Founder: Gillian Tietz
Business: Sober Powered Media
Revenue/Month: $5K
Founders: 1
Employees: 0
Website: soberpowered.com
Location: Lexington, Massachusetts, United States
Founded: June 2022
In the crowded podcasting world, Gillian Tietz has built something extraordinary with Sober Powered Media (SPM)—a collaborative network where mental health podcasters unite rather than compete.
“I started SPM to bring together some of the top mental health podcasts to help us monetize our shows with sponsorships, grow our audiences, and work together as a team to share our expertise in a mastermind group,” explains Gill.
Founded in June 2022, Sober Powered Media grew from Gill’s personal success story. Her podcast “Sober Powered” skyrocketed from zero listeners to rank among the top 100 mental health podcasts in just two years. This impressive trajectory inspired her vision for a platform where similar podcasts could pool resources and amplify each other’s voices.
The network currently features five prominent mental health podcasts, with Gill operating as the central hub. Her role encompasses multiple business functions—she negotiates with sponsors, oversees advertising campaigns, arranges cross-promotional activities, delivers marketing and PR support to network members, and guides the group’s mastermind sessions.
Gill has developed a diverse business model extending beyond podcast networking. She offers specialized coaching services for podcasters, Instagram strategy guidance, professional writing services, and maintains a membership community specifically designed for individuals who are sober or working toward sobriety.
Her coaching programs serve two distinct client groups: mental health podcasters within her network and podcasters across various categories aiming to expand their audience reach. Meanwhile, her membership community provides a supportive environment for people at different points in their sobriety journey.
“The people in your niche are not your competitors,” Gill insists. This collaborative philosophy has created numerous opportunities and connections that made her network possible.
For Gill, the most rewarding aspect of her work comes through listener feedback. She finds deep fulfillment knowing her podcast serves as a crucial support in people’s recovery processes.
From Lab Coat to Microphone: The Birth of a Podcasting Network
Career transformations often happen when personal experience collides with professional expertise, creating something entirely new. For Gill, the intersection of scientific knowledge and recovery formed the perfect foundation for a media venture that would touch thousands of lives.
Before launching Sober Powered Media, Gill worked as a biochemist in a laboratory setting. Despite her excellent technical skills, impressive scientific credentials, and solid compensation package, she never felt truly at home in this role. Her professional trajectory took a significant turn when she achieved sobriety in 2019 and began applying her scientific background to understand addiction on a deeper level.
“The knowledge I gained about the science of addiction proved so valuable to my own recovery,” Gill explains, describing the spark that ignited her entrepreneurial journey.
On June 25, 2020, Gill woke up with a sudden conviction that this information needed to reach others struggling with similar challenges. She launched her podcast that very same day, despite having no prior experience in audio production or content creation. Her initial recording setup was remarkably makeshift—she conducted Zoom calls with herself to record her first 19 episodes, unaware of standard audio recording methods.
Two years into her podcasting journey, Gill began to envision the possibility of transforming this side project into a full-time career. Speaking engagements at podcasting conferences across the country became the catalyst for her next big move.
“At my first conference appearance at Podcast Movement, a pivotal connection formed when a Megaphone representative suggested I create a podcast network focused on sobriety content, offering assistance with the setup process,” she recalls. “Initially overwhelmed by the idea, I disregarded the suggestion.”
The concept resurfaced months later at another conference where she met an advertising professional who also expressed interest in supporting her network concept. Recognizing these consecutive opportunities as significant signs, Gill decided to pursue the network idea upon returning home. True to her spontaneous approach with her original podcast, she launched into the project with determination and faith in her ability to work through challenges as they arose.
Making the decision to leave her biotech career—with its six-figure salary and quarterly bonuses—required considerable courage. The transition meant accepting significantly reduced income during the first several months while she established the network’s infrastructure. Her husband’s successful scientific career provided crucial financial stability and health insurance coverage during this risky period, allowing her the freedom to pursue her vision.
“While I may never match my previous income level or enjoy regular bonuses, my priorities have shifted,” Gill acknowledges. Financial benchmarks have taken a backseat to personal fulfillment and happiness—metrics that her current path delivers in abundance.
Creator-First: Building a Podcasting Network on Trust and Autonomy
In an industry where traditional networks often prioritize corporate interests over creator independence, Sober Powered Media has carved out a distinctive approach. This philosophy—putting podcasters first—has become not just a business model but a competitive advantage in attracting and retaining top talent in the mental health podcasting space.
When designing her network structure, Gill was guided by a simple principle: create the kind of network she herself would want to join. This meant rejecting common industry practices that diminish creator control.
“Unlike many networks that claim partial ownership of intellectual property, insert their branding onto podcast artwork, or list themselves as co-hosts, SPM ensures podcasters maintain complete creative control over their content,” Gill explains.
Her business model revolves around creating such positive experiences for network members that they voluntarily promote their affiliation with pride. This organic advocacy strategy eliminates the need for forced brand integration or logo placement.
The network’s creator-friendly policies extend to advertising as well. SPM podcasters determine their own ad frequency, select which advertisers they’re comfortable working with, and retain the freedom to promote their personal services whenever they choose—flexibility not typically offered by larger networks.
Establishing the business infrastructure required significant investment. Gill’s startup costs included $795 for LLC formation in Massachusetts, a substantial year-long commitment to Megaphone hosting (with monthly fees varying based on download volume), and $275 for domain registration and website hosting.
“The network’s launch process spanned ten weeks of intensive preparation,” she notes. During this period, Gill developed the SPM website, conducted recruitment conversations with potential podcasters, and configured all shows within the Megaphone platform.
Among the most labor-intensive tasks was placing midroll markers—designated points where advertisements can be inserted naturally into episodes. This technical process required listening to each episode and identifying appropriate transition points for ad breaks. Given that all network shows were well-established with extensive back catalogs, Gill manually placed 856 midroll markers—an extraordinary time investment that demonstrated her attention to detail and respect for content integrity.
“With this foundation established, I now only need to place approximately five new midroll markers weekly as fresh episodes are released,” she says.
Reflecting on her launch strategy, Gill expresses satisfaction with the overall execution while acknowledging one potential improvement: “I might have enlisted my podcasters to help generate additional launch momentum.” Her philosophy on business launches remains pragmatic—while initial buzz is beneficial, sustained post-launch effort ultimately determines long-term success.
A cornerstone of Gill’s growth strategy has been providing abundant free content to build audience trust and demonstrate value. This approach has proven effective in gradually expanding her audience base and creating opportunities for paid offerings.
The network’s launch significantly boosted interest in Gill’s podcast coaching services, bringing an influx of new clients. While her affiliation with SPM enhanced her credibility as a podcasting expert, she attributes her success primarily to genuine care for both friends and clients—an authenticity that resonates with her audience.
On social media, Gill developed an innovative “Sneak Attack” method for content promotion, creating carousel posts based on recent episodes without immediately revealing they’re podcast-related.
“This strategy proved highly effective for follower growth, with individual posts attracting thousands of new followers,” she shares. “However, I recently discontinued this approach due to rampant content theft—competitors were removing my branding and repurposing my material.”
Podcast guesting represents another key growth channel, allowing Gill to reach established podcast audiences while building relationships with hosts. Many of her network members were initially connections made through this collaborative approach.
The foundation of Gill’s business success lies in her generous approach to educational content. When speaking at industry conferences or guesting on business podcasts, she focuses on providing actionable “how-to” information rather than just explaining concepts and benefits.
“This transparency differentiates me from competitors who withhold implementation details behind paywalls,” Gill points out. Her comprehensive free content builds trust, while her coaching services offer an efficient implementation shortcut for those without time to execute these strategies independently.
To maintain visibility in the podcasting community, Gill regularly speaks at major industry events like PodFest and Podcast Movement, creating opportunities for in-person connections with potential collaborators and clients.
Financial Realities and Strategic Pivots: The Business Behind the Purpose
Behind every mission-driven venture lies a complex web of financial decisions and strategic choices. For Sober Powered Media, balancing purpose with profitability has required thoughtful planning, revenue diversification, and an unwavering commitment to values—all while adapting to the rapidly shifting media environment.
Running a purpose-driven media company requires both principled decision-making and pragmatic financial management. While Gill’s mission centers on supporting those in recovery, her business approach demonstrates a sophisticated understanding of sustainable growth strategies and revenue diversification.
“Sober Powered Media has achieved profitability without relying on paid advertising,” Gill notes proudly, highlighting a significant accomplishment in today’s digital media environment.
The company’s monthly operating expenses fall between $1,400-1,500, covering essential services including podcast hosting for the entire network ($650), production assistance from an intern who edits podcast and video content ($600), Circle platform fees for the membership community ($99), email marketing software ($19), Adobe creative applications ($40), and various supplementary tools like Canva ($30).
“Our revenue structure reflects a well-balanced portfolio of income streams,” she explains. “Approximately 30% comes from the podcast network operations, with another 30% generated through monetizing my personal podcast. The membership community for individuals in recovery contributes about 20%, while the remaining 20% comes from a combination of podcast coaching services, writing for WebMD, and supporter contributions via Buy Me a Coffee.”
As the business evolves, Gill is implementing strategic shifts in her content distribution approach. With a substantial Instagram following of 44,500, she’s transitioning this channel into “maintenance mode” to focus growth efforts on platforms with greater long-term potential.
“My priorities now include expanding my email list, currently at 2,500 subscribers, increasing website traffic beyond the current 3,000 monthly unique visitors, enhancing search engine optimization, and building my YouTube channel, which has 2,000 subscribers,” she shares.
Media exposure continues to play a critical role in her growth strategy. Leveraging her skill at securing press coverage, Gill plans to continue pursuing public relations opportunities and podcast guest appearances.
“I acknowledge that media outreach is time-intensive with low conversion rates, but the returns can be impressive when successful,” she says. “An NPR feature in June 2021 doubled my monthly podcast listenership, with most new listeners remaining engaged long-term.”
Early 2023 will mark the launch of “The Grind: A Business Podcast,” expanding her content portfolio beyond recovery topics. This new show will focus on practical business strategies from entrepreneurs who achieved success before transitioning into advisory roles, covering marketing tactics, social media approaches, negotiation techniques, networking skills, and product development.
The entrepreneurial journey has provided Gill with hard-earned wisdom. She emphasizes the importance of building relationships with fellow business owners as a crucial source of guidance that surpasses information available through online searches.
“Among my key lessons: the critical importance of thorough contract review—ideally with input from business peers or legal counsel—and particular vigilance regarding vague language, exclusivity clauses, and problematic terms like ‘in perpetuity,’ ‘irrevocable rights,’ or ‘royalty-free,’” she advises.
Gill also cautions against ignoring reputation warnings in business relationships. “If someone has developed a poor reputation within an industry, it’s generally wise to avoid partnerships regardless of positive personal experiences, as problematic patterns often eventually surface.”
Despite occasional setbacks, Gill identifies several strategic decisions that contributed significantly to her success. She has deliberately focused on leveraging her distinctive strengths—particularly her master’s degree in biology and extensive knowledge of addiction science—which differentiate her content and make her a sought-after expert for media appearances.
“My philosophy of ‘collaboration over competition’ has proven particularly valuable,” she reflects. “Rather than viewing other content creators in the sobriety space as rivals, I’ve cultivated mutually beneficial relationships that have opened numerous doors, including the connections that made my network possible.”
Perhaps most importantly, Gill has maintained strict alignment between her business model and personal values. This included a conscious decision to prioritize accessible, low-cost offerings rather than high-ticket services, despite working with an audience often willing to invest significantly in recovery solutions.
“While this approach extended my path to profitability—taking over two years to generate substantial income—it built exceptional audience trust and personal fulfillment,” she acknowledges.
Gill recognizes that her career transition received crucial support from her husband, whose financial stability enabled her to fully commit to building the business without immediate revenue pressure—an advantage she acknowledges not all entrepreneurs enjoy.
Learning from Experience: Entrepreneurial Wisdom Worth Heeding
Building a successful media business requires navigating numerous pitfalls that can derail even the most promising ventures. For content creators and podcasters looking to follow in Gill’s footsteps, understanding these common missteps—and the practical strategies to avoid them—can mean the difference between sustainable growth and frustrating stagnation.
When observing others in her field, Gill identifies three prevalent mistakes that undermine long-term success. First, she points to the practice of purchasing fake engagement metrics—followers, likes, views, and comments—as a fundamentally flawed strategy.
“While the allure of inflated numbers might seem appealing for creating social proof, this approach fails to address the core skill of creating genuinely valuable content that resonates with actual audiences,” Gill explains. “The superficial appearance of popularity ultimately proves hollow without substance to support it.”
The second mistake she identifies is premature monetization—attempting to convert potential customers too quickly without establishing trust.
“When businesses immediately push sales or consultations upon initial contact, they often permanently alienate prospects,” she warns. “This aggressive approach contradicts the relationship-building process essential for sustainable business growth.”
Third, Gill highlights poor outreach practices, particularly evident in podcast guest pitching.
“Generic, self-serving pitches that transparently prioritize personal exposure over mutual value creation rarely succeed,” she notes. “Effective pitching requires thorough research about the show, familiarity with the host’s work, and a compelling case for how the guest will enhance the listener experience.”
For those at the beginning of their entrepreneurial path, Gill offers three counterintuitive yet powerful recommendations. Her first advice—patience—challenges the quick-profit messaging common in business development programs.
“Rather than rushing to monetize with minimal audience, spend up to a year focused exclusively on building expertise, nurturing relationships, and establishing authority before introducing paid offerings,” she advises. “This approach allows creators to refine their knowledge and better understand audience needs before developing premium solutions.”
Her second recommendation addresses content strategy through the lens of sustainability. While abundant free content proves critical in early stages for visibility and trust-building, Gill suggests gradually shifting the balance toward paid offerings as audiences grow.
“To maintain productivity without burnout, I advocate strategic content repurposing—transforming long-form pieces like podcasts or videos into multiple formats across various platforms, and utilizing tools like Capsho to efficiently create blog content for newsletters,” she shares.
Finally, Gill’s most emphatic advice is simply to begin, even amid imperfection.
“Whether launching an unpolished website, posting awkward social media content, or releasing a minimally edited podcast, taking action generates the feedback loop essential for improvement,” she emphasizes. “Practical experience teaches more effectively than perpetual planning, allowing creators to discover what resonates with their specific audience through real-world testing rather than theoretical preparation.”
Through these insights, Gill offers a refreshingly realistic perspective on content entrepreneurship—one that values authentic connection, patient development, and imperfect action over quick-fix tactics and perfectionistic delay.
Success Factors: Why Did Sober Powered Media Succeed?
Based on the article, several key success factors have contributed to Sober Powered Media’s growth and effectiveness:
- Creator-First Philosophy: Gill built her network around respecting creator autonomy, ensuring podcasters maintain complete creative control and flexibility with advertising—a stark contrast to industry norms that often restrict creator independence.
- Collaboration Over Competition: Her philosophy that “the people in your niche are not your competitors” led to mutually beneficial relationships rather than rivalry, opening doors to valuable connections and partnerships.
- Authentic Expertise: Leveraging her unique background as a biochemist with deep knowledge of addiction science gave her content distinctive credibility and made her a sought-after expert for media appearances.
- Value-First Approach: Providing abundant free, high-quality content established trust before monetization, with a focus on actionable “how-to” information rather than withholding implementation details behind paywalls.
- Diversified Revenue Model: Creating multiple income streams (network operations, personal podcast monetization, membership community, coaching services, writing) provided financial stability and reduced dependency on any single source.
- Strategic Platform Growth: Making deliberate choices about where to focus her content efforts, such as transitioning from Instagram to building her email list, website traffic, and YouTube presence.
- Meticulous Attention to Detail: The extraordinary time investment of manually placing 856 midroll markers demonstrated her commitment to quality and respect for content integrity.
- Value Alignment: Prioritizing accessible, low-cost offerings aligned with her mission of helping people in recovery, even though it extended her path to profitability.
- Innovative Marketing: Developing creative approaches like her “Sneak Attack” method for content promotion on social media demonstrated resourcefulness in audience building.
- Personal Authenticity: Her genuine care for both friends and clients resonated with her audience, creating trust that transcended typical business relationships.
- Patient Growth Strategy: Taking time to build expertise, nurturing relationships, and establishing authority before aggressive monetization allowed for sustainable, authentic growth.
- Action Over Perfection: Her willingness to launch imperfect offerings and learn through real-world experience rather than getting stuck in perpetual planning.
Key Lessons to Learn
- Turn Personal Challenges into Professional Opportunities – Gill transformed her own recovery journey and scientific knowledge of addiction into valuable content that helps others while building a business.
- Creator Autonomy Drives Network Value – By ensuring podcasters maintain complete creative control, SPM created a network that attracts talent through respect rather than restrictive practices.
- Authenticity Trumps Marketing Shortcuts – Gill repeatedly warns against purchasing fake engagement metrics, emphasizing that genuine content and real connections yield sustainable results.
- Patience Before Monetization Pays Off – Taking time (even up to a year) to build expertise, relationships, and authority before introducing paid offerings allows for stronger market positioning.
- Collaboration Creates More Value Than Competition – Gill’s willingness to work with others in her niche, rather than viewing them as competitors, opened numerous opportunities and connections.
- Strategic Infrastructure Investment Matters – The intensive work Gill put into establishing proper foundations (like 856 manual midroll markers) demonstrates how meticulous setup reduces ongoing workload.
- Contract Vigilance Is Critical – Being extremely cautious about contract language, especially terms like “in perpetuity” and “irrevocable rights,” protects creators from exploitative relationships.
- Reputation Warnings Should Not Be Ignored – Gill advises that industry reputation concerns typically materialize eventually, regardless of positive personal experiences.
- Media Exposure Has Exponential Returns – While publicity is time-intensive with low conversion rates, successful placements (like Gill’s NPR feature) can double audience size with excellent retention.
- Diversified Revenue Creates Stability – SPM’s balanced portfolio across network operations, personal podcast monetization, membership community, and services provides financial resilience.
- Value Alignment Builds Deeper Success – Choosing accessible, low-cost offerings aligned with her mission built exceptional audience trust, even though it extended her path to profitability.
- Imperfect Action Beats Perfect Planning – Gill’s most emphatic advice is simply to begin, emphasizing that real-world feedback drives improvement more effectively than theoretical preparation.
- Support Systems Enable Risk-Taking – Having her husband’s financial stability allowed Gill to fully commit to building the business without immediate revenue pressure—an advantage she acknowledges was crucial.
- Free Content Builds Trust for Paid Offerings – Providing abundant free, actionable content established Gill’s expertise and credibility, creating a natural pathway to paid services.
Opportunity Matrix
Founder Background
- Professional Experience: Former biochemist with a master’s degree in biology
- Personal Journey: Achieved sobriety in 2019, applied scientific background to understand addiction
- Skills Transfer: Utilized scientific expertise to explain addiction mechanisms in accessible ways
- Initial Gap: No prior experience in audio production, content creation, or media business
Problem Identification
- Primary Issue: Lack of scientifically accurate, accessible content about addiction mechanisms
- Secondary Issue: Mental health podcasters working in isolation without collaborative support
- Audience Need: People in recovery seeking evidence-based understanding of addiction
- Industry Gap: Absence of creator-friendly podcast networks in the mental health/recovery space
Market Opportunity
- Target Audience: People in recovery or seeking sobriety; mental health podcasters
- Market Size: Substantial audience seeking recovery content and support
- Growth Potential: Expanding interest in mental health content and science-based recovery approaches
- Unmet Need: Collaborative networks for mental health content creators
Competitive Landscape
- Direct Competitors: Other mental health/recovery podcasts and networks
- Indirect Competitors: Traditional recovery resources, apps, and programs
- Differentiators: Scientific expertise, creator-first network model, collaborative philosophy
- Industry Norms: Networks that restrict creator autonomy, claim IP ownership, control branding
Market Research
- Validation Method: Rapid growth of personal podcast (“Sober Powered”) to top 100 in category
- Audience Feedback: Direct listener communication confirming content value in recovery journeys
- Industry Insight: Connections made at podcast conferences revealing network potential
- Ongoing Research: Continuous adaptation based on audience engagement and platform metrics
Business Model
- Revenue Streams: 30% Podcast network operations, 30% Personal podcast monetization, 20% Membership community, 20% Coaching services, writing, and supporter contributions
- Pricing Strategy: Deliberately accessible, low-cost offerings despite higher income potential
- Value Proposition: Creator autonomy, cross-promotional opportunities, collaborative mastermind
- Operational Structure: Gill as operational hub handling sponsorships, marketing, and coordination
Initial Capital
- Startup Costs: $795 for LLC formation, Year-long Megaphone hosting commitment (variable based on downloads), $275 for domain and website hosting
- Funding Source: Personal savings and husband’s income providing financial stability
- Financial Sacrifice: Left six-figure biotech career with benefits and quarterly bonuses
- Break-even Timeline: Over two years to achieve substantial income
Product/Service Development
- Core Offering: Podcast network with creator-friendly policies
- Secondary Products: Personal podcast, Membership community for recovery, Coaching services for podcasters, Instagram coaching, Writing services
- Development Timeline: 10 weeks of intensive preparation for network launch
- Technical Infrastructure: Megaphone hosting platform, manual placement of 856 midroll markers
Marketing Strategy
- Content Approach: Abundant free, actionable content to build trust and demonstrate value
- Growth Channels: Podcast guesting, Speaking at industry events (PodFest, Podcast Movement), Media appearances and press coverage, “Sneak Attack” social media method for content promotion
- Platform Focus: Shifting from Instagram (44,500 followers) to building email list, website traffic, YouTube
- Collaboration Strategy: Mutually beneficial relationships with other creators in the space
Milestones
- Personal Podcast Launch: June 25, 2020
- Network Launch: June 2022
- Media Breakthrough: NPR feature (June 2021) doubled monthly listenership
- Instagram: 44,500 followers
- Email list: 2,500 subscribers
- Website: 3,000 monthly unique visitors
- YouTube: 2,000 subscribers
- New Show Launch: “The Grind: A Business Podcast” (planned for early 2023)
Scalability
- Network Expansion: Potential to add more podcasts to the network
- Content Diversification: Expanding beyond recovery topics with business-focused content
- Operational Efficiency: Established systems allowing for reduced ongoing workload
- Team Growth: Currently employing an intern for production assistance ($600/month)
Potential Risks and Challenges
- Content Theft: Experienced competitors removing branding and repurposing material
- Platform Dependency: Vulnerability to algorithm changes on social platforms
- Network Management: Balancing creator autonomy with cohesive network identity
- Work-Life Balance: Potential burnout from managing multiple business functions
- Industry Contracts: Navigating problematic terms like “in perpetuity” and “irrevocable rights”
Key Performance Indicators/Metrics
- Audience Growth: Podcast downloads, social media followers, email subscribers
- Revenue Balance: Maintaining diversified income streams
- Member Retention: Stability of membership community
- Network Performance: Download metrics across network shows
- Media Exposure: Press mentions, podcast guest appearances
- Monthly Operating Costs: $1,400-1,500 versus revenue
- Content Engagement: Responses to free content offerings