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What sets this podcast apart? We believe in the power of meaningful marketing—a holistic approach that prioritises authenticity, connection, and purpose, whilst still turning a profit.
Chantal Gerardy is an International Award Winning Marketing Strategist who empowers purpose-led businesses to revolutionise their online marketing approach and create a brand that resonates deeply with their online audience. If you're tired of cookie-cutter marketing advice, and seek strategies that truly make a difference, this podcast is for you.
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Let's do this. Hello, and welcome to another episode of the Meaningful Marketing Podcast. I'm your host, Chantel Gerardy, and today I'm here with my own physiotherapist, Mana Shigematsu. Destroy that. Did I? No,
no, you got it. Yeah, yeah, yeah.
From Ika,
Ika.
Ika. Ah, I, I shot that one.
Ikaika Integrated Recovery and Performance.
Yeah. Awesome. So, um, mine's here on the Gold Coast. He's been my physio now For how long?
Two, three years.
Yeah. So you'll often see after I've visited him, um, pictures of me with my needles or getting massaged or doing my exercises 'cause I'm a good girl. But today we're here to talk about, uh, marketing and we talk about, um, you know, how marketing works inside your business.
Um, how you're able to differentiate yourself
mm-hmm.
In what it is that you do, because I'm sure there's 1,001 physiotherapists on the Gold Coast. So, uh, let's get into it. So. Firstly, how did you get into physiotherapy? Like everyone has a story and has a why. Yeah. So how did you get into that, into that journey?
Oh, it's a long, it's a long story, but I'll try to keep it short. Um, basically my own injuries. When I was 15, I had this knee injury where my kneecaps would sub blocks, which means they pop out, pop out, and pop back in. And it was because the grooves where my knee kneecaps track, they're too shallow. So they ruptured the ligaments on the inside and they're just.
Constantly popping in and out. And then I got misdiagnosed with just a bone bruise for five years and it kind of like derailed my athletic, um, you know, performance. At that time I felt like I was kind of peaking as a, as a teenager, like really, um, clicking with my soccer and my baseball. I was playing at the time.
And then the knee. Set me way back and I could never really like recover, I guess, back from sport until further down the line. So I remember going to physio, doing all these boring band exercises, like the real, you know, the ones that make everyone do very generic,
make me do, yep.
Yeah. But not tailored, you know?
And I just remember thinking. This isn't gonna help, but man, I could do that job. Like this would be cool job. You know? I didn't know, like I didn't know that physio was a thing until I went and I went through it, and then I went to, to uni for engineering. Because you know, as a, as a 18-year-old, you don't know what you're doing and oh
my gosh, you as engineering, I would never see you as that.
Yeah. And I hated
it. Well, because. Because all of my friends and family, they were like, you're good at math. You know, engineering's a really good job on the, on the island where I'm from. You should do that. And everyone was like, engineering engineer, I don't care. And I, yeah, I did it for two years, hated it.
I was falling behind my courses and then I was like, I need to change direction. And that, that's when physiotherapy came into my mind. So I got my Bachelor's of science, exercise science when I went to school in Colorado. And then I applied for physio school. In California in 2014 and I got denied, which was a blessing in disguise.
I think I had to grow up a little bit more, but I was bitter. So I just said, screw physio for like years and years and years and then revisited back in 20 17, 20 18. And I thought, I'll give it one more crack and like I'll go all in this time. And 2019 went to Bond University, got my doctor of physiotherapy degree and started my practice, uh, three years later.
Yeah. That's amazing. I love, I love hearing stories like that. I mean, that's how I got into personal training as well. Mm-hmm. Is I was overweight, I was unhealthy, um, back in South Africa and, and I just made this decision as well that I just wanted to have like. Power control over what it is that I was doing.
And the only way to do that is really through knowledge.
Yeah. So
I started to learn, so I had the knowledge for myself and then I was like, I wanna share this with everyone else, you know? Um, so yeah. I love that. Um, so I always talk about marketing not being the same as marketing is all about what you do that's different to everyone else.
It's not about what you do that's the same as everyone else. So. As, as a physiotherapist, what is it that you think differentiates yourself from everyone else? I mean, how do you position yourself in the marketplace and communicate that to let everyone know that, um, you know, you are the person for them.
And I get that you're not for everyone.
Yeah.
But yeah. How would the right person know that they write for you?
Yeah. And I think that's the thing, right? Understanding that you're not gonna be for everyone and stop trying to capture everyone. And so I remember when I was. Creating like the logo and the branding and all of that.
I, I knew what I didn't want and I told, um, Chris Tomlinson, I was like, I don't want any of this stick figure fluffy stuff. 'cause I felt like every physio's logo was like some stick figure, like prancing in the wind or something. And I was like, nah, I'm not, I'm not doing that. I'm not doing like these soft colors because I wanna make people feel strong, not weak.
You know, and I got, I definitely went against the grain with all of that, with the branding, the, the fonts, all of that. Because I was told, oh, you know, it's not inviting. People are gonna be intimidated, blah, blah, blah. And I was just like, well, that's okay because I want the people that actually want to get better, that actually want, you know, a permanent result, a permanent result, instead of just.
Hands-on fluffy stuff, like feel good for a little bit, but then two, three days later, they're back to square one with no definitive answer on how to actually resolve the issues. So that's what I was going for. So the branding is, as you can see, is black, you know, very strong font. Sharp edges, um, black, green, and then I added the blue as well, just for more of that, you know, warm feel.
I throw the blue in every now and then at, at first I did a lot of the blue, a lot of the blue when I was getting established, but I don't know, I kind of just trended more towards the black and the black and green. Just, I don't know. Slaps, like, yeah. Yeah.
It kind of goes with your whole island vibe as well.
Yeah. Tell everyone where you're from.
I'm from this tiny island called Kauai on the, uh, the state of Hawaii in the us Very tiny town, so small. We don't even have a petrol station, a stoplight in town, so, yeah. Yeah. Awesome. Yeah.
And so then tell us what the name actually means. So
iica means strong in Hawaiian, and when I work with people, I, I think.
Big picture, you know, the whole person. And I think in marketing in this health world, everyone's saying holistic, holistic, holistic. But sometimes I wonder like, are you actually being holistic or are you just using that shit as a buzzword?
Hmm.
There's a lot of buzzwords out there and I truly, there try to be as holistic as possible by not going outta my scope, right?
So it's not only about making people strong physically, but mentally as well, and showing them. If they can do a lot more than they think they can through physio and exercise and rebuilding their confidence as well as their strength. Especially when it comes to athletes, I think the, one of the biggest barriers is getting that doubt out of the back of their mind when returning to sport.
And then people with chronic disease or disabilities, you know, like keeping them their head in the game, I think is the biggest thing. Instead of letting them, um. Wallow in that victim mentality or just want to give up because it's such a long journey and such a long process. So, um, IICA, you'd also, they would also refer to the ancient Hawaiian warriors as Iica, and that's what the logo is.
So that's the helmet of the Hawaiian Warriors, and I see all my patients as that and or want them to become that or feel like that.
Yeah. Awesome. And
yeah, it's a symbol of protection. So
yeah, so to feel empowered, and I think a hundred percent, you know, once you've got like the right support and you've got accountability and you have a plan and you've got the right people in your corner, that does give you that empowerment, right?
To continue doing things. So, um, I think everybody needs somebody like that in the corner. And, um, you know, I'm an ex triathlete. I'm, I'm an ex. Everything, I always say,
yeah, you're doing a million things all the time.
Shh. Don't tell everyone. No, we will, we'll actually will tell everyone v we'll be vulnerable and we will share my story here too.
But, um, I think it's important, like for me now, like I still carry on, like I am an athlete. And I still train, you know, like I train, you are an
athlete,
I'm a train. You compete, I compete with myself every day. Um, but in order to be able to do everything that I wanna be able to do and to do charity walks and charity rides and be able to still, you know, function at this, at this age, um, I need good people in my corner.
Like I need good people in my corner being able to support me through that. Yeah. You know, and be able to help me with that. Um. So let's talk about me quickly because the audience Yeah, no no's. Cool. The audience, the audience will be wanting to know. So I'll, I'll be vulnerable. Let's talk about me. So tell everyone about my back.
Throw you under the bus.
Tell tell. I tell them about you. Yeah. Yeah. Talk about my back.
So, so, so
Chantel loves to do Jess, all this crazy shit all the time. Just high volume overtrained a lot. But you know, you love it. You love it. And so. Sometimes the back takes the brunt of things because we're not fully training, say the glutes and the structures around the back.
So it's always what's the weak link in the chain? Or like if it maybe the weak link in the chain gets the injury, or because that's the weak link, maybe the stress goes elsewhere because that other part is trying to compensate for the weak link. And I think that's what's my, that's my theory is what's going on with your back.
So every now and then. Comes in, we gotta do mobility work. We get the hands-on treatment to bring the nervous system down because as we talked about, the nervous system is quite overprotective of the low back. And, uh, reduce some muscle tension around the area. Get the needles in there as well for the same thing.
And then. Give you a program with videos, exercises. Hopefully she does it, but she says she's a good girl, so she does.
I'm a good girl. I do do my exercises. Yeah, yeah, yeah, yeah.
And then, you know, ultimately the goal is to build resilience and capacity in the back so that you can still do all of those things and not have to worry about being painful the next day.
Yeah, my, my glutes are very lazy. I've got very, like, I'm very quad dominant. Quad dominant, so
anterior routine. Dominant. Yeah.
So, and that obviously, you know, doesn't support the back. So I'm constantly having to work on activating my glutes and stuff. So, I mean, but again, you know, the fact is, is that if I didn't have a physio and I didn't have somebody giving me those exercises or, or taking care of me in that way.
Then I would be a lot worse off and I wouldn't be able to do all the stuff that I do right now. Yeah. So, um, yeah, obviously I absolutely love working with you. So, um, so let's talk about marketing. Let's talk about some of the things like in the early days with your marketing, what were some of the hard things?
What were some of the easy things? What were the things that works? What are the things that didn't work? You know, talk to everyone about sort of starting a business and, and the marketing part of getting clients.
Oh, you know, I'm look. I am definitely I'll, I'll be the first to say I'm no expert in marketing.
I'm still learning. I have a vision of what I would like my marketing to be, but it's just allocating the energy towards it. But anyway, in the, in the early days, I think it took me about over a year to really like, understand what I wanted it to be. Um, the first hurdle was just overcoming, talking in front of the camera and being really clear and concise.
And I think that's the biggest thing with marketing is having like clarity. And understanding what kind of content you wanna put out there, whether it's advertising or connecting on a personal level with your audience or giving value. And for me, I try to go more towards the value side of things for my industry, whereas other industries, your marketing will be more aesthetics and, and, and looks and feel.
But for me, I think where I need to go more. Like dive further into is value and knowledge and sharing that, and then as well bouncing between that and connection and being relatable with an audience. So those two things I think should be 80, 90% of marketing with an advertisement here and there.
Yeah, it's, it's so true because you do need to be able to connect with your audience.
Mm-hmm. Um, but you also need to be able to share your credibility with them, share your experience with them. I always say you need to be able to show your audience like how clever you actually are. So you have to share like your top tips. You gotta
buy the trust.
Yeah, a hundred percent. And not only that, it doesn't always have to be.
Like, um, I remember like, you know, fitness people will, will always talk about, oh, you need to drink like eight liters of water a day. But really there's actually a formula that you can actually apply and I think you might even know the formula. Mm-hmm. It's got to, to do with your weight and how much water you actually got.
So if you, if you've got two, for example, fitness trainers and the one's talking about everyone needs to have eight liters of order a day, but one comes and goes, hold on a sec. Actually that's all a myth. Rarely you can do the formula and you can. Actually, you know, work out according to your weight and, and how much water you've actually gotta have, who are you gonna trust more of?
So, so sometimes I like to like debunk myths or to share like fallacies. And I've, I've seen you do it. I've seen you in some of your videos go like, no, that's not it. Or No, that doesn't work like that. Or that's bullshit or whatever. Like, I've seen you do it, so
yeah, I gotta do more of it. I watch you. I gotta do, I gotta need to do more of it.
You, I watch you on a
stalker. So, um, so it's important. I think it's not about going with the grain all the time. I think it's about train, staying true to yourself. And, um, really showing the level of expertise that you have, um, debunking those myths and, you know, also sharing your credibility as well. I think it's so important.
Yeah. Uh, well, like, and going off of that too, you know, I'm, I'm definitely going against the grain because I kind, I, well not kind of, I want to change the game of physiotherapy. I wanna change how people see physiotherapy. I don't want them to think that they'll come in and just be fixed by some magic overnight type of thing.
Mm. Like, I want them to understand. It's an active approach. Like they have to meet me halfway. I don't do everything for them, you know, which goes back to empowering people and making them in control of their own health. And then as far as, you know, my uniform and my presence and stuff, I, I just try to be me through and through.
You know, I'm not gonna try and wear my button up collared shirt and slacks and pointy toed shoes because it's not practical for what I do. You know, I wanna be able to show the patients that these are the exercises to do. I want to show them that I can do it too. And I'm not just telling someone to do stuff that I can't even do myself.
And that was a rule I put down for my students and subcontractors, is I, I always said. If I don't want you ever giving someone an exercise, you can't even do yourself. I don't want to ever put someone through a program that you wouldn't do yourself, so that's. Again, like, I guess a little bit more of the subtle side of my marketing as well is Yeah,
no, but that's a standard that you've, that you have, like, those are your values and those are your standards that you have in your business, and it's, that's awesome.
Um, you know, you're empowering your clients and, and you, and part of that is also showing them that you do, you can do it too. That is empowering. You know, so I think that that's great, and that's something that I certainly live by in my marketing as well. I always say I teach the marketing strategies that I have used and had success with myself.
I'm not teaching you something that I don't use or haven't had success with. I'll be upfront and honest with you about it as well. And again, I get my clients to meet me halfway. It is not done for you, and there are no quick fixes. It is a, you know, proactive approach that takes time.
It's just a, it is just a rule of life, a principle of life, I think.
But we've just gone soray in society with all these, you know, quick fixes, instant gratification and stuff. So. I just trying to bring people back.
So getting back to you, um, let's talk about the personal brand of you as well, because you are also a model, a stunt man, and a, I wanna say a
stunt man. A stunt man,
okay. Not a stunt man model and a fitness, and also participate in fitness competitions.
Yep.
So talk to us a little bit about your personal brand. I mean, you yourself have been through, you know, injuries and I've heard you present recently at a conference, which we'll talk about later. About all the different injuries that you've had to overcome and deal with, and then still become, you know, a fitness, a fitness, you know, still participate in fitness competitions still actually model as well.
Mm-hmm. So talk to us a bit about your personal brand.
Yeah, so first of all, I, I come to the realization that saying, you know, practice what you preach is, is more than that. You gotta live what you preach, you gotta embody it. So that's what I try to do with my personal brand to, to show people, you know, it's not all fluff and stuff, like this is the stuff I do.
And even if I post something on, on social media usually, like, I make sure like the caption is of value as well. You know, it's either like my self talk, you know, something that I tell myself going through certain things or just a nugget of wisdom of learned along the journey. Um. And I think it all ties in.
Obviously the fitness stuff ties in with the physio stuff, especially, you know, showing people that, yeah, I've been through six surgeries now and, and still, you know, you can still achieve these things. It's not a reason to quit. It's a reason to keep going further and keep pushing those boundaries to see what you're truly capable of.
And the other side I do, yeah, modeling as a side gig and a little bit of extras work. So my. My social media has to also act as a portfolio for that. So again, you know, there's a, there's a reason behind everything I post, and sometimes people may not catch it. And that's okay because at the end of the day, I know, I know why, you know, like I know why I do what I do and I'm comfortable with who I am.
And if people want to take things a different way, that that's fine.
We don't have to be everybody's cup of tea. No. And you aren't. I certainly know that and you won't. There's a lot of people that don't wanna work with me, and that's okay. Yeah. But I know that the people who do work with me never wanna leave.
Mm-hmm. Um, I've got, I've just had another one, another person sign up this week and they've worked with me already twice. This is the third time they're gonna be working with me.
Yeah.
Um, and that, that's amazing. You know, that's the kind of, that's what you want's. What we want. That's the what we want.
Yeah.
Yeah. And, and with my personal brand too, I try to, like, I not try, but I enjoy. Giving a little bit of motivation and inspiration to people, and when I get messages here and there saying, you know, I, I love your content, or, you know, your post inspired me to do this, your post inspired me to do that, then I'm like, you know, I'm on the right track.
And I've had a few of those, like just random people I don't even know.
Mm-hmm.
You know, saying thank you and that, that means a lot. So keep going.
Yeah. A hundred percent. So it is, it's always about the impact that you make with other people. Yeah. Um, and you know, a lot of the stuff you talk about is motivational, it is around mindset as well.
Mm-hmm.
Um, I know that with all the injuries and stuff that you've had, you know, like you said, you haven't let any of it hold you back. You've still gone. Participated and and done stuff. And that is, that is motivation to everyone else out there who possibly wants to give up, you know? Yeah. Which is great.
So, um, alright, so let's talk a little bit about one of your other, um, you know, recently we, uh, you were involved in the well. Put on for the second year now. Just the second year. Yeah, second year. Yeah. The Empowered Conference, uh, empowered Experience, sorry, you don't wanna put Conference is a bit fancy. Um, but the empowered, um, experience on the Gold Coast, which, um, I've gone and supported over the last two years
and I appreciate it.
Yeah. Greatly. Yeah. Yeah. Appreciate it. Thank you.
Uh, thank you so much. Um, and I love the health, wellness, and fitness space, so it's one of my passions to still be actively involved in it. Um, so tell us a little bit about. The empowered experience, um, and you're thinking behind that from a business or marketing perspective?
It's funny. There are things I've wanted to do in life, and they always come way sooner than I expect. And this was one of them, um, last year I got approached by the girls from Gold Coast Swim Week saying, Hey, we want to do a health and wellness day for swim week, but we, our plates are too full. We want you to do it.
Can you do it? I just said, yep, I'll do it. Because that's something I always wanted to do. Yeah. And I know at this point in life when the opportunity comes, just take it
and figure it out along the way. Yeah. And
that's what I did. I'm like, I said yes, and then I, I walk away and I'm like, how the fuck am I gonna do this?
And
so I spent like a week or two just thinking and thinking, trying to like form a vision of like how I wanted to run what I wanted in there. And so. I didn't want to spend a whole lot of money 'cause we didn't have the capital to do it. Mm-hmm. So swim week, they have collaborative elements in what they do and I just kind of, you know, being around jazz for so many years, like I, I noticed the things she does really well and so I took those elements of what she does really well and applied it as much as I could or as best as I could to empower fit experience.
So we got. I figured out what topics I wanted on the day, and then I found speakers that matched those topics and I was very transparent with them. I said, Hey, like this is a collaborative event. I wanna bring communities together. We're tying it in with Gold Coast Swim Week to add value to their platform.
Um, this is an opportunity for you guys, you know, to share your knowledge and wisdom. With the community in exchange, I'll give you, I'll have media coverage there, and I'll give you guys all the raw content from your segments so you can use that to continue to market yourself and your business leading up to the event.
We'll shout you out on social media. Everyone will tag everyone involved with the event, so everyone gets credit and we just share, share, share, share, share, share, so the word gets out. But we're also giving everyone involved exposure.
Yeah, look, I think, um, it's such a great concept and I always talk about partnership marketing as being such an important, um, way of doing things.
Um, and those collaborations are so important because. Everyone has a database. Everybody has fans and followers. So being able to tap into everyone's fans and followers and be able to share each other, which is with, with each other's audiences, is such a great way to be able to grow, um, your visibility, um, as well.
So as long as everybody plays the game, and, um, this is what I'm always talk about is that's having a, having a contract in place in the beginning Yeah. To say that. You know that this is a, you're speaking for free. That's all fine and well, but you're also getting exposure to my network and my people and everyone else's people over here.
So, um, in, in exchange for that, then it's important that, and there really should be guidelines. You need to be posting this many times a week on social media. You need to send it out to your database this many times a week. Um. It's all fun and games when people play the game, but it's not fair when they don't.
Yeah. And that,
and that's, you know, that's one of the things I've learned that I need to improve with this because like I said, I've never, I've never put on an event in my life, you know, and I just went off of my experience going to personal development events as well as, you know, being around jazz for so long and her marketing strategies and collaboration.
She's very good with collaboration. Um, and the other thing too, like yeah, you're right. It, it's. It'll be completely successful. And that's the optimum level to get right if everyone does their part. And the other thing I added for the speakers and people involved as well is to get both parties revenue. I said, Hey, here's our sponsorship packages.
If you guys get someone on board, you get 20%.
Yeah.
If, if you guys sell tickets, you guys will all get a code. It'll, I'll give you a code so your audience and your followers get a discount. It's a winful audience, but also however many tickets you sell, I'll give you 20% cut as well. So it's like a win-win win.
Like my, a mentor of mine always talks about how can you make it a win-win for everyone? So every time I do collaborative things and events and stuff, I always think, okay, how can I make it a win-win? How can I make it a win?
Yeah, look, uh, it's, it's such a great an event. I mean, for the fact that like even last year when I was there and this year when I was there, um, the fact that you've never run events before, you've done a fantastic job at doing it.
I think there's so much potential for growth. Um, he's looking for sponsors. So, so anyone on Gold Coast Brisbane interested in sponsoring, just reach out his, um, details will be in the comments below. I think it's about getting the right people on board now. A hundred percent. Um, getting the right people on board who prepared to grow and evolve and, and develop because, um, I think, yeah, getting the right people, the right people, I always say the right people in the right seats is, is such an important part of this.
Yeah. And it goes back to what this is all about, right? The marketing. So this year I doubled down on the marketing and the just getting really good content. I think that's the thing too, people need to understand like the content matters, like the quality, professional content, crisp, clean. All of that matters.
It builds trust, right? Yeah. Hundred percent. You'd rather go to someone who has quality content, professional grade content than someone just taking an iPhone photo.
Well, at the end of the day, like this particular, um, experience was on a Saturday, right? Yeah. So if anyone is gonna give up their Saturday for, say, a health, wellness and fitness event.
They have to know what's in it for them. So they've gotta get snippets of it. They've gotta get a feel for it. They've gotta feel that it's going to be vibe something better than staying at home and listening to a podcast on the topic. Yeah, because they've gotta get in their cars, go farm parking, go there and be part of this collective.
So, you know, social media's such a great way to be able to do that, right?
Mm-hmm. Yeah. A hundred percent. A hundred percent, yeah. Okay,
awesome. So thank you so much. So for our audience out there that are on the Gold Coast, um, and would like to, um, connect with you, how can they connect with you?
I think the quickest and easiest way is social media.
So Instagram is the one I'm most active on. Um, the Eico method is my physio business and power fit experience is the event business. And then. Man, Matsu is my personal one. So we can, anyone can reach out on either of those platforms. Um, I guess we can stick my email in the comments as well.
Yeah, we'll stick it all in the comments.
Yeah. And if you are wanting a stunt man,
oh, I have a story about that, but maybe that's for another time.
Are you sure you don't wanna share it?
Okay. You can share it. We've
got it. We've got it. We'll end with the story. So,
so I do extras work on the side as well. Right. And um, we're on the set of the new Godzilla King Kong movie.
And I had to run, there's a scene where I had to run between the main actor and one of the cameras. So do it the first time. Then they're like, okay, get a little bit tighter on this. Do it the second time. They're like, okay. The cameraman kind of got swooped 'cause you're real close to this like $500,000 camera.
Crazy. The amount of of money they spend on equipment. Yeah. So third time's a charm, right? I'm ready. I'm getting set and action. And I'm waiting. And I'm waiting and we're on a loose gravel, mind you and I got these bulky boots and I'm like, man, surely I need to go now. So I'm like leaning forward and I'm waiting for the guy to tap me to go, and he taps me to go.
But I had leaned way too far forward and I lost my foot. And I was just superman across the gravel. And then that was the last take. So I'm probably not in that scene now. I, I stood, my hands were wrecked. I stood up and everyone was just holding in. They were just dying on the side. And me too, like, what do you do?
You just gotta laugh.
Yeah. See, he would've been so competitive. That's why he was like, he was so ready for that start. Oh,
I got into my head. I got into my head way too much on that third one, but.
Breath work. Breath work. Breathwork. Look at this. Look at
this. I got scars from it. It's hilarious. Hilarious story.
Alright, so if you're needing,
I've got a stuntman training, I think.
Yeah, no worries. So thanks everyone for listening to another episode of the Meaningful Marketing Podcast. I'm your host. If you haven't already, please make sure that you subscribe or like, or rate us or review us or put a comment down below.
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