How a Entrepreneur/Marketer, a Business Executive, and a Morning Ritual Turned into bluSONIL
“You already run a marketing agency. Why would you launch a wellness brand too?”
That’s the question I’ve been getting a lot lately.
It’s fair. On the surface, it sounds like I woke up one morning, got an IV drip, and said, “Let’s open a medspa.” But the truth? bluSONIL wasn’t a random idea. It was years in the making. And launching it wasn’t about doing more, it was about doing the right thing, at the right time, with the right person.
Here’s the real story behind the launch. And how I’m building a national wellness brand while still running our digital agency, Navara.
From Exit to Inception
Let’s rewind.
A few years ago, my wife Colleen wrapped up a major chapter of her career. She was the President and COO of an aesthetics company that had a very successful exit transaction to VMG. She was a key member of the executive team during the deal process, and when the dust settled, we found ourselves with time, flexibility, and a big question:
“What’s next?”
We started talking about launching a medspa. Mostly hypothetical at first, just kicking around ideas over dinner or in the car. Colleen always had a deep interest in aesthetics, and she was starting to dive into wellness too. Biohacking, peptides, skin health, performance. All of it. And our vision got bigger!
Her idea? Combine regenerative aesthetics with science-backed wellness treatments, all under one roof and make it easy for the client.
My idea? Do it like a 5-star hotel, build a unique and explosive brand, and go big.
I had just finished reading Unreasonable Hospitality and couldn’t stop thinking about it. What if we took that same level of care, presence, and intentionality, and brought it into a wellness space? What if walking into a studio felt more like walking into a luxury experience than a strip mall medspa?
That’s how bluSONIL was born.
It Started with a Morning Routine
I’ve always been into performance. But since we began dreaming up bluSONIL, my daily routine turned into full-on field testing.
Here’s what my mornings look like now:
- Red light bed
- Salt therapy
- Infrared sauna
- Cold plunge
- Swim
And that’s just the warm-up.
I’m also doing bio-identical hormone therapy, monthly BBL laser treatments, Thermage once a year, and regular facials. IV therapy and NAD+ is up next.
I’m not experimenting with this stuff, I’m living it. We’re building bluSONIL around the treatments that have actually improved my energy, clarity, skin, and recovery. I wouldn’t put anything on our menu that I haven’t personally vetted.
Colleen brings the passion, clinical experience, culture and team focus. I bring the systems, the marketing, and the operational strategy.
Together, we’re implementing the hospitality mindset and are creating something that feels fresh.
Elevated.
And purposeful.
The Story Behind the Name bluSONIL
bluSONIL wasn’t just a name we stumbled upon. It came out of a challenge and a spark of creativity. We originally started with a more generic name, but after speaking with a trademark attorney, we quickly realized it wouldn’t stand a chance. She told us flat out: if we wanted a strong, protectable brand, we’d need to invent a word. Something unique. Something like Google or Uber.
That kind of creative thinking came naturally to me, but it stressed Colleen out a bit. She’s a strategic operator, not a name-generator. But I saw it as a puzzle worth solving.
The next morning, after my usual wellness routine, I sat down and started exploring. I kept thinking about the five Blue Zones, those rare pockets of the world where people live the longest, healthiest lives. We had both been inspired by Dan Buettner’s work and the National Geographic documentary that introduced the concept to a wider audience.
So I got to work playing with the names of those regions: Sardinia, Okinawa, Nicoya, Ikaria, and Loma Linda. I ended up forming an acronym from those locations: SONIL. It had a nice ring to it, but it needed more.
I added “blu” in front as a nod to the Blue Zones and dropped the “e” to give it a modern, clean look. And just like that, bluSONIL was born, a name that reflects our roots in longevity, wellness, and global inspiration, while being unique enough to stand on its own.
Timing: Risky or Perfect?
Could we have waited? Sure.
Should we have waited? Not a chance.
The post-COVID shift toward health ownership is real. People are more proactive, more informed, and more willing to invest in feeling better, looking younger, and living longer. And, the science is moving fast!
Scottsdale, where we’re launching, is a hotspot for health-conscious, high-performance lifestyles. The timing felt aligned and the data validates it. And we saw a gap in the market for a wellness brand that was medically guided, evidenced based and outcome driven while also deeply hospitality-focused.
We structured the business to start lean, validate quickly, and scale intentionally. No bloated overhead, just a team of high performing subject matter experts that we trust implicitly. And,with a clear vision and a 5-year plan to open 15 studios nationwide.
Why I Trust My Co-Founder (and Wife)
Let me just say, building a business with your spouse isn’t for everyone. But for us, it works.
We’ve got clear lanes. Colleen leads everything that touches the client experience, operations, and treatments. She’s a master at creating that “you feel seen” environment that keeps people coming back.
I handle the systems, brand strategy, tech, finance and marketing. And when we don’t see eye to eye? We hit pause, give it space, and revisit it later. The “cooling off” period is real and surprisingly effective.
We’re aligned on the mission, but we come at it from different angles. That’s what makes the partnership strong.
But What About Navara?
Great question.
Navara isn’t going anywhere. In fact, it’s sharper than ever.
Launching bluSONIL forced me to streamline the agency. I’ve leaned hard into AI augmentation, built tighter systems, and focused on getting the right people into the right seats. I’m still optimizing (always will be), but I’ve designed things to run with or without me in every detail.
Truth is, building bluSONIL has made me a better marketer. When you’re actually launching your own brand in a competitive, high-stakes category, you learn fast what works and what doesn’t. That clarity gets poured right back into Navara’s client work.
What This Means for Our Clients
If you’re a client of Navara, here’s what you should know:
- I’m still here. Very much in the game.
- Our team is stronger, not stretched.
- You’re working with an agency that doesn’t just talk brand strategy, we live it.
We’re not just launching landing pages. We’re launching companies. And every lesson from bluSONIL makes us better at helping you grow yours.
For Founders Thinking About Their “Next Thing”
A few quick takeaways if you’re considering launching a second venture:
- Test before you leap. Start with research and low-stakes validation.
- Don’t assume your first business can carry both. Build systems and delegate like your time depends on it, because it does.
- Pick the right co-founder. Whether it’s your spouse or someone else, trust and clarity are non-negotiable.
- Know your real WHY. If it’s just for money or ego, it’ll drain you. If it’s aligned with your values, it’ll energize you.
The Big Picture
bluSONIL isn’t a side hustle. It’s the next chapter in how I think about entrepreneurship, health, and building something meaningful with Colleen.
Navara is running stronger than ever, and we’re just getting started with bluSONIL. Over the next five years, we’ll expand into 15 – 20 locations across the country, each one rooted in the same hospitality, integrity, and outcome driven philosophy we started with.
No shortcuts. No gimmicks. Just the long game, played well.
Thanks for reading.
If you’re a fellow founder, an agency client, or someone just curious about building brands, drop me a note. Always happy to share more behind the scenes.