Interested in starting your own entrepreneurial journey in health & wellness but unsure what to expect? Then read up on our interview with Lauren McCullough, Founder of Auroraflow, located in Durham, NC, USA.

What's your business, and who are your customers?

Auroraflow is a wellness center offering massage, skin care, and waxing. Our business focuses on "shaking up" the spa model by providing a unique environment focused on approachability. We are specifically focused on serving communities that have historically felt unwelcome in such environments, specifically the LGBTQ+ community.

Tell us about yourself

Castle and Lauren, Auroraflow's founders, started working on their business concept in 2020. Castle had a successful home-based practice that hit its growth ceiling and was trying to figure out what was next.

When we looked around, we saw that massage and spa services didn't look like Castle's clients -- heavily skinny, straight, and white. After talking to several people who felt wellness wasn't for them, we wanted to make our mark.

What's your biggest accomplishment as a business owner?

We hold a lot of pride in our team and culture. We go above and beyond whenever we can to make our team, vendors, and partners feel appreciated. It plays out so boldly in our culture. People are proud to work with us, and we are so proud they chose us.

What's one of the hardest things that comes with being a business owner?

Balancing things you can't control. Opening Auroraflow had a lot of stumbling blocks in our build-out and construction. This lack of predictable timelines made things very challenging. But you do what you can and ride the wave.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Treat your people well--they are the backbone of it all.
  2. Know and express your values.
  3. Never stop innovating.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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