Life-Changing Challengers
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Life-Changing Challengers
Discover the Power of Magnesium with Natalie
Unlock the secrets to achieving holistic well-being with our guest Natalie Jurado, a leading expert in magnesium and a successful entrepreneur. Natalie takes us through her inspiring journey, from her roots in a traditional Latino household in Long Island, New York, to the cultural and economic shifts her family faced upon moving to Florida. These experiences shaped her views on money and success, driving her to a path of relentless self-discovery and advocacy for health.
Natalie opens up about her family's personal health transformation, sparked by her own struggles with declining health. Discover how pursuing education in EMT and clinical aromatherapy led her to profound insights on the impact of nutrition. Through dietary changes and relentless research, she identified a critical magnesium deficiency that played a pivotal role in common health issues. This chapter highlights the importance of self-advocacy in health and the powerful role of minerals in overall well-being.
Dive into the entrepreneurial side of Natalie's story as she shares her journey of developing magnesium creams to address stress, sleep, and pain. From a serendipitous encounter at a farmer's market to creating the "Rooted In" product line, Natalie’s tale is one of experimentation, perseverance, and success. Learn about the varieties of magnesium supplements, the pitfalls of poor absorption rates, and the unique marketing strategies that helped her business thrive. This episode is a must-listen for anyone interested in the intersection of health, nutrition, and entrepreneurship.
Contact Natalie @BeRootedIn
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And welcome back to another episode of Life-Changing Challengers. I am extremely honored to have Natalie Jurado. Hold on one second. We're going to stop and we're going to edit that part out and welcome back to another episode of Life-Changing Challengers. I am extremely excited to have Natalie Jurado with us today. She is a magnesium expert and it's probably not something that we ever heard before, and as she became a magnesium expert, she turned that into her own business, so she is an entrepreneur as well. We've had a lot of those on the show. So, natalie, how are you today?
Natalie Jurado:I am doing fantastic today, thank you.
Brad Minus:I love it. I love it. So I start off the same question with everybody. Natalie, Can you tell us a little bit about your childhood, where you grew up, what was the complement of your family and what it was like to be Natalie as a kid?
Natalie Jurado:Yeah, absolutely. So. I grew up in New York and Long Island right and I came from a middle class America household. It was me, my brother, my two parents, your traditional household. My parents worked way out in the city and so I really only got to see them on weekends. They leave at five in the morning and come home around eight, nine o'clock at night, so weekends were a time that I could actually spend with my parents, and for the most part I was raised by my grandmother. So I am a first generation American. My parents are Latino and so my grandmother didn't speak a lick of English, so actually Spanish was my first language, learning it before I learned English at all. So we had a very interesting childhood in terms of lots of family influence.
Natalie Jurado:Several families of us all live together in the same house. We lived in a three-family household, so I had my aunt, my cousins, I had my brother, I had my grandmother. All of us grew up together in the same house and I was the youngest and the only girl, so lots of I grew up to be a bit of a tomboy growing up because I had to keep up with everybody else. So all in all, I had a wonderful childhood. It was definitely no complaints there, other than not being able to see my parents very much. So one day my parents up and realized that they weren't spending much time with us and they took, opened up a map and said Florida looks good. And we wound up moving down to Florida after that, where we were able to spend a lot more time with our smaller family unit and didn't have so many people in the house with us. So I got to see both sides of what that was like.
Brad Minus:Did you take Abuela with you?
Natalie Jurado:Of course, she's always been a huge part of my life. She's, I think, or she was, an incredible and amazing strong woman.
Brad Minus:Nice, did she do most of the cooking?
Natalie Jurado:Oh my goodness, the best cooking ever.
Brad Minus:That's what I was about to say. I don't know anybody from a Latina family that the abuela doesn't have the best cook in the house.
Natalie Jurado:Oh, 100%. Unfortunately, it's not genetic. So, while I can cook, there's no way I can cook as well as my mother or my grandmother. So I'm still working on that skill, though Hopefully one day I'll be able to live up, live in their shoes and live up to the amazing roadmap that they left me.
Brad Minus:I have my, my, my ancestry is a word. We're all grew up in Judaism and it's the same thing. It's like you got to come and eat. You want some hungry, you're hungry, come on, you got to eat, you got to eat so, and I know it's in that same realm because there's some parallels to it.
Natalie Jurado:A hundred percent, and then they try and put more food on your plate and if you eat too little it's offensive.
Brad Minus:You got to eat a lot. They're like, oh, you should have a snack, you gotta have a snack. Come on, give me a snack 89 minutes before dinner. Don't you eat that, you're gonna spoil your dinner.
Natalie Jurado:I completely agree.
Brad Minus:So you moved to Florida? I'm assuming where you are right now, or was it somewhere else?
Natalie Jurado:Nope, we moved similar to the area. I've stayed in central Florida since then. So we moved to Florida.
Natalie Jurado:When my parents lived in New York they were big time execs, so management, making hundreds of thousands of dollars a year back in the 80s so I'm aging myself by saying it's the 80s, back in the 80s. So they're making all this money and they just moved down here on a whim, without a job or a plan, and it was a big socioeconomic shift, moving from having everything to coming down here and my parents couldn't find a job for years. I mean, they did find a job, but not in their field. For a few years Our area was really up and coming. There wasn't a lot of development in our area and so they went from working these executive positions to. My mom took a job as a secretary, my dad was working at the movie theater and there was a lot of cultural issues that we faced when we moved down here as well that we did not face in New York. So we really had a huge economic shift. But I learned so much from that has really shaped my thoughts about money and wealth and success, even as an adult.
Brad Minus:I can imagine, and all of a sudden, money is doesn't be seem to be as important, especially since you said there were these high power execs and they literally moved you so they could spend more time with you, which I say thumbs up. Those are the parents we need nowadays. So did you? Is that where you went to high school?
Natalie Jurado:Yep, I went to high school right here in Central Florida.
Brad Minus:Nice Were you in extracurriculars, were you a good student. Were you prom queen.
Natalie Jurado:Yeah. So I am not prom queen. You were prom queen. No, no, no, not even close.
Natalie Jurado:I was always academic. I was very, very driven academically, especially through high school, graduated top of my class, getting a scholarship to college and becoming the first in my family to ever go to college. And when I say first in my family, I don't mean just with my parents and my brother, I mean out of the 35 cousins that I have, I am the first to go to college and then the first to go on and get advanced degrees. So it was really a big deal that I was able to go to college and I had to learn what you needed to do how to get there, how to fill out a college application, how to apply for scholarships. I was winging it the whole time.
Natalie Jurado:It all worked out pretty well. But in terms of high school, I was involved in lots of clubs and organizations and that kind of stuff, but I never really felt like I fit in. I went to a high school that was in a wealthier part of town and was very, not very, diverse at all, and so I stuck out like a sore thumb. So when I left high school, went to college, I was able to find more people like me and really make a place for myself in this world, but I it really helped me become very resilient and to be very patient with people and understanding with people anytime I can.
Brad Minus:You didn't end up going to UCF.
Natalie Jurado:I wound up going to Rollins.
Brad Minus:Rollins, where's that?
Natalie Jurado:It's in Winter Park. It's a private liberal arts school.
Brad Minus:All right. No, that's wrong with that. Those are harder Because you have smaller classes and so you get more focus on you. So you do something wrong or sometimes you make a mistake and you're getting called out for it 100%. Not like me, where I was in a crowd of 300 people in a lecture hall.
Natalie Jurado:Did you wind up going to USF?
Brad Minus:No, oh, I went to ISU, illinois State University. I grew up in Chicago, so that was a normal thing, and then spent some time at the University of Illinois. So what did you study in school at Rollins?
Natalie Jurado:I switched my major six different times, so I just couldn't figure out what I wanted to do.
Brad Minus:The average freshman changes their major seven times, so you're still above the average.
Natalie Jurado:Winning. That's awesome. So, yeah, I switched six different times and I finally landed on psychology, because that's where I wound up and I wound up working in nonprofits when I got out. So my passion has always been for working with teenagers and that's where I was. That was when I did my internships all throughout college and when I worked when I first got out, I was just gravitated towards teenagers and that's where I was. That was when I did my internships all throughout college and when I worked when I first got out, I was just gravitated towards teenagers. I'm like I feel like I can make a difference with this population. Didn't like.
Natalie Jurado:Working with little kids was not working with adults, but teenagers is where I felt comfortable and I was able to take that career and work in nonprofits. I worked in the juvenile justice system. I worked in social work. I worked with low-income first-generation teenagers to help them get into college through some grant-funded programs. So that was my background. That was my passion for many years until I had children. And then, yeah, working those 365, 24-7 social work positions are not very effective when you have children to also take care of, so I had to switch it up after that you got a taste of what it was like to be your parents.
Brad Minus:Exactly, exactly. You can be around your kids. Yeah, that makes sense. See, everything comes around. It's all cyclical. But you said you had got some advanced degrees. Did you get your advanced degrees after having kids or did you do right away?
Natalie Jurado:I actually got my. I got my master's degree while I was pregnant with my second son, so I actually would. I work all day, I go to school all night, and then I was pregnant and I actually delivered over Christmas break and then went right back to school afterwards. So I wouldn't miss a beat because I wanted to get through it.
Brad Minus:Nice, that's awesome. And what was your advanced degree in?
Natalie Jurado:I have a master's in human resources.
Brad Minus:All right In human resources, okay, great, and so you had your kids. Well, wait a second. We missed the most important part. Where's Mr Gerardo in all this?
Natalie Jurado:My husband. We've been married 17 years, been together 30. So he was actually my middle school sweetheart. We started dating when I was in middle school and we've been together for a really long time. So we actually interesting story. He grew up in New York, in Long Island, and I grew up in the same town, the right next town over, but we never met until we moved down to Florida. Wow.
Brad Minus:Okay, that is like the epitome of divine intervention right, a hundred percent.
Natalie Jurado:Yeah, absolutely. We were talking one day, and we just made that connection, that we used to shop in the same grocery stores, we used to go to the same mall, we used to go to the same diner and we had no idea that we lived right down the block from each other our whole childhood and never met.
Brad Minus:Oh my God, that's crazy. Well, it was Long Island, so I don't think it was. Did you guys have dags out there?
Natalie Jurado:The Augustinos. Maybe it's possible.
Brad Minus:Okay, yeah, yeah, that was back in the 80s. That was popular out there, and I only knew that because I spent some time in New York for a little while and I lived across the street from one and they always used to fresh everything. But they used to have 20 packages of ramen for 99 cents where I lived on it. So, anyway, all right. So you've gotten, you've had. Now you've got, I've got kids. Did you? Did you maintain your position at the nonprofits?
Natalie Jurado:I did.
Natalie Jurado:I worked through other nonprofits trying to find one that would give me better work life balance other nonprofits trying to find one that would give me better work-life balance and while I was raising these kids and trying to do everything, my own health kind of started to suffer, and that's what really made me try and find other ways to support my family that didn't depend so much on traditional medicine.
Natalie Jurado:Through this path, I also had gone to school to become an EMT, so I knew a lot about the human body, and then I wound up going to school for clinical aromatherapy, so I got certifications in that, and so I learned so much more and more about nutrition and how it impacts our health and I thought we need more of this. I've got to learn more, I've got to jump into this deeper and find out more, and I started really using food as medicine in our household, and so as I started going through that, I thought I need to devote more time to this and I wound up leaving nonprofit and actually opening up a retail store right in my own neighborhood. I thought our area had very little access to healthy options and I thought people can only go to the farmer's market on Saturday to get more healthier options. What happens Monday through Friday when they run out of something or they need something? So I just saw a problem and I solved it and I wound up opening a retail store right in our neighborhood to support our community.
Brad Minus:Oh, that's amazing, but I want to step back, because you mentioned that your health was starting to deteriorate. So let's talk about symptoms and things that you did in order to see what you could do to solve it, but find the diagnosis and then the prognosis.
Natalie Jurado:Yeah, so I found in our household in general we were all dealing with different issues. My youngest son I'm sorry, my oldest son had terrible asthma. My husband would get sick like every two months he would have to take time off. My husband would get sick Every two months, he would have to take time off work because he would get sick and I myself was feeling just overly anxious, overwhelmed all the time, irritable, moody, that kind of thing, and it was really impacting how I parented my children. So I started looking into how our diet impacts that and I noticed that when we ate healthier, we all felt better.
Natalie Jurado:I always like to use the analogy of when you drive a car, when you're using gas and the car runs, but when you fill it with anything that's not gas, it's not going to run properly, and our bodies are so similar.
Natalie Jurado:When we fuel it properly, it runs a lot better.
Natalie Jurado:So my husband and I decided to do an experiment where, instead of spending very little on groceries and shopping the sales and getting all the sugary cereals and stuff that didn't cost a lot of money and spending a lot of money on medical care, we decided to spend as much money as possible on our diet and we found that entire year we did a year-long experiment we found that year we spent next to nothing in medical costs.
Natalie Jurado:My kids weren't having asthma attacks like they used to, my husband wasn't sick all the time. We literally just shifted our budget to food, and that made such a huge impact in our general health. And so that's what kind of spurred the opening of the store. But what I didn't realize is that I had some other nutritional deficiencies going on, and when those deficiencies are paired with stress, it's just kaboom, a huge issue. And so as I opened the store, I started getting more and more stressed, I felt more and more anxious, I was having panic attacks regularly, I couldn't sleep, I was having severe insomnia, and that's where kind of the big light bulb went off for me.
Brad Minus:And that light bulb was magnesium.
Natalie Jurado:It sure was, because I was doing everything you're supposed to do. I was living a good, healthy life. I was eating all the right foods and organic, plant-based diet. I was exercising regularly. I was managing my lifestyle as best as I could. Being an entrepreneur, as you probably know, can be a little stressful and overwhelming, but I was managing as best as I I so I was checking all the boxes, but I was still having panic attacks. I was still having severe anxiety. I still was sleeping maybe two hours a night, and so I. That's when I started to think I need help. I can't do this on my own. I need to figure out what's going on.
Brad Minus:So where did you get the help?
Natalie Jurado:So I wound up going to my, my practitioner, and she was gracious enough to offer me every test under the sun, you name it. Blood was drawn and she sent me to a bunch of different specialists. I went from doctor to doctor and then at the end of the day she sat down, she looked me straight in the face and she said, natalie, there is nothing wrong with you. Your blood work is perfect. And then she went on to tell me that as a woman becomes a certain age, these things happen. Yada, yada, yada. It's all in your head.
Natalie Jurado:And then wrote me a bunch of prescriptions and so I didn't want to take the prescriptions. They made me foggy. I felt like somebody had painted my entire world gray and I didn't like that feeling. I didn't like that sensation. So that's when I really dove in deep and I made that decision right then and there, that nobody else is going to be allowed to define what is normal for me. So normal for me was feeling calm, cool and collected. I've always been like a laid back kind of person. And to feel this anxious and for my doctor to say that was normal, it just, it wasn't okay with me. And for my doctor to say that was normal. It just it wasn't OK with me. And that's when I decided I've got to find a way to fix this. I've got to figure out what the root cause is. I've got to figure out what's going on underneath the surface.
Brad Minus:And I really dove in deep into the research. So in your research did you find is there a indicator, whether it be in a blood test or in some sort of enzyme level or something like that, where you found that you could actually see that you are deficient in magnesium?
Natalie Jurado:That's a wonderful question and that's a question I get all the time. How do I know? How do I even know that I'm low in magnesium? So the National Institute of Health has come out to say that there is no valid test for magnesium deficiency that is available to the public today. You see, about 60% of magnesium is stored in your bones. About 40% is in your muscles, organs and soft tissues, leaving less than 1% in your blood.
Natalie Jurado:Now, when we go to our healthcare practitioners and they offer us a test, they're giving us what's called a magnesium serum test, which is looking at our blood. So what happens in our body is, if that blood work is low, that means that you have quite possibly been deficient in your bones, organs and tissues for years before it ever shows up in your blood. So the National Institute of Health has said that the best way to determine magnesium deficiency is to simply look at your symptoms. If you have the insomnia, the racing mind, the overthinking, the muscle cramps, the restless legs, the chronic headaches, the muscle twitching, if you're dealing with those symptoms, then it's very likely that you're magnesium deficient and you simply have to try it. And if those symptoms go away, then you just solve the problem.
Brad Minus:Interesting. So how did you get introduced to magnesium?
Natalie Jurado:So I actually, funny enough, I was at a farmer's market and bumped into a lady. I make friends with everybody around me, right. So I started talking to this much older lady and somehow it gets around to all the issues that I've been dealing with, and she's like have you tried magnesium? I'm like, yeah, I've tried every supplement under the sun. Nothing works. She's like well, have you tried it on your skin? Have you tried spraying your skin or soaking in magnesium? I'm like, no, but I'll try it.
Natalie Jurado:Like at this point I would stand upside down on my head and say the alphabet backwards if you told me I would actually sleep that night. So I went to a local health food store, bought some magnesium spray, sprayed it all over my skin and it itched, it irritated, it burned, but, oh my goodness, did I sleep? I went from sleeping two hours a night to sleeping six hours a night in just a week and for me that was a huge accomplishment. My anxiety started going away. I noticed I didn't have a panic attack that week and I thought what is this Like? What kind of magic is this? I need to figure out everything there is about this, and the rest is history.
Brad Minus:Nice, so you figured it out.
Natalie Jurado:Now, do you still have the store? No, I wound up selling the store. I had similar to what my parents did. I had three employees that were working for me and I was still stuck to the store all the time I had to be there, all the time I was missing out on my kids games, I was missing out on field trips, school activities, and I thought, no, I'm not going to repeat this pattern, I am breaking this cycle and I wound up selling the store.
Brad Minus:Lick lick ho. Yeah, and so well you know what it did is. It must have shown your parents you went. I see what I learned. I learned I had to go through it myself, but I learned it from you. So but that's amazing.
Natalie Jurado:Now you had mentioned and I've been through it myself but you had mentioned that when you sprayed it on that it burns and it gets itchy and everything else in that of our skin without it bothering so much. So I because at one time I had sprayed my kids with cause I was like, hey, they don't sleep very well either. I sprayed them with magnesium and they screamed like crazy. They did not like the sensation whatsoever and so I started looking for other options and I found magnesium creams. And when I looked on the market, there was a ton of magnesium creams on Etsy. And it's people that's making it in their kitchen, that kind of thing, selling it on Etsy. But it's different from batch to batch. And when you ask them, hey, how much magnesium in it? Is it a therapeutic dose? Does it meet the clinical standards? They didn't know because they're making it in their kitchen. And the other side of the market was the stuff that you get at your chiropractor's office. So it smells like medicine, it feels really sticky on your skin. It's just an unpleasant experience altogether.
Natalie Jurado:So I thought there's got to be a way for us to create something that can replace a habit. I'm a big fan of replacing habits right, because if we can replace a habit, then we're going to do it every single day. And for me, a habit is using a moisturizer when I get out of the shower. If you get out of the shower, you put lotion on your skin. You're good to go.
Natalie Jurado:So I wanted to create a product that felt like a regular, everyday body moisturizer, and so that's what I did. I worked with, I was told no. Lots of times. I had a lot of doors slammed in my face, because I wanted to make sure that our cream was based off of clinical scientific research, not just a random amount of magnesium, but something that would actually work. And so when I reached out to chemists of course, this is in 2020, when the world is shut down so I'm reaching out to chemists and they're saying what you're asking for is impossible, like we can't put that much magnesium in the cream and make it feel the way you want it to feel. So, after six different chemists, I finally found one right in my own backyard, right in the St Petersburg Clearwater area, who was able to make the formula the way that.
Brad Minus:Wow, okay. So now you've got you started this line. It's called Rooted In, correct, yeah, and you've got a couple of different packages that you use. One is Calm. You'll have to. Actually, why don't you go ahead and tell us about it?
Natalie Jurado:Sure, we created three products to address three most common problems that we face here. One is our Tranquility Cream, which is wonderful for stress. It's got all sorts of herbs like ashwagandha and rhodiola which are very calming to the nervous system. We have one called rest, which is wonderful for sleep, of course. And then our relief cream is incredible for pain and soreness, discomfort, joint pain, that kind of thing. So those are the three issues that we overall saw that magnesium could address and that people really tend to struggle with the most, and the response has been incredible. We sold out nine times in the last couple of years, really well received and, more importantly, like it's the messages I get every day from people saying, hey, this actually worked. I didn't know that this would work that kind of thing, and so it's been really amazing. It's. There's more to that journey than that, but that's just a quick summary of how we got there than that.
Brad Minus:But that's just a quick summary of how we got there. So can I ask is every magnesium alike? I mean, is magnesium or is there different levels? Because you talk about strengths and you said that there is chemists out there that you can't put that much magnesium, but are there different types that you use?
Natalie Jurado:Yeah, there's over 14 different forms of magnesium out there, and that's what really confuses people. So what happens is people go hey, I heard this lady talking about magnesium on a podcast and then they go to the health food store and they see this giant wall of magnesium with all sorts of different types, and then they're instantly overwhelmed and they have no idea what to get. So that's where it can get really confusing. So we've got two different forms. We've got oral magnesium, which is your pills and your powders, and then we have topical magnesium, which goes on your skin either as a lotion, a spray or a bath. So when it comes to the oral magnesium and I'm not going to go over all 14 types because that could really bore people, but a rule of thumb I like to tell people when you're looking for oral magnesium, just make sure you're staying away from magnesium oxide.
Natalie Jurado:Magnesium oxide is the most popular form out there. It's the cheapest form, it's the most recommended by practitioners and, unfortunately, it only absorbs at a rate of about 4%, which means the other 96% is going to go right through you and for most people will have you in the bathroom all day long. So we avoid magnesium oxide, if you just remember that one thing when you go to the supplement aisle, you're going to be in good hands. The other side, of course, is the topical magnesium, and there's a really popular form of magnesium that people don't realize, and that's Epsom salt. Epsom salt is magnesium sulfate, and it's an old remedy that probably your grandmother had told you about. If you sprain your ankle, go soak it in Epsom salt. Well, they're giving you great advice. Epsom salt is cheap, readily available, and it's something that you can literally get at the grocery store and use it today to start really reaping the benefits of magnesium quickly.
Brad Minus:Oh, you don't have to tell me I come home from a, if I'm racing a marathon or a triathlon. No, I'm jumping in with Epsom salts. I got a big old bag underneath the frigging thing but I never even thought Epsom salt was Epsom salt. I just know it felt good. I had no idea that it actually was magnesium.
Natalie Jurado:Your body. Especially when you're running, you're racing, you're exercising, your body is expending a huge amount of magnesium. So magnesium depletes as we exercise and depletes as we sweat because it's involved in on a cellular level. It's involved with ATP, which is your energy Right. So when you extend that or expend that and then you replenish it afterwards, it's such an incredible feeling when you're taking those magnesium baths. The only thing I would recommend is, when you're taking those magnesium baths, add a little bit of baking soda to the water. The bicarbonate in that will bind to the magnesium and get it into your cells a lot faster.
Brad Minus:Oh, excellent, actually I'm working on. Somebody was talking about sodium bicarbonate, which is interesting because just a little off topic here, but a lot of my speedier friends have mentioned having sodium bicarbonate before they along like a hard run or a hard workout and they said it just helps so much. The problem is that to get it into a form that's digestible is expensive. It's like they're talking about it's 15, $16 per dose and then when you ask them, but then when I tell you, then you're like, said what's sodium bicarbonate? It's a baking powder. Then when I tell you, then you're like, said what's sodium bicarbonate? It's a baking powder, but you can't ingest it and it's in that raw form because it'll tear your stomach up. Anyway, that's neither here nor there. So so you've got this. So how? It's not actually a good question. I let that part out, but you're rooted in how? When did you said you started it in 2020?
Natalie Jurado:Yep, we started it, we got it manufactured up and running in. About late 2021 is when we first started shipping orders.
Brad Minus:So can I ask where do you get stuff like this manufactured? I mean, I see it all happen. People always talk to me hey, I tried this, it worked out, we got it manufactured, but they never tell me how that whole process works.
Natalie Jurado:It's a long, complicated process. It's finding a we use a manufacturer right in Florida, right in our own backyard, Like the chemists that I worked with span from the UK to Utah, and here right in my own backyard, I found a chemist that knew what they were doing and were just incredible at manufacturing our formula for us. So it is our own formula. They can only manufacture it for us, but they do it right in what's called a GMP certified facility. It's also an organic certified facility and they have this really cool setup with all these machines and stuff like that and they mix everything and bottle it and get it all done for us.
Brad Minus:Oh great, so you basically put it out there. But I did see on your website that when you first started you actually had to put it in the garage site that when you first started, you actually had to put it in the garage.
Natalie Jurado:Oh my gosh, we had to store our whole house. We had boxes of cream all over our house and we literally had to build our garage into an office and storage area, and so I had my kids painting walls. It was just chaos. Now we have a fulfillment center that ships our orders, but for a while there it was chaos.
Brad Minus:How long was that till you realized that it was successful enough that you can now move it into a fulfillment center?
Natalie Jurado:So it's funny because I started off just going on TikTok and here I am like a 40-something-year-old woman on TikTok and that's the app for teenagers who dance right, that's what they say. Tiktok is not for us experienced people. I'm going to call myself experienced for experienced people. So here I am, a 40-year-old on TikTok and I just I loved just the raw, just spreading of information that TikTok had. It was so different from all the other apps where everybody had to be very polished and very beautiful and perfect and that kind of thing. So I went on TikTok and just started sharing the research Like hey, I learned this about magnesium.
Natalie Jurado:Hey, this also happens about magnesium. And it started to catch on and catch on. It really spread like wildfire until we grew a really significant audience on TikTok and I totally did not expect that to happen. But I also feel like being your most authentic self is what really connects with people. When I first got on the app, I tried to be very polished and professional and I was like this isn't me. I'm a science nerd and I'm just going to be a science nerd. And when I started doing that, people really resonated with it. So before we launched, I had built a really big following of people who wanted magnesium in their life. They wanted an easy way to get magnesium that didn't require taking a bunch of pills all day long, and so when we launched, we had an instant audience and we really skyrocketed pretty quickly.
Brad Minus:Wow, all right. Well, that's. I've heard that stories about businesses that that used when it first started out, when it really started to get big, that like us, right, and I thought the same thing. In fact, I just recently realized that there might be an audience there, because I thought the exact same thing. It's just people that are dancing and stuff. And there's still those kids out there that are making up dances, that are going all over the world and still doing it out there. But I have heard of numerous businesses that started TikTok accounts and grew a following which actually, in this day and age, right now, where they're still talking about the banning here in the States, they're like hey, you know my whole audience, I'll go out of business because TikTok has got such a huge following that they use it for. So that's a great freaking case study. That's amazing. And now you're and now are you still like doing most of your advertising on TikTok or you have you moved it to the other platforms or have you gone in different ways?
Natalie Jurado:So, yeah, we still do a lot on TikTok just because I truly love the educational portion. I love to spread knowledge, not so that people buy our product. I've had people reach out to me and say I bought this pill. It worked really great for me. Thank you so much for suggesting magnesium. I'm like awesome, I helped somebody and that's what really matters to me, of course, right At the end of the day, it's what I want to do. So I really still enjoy connecting with people on TikTok. But we have diversified to other platforms. Of course we're on Instagram. We're about to launch on Amazon in August, so we can download it right from our website. We have things like a magnesium cheat sheet where people can print it out and take it with them to the health food store so they can figure out what form of those 14 are going to be best for their own unique needs. So we do a lot of just getting out there in front of people and just educating around magnesium.
Brad Minus:Well, that is, the true sign of someone that wants to help other people is the fact that you've got your own form of magnesium that you are selling online, but yet you're giving out resources to go to the health food store in case they want something in a different form. So so you literally are yeah, go to my website, but here's the resources. So if you don't like, if you don't even want to try it, that you can go to bracelets. At least you're getting your magnesium. I love that.
Natalie Jurado:Absolutely. I always preach about Epsom salt. I always preach about all the great different forms about magnesium, because there are so many other ways to get magnesium into your body. This is one of them. If you choose to go that path, awesome, more power to you. We'd love for you to buy our product, but if helped by magnesium, it's the nonprofit person for me. You know inside of me that I want to help.
Brad Minus:Yeah, no, and we need people like you out there. Definitely we need more capitalism that is rooted in. It's rooted in selflessness and basically is if you're helping out other people, the more you help, the more you'll get back in return. And they say some, a lot of people say you'll get it back in threes. It just doesn't come on threes all right away.
Brad Minus:So, speaking of rooted in, so uh, natalie's business is called rooted in and her website is be rooted incom and I'll have a link to that in the show notes. She has those three different bundles that she talked about and a starter set, and then she's got a learn section on here. It's pretty amazing and you'll have to check her out. She's got this little TikTok thing that she put up there on YouTube, which kind of tells her story in a rapid two and a half minutes. So check that out, definitely, and tell us, put it in the show notes, comment on on on the episode, whether you see it on YouTube or whether you see a clip on social media. Tell us that you, maybe you grabbed it and that how you're feeling. So we'd, we'd be really excited to hear that.
Brad Minus:So, yeah, so, natalie, thank you. This has been super educational and I want to know more. I want to continue to know more, so I'm probably going to take a look at your learn section and, if I've got any questions, I'm going to make sure that I reach out to you. You mentioned TikTok. You mentioned Instagram. Are those the two best places that people can slide into your DMs and ask questions?
Natalie Jurado:Yep, absolutely, and we're be rooted across all social media platforms, so so, but TikTok is my most views, and then, of course, instagram as well.
Brad Minus:Excellent, excellent. So, natalie, thank you, thank you so much for everything that you do, thank you for being as selfless as you are. My best to your family and that, and then I hope that you continue this, make the success. Let's root it in helping people. So thank you so much.
Natalie Jurado:Thank you for having me on and thanks for everything that you do to really encourage people to overcome adversity in their lives.
Brad Minus:I appreciate that. Thank you All. Right, everybody, you heard it For Natalie and myself. We will see you in the next one.
