Sometimes in business, we need to pivot fast. If you wait too long, you might lose your chance. But if you move too quickly, are you seeing the whole picture? What makes a founder confidently move when they know their entire business is on the line? 



In this special double episode of Flex Your Hustle, Michelle Lomas speaks to Irene Falcone, Founder of Sans Drinks. This is not the typical Flex Your Hustle episode. Michelle caught Irene on the day that she decided to completely uphaul the entire business model she had been spending years building - and within 24 hours, her new direction was announced to the public. Listen as Irene talks to Michelle about her decision-making process, how listening to her customers gives her a leg up to grow her business, and how her obsession with business performance drives her further. 

Irene founded Sans Drinks in 2020 after being frustrated with the low quality, sugar loaded non-alcoholic alternatives that were available in supermarkets and bottle shops. Today, Sans Drinks is Australia’s leading superstore for premium non-alcoholic beer, wine and spirits including Australia’s first physical non-alcoholic bottle shop in Sydney’s Westfield Warringah Mall. Irene is a serial entrepreneur, having launched and sold her previous business Nourished Life for $20Million dollars to ASX listed BWX Limited. Her open and host way of communicating to her customers, and unique approach as the face of her business has generated much applause and fans throughout the years.  

Flex Your Hustle is proudly brought to you by Commission Factory.  If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Reach out to find out more. 

Flex Your Hustle is proudly produced by the team at Ampel. Ampel is an audio content agency specialising in podcast, radio, and audio content creation. For more information, head to www.ampel.com.au or reach out to us at hearhere@ampel.com.au

Host: Michelle Lomas.
Executive Producer: Josh Butt 
Head of Strategy & Development: Michelle Lomas
Audio Editor: Carter Quinn

Sometimes in business, we need to pivot fast. If you wait too long, you might lose your chance. But if you move too quickly, are you seeing the whole picture? What makes a founder confidently move when they know their entire business is on the line? 
 
In this special double episode of Flex Your Hustle,<a href="https://www.linkedin.com/in/michelle-lomas-95998a58/"> Michelle Lomas</a> speaks to<a href="https://www.linkedin.com/in/irenefalcone/?originalSubdomain=au"> Irene Falcone,</a> Founder of <a href="https://sansdrinks.com.au/">Sans Drink</a>s. This is not the typical Flex Your Hustle episode. Michelle caught Irene on the day that she decided to completely uphaul the entire business model she had been spending years building - and within 24 hours, her new direction was announced to the public. Listen as Irene talks to Michelle about her decision-making process, how listening to her customers gives her a leg up to grow her business, and how her obsession with business performance drives her further. 
Irene founded Sans Drinks in 2020 after being frustrated with the low quality, sugar loaded non-alcoholic alternatives that were available in supermarkets and bottle shops. Today, Sans Drinks is Australia’s leading superstore for premium non-alcoholic beer, wine and spirits including Australia’s first physical non-alcoholic bottle shop in Sydney’s <a href="https://www.westfield.com.au/store/1BAVqBZcd39mgNDL5HOud2/san-drinks-au">Westfield Warringah Mall</a>. Irene is a serial entrepreneur, having launched and sold her previous business Nourished Life for $20Million dollars to ASX listed BWX Limited. Her open and host way of communicating to her customers, and unique approach as the face of her business has generated much applause and fans throughout the years.  
Flex Your Hustle is proudly brought to you by<a href="https://bit.ly/3RNAptk"> Commission Factory.</a>  If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Reach out to find out more. 
Flex Your Hustle is proudly produced by the team at<a href="http://www.ampel.com.au"> Ampel</a>. Ampel is an audio content agency specialising in podcast, radio, and audio content creation. For more information, head to www.ampel.com.au or reach out to us at <a href="mailto:hearhere@ampel.com.au">hearhere@ampel.com.au</a>  
Host: Michelle Lomas. Executive Producer: Josh Butt Head of Strategy &amp; Development: Michelle Lomas Audio Editor: Carter Quinn

Is it just us or.....is marketing getting a little dull? We are a bit over hearing the same old voices selling us the same old spin about how they’re going to drive awareness, build reach… but not doing anything for client business.  Where creativity used to dominate, it just feels… well… kinda predictable. Ads have lost their jazz, data drives creative and media plans… Google, Facebook, Amazon, Linkedin - rinse and repeat.  

It’s time for marketing to get a hustle on .....and that is where the 'Flex Your Hustle' podcast by Commission Factory comes in!

Hosted by marketing consultant, content expert and General Manager of Ampel Michelle Lomas, 'Flex Your Hustle' will introduce you to amazing marketers that you have probably never heard of. The ones who had zero marketing experience and managed to build multi-million dollar businesses by hustling. The little e-comm side hustle that made millions in their first year selling socks, or the local beauty brand who has just cracked the global market. 

How did they do it? What did they learn along the way?  It’s all about the hustle.  

Join us each week to be inspired by these success stories who share one thing in common, they did marketing differently.  

FLEX YOUR HUSTLE - Brought to you by Commission Factory. 

If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Find out more about what they do here: https://bit.ly/3RNAptk

Flex Your Hustle is created and produced by Ampel.

Hosted by Michelle Lomas

Development Producer Brittany Frappell,

Director of Audio Production Stuart Buckland.

Executive Producer Josh Butt. 

Thanks to Sophie Metcalfe, Emily Do and Zane McIntyre from Commission Factory

For content enquiries or feedback, please email Brittany at brittany@ampel.com.au

For more information visit ampel.com.au or email us at info@ampel.com.au

Is it just us or.....is marketing getting a little dull? We are a bit over hearing the same old voices selling us the same old spin about how they’re going to drive awareness, build reach… but not doing anything for client business.  Where creativity used to dominate, it just feels… well… kinda predictable. Ads have lost their jazz, data drives creative and media plans… Google, Facebook, Amazon, Linkedin - rinse and repeat.  
It’s time for marketing to get a hustle on .....and that is where the 'Flex Your Hustle' podcast by Commission Factory comes in!
Hosted by marketing consultant, content expert and General Manager of Ampel Michelle Lomas, 'Flex Your Hustle' will introduce you to amazing marketers that you have probably never heard of. The ones who had zero marketing experience and managed to build multi-million dollar businesses by hustling. The little e-comm side hustle that made millions in their first year selling socks, or the local beauty brand who has just cracked the global market. 
How did they do it? What did they learn along the way?  It’s all about the hustle.  Join us each week to be inspired by these success stories who share one thing in common, they did marketing differently.  
FLEX YOUR HUSTLE - Brought to you by Commission Factory. 
If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Find out more about what they do here: <a href="https://bit.ly/3RNAptk" data-saferedirecturl="https://www.google.com/url?q=https://bit.ly/3RNAptk&amp;source=gmail&amp;ust=1658449811250000&amp;usg=AOvVaw2kKEfYu-QmwWCLlokgitN8">https://bit.ly/3RNAptk</a>
Flex Your Hustle is created and produced by Ampel.
Hosted by <a href="https://www.linkedin.com/in/michelle-lomas-95998a58/">Michelle Lomas</a>
Development Producer Brittany Frappell,
Director of Audio Production Stuart Buckland.
Executive Producer Josh Butt. 
Thanks to Sophie Metcalfe, Emily Do and Zane McIntyre from Commission Factory
For content enquiries or feedback, please email Brittany at <a href="mailto:brittany@ampel.com.au">brittany@ampel.com.au</a> 
For more information visit <a href="https://ampel.com.au/">ampel.com.au</a> or email us at <a href="mailto:info@ampel.com.au">info@ampel.com.au</a>

Flex Your Hustle

Is marketing dull? We're a bit over hearing the same old voices selling us the same old spin about how they’re going to drive awareness, build reach… but not doing anything for client business.  Where creativity used to dominate, it just feels… well… kinda predictable. Ads have lost their jazz, data drives creative and media plans… Google, Facebook, Amazon, Linkedin - rinse and repeat.  It’s time for marketing to get a hustle on .....and that is where the 'Flex Your Hustle' podcast by Commission Factory comes in! Hosted by marketing consultant, content expert and General Manager of Ampel Michelle Lomas, 'Flex Your Hustle' will introduce you to amazing marketers that you've probably never heard of. The ones who had zero marketing experience and managed to build multi-million dollar businesses by hustling. The little e-comm side hustle that made millions in their first year selling socks, or the local beauty brand who has just cracked the global market. How did they do it? What did they learn along the way? It’s all about the hustle. Join us each week to be inspired by these success stories who share one thing in common, they did marketing differently.  FLEX YOUR HUSTLE - Brought to you by Commission Factory. If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Find out more about what they do here: https://bit.ly/3RNAptk

Thanks to Sophie Metcalfe, Emily Do and Zane McIntyre from Commission Factory

Flex Your Hustle is created and produced by Ampel. Hosted by Michelle Lomas. For more information visit ampel.com.au or email us at hearhere@ampel.com.au

Is marketing dull? We're a bit over hearing the same old voices selling us the same old spin about how they’re going to drive awareness, build reach… but not doing anything for client business.  Where creativity used to dominate, it just feels… well… kinda predictable. Ads have lost their jazz, data drives creative and media plans… Google, Facebook, Amazon, Linkedin - rinse and repeat.  It’s time for marketing to get a hustle on .....and that is where the 'Flex Your Hustle' podcast by <a href="https://www.commissionfactory.com/">Commission Factory</a> comes in! Hosted by marketing consultant, content expert and General Manager of <a href="https://ampel.com.au">Ampel</a> Michelle Lomas, 'Flex Your Hustle' will introduce you to amazing marketers that you've probably never heard of. The ones who had zero marketing experience and managed to build multi-million dollar businesses by hustling. The little e-comm side hustle that made millions in their first year selling socks, or the local beauty brand who has just cracked the global market. How did they do it? What did they learn along the way? It’s all about the hustle. Join us each week to be inspired by these success stories who share one thing in common, they did marketing differently.  <a href="https://ampel.com.au/flex-your-hustle">FLEX YOUR HUSTLE</a> - Brought to you by <a href="https://www.commissionfactory.com/">Commission Factory.</a> If you’re tired of paying for clicks and impressions, Commission Factory is a pay-on-performance marketing platform where you pay only when tangible sales are generated, not just eyes on the page. Find out more about what they do here: <a href="https://bit.ly/3RNAptk" data-saferedirecturl="https://www.google.com/url?q=https://bit.ly/3RNAptk&amp;source=gmail&amp;ust=1658449811250000&amp;usg=AOvVaw2kKEfYu-QmwWCLlokgitN8">https://bit.ly/3RNAptk</a>
Thanks to Sophie Metcalfe, Emily Do and Zane McIntyre from <a href="https://www.commissionfactory.com/">Commission Factory</a>
Flex Your Hustle is created and produced by <a href="https://ampel.com.au">Ampel</a>. Hosted by <a href="https://www.linkedin.com/in/michelle-lomas-95998a58/">Michelle Lomas</a>. For more information visit <a href="https://ampel.com.au/">ampel.com.au</a> or email us at <a href="mailto:info@ampel.com.au">hearhere@ampel.com.au</a>

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