Shelley Murdock was always a person to give something that piqued her interest a chance. Born to Caribbean parents, she knew that being an entrepreneur would have its challenges. She believes that you have to continuously put yourself in new situations and environments to foster your growth.

In the middle of her college career, she saw an ad for the US Military, looked at the perks, and evaluated its pros and cons. She decided to join the Air Force.

Things moved pretty fast, and when her time in the military came to an end; she became an exotic dancer to help pay to finish her degree. After Shelly graduated, she realized her love for the art of pole dancing and wanted to try and have a physical location where she and other women could train and focus on it as a sport. It awakened a passion in her.

Episode transcription:

[00:00:00] Shelly Murdock: I started the page. I think it was about six or seven months before I was going to launch Fit2Flaunt. I do have other social media pages. So I was able to promote the Fit2Flaunt by Shelly page. The thing is that what I noticed with my other pages, I was always so corporate, if I could say that, you know, I was always worried about, you know, it has to be extremely professional and with“by Shelly” I really just wanted you to know me.
This is me, you know. I do a lot of volunteer work. I'm always trying to help other entrepreneurs. Like, I'm more than just a business owner. And I honestly think that was the difference in what made that page grow so quickly being relatable versus trying to be so corporate and make everything look picture.

[00:01:16] Shelly Murdock: Hi, I'm Shelby Murdock and I'm the founder of Fit2Flaunt and Exotic workouts. I help women to have fun, be sexy and get fit.

[00:01:25] Jahn Karsybaev: That's so lit, and what an introduction. I love it. Thanks for finding time to join us on the Ivy Podcast today. What a great way to start 2021. I have heard great things from our mutual friend, Paula. I appreciate the introduction.
Tell us a little bit about your backgrounds or, you know, your story. And then I want to spend a couple of minutes talking about what you're currently working on.

[00:01:47] Shelly Murdock: Okay. Awesome. Well, believe it or not, I was in the military stationed in Germany. I loved it. I got out of the military and I'm like, okay, I really want to focus on school and finishing my degree.
And I'm like, man, it's gotta be hard to be taking all these extra credit hours and working like a regular job, a full-time job. And I remember I was in the car with my little sister and she's like, You don't want to work well, you better be a stripper and you know, but we were both laughing and then I'm like, actually, you know what?
[00:02:18] That doesn't sound like a bad idea, you know? And I'm like, I'm going to try it out. And I had never been to a club or anything like that, I'd be bored. So I tried it out and I fell in love with the art of pole dancing. Let me tell you, I just thought it was so beautiful. I loved the way it made me feel and, you know, fast forward I did graduate.
I was doing my internship when I decided that I think I really want to pursue this passion of mine, this pole dancing passion of mine. So actually I had to quit my internship and I opened my first Exotic Workout studio and now I own three locations. I've been in business for 10 years and I just launched the brand new startup Fit2Flint.

[00:03:02] Jahn Karsybaev: Wow, what an exciting story. I appreciate kind of the background so as far as where you're currently working on, you mentioned you have your training studios for quite some time and you just recently launched something else. Tell us a little bit more about it. How was the idea born? What's the vision there?

[00:03:21] Shelly Murdock: Okay. Well, I took a program for million dollar women, right. It was just a random ad that popped up on my phone Facebook. And I said, well, let me see what this is about. And it was amazing. I was able to speak with other women entrepreneurs like myself, and I started thinking about, okay, Shelly, how are you going to scale Exotic Workouts?
You've been doing this. You love it. You have women all around that wish they could train with you. What is the next step? So then I started thinking, wow, it would be amazing if I created a mobile app that would allow women all around the world to train with me and my instructors. And that's exactly how the deployment was born.
Then fast forward to today, we have been in business for about 11 months and we have almost 27,000 downloads.

[00:04:11] Jahn Karsybaev: That's very impressive in that short of a period of time. This is crazy. Congratulations, this is outstanding. So how, as far as kind of through this period of hyper growth, obviously with close to 30,000 downloads in such a short period of time, as I guess to the extent that you can share with us, what are some of the strategies that really helped you propel your product to such growth? Anything that worked well or maybe didn't work well that you had discovered through this period?

[00:04:46] Shelly Murdock: Definitely. I would say social media played a huge factor in that. So my personal page, if you go and see it, I think I make an emotional connection with the women. They see that I'm relatable.
They see that I'm still learning. I don't have it all together. You know, I just love pole dancing. I love working out. I love how it makes me feel and it built my confidence. So I think that makes them want to follow along on my journey. And then eventually they're like, wait a minute. It has so many benefits.
[00:05:14] I think this is something that I want to do too. So really social media has helped me to take my business to the next level of, I have to be honest, I've also been re-posted by celebrities like Cardi B, Summer Walker, Kelly Rolan, you know. So obviously, that helped a lot for my page to grow. I think it's been about a year and a half since I started it. And it already has like 225,000 followers.

[00:05:45] Jahn Karsybaev: Wow, this is, this is super inspiring. This is great because you know, at the end of the day, I'm an entrepreneur, every one server, you know, around me will be building something and stories like this are super motivating.
[00:05:57] When, you know, you're able to find your niche because that's what it's all about. And then you really cater to that and, you know, almost become an expert in that space. I think that's how a lot of, you know, very successful companies that dominate that. So in terms of building that followership that audience way in advance before the launch of the product or what was kind of the thought process behind it, or was it like we launched a product first and then in parallel build that audience. What are your recommendations there?

[00:06:27] Shelly Murdock: I started the page. I think it was about six or seven months before I was going to launch Fit2Flaunt. I do have other social media pages, so I was able to promote the Fit by Shelly page. The thing is that what I noticed with my other pages, I was always so corporate.
[00:06:46] If I could say that, you know, I was always worried about, you know, it has to be extremely professional and with Fit by Shelly. I really just wanted you to know me. This is me, you know. I do a lot of volunteer work. I'm always trying to help other entrepreneurs. Like I'm more than just a business owner. And I honestly think that was the difference in what made that page grow so quickly being relatable versus trying to be so corporate and make everything look picture perfect. You know, even if I mess up on something or I had a bad day at work or something happened with the business, I shared that to inspire other entrepreneurs and it really helped to just develop like a tribe. Right.

[00:07:30] Jahn Karsybaev: I know. And you know, you nailed it kind of the tribes, there's, you know, famous book by Seth Godin talks a lot about the tribes and being relatable, like you said, and very authentic seems some of the key ingredients that really help you grow from that perspective. So definitely appreciate you sharing those insights, you know, for us, which is super cool. So in terms of innovation and, you know, whether you're improving your current product or you're thinking of something very disruptive for the entire industry, share with us that kind of the thought process or whatever works for you in terms of coming up with new ideas, how do you approach that?
How do you go in iterations or you try to go, you know, big, you know, share with us a little bit more behind kind of that innovation process.

[00:08:23] Shelly Murdock: Okay. Well, when I was creating fits of font, one thing I did a lot of market research. And for one there weren't a lot of pole fitness apps out there and the ones that were out there, I personally felt like they could be very intimidating if you were a beginner, because all of the beginner skills were jumbled together in one section. So if you're a mom and you're at home, you're a stay at home mom and you don't have access to the gym. And even if you did, you don't like it, which is okay. Cause I don't like going to the gym, you see pole dancing, like why? I think this is something that I would want to try, but I have no idea what I'm doing.
So the way I designed my app and no other pole fitness app is on the market like that. Everything is broken down. Intersections. So even though you have level one, which is first timers, it has section 1.1 1.2 1.31. So it literally takes you step by step. Whether you're a first timer, it'll guide you through the whole process.
[00:09:24] And for my poles, I'm actually working on trying to get everything ready to hopefully secure some funding for Fit2Flaunt. We were really thinking about how we can make the polls more innovative, like you said, so maybe a heart rate monitor may be a way for it to track how many calories you're burning.
Having the poll communicate with the app. To keep track of your workout goals and how far along you're going. So these are all ideas that we have, and hopefully we'll be able to bring them to fruition.

[00:09:56] Jahn Karsybaev: Wow. That's great. And that's, you know, definitely exciting and that the period of the fundraising and working with investors and VCs, you know, it's super exciting, but at the same time, very challenging, because it's finding almost the right partner, who's gonna really help you take the company to the next level.
I think it's super interesting, we could probably spend the rest of the podcasts talking about this. So you're in the kind of personal wellbeing space. If I was to categorize the overall kind of the field that where you plan outside of that, are there any particular trends or ideas that really, really excite you? Something that you're super pumped about, that if you were, let's say, an investor today, you would totally invest in that share with us. The reason I'm asking this question is because a good amount of follower listeners on our podcast are folks that, you know, looking to start their own businesses, you know, they are always looking for different ideas.
So every guest that I host, I asked that question in terms of share with us any ideas that, you know, super exciting to Shelly.

[00:11:09] Shelly Murdock: In the health and wellness?

[00:11:12] Jahn Karsybaev: Anything that you're personally excited about?

[00:11:15] Shelly Murdock: Well, if I had to be honest, it would be Peloton.
I look at that business all the time. I researched their like, you know, their seed route and how much capital they brace. I think the way Peloton has been able to have their app and their fitness equipment communicate with each other and everything just works seamlessly together is just amazing.
And I think that company is just getting started. I can imagine where they're going to be in 10 years. So if there was a company that if I was an investor that I would invest in, it would be Peloton to be honest.

[00:11:53] Jahn Karsybaev: Yeah. That's super exciting. And you know, this whole space is going through the pandemic with people being stuck at home and looking for different ways to work out.
So I think that really took that to the next level, which I can only imagine for you with your company. It was also kind of that blessing in disguise almost, right? Correct.

[00:12:10] Shelly Murdock: It's kind of perfect. I launched in March and in March is when everything was happening with the pandemic. So it was crazy. You wouldn't, people thought I timed it and they're like, that's so crazy that I can pull dance at home.
And all my studios are closed. I'm like, that's not on purpose, you know, that's just the universe like being on my side.

[00:12:32] Jahn Karsybaev: Oh. Cause I was going to ask, as far as the timing of the launch, how did you plan for that? I mean, were you already aware of a lot of things that were happening and you were like, let me just do it, or what was the plan there?

[00:12:46] Shelly Murdock: Well, I had already anticipated, launching and having the app alive on March 22nd. And it really just so happened that that was the time where I had to close all three of my physical locations and, you know, everyone was fucking to the app. And I also sell the dance poles. So I didn't even have enough in stock because of course I didn't anticipate that we would be in a pandemic.
So I was sold out within like three weeks of launching. It was crazy how people were just going to fit to find like, I need to pull any of the app.

[00:13:23] Jahn Karsybaev: [00:13:23] Good problem to have, right? Yes, definitely. That's awesome. Well, that's super, super inspiring from that perspective, how sometimes, you know, things workouts when you really want something. Right. And to go take a step back a little bit in terms of you preparing for that launch, tell us a little bit more about that process.
How long did that take you to go from just ideal in the napkin to an actual product that was customer ready? How long did that take? What was the process like any recommendations from that perspective?

[00:13:58] Shelly Murdock: Definitely. So, it was about. I want to say about 11 months. And if there's any advice that I have for entrepreneurs, it's just to go for it.
Because honestly, even when I launched in March, I didn't even have all of the programs on the app yet. You know, I still didn't have a chair floor dancing. I didn't have the advanced section for the pole yet. I'm only having the beginner to the intermediate and that's more so because I wanted to get it out there.
See what the feedback was. See how people are absorbing the information. Is it working for you? My teaching style before I made a thousand videos, in that time, it did take a lot of time to record the videos because remember I'm rolling, affording myself, then I have to edit the videos and then I have to upload them to the app.
So that took me about seven months to do that, which was very tedious, I will say. And then I had to figure out the programs, how did I want everything to go? How did I want the flow to be? So, yeah, it's about 11 months that it took me from when I thought of the idea I'm going to do an app to the app, actually launching.

[00:15:12] Jahn Karsybaev: Well, that's, you know, it's a very short period, to be honest, it's very condensed.

[00:15:16] Shelly Murdock: I think, you know, I'm not saying to obviously like your product is nowhere near ready and just put it out there and expect people to buy it. But I know that we have the tendency sometimes to want things to be perfect. Or we launch it and unfortunately, whatever idea you have in your head, when you do launch it, It's going to be something totally different.
So you really have to launch your MVP. That's what I wanted to have as an MVP. Put it up there. See how people like the app, you know, how is everything slowing? Is it easy to navigate before I went full force?

[00:15:53] Jahn Karsybaev: [00:15:53] Right. Wow. That's great. That's really 11 months is definitely short periods because, you know, I can attest to that.
[00:15:58] We're building completely different product product because from a technology standpoint and has been about almost a year and a half and we're nowhere near ready, but we also have these debates as far as let's put that aside, the whole thing of trying to be perfect, you know, let's launch and get the feedback from the users and then start improving from there.
So it sounds exactly right. Thought process that you went through when you were getting ready to launch? The other question I have is, so I talked to a lot of, you know, younger entrepreneurs and you know, that you're about to start out. And I also interviewed a lot of executives and very successful folks and kind of the balance in between with some of the entrepreneurs that I see, some of the questions are.
[00:16:38] You know, these days, it's all, you know, software technology, everything is in that space. But if some of those entrepreneurs don't have the technical skill set, but yet they have ideas to develop something that, you know, whether that's a SAS product or, you know, some type of a mobile app, you know, for me, it's easy because I'm a technologist.
I have our software development company, but for those entrepreneurs, a lot of the challenges that they face is how do I do this? Where do I even start? Where as, I don't even know how to develop an app, or I don't know anybody who can help me. What was your process like when you were thinking, Hey, I'm going to launch a mobile app and here's what I need to do and get ready to go to markets. Tell us a little bit more about that.

[00:17:20] Shelly Murdock: [00:17:20] Okay. So really quickly you want me to like how I source the talent to get them all back.

[00:17:27] Jahn Karsybaev: [00:17:27] Exactly. How did you find the talent or what was your process, you know, what are you thinking? I'm going to drive everything and I'm, you know, I'll find somebody who can develop or I'm going to partner with somebody.
What are some creative ways to find the kind of people that can help you?

[00:17:43] Shelly Murdock: Okay. Definitely. Well, for me, when I was looking into creating the app. It was scary at first, I'm going to be honest because I started getting quotes and I'm completely self-funded. I don't have any outside capital for any of my businesses.
This is going to be my first time fundraising. So, you know, when I'm getting quotes for $50,000 for an app or $60,000. I'm like, wow. I was extremely discouraged, but I'm the type of person that If I want something on, like there has to be another way. So I actually went on Upwork. I'm not sure if you're familiar with that site, but I went work and I put a job posting and I mean, I did have hundreds of people apply and there was one guy.
He was just amazing. And he showed me other fitness apps that he built and we just had that connection right away, I think. You know, when there's someone that you feel comfortable to work with, and I must say he exceeded my expectations and he was half the cost. So that's how I was able to get my mobile app up and running.

[00:18:46] Jahn Karsybaev: Wow. That's cool. That was great. Then I can imagine that was also, you know, a challenging process to go through all the applications proposals, and really try to navigate that space, because if you're not closely familiar with, you know, the technology or how that works, I think it could be intimidating.

[00:19:05] Shelly Murdock: Definitely. I mean, he was speaking a totally different language that I didn't understand, but, you know, If you want it, you're gonna make it happen, you know? And don't let that intimidate you, you know, even if you don't know anything about technology, you know, your product and you're passionate about it and you know, that there's a demand for it, you know?
So you just start taking the steps in the direction. And I'm telling you I'm really big on like the universe and getting guided. So if I make that reference a lot, that's why I always say, take the first couple of steps and it's like magic. The universe just puts the right people in their path to help you go after whatever it is that you want.

[00:19:45] Jahn Karsybaev: Right, right, right. No, absolutely. Can't agree more with that. In terms of where you are currently, how big is the team, or are you still running everything? So just want to get a sense of where you at and then want to ask a couple of questions where you go in.

[00:20:00] Shelly Murdock: Okay. Well, right now the team is very small.
I am doing a lot of the work I have. There's about five of us that handle everything, you know, you can imagine customer service people not installing their poles properly in my startup life. So there's about five of us. I work about 15 hours a day. It feels like, but maybe not some days I'm like, okay, I need a break.
But I'm hoping once I raise capital that I can hire the people that I need to really help them grow. So I already started thinking about the physicians and, yeah, so right now it's a small team, but I'm hoping it's going to be much larger and having full-time employees and help me balance everything.

[00:20:49] Jahn Karsybaev: Super cool. So you mentioned something about hiring and really surrounding yourself with like-minded folks, rock stars, you know, just straight killers. What's your philosophy around, you know, recruiting, hiring the best people surrounding yourself, and then also retaining them, making sure that they are motivated, that they are happy, what's your take on that?

[00:21:14] Shelly Murdock: Well, I can only speak from my physical location since, you know, this is all new for me with the, with the tech space, but with hiring, I'm so sorry. Could you repeat the question?

[00:21:28] Jahn Karsybaev: Yep. For sure. In terms of kind of something that really, you know, you leverage in terms of a strategy that helps you attract the top people for your teams.
How do you go about that? Where do you find them? What's the interview look like? Tell us a little bit more about the whole recruitment and hiring process that you think will really help you find the right people.

[00:21:53] Shelly Murdock: It's definitely about the network. Paula is actually going to be helping me with that, because that was one of the questions I had for her.
Paula. I'm so used to being an entrepreneur that does everything for myself and this company is growing so fast and that, you know, that is one of my apprehensions, like how do I know if I'm hiring the right people for the team? So I think it's definitely important to have a network so that if you don't know, at least you're in.
Communication with someone who does know. So I can't even honestly answer that question, but Paula has been so gracious and she's willing to help me. So when that time comes for hiring, we're going to be sitting together and, and establishing what exactly fits a font needs. And you know, who we think can fill those needs.

[00:22:40] Jahn Karsybaev: Right. No, absolutely. And it's, you know, exciting to hear in terms of really trying to figure out what's the greatest need that's missing or the biggest strength that's missing on my team. Like what can I not do myself as a founder that I need to find somebody who will help me fill that void and really go from that perspective?
I think at least from what has worked well for me in the past, that's how I approach things and that's, you know, that's great. That was great to hear that. And as far as kind of, where do you see yourself in about three to five years. It's, you know, I think it's like, you know, shooting in the dark, but through the next shorter period, what are your plans?
Where do you see yourself or your product go?

[00:23:27] Shelly Murdock: Okay, well, since the polls have been on the market for about 10 months now, we've been able to get feedback from a lot of our planters. So currently I'm working with an engineering team so that we can redesign the poll to make it just a little more economical.
And I'm hoping to have that launch within the next few months. And then from there, you know, having you brand a poll on the market. So that's the main focus for my team right now.

[00:24:01] [00:24:00] Jahn Karsybaev: Wow. That's great. That's, you know, super exciting. And in terms of your outlook into the current situation with the pandemic and where that's going to go, what are your predictions from that standpoint, in terms of, as you get your product ready, or you come up with different versions of the product, Are you anticipating any major changes in the market? How things will flow or you're just kind of pursuing what's where you have been?

[00:24:29] Shelly Murdock: I anticipate that people are still going to be apprehensive about going to a pole fitness studio for class. And now that they've already seen what life is like, doing everything at home, they might say, Hey, actually, it wasn't so bad.
So definitely I want to have more stock because right now I'm having a problem keeping the posts in stock because they're going so fast. So that's something that, like you said, a good problem to have, but I can imagine it can be frustrating as a customer. So that's what I'm working on. Definitely because I think that it's going to take a long time before people feel.
Super comfortable, again, going into pole studios and gyms and working out freely like before. And that's unfortunate because, you know, I do have my brick and mortar location, so I understand, I know what it's like to have a physical location and you need customers and customers are scared to come. So yeah.

[00:25:29] Jahn Karsybaev: Absolutely. Wow. Yeah, no, definitely. I can definitely resonate with that because a lot of the clients that we serve, you know, fortune a hundred companies and they've been, you know, physical locations and offices, everything has changed. And now it's all these talk about, you know, what's going to happen next, the hybrid workforce, whether you know, half the time you are in the office, half the time you're remote.
So that's going to be very interesting, to see how this year plays out and the next, some of the other questions I have for you in terms of your personal development, your content diet, as I like to call that, what do you consume? What do you read? What do you follow? Who is your source of inspiration? Who is your source of learning? Share with us any blogs that in your bookmarks, or is there a Twitter profile that you would follow.

[00:26:19] Shelly Murdock: [00:26:19] Oh, I actually made a list of some of the pages that I love.

[00:26:23] Jahn Karsybaev: Well, we'll put them in the episode notes so that people can actually link them, but share with us.

[00:26:29] Shelly Murdock: Okay. I love Ariel Lauren. She's a funding expert for women businesses. I love Julia Pimsleur. It was her program million dollar women that I took that really shifted the way I thought about my business and scaling it.
I love following afro.tech, black women talk tech. I found women, man. It's just really inspiring for me to see. People that look like me raising capital and scaling their businesses so that those are the pages that I follow right now. I'm reading the book, let's see your three super powers, meditation, imagination, and intuition.
I think it's very, very important as entrepreneurs to meditate. Keep yourself grounded because working is addictive. You know, like this is our baby, our businesses. And we just want to give it all of our time. Oh, I love you. I don't want to put you down. It's so important to have balance because I see the difference in the way I run my businesses when I meditate, when I sleep well, when I eat well, versus when I don't and I'm more hectic and I'm just going, going, going, it's like you're busy.
But you're not productive. If that makes sense. I mean, I think anyone can relate in the entrepreneurship space. You're busy, but you're not really that productive. It's like you've been working 12 hours and I'm like, wait a minute. Like, this is all that I got done. So definitely, I think meditation is super duper important just to help us have more clarity and organize our thoughts and our goals.
And just to know exactly what it is that we're going after. Like, why are you doing what you're doing? Why are you staying up late and working? What's the end result?

[00:28:12] Jahn Karsybaev: [00:28:12] Right? Right. No, I love that. Mainly because I've been reading a lot about, you know, kind of that, the overall headspace and, you know, mental fitness at the end of the day.
And we've been really kind of researching, going down the rabbit hole in that. And one book that really inspired me was my novel. He is one of the very prominent, famous, VCs. He built successful companies and now he's in the investment space. But the book that he wrote was specifically about that, on how that meditation, how to all of those strategies really help him to stay grounded and really be in control of your.
[00:28:52] You know yourself at the end of the day. And I just love that. So I think that was like the stupidest thing in the world. Like, you know, when I was a little bit younger, I'm like, put meditate that you crazy, but now it's those things. I find a lot of value in that because as you take some of those strategies and apply it on them, you know, on a daily basis, I think that's, you know, super helpful.
So definitely, we'll include the links and the book in episode notes for our listeners, Shelly, anything in conclusion, the way where do people find you? Tell us a little bit more about that.

[00:29:25] Shelly Murdock: [00:29:25] Oh, definitely. You can find me on Instagram, swinging on the pole on app fit by Shelly. If you want to follow my businesses, it's at Fit2Flaunt and at Exotic Workouts.
And as something I'd like to leave off with, I just want to let all the entrepreneurs out there and all the aspiring entrepreneurs know that it's okay to not know. It's okay to not know it all. Just know that you are worthy because that was one of the things that I was worried about. I'm like, wow, me, raising funding for a business. I'm like, can I really do that? But why not me? And why not? You know, so we really have to make sure to keep those self-limiting beliefs in check because they're not productive and they're not going to help you to reach a goal. So I just wanted to leave it out there that I don't know everything.
I'm still learning, but guess what? I'm going to learn and I'm going to do it. And so can you.

[00:30:26] Jahn Karsybaev: Wow. I love this. There's such great advice and definitely thank you for sharing that, Shelly. And I really appreciate all the great insights. I know it was a very short, but very powerful conversation. And I personally learned quite a bit and am super pumped right now that I'm about to go and start with some other things.

[00:30:42] Shelly Murdock: [00:30:42] Thank you so much for having me.

[00:30:46] Jahn Karsybaev: [00:30:46] Yeah, absolutely. And we'll stay in touch and, you know, we, perhaps we should do another episode in the, you know, towards the end of the year and next year and see how much you've changed, how much has transpired. I definitely love doing that with a lot of the guests on my episodes, to see how, you know, things have progressed.

[00:31:01] Shelly Murdock: [00:31:01] Totally. I would love that.

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