Andy Smith 00:00 
A quick disclaimer before we begin, the PEMF podcast does not contain any medical advice and the content provided is for informational purposes only. If you have any health concerns, please visit a healthcare professional. Welcome back to the PEMF podcast. Today we're joined by Alane Pauley, president and CEO of MagnaWave as well as Aura Wellness and VfVe Wellness Club. Welcome to the podcast.

Alane Paulley 00:31 
Thank you. Thank you so much, Andy.

Andy Smith 00:33 
In this episode, we're gonna be exploring PEMF use in horses and livestock, how intensity and application are approached in animal settings and MagnaWave devices. We'll also be diving into PEMF education and support for PEMF businesses, looking into practitioner training, expectation setting and what it takes to build sustainable PEMF business as the industry grows and becomes, well, matures. So before we get into that, for listeners that may know MagnaWave already, the name, or you may not know it personally, how did you first become involved in the business and what led you to stepping into the role of president?

Alane Paulley 01:11 
Okay, so I was a television producer for six years for the local NBC affiliate here in Louisville, Kentucky. I had two young children. My father had been selling and working with low-power PEMF equipment for about six years as well. And he was the one who started Magnawave. So he started Magnawave in 2006. And he had been doing that predominantly just doing sessions like, you know, going out and working on horses. So he was one of the first people in the world to ever put a PEMF machine, like a high-power PEMF machine on a horse. And his business was growing. He started actually going from doing treatments to actually selling the machine. So he became a distributor of the PEMF equipment. And his business was growing. And it was just him and my mom. And I was tired of working nights in television and not being able to see my children. So he mentioned to me that he was, you know, overwhelmed and needed some help. And I said, I'll take the job. So I took a risk, quit my job and started working out of my parents' apartment with my mom and dad. And helping him grow. What he had created was kind of like lightning in a bottle when it came to naming it and creating the PEMF certification, which was really the first one that trained people how to use it on horses. And he had created this online. And it was growing. But, you know, he has a level of service he wanted to maintain. And it was really hard just by himself. And at the time, he was selling like two to four machines a month. And I came on. And the goal was to, you know, keep that motivation up of the two to four. And with both of us working the first month, we were able to sell eight and really because we were able to get back to our customers and really build a pipeline and build a list of customers and start honing in on some of the things that needed to be worked on since, you know, he really couldn't get to everything. And so that was in 2012. In 2014 or 15, we both talked about what we wanted. And, you know, my dad was in his 60s and really wanted to spend some time with my mom where they weren't working, where they weren't traveling for work. And so he said, you know, I'd like to, in the next three to five years, I'd like to not have to be there at the office and have to work. And I had convinced him to allow me to hire somebody. So we at the time, I think we had like four or five employees. And I said, Well, I just my thing is I want to be able to leave and go to every recital, right? Like, as a mom, I just don't want to like be stuck not being a part of my children's life. And so we had both written these things down. And we said, Okay, great, let's make this happen. And it's kind of something I carry with my own employees, like family first, like you are you take your kid to the doctor, you do what needs to be done for your family before anything else. And my dad allowed me to do that and allowed me to grow and really trusted me in the space. And I was able to by 2017, move into president. And that's the year that we decided to begin manufacturing our own PEMF equipment.

Andy Smith 04:29 
No, amazing. It's been a long journey then. So, you know, even even back at 2017, but way before then, before we get to the long before we get into the majority of the rest of the questions, we like to do these quick fire questions. So we'll ask you some questions. And then if you just give us like a couple of word answers and then we will kind of go into a bit more in depth in the rest of the interview, if that's OK.

Alane Paulley 04:50 
Great.

Andy Smith 04:51 
So one PEMF myth you wish would disappear?

Alane Paulley 04:56 
One PEMF myth, I wish would disappear, that they're all the same, that high power, low power, that it's, you know, if you've tried one machine, like one low power machine, and it didn't work for you, that you're not gonna ever use PEMF again, because you lump them all, it's a spectrum, and I just wish people understood that a little bit more, and understood that, you know, the right piece of equipment for you is out there, you can't just rule out every car, because you drove in one and didn't like it, right?

Andy Smith 05:23 
The most common mistake people make when using PEMF?

Alane Paulley 05:26 
They overthink it.

Andy Smith 05:28 
One thing you think every PEMF user should understand better?

Alane Paulley 05:31 
Well, how to talk about it and how to explain what it is, but most importantly, how to talk to the person or the owner of an animal, even, what is happening and what to expect afterwards. A lot of times, what's going to happen afterwards isn't really explained. People don't understand, is this a one-time session multiple times? What am I supposed to feel afterwards? I think that is something everyone needs to understand, how to approach a customer and then how to explain what to expect.

Andy Smith 06:01 
And is stronger always better, yes or no?

Alane Paulley 06:04 
No.

Andy Smith 06:04 
What matters more, do you think, intensity or consistency?

Alane Paulley 06:09 
Consistency.

Andy Smith 06:10 
One thing everyone should do before starting a PEMF business?

Alane Paulley 06:14 
I guess understand their why. Why are you doing this? What is your end goal? I think a lot of businesses start with, I want to make money, or I'm going to do this, and they don't really understand what their end goal is. Is it to work more? Is it to work less? Is it to grow revenue? Is it to help animals, help people? I think you really, more than just a business plan, you need to know what are you trying to do here.

Andy Smith 06:33 
And your biggest tip for someone launching a PEMF business?

Alane Paulley 06:36 
Don't just do a PEMF business, add other things, become a master of your own reality and modalities work well together, learn them, execute them and you be the product, not the PEMF.

Andy Smith 06:50 
And last one, if you could give one piece of advice to someone considering PEMF for the first time, what would it be?

Alane Paulley 06:56 
Try different pieces of equipment. Try and see what works for you. Don't just believe the first company you talk to. There's a lot of really great companies out there. There's a lot of really great equipment. And I think educating yourself. And also, don't get hung up, like you said, is low power, high power, whatever. Don't get hung up in Gauss numbers. You will go down a rabbit hole that is not important. What matters is how it works for you and how it feels.

Andy Smith 07:25 
These are the, you know, let's get into the, let's get into the number of the questioning now. So the, the MagnaWave and the Aura Wellness product lines, they're, they're known for being predominantly like high intensity system. So why did you kind of lean into the high intensity?

Alane Paulley 07:37 
OK, so when we were just doing distribution, that's the type of equipment that we distributed. And the main reason is a couple of things. First of all, in animals, there is some diagnostic ability with the movement. They can't speak. And so when you can very quickly see that they're feeling it and the way that you can see the areas of sensitivity, it gives you a playbook to really communicate with the owner, the trainer, and the medical staff. So I just really enjoyed that part of high power with low power. You don't always get the reaction right away. And it's a little bit more of convincing the owner or the trainer that what's going on, because they don't see right away the releasing. Sometimes they do, but not every time, right? So that, and it kind of became, there was one machine that my dad sold. It was called the, it was the Max. Actually, when I started, it was just the MagnaWave. And then we got a couple more machines. And I was like, we got to name these. They can't just all be the MagnaWave. So we created a name. We called it the Max machine. And it was high power. So we attempted to bring some low power machines on, but because our name was so synonymous with this feeling of a machine, it just didn't really work with our audience.

Andy Smith 09:02 
Do you think there's scope for you guys to ever enter the lower or medium intensity devices so like more, you know, because cost dictates intensity a lot of the time, you know, I know just as much the high intensity usually is more expensive because the devices are just just take a lot more money to put together. So, you know, is there any scope for you guys to move into the lower intensity devices or is it is it not really what you are that one?

Alane Paulley 09:27 
Yeah.  Right there, that one is it's it's closer. It's the closest we've ever gotten to low intensity. You cannot feel it on every setting. Some people cannot feel even on the highest setting on that machine. It's still considered. I guess it's much stronger than like a beamer or a mat, but it is probably the closest that I could get to that. It's about 500 times stronger than them, but still not what you would usually expect. We also have an animal one like that called the spiro. That's like a wearable for horses where it can lay over the back of the horse and you can the horse can keep it on. It has a battery pack. It can run on the horse, but then you can remove it and also target those areas with the traditional attachments that MagnaWaves known for. So yeah, I think we're in that arena. It's just not something that we're known for because people are used to feeling the MagnaWave. I mean the animals are used to that reaction. So we have some machines. Do I think I'll get into mats? No, I just don't think that that's where people come to us for a reason and be good at what you do and do it well. So that's kind of where we've stuck in our lane.

Andy Smith 10:41 
Yeah, no, good. And it's, you  , specialising and focusing on a key area. And for anyone not watching this podcast, the device that you're pointing out is the Nova HD. Is that right?

Alane Paulley 10:50 
Yes so we have the Nova HD and then I have the AuraWave. These are both considered high power units and they're both FDA cleared. So they're the first FDA cleared human devices, high power human devices that are over the counter like clinical, not in the clinic. So we went after the FDA and it was a process of figuring out can we take a spark chamber machine through FDA or do we have to go digital? How does this work? So it was a seven year process of figuring out what to do, but it allowed us to learn a lot about the industry but also reclassify PEMF as a class two device instead of just a class one or a class three. So really these machines have kind of changed the way that I think regulatory in the United States is looking at PEMF as a whole.

Andy Smith 11:45 
And when people hear like high intensity, they often assume like more is better, especially Americans, you know, they're like big engines, big, you know, it's all about power, you know, what's what, personally, what's your kind of take on intensity and where it sits?

Alane Paulley 11:59 
I believe that if you are running a business, intensity matters because of two things. Time is money and the more penetration that you could get, but then also the placebo effect is real. What our brains feel like when you feel something, you feel like you're getting something. Does that make sense? Like going to a massage that you can't feel would be very disappointing for everyone, right? So there is power in the fact that somebody has that mental physical connection between something is actually happening, I can feel it. Now, do you need to have movement where muscles are pulsing and there's no, you don't need to have that. But you can also have high power where they can feel it without that movement. It's about learning and being educated on how to use the equipment properly. I don't see PEMF as something that you can overdo in the sense that you're going to cause long term problems. What I have found and what we found through our journey is that, yeah, you can detox just again, like a deep tissue massage and you can have that her time or reaction. So, you know, staying hydrated is very important. But as a business owner who owns a wellness club, works with humans every day, having that mind body connection is much easier to sell and explain to somebody than them laying on a mat and not being able to feel it. I mean, so it's really about what you're looking for. Are you doing it at home? Are you doing it in a clinic setting? Are you running a business? What kind of results and how quickly do you want those results to happen? But I think, you know, it's not if all you can afford is a lower power device like this one is high power and low power goes very low. This one is about eight thousand, but it's FDA cleared. So you can use like FSA HSA dollars to buy this, you know, there's payment plans around it. But so you get the best of both worlds. But if you want someone to feel it and you're trying to explain to them what it is, there's power in that feeling it.

Andy Smith 13:56 
And let's talk about the kind of horses and livestock area because that's really where PEMF began and it's really where the story began a lot of the time. And it came through that route and now it's becoming way more mainstream in the human application. But Magna Wave's always played quite a big role in the growth of PEMF, particularly when it comes to equine in the veterinary space. So looking back at those early days, what do you think Magna Wave got right in that area?

Alane Paulley 14:24 
So my dad started working on horses in 2003. And what it got right, again, is the physical reaction of the horses. You cannot deny that they love it. Humans are always thinking to themselves, okay, I feel it, but maybe it's not working. Maybe I'm telling myself I feel better. They're always, you don't see that reaction in animals as much or at all. Majority of the time, the placebo effect, if they feel better, they feel better, right? Like I can't make a dog or a horse switch leads any more than anybody else can. But whenever a dog or a horse performs better after the first session, that's because they genuinely feel better. So I think we got right the, you know, my dad taking it to Churchill Downs here in Louisville, Kentucky. He put it in a suitcase, wheeled it to Churchill and started using it. And actually when he first, the first machine he ever purchased was a high power machine and it was for humans. And he put it in a machine and really took it out to the racetrack and everyone said he was crazy, including me. Like I was embarrassed. I'm going to be honest, like the Churchill is such a big thing here. And I'm like, oh my gosh, my dad is like walking around the backside with this machine. But the results and the way that he believed in it and the way the results that first they thought he was crazy, then they thought he was working voodoo. And what he got right was not just handing it off to people. He really wanted to train them on how to read the horse, how to understand the machine. And that's where the certification program changed everything for us because having that that step by step education in, you know, humans, I mean, in horses and livestock and small animal has just given the person who owns the machine the power to confidently go in and use the equipment and communicate about it. Because that's what's important that you can communicate it and use it. You're not using it correctly, you're not going to get the results that you want to get.

Andy Smith 16:16 
Yeah. And when you're working with animals, kind of how much of the PEMF is guided by observation and feedback rather than like fixed protocols.

Alane Paulley 16:25 
All of it.

Andy Smith 16:26 
Yeah.

Alane Paulley 16:27 
I mean, all of it. I mean, you have to learn, you have to understand, I always say, if you're gonna do the first session with the horse, like make sure the owner or trainer is there, cause you know, the horse is gonna react. And first of all, the owner or trainer is gonna be amazed at the way the horse reacts and the way the horse feels. All the times I have been in barns, I mean, so many times the trainer's been like, this one's really mean, he's gonna bite you or she's gonna bite you, she's honoring, blah, blah, blah. Well, a lot of that comes down to pain, right? And so when I go in, I'm like, okay, that's fine. And I'm gonna steer clear, but I'm gonna do the sessions. And by the end, they're laying on, like I have a horse literally putting their head on my chest. And this is always amazing for the owners and the trainers to see, cause they're like, what? Well, you have to be able to read the animal. Sometimes they'll push themselves into you and people at first are thinking, oh, he doesn't like it, he's moving away. But in reality, he wants you to move the coil down or up or over wherever it feels good. So reading the animal, it's really important. In small animals, particularly dogs and cats, they know when they want it, when they don't want it. Horses predominantly always want it. Like I have never had a horse that has not been excited to see us, but when it's small animals in large animals, I mean, small animals, they'll come up and get in the coil and lay down on the machine. And when you turn it on, even when you're doing it, they'll come and sit in your lap, they want it. And then if they're not interested, they're gonna walk away and it's very, it's their unique relationship with the magnetic fields of the earth and their body, that they know when they need it when they don't. So you don't wanna force an animal to get a session if they're not responding positively to it. Very rarely does that happen, but if they get up and walk away, let them.

Andy Smith 18:04 
Yeah. And it's really important point you're making actually, because we get so many people with the feedback, like they bought a system for themselves, they're laying on a mat, they're watching TV, and their animals start gravitating towards them. And it's funny, we normally, rather than getting an update about how they're getting on and how, you know, how their symptoms are, we get pictures of their animals, you know, and they didn't buy a system for their animal. You know, it's like, oh, look, my dog loves it. He's coming up and you know, actually, he's walking around better. And I'm like, yeah, well, how are you doing?

Alane Paulley 18:30 
Exactly. They do better if the animal they love feels better, too. It's really interesting how animals can relate to it. They feel it differently. I'm convinced.

Andy Smith 18:39 
Yeah, yeah, sure. When it comes to the like the practitioner education, because there's a real gray area with PEMF and education, because you don't necessarily need to have it. Or I know some states in America now, they're starting to clamp down, especially in the veterinary area. But because it's so safe, PEMF therapy, you know, it's not like operating a hyperbaric oxygen chamber where, you know, a lot can go wrong. But for you, you know, how important is practitioner education when working with higher intensity systems, especially like when it comes to animals.

Alane Paulley 19:13 
It's 100% safe. It is not, I believe, well, first of all, it's all the misconceptions that we have out there. Like I said in the beginning, people overthink this, right? And so confidence is what we're giving them with that education of understanding the equipment and how to use it and confidence in themselves. It's not necessarily that we're training them because we're worried they're gonna hurt something or do something they're not. What we want them to do is confidently walk into every situation, knowing and feeling that they know how to use the equipment. Even with the meds, people are like, how long? When do I do it? There's all these questions in there. Because we are, especially healthcare in the United States, we are so programmed for a prescription and what we do and how we do it. And we don't really know how to listen to our bodies and do the response of what is working, what isn't working, when should. And your body actually will tell you, and so will the animal's body. So training people how to listen to that, respond to that and have very open and honest, specifically if you're working in a clinic with humans, communication with any of what to expect so that expectations are correct for the customer, for the client, so that they know what is expected and what to do after and how to hydrate. These are the things that we're giving them. It's just confidence in themselves, period. That is what education is. It's confidence that you know the equipment well enough to go out and use it, not only on your own family and loved ones, but on others.

Andy Smith 20:43 
And let's let's break down an example of like workable horses should different parts of the body for example like the body versus the hoof should they be treated at different intensities and if so why because you know you've got all these different applicators different intensities different settings is there a bit of a protocol when it comes to different areas of the body?

Alane Paulley 21:01 
Yeah, absolutely. So lower settings on any soft tissue, you start lower, you slowly move up. When you start seeing movement or areas of sensitivity, that's good. You can turn it down. You don't have to see those, but you want the animal to be comfortable. We look a lot at the eyes and the ears and we teach this in the education. So, you know, what's interesting is horses take less magnetic field than humans. So a lot of times people think, oh, well, I'm going to get this giant machine physically on the soft tissue trunk, you know, part of the horse, they take less strength than the NFL players we work with. And that is because the way that they interact with their environment and their magnetic field is different than the way that humans interact with our environment, our magnetic field. So they don't need as much on the physical body. Now, where they do is when you're talking about the hoof in the bone. So you want to penetrate through a cast. You want to penetrate through wrapping. You want to penetrate and maybe pull an abscess out of that hoof. That's where those stronger machines and that a range of settings is important. Like having a strength machine, that's one setting, you know, there's some out there, but I'm not, I'm not all for that. I feel like starting low and being able to have that, you know, body intensity that feels good and it works for that animal is great. And then being able to do stronger settings on those hard areas like bones and hooves and, you know, people too, you're not going to feel it in your wrist, in your hand, the way that you feel it on your back and your stomach, right? Like there is difference based on, you know, how the machine functions. But to me, it is, it's very important to have that range so that especially if you're in business, especially like a lot of people are like, why do I need a bigger machine that has all of these settings? Because when you're in business, you're going to come up with a whole bunch of different things. You're going to have animals who are, you know, more sensitive animals who are less sensitive. I found it's extremely interesting, Andy, with the fascia in pigs and dogs, the research that we found in the way the fascia responds for pigs and dogs and the neurological function that changes in them. And we have some veterinarians who are doing a study right now, and we're actually presenting that at MagnaCon in June. It's interesting. Like you would love this type. If you're in a PEMF, that's the name of your podcast. Obviously you get it. Like it's cool to see that they actually respond to higher magnetic fields than the horses do. And the results are incredible. So yeah, I guess you want those ranges to deal with anything that pops up.

Andy Smith 23:34 
And are there signs that, you know, somebody's actually using a system on an animal. Are there signs that you encourage people to look out for that a practitioner should respond to? Maybe it's too strong for them. And also, you know, are there any situations where you advise not to use PEMF at all on that animal?

Alane Paulley 23:54 
Um, I think just, you know, if I don't think anybody who has no experience with a large animal, like horses or bulls should be using this equipment on those animals. I think that the people who you need to have a relationship and understand these animals first before you add, you create a PEMF business, like to go out and be like, I have no experience with horses, but I'm going to start a magnet wave. Don't do that. You know what I mean? Like go to a bar and volunteer learn how to be around the horses before you step foot into doing any type of modality on an animal. Um, so I encourage because when you do that, you know how to tell if a horse is pissed off. You know what I mean? Like you're going to know if they're uncomfortable or they don't want it. Um, it happens rarely, but sometimes it has to do with fear. I mean, they're prey animals. So it has to do with fear of what is this attachment? So, you know, walking up, introducing yourself, you're a new person, showing them, letting them smell the coils before we go through all of that so that you better understand if this is a fear response or an uncomfortable response. But no, I don't think there's there isn't a setting or or something that would let that I would discourage them. But when it comes to not using the machine, um on animals, right? That's what you said. Um well, first of all um EPM in horses, I would never say don't use it. But again, let's talk about expectations like when you have EPM in an animal and um you are trying to work that out of a horse that can present in different areas very much like Lyme disease does and uh when that parasite is in the body, if you are doing this, you could move the parasite around just like running can move the parasite around in the body with blood flow. So you want to know that a they finish their full course of medication um to kill the parasite and B that you stick with a very um along the full treatment plan of like twelve sessions so that you can work that parasite out of the body. Um but if you go and you do one session and let's say there was some lameness on one side of the horse, uh the horse has EPM you do one session and now the lameness is on the other side of the horse because you're moving that parasite around, they're going to be upset if they oh now you're making it worse. So I think that conversation and knowing the expectations around things like that in Lyme disease very important. Um and yeah pregnancy I I wouldn't work on we haven't done any studies on pregnancy. I I I have been pregnant. I've had three children. I use the machine on my legs when I was pregnant um because I I felt like I could do that for myself but I would never tell anybody else to do anything with pregnancy on anybody else because um or even an animal unless it was a life or death situation like I don't think that you shouldn't mess with the gift of life and the body's reaction with any modality if we can't even eat you know uh Subway sandwiches and soft cheeses then let's not put uh a modality that hasn't been studied on the body uh while they're pregnant. So um I guess that would be my one that I would um I mean in humans there's a few that I would uh be concerned about but in animals there isn't much that I would not do. I would try pretty much everything.

Andy Smith 27:04 
Mm-hmm. We often get practitioners saying to us, like with human applications, that they're using PEMF as almost like a diagnostic tool. So, you know, they can use the paddles and they can scan the body and they can find areas of pain. But obviously with humans, you can get them to talk back and communicate. So do you suggest using, you know, PEMF the same way for animals? You can use it as a diagnostic tool and kind of what are you looking for when the animals are feeding back? Where's the area of pain? Where can you, you know, find those areas and what would you do with that information?

Alane Paulley 27:40 
Okay, so first of all, this is a great question because this is why the veterinary industry at different states in the United States is cracking down. Because if you are a magna way practitioner or a PEMF practitioner of any kind and you're working with animals and you walk into a barn and somebody says, oh, this horse has laminitis like a veterinarian says that to them and then you go in and say, no, my machine is showing, okay, like we're not practicing medicine, we're not diagnosing anything at all. So that has a lot of times these people who have multiple modalities, maybe they have lasers and PEMF, it's not necessarily just the PEMF, but they're going in and they're recommending not going through with the medications or the surgeries that the medical team has recommended for that animal and trying something else. That's not a good look, okay? And no veterinarian is going to want that to happen. So first of all, we've teamed up with the AOPP, which is the Association of PEMF Professionals. And we have really want to create like a standard test where we teach people how to speak about this, how to work with their veterinarians. MagnaWave has a mobile app and we actually can, it's got like a picture of a horse, a picture of a pig, a picture of a cat, whatever. You can drop the pins on what we call areas of sensitivity. So that means when you're scanning over the horse, you could see on a low setting on like a one or a two, you're getting movement. If you're getting movement on a one or a two, majority of the time there's some inflammation there and there's some area of sensitivity. So what we encourage our practitioners to do is mark those spots, send through the app, you could send a text or an email to the medical team, to the veterinarian, to the trainer, to the owner and say, this is the area of sensitivity that I've seen. So that they can use that as their diagnostic tool. And we are teammates with them. We are not better than any type of veterinarian or anything. We are not competing with veterinarians. What we are is we're like a X-ray tech, right? Like an X-ray tech knows if your bone is broken, but they don't say that. They show, they mark the areas and they send the reading over to who's reading it, right? Like the doctor who does those type of diagnosis. And that's the way I look at it is this is a tool that should be part of the whole horse or the whole animal care. It should not, you should not be in any way, shape or form using it diagnostically if you are not a doctor.

Andy Smith 30:10 
That was a good shout out there. I just want to mention AOPP, like you said, that, you know, people that are listening to the podcast, if they want to get an accreditation, there's that's another route to go down. We had the founder on here doing an episode. You can rewind to that one. And yourself and myself are on the PEMF con last year giving talks. So, yeah, check that out. Anyone that wants to get it's great.

Alane Paulley 30:33 
And I do want to say they are working on their transitioning to a nonprofit. So this year, they will become a nonprofit. And I spoke with Jerry and Lauren about that recently. I was very pleased to hear that they were doing that. And it's allowing them to really get some grants for some research. So what they are doing and bootstrapping, I think every practitioner should go through their training and or support them, or any manufacturer or distributor. We really need to regulate ourselves before we get regulated by any type of authority. If we're not regulating ourselves at some point, there will be regulation that will be forced upon us.

Andy Smith 31:19 
Yeah, so that was a Dr. Jerry Dreeson, isn't it? That was our episode with them. So, yeah, listeners can scroll back, listen to that one and get signed on to that. It's amazing. Just back to the horses, serious leg injuries can be life threatening for horses. So how can PEMF help with a horse recover after a break or a fracture? It's a kind of a big hot topic.

Alane Paulley 31:41 
Absolutely. First of all, PEMF can absolutely help. What we have seen is the high-intensity PEMF penetrating all the way into the bone marrow. We have done case studies and clinical trials with veterinarians where we've done things like regrown a hoof, which is incredible, where we have actually cut bone healing in half. What was eight weeks is four weeks. We've penetrated through the cast. PEMF in the FDA world for humans was considered a class 3 bone stimulator. When I started my FDA journey, that's what PEMF was either a class 3 bone stimulator, which means you have to be under the care of a doctor to use it. It's prescribed. That's what class 3 means. Then there's also class 1, which is low power, which is just a massager. Those were the two classifications. PEMF has been widely recognized as a way to heal bones in animals and people. What's really important to remember is that you're not just working on the area that's injured, that you're working on all four legs because a lot of good horses have died because of things like laminitis or breaks where they were compensating on the other leg. The healthcare team was so focused on the broken one or the injured one, and they didn't work on any of those other legs for compensation. Then that other leg went down. If I could give any advice, it would work on every leg when you're working on any injury on a horse.

Andy Smith 33:10 
Mm-hmm and people are quite surprised by how much PEMF is used in livestock So I see images of this and you know, you think like you just assume PEMF is going to be used on horses or you know pets But why are people using like Magna wave on pigs cows sheep balls and and like other livestock animals?

Alane Paulley 33:29 
I want to say that, you know, we got FDA clearance this year, or in December of 2025. And you would think that the human market would be my fastest growing market for Orwell. By far, livestock and show stock has outpaced anything that I ever imagined. So for pigs, well, first of all, in the United States, you have to understand that we have this incredible thing called 4-H, show stock, we have show animals. So these are, sometimes it's children, sometimes it's adults, these animals are bred. And they do very, like a dog show, but for pigs and llamas and cows. And it's extremely competitive. There's some very big cash prizes. And it is the way that the animal walks is taken into account, like the movement of the gate, the shininess of the fur, the way they move their bodies. So all of these things can be affected by travel, by pain, by inflammation. So what we found about, I guess 10 years ago is that I really had my first phone call. Like I called me, he was like, I have never placed in a pig competition ever, swine. And I won, I won, you know, this $150,000 prize. And the only thing I did was MagnaWave before. And he was like, I am, this is incredible. I want four of them, you know, like he was just blown away. So we realized very quickly that we could help the gate be more smooth than the pigs. And that is a very high point value part of these shows. Same with cows, but incredibly, our biggest growing industry right now is dairy. So I noticed when I was breastfeeding that mastitis is something that happens, right? It's an infection within the breast that is very painful and causes, you can't breastfeed, it's horrible. So I was prescribed some antibiotics. And of course I didn't really want to do that. So I used the MagnaWave, which is an animal device on myself, and it cleared up my mastitis in an hour. Like it was unbelievable, right? Like I went from being severe pain to thinking I had to take medication for two weeks and not be able to breastfeed out of that breast to functioning, feeling better, feeling it pass out of my body. And I thought if this works for me, how would it work on dairy cows? You know, so I sent a machine up and did just a preliminary study with a guy who's in Indiana and his results were incredible. And so the last four years, we have been doing research at different universities on not only the dairy, like can we keep mastitis away? Yes. Can we, if it's already in the animal, can we lower it? Yes. In one seven minute session, can we, that can negate the need for antibiotics? Yes. We're seeing that as well. And then we're also seeing that as zero effect on the milk, which we also have done that entire study to show that the milk is just as good with when they're using PEMF. Because a lot of dairy farmers, the proteins, the mastitis shows up, they have to dump that milk. They can't use it. It's very painful for the cow and there's antibiotics that have to be given. So yeah, the dairy industry is something that this could be a big, a really big change, specifically in Europe where, where antibiotics are not as accepted, where the, where the food industry is much more heavily regulated. In the United States, we say we care, but I don't know. Do we? It's up for grabs. But, you know, sometimes the easier thing is just to give a shot. Where in Europe, I've seen that the dairy industry as a whole is just more receptive to outside options that don't require them to jump through those hoops with medications. And yeah, it's, it's, I think that is the, the frontier for MagnaWave is moving into animals as food.

Andy Smith 37:19 
That was a really good education for me actually, because it's just interesting to see how it's using livestock. But even down to keeping the businesses.

Alane Paulley 37:28 
If you want to read them, we have them on there. I'd be happy to send them to you. But it's extremely interesting how we are able to work with that. I mean, it really blew my mind and it increases milk supply. I mean, who doesn't want more milk from their dairy cow?

Andy Smith 37:41 
Exactly. So the investment of advice can ultimately save and make the money longer term. So it's it makes sense.

Alane Paulley 37:48 
Yeah.

Andy Smith 37:49 
Let's talk about the PEMF business side of things. So to move away a little bit from the animals and the livestock. You do a lot of work supporting people who want to build PEMF businesses. And so can you explain what Magnawave education and certification pathway actually like involves?

Alane Paulley 38:05 
Yeah, so we have about 30 modules of education that is included with the machine that goes through humans or that goes through animals and of all types and we really give them the keys of like what forms do I need, what insurance do I need, how do I market, like all of the things that really to be honest as a business owner that I screwed up on. Like I learned very hard like what to say, how to say it, what marketing materials worked and so I work very hard to provide you know to provide a lot of the marketing services like okay let's say you want business cards or you want logo design or you really want to look professional right out the gate, that's what Magnuway is really good at providing for people and getting them again confidence in the machine and themselves to walk in because nobody wants to come in and meet somebody for a session and then be like uh well um okay I don't let me see what I don't know where to put it like you're done right like we're out I don't believe in you you don't know what you're talking about I don't know what this is and you don't either. You have to be able to speak confidently and you have to feel confident in what you are doing so um we give that to people and we also give them the materials they need to get started pretty quickly and get the insurance and the liability side worked out and that's that's very important to me um we have an event every other year it's called Magnicon um you guys should check it out it's in it's open to the public you do not have to be a practitioner anybody can attend it's virtual and in person here in Louisville we have about 500 attendees it's three full days of training we talk about hyperbaric we talk about PEMF we talk about red light we talk about we bring a horse into the hotel and do full hands-on training we bring pigs down we do full pig training small animal training human training and it's a um I found that people leave that so jazzed up and ready for their business to grow because they don't feel so alone starting a business can feel very isolating and um you could feel very intimidated and taking that leap on its own is scary so we've built like a community of practitioners who support each other and you think all right this is how we can all the the better that the person even in your in your city does with PEMF the better you will do because people are always thinking oh we're competing you're not you're not competing because nobody knows what this is let's be honest andy nobody knows what this is i mean we are one of the largest PEMF manufacturers in the world we're in Louisville Kentucky and my neighbors have no clue what i do they don't you know like we are just on the cusp of people figuring this out right like we are growing not just magnitude just PEMF as a whole they're like pia what so um yeah you need to when you're going into business uh feel the confidence and be prepared for whatever comes along.

Andy Smith 41:01 
Mm hmm. What do you think people most underestimate when starting a PEMF business? So they're like, you know, first off, they need the education. But what do you think they're underestimating at that point?

Alane Paulley 41:13 
So a lot of people will say, I'm going to get a machine and I'm going to, it's going to grow because it works. I bought a machine for myself. My results have been amazing. So I'm going to get this. And I'm going to, it's just going to grow because it doesn't know business works like that. Like you can't buy a tanny bed, put it in your living room and expect people to show up to tan. Okay, they don't, they don't have no clue that it's there. So marketing, they don't know how to market and they they'll put like these really long, oh, done it as science things on social media. I'm like, what are you doing, Sarah? Like, no. So it's all about how to get customers and how to work a lead. Like this is just like any other business, like you have to keep though they will. I mean, there was time, it's so funny, like there was times where I would help people. And they'd be like, well, I got four people who messaged me, but nobody responded when I messaged back. And I'm like, well, did you call him? Did you email? Did you? Well, I reached out once and they never, they never called me back. I'm like, what? You're not a busy person. Like as you have to reach out multiple times, you have to give them valuable information. You have to keep I mean, nobody is beating down the door unless they are really ready to try it. So you have to get out there and inspire them before they can digest any information. So inspiring someone to be interested in this and wanting to learn. But if you're just giving them information, and they're not inspired. So I think they just underestimate the work that goes in with growing a business and, and really marketing and selling because that's what you're doing. You're selling not only the service, but you're selling yourself, you should be the most educated PEMF practitioner in your area. Right now, you should have the AOPP, the your the training that your machine comes with, you should be as educated as possible on all the add some other modalities and create a wellness, you know, thing that's unique to you. I don't believe in just doing PEMF. I think that that is great. It works. Don't get me wrong. But you need to understand the anatomy of the person or the animal you need to understand. So learn, learn, learn and market your wellness techniques and your abilities as well.

Andy Smith 43:27 
Mm-hmm. And when it comes to offering just like just the PEMF, obviously you talk about other modalities, but focusing on the PEMF at the moment, do you think like single sessions make sense or is it better framed as like a longer term approach like packages and programs?

Alane Paulley 43:41 
I am a big believer in packages. So I always say like, do you take one Tylenol and never get a headache ever again? No. You could get rid of the headache at that moment. So one session could make them feel better. But again, specifically with high intensity, well, and with low intensity, there's three things that's gonna happen. One of three things is gonna happen after a session, right? After you have any PEMF sessions. One, you're gonna feel nothing, okay? After the session, you're gonna feel the exact same. Two, you're gonna feel so much better that you're amazed. Three, you're gonna feel worse, okay? So one of those things is going to happen no matter what. Specifically, if you have a metal, like buildup of heavy metals in your body, if you've been on a lot of medications, you've smoked, you've drank, you're detoxing, a lot of that out, right? So there is some, that can happen. And explaining to a customer that, hey, we're gonna do this first session and we're gonna see how you feel, but you have got to commit right now to at least doing five. Like we are gonna do five. Because once I know after the first session, how your body responds or how your animal's body responds, that's gonna allow me to tune in and really make the next four sessions perfect for you so that we really start seeing inflammation reduction and seeing results. Like this is not a, you know, you can get one massage that feels good, but regular massages work. You can work out once and see some energy and see it feels kind of good, right? But that's not gonna do anything long-term for your health. The true power of PEMF is regular sessions, just like you take eat healthy and you work out. You should be doing this every day before you're injured, before there's a problem, or at least two to three times a week right now for better mitochondrial function, period.

Andy Smith 45:28 
And what, in your opinion, makes for an effective first demo or introductory session? So how would you first introduce that?

Alane Paulley 45:35 
Well, see, again, it's easier with high power to do that, right? Low power, they're laying on a mat and they may feel it. They may not. They are going to make a decision at some point during that process, whether they believe this is working or not. Okay. Um, I believe a good first session involves taking the coil, placing it on the body, moving it around on their body, um, and turning it up slowly so that they can really start feeling the machine and that it's comfortable. Some people that's a four, some people that's a 15, I don't know. Um, and then, um, really letting them feel it and move it around themselves and get an idea of what's happening. Um, and then get immediately within 12 hours, getting that follow-up of how do you feel what's going on? Um, to me, again, it's much, much easier when the customer could feel it. Cause that description of what's happening to them is so much easier. And then to say, they like it. Every, everyone is like, that's weird. This is weird. It feels weird. Their closest comparison is Eastim, um, electrical stimulation. And it's not that, like, that's, that's like, you know, saying that, um, you know, riding a motorcycle is driving a Porsche, like it's not the same thing. Um, and so feeling, uh, PEMF and feeling it on your body is something that I believe everybody should do because it's amazing, um, how it feels and the, and the way your body reacts, but also I think that it's, it's, it's just about being able to sell it to them and explain it to them on what to expect is much easier when you could feel it.

Andy Smith 47:07 
Mm hmm. And what, in your opinion, separates a good practitioner from a great one.

Alane Paulley 47:13 
listening. A great practitioner listens more than they talk.

Andy Smith 47:18 
So after a session, so protection has done a session, how should they then be following up with the client's expectations properly and maintaining the trust after that first session?

Alane Paulley 47:30 
Yeah. So I always, I like to do a consultation at my Wellness Club where we ask some very basic questions and get to the real root of why they came in today. I think that's the question that we want to know. Why now? Why now? What else have you done? What else have you tried? And why, what is, what has gotten so bad that you're willing to try something like this? Because you may have noticed this too. By the time people find PEMF, it's usually because they have tried so much other stuff and they're miserable or they've not, they are looking for the relief that they need. And someone they know or trust has told them about this. It's not a Google ad. Okay. It's just not period. It is you have to trust the person who's telling you or the video you saw or whatever. So I think doing that intake forum, understanding their why and what they want, what the end goal is for them. And then you say to them, okay, I believe that we need five sessions, 10 sessions, whatever it is for us to get to where you want to be. How much have you already spent on doing therapy or tried to fix this? Probably hundreds of thousands of dollars. You know, they've spent lots and they said a lot of time. So what if I could tell you that 10 sessions is going to, is going to, we're going to know and be able to affect the problem that you have. Would you do it? And they would say 1000%. If you go in with that expectation and then you say, okay, you set the times of the follow-up and you set, you schedule those next sessions. You don't let somebody leave after their first session, say, I'll call you tomorrow and we'll set you up. No, you say, all right, Steve, I'm going to meet you. I'm going to call you tomorrow at three. Does that sound good? Great. Let's go ahead and schedule your next four sessions. It how's Tuesday. That is effectively being the leader, having the confidence and going in and leading the conversation from the beginning and not allowing the customer to lead it and showing that you're the expert. That's how you have to do it.

Andy Smith 49:26 
Mm hmm. And kind of finally, my final question on the on the business side of things, you've touched on this, but what advice would you give someone trying to build a sustainable PEMF business rather than just a short term one? So what's your kind of top tip on sustainability, you know, keeping it going for longer?

Alane Paulley 49:43 
Well, make sure that you buy a machine that can be around for longer, you know what I mean? Like check the warranty on it. You know, I know people who are trying to cut corners and get Chinese machines or whatever, and then they're like, well, I got started, and I don't know, well, I broke, well, okay, you know, working equipment helps. Second of all, having really strong education and confidence and knowing how to follow up, how to build your list. I mean, this is something that my father drilled into my head that every book I've drilled into my head, we are at a time right now where you've got to, you know, build your list, you know, get a list of clients, put them in a software, follow up with them, bring on new modalities that work, that have clinical research. And, you know, I think really, a lot of times people don't believe it. So having a machine that has some research behind it, like actual clinical studies, that's important. And being able to have the confidence to speak to those, and don't, the best, the second best thing to hear when you're trying to get somebody to try, PEMF is the word no, okay? You want them to tell you, I'm done. Like, great, perfect, I'm moving on to somebody else. And so it's the yeses, I mean, the maybes that kill you, because you keep following up with them and hoping that they schedule a session. So, you know, really build your list, qualify your leads, and a lot of the time, it's not gonna be doing sessions in the beginning, it's going to be building your business. And you have to be able to put yourself out there, whether it's videos, you can't just share the videos that the company shares, you've gotta be able to put yourself out there and have that confidence. And if you don't have that, you're never gonna build a successful business.

Andy Smith 51:25 
And you and I are in a really exciting business at the moment because you know PEMF is finally kind of seeing this boom and you know it's just becoming so much more mainstream so much more talked about now and people are finding the results and it's amazing so. For you looking ahead what excites you the most about the future of PEMF not just for magna wave but you know the industry as a whole.

Alane Paulley 51:46 
Okay, for the FDA to reclassify PEMF as a modality as a class two device, which means that it actually does have real outcomes, like this machine is not just a massage device, like for them to say that and say, Oh, wait, we have clinical outcomes here. And this machine can be used at home. To me, that is huge for every PEMF company. If I was out there, I would be working to get classified the same way. Because that A, it opens up to insurance billing, B, it allows the customer to really for us to walk into doctor's offices and have proof that this machine is as actual outcomes and it works. It's not just a massager. And that's exciting to me because I think that it brings some validity to the modality as a whole. And of course, I'm excited because we're FDA cleared in those areas. And I feel like having a consumer device that's FDA cleared is, it's something that I've fought for. And I, my thing is this PEMF works, you know, it works. And nobody, so many people are suffering. So many animals are suffering. They are out there. They're told that drugs and surgery are their only options. And my entire life's mission is to make this technology more accessible. I want everyone to know about this and try it because it could change your entire life. It could change the trajectory of how you live. And that is something that there's not a lot of medical equipment that could do that. So whether it's from me, whether it's for somebody else, like try PEMF, be open minded, you know, test drive some different machines, test drive some different ways of using it, get out there and use it because we're in a time of longevity. We are going to live longer than we've ever lived before. And this is a tool for that. And now that you can actually get one at home, and there's no reason not to. It's skeptics that don't and that's fine. But like you said, I'm excited. People are hearing about it. They believe in it. And I think we can help a lot of people.

Andy Smith 53:52 
Amen to that. So, you know, thank you, Elaine, for, you know, joining the cause, you know, actually say joining, but you were there before me, you know, you actually joined the fight of PEMF way before I did. But it's all about education. It's all about us talking and having these conversations, telling people, showing people how much it helps. So, you know, thank you for your time and dedication to this. And, you know, we're starting to really finally see that. But where can people find you? You know, if people want to talk to you, if they want to talk about the product, MagnaWave or Wellness, and also just drop in that MagnaCon again, you know, if you've got any dates for that, when is it, where is it, all that sort of thing. So, yeah.

Alane Paulley 54:32 
So, okay, if you want to find me, you could go to oral, A-U-R-A-W-E-L-L dot com. That's our human line website. MagnaWave, P-E-M-F dot com is our animal site. My wellness club is Vifi, so that's V-Y-F-Y. The website is V-Y-F-Y-K-Y dot com, so K-Y is Kentucky, so V-Y-F-Y-K-Y dot com, that's my wellness club. I have a podcast as well. You should come on it. It's called The Energy Exchange. You can go like that on where social media and podcasts are found. And MagnaCon is Magna, M-A-G-N-A-C-O-N dot com. It is here in Louisville, Kentucky. It's June 10th, 11th, and 12th. Three full days of education. Virtual tickets are on sale now. In-person tickets are on sale. We are almost sold out, so get your tickets. It's right here in Louisville at the Marriott East. All the information is on MagnaCon.com. And if you are a practitioner or you are interested in PEMF at all, this is a really great place to come because you can virtually watch it. I give away $150,000 worth of product to just the online people who are watching, so there's a pretty good chance you might win something cool. So I come here from other distributors, manufacturers of all sorts of different wellness equipment and just learn about the modality as a whole as much as you possibly can. You can also follow me. I'm on Facebook and Instagram and all the things. It's Alain Pauli. And yeah, I think that one of the things I want people to keep in mind is that if you're ever working on looking at PEMF and you're talking to somebody and they're bashing another machine, they're not the people for you, look for companies that sell what they're doing and how they do it and love the modality because those are the ones that are going to be around for a while.

Andy Smith 56:22 
And you was on Biohack Media's documentary of Amazon Prime, wasn't you? Yeah. Yeah. So, yeah, that's another thing that people can check out. Yeah. Go on to Amazon Prime, look for documentaries, and it's called... It's Bihack Media, isn't it? Was there a... It's Biohack Media.

Alane Paulley 56:38 
It's biohack yourself. Biohack yourself.

Andy Smith 56:39 
Yes. That's it.

Alane Paulley 56:41 
Yeah. I was in the first, I think they have another one coming out, but I was in the first round of that program and yeah, it's really good. There's actually a Biohack TV as an app that you can download on any smart TV. My dad did it. It's got tons of videos. We have like over 3,000 educational videos on our YouTube channel as well.

Andy Smith 57:02 
Mm-hmm and by hack yourself media launching she healed shield this year, which which I'm actually in so I don't know the dates of when that's actually being released But the premieres this May so hopefully hopefully not too long now. So keep your eyes peeled for that Yeah, thanks again for listening today's, sorry go on.

Alane Paulley 57:21 
No, I love them. It's great what they're doing and how they're spreading the message awesome.

Andy Smith 57:24 
No, those guys are really rocking it. Thanks again for listening to today's episode. If you enjoyed it, please subscribe, leave us a five-star review for all your favorite streaming platforms. It really helps us bring more guests like Alane Paulley to share their knowledge with you and share the love of PEMF therapy. So thanks again for your time today, Alane.

Alane Paulley 57:42 
Thanks, Andy.