NativeAdVantage 10-Q2BA:

(10 Questions 2B Answered)

What do you do best?
What makes you the best?
Biggest success?
What are your aspirations?
Most challenging moment?
Favorite Motto?
Favorite People?
Favorite Places?
Favorite Products?
Current Passions?

Featured NativeAdVantage:

Andy Weir: Author of "The Martian"

John Philipson: VP, Six Senses Resorts

Tom Sito: Chair of Animation, USC Film School

Elizabeth Wynn: Broker, Sotheby's RE

Leonard Greenhalgh: Professor, Tuck-Darmouth)

Ryan Blair: NY Times Best Selling Author/Entrepreneur


Featured NativeAdVice:

Shai Reshef: Founder of University of the People

Paul D'Arcy: SVP of Indeed

Susan Hatje: GM of Mandarin Oriental, NY

Dan Laufer: Co-Founder of RentLingo

Hilary Laney: President of Tri-Digital

Greg Marsh: Co-Founder of onefinestay

Omar Qari: Co-Founder of Abacus

Gabriell Weinberg: Founder of DuckDuckGo

Stacy Rauen: E-I-C of Hospitality Design Mag

Jon Gray: CRO of HomeAway

Joe Speiser: Co-Founder of

Ben McKean: Co-Founder of HungryRoot

John Boiler: Founder/CEO of 72andSunny

Wayne Pacelle: CEO of The Humane Society of the US

Tom Guay: GM at The Sagamore Resort

Dr. Alejandro Junger: Founder of The Clean Program

Rob Flaherty: CEO of Ketchum

Neil Thanedar: Founder/CEO of LabDoor

Andy Grinsfelder: VP of Sales/Marketing, Delaware North Resorts

Laura Frerer-Schmidt: VP/Publisher of Women's Health

Avi Steinlauf: CEO of

Kathy Bloomgarden: CEO of Ruder Finn

Gabriel Flateman: Co-Founder/CTO of Casper

Mark Bartels: CEO of StumbleUpon

Bill Hagelstein: President/CEO of RPA

Adam Singolda: Founder/CEO of Taboola

Jonathan Plutzik: Proprietor of The Betsy-South Beach

Jessica Scorpio: Founder/VP of Marketing at GetAround

Ralph McRae: CEO of Leading Brands

Warren Berger: Bestselling Author

Liz Kaplow: Founder/CEO of Kaplow Communications

Dave Girouard: Founder/CEO of UpStart

Dave Asprey: Founder of BullectProof Executive

Douglas C. Smith: President of EDSA

Val Difebo: CEO of Deutsch NY

Guido Polito: CEO of Baglioni Hotels

Doyle Graham, Jr.: CEO of Valencia Group

Oscar Farinetti: Founder of Eataly

Angelo Sotira: CEO of DeviantART

Ali Khwaja: CFO of Safecharge

Zach Erdem: Proprietor of 75 Main

Jim Beley: GM of The Umstead Hotel

Alexis Gelburd-Kimler: Proprietor of West Bridge

Elie Georges: Proprietor of Hotel San Regis

Kalen Caughey: Founder o VOKE Tab

Michael Friedenberg: CEO of IDG

Donna Karan: Founder of DKNY

Edward Nardoza: Editor-in-Chief of WWD

Scott Dadich: Editor-in-Chief of Wired

Rhona Murphy: Former CEO of The Daily Beast

David J. Pecker: CEO of American Media

Lilian Roten: VP of Swissotel Hotels

Kenny Dichter: Founder/CEO of Wheels Up

Joshua Tetrick: Founder/CEO of Hampton Creek

Paul James: Global Brand Leader of The Luxury Collection

Dr. James Wagner: President of Emory University

Amy Thompson: President of ATM Artists & Management

Neil Gillis: President of Round Hill Music

Brett Matteson: President of Columbia Hospitality

Jonathan Reckford: CEO of Habitat For Humanity

Phil Harrison: President/CEO of Perkins+Will

Chef Bill Telepan

Tony Horton: Founder of P90X

Beth Weissenberger: Co-Founder of The Handel Group

Michael Fertik: Founder/CEO of

Dana Cowin: Editor-in-Chief of Food & Wine

Bob Proctor: Chairman of Proctor/Gallagher Institute

Dennis Turcinovic: Owner of Delmonicos

Vittorio Assaf: Co-Founder of Serafina Restaurant Group

Shafqat Islam: Co-Founder of Newscred

Matt Williams: CEO of The Martin Agency

Bruce Rogers: Executive Chef at Hale & Hearty

Caleb Merkl: Co-Founder of Maple

Candy Argondizza: VP of Culinary at ICC

Neil Sazant: President of The Sagamore

Matt Straz: Founder/CEO of Namely

Terry Couglin: Managing Partner of Marta/Maialino

Andrei Cherny: Co-Founder/CEO of Aspiration

Ronen Nissenbaum: Managing Director of Waldorf Astoria NY

Patrick Godfrey: President of Godfrey Q

Sarah Berman: Founder/President of The Berman Group

Michael Schwartz: Owner of Genuine Hospitality Group

Stephan Aarstol: Founder/CEO of Tower Paddle Boards

Peter Shaindlin: COO of Halekulani Corp.

August Cardona: Founder/CEO of Epicurean Group

Nick Kenner: Co-Founder of Just Salad


Kathryn Butters: Founder, CryoVigor

My NativeAdVice:


Kathryn Butters is an entrepreneur and the founder of CryoVigor, one of New York City’s premier Cryotherapy clinics. Offering both whole body and spot cryotherapy treatments through the use of our state-of-the-art equipment, our trained staff offers white glove service to ensure your safety and comfort, and answer any questions you might have about cryotherapy.

How did you get into the industry?

I have always been very conscious of my own health. I read a Time magazine cover article about the dangers posed by chronic inflammation to one’s overall health. I had heard that cryotherapy was an effective way to combat chronic inflammation, so I tried it. I immediately felt the benefits to my overall mood and energy and I was hooked. From there on out I wanted to share the benefits of cryotherapy with others. I have a business background, so I researched what it took to start a cryotherapy business, found a great location, and opened up shop earlier this year.

Any emerging industry trends?

In cryotherapy, there have been great advances in creating specific treatment programs to target conditions. For example, I have clients who come in who are in pain from past surgeries or who come in for relief from Lyme’s Disease. We’ve worked to together to combine whole body cryotherapy with localized treatments for the best effect based on their goals.

More people are using it to enhance performance, not just to recover and heal. I have a client who is a professional martial artist and coming to CryoVigor regularly has boosted the effectiveness of his training sessions.

Any industry opportunities or challenges?

As with any alternative health therapy, there will always be challenges with regulation. The FDA issued a report that, in their perspective, showed there is no conclusive evidence to back the benefits of cryotherapy. Well, we all know it takes a lot of money to fund studies that show otherwise. Meanwhile the science behind cryotherapy has been widely accepted in Europe for decades and many world-class athletes, who have access to the very best body enhancement techniques, swear by its benefits. In my experience, anyone who tries it or continues with it on a regular basis has reported a very positive experience.

So, yes, educating the consumer is a challenge.

There are many opportunities in the cryotherapy business. As I mentioned before, clients with ailments are getting relief with drugs or surgery. That alone holds much promise for the industry.

Inspiration for the business idea, and your vision for the Business?

We are located in the heart of New York City, near Grand Central Station and Bryant Park. It’s one of the highest concentration of stressed out people in the world. In creating CryoVigor, I wanted to establish a retreat for anyone to escape for complete relaxation. They can come here and feel completely rejuvenated, physically and mentally.

What's next for the Business in the near future?

We have been working on partnerships with corporate wellness programs, members of a new app called POPin that allows people to pay for gym glasses on a per minute basis and continuing to cultivate new alliances with health conscious groups.

Your key initiatives for the success of the Business?

Customer service is so important. We get referrals from people who have had a good experience here. We do the usual activities that are crucial for any business, making sure you are found online, and we use both paid search and organic search marketing. Actively seeking partnerships and being part of corporate wellness programs as mentioned above.

Your most difficult moment at the Business? (and what did you learn?)

The most difficult part of opening was just getting through the first few months when we really needed to get the word out, which is difficult as there are so many options for consumers. There’s a lot of noise out there and in New York City, people are always onto the something new. We learned to persevere, providing great service and results for our customers. Keeping them happy pays off.

Ideal experience for a customer/client?

I love it when a client comes out of the chamber and just looks euphoric. There’s a post-treatment expression that cannot be captured through words. Most people feel like they are ready to take on the world after their cryotherapy session. I get “That was amazing” quite often.

How do you motivate others?

It’s the old cliché of leading by example. Being a good listener is so important. When clients come in we really want to cater to their specific needs. I just do what I think is best for my clients, how I would like to be treated, and my team is able to witness how happy they are.

Career advice to those in your industry?

Do the research. Never stop learning. Read. Attend industry fairs. Go see an expert speak. Health and wellness is constantly evolving. The marketplace is fickle. If you stay ahead of trends and know where people are going to be into 3 months down the road, you can adjust your marketing strategy to cater to the shifting desires of customers.

Reader Comments

There are no comments for this journal entry. To create a new comment, use the form below.

PostPost a New Comment

Enter your information below to add a new comment.

My response is on my own website »
Author Email (optional):
Author URL (optional):
All HTML will be escaped. Hyperlinks will be created for URLs automatically.