We were lucky to catch up with Natalie Goodman recently and have shared our conversation below.

Natalie, thanks for taking the time to share your stories with us today Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Western Wellness Social Club started in one of the most unexpected seasons of my life. After leaving a toxic relationship, I found myself back in the saddle—literally—and completely fell in love with horses again. I got my own horse, Rorschach, and after a solo trip to Montana, I caught the line dancing bug. Somewhere between the barn and the dance floor, I realized that these two incredible communities rarely overlapped—and that so many people curious about Western life had no idea where to start.

I’ve always been passionate about wellness, and the Western world brought me more healing, joy, and connection than I ever thought possible. But I also saw the gaps—the lack of accessibility, the intimidating barriers to entry, and the way some people felt they didn’t “belong” in these spaces. I started WWSC to change that: to create events where horses, dancing, and wellness live side-by-side. Where you can meet new friends, learn something new, and feel completely welcome—whether you grew up in boots or you’re just trying them on for the first time.

Earlier this year, I tore my ACL and faced a long recovery from surgery. As a makeup artist in the film and TV industry—and someone who thrives on staying busy—I decided to pour my energy into building Western Wellness Social Club. It’s been incredibly rewarding to watch people show up nervous and alone, and leave with new friends, ready to come back for more. That sense of connection, joy, and belonging is exactly why I do this.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

’m Natalie Goodman, a Los Angeles–based makeup artist in the film and TV industry, lifelong horse lover, and the founder of Western Wellness Social Club (WWSC). After rediscovering my love for horses during a challenging season of life, I noticed a gap—there were vibrant communities in the Western world, from horseback riders to dancers to wellness enthusiasts, but they rarely intersected. I started WWSC to bring those worlds together in a way that’s approachable, social, and fun.

WWSC creates unique, immersive events that blend horsemanship, country dancing, and wellness experiences—like Ranch Reset, Cowboy Camp, and other pop-up gatherings. We also collaborate with local and national brands to bring high-quality vendors, interactive activations, and memorable experiences to our guests. Our focus is on making Western culture more accessible, breaking down the intimidation factor, and creating a space where anyone—from seasoned riders to complete beginners—feels welcome.

The biggest problem we solve is accessibility. Western activities can be expensive and exclusive, and wellness events can sometimes feel unrelatable or overly polished. WWSC bridges that gap by keeping things authentic, approachable, and inclusive, while still delivering innovative, exciting experiences that keep people coming back.

I’m most proud of the community we’ve built—one that’s not only inclusive and welcoming but also full of energy, connection, and creativity. People don’t just attend our events; they leave with new friends, new skills, and a deeper appreciation for both wellness and Western culture.

At our core, we’re as authentic as we are innovative. We’re here to bring wellness to the West, expand our communities, and create events that make people say, “I’ve never experienced anything like this before!”

How about pivoting – can you share the story of a time you’ve had to pivot?

Earlier this year, I tore my ACL and had to have surgery—a seven-month recovery that completely took me out of my makeup artistry work, riding, dancing, hiking…pretty much everything I loved doing. It was a huge financial and emotional challenge, and for a while, I felt a real loss of identity.

But I’ve always believed in making the most out of tough situations, so instead of letting that downtime break me, I decided to use it as an opportunity to build Western Wellness Social Club. I couldn’t physically ride or dance, but I could still create spaces for others to do those things. I poured my energy into event planning, building relationships, and shaping a vision for a community I wanted to see in the world.

The most rewarding part ended up that, even though I couldn’t participate, friends and community members still showed up for me. That support became my motivation to grow WWSC into a space rooted in authenticity, connection, and inclusion—where people can show up exactly as they are and still feel like they belong.

Can you tell us about what’s worked well for you in terms of growing your clientele?

For me, the most effective strategy for building clientele is a mix of credibility, connection, and consistency. I focus on partnering with brands and people who have strong reputations and align with my values—because trust is contagious, and who you work with says a lot about you. I also prioritize building authentic, long-term relationships with businesses, brands, and community members, rather than treating partnerships as one-off transactions.

Consistency is another key piece—regular events help keep our community engaged and growing, while free or low-cost meetups give people a chance to “dip their toes in” without a big commitment. It creates a natural pathway for them to become more involved over time, and it ensures that Western Wellness Social Club is accessible, welcoming, and top-of-mind year-round.

Contact Info:

• Website: https://www.westernwellnesssocialclub.com
• Instagram: @westernwellness.socialclub
• Other: TikTok: @westernwellness.sc

Image Credits

Alan J Hewitt is our photographer