Episode 240 - Liz Galloway, Well Mind Project & Brand Sanity Media
In this episode of Soul of Travel, Season 6: Women's Wisdom + Mindful Travel, presented by @journeywoman_original, Christine hosts a soulful conversation with Liz Galloway.
Liz Galloway is a seasoned PR Specialist, and media professional who loves extreme adventure. She has a diverse background in brand strategy, media production, along with the luxury travel, wellness, videography, and adventure industries. She founded Brand Sanity Media and The Well Mind Project to fuel her passion in travel, media and mental health advocacy with healthy retreats.
Her work includes securing high-profile media placements nationally and internationally (from USA Today, to Robb Report and beyond) blending purpose with placement and producing impactful videos, commercials and broadcast campaigns. She is an energetic interim TV show host who brings fresh perspectives to her stories. She has run multi-million dollar budgets in marketing and communications, executing key strategies and digital campaigns combined with AI to gain market share. She also organizes the TEDxBelltown Women event in Seattle for TEDx speakers and media.
She seamlessly blends her outdoor adventures from long haul ocean yacht racing for charity, to peak bagging, flying helicopters, to leading adventure- wellness retreats with her media work. All helping people break through barriers. Liz’s work focuses on creating authentic, impactful brand narratives that foster deep connections and highlight sustainability, social responsibility, and global exploration.
Originally from Salt Lake City, Liz visited Germany on a foreign exchange trip and she felt the initial spark of travel, knowing it would be a part of her life forever. Now, she is driven by the work to incorporate wellness, adventure, and community support.
Christine and Liz dive into how travel that is intentional, accessible, and sometimes uncomfortable might lead to the biggest impacts in our lives. “The discomfort is the doorway,” says Liz. Knowing your why and choosing the right-sized challenge builds confidence you can bring home.
Liz shares how one of her travelers returned home and left their corporate job to create a retreat center and more clients who have made a midlife 180-degree turn to come closer to what they truly want their lives to be like. This highlights the importance of planning and supporting people during slow and transformative trips, thinking about “the tools and toolsets or resources that they can have after the fact,” back in daily life.
Mental Fitness, Wellness, and The Role of Travel
The work of wellness is not to ‘fix’ anything that’s broken; it’s not to hold the euphoria of a trip; it’s not to leave your life behind. It’s to embrace a challenge, to make the slightest tweak in how you see yourself. Liz explores the neuroscience behind transformative travel in this conversation, and explains why she Liz plans for the emotional arc of a trip. Seeing the connection between things you perceive to be emotionally, mentally, or physically difficult, and the way it literally rewires your brain, can make a difference for you. “Patter-uption,” Liz calls it!
“If we can help, by helping them connect back to their body and mind … it starts bringing again, these different firings of synapses, and if you can push through those, it has been proven that that can really help.”
Brand Storytelling in the Travel Industry
While it can be tough to prioritize and communicate every important aspect of your brand or personality, Liz explains that’s not really the point. Instead, she says, you’re “really selling the energy and assets of yourself, and connecting that emotionally with other people.” Successful marketing tells the story of a lifestyle rather than listing features and trying to convince someone to take the leap.
The Ethics and Impact of How We Travel
Liz is deliberate in amplifying women-led businesses, especially across Africa, and in designing experiences that include not only big, breathtaking adventure but also sustained integration and community partnership.
She prioritizes women-led partners because too often, women are underestimated and overlooked. “If you need something,” she says about real, on-the-ground partnerships, “they're probably going to be more apt to make it happen.” That’s the power of relationship-first travel design; hospitality flows both ways.
Together, we can invite new experiences and begin to understand how a new place can rewire our brains, embrace the side quest, and appreciate that our small choices – the partners we choose, our travel’s pace, and how we bring to life everything we have experienced after a trip – are what truly make a difference.
“Discomfort is the doorway … If you can get through those moments, that is where change lies.”
Soul of Travel Episode 240 At a Glance
In This Episode, Christine and Laura discuss:
The ways in which travel heals the body, mind, and spirit
Travel as a catalyst for personal transformation and mental wellbeing
How side journeys are often the most rewarding
What happens when we are open and curious in our lives
Love these soulful conversations and want to expand our reach? Support Soul of Travel on Buy Me a Coffee, subscribe here to Apple Podcasts, and rate and review your favorite episodes.
To discuss advertising or sponsoring an episode, reach out to Christine at souloftravelpodcast@gmail.com.
Resources & Links Mentioned in the Episode
Connect with Liz on your favorite social media network! Instagram / LinkedIn
Learn more about the Well Mind Project here.
Inquire about how you can maximize your brand’s visibility with Liz at Brand Sanity Media.
Register to see the next TEDx Belltown Women in Seattle or learn more about speaking opportunities.
Related UN Sustainable Development Goals
Sustainable Development Goal #3: Ensure healthy lives and promote well-being for all at all ages.
Sustainable Development Goal #4: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all.
Sustainable Development Goal #5: Achieve gender equality and empower all women and girls.
Sustainable Development Goal #8: Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all.
Sustainable Development Goal #11 Make cities and human settlements inclusive, safe, resilient and sustainable.
Sustainable Development Goal #12: Ensure sustainable consumption and production patterns.
Sustainable Development Goal #16: Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.
Sustainable Development Goal #17: Strengthen the means of implementation and revitalize the Global Partnership for Sustainable Development.
About the Soul Of Travel Podcast
Soul of Travel honors the passion and dedication of people making a positive impact in the tourism industry. In each episode, you’ll hear the stories of women who are industry professionals, seasoned travelers, and community leaders. Our expert guests represent social impact organizations, adventure-based community organizations, travel photography and videography, and entrepreneurs who know that travel is an opportunity for personal awareness and a vehicle for global change.
Join us to become a more educated and intentional traveler as you learn about new destinations, sustainable and regenerative travel, and community-based tourism. Industry professionals and those curious about a career in travel will also find value and purpose in our conversations.
We are thought leaders, action-takers, and heart-centered change-makers who inspire and create community. Join host Christine Winebrenner Irick for these soulful conversations with our global community of travelers exploring the heart, the mind, and the globe.
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Credits. Christine Winebrenner Irick (Host, creator, editor). Christine Winebrenner Irick (Guest). Original music by Clark Adams. Editing, production, and content writing by Christine Winebrenner Irick
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WE WON A BESSIE AWARD! The Bessie Awards recognize the achievements of women and gender-diverse people making an impact in the travel industry. To view the complete list of 2022’s winners, visit bessieawards.org.
Monthly Soul Circles: Gatherings to Begin This Month!
Rekindling the spark of connection that began with daily “3:33” virtual gatherings, Christine is also launching monthly Soul Circles, to be held on the third Thursday of every month. These gatherings promise meditations, guest-led workshops, and open-hearted conversations, open to all who seek community! Learn more by joining the Lotus Sojourns Collective Facebook group.
Soul of Travel Episode 240 Transcript
Key Words: women’s travel, transformational travel, sustainable travel, social entrepreneurship
Christine: Welcome to Soul of Travel podcast. I am your host, Christine, and today we are joined by Liz Galloway and she is the, um, head of well Mind project, brand, sanity media, and.dot dot. So we'll discuss the things and the.dot dots. I always love that because, um, you have a lot of.
Things that you have worked in, and I love seeing how all of those have connected to Weave what you're doing right now as I was researching and preparing and getting to know you. So, um, I love. I love how that, um, that we can create these things that envelop all of the parts of ourselves to offer the most we can to the people we work with in all these different ways.
So, um, without going on and on, um, welcome to the podcast, Liz. I'm so glad to have you.
Liz: Thank you so much. I'm excited. Yeah. Ellipses loading, right? It's always a story of everyone's lives like and then we do this, but yeah, it is, it is really nice to kind of weave all of our passions together.
Christine: Thank you. Well, as we get started, I'm actually just gonna turn it over to you to introduce yourself to the listeners and tell us a little bit more about what you're doing and also, um, how that ties into travel. 'cause I know that is a part of here and there and sprinkled throughout what you do.
Liz: Yeah, well, I'll give a, a short version. I mean, for basically the past couple of decades I've worked in both international and domestic tourism. So a lot of it was focused on, uh, working with tourism boards and big brands and, uh, influential luxury properties in that, both overseas and here. So I've done a lot of that for a long time, pretty much in a lot of wellness based things.
Um, morphing into consulting, startups, training, quality support, all the marketing elements. So I've done all of those different pieces in, uh, in and around travel brands, right? So, you know, a lot of press trips, a lot of public relations, which has kind of lead has led me into where I'm at now, creating more of an agency that's focused around brands that are in travel, outdoors, lifestyle, luxury.
Adventure, these things that that is really popping off and has been forever. But now it's like, you know, travel is, is not gonna go away, you know, anytime soon, if ever. That is one of the things that, you know, can, continues to connect us in our world. So been doing that for a long, long time. And then I was also leading and still do from time to time, and I've had more requests to bring those back as these adventure wellness retreats where we really connect this mind, body, soul element, but going above and beyond to kind of tackle that physiology.
Of how mental, uh, awareness and mental fitness really does focus a lot around the movement of your body and getting things, um, going and breaking out of your box and those types of things. So a lot of that is, um, you know, circulates around that. I bring in different professionals that I don't lead. I'm not a licensed therapist, so you know, I'll, I can facilitate many different things, but I'm not gonna do that.
I'll bring in experts for our mastermind. So that's part of that, and that has actually led me into. Creating and founding a nonprofit specifically around that mental health element where we will provide scholarships to individuals or couples who want to join some of these retreats. We'll just, you know, partner up with different leaders and retreat hosts to facilitate and put people into their retreats, so kind of helping them.
Fill their retreats as well, but also helping others who maybe couldn't get to those retreats, whether it's a, um, you know, financial barrier or some other, uh, element to them to get that mental and physical kind of support and health that you get from those wonderful, wonderful spaces and, you know, in beautiful locations.
And we all know that that all helps us. You know, just kind of grow in many different ways through travel and, and wellness and lifestyle and all of that. So I guess that kind of brings us back to where we are now. So I, I wrap those all together and what I do in kind of my day to day life and, and growth from there.
Christine: Yeah. Thank you for, for sharing that. And um, when you were talking about the scholarships that you have, placing people and, you know, giving people access to these experiences they might not have. Um, I was just reminded of a conversation. I had a friend with a friend recently talking about, I've been studying Ayurveda and reiki and yoga and, um, kind of looking at how.
You can use some of that wisdom to find the trips that you wanna take. And I was like, it's kind of like literally prescribing travel, even though I can't do that. But, you know, it, it, I, that's why I'm really excited for this conversation is because I think sometimes people overlook the true. Wellness benefits, like there's the idea of wellness travel, but sometimes that's a little, maybe surface level or superficial wellness.
Like, yes, it's great to get a massage and or you know, have some hiking or biking, but like there's some honest to goodness wellness and wellbeing that can be associated with travel that I think maybe it doesn't always get the credit it deserves. So the, that. Kind of one-liner, one-off joke of prescribing travel.
I was like, I mean, actually I would love to do that because not only do I think it truly is beneficial, the other thing I think it answers for me when you're looking at maybe the context of sustainability is that people that are like using travel to heal without intentionally understanding that they're using travel to heal are maybe. Like taking the wrong prescription first and then there, you know, they didn't have the intention to pick the thing that they needed to most return feeling well. So I'm just laying that out there as kind of this blanket that we'll probably dive into. But, um, yeah, I'm so excited about this kind of, this deeper look at this aspect of travel.
Liz: Yeah. I mean, we're all, I guess, doctors of travel. I love that line. Prescr prescribing travel, and it's, I mean, I guess there's two ways to look at it too, because there's people who run away from their problems by traveling and just moving space to space, and they're kind of trying to outrun things in people places.
But you can never outrun yourself that old saying, right. So there, there is that portion, but I think the whole flipping it on the other side when you travel that wellness to healing or, you know, one of my handles in social media is travel to wellness, you know, and that started all because I was doing these retreats and things like that.
But it, there's that other side where if you can get that growth, you can get that benefit. You can, um, get your prescriptions that are creating wellness in your life and driving you to the next level. So it really depends on your awareness and how you're. Using that travel, just like you said. Yeah. So there's two ways of definitely looking at that.
Christine: Yeah, for sure. Um, well, before we go too much further, I just wanna, wanna hear your origin story and like how you fell into travel and then how those experiences have started to shape where you are now and, and with what you're offering.
Liz: Oh man, I, I think I've always had a travel bug. I originally was born in, uh, salt Lake City, but I never felt like that was my space. And um, one, it was landlocked, right? But I went on this foreign exchange trip when I was like 14 years old to Germany and I just was like, okay, this is so cool. We went everywhere and I mean, I think that sparked something as well.
So way back and then, you know, I was kind of like, this has gotta be a part of my life. I kind of always felt like that was something. Um, in my twenties I had the opportunity to, um, move to Costa Rica and ended up living there for, um, several years. I was brought there by a company to, uh, train people in their resorts and locations and things like, things like that.
So that actually was a big, uh, catalyst to different changes and living overseas for that extended amount of time and being, uh, working in those multicultural environments, multilingual environments, becoming. Bilingual because of living there and kind of really integrating into the community and things like that.
So that was a big, uh, change for me as well. And then I, you know, was taking contracts in places like Spain and working with these big, um, luxury portfolio companies and things like that. So it's, there's always kind of like a thread that is weaved through everything and kind of connections. And one thing I really believe in is.
Keeping that curiosity in the mind open of where those connections can go just through networking or meeting or being at that trade show or, um, you know, talking to someone like you, just having conversations of interesting things and introductions. After introductions is where some of the most interesting different things have come from.
That's where, you know, contracts overseas have come from opportunities to. Speak with people or create retreats is all kind of come from just meeting people more organically, but they're also being super purposeful. You know, coming from now a PR agency that, you know, I lead is the whole day is really just outreach and pitching, right?
So you're just, you're creating those relationships and those synergies and like what makes sense and really, you know, expanding that bubble. So I think my origin has. Come from these different, you know, opportunities many, many years ago that has just propelled me into different things and just keeping a really open mind to bring it back to like, how do I one, make this something that I can enjoy in life, um, also help others and make a living at it and help others make a living at it too.
And maybe do something different. You.
Christine: Yeah, and I think it's so interesting when you don't necessarily have like this final end point, end point in mind. Like, you know, a lot of times we're told to just work towards a very specific goal, but then when you're working towards that very specific goal, all of the other things, the opportunities that you kind of have your blinders to, might have actually been. So much better for you. And it, it's also, I guess, very similar to travel where like when your ultimate goal is to like get to this place, to do this thing, you also will miss all the things that are happening all around you that are actually maybe what you were meant to be there for. So that like that curiosity you said I think is so important and maybe kind of busting down this idea that. Uh, the distractions are actually maybe the, the, the benefits, you know, like we
Liz: Yeah.
Christine: in focus that we actually need to derail ourselves.
Liz: Yeah, I love a side quest. Those are like some cool things come out of side quests, right? So, you know, um, yeah, I mean, and travel's the perfect thing. Uh, you'll learn a lot about someone if you go travel with them. You know, that's kind of a defining factor. I think a lot of people have noticed that, whether it's your partner or friends or whatever.
There, there are certain people that I won't travel with anymore, so we just don't mesh well on traveling. And some people are very structured and want that, you know, kind of, they've got that agenda, they've got that line of sight, and then there's the opportunity to keep it open, like, oh, this looks interesting.
This could be a good side quest that leads into some fabulous, really cool thing, or an invitation to someone's local house or a festival, or, you know, those are really cool elements that could happen happening. You just never know. Um, so it's, it's nice to keep that open.
Christine: Yeah. Um, well, I'd love to kind of begin to think about this idea of, um. What travel offs offers us in terms of healing and kind of get your opinion or your, um, perspective on things like using adventure as a way to open that door to healing. Like how do, how can we use that as this catalyst for growth or understanding ourselves or, or, um, whatev, you know, allowing it to do something to, to help us along our journey.
Liz: Yeah, I mean, that's a really big question and I think it's very different for each person. And you know, just going back to like adventure wellness retreats, I think is a very specific model that it's still, um, interesting to me how many people, uh. For something that seems very normal to me in a big extreme outdoor thing.
'cause I've been doing it for a very long time and have now become very comfortable with the uncomfortable type of thing that for them, there are still things that are very, very scary. Um, like hiking to the top of a volcano and pushing either their mental or physical boundaries. Um, zip lining on certain something skydiving, uh, doing, you know, peek bagging to the top of Kilimanjaro, which we have coming up in a, in a, a future, uh, retreat.
Those types of things to some people still seem very, um, that I could never do that, where that's not me or, um, I'm too afraid or I couldn't do that, or I'm not physically ready or mentally ready, but that's the point. You know, that is absolutely a point. I have this phrase that I have said to other people before, the discomfort is the doorway.
And I really feel like that applies to travel in so many different ways. And I've been travel, uh, can't even talk right now. The solo traveling for so long. That it just seems normal to me. And, um, there's now a lot of younger people still coming up where they're just finding themselves through this solo travel and a lot of groups and spaces that specifically speak to solo travel and, um, either making it safe for women, traveling solo, or even getting together, those types of things.
But it's still very interesting to me how many people. Those things, um, are still blocking them. And so I think if you can get through those, that is where that, um, change lies. That's where the diving into yourself and learning more about you lies. That's where breakthroughs mentally and physically lie.
Um, and, and also kind of getting back to yourself in those elements. I really feel like that when you speak to that wellness. That can mean a lot of different things to a lot of different people. Right. And it may not just be something that's physical or mental. It could be something way beyond that, you know, spiritual and opening things up.
So, um, yeah, there's a lot, there's a lot there. But I, I hope that kind of gives some of the concept. But I, that's kind of the point is, is getting past, uh, what you would normally do.
Christine: Yeah, and I think it's interesting as travel designers and curators that you know that. Scale of adventure too is something we need to recognize because as you were mentioning, you know, you're super comfortable with all of these things at this point. And you know, you probably started over here where those things initially made you really uncomfortable and, and might have tried to get in your way to keep you, but you've, you've kind of continued to push through and I, you know, I'll find like will be like, oh my gosh, that was so adventurous of you.
And I'm like. Oh, you're right. Like that is an adventurous thing to do, but almost I've become desensitized probably to you to like some of the things that might be adventurous because of the opportunities we've had to have those experiences and to grow through them. And then like, so keeping that in mind and then also realizing like if we're. Our goal is to help people heal through having these growth experiences and, you know, moving through that cycle, knowing that them navigating an airport in a country where nobody's speaking their language and coming out of that feeling confident, like that was their adventure. You know, they, that was already it.
Like I think it's really important for us to always. Think about the user of this experience, I guess, and like where they're at. Because also I think if sometimes people might jump too far in too fast and then that stops them because they did experience actual maybe fear or something that might've been one step too far, too soon.
So I don't know. Those are always things I'm, I like really wanna be conscious to acknowledge people's. Successes, even if it's something I've already worked through and it, and it doesn't, it no longer seems like an adventure or a challenge or something to me.
Liz: Yeah, absolutely. I, I mean, we were all beginners to something at some point. Everything that we have done was, we've done it for the first time at some point, right? So meeting those people where they are, whether it's just somebody that I love, just meeting, random people traveling as well, and just like talking and meeting new people, whether it's locals or other travelers.
And then getting to the mindset of like, what's your why? Like, why, why are you doing this? Or what, what, uh, what, what's your drive? Or, you know, are you doing this full-time, part-time? Are, you know, is this the first time you've been out? And just kind of getting to the core of where they're coming from and meeting them where they're at.
And then maybe just sharing stories is enough or tips, you know. To get them going. But you know, just individual travel that way is, is great. When you bring people together in a retreat, it also gives a, a, a safe space. And there are so many people providing great retreats all over the world, right? So it's finding great partners to work with and creating those spaces where people can open up and feel like, yeah, that, um, what maybe they have looked up to you as saying, wow, like, I wanna do that someday, type of thing.
That then they're doing it and then they're helping other people come along and do that as well. Kind of like even if in the career systems, you know, thankfully a lot of us don't have to be in the corporate world anymore, but there's that saying of like, if you're rising up and you're growing, don't pull up the ladder behind you.
Lead the ladder there and help people climb up with you. And I think with travel you can look at that a lot too. Like you're saying there's, people are going to different. Um, different levels of where they wanna go and, um, I think getting to people's why is really, really important, whether it's just in life in general or around travel as well.
Christine: Yeah, I, I agree. That's one of the very first things I do when I meet with prospective travelers, or even, you know, if they're not traveling with me, but people that are looking to try to figure out what they want from travel or what they should be doing. I'm like, you have to know your why first, which. Probably for you and I feels like an easy, like of course, but some people are like, I don't What's, I don't know what you're talking about. I don't know what my why is, or I know what a why is, but how do you have a why for travel and then. You know, one, once you get in there, then you can really find meaningful ways to help them travel.
And so I, I think because it, it's interesting how many people will just be so again, caught up at that end point, right? They're like, I have always wanted to go to. Um, Machu Picchu, or I've always wanted to go see the Eiffel Tower, whatever that is. So then their focus there, when you ask them why, it's like, well, maybe I was always interested in cuisine.
And then every time I saw cuisine they were in Paris. And maybe they would've went to Paris and seen the Eiffel Tower and, and it wouldn't have crossed their mind to take the cooking class. But then when you come back and you're like, they only ever wanted to go to Paris because of. Food, like, you know how, what I'm saying?
Like there's, it's so interesting. And then people, because they didn't do that, they left Paris and they're like, I didn't really enjoy it, or whatever it might be. Like, there's all these deeper meanings, often behind places you're choosing, and we just have followed the breadcrumbs without trying to figure out why they we're there.
Liz: Yeah, that's a good way of putting it. And your why is going to change. And multiple phases throughout your life. And so I think if you can just keep that self-awareness, it's like, okay, where, well, where am I? Not now. Now where's my why? That type of thing. Because I think it's always gonna change. And if you can keep that awareness and let it change.
That's great. 'cause uh, you know, sometimes I'm not in my twenties anymore. I'm not the same person I was in my twenties. I may not want those same, same things or looking the same way. Right. So it's always going to morph and change and grow. And if we can keep those seeds and, and keep growing them and nurturing them, that's super important as well.
Um, yeah, I mean, 'cause it. I, I'm, and the, what I've seen really cool too and a bigger trend is I'm a big fan of career sabbaticals and sabbaticals and gap years and all this are not just for college kids. Do it as an adult and take time away from your career and things like that. It is a life changing, and I did it for myself.
Um, I work with people who've had these totally, um, transformational midlife pivots. You know, from leaving a corporate, a New York high power job wearing, you know, their, um, Manolos and all that, to just leaving that and going and opening up a, a resort in, in Mexico and, you know, wearing flip flops instead of high hills or another person who was in this, you know, massive logistics industry and flipping it and, you know, turning it into a, a luxury brand.
Those types of things. These really cool, like midlife. Pivots where it's like, you know what? I actually don't wanna be doing this. I was told that I should be doing this, but I actually don't wanna be doing this. So it goes back to your why and that can totally turn your life around or upside down, and maybe it's chaos and crazy, but at the end when on the other side it's been, yeah, I've seen some really cool transformational things and also push myself.
I have done that and continue to push myself to do that too.
Christine: Yeah. Travel can give us really that space to reconnect to ourselves because it's so easy. I, I feel like all we're talking about on this. In this conversation is like the path and how to get off the path. But this, I'm gonna go back to it again 'cause right, you, you, you are on this trajectory and you know, you, maybe you went to college, you graduated, you had this goal of becoming an executive or, you know, opening this business and making it succeed.
And so because you've been so focused on that thing, you have disconnected from parts of yourselves or, or maybe. Heard it, but then we're like, Nope, that's getting in the way of this ultimate goal I have. And sometimes when you travel that part of you surfaces. And so like you're saying, then that's when you can. Take that new insight about yourself, and you don't always have to like burn everything down, but like come back and say, okay, now that I know this part of myself and this thing is important, how do I infuse that into the work I'm doing? Or how do I pivot and create something new? But travel really can open that. You know, that door for you so that you, you can see what might be possible outside of what you thought was the only way forward.
Liz: Right. Yeah, and I think, um, you know, 'cause I spent about a decade living overseas. I think living and being immersed long-term in certain spaces too will give you a flip of perspectives as well. Um, so I'm a big fan of slow travel too, if I wasn't living in a certain destination. Slow travel has been amazing because you can really get more immersed.
And you can find out more of those whys. It gives you the time to settle in and feel like, I mean, have you ever gone to a place and you're like, you immediately feel this affinity for it, kind of like this vibe and you're like, I could live here. Like I'm just here for two days on a layover or whatever, but I can totally live here.
Right? And you start fantasizing about that and like, that's a real thing. You can do it, you, you can go do that. You can go and, and do slow travel, um, in all of those interesting things. I do. You know, side note, side quest. I, when I was doing a lot of these overseas things and, um, working on these contracts, I, I had a young son and he would travel with me and live overseas and do these things and oddly enough, he's now a big digital nomad out creating his life and doing the same thing too.
So it's like, if, if you're immersed in these spaces, it can just shift such a mindset and trajectory and change the course of your life and other things. Um, so. Yeah, I think it's important for us to keep talking about it and, and I think as women too, it's really nice to see the growth of just these different women only spaces.
Not that we wanna be exclusive or not include men or anything, but it's really nice to see these spaces that women are creating for them to, um, just explore more, uh, kind of have their niche, maybe feel safe in certain things like that. So it's been really nice to see that growth in the industry as well.
Christine: Yeah, well I, when we were, you know, started the conversation talking about adventure and wellbeing and, um, wellness. I think a lot of times we think about physical wellness and sometimes even, uh, people bring in the conversation of, you know, spiritual wellness. And I love that you have really been focusing on mental health and mental wellbeing.
So I'd love to talk about how you see travel. As a doorway to mental wellbeing and mental health, like how do you think those two support one another?
Liz: Um, well, I'm not a neuroscience, but I've been fascinated by the whole concept of the physiology behind just like moving your body and pushing through barriers. There's like certain areas in your brain that like, if you. Break through and push to do something hard or that you perceive to be hard, that your brain is actually firing in different ways and really kind of like shifting changes and those synapses and creating new synapses and connections.
And so that's always been fascinating to me. And so when you. Are pushing yourself to do things that you perceive to be emotionally or mentally or even physically hard, which we, again, going back to, you know, when you travel in a group or we do retreats or different things like that, and many of us do is those elements are kind of all peppered in there.
And so coming back to how that neuro, like the neuro connections, the neuroscience actually works behind it is going to help change your. Mental perceptions, your inner concepts, your inner confidence, that self-talk, and it's not a joke when you talk about that type of stuff. Like people say it's like, oh, that's just that, you know, that crystal woowoo, whatever type of thing to write off.
But it is proven that science, there are different things when you're doing those. It will fire different synapses in your brain, and when you can push those, it helps to change things. Depression and concepts and confidence and that can change a lot of things in your life. I mean, I don't know if you've ever been like in a very dark place or, you know, I think all of us have had something happen that has been very pivotal or dark in our lives that has like really sparked something, right?
It was really hard to deal with and you kind of come out as a changed person, but sometimes people can get really stuck in, um, bad situations or, you know, mental health issues and those types of things. So if we can help. By helping them connect back to their body and mind, which travels a big part of that and getting them into new environments.
Because when you're in these more anonymous, different environments, it starts bringing again, these different firings of synapses. And if you can push through those, it has been been proven that that can really help. And so, um, I think mental health is really important to talk about. Um. I'm glad that it is getting more common in our world to talk about that, both for men and women of the need for mental fitness and, and being aware of, of your mind, the power of your mind and the need to keep your brain healthy.
Um, not just your mind. Are you working out your mind, like you can go to the gym every day? Yes. That's going to help the physical connections and your mind too. But are you really working out your mind and are you really kind of creating that mental fitness that you need? So that's where I look at that base for, um, mental health and wanting that and always wanting to be kind of aware of that even for myself, um, and continue to explore that within myself too and others.
And so that's kind of where that nonprofit foundation came from and where that concept come came from. I mean, I'm not, um, I'm not solving, you know, uh, solar power, wind problems, you know, things like that, these massive things. But, um, if we can help, you know, more people to connect and be healthier people where they can also help other people be healthy, I think that's gonna help our world as well.
Christine: Yeah. Well, and I think it's interesting, you know, I, I often say, and like, you know, like I was just in that example before where if you're traveling and you get a, a moment away from your path and you have that new awareness about yourself. The other thing is, is like you just mentioned, when you're somewhere else, your operating system starts operating differently, and I hadn't really thought about that aspect of it, and it, it inherently disrupts those normal patterns and I think we just don't realize.
Because we, we always have this thing happening in the background, right, in our subconscious, and it loves the normal, so it's just like, okay, I know when I get to the stoplight, I start thinking about traffic and I'm reinforcing my negative thought pattern about my commute. And then when I go here and this thing happens, and.
We, we, we just live in that space. Whether we're conscious of it or not, some of us are able to step back and be like, oh, I noticed this about myself. When you travel, you're already just breaking it literally physically. Because you're not in the same patterns and then your brain has to be like, oh, how do I respond to this?
And so you do just start rewiring. And again, we're, neither of us are talking like scientists clearly. 'cause I do not sound like one right now, but it's just this observation I had about how, what you were talking about. Like, oh, okay, that actually really makes sense how that works because you're. Brain is forced to do something different.
And then people always ask how they can take that back. And it's funny that I just hadn't thought about that before, but I'm like, bring that traveler's mindset while it's like, bring that way of your circuit happening back to your daily life and, and, and see if you can maintain that and not return right away to those patterns that you had before.
Liz: Yeah, absolutely. Pattern eruption, interrupting your patterns is definitely a thing. Some of the biggest, um, most kind of helpful things I've done for myself is to really look at patterns over time and break ones that aren't working and change and create new ones that will, um, and, and just kind of keep that concept.
So absolutely. Absolutely
Christine: and it's hard. Yeah, it's hard because like, um, rightly so, like our bodies are comfortable there. So when you get here and you start filling those patterns, breaking, that's the discomfort, right? And your body is like uncomfortable. No, thank you. And so that's where you were saying you have to kind of push through that in order to kind of complete the override.
Otherwise you'll come back home and your body will be like. Oh, thank goodness. We're where we, we are where we'd love to be. And you'll just go right back into the space. And so it, it is really important to just like acknowledge the discomfort and, you know. Just give yourself permission. I, you know, I tell my kids all the time, like, it's gonna be shorter than you think it is, whatever.
It's, you know, a small discomfort. Like, I don't wanna rip the bandaid off. It's, I understand it's scary.
Liz: Yeah.
Christine: It's gonna hurt for a minute and it's gonna be done, and then you're fine and you're on the other side and you're, you like, can't even remember what you were worried about before. And so. This idea of pushing through that really does change who we are on the other side.
Liz: Yeah. Yeah, and I think it's, there's sometimes a skillset that we are losing too, at least in my observation in society, that if we're just always stuck in the same thing or stuck in false environments like social media all of the time, and we're not living those aspects, we're losing parts of our ability to socialize and connect and have real conversations and get deeper without being.
Because it's almost like if there's any sign of discomfort or friction or something that someone's not getting praised for, because that's the only thing that's ever happened in their life, we're losing parts of that in our society because if we cannot deal with the most basic discomfort, how can we evolve to be something bigger, better, and stronger, not only as a person and a human, but our future.
Right. I mean, so I feel like travel is great for that as well, because we're not, we are not only interrupting patterns, creating new synapses in our brain, but we're helping to keep those skills alive of just like basic human connection and growth. And, and that comes back to that wellness element as well, you know?
Christine: Yeah. Um, I love this and I am immediately applying this to my child rearing. This is what's happening in my background. I'm like, oh, yeah, that is an astute observation. We need to do this thing so that, that's an. Happening. Um, well, I, I wanted to talk a little bit, you mentioned, um, um, your trip to Africa and, um, I, in kind of preparing for this, I noticed you were really focusing on working with some women-owned businesses there, and, you know, looking at how your journeys can kind of have an impact and being a little bit more intentional in what you're creating.
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Christine: So I wanted to talk to you about that, is kind of. Maybe this idea of reciprocity and how the things that you're creating have a positive impact for travelers and host communities, and what are the things that you look at when you're kind of molding all of that into something that becomes, you know, what you're creating.
Liz: Yeah, I mean it's, I mean, wow. Retreats are very logistic heavy, I mean, on the backend when you're creating them. And so you do have to be very intentional about, you know, seeking out the right things. I personally am, have an affinity for supporting just women as a whole. I think it's very important for us to uphold each other.
I speak to this in different levels. Um, but so that's why I kind of go to women owned or women led businesses or something along those lines because I feel like a lot of times, uh, they're overlooked. Uh, they're unheard. They're, uh, underestimated. Um, sometimes we have to fight harder than others for kind of basic things, and that might sound like an exaggeration, but, uh, if you've ever run into barriers or blockades that you've had to push through or find other ways to do it, um, sometimes solely just because you're a woman in an environment that's, you know, maybe not as welcoming for you.
I think it's important to keep, uh, opening up doors for each other. And so if, like, for example, in Tanzania, when it's a woman owned, a luxury safari company and also the person puts together those porters to lead people up the mountain on Kilimanjaro, but it comes back to their personal communities and we're eliminating, you know, some of those third party platforms, those third party people, or.
Maybe individuals that it would take away from where not only that financial gain, but kind of that supportive gain would not go back to them in the same way. And then also, you know, just having those one-on-one conversations. It's relationship builder. So it goes back to my PR days and my pr. So what I do on a regular basis is building, uh, synergies and relationships.
And so, you know, if you need something. They're probably going to be more apt to make it happen. You know, those requests and at that, like the reciprocity that you said in helping each other go back and forth. And again, you never know where that can also grow into something bigger or different or, um, you know, down the line.
It's, it's. It's fascinating how just, you know, simple conversations can grow into stuff. I, I lead a lot of networking events, TEDx women's events, host those, and I've seen women create businesses together that have met these events, um, write songs together, travel together, create all kinds of really cool things.
So I do have an affinity for those women led concepts and supporting that, but, um. Making the event curated and your retreats and any kind of travel curated, I think is, um, thinking about the whole experiential level that someone's gonna have from the time they arrive at the time they leave, and then maybe some tools and tool sets or resources that they can have after the fact as well.
Because you get this big high from traveling and you know, you go to these fabulous retreats and it's almost like an alternate world and you're just like, well, I wish I could stay here forever, you know, because you're in this, uh, euphoric phase and space where just. Um, things just seem so much of a, a, a growth factor or expanded mindset type of thing.
And then you've gotta go back to sometimes your real world, where that may be going back to a corporate job that maybe is not your favorite or more stressors in your life. Personal professionals. So resources after the fact are important as well, and continuing to build those relationships. But there's, there's lots of different logistics that run behind the scenes.
Christine: Yeah. Yeah. And that's one of those things that always, when people ask and they reach out and they're like, I love travel and I love retreats and I really wanna do them. And you start naming it off some of the logistics of things that happen, I'm like, do you wanna do this? And they're like, no, I actually don't wanna run retreats.
And I was like, I mean, not to discourage people, 'cause some, you know. We need the people that can do that. But it's funny 'cause it's you often in travel and retreats and you see the, the, the front facing part that's supposed to look magical and easy and seamless and, um, enjoyable. And that's our job is to build that.
But then when. Wanna come at it from the other side, you don't realize, you know, what's the Wizard of Oz behind the
Liz: Yeah, exactly. It's me. Hello?
Christine: Yeah. You're like me wearing my 27 hats and yeah. Um, so anyway, that was a, that was another side note, but that just made me think of that. I have that question often in my life. Um. Well, I, let me just look at my list of questions I had for you before we shift gears, because I, I wanted to talk about travel, but I also wanted to talk a little bit about storytelling for brands and marketing and, um, because I know that's one of your other passions.
Um, I think I have asked you everything I wanted there. So let's just shift gears to that and, and talk a little bit about kind of the power of brand storytelling and, um. How you, how you get your story across. Because I think one of the things for me when I come into this, when things are nuanced and like I'm trying to walk my listeners through the intersection of sustainability and healing and gender equity, and they're, they're like, what?
That's a lot of things. Why? How do these fit together? Then I'll start to get lost in my own story and my own storytelling. And, um, I just wanted to hear from you, like, how do you help or what are some of the, the tools you have for cleaning up that storytelling or for helping to decipher what's the resonant story to tell?
Liz: Um, well a, a lot of different aspects to come from, and it really depends on if you're working with an individual, like a solopreneur or a smaller company. Versus if you're working with a big brand, a hotel chain, you know, a luxury product that's has a bigger reach and you know, more corporate style stuff.
So in that self alone, you're gonna tackle it very differently as far as like how you're gonna build out that campaign brand, what that earned media is gonna look like, you know, those types of things. But in, in the end, you're really kind of selling the core essence of yourself, especially if, if you're a person who has.
An agency, a book, um, a product, something like that. You're really selling the energy and assets of yourself and connecting that emotionally with other people. And so like some of the best brands, you know, like big hotel brands or destinations and these types of things. Um, even tourism boards and things like that.
What they are building in is that emotional element of, of storytelling. Not even talking about really the product itself, but telling stories about what it feels like to be there. Um, picturing yourself in that space. Um, kind of diving in a little bit deeper of what the elements are behind the scenes. It could be something as small as, uh, you know.
Talking about amenities in their hotel room, but in a very different way. That's more storybook, romanticized, cinematic, those types of things. And they obviously have like bigger budgets where they're working with, you know, creating these really cool, um, editorials and videos and brands. But it does come back to that same emotional essence that you're selling of.
The why behind why someone would wanna be there. And so when someone has like, um, because I meet a lot of people who, again, are these emotionally multi-passionate people, like you're saying, have these different facets of yourself and what does that look like? So you don't even need to bring up those different facets.
You're really kind of bringing in like that main point of essence of you. Like, like if you could describe one word for yourself that pops into your head of who you are, what would it be right now?
Christine: Oh me? Uh uh. Well, the first word that came up was soulful, so I'll just say soulful.
Liz: there, which is exactly what we're kind of talking about on the podcast today, but So that's what you're selling. That's, that's the core essence that you're coming back to because then people can take that and then what does that mean for them? And then they will decide where they wanna dive into these different aspects of you and what that looks like.
So you don't have to tell each one individually necessarily. Um, I think there are places and facets where you can do that. Like if you are a person who is now working with a PR or something and then they've got you on a speaker circuit or you're on, um, all the travel panels and shows and conferences and those types of things.
You can tackle those elements, individual in those spaces, topic by topic and talk about them individually, but soulful would be your story, right? So you're building a brand around that, why people are gonna talk to you, why people wanna be with you, why they wanna buy from you, why they wanna travel with you, any of those different things.
So I think it really comes down to who you're working with, the brand that you're working with, and then the tools that you have. I mean, especially with AI these days, you've got all kinds of things that you can make, um, pr, super efficient, press trip, super efficient, outreach, really efficient. And then really creating some cool things just with either yourself, AI tools, other travel people creations, press trips, things like that.
I think there's a lot of ways to tackle it, but um, in the end, you, you kind of have to, um, yeah, come back to that emotional element, goes back to the good old days of things, right? Stop trying to sell people so strongly because. Um, I think it does repel people a little bit more because we're just, it's, everything's so constantly in our face, like just let's take a little bit of a softer element of how that's gonna look.
Christine: Yeah, and it's interesting 'cause that kind of comes back to that why, where we started with travel. It's kind of the, the same thing is just really deeply knowing. Why you're doing something and letting people know. And I love that idea of like, you don't have to tell each person why it's for them, because they're going to internalize it and make it their own anyway.
So if you let people know what's at your essence, they'll kind of see how that's gonna serve their essence. Right. We're, we're, we get caught up in trying to figure out how those two things connect when that's maybe. Really not our job like that is gonna happen organically.
Liz: Yeah, I'm seeing more and more brands just kind of not direct selling as much, and they're, they're talking about the feeling of the story or the concept. It could be something as easy as like sunglasses and like brands that are doing that are killing it. They're not even talking about the sunglasses.
They're just kind of showing a lifestyle, right? And then you're like, wow, that looks really cool. I wanna be part of that. It's similar with kind of tackling, you know, travel elements or your own soulful products or someone who's got something else that they're gonna look at. So I, I really see that being a trend and kind of going back to hospitality in itself can really be applied to a lot of things.
And in the end, when we are traveling, we, we are meeting other people in their hospitality driven environment. You're going into a hotel that's hospitality. You're going into someone, someone's home, that's hospitality. You're meeting some of the locals, hospitality, if we're talking about ourselves, the way we present ourselves.
Every element is kind of a, a hospitality driven element, right? So how we are presenting ourselves as well is gonna create either a lot of connections to, or repel a lot of connections depending on, uh, your hospitality element or whatever. So there, there is a lot to that with travel too, that, um. Um, it just brings it together in all marries.
Christine: Yeah, and it resonates or doesn't, which then I think is also helpful because you are, you're finding your ideal client that way because you're, you really, when you're telling. The story that way if they don't see themselves in it, like I think we're, we are initially thought that we need to attract everybody, which it just, it doesn't work out like everyone isn't your person.
And so that way repelling might seem bad, but it's actually not. If, if that person isn't inclined to participate in your retreat or take your trip or buy your sunglasses like. It's okay that they're not your person because over here someone else is telling the story that they're resonating with and then they're gonna go and have that experience.
And then kind of back to the beginning where we were talking about what travel can do for you. If that person takes my trip, they got the wrong travel prescription when they actually meant to take this trip. Like it's so great to have them. Go where they're meant to go. Instead of, if we're kind of trying to convince every person this is their trip, they're not gonna get what they needed in the end.
Liz: Yeah, exactly. And then they might not be satisfied. Right. And then that's not gonna work out for either of you. Um. So Exactly. That's, and you, you coming from the marketing background too, you've heard that 80 20 rule where it's like, you know, 20% of your people is where it's really gonna come from.
Sometimes 80% is the ones that you should really let go because they're kind of just like, they're the clients you don't really want anyway, but you're kind of holding onto them because you think that you're supposed to type of thing. It's like, so flip it and go with the clients or the people or the brands or the travel, whatever.
That is at smaller percent that works for you and leave the rest to, to somebody else because it's gonna work out better in the end anyway.
Christine: Yeah. Yeah. Thank you. Well, I, I didn't wanna, um, end our conversation without maybe talking a little bit more about your Kilimanjaro expedition, just because it sounded, um, like something that you were really excited for. So I wanted to learn more about, you know, why this is significant and maybe. Um, you know, what you're looking forward to and the outcome of that journey and, and what, why you're creating it.
Liz: Yeah, well one, um, I was doing some retreats, um, pretty regularly before COVID, and then when COVID hit, obviously lots of things changed and, um, flipped and so I stopped doing those retreats. Obviously, traveling itself pretty much around the world was kind of at a stop still anyway. But, um, I've been asked by people more and more like, Hey, are you gonna bring those back, type of thing, because I obviously, you know, still working in pr.
Broadcasting and publishing and that type of thing, it's still within these niches that it's travel and lifestyle and outdoors and all of that. And so, you know, when people keep saying, Hey, are you gonna bring those back? Yeah. You know what? Actually I think so. And Kilman Jar has been personally on my bucket list for a while, and so why not blend them together?
Um, met some women led, uh, retreat guides and things like that who are, uh, have companies in Tanzania. That are around luxury safaris and, and travel and all of that. Also, local experiences where you can visit and stay with, um, some of the local women's tribes and work with them on their crafts, um, meet their families, that type of thing, and support them as well.
So that's always really important. I think it's important to, to learn cross-culturally, something that you can take away. Again, going back to those basics that we've been talking about this whole time. But for me, one, it was kind of a bucket list and I said, why not? Go ahead and curate a, a small group that's very specific and curated.
Um, you know that it's going to work well together. That's gonna be a great fit because there's two parts to it. One, hiking Kilimanjaro, which may not be for everyone. So come do that. You know, push your boundaries, learn a lot, lot of things. We're gonna bring along a therapist who's gonna kind of do some of those sessions with you, pushing through those boundaries on the way.
And then the other part, once you're done with climbing that mountain, both ert and, and literally, uh, luxury retreat on the safari side and going and enjoying, um, the wildlife and the hospitality and the culture, and just really kind of coming back to yourself. And we'll have lots of elements of wellness in that as well.
Um, but yeah, it, it basically comes to that creating a small, curated group. Um, we are gonna do it in January of 2026, is what we're shooting for. I actually had to kind of slightly move it back 'cause I've got some conflicting events coming up. We were gonna do it later this year, but I think we're just gonna move it back and, um, you know, just make it really cool for people so people are interested.
They can just go to resilient living and, and find out more there. But, um, yeah, it's really just kind of, I'm gonna, it's, it's kind of gonna be my bucket list, solo trip. I'm gonna bring along a couple friends, so.
Christine: Yeah. Um, I mean, honestly, that's the, the one of the greatest things. About, um, our own businesses is being able to create things for ourselves and invite friends along, like, that's magic. So I'm like, who wouldn't wanna do that when they grow up? I, I, that's like, why women's travel for me is so special, is those are the things that nourish me the most.
And so. I can have that experience and share it with others, and then I think that's what's really powerful. So I love being able, being able to do that in my business. Um, well, uh, before we wrap up our conversation, I always have a series of rapid fire questions.
Liz: Oh, love these. Okay. I'm not prepared for these as well. Nobody, I, they should not tell me before.
Christine: Yeah. No, the good. They're supposed to be rapid fire ish, just off the top of your head. So, um, the first question is, what are you reading right now?
Liz: Oh no. Um, I forget the title, but it's about adventure. Um, oh my gosh, I forget the title, but it's all these crazy adventures that have propelled people into euphoric states of mind because they're so, like being stuck in an avalanche snowstorm for days at a time, things like that. And then they go into these euphoric states.
I'll have to look up the, um, title, but it's a, it's an older book. It's from many, many years ago, but it's
Christine: Okay. If you share it with me, I'll share it in the show notes.
Liz: Okay.
Christine: Um, what is always in your suitcase or backpack when you travel?
Liz: Um, facial toner, hydration in a little mini spritz bottle. I don't know. I just love having like a little refreshing hydration on my face.
Christine: Especially on the airplane. Uh, yes, that's a good thing. Um, to sojourn means to me to travel somewhere with the respect as if you live there. Uh, where is a place that you would love to sojourn?
Liz: Ooh. Um, I am fascinated by desert, so it's probably gonna be somewhere like Oman or, um, kind of remote places in Qatar or something like that. I, uh, maybe scot just random kind of desert places. I'm just fascinated by those.
Christine: Yeah. Oh, I love Oman. That that is always one of my, when people ask like, what place surprised you the most? That's.
Liz: Hmm, that's so cute.
Christine: say, um, what do you eat that immediately connects you to a place you've been?
Liz: Um, probably like curry, some type of curry, rice, something like that. Yeah. The flavors.
Christine: Who was a person that inspired or encouraged you to set out and travel the world? I.
Liz: I don't know if I have an answer to that. Um, as one individual. Um, I think it's more just like. Groups of women. I, I don't know if you've heard of like things like Rebel Rally and things like that, but it's these women's groups that go out and do like these desert rally races and things like that. Um, those are fascinating to me.
So I think it's more like groups rather than an individual. I don't have one that comes to mind.
Christine: Okay. Um, if you could share an adventure with one person, fictional or real, alive or past, who would it be?
Liz: No. Um, an adventure with someone real. I'm like past, um,
uh, oh my gosh. I don't know. I'm kind of leaning towards like. Uh, people like Eleanor Roosevelt or just like, I don't know, someone that's very, um, very mental mind oriented, but strong, you know?
Christine: Yeah. Um, and then the last question, soul of Travel is a space for celebrating women in the industry. Who is a woman you admire and would like to recognize in this space.
Liz: Oh gosh. Um. I would have to say it's, um, it's a woman called Emily Miller. She, um, is a, a award-winning rally racer, and I'm just fascinated by what she's done. All kinds of, um, rally races around the world and also does that as her own company now. So.
Christine: Yeah. Thank you. Well, and thank you so much for being here to talk a little bit about how adventure travel can really be used for healing and how we can be a little more mindful and intentional when we travel and when we create and design travel. I really appreciate it.
Liz: Thank you. I love amazing just open conversations like this. It's been a pleasure.
Christine: Thank you.
Liz: I.
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