We were lucky to catch up with Marina Castillo recently and have shared our conversation below.

Hi Marina, thanks for joining us today. What do you think it takes to be successful?

Success comes down to the speed at which you can turn thought into reality. One of the biggest mistakes I see entrepreneurs making is standing in their own way: overanalyzing, second-guessing, and ultimately delaying real, needle-moving action.

When I say “needle-moving action,” I mean the steps that directly contribute to growth; whether that’s launching a minimum viable product instead of endlessly refining it, reaching out to potential partners instead of waiting for the “perfect” pitch, or making data-driven decisions instead of relying on guesswork.

Momentum matters. Success isn’t about having the perfect plan. It’s about taking the right action at the right time, learning as you go, and adapting quickly. The faster you can bridge the gap between an idea and execution, the better your results will be.

Marina, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a business consultant and non-alcoholic industry educator, and my work is all about helping entrepreneurs build and scale their non-alc ventures without burnout.

My journey here has been anything but conventional. After high school, I ran away with the circus (yes, really!) while also working on a math degree. After college, I landed a job in a nutritional chemistry lab by day while performing at night. Eventually, performing took over, and I went full-time into nightlife and event production. But in 2019, everything shifted when I got sober. That completely changed how I saw the industry I had built my career in. By 2020, I took an early retirement and stepped away from nightlife altogether.

In 2021, I started managing a kava bar post-pandemic, which is actually where I met my husband. Together, we ran operations, grew sales by more than 20%, and optimized everything we could. But once we had done all we could for that business, we started thinking bigger. We realized that by helping other business owners succeed, we could have an even bigger impact because every thriving non-alc business serves hundreds or even thousands of people in their community. So in early 2024, we started our consulting firm, bringing together all of our skills, experience, and expertise to help non-alc entrepreneurs navigate this booming industry.

These days, we work with business owners in a few different ways. We offer 1:1 retainers for personalized strategy and hands-on support, helping clients with everything from operations to marketing to implementation in tools like Canva, Notion, GSuite and website platforms. We also run group programs for non-alc entrepreneurs who want to learn and grow in a structured, supportive environment. And for those who need more direct collaboration, we provide done-with-you services, like menu design, operations dashboard build-outs, and strategic business planning.

What really sets us apart is that we’re not just offering generic business coaching. We’re providing real, customized guidance for an industry that’s still in its early stages and has a lot of unique challenges. The non-alc space is highly regulated, marketing can be tricky, and many business owners don’t know what they don’t know. We help take the guesswork out of the process, so our clients don’t waste time, money, or energy on things that don’t actually move the needle. And most importantly, we make sure they’re building a business that’s not only profitable but sustainable so they don’t burn out before they even get the chance to scale.

My husband and I are both sober, and that’s a huge part of why we do this. We want to see non-alc businesses thrive because we know how much impact they can have on their communities. Right now, demand for these kinds of spaces and products is way bigger than the supply. There’s no reason for these businesses to fail other than operator error, and that’s where we come in. We help our clients find and fix their blind spots before they become problems because their communities need them to succeed.

After spending years behind the bar, managing teams, and watching business owners struggle through the same mistakes over and over, we knew we had the experience to make a real difference. And that’s what this is all about: helping passionate entrepreneurs build businesses that don’t just survive but truly flourish.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

A big lesson I had to unlearn was the idea that you have to be independent and know how to do everything yourself. The truth is, trying to master every little detail can actually slow you down. The real lesson? It’s way more effective to have a general understanding of every process but hire experts to handle the details. That way, you can focus on the bigger picture and keep the momentum going. When a leader gets hyperfocused on one thing, company-wide progress comes to a halt.

I’ve seen this play out firsthand. Every time I get caught up trying to do everything myself—whether it’s obsessing over a design, over-researching a new tool, or tweaking backend systems—our sales take a hit. But when I step back and focus on leading, strategizing, and actually moving the business forward, revenue goes up. The numbers don’t lie.

Can you tell us about a time you’ve had to pivot?

I’ve been dancing since I could walk, so retiring from performing professionally at 26 was rough. I was convinced I’d be doing it forever. But life had other plans.

In 2019, I smoked my last cigarette and decided to stop drinking. I did not stop because I thought I had a problem (though with hindsight… I did), but because I wanted to be a better athlete. I had no idea that decision would completely change the way I saw the world. By 2020, my eyes were way too open to go back to the life I had before.

When I stopped performing and stopped drinking, I became hyper-aware of how, when, and why I was drawing people’s attention. I no longer wanted to be on stage just for the sake of entertainment. I wanted to be intentional. If I speak, let it be important. If I move, let it be with purpose. If I act, let it be for something bigger than myself. That realization made it impossible for me to keep dancing in the same way. I needed to be clear about what I was contributing to the world before I could put myself back in the spotlight.

I used to think the best way to help people “have a good time” was to be the life of the party. Now, I know it’s about creating spaces where people can enjoy life with intention. That shift, combined with my math-nerd brain and entrepreneurial spirit, led me to where I am now: an Executive Support Consultant for non-alc business owners. And I love it.

But if you had told me ten years ago that this is where I’d be, I would have laughed in your face while ordering another very boozy Manhattan.

Time changes you faster than you think. This whole story might sound like a lifetime ago, but I’m only 30.

Contact Info:

• Website: https://www.marinamars.com
• Instagram: @mocktailswithmarina
• Linkedin: https://www.linkedin.com/in/marinamars/
• Youtube: https://www.youtube.com/channel/UC5Fy1TeP7Ikz34IIr9Ayhdw

Image Credits

All taken by our team