Mastering Annual Marketing for Wellness Pros with Cate Stillman

Welcome to another episode of Well Pro Show! Today, we dive into the world of wellness club marketing with Cate, a trailblazer in the wellness industry and author of books like Body Thrive and Uninflamed. Cate shares actionable strategies for crafting an annual marketing calendar, leveraging core competencies, and creating engaging campaigns that drive impact and growth for wellness clubs.

What You’ll Get Out of Tuning In

1. Learn How to Build a Marketing Calendar – Step-by-step guidance on mapping out core competencies into a 12-month plan. (00:02:21)
2. Craft Problem-Aware Content – Discover the power of identifying your audience’s pain points and aligning them with marketing themes. (00:04:59)
3. Leverage Evergreen Content – Understand how to create reusable assets like videos, recipes, or challenges for lasting impact. (00:12:24)
4. Incorporate Audience Engagement – Explore strategies like contests and sponsorships to build community and drive participation. (00:56:18)
5. Align Marketing with Core Club Values – Insights on blending modern tools with timeless wellness practices to nurture audience connection. (0:20:37)

Highlights

1. Annual Marketing Calendar Framework: Cate outlines how to divide 12 months into marketing themes based on core competencies such as rhythm, detox, and microbiome health. Each theme ties back to addressing specific audience pain points.
2. Problem-Aware Language: Cate emphasizes the importance of speaking directly to audience challenges. For example, framing content around “no time to cook” to promote a detox program.
3. Evergreen Content for Multi-Use Campaigns: Cate explains the process of repurposing existing assets, like Pinterest boards or infographics, to reduce workload and build brand reliability.
4. Interactive Campaigns and Sponsorships: Learn how to run contests (like building an ax-throwing target) and collaborate with sponsors to expand reach and deepen engagement.

Notable Quotes

1. “Core competencies are the backbone of your marketing—when your messaging solves a problem, your audience listens.” Cate Stillman, 00:01:53
2. “Evergreen content isn’t just efficient; it makes you reliable and memorable to your audience year after year.” Cate Stillman 00:49:46
3. “By speaking to pain points like ‘no time to cook,’ you’re addressing real barriers and offering solutions that resonate.” Cate Stillman, 00:40:15
4. “Your hubs and sponsors aren’t just collaborators—they’re part of your ecosystem, helping you grow while you help them thrive.” – Cate Stillman, 00:57:27

Links

Cate Stillman

• Explore Wellness Pro Academy

• Discover wellness in 2025 through Thrive with Cate

• Founder of Yogahealer, ClubThrive.Global, and Wellness Pro Academy

• Author of PRIMAL HABITS, Uninflamed,  Body Thrive, Master of YOU, and more!

• Recommended Tools: Pinterest for content curation and Canva for visuals

This episode has equipped you with the tools to transform your wellness club marketing, from crafting problem-aware campaigns to creating content that engages and converts. As Cate reminds us, marketing is a marathon, not a sprint—consistent, targeted messaging builds momentum over time.

Stay tuned for more actionable insights, and don’t forget to check out Cate’s resources at Wellness Pro Academy. Have a question or want to share your success story? Reach out to us at curious@wellnesspro.academy or on social media!