After years of building a successful corporate career in finance, Melissa Armstrong found herself at a crossroads. What followed was an unexpected pivot into entrepreneurship, along with a crash course in uncertainty, personal growth, and discovering what really matters.

In this episode of Hustle With Aloha, Melissa shares her journey from corporate leadership to business ownership, the realities of starting a new business in your 40s, and the lessons she's learned along the way. We discuss career transitions, perimenopause, entrepreneurship, financial awareness for business owners, and why growth often requires stepping outside your comfort zone.

Topics discussed include:

• Making the leap from corporate life to entrepreneurship
 • Starting a business in your 40s
 • Navigating career transitions and uncertainty
 • Perimenopause and changing priorities
 • Financial lessons for entrepreneurs
 • How entrepreneurship changes more than just your career
 • Getting comfortable with being uncomfortable

Connect with Melissa Armstrong:

 • Website & Newsletter signup: https://steadyhandaccounting.com/

 • Podcast: https://nosehablataxes.buzzsprout.com

 • Substack: https://nosehablataxes.substack.com/

 • LinkedIn: https://www.linkedin.com/in/armstrongmelissacpa/

 • Instagram: https://www.instagram.com/steadyhandacct/

Connect with Hustle With Aloha & Alicia:

 • Apple Podcasts: https://podcasts.apple.com/us/podcast/hustle-with-aloha/id1835465180 

 • Podcast Website: https://www.hustlewithaloha.com/

 • Work with Alicia: https://www.alicianagel.com/

 • Instagram: https://www.instagram.com/hustlewithaloha 

 • Facebook: https://www.facebook.com/hustlewithaloha

The holiday season and Q4 crunch are notorious for causing stress and entrepreneurial burnout. 43% of Americans report the stress of the holidays interferes with their ability to enjoy them (APA), and 71% of respondents regret not taking the time to relax (AHA). If you want to run a profitable business and enjoy your life, you need this Healthy Entrepreneur’s Holiday Survival Guide.

Hustle With Aloha's host Alicia Nagel sits down with Manhattan's favorite registered dietitian and women's nutrition coach, Brigitte Zeitlin, MPH, RD, CDN, to deliver actionable, non-restrictive strategies for business owners navigating high-stress holiday periods. Brigitte's "all-foods-fit" philosophy helps you find balance—from the kale to the cookies—by focusing on intentional habits over frantic dieting.

In this episode, you will learn practical tips to stop burnout and thrive:

• Mindset strategies to build resilience to the stresses and the temptations of the holidays
• The Cocktail Cap Trick: Brigitte’s method for setting an intention before a social event to enjoy your drinks without sacrificing productivity the next morning.
• The anti-hangover 1:1 secret formula and two specific foods to eat that stop a hangover before it starts.
• The single most important eating habit that can help fuel focus, energy, and resilience for busy entrepreneurs.
• How to set "polite but firm" boundaries with "Food Pushers" at holiday gatherings.
• Why the 80/20 Rule makes one day of indulgence completely harmless to your overall wellness goals.

If you're ready to stop the hustle and grind and start hustling with aloha this holiday season, this episode is for you!

Resources Mentioned & Connection Links

Connect with Brigitte Zeitlin

• Website: bznutritionny.com
• Online Course: Socially Fit - The self-paced video course for navigating your social life and staying fit: bznutritionny.com/wellness-jumpstart/
• Wellness Shop: Find Brigitte’s approved list of products: amazon.com/shop/brigittezeitlinrd

Connect with Hustle With Aloha

• Apple Podcasts: podcasts.apple.com/us/podcast/hustle-with-aloha/id1835465180
• Learn More About Hustle With Aloha: hustlewithaloha.com
• Work with Alicia: alicianagel.com
• Instagram: instagram.com/hustlewithaloha
• Facebook: facebook.com/hustlewithaloha

Public speaking anxiety holding you back? In this essential episode of Hustle With Aloha, host Alicia Nagel welcomes Sara Glancy, founder of Speak Masterfully, for her top tips on how business owners and entrepreneurs can elevate their public speaking skills. Sara, whose background is in New York theater and improv, shares the surprising techniques actors use to manage nerves, boost their authentic presence, and connect deeply with any audience.

Learn why "preparation is overrated" (and how to redefine it for success!), the power of the pause, and how to use the principles of storytelling to make your talk unforgettable. We cover everything from breathing techniques to the key components of a professional speaking presence. If you’ve ever felt like your nerves sabotage your brilliance, this episode gives you the practical tools to embrace the spotlight and reduce public speaking stress instantly.

Sara’s final takeaway: whether you're an introvert or an extrovert, you have a story to tell, and you just need the right tools to tell it with confidence (or at least seem like you have confidence!).

KEY DISCUSSION POINTS

• Why Authenticity is Key to Professional Public Speaking
• From Broadway to Business: Sara Glancy's Theater Background & The Birth of Speak Masterfully
• "Preparation is Overrated": How to Redefine Your Prep Routine to Lower Anxiety
• The Actor’s Secret Weapon: Using the Power of the Pause for Impact
• The Critical Role of Listening in Speaking: Authentic Communication Hack
• Storytelling Structure for Entrepreneurs: Conflict, Climax, and Resolution
• Quick Fire Tips for Managing Nerves and Improving Body Language
• Sara’s Final Encouragement: Every Entrepreneur Has a Story to Tell

RESOURCES & CONNECT WITH SARA GLANCY

Ready to master your message? Connect with Sara and check out the resources mentioned in this episode:

• Work with Sara: https://speakmasterfully.com
• Complimentary Public Speaking Strategy Session: Book a free consultation with Sara: https://www.speakmasterfully.com/strategy-session
• Recommended Book: Wired for Story by Lisa Cron (purchase on Amazon: https://www.amazon.com/Wired-Story-Writers-Science-Sentence/dp/1607742454/)
• Sara’s Personal Website (Acting): https://saraglancy.com
• Socials: 
  • LinkedIn: https://www.linkedin.com/in/sara-glancy/
  • IG: @speakmasterfully 
  • FB: @SpeakMasterfully 

Welcome! I'm your host, Alicia Nagel, a brand strategist who has helped over 130 brands grow with strategy-first marketing. I learned that the secret to being a thriving entrepreneur isn't about working harder and longer—it’s about working smarter and enjoying the journey.

This philosophy is inspired by Aloha, which means far more than "hello" and "goodbye." In its deepest sense, Aloha is a philosophy of kindness, respect, and connection that reminds us to pause and take a breath (Alo = presence, Ha = breath).

In contrast to today’s hustle culture that glorifies nonstop effort, this show gives you the tools to succeed without sacrificing your well-being.

What You'll Learn on the Show:

- Real-World Strategies to scale your business with intention, not just exhaustion.
- Unfiltered Conversations with smart business minds who balance success and well-being.
- How to use a strategy-first approach to branding, marketing and design.
- The tools to grow your business while staying true to yourself and embracing the Aloha spirit.

Ready to start hustling with heart? Subscribe now so you don't an episode!

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Full Trailer Transcript (For Accessibility)

[BEGIN TRANSCRIPT]

This is Hustle with Aloha, a podcast for entrepreneurs and small business owners who want success without burnout. Here you'll hear insider tips, real world strategies, and unfiltered conversations with smart business minds, all sharing stories and resources to help you grow while staying true to yourself. 

I'm Alicia Nagel, brand strategist, marketing consultant, and founder of Alicia Nagel Creative. For over 17 years, I've helped more than 130 brands stand out with strategy-first marketing and design. Along the way, I've learned that success can come from grinding 24/7, but it can also come from working smarter and enjoying the journey.

I was blessed to spend years living and working in Hawai‘i where I learned the deeper meaning of Aloha. Alo means presence, and ha means breath. Aloha reminds us to pause and take a breath. It's a philosophy of kindness, respect and connection. In a world that glorifies nonstop hustle, aloha reminds us to pause, connect with others, and appreciate.

So whether you’re building your business, scaling your startup, or simply seeking a more balanced path to success, you’re in the right place. This is Hustle with Aloha.

[END TRANSCRIPT]

Did you know that there are different strategies to how entrepreneurs and small business-owners can develop a budget for their company? This is a recording of a webinar on budgeting strategy for entrepreneurs and small businesses given by fractional CFO and founder of Sapphire Accounting, Shlomo Denburg. We will go through various budgeting strategies in detail, with additional commentary and perspective from financial expert Charlie Comparetto, and marketing & brand strategist, Alicia Nagel Creative. 

Unlock strategies to optimize your budget for success in the upcoming year. Whether you're a seasoned entrepreneur or relatively new, our experts will provide actionable insights to empower your financial journey. 

BONUS: Stick around for an additional discussion recorded after the webinar where Shlomo addresses some great follow-up Q's we got after the event. If you want to skip to the webinar and cut right to this, go to minute 52. 

The Entrepreneur Edge series seeks to empower small business owners and set them up for success by sharing insider tips and tricks geared specifically for entrepreneurs on the topics of finance and marketing. 
Shlomo Denburg 
www.sapphireao.com 

Charlie Comparetto 
www.linkedin.com/in/charlie-comparetto 

Alicia Nagel Creative 
www.alicianagel.com 

Entrepreneur Edge Music: Sophisticated (inst) by Paul Werner from Audiosocket 
www.paulwernermusic.com

Thank you to Mike Koenig for the ocean sound effects recording.

As a small business owner, your compay's website should be working HARD for you. It should be an effective marketing and sales powerhouse that is helpful, persuasive, authentic to your brand, gives an idea of what it might be like to work with your company, and provides reasons to believe in your brand promises - so that by the time someone gets in touch via your contact form, they're already a warm lead. But is your current website lazy?? Making you do all the work? Watch a recording of my live webinar designed for entrepreneurs, "Make Your Website Work For You!" In this talk I will share some digital tools that can increase the effectiveness of your website and show you how to use brand strategy tactics to make sure your website has got your compay's back as a persuasive marketing machine. 

This is part of the Entrepreneur Edge series where I, along with financial gurus Charlie Comparetto and Shlomo Denberg, share insider tips, tricks and tools designed to give entrepreneurs a competitive edge. 💻 

For more resources, visit www.hustlewithaloha.com 

Entrepreneur Edge Music: Sophisticated (inst) by Paul Werner from Audiosocket 
www.paulwernermusic.com

Thank you to Mike Koenig for the ocean sound effects recording.

Watch a video recording of our talk on the various approaches to pricing strategy that are geared specifically towards entrepreneurs. Learn how to put these strategies to use for your business immediately and hear examples of how other companies are employing them. 

Who: Alicia Nagel Creative, Fractional CFO Shlomo Denburg, and Financial expert Charlie Comparetto 

Why: Because we are three people passionate about giving back to the entrepreneurial community 

This is part of the Entrepreneur Edge series that focuses on the cross-section of finance and marketing. 
Shared with permission on Hustle With Aloha, a project by Alicia Nagel Creative.

Entrepreneur Edge Music: Sophisticated (inst) by Paul Werner from Audiosocket 
www.paulwernermusic.com

Thank you to Mike Koenig for the ocean sound effects recording.

This is the replay of The Power of Why—a Leaders Level Up workshop led by Alicia Nagel (of the Hustle With Aloha podcast and brand marketing and design consultant of Alicia Nagel Creative) and Helene Scott (founder of UNLOC Visionary Leadership). We presented this workshop in-person, and we did one on Zoom and recorded it. 

Together, we explore what happens when entrepreneurs and small business owners reconnect with their deeper “why.” This workshop is about more than motivation—it’s about building a brand and business that feel aligned, authentic, and energizing. 
You’ll walk away with: 
• Clarity on your unique “why” and how it shapes your leadership and messaging 
• Tools to align your business decisions with what matters most 
• Confidence to show up with purpose and attract the right clients 
• Fresh inspiration to lead and market from a place of vision and integrity 

This workshop is for you if: 
• Your business is growing, but your spark feels dim 
• You’re pivoting or evolving and need to reconnect with your mission 
• You want to market with more meaning and less burnout 

Connect with us: 

Alicia Nagel Creative 
- Website: https://www.alicianagel.com
 - Instagram: https://www.instagram.com/alicianagelcreative 
- LinkedIn: https://www.linkedin.com/in/alicianagel 

UNLOC | Visionary Leadership with Helene Scott 
- Website: https://www.weareunloc.com 
- Instagram: https://www.instagram.com/weareunloc 
- LinkedIn: https://www.linkedin.com/in/helene-scott 

Video footage of attendee contributions and their likenesses have been removed to honor their privacy.

Thank you to Mike Koenig for the ocean sound effects recording.

In this episode of Hustle With Aloha, Alicia Nagel of Alicia Nagel Creative chats with HR consultant Kathleen Gabriel of Gabriel HR to break down what entrepreneurs need to know when taking that first big step of hiring their first employee. Because hiring your first employee can be exciting—but also overwhelming! 

Whether you're debating between a 1099 contractor vs. W-2 employee, wondering what should go in an offer letter, or thinking about building a team the right way, this episode is packed with practical advice for small business owners. 

Topics covered include: 
• Signs you're ready to hire your first employee 
• 1099 vs. W-2 - does it matter? 
• Avoiding common legal pitfalls 
• Why you do need an employee handbook—even with one employee 
• The importance of structure, documentation, and communication 
• How Kathleen’s "Hire Right" package helps entrepreneurs hire employee 1, 2, 3, and maybe even up to employee number 10 
• Hiring friends (and how to do it right) 
• Fractional HR support and virtual assistants 

Learn more about Kathleen’s services: https://gabrielhr.com 
Entrepreneurs can book a free 30-minute consultation with Kathleen on her website. 

Mentioned: 
The E-Myth Revisited by Michael E. Gerber 
https://www.amazon.com/Myth-Revisited-Small-Businesses-About/dp/0887307280/ 

Stay connected: 
• Alicia Nagel Creative: https://alicianagel.com 
• Follow @hustlewithaloha on Instagram or Facebook

Thank you to Mike Koenig for the ocean sound effects recording.

In this conversation, I (Alicia Nagel of Alicia Nagel Creative) interview Nikki Kimura of Web On Point SEO on the topic of getting your Google Business Profile verified as an entrepreneur or small business 

A Google Business Profile (GBP) helps your business show up on Google Search and Google Maps—which means customers can find you, leave reviews, and connect directly with your business. But before your business can show up in local searches, you need to go through the verification process to prove that your business is legitimate and at the address you’ve listed. Without verification, your business won’t appear in search results, which means fewer opportunities to attract customers. 

How Does Google Business Profile Verification Work? 
To verify your business, you must handle the process directly. Google offers several methods, including a postcard, phone or text, email, or the most challenging verification method, a video the business owner must create and submit via Google's system. We’ve got some tips on how to successfully navigate video verification in particular, since it's the most problematic and growing more and more common as a requirement. 

We'll cover things like: 
• Exterior Shots: Film your storefront with clear views of the signage and nearby landmarks. 
• Interior Shots: Show your workspace, inventory, or tools to prove your business is real. 
• Proof of Ownership: Film yourself unlocking the door or displaying branded materials like business cards or vehicle wraps. 
• File site: Make sure the video file is under 75 MB and has a resolution of at least 720p. 

We talk about how it's important to have consistent business information across other online platforms, such as Yelp, Facebook, and other directories. If your name, phone number, or address isn’t consistent, it could derail your Google Business Profile verification. 

Before applying for verification, it’s helpful to build a strong digital footprint. A digital footprint signals to Google that your business is active and trustworthy. 

Once verified, optimizing your Google Business Profile will help you show up in the local map pack (the top three businesses in local search results). Do things like add images of your products, storefront, or team, include business hours and services, and create some posts to your profile. Ideally, you also have positive reviews on Google as well. 

While not a guarantee, Google Ads can sometimes help expedite the verification process. Verified businesses that run ads may be prioritized, especially if they target local customers. So, running ads while you wait for verification might help speed things up. Even a modest ad budget can help with this - not to mention it can increase your visibility and help you reach more customers. If you're a local business, appearing in "the map pack" displays you in the top three businesses in search results, often above paid ads. The best part might be that Google only charges you for ads when someone clicks on them, so you get can get visibility without paying for the spot. 

Getting your Google Business Profile Verified is a great way to ensure your business shows up in local searches and on Google Maps. If you’re ready to take your online presence to the next level by investing in hiring a professional, you can engage Nikki Kimura at Web OnPoint SEO by reaching her via the following methods: 
Website: https://www.webonpointseo.com/ 
Calendly link: https://calendly.com/webonpointseo/noriko 
LinkedIn: https://www.linkedin.com/in/nikki-noriko-kimura/ 
Alignable: https://www.alignable.com/honolulu-hi/web-on-point-seo 

This video is part of a project by Alicia Nagel Creative called "Hustle With Aloha". The philosophy is that a rising tide lifts all ships, so Alicia interviews experts on topics that will be helpful for the entrepreneurial and small business community to know about, focused mostly on the areas of marketing, branding, and design. You can find more videos at www.HustleWithAloha.com. 

Since 2008, Alicia Nagel has worked as a consultant providing branding, marketing and graphic design services to over 130 brands via Alicia Nagel Creative. Learn more at www.AliciaNagel.com

Thank you to Mike Koenig for the ocean sound effects recording.

In this video, I (Alicia Nagel Creative) have a discussion with Boyega Ajayi, CEO/Founder of Bolton Advisory Group, about the role that branding plays in business valuation when owners are planning their exit strategy. This is shared as part of the Hustle With Aloha project. 

When it comes to the value of a company, branding is much more than just a logo or a catchy tagline—it's the way your business presents itself to the world and how it's perceived by your customers. In simple terms, branding is the personality of your business. It’s what makes you different from competitors and what builds trust with your customers. When done right, a strong brand contributes directly to the value of your business by increasing customer loyalty, supporting premium pricing, and building competitive advantage. 

Branding is also a powerful intangible asset—something you can’t touch but plays a critical role in determining the worth of your business. Whether it’s the feeling people get when they see your logo, the trust they place in your services, or the loyalty they have to your products, branding drives long-term business success. 

"Branding is the soul of your business—it’s not just what you sell, but the story you tell and the trust you build with every interaction. It’s what sets you apart and keeps customers coming back." 

We discuss the elements of business value, including: Pricing Power, Customer Loyalty, Market Differentiation, and Risk Reduction. 

Intangible assets—such as brand reputation, patents, and customer loyalty—are just as important as physical assets like machinery or buildings. These intangible elements contribute to a company’s intangible capital. 

Branding plays a critical role in increasing a company’s EBITDA (earnings before interest, taxes, depreciation, and amortization) and expanding its market multiple. 

To understand how branding works in practice, here are three proven strategies that successful businesses use to create and maintain strong brands: Three Lines of Business (Cost to Produce, Price, Perceived Value), the Clock Model (Pre-Purchase, Purchase, Post-Purchase) and the Three Hurdles Framework (Differentiation, Sustainability, Relevance) 

Branding isn’t just about logos and taglines—it’s about creating a long-term relationship with your customers and stakeholders. A strong brand can charge higher prices, retain loyal customers, and stand out in competitive markets, making it a key driver of business value. By using strategies like the Three Lines of Business, the Clock Model, and the Three Hurdles Framework, companies can build brands that not only look good but also deliver real, measurable value to the bottom line 

Learn more about Boyega Ajayi and connect with him on LinkedIn at: https://www.linkedin.com/in/boyegaajayi/ 

Learn more about Bolton Advisory Group at: http://www.boltonadvisorygroup.com/ 

ABOUT ALICIA NAGEL CREATIVE & HUSTLE WITH ALOHA 
Hustle With Aloha is a project by Alicia Nagel Creative that gives away free advice from professionals as well as tools and resources. The idea is that a rising tide lifts all ships, and this is a vessel to give back to the small business and entrepreneurial community when Alicia has time. Find more videos and articles, and learn more about Hustle With Aloha, at: https://hustlewithaloha.com/ 
Learn more about Alicia Nagel Creative at: https://www.alicianagel.com/

Thank you to Mike Koenig for the ocean sound effects recording.

Alicia Nagel of Hustle With Aloha sits down with Brandon Halbert, owner of Halbert Insurance Services, to pick his brain on questions that small business owners might have about getting health insurance as an individual or for their employees. 

Brandon is the owner of Halbert Insurance Services, an independent insurance brokerage. Brandon has been a Florida Native his entire life. He was born in Melbourne, FL, and graduated from the University of Central Florida in 2019 with a bachelor's degree in finance. He is a licensed Health and Life Insurance Agent, with a focus on Group and Individual Health Insurance. Brandon is excited to continue his passion of helping individuals, families, and businesses find quality and affordable coverage. 

Hustle With Aloha is a project by Alicia Nagel Creative, where Alicia shares helpful resources and advice for entrepreneurs and small business owners. 

https://www.hustlewithaloha.com/ 
https://www.alicianagel.com/

Intellectual Property Lawyer at Smith Keane LLP, and I discuss several topics that small business owners should know about legally protecting brand elements such as their business name, logo, website, a workbook for a course, and even packaging. This video is created and shared as part of Hustle With Aloha, a project by Alicia Nagel Creative with the purpose of sharing helpful advice and resources for help small businesses on topics related to marketing, branding and graphic design. 

Topics we cover, include, in this video: 
- Differences between a Trademark, Copyright, and Patent and when each is relevant. 
- Who owns the rights to the artwork when a graphic designer creates something for a client? 
- Is simply putting the year and a copyright symbol in the footer of your website enough to offer protection? 
- What does the process look like to get a copyright or trademark registered in terms of cost, timing, steps, and can small business owners DIY? 
- When it comes to business naming, there is a "Spectrum of distinctiveness" that all names lie within, and some are more protectable than others.
- Melissa tells us why if a business wants to sell on Amazon, they need to have a trademark registration. 
- When does it make sense to seek intellectual property protection in countries other than the USA? 
- How to get in touch with Melissa Spindler at Smith Keane LLP to see what business intellectual property is protectable and what type is appropriate for your company. 

Alicia Nagel Creative: https://www.alicianagel.com/ 
Hustle With Aloha: https://www.hustlewithaloha.com/ 
Smith Keane LLP: https://keaneip.com/

Thank you to Mike Koenig for the ocean sound effects recording.

This video is a discussion about AI basics, and how small businesses can use AI smartly & safely. AI advisor, Keith Nugent, gave this talk a while back and I asked him if he'd give it again to me as more of a discussion - and that we video record and share for the benefit of others. He was nice enough to agree, and we invite you to watch and hopefully take away some helpful nuggets! 

This video was created as part of Hustle With Aloha, a project by Alicia Nagel Creative where I share resources and advice to set up small businesses for success. 
https://www.alicianagel.com/ 
https://www.hustlewithaloha.com/ 

To get a heads-up when new talks or resources are posted or shared, sign up to receive email updates here: https://alicianagel.us17.list-manage.com/subscribe?u=7c6fbdaea0f170dbbf020d309&id=64370276a8 

You're also invited to follow @HustleWithAloha and @AliciaNagelCreative on social media. 

You can learn more about Keith Nugent's company, Camberlion, on his website here: https://camberlion.com/ or find them on social media at @Camberlion.

Thank you to Mike Koenig for the ocean sound effects recording.

In this video, I learn all about how to optimize your internet connection if you're working from home from Adam Orenczak, owner of the IT firm, Onsite. He covers everything from where to put your equipment, what can affect speed, what speeds are good enough for web-conferencing, and how equipment could be helping or hurting your internet speeds. Whether you are an entrepreneur or an employee working from home, internet speed is SO important and the advice in here will be helpful.

This discussion was originally intended to be a group discussion to address the various home internet IT needs of our BNI networking chapter. However, the meeting was scheduled a bit last minute, and no one could make it, so on the fly Adam and I just decided to have a discussion us two, video-record it, and then share it to our chapter later for them to watch at their convenience - and whomever else online might want to watch! As a result the production quality isn't the best, there are no slides, and our conversation is a big meandering. LOL 😂 But the topics covered are still helpful for anyone working from home! Topics we'll cover:

Overview of home Wi-Fi optimization
Explanation of modem set up
Distinction between modem and router, and their functions
Recommendation to plug in the computer to the router for better stability
Discussion on potential Wi-Fi disruptions by various objects
Importance of placing the router high up and centrally in the house
Discussion on the benefits of centralizing Wi-Fi access points
Explanation of how Wi-Fi signals propagate and interact with objects
Importance of checking internet speeds and contacting the internet provider for support
Discussion on upgrading to business-class internet for better support
Explanation of how to conduct an internet speed test and interpretation of results
Discussion on ping, jitter, and their impact on video quality
Importance of having modern Wi-Fi devices for better performance
Discussion on whether to replace the laptop or upgrade the Wi-Fi adapter

Learn more about Adam Orenczak's company, Onsite, at https://onsite123.com/
You can find their company on Facebook and YouTube at  @Onsite123

Find more helpful talks and resources for entrepreneurs at Hustle With Aloha: https://www.hustlewithaloha.com/ 

Thank you to Mike Koenig for the ocean sound effects recording.