Like a typical college student, Veronica Beltran was burning the candle at both ends. So when she signed up for a yoga class to fulfill a physical education credit at the Fashion Institute of Technology, she welcomed a class where she could take a nap. That elective was the beginning of a healing journey that would lead her, two decades later, to start her own bilingual holistic wellness business.
From stress to self-discovery
After college, Beltran worked in fashion before moving into finance and beauty. Long hours, constant output, and code-switching left her exhausted, depressed, and disconnected.
“That’s when I realized that the true power is breathing — the realization that you are the artist, the creator, the healer, the hero, the guru and the leader and guide of your own life,” Beltran said.
Her curiosity opened new doors. What else could she learn to help herself combat stress and feel culturally and spiritually rooted? She pursued certifications in Pilates, Reiki, shamanism, meditation, and sound healing, weaving together holistic practices and ancestral traditions. They became both her therapy and her training ground. Working with a Latina therapist further anchored her, offering validation for the in-between experience of being Mexican American, “ni de aquí, ni de allá.”
When she earned her first yoga certification, her teacher urged her to share the knowledge. In 2017, Beltran began teaching paid classes at Bella Abzug Park, a public space where she still leads free sessions three times a week from May through October. During the pandemic, she expanded her reach with virtual classes to colleagues and even pitched wellness programs to companies like L’Oréal.
A soul-led business
For years, Beltran treated wellness as a paid hobby. But when she was laid off from corporate two years ago, she saw it as a gift. “It was a nudge to embrace my ‘wellpreneur’ era and go all in,” she said.
About a year and a half ago, she reflected on what she truly wanted: to help people feel good. That vision shaped the name of her business, “Bien Good WELL,” inspired by both English and Spanish. “Well” connects not only to wellness, but also to pozo — a well of inner resources waiting to be tapped.
Beltran’s business isn’t yet an LLC. “I was like, ‘Oh, my God, this is so overwhelming. I have to pay money and I just got laid off,’” Beltran said. At the time, her priority was launching the website, which went live in January and has since gone through several iterations.
But she has built her practice steadily. Alongside leading free yoga classes at Bella Abzug Park three times a week from May through October, she hosts monthly Moon Circles at Anima Mundi in Greenpoint, incorporating breathwork, sound baths, journaling and tarot. She also collaborates on seasonal body-sculpt and sound bath sessions at hotels and has co-led a retreat at the Rockaway Hotel.
Her work has produced unforgettable moments. At Bella Abzug Park, a participant once told her, “I didn’t know I could feel this safe in my own body.” During a corporate wellness session for a hotel cleaning crew, many attendees had never tried meditation or a sound bath. By the end, they were visibly more relaxed, laughing together and asking, “Oh my God, can we have this every week?” The scene confirmed her yoga teacher’s advice: if you know something that can help others, you’ve got to share it.
Corporate clients now seek her most for breathwork and sound baths. Though companies increasingly book one-off sessions instead of packages, Beltran remains committed to growing through corporate offerings and partnerships. Her next collaboration is with Conectados NYC, a nonprofit supporting Latino-owned businesses, at Bella Abzug Park. The event will feature a raffle of Latino-owned brands, another way she uplifts her community.
Likewise, representation remains a priority. “As a bilingual Latina facilitator, I’m not just guiding a session — I’m translating culture, values, and context so it really lands for people,” Beltran said. “It’s beautiful work, but it’s work, too.”
Advice for other soul-led entrepreneurs
- Don’t wait for ideal conditions. “There’s a misconception that things have to be perfect,” Beltran said. Once used to the resources of a corporate environment, she no longer has a big budget or contractors her company can hire to do everything.
- Embrace the many hats. From securing sponsors to designing her website, Beltran does it all. She sees each role as part of the creative process.
- Unlearn hustle culture. In corporate, Beltran had to match someone else’s pace. Now, she builds with intention: “I focus on soul-led strategy over busyness, building something sustainable where I define success on my own terms,” she said.
- Honor your community. For Beltran, growing a business can also mean creating space for others to heal. This applies even if you’re not in the business of the healing arts.
Bien Good WELL™
Phone: 646-425-0425
Instagram: @biengoodwell
Website: https://www.bien-goodwell.com/
Join Veronica Beltran and Conectados NYC for a free event at Bella Abzug Park on Saturday, Aug. 23 at 10:30 a.m.
You can also enjoy Beltran’s free yoga classes at Bella Abzug Park on Mondays and Wednesdays at 6 p.m. and Saturdays at 10:30 a.m., running now through October.
Beltran’s next Moon Circle will be held at Anima Mundi in Greenpoint on Thursday, Aug. 21 at 7 p.m.
