Find A Niche Market For Success, Kareen Lai, TBJApocast 80
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Kareen Lai on The Brand Journalism Advantage PodcastKareen Lai says niche markets & her brand story equal success. Find out how her wellness brand is thriving even in an overall huge fitness industry. Get her business success tips.

Kareen Lai is from Singapore. She’s the Founder of Mums In Sync. She designs fitness and nutrition programs to help get mummies into tip top shape. As the author of, 18 Again: Bringing Out the Sexy Fit Mummy in You, she shares ways for mums to live a healthy and fit life. Kareen says, “As long as you Move Right, Eat Right and Think Right, you will definitely feel 18 Again!” She believes that mummies can certainly rock the world with renewed confidence at every stage of motherhood. As the mum of adorable twins, Kareen is living proof.

Think Like A Journalist Quote

“The only way of discovering the limits of the possible is to venture a little way past them into the impossible.” ―Arthur C. Clarke, British Science Fiction Writer.

Success Quote

“A change in environment will always bring about new habits or break bad habits.” TBJApodcast guest

Career Highlight

After only having been in business for just 1.5 years, find out which entrepreneurial award Kareen won and how the award tied directly into her brand story.

When It Didn’t Work

Find out how Kareen had to learn to branch out and shift from her initial business model. Hear what she learned from having a wellness program at a luxury golf resort flop and how she transformed her business.

Advice For Wellness/Lifestyle Brands
  1. Go for a niche market or risk people not understanding what your brand stands for.
  2. Make your products and services represent the people you’re trying to attract. So they will come to you.
  3. You are your brand especially when you’re a lifestyle entrepreneur.
  4. Walk through open doors. You never know what opportunities you’ll find.
  5. A Fit You = A Fit Business. You need a fit mind and body to keep the business sustainable Fit, and healthy.
Multimedia Resource


Resource Links

TBJA 072 Dr. Ellen Britt: How To Start A Mastermind Group

Book, Documentary, Internet Channel, or Podcast

Screw Business As Usual, by Richard Branson

Matthew Hussey, Online Dating Tips


Mums In Sync Website

Twitter @KareenLai

Kareen Lai on The Brand Journalism Advantage Podcast


Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to “Be the Media”. Phoebe is the host of “The Brand Journalism Advantage” podcast and a “Top 50 Podcaster To Follow”. Listen in iTunes or at

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