe and started the sweetest Bromance and business partnership ever. And because we wanted the whole family to help put a bow on this adventure, two of our original co-hosts, Lance and Amy join the conversation too! You'll hear why Amy decided to let her second center go and how she has rebounded and found happiness in one of her first loves. Lance is also out of the float industry, though it followed him for many years after he left. (Tip: If you're thinking about selling your center, you're going to want to hear this!)

You'll hear stories of burnout and recovery, mental health hardships and triumphs, and how hard it can be to let go of the identity of being a float center owner. And while it might seem like a lot of folks are exiting the industry, you'll hear from the crew about reflections on where we've been, and hope for where the float industry is going. It's not a sad story, but it's one that - like this podcast - is evolving.

From the bottoms of all our salty hearts, we thank you for listening for all of these years. It's been utterly fulfilling and healing and inspiring to share our stories with you in each episode. We've often said that we forget that anyone even listens to us, but we're thankful that you've allowed us to share our lives and all that we've learned along the way. Thank you to those who paved the way, and thank you to those who will keep it going.

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Brad’s background in medical databases lends well to the FRC, as he’s a key player in ensuring we have a powerful system to start collecting anonymous data from our members to better understand exactly why our members are choosing to float consistently. The goal is for 100 float centers to sign up to donate $100 per month, and those who do will get to participate, and will be recognized in the research publications and on the FRC website. They’ll also get first dibs at the database, so they can use it to better understand how to market float therapy as a whole.

This episode includes answers to many of the questions and concerns the team has heard about the FRC, and it includes a powerful call to action: sign up to support Project Arcturus to help elevate the credibility of float therapy!

To join project Arcturus, vist https://clinicalfloat.funraise.org/ and make a $100 recurring monthly donation. You will automatically be signed up and all your donations through 2024 will be matched dollar for dollar up to $150,000.

Visit Art of the Float's Show notes page for easy instructions on how to create your own fundraising page for your float center.

Links
Art of the Float Show Notes
Fundraising Webpage

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For Kim, it was a unique year where all her worlds melted together - her friends were onsite as panelists or offering services, one of her kiddos got to speak, her hubby put on the first ever Float Conference rock concert, and many attendees got to visit her center, along with two other beautiful centers in Louisville. With a smaller group of attendees, the conference felt cozy and intimate, and Gloria said this year felt like it was more collaborative with the panel discussions and roundtable talks. Dylan even stayed out til midnight (Portland time)!

If you were there, you’ll enjoy this extension of the warmth and sense of community that everyone felt at the event, and if you weren’t there, you’ll hear some of the insider tidbits you missed. Either way, get ready for a great experience in 2024!

Links
https://clinicalfloat.funraise.org/fundraisers

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Links
Cory Allen's Website

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Links
[More Floats](www.morefloats.com)

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Float Conference Tickets

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Links
Buy Tickets to the Float Conference
How Emotions Are Made
Queering Psychedelics
Shop FLUX T's

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Marshall has been floating and working with the float world since 2012, and he has spent many years studying Dr. Lilly and plans to write a book about all that he’s learned. If you’d like to learn more, be sure to check out Marshall’s podcast and Patreon called Deep State History.

Links
[Deep State History Patreon](www.patreon.com/deepstatehistory)

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Special Guest: Marshall Hammond.

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First up, you’ll learn about what each host does (or doesn’t do) in the way of hosting floats for kids - policies to implement, waivers, conversations to have, and pricing. You’ll learn what questions you should ask upfront and why it’s so important to forewarn the parent about the potential for stinging.

Then you’ll journey through a valuable sidebar conversation about donating floats and whether or not members get to keep their credits after they cancel. Two are a hard yes, and one says nope, but with a twist.

Visit our show page for a full transcript of the show and more!

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It’s not just about creating a killer deal or setting quotas. Creating an effective organic sales funnel involves thinking about your why - understanding that you opened your doors to help your community find relief from the world and all that comes with the human condition - and remembering that “selling” is really just “helping”.

Be sure to take a few notes, and for your homework, try at least one of the strategies discussed, and then we’d love to hear how it goes for you! Send us a message so we can share it with the world!

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Links
Deva Coffee Website
Follow Deva Coffee on Instagram

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We invited Kat Roberts, owner of Surface Float in Canada, to join us and hash out the pros and cons of different policies, and what we should all know about how hair dye works - color molecules, stripping agents, and more!

Kat breaks down her white towel test, performed on site with anyone whose hair may reek havoc on a float tank, and Kim shares why a blanket time-period based policy might only provide a false sense of security. This quick episode is a must-listen for anyone who operates a float center!

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You’ll hear a bit about the great debate over transdermal absorption of magnesium sulfate, and how one floaty human is using magnesium chloride to supplement the float solution in an effort to promote absorption for health benefits, along with some concerns and questions we should all iron out before shifting the standard.

Other news includes floods across multiple centers and hair dye debacles, sprinkled with tidbits on some favorite tools and products to have on hand (including Fiberglass Stain Remover, vitamin C tabs, charcoal filters, a sump pump, and water leak alarms).

You’ll also be SHOCKED to hear the dates for the 2023 Float Conference in Louisville, KY. (Spoiler: Pre-conference workshops and events start on August 16th, and the conference is August 18-20!)

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This year is off to an interesting start already! The crew is back and warming up for a big year with you!

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They want me to write show notes, so with an episode like this, that’s the best I can do. Show notes.

How do you write notes for something that covers frog butts, bidets, Caring Bridge, cancer, closures, floods, laundry failures, rock stars, and favorite socks — and write show notes?! I can’t do it.

If you’re looking for advice for running your float center, you might find some here - mostly centered around ensuring you have electricity for the bidet of our dreams, but otherwise, the takeaway is this – get yourself a network of friends who’ll be there to send you inappropriate photos when times are hard, who’ll bring up your secrets on air, and who will laugh and cry with you through it all.

Happy holidays, and happy new year, dear friends. This is a fun one. Sorry, Olga.

Links
https://www.caringbridge.org/visit/theresacicco/journal

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Their managers, Katie and Terry (yes, another Terry) also joined the conversation to share their insights on the day-to-day operations, and how they keep a seamless flow, how many staff members are on a shift, and how they deliver personalized service to each guest who visits “the sanctuary”.

This team certainly has created something magic in their community, and we know you’ll enjoy hearing all of their behind-the-scenes secrets about what modalities they love, those they regret, and what’s next - because they still aren’t done adding services yet!

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Gloria is introducing this new technology at her studios, so the crew interviewed the Healium founder, Sarah Hill to find out what’s so special about it. Sarah has a background in TV news, and part of her beat involved covering traumatic stories. Eventually that led her to work with veterans, and as they started using virtual reality, they noticed a major shift - participants were FEELING emotions, not just watching things happen on a screen. It was a powerful discovery that led to her new program.

Sarah guides us through getting started with incorporating augmented reality and virtual reality into a meditation practice, as well as how her app is like a “portable, digital chill pill that prepares you for the float tank.”

Links
www.tryhealium

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But it all fell apart. As Shane said, “Admitting defeat was the hardest thing for me.” He lays it all out on this intimate episode – battling pandemic challenges, inflatable paddleboards wreaking havoc on his production, having an “increased tolerance for disappointment”, cutting hundreds of hours of film down to just over 98 minutes, delay after painful delay, experiencing profound loss, and eventually… finding peace.

He says he felt like he was running a marathon that turned out to be an ultra. His finish line kept moving, but after listening to this story, it sounds like maybe he just crossed it. At least until he signs up for the next one….

Links
[floatingdocumentary.com](floatingdocumentary.com)

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If you made it to the 2022 Float Conference, you likely heard Dr. Emily Choquette sharing the latest findings about how LIBR (Laureate Institute for Brain Research) is studying the impact of float therapy and anorexia nervosa. We were delighted to invited Dr. Choquette to the show to talk in depth about that data, as well as how she got involved in the work.

She shared that since anorexia is a particularly challenging condition to treat, and new treatments aren’t being developed fast enough, the research that had already been done on anxiety and floating was a perfect gateway to expand studies. Early research shows that even just a single float can promote positive changes in a patient’s perception of their body.

We chatted with her about what we, as float center owners, can do to continue to foster a relationship with the science community and how to talk about this benefit that could potentially help many individuals who struggle with body image or eating disorders.

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You’re about to hear all of the why’s, the what if’s, and the why not’s, but most importantly the “how we got here”. Float center owners are a special breed, and unknowingly, starting a center often ignites an insatiable entrepreneurial spirit. This person shares a bit about how that spirit is leading them to another adventure, while they still love the float and are in a position to leave while things are good.

A memorable line you’ll hear: “I’m comfortable with hope and chasing the dream, and I thrived when I was building the float center.” That explains a lot, for a lot of us.

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In this episode, Ryan Duey of Capitol Floats and Michael Garrett of Reboot share the story of how they came up with the idea to launch their own manufacturing business for cold plunge tubs - Cold Plunge. There are many parallels between floating and plunging, primarily focused on the breath and the awareness of the present moment, so it was a natural expansion of their vision, talents, and offerings.

They’ll answer questions about why you probably can’t really “plunge in your tub at home for free”, how to begin and maintain a cold plunge practice, and why cold therapy is growing in popularity by leaps and bounds. They also give a little insight into what it was like to appear on Shark Tank to pitch their business and share updates with us for the first time publicly!

If you’re thinking about adding cold plunge, you won’t want to miss this episode! You’ll pick up tips on pricing, setup, and learn from their experiences launching the plunge in their float centers first.

Links
www.thecoldplunge.com

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While he was still wrapped up in the commercial construction space, Jamie was introduced to floating, and like many float center owners, became enamored with the practice. He built his own tank, and then eventually opened his own center and has helped build several centers now.

In this episode, Jamie shares his lessons learned after not soundproofing his first location. You’ll hear tips for soundproofing, sealing the space so the salt doesn’t destroy it, and strategies for where to spend and where to save.

He gives away a powerful tip about how to work with and talk to a general contractor when you’re building your own center: start with detailed plans from a good draftsman or architect.

If you’re thinking about opening a float center, or are making improvements to your own, you won’t want to miss this one.

Links
Email Jamie at me@jjg.io

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In this episode, Dr. Feinstein joins the crew to talk about what the FRC is, what he’s been doing with it, where it’s going, and most importantly, how you can get involved.

This project is a bridge between float therapy and the medical community. As funds are raised, they’ll be used to facilitate clinical research that will help promote floating as a respected, effective, and common tool for combating stress, anxiety, pain, and more. Imagine a world where anyone has access to float when they need it. Imagine the ripple effect on society as more and more people are able to reduce their suffering and show up each day as the best versions of themselves - all of us walking around with that post-float glow. It’s hard not to be inspired and excited when you hear Dr. Feinstein speak about his vision.

Sign up for your own team fundraiser and help make it happen!

Links
clinicalfloat.funraise.org
Float Research Collective Social Media links

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[Art of the Float Store](Shop.artofthefloat.com)

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_Warning: This one’s for the float fam, but not for your young fam. You’ll hear some light adult language not suitable for little ears.
_
You’ll hear a recap of their favorite things - the workshops, the speakers, the venue, the FOOD, and more! Some highlights included sales and membership workshops, the latest research about floating and anorexia nervosa, the launch of the Float Research Collective fundraisers, and Dylan’s love affair with a cardigan.

If you missed out on the fun, be sure to tune in to experience a little of the salty love – and to hear where we’ll be heading for Float Con 2023!

Links
Graham and Ashkahn's Cheat Sheet

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You may have heard of this hot new therapy that’s been taking off across the globe, but in this episode, you’ll discover that it’s not a new therapy, and it’s not “red light therapy”.

It is, however, the medicine of the future - the very same medicine that you saw in Star Trek when someone went to the sick bay, was treated by a laser beam, and healed.

In this episode, James Carroll, founder and CEO of Thor Photomedicine joined us to talk about photobiomodulation therapy, or PBMT. He’s a world-renowned expert in PBMT - a walking, talking, breathing encyclopedia of information about the benefits of this powerful therapy that’s backed by thousands of peer-reviewed scientific studies. James shares inspiring stories about how PBM has helped patients across the globe with everything from chronic pain to athletic recovery and even a specific disease that causes blindness.

With more than 100 names for the therapy, it’s hard to sort out the differences between devices and treatments, but James clarifies some of that as he describes what to look for and what benefits to expect if you’re considering adding red light therapy, errrr, photobiomodulation therapy, to your center.

Be sure to stop by the Thor Photomedicine booth at the Float Conference to try it out yourself!

Links
www.thorlaser.com
www.novothor.com

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Maybe that’s not the saying, but this one is a hoot! It’s no secret that your co-hosts have become fast friends over the years on the mic together, so in this episode, you’ll get a glimpse of what it’s like when the crew gets together (minus one). Expect no structure. Expect no specific topic of discussion. Expect lots of laughs, and know that you’ll likely walk away feeling a little lighter.

Gloria dishes on her latest crush, you’ll hear about Dylan’s “other” cat, and Drew is buying a cow but also used to be in that business. (These are the things you won’t hear on most episodes - except Gloria’s crushes, of course.)

And you’ll also hear some insider scoop about the latest happenings with the FTA (Floatation Tank Association), because we’re not all fun and games. And just like our group text messages, you might think the conversation is winding down, but then it picks back up with someone crying over Shark Tank.

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In this episode, you’ll be mesmerized by Samuel’s voice, inspired by his passion for creating awareness and disrupting “business as usual” in order to explore the intersection of the brain, body, and breath. He shares about the science and the spirit of using the breath for physiological adaptation.

Links
Samuelwhiting.com
Instagram: @whitingenergy

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We’re incredibly excited to hear from the local liaisons for this year’s conference - James and Amy Harder, who also serve on the Board of Directors and special committees for the conference. They’re not only two of the coolest humans on the planet, but they’re also amazing event hosts and have a ton of great fun planned for us in August!

You’ll hear a bit about things you can do in this beautiful, coastal city - from whale watching to partaking in “nature’s cold plunge”. There’s so much magic to be had by arriving early or staying late, exploring the sites, and making lifelong connections with the best people on the planet. As small business owners, fitting in a vacation can be a challenge, so just squeeze it in with the conference!

Jack White will be performing at the Cross Arena just days before we all arrive, using the same space as us, so you know it’s going to be legendary.

(P.S. Be sure to check out our Youtube channel for a surprise visual at the end that you don’t want to miss!)

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From gas prices to the other G word - Groupon - you’ll hear what’s happening across our co-hosts’ centers, including those who have been running strong schedules at capacity for a while. Someone might start driving a truck, someone is giving away services, and someone is looking for more ways to connect with local businesses.

For added fun, you’ll hear from a podcast crasher near the end of the episode!

Be sure to take notes on nurturing your current guests, how to bring in new audiences, and being smart with your spending.

Links
Art of the Float Groupon Episode
Search Art of the Float for Groupon articles and episodes

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Kelly Caldwell, who owns Drift Float Spa in Greenville, SC, joins Kim and Drew in this episode to talk about wearing all the hats, including providing consulting services and selling float pods!

You’ll hear all the details about Float Spa pods that drain and filter 100% of the solution after each guest, as well as some unique features like aromatherapy, but you’ll also hear how Kelly offers SIX services at her center. She also dives into some hiring strategies, including her theory on asking why you might want to ask potential new employees if it bothers them to hear people chewing, why it’s a good idea to delegate and outsource some of your work, and how to grow your team so you don’t have to be the one to do it all. (And of course, that might lead to you starting another side venture like she has!)

Kelly will also have a sponsor table at the Float Conference in Portland, Maine this August, so be sure to stop by and say hello!

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You’ll also hear some quick tips for membership structure, how to offer the memberships without sounding sleazy, and how to nurture those relationships.

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Our expert guest, Reba Sparrow from The Mystery Box Show, joins us to share how to create and tell your story, and why that’s so important as a small business owner. Storytelling makes us more relatable, and doing it right raises the emotional stakes with your audience - your potential guests and members.

The crew talks about how you can take bits of your story and weave it into daily operations and even your marketing efforts.

[mysteryboxshow.com](mysteryboxshow.com)
reba.sparrow@gmail.com
IG: @happyapplePDX

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Either way, having a plan for onboarding is a crucial step to your center’s success, as well as your own mental health during the process. It can make a huge difference in your team’s happiness, engagement, and longevity too!

In this episode, Kim shares her high level strategy for onboarding her team since she’s in the middle of welcoming two new team members. You’ll hear from the whole crew about how long their training programs are, what is included, and how to set each employee up for success and how to establish a clear communication process, as well as what resources to create.

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Our guest on this episode has a simple answer for that: care. Sincerely, authentically, and wholeheartedly - care about your people and allow them to shine.

We invited Carolynn Bruce, Kim’s former boss from the corporate world, to join the conversation tonight. You’ll hear a little backstory about how they worked together to shift the culture in a major corporation, and how impactful some simple conversations can be. While some circumstances may be different in large companies, much of what creates a successful team is the same in small businesses like our float centers, as it is in the big ones. Carolynn shares how to show up as a servant leader to help empower your team to give their best, and how starting with that will lead to the outcomes you’re looking for - excellent customer service, engaged employees, and more.

Links
carolynn.j.bruce@gmail.com

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[www.shop.artofthefloat.com](www.shop.artofthefloat.com)

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In this episode, the crew discusses how it feels to be late and how to prevent it, as well as all of the tools and methods they use for keeping the demands life on the rails. No matter if you’re a software geek like Kim and Gloria, or a fly-by-the-seat of your pants person like Drew, there are ways to review your priorities and also give yourself some grace about how you manage your time. You’ll hear Gloria’s secret weapon and some of the ways each co-host manages their ADHD tendencies.

LINKS
Link to the FTS Consultant Roundtable (https://youtu.be/O2-ZJH_sOpM)
Getting It All Done with ADHD (Kim’s talk at Float Conference): https://www.youtube.com/watch?v=xoWG-MpeZH8
Kim’s favorite weekly task tracker notepad: https://www.amazon.com/gp/product/B08HQWXQSN/ref=ppx_yo_dt_b_search_asin_image?ie=UTF8&psc=1
The AI-powered task management tool Kim uses: https://www.usemotion.com/

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With such a colorful variety of topics, there’s no doubt who our guest is - Dr. Flux himself! You’ll hear the story behind the name, “Dr. Flux”, from the beginning with GoGo Harder, all the way to the present day with our own predictions for completing that full circle… with a Float Conference GoGo Harder celebration of the official earning of his doctorate to become the “real” Dr. Flux.

You’ll also get a glimpse at the topic Dr. Flux will be sharing with everyone at the Float Conference in Maine this August, and you won’t want to miss it!

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Where do you turn when you need some sweet float gear? Well, now you can hop over to the [Art of the Float website](shop.artofthefloat.com) to load up on sweet AOTF gear, float merch, float and testimonial videos, and more!

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Links
[Art of the Float Store!](shop.Artofthefloat.com)
[Bonfire](www.bonfire.com)
[BlankStyle](www.blankstyle.com)
[TransferXpress](www.transferexpress.com)
[AmerStampPrinting](www.amerstamprinting.com)

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The crew chimes in with a few passion points, the impact Joe’s love of the float has had on them, and where each stands on the current issues (or not). You’ll hear about pulling ads, staying Switzerland, and knowing your “whys”.

And if you don’t really care about the whole thing, you should still chime in for a little surprise.

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You’ll hear about our holiday adventures, how to move a ferry boat when you don’t need it anymore, and why you might consider moving to a new location, buying your building, opening a second location, or all of the above.

This episode is all about the joy of - and riding the waves from - being in the float world. Even when things feel heavy for a bit, they eventually bounce back, come full circle in some way, and you can count your blessings while dreaming about Maine lobster.

Links
Kim's Magazine Article!

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Each person reflects on how the year has been professionally and personally, and how important it is to set strong boundaries, stick to your priorities, and remember your own self-care. You’ve heard it before, but it bears repeating because it’s the best thing you could do for yourself.

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It’s a hot topic… to raise your prices or to not raise your prices. With the cost of goods rapidly rising, many float center owners find themselves wondering if now is the time to raise the cost of admission a bit.

Dylan, coming up on ten years in business, shares how price increases have gone for him over the years, as Kim recently implemented her first price increase in three years. You’ll hear some tips and strategies that helped Drew feel more confident in his decision to move forward with an increase for 2022.

The crew tosses around several ideas, including pricing psychology and why certain numbers tend to “work” according to the experts, but why you might not want to put too much stock into that advice.

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From love at first float to navigating tense moments and the stress it added to their marriage, they share their journey of getting burned out, lessons learned, making the hard decision, working through several potential buyers, and finally finding “the one”. You’ll hear how a broker helped them get momentum and set boundaries around the process, how important it is to have your finances in order and always have an exit strategy - even if you don’t plan to sell - and what it’s like to take time to breathe on the other side of it all.

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LINKS
https://www.facebook.com/InfinityFloatNJ/videos/2773586406189409

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Matt Phillips company on Facebook

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Gloria and Kim, both Float Conference board members, attended the event live and provide a recap of some of their favorite talks and workshops. This was the 10th annual conference, and it brought a ton of content - more than ever before - but not everyone got to experience it. Kim provides a little light on the challenges the board faced in hosting the first ever hybrid event. It wasn’t without its challenges, but there was a whole lot to celebrate too.

LINKS
https://www.floatconference.com/financials
https://artofthefloat.com/2021/06/222-dr-feinstein-float-research-collective-brainstorm-speech/

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Get your Float Conference tickets now at floatconference.com!

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Lauree will walk you through a series of questions that will help you not only identify your target client, but also really get to know them and paint a picture about their lives so that you can create an experience that’s truly tailored to their needs. She’ll guide you through ways to start noticing that client when you’re out shopping at the grocery store and why it’s important to get really specific. You’ll hear some tips from Kim Hannan, our own in-house marketing expert, on how to create a named client avatar to help you speak directly to that client in your marketing messages.

In a fun twist, you might find yourself rethinking the “floating is for everyone” approach, but still be able to reach “everyone”.

Visit our show guide for links!

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The crew dives into the differences between your social media demographic and your membership demographic, because they aren’t always one and the same. You’ll hear different ideas for approaching ads, creating outreach programs, and how empowering your employees can be a critical piece of your marketing strategy.

Links
[Float Conference](www.floatconference.com)

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You’ll hear all about what to expect with the hybrid event this year, so you pick whether you want to attend in person or online, and why you might just want to arrive in Milwaukee a few days early (workshops! Sightseeing! More than cheese!), and stay a day or two late (Whirlyball what?!)!

*Don’t forget to use our code ‘Floatastic21’ to save $50 on conference tickets!
*

Links
www.floatconference.com

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They say the customer is always right, but this week, all four co-hosts share stories of clients who broke that rule. It’s a rare thing, but sometimes, even in the most chill environments like float centers, it’s necessary to fire a client or two. You’ll dive into the importance of setting boundaries, standing up for yourself, your employees, and your spouses (as the case may be). And perhaps one of the biggest takeaways from this conversation is why it’s so incredibly important to record notes about customer interactions - both the good and the not-so-good ones.

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Her six-week program, Stress Anxiety Management or SAM-1, weaves together daily journal prompts with video modules, and it encourages consistent float practices. She shares her inspirations behind the course, how it was created and tested, and how you could potentially use it at your center to help you guests not only feel better, but float more.

https://floattucson.com/sampro/

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With the roller coaster we’ve all been on, it’s easy to get caught off guard on how quickly the holiday has hit. You’ll hear about why you might not want to offer discounts, how you might consider raising prices, how to get creative with special add-ons, and why spending a little more on advertising might be a great idea.

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Carlos filed for bankruptcy as he closed his doors after a five-year run, and he said it was actually one of the best decisions he had made for his business and himself in years. He shares his lessons learned, including some key performance indicators (KPIs) that helped him see the fate of Float Los Alamos, including everything from the obvious metrics to the internal staff friction and the shift in energy at the center itself.

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find all the mentioned show link on our page https://artofthefloat.com/2021/04/eidl-201/

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With much gratitude, Matt and Jacki ask that you reach out to the following indidviuals, cc'ing all of them together is OK! (copy+pastable email addresses further below). Please share customer testemonials of your clients and how safe floating should be allowed in Florida without the use of harmful chemicals within an enclosed space.

jax@indigofloat.com – Indigo Float Jacksonville (Please copy us)
Scott.rivkees@flhealth.gov – State Surgeon General
GovernorRon.DeSantis@eog.myflorida.com – Florida Governor
mark.lander@flhealth.gov – Deputy Director for County Health
louise.stlaurent@flhealth.gov – Chief Legal Counsel Florida DOH
Shamarial.Roberson@flhealth.gov – Deputy Secretary of Health
Amy.Meyer@flhealth.gov – Duval County Chief Legal Counsel
Bob.Vincent@flhealth.gov – Environmental Administrator, Water Programs, Florida Dept. of Health
Jason.fischer@myfloridahouse.gov – FL House Representative
Cyndi.Stevenson@myfloridahouse.gov – FL House Representative
BEAN.AARON@flsenate.gov – State Senator
mayorlennycurry@coj.net – Jacksonville Mayor
MBoylan@coj.net – Jacksonville City Council Rep
MCarlucci@coj.net – Jacksonville City Council Rep
Fl04jr.outreach@mail.house.gov – John Rutherford, U.S. Congressman

Scott.rivkees@flhealth.gov; GovernorRon.DeSantis@eog.myflorida.com; mark.lander@flhealth.gov; louise.stlaurent@flhealth.gov; Shamarial.Roberson@flhealth.gov; Amy.Meyer@flhealth.gov; Bob.Vincent@flhealth.gov; Jason.fischer@myfloridahouse.gov; Cyndi.Stevenson@myfloridahouse.gov; BEAN.AARON@flsenate.gov; mayorlennycurry@coj.net; MBoylan@coj.net; MCarlucci@coj.net; Fl04jr.outreach@mail.house.gov

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Never-ending to do lists, constant demands for your attention, and a little ADD sprinkled on top - it apparently sounds familiar to a lot of floaty folks! In this episode, a you’ll hear just whose brains are neurotypical (or so we think) and who employs some major neurodiverse techniques to GSD. Some of those methods are helpful for every overloaded business owner too. You’ll learn how a strong mindfulness can help, but could also really just be a fun brain at work too. Time blocking, meditation, systems, audio and visual reminders, and prioritization - these are just a few of the ways we learn to make our way through the day.

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While some may not get very excited about routine maintenance, this crew made it fun. Between the tears and the laughter, you’ll pick up a bunch of tips about caring for your caulk, battling hair rats, preventing pink mildew, keeping your plumbing working smoothly, and why you might want to invest in an extra sump pump and carbon filter.

Stick with us for this one - it’s hilarious, immature, and yet, oh-so-useful.

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You might find yourself listening intently to Lennon’s song, “Mother” while googling “primal therapy” too....

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While Dr. Feinstein has been focusing on his family life for a few months, the great work at LIBR is continuing under the direction of Dr. Sahib Khalsa… AND Dr. Feinstein’s big dreams are starting to take shape! As he says, he’s “doubling down” on floating, and he needs help getting the Float Research Collective off the ground and then opening his own float clinic in Maui. He presented the idea at Rise in 2019 and is ready to bring the whole float community into the research world, in a way that will help gather publishable data.

If you would like to get involved, you can do two things: 1) sign up for newsletter updates located at the bottom of clinicalfloat.com, and 2) email Dr. Feinstein at feinstein.float@gmail.com to let him know how you’d like to help.

Be sure to tune in to next week’s episode to hear more from Dr. Feinstein too!

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Jonathan’s love-to-learn engineering mindset sets him apart from most Facebook advertisers, and since he’s really not an ad agency, he just loves to share what he knows in order to help other centers. We barely scratched the surface with his profound expertise, and we can’t wait to have him on again to share more! He has a unique approach to advertising his center, including his live events on Facebook (pre-pandemic, of course).

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Two co-hosts are already booked up for that weekend, so they’re likely taking it easy on marketing plans, and someone has an email blast roaring and ready to go. His content is a great tactic for keeping the “people part” of the small businesses front and center.

We hope you’ll also take away some creative ideas for getting new folks in the door, partnering with other local businesses, and showing appreciation for your guests and members, just for the sake of making their days a little bit brighter.

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Whether you applied for the first round of funding or not, and whether you received it or not, you might be eligible for assistance in this newest version - from additional grant funds from the EIDL to another forgivable PPP loan to some SBA generosity. If you have an SBA 7A or 504 loan, you might just be in for two additional months of “debt forgiveness”, and if you’re looking to expand your business and need working capital or are ready to open a business, this stimulus package may be exactly what you need.

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We invited Jesse on to the show to talk about his experience as a first timer, as well as how it was going viral. Jesse is also a musician who creates meditation music that complements float therapy well, so it felt a little serendipitous for all of our paths to cross.

After the “Knuckleheads” wrap up the conversation with Jesse, loaded with gratitude and some fun plans for the future, they reflect on the challenges - lined with many blessings - this year has brought. One thing is certain - there’s something special about the float industry, and we’re all grateful to be a part of it.

Thank you for lending us your ears this year. We’ll see ya again after a short break.

Visit our show page for all today's links!

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He shares tips for using scarcity, limits per person, Google Keyword Planner, and SMS campaigns to maximize your results, as well as how to strategically use landing pages versus purchase link sand sales funnels. Whether you’re a marketing pro or a novice, you’ll pick up a few tips for marketing your center.

Links

email: itsaknowthing@gmail.com
FB: It’s a KnowThing FBL https://www.facebook.com/itsaknowthing/
Floatoffers.com

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Andy shares his story of how floating, and a family legacy of small business ownership and marketing, led him to help other float center owners to maximize their reach. Andy talks about how he creates videos that cause 90% of those who watch to respond by becoming repeat float customers, how one video campaign brought in 600 new floaters, and how he uses Facebook ads to create loyal customers.

He dives into data that supports how four major segments exist in the float industry: those with back pain, join pain, anxiety, and depression/mental disorders.

Andy’s data rolls up to one big fact: the float industry can help so many people. We just need to use the right skills to reach them. He’s working hard to make sure the content that he creates can help us do just that.

LINKS
Risingtideadvertising.com

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You’ll hear the latest news about vaccinations and reporting nuances, but you’ll also journey through questions like, “Are our patrons high risk?”, “What’s the best way to minimize our risks?”, “What does Chicago deep dish pizza have to do with infective doses?”. And “Why should I keep my finger out of my nose after cleaning a float suite?”. Dr. Vore shares the two highest risk touchpoints in a float suite, why you might want to extend times between floats, whether or not investing in HEPA filters is a good idea, and what sort of cleaning products are a load of hogwash.

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If you walk away with nothing else tonight, walk away with this stuck in your ear: don’t do tile floors. We love you too much to see that happen.

We also have a quick little celebration for two float center anniversaries coming up this month, because when the world is hard, those celebrations matter the most! Kudos to Kim and Drew!

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If you walk away with nothing else tonight, walk away with this stuck in your ear: don’t do tile floors. We love you too much to see that happen.

We also have a quick little celebration for two float center anniversaries coming up this month, because when the world is hard, those celebrations matter the most! Kudos to Kim and Drew!

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Organic content growth is wildly different from paid social media advertising, and the long-term strategy requires just that - strategy. As each co-host shares their challenges with juggling the demands of running a float center, you’ll hear some ideas that you can quickly implement, and some that may require a little more thinking and planning.

Social media can be a DIY task, but Kim shares one of the most important pieces of an effective strategy: the strategy. Without it, you’re just throwing darts in the dark.

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In true Art of the Float fashion, the conversation pivots to tackle another big topic: social media. Dylan wants to quit it all, but running a business and staying connected to the float industry makes that nearly impossible. You’ll hear us scratch the surface on the pros and cons of staying in the social media world as we know it, especially in light of a new documentary on the topic.

Links
State of the Industry Survey

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With fewer opportunities to float, some guests are finding it important to schedule their next visit sooner than they would “in the before”. The whole crew is walking away with some new ideas and some things to consider for moving forward, and we hope you are too.

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It wasn’t all perfect, so you’ll hear a few of the downsides and mishaps, and why some folks are hoping for a virtual option again in the future.

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The crew shares their experiences with Virtual Float Conference Preview - what it felt like on the “speaker stage”, all of the behind-the-scenes dishing, and how they enjoyed the Think Tanks and Discord parties.

While there were definitely a few learning moments, the full conference is going to be pretty amazing if the Preview was any indication. (Oh, and you might not want little ears to hear this one - just a few little fun mentions that you might not want to explain later.)

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Heather used her background in marketing to run successful ads and local campaigns. She shares her high-level strategies for measuring the success - or lack thereof - of each campaign, as well as some tools she used to create connections with local business owners. Local partnerships didn’t pan out, but digital marketing was very successful. She talks about how to use a traditional sales funnel (cold leads, lukewarm leads, to hot leads) to target and retarget new guests and why you shouldn’t direct new leads to your website.

One of the most important things Heather shares is how to have a plan and to check your success if you’re doing it yourself, and know when to hire a pro to help you. She even drops a cost-per-click rate that you’ll want to watch!

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Links
[Float Conference Tickets](www.floatconference.com/tickets)

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Gloria is in the process of kicking off a program with Maximum Floats, and Kim shares a bit about a similar program that she launched on her own at her center. And if you’re a non-salesy center, you’ll pick up a few ideas for how to share information and deals without coming across as pushy - how to be a helper instead.

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We realize that feels like a lot of sales talk, but the success and longevity of our centers require “sales” strategies. It doesn’t feel very floaty though, so we dive into how to shift out of the sales mindset and into one of being a consultant who’s there to help guests feel better and find relief.

You’ll hear stories of having a “summer attitude” and being challenged to think about your long term strategy for your business growth - meaning is it a lifestyle business that’s centered around you as an owner, or do you want to grow and scale in a way that will require more reliance on others. We also share some tips for pricing menus, and soft selling the “next step”.

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The conversation flows through the COVID-19 reopening, potential round 2 shutdowns, the struggles of the slow season timing, nifty inventions, cool new offerings, photography needs, marketing strategies, and a special personal story from JulietWe absolutely love you all. Getting to just hang out and talk through the ups, downs, and twirl arounds of this industry in this time is absolutely special, and we don’t take that for granted. We’re so grateful to each of you who listen, who join in, and who support us so we can support you.

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We’re grateful for Jennifer and Mark Gurley from Infinity Float Center in Houston, TX; Elliott Reed of IMR Float in Henderson, NV; and Michael Hineline, the new owner of Float Brothers in Destin, FL. They’ve all joined us tonight to talk about how things are going in their reopening after the COVID shutdown. Someone is having success with billboard ads, someone reopened in the wrong phase and ventured into the world of a “speakeasy float center”, and someone else is getting a full initiation by the Float Gods.

One thing is for sure - float people are special. What we provide is special, and the world needs us more now than ever. We hope you’ll use your float powers to further the good in the world and to continue helping those who are suffering and those who are in need. And keep taking care of yourselves so you can keep providing this healing gift to others.

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You’ll hear a bit about the struggle between covering the center, meeting the demands of the PPP, and not hurting employees by bringing them back to work too soon. There may also be some changes to the PPP stipulations on the horizon, so stay tuned for that.

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Using the newly released FTA guidance, everyone chips in on what they’re doing that aligns - or doesn’t (but mostly does). And just a friendly reminder that we’re each sharing our personal experiences and approaches for our own individual approaches. Some could call it entertainment, some may say it’s ATOF guidance, but we’re just sharing ideas so you can create the best plan of action for your center. This episode dives into wearing masks, asking clients to sign waivers, taking temperatures, using video for orientation, using the parking lot as a waiting room, asking for sneeze confessions, and some tools some of us are implementing. Get ready. It’s a lot to wade through, because, well, reopening your center is a lot to wade through right now too.

*Wherever you are in your reopening journey, be safe. Be smart. Take care of yourself, and take care of your people.
*

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You’ll hear a little venting, a little conspiracy theory, a little morality, and definitely some practicality as Dylan, Kim, and Drew share their views about reopening and updating procedures to make that happen. Because we believe in presenting multiple perspectives, you’ll get to pick which team you’re on: Team Open ASAP, Team Wait it Out, or Team Not Really Sure.

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As a small business owner, times are certainly challenging right now. Most float centers have closed their doors and now need financial assistance to cover expenses and take care of their employees. For this live-recorded episode, we invited anyone in the industry to join us as we talked to Jesse Calm, a small business attorney who shared information about the Paycheck Protection Program, which is an element within the recently passed CARES Act in the United States.

The PPP, administered through the SBA, is a loan that may be partially forgivable. If you’re interested in applying for it, talk to your local bank immediately, ideally one with whom you already have a working relationship. Jesse, among others in the crowd, shared details about loan eligibility, amount eligibility, and how to qualify for forgiveness of some or all of the loan. Please note that this information is accurate at the time of recording, but because the application goes live two days after recording (on Friday, 4/3/2020), some details may change. It is crucial to talk to your professional team for the nuances of your situation.

To be eligible for the PPP loan, you must have fewer than 500 employees and be located within the United States, and you must review statements and certify that your business has been impacted by the COVID-19 situation.

The loan amount for which you’re eligible is calculated based on your average monthly payroll cost times 2.5 months. After eight weeks, you may be eligible for forgiveness of some or all of that amount, based on the total full-time employees (or combination of part-time employees who add up to 35 hours a week to be considered full time) before the event, compared to the average number of full-time employees (or combination of part-timers) over the course of that eight weeks. If you have already laid off your employees, you might still benefit from the program as a two-year loan with a 0.5% interest rate, but may not be eligible for forgiveness. You must be able to provide receipts and paystubs for payroll costs, rent, utilities, and interest payments, but 75% of the loan does need to be used for payroll in order to be eligible for for loan forgiveness.

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Times, they are a bit strange. Someone’s binging on Netflix, someone’s not sleeping, somebody is hanging with the Tiger King, and someone else might be getting cozy with the whiskey. With all four co-hosts’ centers closed during the COVID-19 closures, the crew chats about their expectations for the national relief programs and what they’re each doing during the “downtime”.

You’ll hear a few ideas for keeping in touch with clients, taking care of employees, and some sobering thoughts on the future of your own business (and theirs). To help with the nitty gritty world that must go on, Kim shares some tips for what to share (or not share) on social media, Drew poses some thought-provoking sentiments about offering sales right now, and the whole crew shares in a little love and support. There are pros and cons to each decision you’re making along the way, of course, so you’ll have to arrive at your own conclusions, but not without a few ideas and nuggets of compassion to help you.

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If you listened to last week’s episode, get ready to zoom out, spin around, and question it all. Blood, sweat, and tears. It’s all here because it’s pretty amazing what can happen in a week, salty friends. The crew, along with Sanda (Dylan’s  amazing partner at The Float Shoppe and in life) comes back together to hash out what they’re feeling, what they’re doing, and how they’re handling the way events have unfolded in the last week with the COVID-19 virus. If you’re debating closing, you’ll hear the thought process each person went through in order to arrive at the decision to stay open or close their center - from the size of the center, number of employees, and how people get to work. 

You’ll get a few tips on what to do if you do close, what assistance programs may be available to you, and how to start exploring the financial impact, emotional impact, and social impact of your decision. And Kim shares why she couldn’t hop in the tank right now. As an added bonus, we have a special guest- a nurse who is on the front line helping folks who are battling COVID-19. It’s an emotional, unprecedented time, and you’ll hear some raw and real responses to how everyone is handling it. With a few personal stories and different different views, we hope you can arrive at a peaceful decision about how to handle your own float center in this uncharted territory.

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In this episode, we invited a special guest, Jason MacDonald to join us to talk about what we, as owners, should and shouldn’t do. Jason is an industry advocate who has spoken at past Float Conferences, and he is a health inspector in Alberta, Canada.

Jason dispels some misinformation and shares his general perspective about how the virus is spread and how float centers are already well-equipped for this outbreak. (He even drops a few one liners that you could use for marketing campaigns!) While there’s a lot of uncharted territory with COVID-19, Jason sheds light on what to look for in your cleaning and disinfecting products to make sure you’re doing just that. Tip: contact/dwell times matter.

Dylan, Gloria, Drew, and Kim then chat about what they’re each doing onsite for their cleaning routines, staff communications, and public messaging. Some are holding out, and some are shouting from the rooftops. In which camp will you fall after hearing it all here?

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Special Guest: Beth Jones.

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We’ll dive into some conspiracy theories about why so many people use robes, and how to prevent that, as well as what products/tools to use… or not.

We told you it’s going to be hot.

Links
Kim’s robe hang tag
Anti-vibration pads
Dropps laundry detergent

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Everyone also checks in with an update on their person wellbeing goals for the year, as a follow up to the last group therapy episode.

Links
Dylan's KGW Interview
Kim’s social media help or email at kim@mindfull.solutions

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Listen to see who says, “Just because things are going well with the business, which I’ve always wanted, it doesn’t necessarily mean that that’s what I want for my life.”

It’s a hard look at the raw, real life struggles we all face, where we go for support, and how we all need to… (yep, you guessed it) float more.

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Listen to see who says, "Just because things are going well with the business, which I've always wanted, it doesn't necessarily mean that that's what I want for my life."

It’s a hard look at the raw, real life struggles we all face, where we go for support, and how we all need to... (yep, you guessed it) float more.

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Since Dylan and Kim have unique perspectives given their line of paid work in supporting other float center owners, you’ll hear how they feel about folks using their work with or without credit, and what’s important to consider before just snagging something for your own use. You’ll hear how it impacts branding, dinner tables, and even how “reusing” content can cause confusion for clients.

We even sprinkle in a bit about how to protect your content, where to go to find free resources, and how to walk that fine line between “being inspired by” and “taking” someone else’s concepts and creations.

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Is it better to create FOMO (fear of missing out) with shorter timeframes to capture deals? Or continue that chill, floaty vibe with a longer sale that doesn’t rush anyone? What about in-person only deals? Should you reserve the best prices for new folks or members? And why on Earth wouldn’t you want current clients to come in to your center for a special event? Drew has a compelling reason, so be sure to listen. You’ll hear how it’s going since Black Friday was later in the year, and how that’s impacting shopping habits so far, as well as why getting 3 hours of sleep doesn’t make for a bangin’ Small Business Saturday. We hide nothing….

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Please take the time to fill out our Float Tank Review Survey! It takes 4-5 minutes to fill out, you'll recieve 11 float photos as thanks, and you can find it right here!

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Since The Float Shoppe has been open for 8 years, Dylan has some strong feelings about why membership is a must-have for his business, but Drew is contemplating ditching the membership model all together. You’ll hear about entitlement behaviors, lost potential revenue, and schedule blockers… and how to spot the signs that you’re ready for expansion. And what about an inclusive, limited time only membership?

Gloria dices up several ways to leverage memberships to create more frequent visits and how to turn members into your marketing team, as well as how to handle cases where people don’t use the floats they’ve accrued. And you’ll dive into policies and when to hold strong on them - or not.

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The crew talks about different strategies for finding employees, from social media, to recruiting sites, to hiring float clients, and you’ll take in a lot of different things to consider when trying to find the right fit for your center. Should you hire someone who loves to clean, someone who’s great with people, or someone who gels with the rest of your existing team? Should you hire just for front of house versus back of house, or should they switch off or combine it all into one?

And because the topic of employees is such a meaty one, we’ll continue on in the next few episodes when we talk about training and retaining employees, and how to keep your cool when it’s time to say farewell to someone.

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Grab your Vanilla Ice, baby! Grashkahn is back with a brand new edition… of the Float Con! Graham and Ashkahn of Float On and Float Tank Solutions join us to break down the details about the 2019 Float Conference. Last year, they announced that the conference itself would become a non-profit, so over the last few months, they’ve assembled a team to create the new version. The conference now has a new Board of Directors and a small army working out the details.

They share that the basic format isn’t really changing, but the conference will be moving from city to city each year, starting in Denver. Listen in to see what will be happening each day, and what training workshops will be offered and when. This year’s focus is on establishing the new administrative structure, so it won’t feel vastly different just yet. You’ll hear who the new MC will be, and get to get giddy when you hear a few Float Faves will be making an appearance.

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Each host brings a completely different perspective. You’ll hear about Dylan’s history of using Groupon to pay his center’s rent when they first opened several years ago, and how Groupon customers still make up about 5% of his center’s revenue. Gloria’s take is that Groupon, in its current format, is a marketing tool (and expense), not a revenue generator. Gloria dives into the strategic thinking of how to calculate a Groupon offer (including a brilliant pricing move to immediately get a repeat visit!). Dylan reiterates how important it is to understand your cost-per-float for all of your financial and marketing decisions.

After hitting some hard points, we’re pretty sure you’ll be able to easily draw your own conclusion about using Groupon. Just kidding. There’s no easy answer. Do your homework, listen to this episode a few times, crunch your numbers, and know why you’re doing what you’re doing. Good luck!

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Drew Kane, owner of New Hampshire Float Therapy is a new host, who came into floating much the same way as Dylan. (Thanks, Joe Rogan!) Drew’s start comes full circle because he’s been a loyal listener of Art of the Float since his start, and he was a consulting client of AOTF. With only one float tank (in someone’s home) in all of New England, he seized the opportunity. Drew was a juvenile probation officer who went through a few big challenges to get his center open, but he stumbled on the perfect location and got creative with the landlord situation. Drew’s center opened in November 2017, and as of our recording date, he’s adding a third float room and just hired employees.

Rounding out the new hosting team is Gloria Morris, owner of three Float Sixty locations. Gloria opened three locations in Chicago and Northwest Indiana in only three years. Gloria comes from a tech background in database marketing, and her husband took her to float several years ago to relieve stress. She’s run her own marketing company for many years and worked in big data technology for a decade before starting her float journey in 2015. She opened her first center only 9 months after her first float. Gloria has a team of almost 30 employees across her three locations, so she brings a wealth of knowledge about leadership, scaling, and efficiencies.

Kim Hannan is a name you may recognize. She writes the show notes for each episode, but she’ll be joining each recording and will sometimes jump in live on the mic to share her thoughts. (Okay, I can’t write about myself in the third person for the rest of this paragraph….) After 15 years in the corporate world, I left my role as a training and marketing director just as we were getting ready to open Sukhino Float Center & Salt Cave in southern Indiana. I knew I was going to open a center before I had even had my first float. I roped my husband into my crazy idea, and after we studied and planned for four years, we finally broke ground. It was a challenging marathon of strange happenings to get the doors open, but we’re 5 months in, and loving the salty life.

Dylan will take you on a stroll down memory lane with his start in the float world and how he and his wife Sandra launched The Float Shoppe. After hearing about floating on Joe Rogan’s podcast, Dylan became intrigued and eventually inspired enough to leave the cubicle farm and build his own center in Portland, Oregon, even though he never talked to Space Jesus.

We’re all excited to bring you a new season of Art of the Float!

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Links:

• Art of the Float