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Mike Wahl, co-owner of Definitions Wellness Safety Services and a PhD student at Memorial University of Newfoundland, has been named a 2011 Student Entrepreneur Newfoundland Champion by Advancing Canadian Entrepreneurship (ACE) and CIBC
Mike Wahl, co-owner of Definitions Wellness Safety Services and a PhD student at Memorial University of Newfoundland, has been named a 2011 Student Entrepreneur Newfoundland Champion by Advancing Canadian Entrepreneurship (ACE) and CIBC

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Why this student entrepreneur ditched the marketing plan Add to ...

Mike Wahl, co-owner of Definitions Wellness Safety Services and a PhD student at Memorial University of Newfoundland, has been named a 2011 Student Entrepreneur Newfoundland Champion by Advancing Canadian Entrepreneurship (ACE) and CIBC.

Servicing both personal training clients in St. John's and major industrial and corporate clients, including oil and gas entities, production plants and office settings in both Canada and the United States, Definitions has experienced tremoundous growth since it began in 2003. It has even signed international clients, including the Gulf of Mexico region and larger companies like Transocean, Husky Energy and Canship.

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But the path to success wasn't paved by aggressive marketing, explains Mr. Wahl. "Our theory is that we don't market except for internally to our clients and they actually market us, and become our biggest sales force," he says.

In the latest of a series of monthly podcasts with ACE honourees, he spoke with Diane Jermyn about the benefits of having a great partner, the international expansion of his company and his minimalist marketing philosophy.

Mr. Wahl was here to explain his unusual strategy and to take your questions in a live discussion.

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