From Farmers Markets to Full Club: How Amy Glasser Is Growing The Vital Well

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About this episode:

In this episode of the Wellness Pro Hotline, Cate Stillman sits down with Amy Glasser, founder of The Vital Well — an Ayurveda-informed membership community helping women reclaim their vitality, balance their hormones, and build lasting health — for a focused, practical coaching session on the one thing standing between Amy and a full club: consistent leads.

Amy has already done the foundational work that most wellness professionals spend years avoiding. She has built her club, created her classroom, refined her Vitality Checkup assessment process, and mapped her sales cycle. What she needs now is a simple, repeatable engine for getting the right people into that system — across two countries, around childcare, and without burning out on content creation or cold outreach.

Cate's answer is elegantly practical: go where your people already gather every week, offer them a taste of how you work, and let a three-session funnel do the rest.

This is the Wellness Pro Hotline: real practitioners, real challenges, laser coaching — on the record.

What You'll Learn in This Episode

  • How to run a Vitality Checkup table at a farmers market or festival — and what to say
  • The complete three-session funnel: free checkup, Zoom assessment, Sacred Sales close
  • Why the pitch happens in session two, not session three
  • How to use Discover, Desire, Defend to make sure prospects are ready to commit
  • How to add certificates of completion and CEU letters to increase club value
  • How to time block for leads, sales calls, and closing calls around real life
  • How to create FOMO using a monthly club calendar as a closing tool
  • How to use Claude AI to replace session notes and generate client plans in minutes

The Practitioner Who Has Already Done the Work

Amy Glasser is not a beginner. With over 10,000 hours of practitioner experience in Ayurvedic medicine, she has spent years developing the clinical skills, the assessment framework, and the genuine ability to guide women through complex hormonal and metabolic challenges.

She has also done the business-building work that most practitioners skip. She built The Vital Well as a membership club with a proper classroom, a structured sales cycle, and a Vitality Checkup process designed to move people from a cold first meeting to a committed year-long engagement.

What she needed was not a better offer. It was not more content. It was not a rebrand.

It was leads — consistent, local, in-person leads that did not require her to be chained to a content calendar or an ad account.

"You've already put in your 10,000 hours of being a practitioner. So we need to leverage that. When people meet you, they're more likely to sign up." — Cate Stillman

The Farmers Market Funnel: Three Sessions from Cold to Closed

The single most important insight in this coaching session is deceptively simple: the farmers market is not a place to sell. It is a place to start a relationship that sells itself across three intentional touchpoints.

Session One — The Vitality Checkup at the Table

Amy sets up a table at a local farmers market or community festival and offers free 15-minute Vitality Checkups. She checks pulse, looks at the tongue, and does the Ayurvedic assessment she already knows how to do. At the end, she says: "Here is how this works. You sign up, I do a full evaluation, and we schedule a follow-up within 72 hours so I can build a plan for you." If they say yes, she opens her calendar right there. If they say no, that is a perfect screen — and she moves on without effort.

Session Two — The Assessment Review and the Pitch

This is where the real work happens. Amy records the session with her phone — just as she saw Cate do at the Colorado Ayurvedic Medicine Conference — and runs the audio through Claude to generate the client plan. She does not need to take notes. She just shows up, reviews the plan live, and then asks: "Do you want to know how I can help you with all of this?" Nobody says no to that question. And then she walks them through how The Vital Well works, what the year looks like, and what changes are going to be required. The pitch lives here, in session two — not session three.

Session Three — The Close

By this point, the prospect has already met Amy in person, received a Vitality Checkup, been through an assessment, and seen a personalized plan. They are not evaluating a concept. They are deciding whether to continue something that has already started. The closing call is short. It is direct. It is simply about confirming that their health is a real priority this year — and getting them onboarded before the next club cycle begins.

"You go from a cold lead at a farmers market to someone who's familiar with you by three sessions. That's a completely different conversation." — Cate Stillman

Discover, Desire, Defend: The Sacred Sales Framework in Action

Underlying the entire three-session process is the Sacred Sales framework that Wellness Pro Academy teaches its members — and the most important element of it is the Defend step.

Most wellness professionals are comfortable with discovery. They ask good questions. They listen well. They understand their client's situation. Where they consistently lose the sale is in failing to have the client defend their own desire — to articulate, out loud, why this is so important to them right now and what happens if they do not take action.

Without that defense, the client goes home, talks to their partner, gets busy, and never books the onboarding call. With it, they become an advocate for their own health decision before they even leave the sales conversation.

"Their desire has to be cranked up. They've got to be defending their desire. Like this is the year they're going to take care of these issues — and really feeling into what happens if they don't." — Cate Stillman

Certificates of Completion and Continuing Education Credits

One of the most practical moments in this episode comes when a prospect asks Amy whether The Vital Well offers any kind of certification or credential. Cate's response: say yes immediately, and then build it.

A certificate of completion costs nothing to design in Canva. Amy already has her logo, her brand colors, and her visual identity. She can create a completion certificate in under an hour — and then decide what members need to do to earn it: attending a minimum number of coaching sessions per month, completing a classroom, posting in the forum regularly, and doing a short completion interview.

For members who need continuing education units — doctors, nurses, and other licensed practitioners who are increasingly showing up inside wellness membership clubs — the process is equally simple. Cate's own Club Thrive awards CEUs by issuing a letter that documents what the member did and what they completed. The member submits that letter to their organization. Done.

"Just have fun with that today. Take ten minutes. You've already designed all this in Canva. Make a little certificate of completion. Decide what they need to do to earn it — and then when they get it, make a social media post so they can share it and say: this is what I completed, and this is how it changed my life." — Cate Stillman

Time Blocking for a Real Life

Amy is a single parent splitting her time between Santa Fe, New Mexico and San Pancho, Mexico. Her ability to do consistent outreach is genuinely constrained by childcare, geography, and the logistics of a location-independent lifestyle.

Cate's approach to this is not to pretend those constraints do not exist. It is to design around them deliberately.

The farmers market model solves the lead generation problem without requiring a content calendar, an ad account, or a fixed office schedule. Amy already has success from festivals she did the previous summer. The task now is to systematize what is already working: two farmers markets a month in Santa Fe to start, then test San Pancho and Sayulita when she is in Mexico, and iterate based on where her best clients appear.

For outreach and sales calls, the guidance is equally specific: one weekly time block for lead follow-up, a designated window for sales calls in 30-minute increments, and closing calls on a predictable day that both Amy and her prospects can count on. The ideal future calendar becomes the destination — and she steers toward it until it becomes the present.

"Create your ideal calendar of your future and then just keep steering toward it until it becomes your calendar now." — Cate Stillman

Creating FOMO With the Monthly Club Calendar

One of the most effective closing tools in Cate's own practice is deceptively simple: showing a prospect exactly what is happening inside the club this month.

Rather than pitching a general concept of ongoing support and transformation, she pulls up the actual club roadmap — built in Claude from the annual business plan — and shows the prospect what is on the calendar for September, what the theme is, what the kickoff call date is, and what they will miss if they do not get onboarded this week.

The prospect does not feel sold to. They feel like they are about to miss something that is already in motion — something designed specifically for people with exactly their goals.

"The whole pitch is aimed toward what they've already told me they need. And then they have FOMO." — Cate Stillman

Amy is one Claude prompt away from having the same tool for The Vital Well.

Why This Matters for Wellness Professionals

Most wellness professionals who have built a solid offer and a working club system are not stuck because of their methodology. They are stuck because they do not have enough leads moving through their pipeline regularly enough to get good at sales.

The farmers market model solves this in a way that almost no other lead generation strategy can: it is in-person, it is repeatable, it costs almost nothing, it builds community recognition over time, and it gives the practitioner the most powerful closing tool available — the experience of actually working with them.

When prospects have sat at your table, received a Vitality Checkup, gone through an assessment call, and seen a plan built specifically for their body and their goals, they are not evaluating a concept anymore. They are deciding whether to continue something that has already started. That is an entirely different conversation — and a far easier close.

The system is already built. The practitioner already has the skills. The only missing piece is showing up where the right people already gather — and letting the funnel do the rest.

Want to Be a Guest on the Wellness Pro Hotline?

The Wellness Pro Hotline is where real wellness professionals get real coaching — and get seen by the people who need to know what they do.

Here is how it works: you book a Fix Your Offer Session with Cate's team, get clear on your offer and ideal client, enroll as a Wellness Pro Academy member, and then get your own seat on the Hotline — a published coaching conversation where the right people hear exactly what you do, who you serve, and what you are building.

You get coaching. You get visibility. Cross-referrals happen naturally. The right people find you.

👉 Book your Fix Your Offer Session here

Your offer gets clear. Your work gets seen. Your people find you.

Resources & Links

🌿 Wellness Pro Academy → wellnesspro.academy

🧘 Yogahealer → yogahealer.com

📅 Fix Your Offer Session → Book here

Books by Cate Stillman:

Referenced in this episode:

  • Claude AI (for session notes, client plans, and club roadmaps)
  • Canva (for certificates of completion and table displays)
  • Sacred Sales framework (Discover, Desire, Defend)
  • Colorado Ayurvedic Medicine Conference
  • Santa Fe, San Pancho, Sayulita, La Cruz farmers markets and festivals