We’re excited to introduce you to the always interesting and insightful Serif Krkic. We hope you’ll enjoy our conversation with Serif below.
Serif, looking forward to hearing all of your stories today. Was there a moment in your career that meaningfully altered your trajectory? If so, we’d love to hear the backstory.
I was born in Bosnia in 1989, a place of beauty that, in my early years, became a landscape of chaos and fear. I was only six when the civil war broke out, forcing my family and me to flee from the only home we knew. Our village was destroyed in the conflict, leaving us with nothing but the clothes on our backs and the will to survive. For months, we moved from place to place, breaking into abandoned homes, setting up makeshift shelters, and then moving on when it became too dangerous to stay. My family lived off the land as best as we could, sometimes scavenging for food or finding temporary safety in remote areas, but the threat of violence was always close behind.
I remember one particular moment that still sticks with me—a memory that became the embodiment of fear. I was hiding behind a large tree on a hillside while missiles flew overhead, the sound of explosions filling the air. At just six years old, I was gripped by the very real possibility that this could be the end. I couldn’t fully process it then, but looking back, I can see how those years of constantly running, living in survival mode, and witnessing the fragility of life around me left a mark on my mind and body. I carried that survival instinct with me into adulthood without even realizing it, always bracing for danger, even when there was none.
A few months ago, I attended an event hosted by Authenica at the 1440 property in Scotts Valley. I went with one goal: to declutter my mind. Life as a dad, a business owner, and everything else had become overwhelming, and I needed a reset. I was open to whatever the experience might bring, but what happened was beyond anything I could’ve imagined.
The whole weekend felt like layers being peeled back, little by little, but there was one moment that changed everything. Craig, the CEO of Authenica, invited Humble G and his wife to play some music. He told us to listen deeply, to let the music do what it needed to do. I closed my eyes, ready to take it all in, not knowing this was about to break down walls I didn’t even know were there.
As the music played, something incredible started happening. My eyes filled with warm tears, my heart was racing, and I felt choked up, like I was carrying all the grief and joy I’d been holding back for years. This was new for me—I’m usually stubborn, in control—but here, I was completely vulnerable, and I couldn’t stop it. That simple act of listening to music brought everything to the surface, and I felt this intense release, like a thousand pounds lifting off my shoulders.
In that moment, I remembered why I had come, and a powerful realization hit me: I didn’t have to live in survival mode anymore. I was safe. For the first time, I recognized that the fear I’d been carrying wasn’t real anymore—it was a shadow from my past, no longer serving me. Surrounded by people who supported me, I felt free, truly free, from that constant need to be on high alert.
At the end of the event, we gathered in a serene redwood amphitheater, the towering trees standing like silent guardians around us. Craig invited us to share what we were leaving behind. When it was my turn, I took a deep breath and spoke from the heart. I told everyone about the barricades I had built around myself over the years—the walls meant to protect me but that had also kept me isolated. I declared that I was leaving those walls behind, right there among the redwoods. I no longer needed to be stuck in the past. I was free and fearless.
That experience was a turning point. Letting go of that deep-seated fear was like stepping into a new way of living. Now, I’m carrying that forward—less about just surviving and more about truly living.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Dr. Serif Krkic, and my journey into healthcare began with a drive to make a meaningful impact in people’s lives. I co-created Zēl Lifestyle Collective, alongside my wife Amanda, to redefine wellness by embracing a holistic, integrative approach that considers the physical, mental, and emotional aspects of health. Originally founded as Tallmadge Chiropractic, our clinic evolved into Zēl Lifestyle Collective to offer patients a comprehensive, inclusive space where they can thrive.
What services and products do you provide, and what unique solutions do you offer your clients?
At Zēl Lifestyle Collective, we offer an extensive range of services, including chiropractic care, IV therapy, peptides, weight loss programs, and customized wellness packages. We also provide lifestyle and stress management, acupuncture, massage therapy, and functional medicine, allowing us to address health concerns from multiple angles. Our focus is on preventive care and identifying root causes, helping empower patients to achieve long-term health. Each treatment plan is tailored to meet our clients’ specific needs, incorporating both innovative techniques and a patient-centered approach that sets us apart from traditional healthcare practices.
What are you most proud of in your work, and what do you want people to know about you and your brand?
I’m most proud of the community we’ve cultivated within our clinic. Our mission extends beyond our walls; it’s about inspiring others to find purpose and inner drive. We strive to provide a place where individuals can grow and achieve their best selves. Outside of the clinic, my involvement in the Rotary Club and the Chamber of Commerce allows me to give back to the community, support local businesses, and foster mentorship as a high school soccer coach. These efforts reflect our commitment to service, teamwork, and growth.
What personal activities and hobbies enrich your life outside of work?
Family is everything to me. Amanda and I, along with our two sons, live an active lifestyle in Tallmadge, enjoying soccer, snowboarding, and even a bit of gardening. I’ve found that these hobbies keep me grounded, curious, and connected to nature, which in turn enriches my approach to life and my work.
What is your ultimate goal for your clients and the community?
In everything I do—whether in the clinic, on the soccer field, or through community service—I aim to help individuals uncover their purpose and maximize their potential. Health is not just a state of being; it’s about having the freedom and strength to pursue life fully. My hope is that through Zēl Lifestyle Collective, people can feel supported on their journey to wellness and empowerment, knowing they are part of a community that truly cares.
What do you think helped you build your reputation within your market?
Building a strong reputation has been a journey rooted in relationships and trust. It’s about taking the time to connect with people genuinely and letting them see who you are and what your business stands for. For me, this process couldn’t be rushed; it required starting slow, getting involved in the community, and always staying true to my intentions.
In our business, people need to trust that we’re offering them something meaningful. I found that by sharing my own story—my background, struggles, and the passion behind our services—people started to connect with us on a personal level. It’s easy to forget sometimes that we’re all just humans here, trying to make sense of things. Allowing myself to show vulnerability, even as a professional, has helped build those connections.
Another key was surrounding myself with other professionals, people who help bring out the best in what we offer and help support our mission. By being transparent and intentional, by working to do right by every customer, we built a foundation where people know they can count on us. At Zēl Lifestyle Collective, we’re dedicated to making a real difference—and we approach every relationship with that goal in mind.
Can you share a story from your journey that illustrates your resilience?
Resilience has been a theme throughout my life, from my childhood to my work today. Growing up in a war-torn region, my family and I faced unimaginable challenges, yet we kept moving forward with a focus on survival and hope. When we eventually moved to a new country, that resilience took on a new form as I adjusted to an unfamiliar culture and language. I learned that resilience isn’t just about pushing through tough times but about finding purpose and even enjoyment in the journey itself—not just in reaching the goal.
In business, resilience means understanding that setbacks are part of the process and finding value in every step along the way. I genuinely enjoy the process of building, learning, and adapting with each experience. We may fail, but those failures come with lessons that make us stronger, and I find fulfillment in the growth that comes from them. Each experience, whether a success or a setback, deepens my commitment to the work we do at Zēl Lifestyle Collective. My childhood taught me to keep going, and that same spirit, with a love for the journey, drives everything we do today.
Contact Info:
- Website: https://zellifestylecollective.com/
- Instagram: https://www.instagram.com/zel.lifestyle.collective/
- Facebook: https://www.facebook.com/ZelLifestyleCollective/
- Linkedin: https://www.linkedin.com/in/serif-krkic-dc-bb501363/
