Network Magazine | Issue 37 | Winter 2025

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WINTER 2025

CONNECTING LEADERS | CREATING BUSINESS

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contents

06 You Do This & I'll Do That 24 A Bridge Over Troubled 42 Bridging the Transportation Heart Waters Gap: A Lehigh Valley Initiative 10 The Argument Against AI Use for Promotes Equitable Access Professionals and Their Clients 26 Smart Goal Setting for the New Year 44 Reimagining Luxury: 12 Making Sense of Labor & How Younger Generations are Employment Law 28 The Leaderhip Lab Transforming Spending Habits on Wine & Beyond 14 Kayden's Law 32 The Power of Rest Ethic: How Slowing Down Can Boost 46 Princess Grand Jamica 16 Some Landlords Considerations Success for Commercial Lease Agreements with Small 34 Banking as a Service Businesses 36 Leadership for High Performing 18 Commercial Real Estate Organizations Financing in 2025 38 AI Is Transforming Security. Here’s 20 New Year New You Why It’s Good for Business.

22 Understanding Shoulder Pain 40 Tech Talk for SMBs

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31 Alcom Printing 49 Anthony Limousine 31 ASAP Business Support Services, Inc.

37 Bridgeman Strategic Concepts 07 Buckno Lisicky & Company 45 Cellar Beast Winehouse 48 Civic Theatre of Allentown 11 Daigle Cooper & Associates 35 enTrust Merchant Services 13 Fitzpatrick Lentz & Bubba 15 Gross McGinley LLP 33 Herbein + Company, Inc.

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27 Historic Bethlehem Museums & Sites

43 Hof & Reid, LLC. 19 Lehigh Financial Group 25 Lehigh Valley Health Network 03 & Back Cover MCIT

23 Morganelli Properties O7 Norris McLaughlin Attorneys at Law

29 Olde Homestead Golf Club

09 Rich Mar Florist 17 Richter Total Office 09 Sincere Event Co 01 St. Luke’s University Health Network

19 The Barristers Club 09 Tim Harakal Music 39 TWG Security 30 Via Media (Pen Tele Data) 05 Woodstone Country Club

08 Primerica Financial Services 21 Punch Garage

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Our leading contributors will continue to change quarterly, sharing information that stays fresh and current. The opinions, tips, and insights on how to best navigate business pitfalls are all provided by the Lehigh Valley's best thought leaders. Our writers are un-censored giving you profound insight from their years of experience from their given field of expertise.

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You Do This and I’ll Do That: Directed Trusts Come to Pennsylvania CHRISTOPHER R. GRAY, MEMBER OF NORRIS MCLAUGHLIN, P.A

In 2024, Pennsylvania Gov. Shapiro signed a law, effective Oct. 14, that officially authorizes Trust Directors for Pennsylvania trusts. The Directed Trust is a modern creation that permits the trust's Grantor to divide the Trustee’s responsibility and liability among two or more individuals. Under prior law, a Grantor designated a single Trustee who hired other professionals to provide them with advice and recommendations. In Pennsylvania, however, this arrangement did not reduce or discharge a Trustee from the responsibility and liability for actions taken based on an advisor's recommendations.

The Trustee was still on the hook for losses even though following the advice of a professional.

By updating the Pennsylvania Trust Code to permit Directed Trusts, Grantors of Pennsylvania Trusts have been given a benefit that will allow them more flexibility when naming Trustees of their Trusts.

The flexibility of a Directed Trust allows Grantors to capitalize on particular skills of individuals without accepting other skills that are less developed. For instance, an individual might have experience working for and operating a family business but lack investment management experience. The Directed Trust Act permits a Grantor to divide the responsibilities so that one Trustee or Trust Director can be appointed to operate the family business, and another Trustee can handle all remaining Trust duties.

The Directed Trust Act permits two types of Trustee arrangements.

The first is the bifurcation of Trustee responsibilities. With this arrangement, a Trust Grantor may designate two or more individuals as Trustees and specify the responsibility of each. For instance, one Trustee might be responsible for making distributions of Trust assets to beneficiaries, another Trustee might be responsible for investing Trust assets, and a third Trustee might take on the responsibility of all other administrative matters, including filing income tax returns and accounting. Since each is a Trustee, each has responsibility, and therefore liability, only for their specific areas of responsibility.

The second version contemplates the appointment of a Trust Director, defined as an individual who is not a Trustee but who is given the Power of Direction over a discrete area of trust maintenance and/or administration. The Trust Director instructs the Trustee to take or not to take certain actions. For instance, a Trust Director’s responsibility might be to operate and manage a family business. While discharging this duty, the Trust Director might direct the Trustee to purchase a particular piece of equipment. As the business owner, the Directed Trustee will purchase the equipment. If the equipment proves to be a bad investment, reducing the value of 6

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Trust assets and income, the Directed Trustee will not be held liable for these losses, but the Trust Director may be.

The Directed Trust Act also confirms that Pennsylvania Trusts can name Trust Protectors, which many practitioners have included in their trust documents for years. Under the Directed Trust Act, a Trust Protector may be given any power that the Trust Grantor specifically describes in the Trust document, not just those powers specifically described in the statute. Trust Protectors are commonly delegated power to change or modify Trust provisions. For example, Trust Protectors might be granted the power to convert a trust into a Special Needs Trust, Change distribution provisions, modify or renounce any power granted to a Trustee, expand or limit the class of permissible Trust beneficiaries, appoint or remove Trustees or Trust Directors, and appoint successor Trust Protectors, to name a few. The Directed Trust Act does not specify whether the Trust Protector acts in a fiduciary or non-fiduciary capacity, so that should be addressed when the Trust is drafted.

The Directed Trust Act is effective to grant Powers of Direction in Trusts modified or created after Oct. 14, 2024. This is beneficial for Trusts created after that date. However, for pre-existing Irrevocable Trusts that their terms cannot modify, the benefits of the Act are available only if the Irrevocable Trust is modified to include the powers. In general, if the Grantor of the Trust is living, the Grantor and all beneficiaries may agree to modify the Trust and include Directed Trust provisions. If the Grantor has died, all trust beneficiaries may petition a Court to modify a Trust if the change “is not inconsistent with a material purpose of the Trust.”

By improving the flexibility of Grantors to specifically tailor roles, responsibilities, and liabilities of Trustees, the Directed Trust Act will likely encourage Pennsylvania individuals to prepare Trusts that apply Pennsylvania Law and are sited in the Commonwealth. The provisions of the Act will also have a positive impact on Trustees’ willingness to accept Trustee roles and responsibilities that are limited to their areas of proficiency. The enactment of the Directed Trust Act has been a very positive development for Pennsylvania Grantors, Beneficiaries, and Trustees.

Christopher R. Gray is a Member of Norris McLaughlin, P.A. in the firm's Allentown office, practicing Taxation and Estate Planning and Administration & Wealth Preservation. In addition, Christopher is experienced in corporate matters, business transactions, exempt organizations, health care governance, and elder law.

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The Argument Against AI Use for Professionals and Their Clients HANNAH E. BETZ, ESQUIRE, DAIGLE COOPER & ASSOCIATES In the last year or so, forms and uses of artificial intelligence have proliferated across the Internet. Users now have easy access to technology previously only seen in science fiction: one can ask a “chatbot” to write their emails, demand bespoke artwork based on user prompts, and get concise, direct answers at the top of their search results via AI-generated summaries. This new technological field provides users with more convenience and options than ever before.

It is, therefore, worth advising clients against taking their AI answers at face value. Without that direction, clients are liable to rely on inaccurate instructions; they will choose not to raise a legitimate concern with their attorney or even take action against their own best interest based on the advice of those summaries. Relying on AI is a surefire way for a client to complicate their issue when, instead, they could speak directly with their attorney and receive personally tailored answers.

Should we encourage our clients to use it? Artificial intelligence has its perks—but it has its drawbacks, too, and they are severe enough that it is well worth considering advising your clients against its use.

If an appeal to a client’s personal interest is not sufficient, there are several other arguments worth raising against AI use. First, remind them that all AI systems—even those already familiar products like ChatGPT, Grok, and Midjourney—continue to struggle through machine learning bias. IBM has defined machine learning bias, also referred to as algorithm bias or simply AI bias, as “the occurrence of biased results due to human biases that skew the original training data or AI algorithm.” (IBM, What is AI bias?, 12/22/23) Machine learning bias leads to inaccurate and even discriminatory results— particularly concerning interpersonal legal issues.

Consider, for example, those convenient search result summaries.

How often have you Googled something for a specific result and been blindsided by nonsensical AI summaries? Recently, while searching for a specific statute on a novel legal issue, I was served a top-of-page summary packed with inaccurate and internally contradictory answers. In the software’s efforts to provide a direct answer, it failed to address the nuances and delicate complexities of the issue.

It would be impossible, in fact, for the AI software to give an appropriate answer. An appropriate answer hinges on the reader’s ability to interpret a lengthy and complicated passage of legal text and then apply the principles therein to a client’s specific set of facts.

For all the ways in which AI can produce a facsimile of analysis, these are not programmable skills. They are extremely advanced skills, honed by rigorous training in both legal knowledge and the type of acumen needed to engage with it.

Simply put, AI cannot truly replicate the results of an actual professional, especially when the purpose of that professional is to guide their client through specialized issues. AI cannot account for a client's specific circumstances nor provide for the many different factors at play in any given case. It has no mechanism for synthesizing the intersections of different jurisdictions and procedural considerations. All it can do is review previously written material and cobble together summaries of tenuous legitimacy.

Still, clients are sometimes inclined to give credence to the summaries they see at the top of their search results. It would be difficult to fault them—there is no way to turn off AI-generated summaries. Oftentimes, clients are encouraged to see if there is an accessible answer to their question or even a “starting point” before bringing it to their attorney. A reasonable person may certainly assume those plain-language paragraphs are advice as good as their attorney’s. But, of course, they would be wrong.

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Additionally, AI is increasingly responsible for job displacement worldwide. Recent projections anticipate that over 300 million jobs in the United States and Europe will be lost to AI-related automation by 2030. (University of St. Thomas Newsroom, Generative AI’s Real-World Impact on Job Markets, 5/28/24) Some jobs will never be replaced by automation—attorneys, for example, and other highly specialized professionals cannot have their work replicated to any meaningful effect. But all engagement with AI contributes to this broad loss.

Finally, AI has devastating environmental effects that are more significant than nearly any other technology. The UN Environment Programme has found that AI deployment through data centers contributes to tremendous electronic waste, water consumption, and fossil fuel use. (UNEP, AI has an environmental problem. Here’s what the world can do about that., 9/21/24) As AI use becomes more popular, consider cautioning clients against the practice of relying on AI for answers to legal questions.

The benefit of convenience is outweighed by substandard quality in personal matters and general humanitarian concerns. If they must, encourage clients to check in with you after they solicit these services, and always emphasize that you are the best resource for these questions.

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Making Sense of Labor & Employment Law’s Alphabet Soup DAVID M. STECKEL, SPECIAL COUNSEL, FITZPATRICK LENTZ & BUBBA

There are a lot of acronyms to learn when it comes to labor and employment laws, as well as the regulatory bodies that oversee and enforce these laws! The role of HR professionals and small business owners revolves around managing your organization’s most valuable asset - your people - and it is critical that you ensure compliance with laws aimed at protecting employees' rights, maintaining workplace safety, and promoting equality. Be an HR pro with this cheat sheet to the “alphabet soup” of labor and employment laws, including several pieces of legislation that may impact your business.

Equal Employment Opportunity Commission (EEOC) The EEOC is a federal agency responsible for enforcing laws that prohibit workplace discrimination, harassment, and retaliation.

It is essential for HR professionals to be familiar with EEOC regulations to ensure that their organization maintains a fair and nondiscriminatory work environment. Key anti-discrimination laws include: •

Title VII of the Civil Rights Act of 1964: Prohibits discrimination based on race, color, religion, sex, or national origin

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The Age Discrimination in Employment Act (ADEA): Protects employees aged 40 and older from discrimination

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The Americans with Disabilities Act (ADA): Ensures that individuals with disabilities are not discriminated against in the workplace

HR professionals must ensure that recruitment, hiring, promotion, and termination processes are free from discrimination. Using AI for recruitment? Do not assume it is always accurate because if it is not, you could be walking headfirst into a violation!

Additionally, be knowledgeable about reasonable accommodations for employees with disabilities and address harassment complaints promptly to reduce the chance of litigation. In September 2024, a federal appeals court determined that even temporary pain may be classified as a "disability" under the ADA and the Pennsylvania Human Relations Act (PHRA), entitling employees to certain job accommodations and protections.

U.S. Department of Labor (DOL) The DOL is a federal agency that oversees a wide array of laws regarding labor rights, wages, and workplace conditions. Major laws under the DOL’s jurisdiction include: •

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The Fair Labor Standards Act (FLSA): Establishes minimum wage, overtime, and child labor regulations; ensures employees are compensated appropriately for their work

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•

The Family and Medical Leave Act (FMLA): Guarantees eligible employees the right to take job-protected, unpaid leave for specific family and medical reasons

HR professionals must be vigilant about the proper classification of employees, particularly about exempt vs. non-exempt status under the FLSA. Misclassifying an employee can result in back pay, penalties, and potentially expensive litigation. At the end of 2024, a federal judge struck down the 2024 U.S. Department of Labor's Final Rule that substantially increased the minimum salary thresholds for employees to qualify as exempt from overtime pay under the FLSA. If your company started implementing its overtime salary thresholds before the Final Rule is struck down, be sure to collaborate with your payroll team – and your legal team - to update your processes.

Occupational Safety and Health Administration (OSHA) OSHA is responsible for ensuring that workplaces are safe and free from recognized hazards that could harm employees. HR professionals working in industrial environments should be aware of OSHA regulations to protect workers' health and safety and minimize the risk of workplace accidents.

Key OSHA regulations include: •

General Duty Clause: Requires employers to provide a workplace free from recognized hazards that could cause death or serious harm

•

Recordkeeping and Reporting Requirements: Employers must track workplace injuries and illnesses and report serious incidents to OSHA

•

Personal Protective Equipment (PPE): Employers are required to provide appropriate PPE, such as gloves, helmets, or safety goggles, to employees working in hazardous conditions

•

Training and Education: Employers must train employees to recognize and avoid workplace hazards and provide safety protocols and emergency procedures

In 2023, OSHA launched a national emphasis program to prevent and reduce workplace hazards in warehouses, distribution centers, and high-risk retail establishments, resulting in more frequent on-site inspections of the many warehouses and distribution centers in the Lehigh Valley. To ensure compliance and to make sure managers are prepared to respond if and when OSHA shows up on-site, owners and HR leaders need to keep their policies, training programs and records up to date. Failure to do so may result in costly and unnecessary citations and penalties.

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Kayden’s Law: 2024 Changes to Custody Cases KELLIE RAHL-HEFFNER, PARTNER, GROSS MCGINLEY, LLP As a family law practitioner, I have seen several iterations of what the Courts and legislators find to be important regarding the custody of children. Before 2011, the case law regarding custody focused on this basic premise: what is in the best interest of the minor child?

As you may imagine, that was a broad mandate that allowed into consideration almost anything the attorneys or the judge found to be relevant.

ordered a psychiatric evaluation which noted that Father suffered from a number of mental health issues. The Court further ordered a custody evaluation, which recommended that the Father should only have supervised time with Kayden until he received mental health treatment. Despite that recommendation, the Court entered an order providing Father with unsupervised weekends, with only a recommendation for mental health treatment.

In January 2011, the legislature enacted a new law that provided specific factors that the Court must consider when making a custody determination. See Pa. C.S. § 5328(a). There were 16 factors that the Court was directed to address or note that did not apply to the case.

On August 4, 2018 Kayden went to spend the weekend with her Father. Sadly, Kayden would never return from that visit. Her Father killed her and then killed himself.

In addition to these factors, the Court required each party in every custody case to complete a criminal history affidavit. The affidavit included a list of 31 crimes. Each party was required to indicate if they or any household member was convicted of a crime on the list, the date of conviction, and the sentence. As you may imagine, the list of crimes included violent crimes, crimes of a sexual nature, crimes involving children, and crimes involving drugs and alcohol. The goal of the affidavit was to assure the Court was aware of any criminal activity for all adults residing with children. The Court was then free to use its discretion regarding the impact of the disclosures made on the affidavit.

Then came the tragic story of Kayden Mancuso.

Kayden Mancuso, age 6, was the subject of custody litigation in Bucks County. When her parents separated, her Father filed for custody.

Father had a history of violence, drug and alcohol abuse, and suicidal ideation, and Kayden was reportedly scared of him. The Court 14

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After Kayden’s murder, her Mother began working to add additional protections to the current custody laws. On April 15, 2024 the legislation to be known as Kayden’s Law was signed and took effect 120 days later. Kayden’s Law now amends multiple sections of the law regarding custody.

Changes were made to the criminal history affidavit to include additional violent crimes, as well as crimes involving cruelty to animals. Changes were also made to the custody factors. The factors now direct that the Court give substantial weighted consideration to factors which affect the safety of the child. The new factors include, inter alia: 2.1 considerations of child abuse and involvement with protective services; 2.2 violent/assaultive behavior committed by a party; 2.3 which party is more likely to encourage contact with the other MyNetworkMag.com

party, if contact is consistent with the safety needs of the child.

Additionally, while factor 8 previously addressed attempts to turn the child against the other party, it has been amended to clarify that party A’s reasonable concern for the safety of the child shall not be considered an attempt to turn the child against party B, and a child’s deficient/negative relationship with party B shall not be presumed to be caused by party A. Finally, if the Court finds by a preponderance of the evidence that there is an ongoing risk of abuse, there shall be a rebuttable presumption to allow only supervised physical custody between the minor child and the abusive party. Further, the Court shall favor a professional supervisor for physical custody.

This is a huge change which we are still working through. Who will provide professional supervision? Who will pay for it? What if no one is available?

While it is clear that the new legislation was borne out of a real tragedy and attempt to assure all children are safe during custodial visits, only time will tell if these changes will work as intended.

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Some Landlord Considerations for Commercial Lease Agreements with Small Businesses JOSEPH R. KEMMERLING, ESQUIRE, ATTORNEY AT KINGSPRY This is a broad overview of landlord-tenant disputes for informational purposes only and should not be construed as legal advice In the world of real estate litigation, it is not unusual to encounter landlord-tenant matters involving lease disputes with underlying agreements that have not been prepared or reviewed by legal counsel. This is often seen in commercial lease agreements with small businesses and the hesitation to incur legal fees and other expenses to maximize the return on investment. One common refrain from landlords is that it is more cost-effective for a landlord to prepare a lease on their own rather than hire counsel. However, this can be a mistake. Even if a landlord has not had difficulties with tenants in the past, drafting and executing a lease without an attorney can lead to a more complicated legal process when a breach of the lease occurs, as cases can become entirely based on interpretation of the terms and conditions of the contract. As such, if the lease is not crafted to protect the landlord’s interests, it can become more difficult to litigate the dispute.

Some landlords rely upon form leases available online, those inherited when acquiring the property, or from other sources.

However, when a landlord uses a form lease, those agreements are 16

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not specifically crafted for each individual landlord-tenant situation.

This may lead to significant disparities in the lease's language and the terms and conditions the landlord was trying to establish. Specific legal provisions relevant to Pennsylvania law can also be left out of form leases. Because of this, it is highly recommended that a landlord consult counsel when entering into a lease agreement to prevent disagreements before they come up by having a carefully crafted lease.

While a lease with clearly defined provisions is recommended, disputes will inevitably arise from time to time. If the parties cannot resolve their differences amicably, the landlord typically starts the litigation process by issuing a Notice to Quit, which needs to be drafted to conform with specific legal requirements. The Notice to Quit usually needs to be served to the tenant before filing the suit, and the notice period varies depending on the circumstances.

Depending on the underlying issues and amount of money in controversy the case will be filed initially before a Magisterial District Judge (“MDJ”). MDJ proceedings provide a quick and simplified process that can be completed without significant costs. Both parties will present their case in front of the MDJ, who will then make a MyNetworkMag.com

decision regarding monetary damages, possession, or other matters relating to the lease. If the landlord is victorious, the tenant can appeal to the county court, known as the Court of Common Pleas. However, if the tenant does not appeal, the MDJ rules allow for a quick eviction process. If the landlord loses, the landlord can also appeal to the Court of Common Pleas. It is important to recognize deadlines to file these appeals; failing to appeal timely can significantly impact a landlord's rights.

Thereafter, if a case is appealed to the Court of Common Pleas, the case will proceed through the county court system, often resulting in either a court-mandated arbitration or a non-jury trial to determine the amounts of damages and right to possession. The county court case experience can vary, and it is a more extensive, rules-based process than an MDJ case. As such, when confronted with a landlord-tenant dispute, the best way to determine next steps is to contact an attorney to provide guidance on the specific issues and best path forward.

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Commercial Real Estate Financing in 2025: Navigating Opportunities Under a New Administration JEFF BARBER, PRESIDENT OF LEHIGH FINANCIAL GROUP LLC As the New Year is upon us, so are great opportunities in the commercial real estate (CRE) industry, which is poised for another year of transformation. With the inauguration of a new administration, economic policies and regulatory frameworks are likely to shift, presenting opportunities for stakeholders in the CRE financing landscape.

The broader economic environment is a cornerstone of the CRE sector. Key factors influencing financing in 2025 include interest rates, and the Federal Reserve’s monetary policy will play a significant role in shaping the cost of capital. A focus on inflation control may keep rates elevated, affecting borrowing costs. Economic growth will influence demand for commercial spaces, impacting asset valuations and loan underwriting standards. Employment trends and workforce patterns, such as remote work and gig economy expansion, will continue to shape demand for office and industrial spaces.

The new administration's policy shifts and implications will have ripple effects across CRE financing. Areas to watch will include changes to capital gains taxes, 1031 exchanges, and corporate tax rates, which could alter investment strategies. Housing and mixed-use programs to address housing shortages might stimulate financing for mixed-use projects that combine residential, retail, and commercial spaces.

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Technological advancements in CRE financing continue to revolutionize the financing process. In 2025, stakeholders can expect to see digital platforms that will streamline loan origination, underwriting, and portfolio management. Currently, crypto and blockchain transactions will be something investors want to watch with enhanced transparency and security in property records and financing agreements. AI and data analytics will continue to improve risk assessment and market forecasting capabilities.

Given the evolving landscape, stakeholders must adopt proactive strategies to mitigate risks by exploring traditional loans from banks and credit unions, REITs, private equity, and crowdfunding platforms.

Focusing on strong asset classes like industrial properties, healthcare facilities, and affordable housing projects are expected to perform well. Building strong relationships with lenders, investors, and policymakers will be critical to navigating regulatory changes.

In conclusion, the commercial real estate financing landscape in 2025 will be shaped by merging economic factors, policy shifts, and technological advancements. Stakeholders who stay informed and adaptable will be well-positioned to capitalize on emerging opportunities. By aligning strategies with the new administration’s priorities and leveraging innovative financing tools, the CRE sector can thrive in the year ahead.

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New Year, New You: Health and Wellness Resolutions for 2025 DALE R. WILSON, SR., COMMUNITY LIAISON, BRIGHTSTAR CARE OF STROUDSBURG & ALLENTOWN

Now that 2025 has arrived, it’s the ideal time to focus on health and well-being. A new year symbolizes a fresh start, making it the perfect time for committing to positive changes that promise physical, emotional, and mental benefits. With the new year now underway, the time is ripe to focus on resolutions to guide you toward making 2025 your healthiest and happiest year yet.

With technology being a constant part of life, managing screen time has become essential for well-being. Too much screen time can strain eyes, disrupt sleep, and encourage a sedentary lifestyle. Set boundaries around your phone, computer, and TV usage to create more time for connection, creativity, and rest. Reduced screen time can help you feel more balanced and less overwhelmed.

First, prioritize mental health. In today’s fast-paced world, mental wellness often takes a back seat to other obligations. However, mental health is crucial for resilience and joy. Make time for daily mindfulness, hobbies, or setting healthy boundaries. Practicing selfcare—whether with apps like Headspace, joining a support group, or talking to a therapist—can transform your mindset and reduce stress.

Relationships are vital to emotional health, so make 2025 a year of nurturing connections. Friends and family provide support, enrich life, and help manage stress. Make an effort to connect with loved ones more regularly, listen actively, and spend quality time together.

These deepened bonds will enhance your life in ways that go far beyond the everyday.

Next, focus on whole foods. Our diets greatly impact how we feel and perform. Processed foods may be convenient, but they often contribute to health issues like heart disease and obesity. Add more fruits, vegetables, lean proteins, and whole grains to your meals.

Planning and preparing meals at home will help you feel more energized and nourished, benefiting both body and mind.

While caring for others, don't forget to practice gratitude, a simple habit that increases happiness and positivity. Start a gratitude journal or take a moment to reflect on things you appreciate each day. This practice shifts focus from anxiety to abundance, helping you navigate challenges with a positive outlook.

Movement is another key pillar of health. Physical activity boosts mental well-being, releases stress-reducing endorphins, and improves overall health. Aim to move your body daily through brisk walks, yoga, or strength training. The goal isn’t just to stay fit; it’s about creating a more vibrant, capable version of yourself.

Sleep should also be a priority in 2025. In an always-on culture, rest is often undervalued, yet it’s crucial for mental clarity and physical health. Most adults need between 7-9 hours of sleep each night.

Establish a consistent bedtime, limit screen exposure in the evening, and create a calming pre-sleep routine. Better rest leads to improved cognitive function and a stronger immune system, empowering you to tackle each day.

Another simple but impactful goal is staying hydrated. Water plays a vital role in every bodily function, yet many people don’t drink enough, leading to fatigue and sluggish digestion. Aim for eight glasses a day to improve both physical and mental clarity. Keep a water bottle nearby to make hydration an easy habit.

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Effective stress management is another essential goal. While stress is inevitable, handling it well can make a huge difference. Try deep breathing, meditation, or yoga to reduce daily tension. Maintaining a work-life balance and taking short breaks throughout the day can also help protect your mental and emotional reserves.

Finally, find ways to give back. Volunteering benefits others and gives you a sense of purpose. Choose causes close to your heart and find local ways to lend time and energy. Through giving back, you’ll connect with others meaningfully and gain fresh perspectives that support your personal growth.

The beauty of these resolutions lies in their accessibility. Each one encourages small, consistent changes that, when practiced daily, lead to lasting transformation. As you set your intentions for 2025, consider making your wellness a priority. Focusing on mental health, whole foods, daily movement, meaningful relationships, and gratitude can be the foundation of a deeply fulfilling year. So, take the leap and make 2025 your healthiest year yet—one resolution at a time.

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health & sciences

Understanding Shoulder Pain: The Role of Massage Therapy JESSICA PRINCE, LMT, MMP, MEDTHERAPY SOLUTIONS, LLC

We all have had shoulder pain. Most of us build up a tolerance; before we know it, we can barely move our shoulder or arm. But what can we do to prevent it from getting that bad? What can we do to prevent being in pain in the first place? Some take pain medications and anti-inflammatories. That is usually the easiest way to get through the day but does not typically resolve the underlying cause. More importantly, what do you do if the medications don't take away all or some of the pain? What if you've been taking them for so long that they don't do much, if anything, anymore? But what if you don't like taking medications and still need to get through your day?

Some more natural options that can help your unique situation and be more proactive in managing your pain are rest, ice, heat, and stretching. Using Eastern medicine to help would be: getting a massage, having a posture and pain assessment, along with manual muscle testing, receiving chiropractic care, and trying acupuncture. All of these things are helpful in pain management. As a bonus, they work well together and complement each other, and combining these modalities can have long-lasting results and actually address the underlying problem!

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How do you know where to start? Reaching out to a trusted healthcare professional and just having a phone conversation can be enlightening. The more descriptive you can be, the better we can help! If you don’t know how to describe your pain or what you’re feeling, your trusted healthcare professional can ask more detailed questions to help both of you in the steps moving forward.

Here are just two small synopses’ of the more common shoulder injuries we hear of regularly: Pinched Nerves: Have you ever had numbness or tingling, weakness or dropping things, pins and needles - like your arm is falling asleep, or electrical "jolts"? These are signs of a pinched nerve or the start of one. Pinched nerves are usually (not always) pinched by tight muscles, because when a muscle gets tight, and a nerve runs through it, the nerve gets impinged. For example, thoracic outlet syndrome (TOS) involves a bundle of nerves and blood vessels that are compressed. A pinched nerve in the cervical or thoracic region can send those symptoms down your arm, even to your hand and fingers. Loosening up the muscle to help ease the compression of the nerve and blood vessels and decrease the inflammation would be the starting point. Doing that would include at-home self-care, such as heat, ice, and stretching, and, with your trusted healthcare professional, getting a massage, posture and pain assessment, and

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getting chiropractic care (separate from what is covered under a massage therapist's licensing).

Frozen shoulder: I’m sure you’ve heard the term “frozen shoulder” - also known as adhesive capsulitis - but what is it? It's the thickening and tightening of the capsule around the shoulder joint, making it harder to move, where the limited range of motion, increased pain, and prolonged time of symptoms will determine the level or degree of "freezing or frozen" shoulder. Great news! Massage therapy can help restore movement, increase your range of motion, decrease your pain, and elevate your mood (because, let's face it, when we're in pain, we're not always pleasant).

Finding a massage therapist specializing in getting to the root cause of the pain problem is key to getting the results you seek. Having a massage therapist with hands-on experience in how to help best when you need it most and educating you on being self-aware through your treatment can help your results last longer! When you are self-aware of your posture and the cause of the pain, you can prevent it from happening or progressing.

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health & sciences

A Bridge Over Troubled Heart Waters Berks man receives lifesaving LVAD, hopes for eventual heart transplant JOE NIXON, LEHIGH VALLEY HEALTH NETWORK Dr. Tim Misselbeck A few years ago, Jeremy Haas started feeling tired but chalked it up to getting older.

Then, he developed a cough that didn't go away.

Then he coughed up blood, and that started a cardiac journey that had him at times near death and eventually brought him to Lehigh Valley Heart and Vascular Institute last fall for two life-saving heart procedures.

Early heart troubles When Haas first developed a cough during the COVID-19 pandemic, he received medication and antibiotics after virtual visits with his doctor. He was working in Tenafly, N.J. when he first coughed up blood.

“That's when I stepped outside my body and said, ‘You need to do something here. This is something bigger than what you think it is,’” Haas says. “I thought I had lung cancer because I had smoked off and on for a few years.”

An examination by a doctor not affiliated with Lehigh Valley Health Network showed something alarming. "My heart looked like a water balloon that had been overfilled," the U.S. Army veteran says. “I was told to go to the emergency room, and I was admitted.”

Testing delivered more bad news. It showed Haas’ heart pumping ability was extremely low, and he was in heart failure. He had a peripherally inserted central catheter line (PICC) placed in his right arm that delivered medication that helped his heart pump more blood with each contraction. He also wore a defibrillator vest designed to give his heart a lifesaving shock if needed.

He returned to work but was closely monitored by his doctors.

Worsening situation He eventually had a defibrillator implanted, which freed him from wearing the vest, but he had a PICC line to deliver his heart medication. An infection required the first defibrillator to be replaced. After another infection occurred with the second defibrillator last summer, Haas was critically ill and had to be intubated, meaning he had a tube inserted down his throat, into his windpipe, to help him breathe.

He spent about a month in the hospital and went home, then returned in early November so doctors could implant an Impella heart pump to help his heart function but also allow it to rest and heal.

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That type of Impella was only meant to assist Haas’ heart for a short time. When his condition worsened, his cardiologist contacted Tim Misselbeck, MD, at Lehigh Valley Heart and Vascular Institute.

Dr. Misselbeck agreed to accept Haas as a patient and operate to implant an Impella pump designed for more extended use.

“They (LVHN) gave me a less than 10% chance to make it through, even with the new Impella, just because of how bad everything was,” Haas says. He had the Impella implanted and was placed on dialysis.

In addition, he underwent extracorporeal membrane oxygenation, where his blood was pumped outside of his body to a heart-lung machine that removes carbon dioxide and sends oxygen-filled blood back to his body. He also had a right ventricle assist device (RVAD) implanted to help the right side of his heart function better and rest and heal.

“Basically, every machine you could think of, they had me connected to,” Haas says.

He became stable enough to receive a left ventricular assist device (LVAD) and got that on Nov. 17. The RVAD was removed because the right side of Haas’ heart had recovered. He got back home a few days before Christmas.

“It was sort of miraculous, because he was so sick,” Dr. Misselbeck says. “It was a great outcome. To have needed both the RVAD and LVAD was a marker of just how sick Jeremy was. It’s very unusual to need both.”

“I had a huge support team, more than I knew, and a prayer group that extended to so many people. I had so many people sending prayers and good vibes my way,” Haas says. “I couldn’t have done it without them.” His entire family, including his mother, two sons and other extended family, were with him every step of the way

Heart and Vascular Institute expertise and compassion “I was amazed at how well-oiled that machine was,” Haas says of the Heart and Vascular Institute and LVHN. “They are efficient. The right-hand knows what the left hand is doing.”

Haas says he was impressed with the various LVHN teams who helped nurse him back to health. “Without this, I was faced with a few weeks to maybe a few months of life. I would definitely have had a very short time left if I couldn’t get this LVAD. When you’re faced with that and don't have an alternative, things get real."

Haas says Dr. Misselbeck and the LVHN team made him "feel like family."

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“He’s [Misselbeck] an awesome guy. Somebody who is that good at their job could be very cocky and arrogant, but he’s not. He made me feel like a special patient, and he genuinely cared. When I first did that walk down the hallway after the LVAD procedure, they took a video and sent it to Dr. Misselbeck because he wanted to be notified of my progress.”

Next step Haas is now working with doctors at the University of Pennsylvania Hospital and was recently placed on a heart transplant list.

“The thing that weighs on me is that someone has to give up their life through some horrible circumstance for me to live,” says Haas, himself a registered organ donor.

Nothing is certain, but Haas is perpetually hopeful.

“I guess I’ve always been a glass-half-full kind of guy,” Haas says. “It’s not over till it’s over. I have motorcycles and I enjoy playing guitar. I enjoy traveling and meeting new people. I just enjoy living.”

Haas says he hopes to be around to see his eventual grandchildren and see his nieces and nephews grow up. He wants to go on vacation and eventually return to work.

Right now, Haas says he’s feeling great. One thing on his to-do list is a photo with Dr. Misselbeck. Haas says he’ll be wearing a T-shirt that reads, “I was saved by Jesus and an amazing heart surgeon.”

Jeremy Haas

“He’s a special guy,” Haas says.

Best care in state, from complex to routine.

When it comes to your heart and vascular care, nothing but the best will do.

At Lehigh Valley Heart and Vascular Institute, you get the best in state, from complex to routine. That’s the best heart attack care, the best technology and less invasive procedures for everything from irregular heartbeats to breakthrough limb-saving procedures. Here, you get the best.

Learn more at LVHN.org/heart.

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health & sciences

SMART Goal Setting for the New Year VANCE P. FARRELL, M.S., NEW LEAF SUPPORTS It is that time of year again when many of us feel refreshed and renewed by starting a new year and setting out on another journey to accomplish the goals we set for ourselves. Unfortunately, for far too many people, though, these goals seem to quickly fade or start to feel too overwhelming to accomplish, and motivation drains as time presses on. These goals are often made with the best intentions in mind, and the drive to accomplish them certainly comes from a place of betterment. However, the reason these goals aren’t seen to fruition is because of the way the goals are established and viewed. Think about the typical way goals are viewed today: a very big accomplishment, like finishing a marathon, which takes a lot of hard work and dedication to succeed. When viewed in this manner, reaching that finish line feels like an amazing accomplishment, but just like a marathon, not everybody is built to finish the race.

Rather than continue with the system that hasn’t worked before, change the way that your goals are established and viewed by using SMART Goals. So, what exactly are SMART Goals, and how do they differ from the status quo? SMART Goals allow you to have a larger, overarching objective that you are working towards, like finishing that marathon; however, there is less emphasis placed on the finish line, and more emphasis is placed on the steps along the way. The SMART acronym stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

Diving into the acronym, the Specific portion refers to being exact with what it is you are working towards and setting out to accomplish by succeeding at the goal. This portion of the goal should define what you are setting out to accomplish, and this is true for the larger, overarching objective as well as the smaller steps along the way.

Rather than just having a goal of finishing a marathon, the SMART Goal method would have this as the larger, overarching objective with steps along the way of running other intervals to work towards that, like a 5k and 10k race.

Next is ensuring that the goals are Measurable in the sense that there is a way that progress towards both the larger, overarching objective and the steps along the way are being tracked. Having progress tracked for both goals not only helps to show your overall progress towards that larger objective but also the progression of accomplishment with the steps along the way and provides a 26

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confidence boost. These also give the goals a defined objective and help structure the goal and methods used to accomplish it.

Achievable is the next portion of the acronym, and when it comes to SMART Goals, this is the most imperative in converting the larger, overarching objective that can be too intense on its own into the smaller goals. Making these smaller steps more easily accomplished is aided after determining how success will be measured because knowing the measures helps set the bar for each step. These are also little confidence boosters along the way and each step that is achieved is always seen as a step in the right direction and gives credit to the hard work that you have put in.

The next portion of each smaller step is to ensure that they are relevant to the larger, overarching objective that is being worked towards. This portion of the SMART Goal development helps to keep you on track and constantly moving in the right direction along the journey. These smaller steps also help to keep the focus of what you are working towards overall while also helping you to focus on the next achievement, which will come much sooner and easier than the larger, overarching objective. Each step is designed to develop the skills and abilities necessary to prepare you for accomplishing the larger, overarching objective you set out for initially.

The final portion of the SMART Goal method ensures that smaller steps have specified deadlines to be met by making each one time-bound. This component of the SMART Goal is extremely closely related to the Measurable component as these two work succinctly once each SMART Goal step is created. Finally, this tenant of the goal is used to produce a drive in you to keep working towards accomplishing each step to keep moving forward and closer to accomplishing the more significant, overarching objective.

By taking these steps, the once simple, one-tracked mind goal of finishing a marathon is quickly transformed into a multifaceted SMART Goal that outlines a plan of action to be undertaken to fully develop the skills required to meet the many milestones along the way and ultimately the overarching objective of finishing a marathon.

The difference between these two goals is easy to see in the description alone, but that difference is even more powerful and noticeable once the journey has started.

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health & sciences

The Leadership Lab: Applying Validation Principles to Build Stronger Teams NATHAN ROMAN, ELLAB US DIRECTOR OF MARKETING AND GLOBAL BRAND AMBASSADOR

Leadership isn’t a science—or is it?

In my 24+ years working in the health and life sciences industry, I've learned that building a strong team has surprising parallels with validating complex systems. Whether conducting temperature mapping studies or leading high-performing teams, the principles of clarity, structure, and continuous improvement are universal.

Just as validation ensures equipment operates as intended, effective leadership ensures teams work cohesively toward shared goals.

The structured process of validation—rooted in planning, testing, and refining—can serve as a blueprint for leaders aiming to develop resilient and high-functioning teams.

Let's explore how these principles—and actionable leadership strategies—can transform leadership into a finely tuned-process.

1. Define Requirements: Start with the End in Mind In validation, the User Requirements Specification (URS) serves as a guiding document, clearly defining the system’s intended purpose and expected outcomes. Without this clarity, validation efforts can quickly veer off course. Leadership is no different.

When I introduced quarterly 90-day rocks to my team, the goal was to help the team focus on specific, measurable priorities aligned with our long-term objectives. Rocks provide clear outcomes to aim for and prevent us from being overwhelmed by competing priorities. For example, one recent rock was to increase organic LinkedIn growth by implementing an internal engagement campaign—a clear and measurable goal that unified the team.

Actionable Tip: Define “rocks” for your team by identifying 1–3 measurable goals for the next quarter. This gives everyone a clear target and aligns efforts.

Quote from Nathan: "Everyone knows what needs to be done, but figuring out how to get there can be challenging.

Defining priorities and setting clear goals makes the path forward manageable and focused."

2. Conduct a Walkdown: Know Your Resources In temperature mapping, an equipment walkdown ensures readiness before data loggers are placed. Similarly, leaders must assess their team’s readiness and understand their resources before diving into new projects.

I’ve implemented quarterly role reviews within my department to ensure that team members are clear on their responsibilities 28

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and to help identify any gaps. These reviews aren't about long job descriptions but defining each role's five essential responsibilities.

For example, a marketing coordinator's responsibilities might include managing campaigns, coordinating tradeshows, tracking KPIs, engaging on social media, and supporting internal communication.

This level of clarity ensures that people know their roles and allows leaders to identify opportunities for training or adjustments.

Forget long, static job descriptions. Instead, focus on the essential outcomes and accountabilities for each role. It’s not just about who’s on your bus; it’s about ensuring they’re in the right seat.

3. Placement Matters: The Right Person, the Right Role In temperature mapping, precise sensor placement ensures accurate data collection. Leadership requires the same level of precision— putting the right people in the right roles.

Sure, you’ve heard the mantra: “Get the right people in the right seats.” But what does that actually mean? Most leaders know the phrase but struggle with execution. It starts with defining what the “right seat” looks like—the specific results and responsibilities for which someone is accountable.

I redefined team roles using the Entrepreneurial Operating System (EOS) framework. By focusing on the five major responsibilities for each position, I clarified what success looks like for roles like Marketing Coordinator and Tradeshow Manager. This process improved performance and gave team members greater clarity and confidence in their work.

Actionable Tip: Start by identifying five key responsibilities for each role in your organization. Then, match those roles to team members' strengths and ambitions.

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Quote from Nathan: "Success depends on clarity. Placement is about more than filling roles—it’s about defining what success looks like in each seat and aligning people to achieve it."

4. Validate Processes: Test, Adjust, Repeat Validation requires a structured, iterative approach: Installation Qualification (IQ), Operational Qualification (OQ), and Performance Qualification (PQ). Leadership benefits from a similar mindset—testing strategies, gathering feedback, and refining workflows.

To improve our marketing efforts at Ellab, I introduced a scorecard tracking system to measure weekly KPIs like LinkedIn engagement, campaign performance, and lead generation. By reviewing these metrics during weekly team meetings, we identified what was working and adjust strategies in real-time. For instance, when we noticed a drop in webinar attendance, we refined our email outreach and messaging, resulting in a 20% improvement in registrations.

Actionable Tip: Implement scorecards for your team to track KPIs weekly. Use these metrics to test strategies, adjust as needed, and continuously improve.

Quote from Nathan: "Validation isn’t about perfection—it’s about refinement. Leadership thrives on the same principle: test, adjust, and repeat until you achieve excellence."

5. Monitor and Document: Measure Success to Drive improvement Continuous monitoring is essential in validation to ensure systems perform as intended. For leaders, tracking progress and documenting lessons learned is equally critical.

At Ellab, we conduct quarterly team meetings to review our progress against rocks, analyze metrics, and discuss lessons learned.

These meetings provide an opportunity to celebrate wins, address challenges, and set the tone for the next quarter. For example, during a recent meeting, we identified that cross-departmental

communication slowed project timelines. By addressing this head-on, we implemented new communication protocols that streamlined workflows.

Actionable Tip: Use quarterly meetings to review progress, analyze data, and refine strategies. This keeps the team aligned and focused on continuous improvement.

Quote from Nathan: "Data doesn’t lie. Whether it’s a temperature logger or a performance metric, tracking progress is the key to improvement."

6. Emphasize Collaboration: Teams as Complex Systems Validation projects often require cross-functional collaboration, with multiple teams working toward a common goal. Strong leadership mirrors this approach, emphasizing open communication and

shared purpose.

During the launch of Ellab’s internal engagement campaign, I encouraged cross-functional collaboration between marketing, sales, and operations teams to amplify the campaign’s reach. Weekly check-ins and open communication channels created alignment, ensuring every team knew their role and how they contributed to the campaign’s success.

Actionable Tip: Create structured opportunities for collaboration— whether through shared scorecards, joint team meetings, or crossdepartmental projects.

Collaboration isn’t accidental. Leaders must create environments where communication thrives, and teams can succeed together.

Conclusion: Leadership may not be an exact science, but the principles of validation provide a structured framework for success.

Leaders can build resilient, high-performing teams by defining goals, assessing resources, aligning roles, iterating on processes, and fostering collaboration.

"Everyone knows what needs to be done, but they’re not always sure how to get there. The key is to apply a structured approach—one that empowers individuals and elevates the entire team." - Nathan.

Leadership, like validation, is a journey. With the right structure and a commitment to continuous improvement, your team can achieve excellence—and exceed expectations.

health & sciences

The Power of Rest Ethic: How Slowing Down Can Boost Success YULIYA SEMENOVYCH, LONGEVITY CONNOISSEUR AND FOUNDER OF ELIXIR HEALTH AND WELLNESS

In a world that values hustle and a relentless pursuit of success, the concept of "rest ethic" is unheard of. In recent years, however, many high-performing athletes, business leaders, and creatives have embraced the idea that intentional rest and recovery are vital to their success. This is the essence of the "rest ethic" — the disciplined, conscious practice of slowing down, resting, and allowing the body and mind to recover. Just like a pinball machine, you need to pull back before you can launch forward.

What is Rest Ethic?

Rest ethic refers to the deliberate and structured approach to rest and recovery, much like a work ethic emphasizes dedication to work. While work ethic focuses on discipline in work-related tasks, rest ethic recognizes rest as a productive element. Research has shown that chronic stress and overwork lead to burnout, decreased productivity, and health issues. Just as athletes need time to recover to perform at their peak, professionals and creatives benefit from incorporating downtime into their routines.

Athletes and the Power of Rest One of the best examples of rest ethic in action comes from the world of elite athletes. LeBron James, one of the greatest basketball players of all time, is a firm advocate for rest. LeBron reportedly spends over a million dollars annually on recovery, which includes everything from hyperbaric oxygen therapy (HBOT) to massages and sleep optimization. For LeBron, rest is a critical part of his ability to maintain his elite performance on the court as one of the oldest athletes in the NBA. Tom Brady, another legendary athlete, also emphasizes the importance of recovery. Brady outlines how rest, sleep, and proper nutrition have been essential to his longevity in the NFL. Brady’s routine also includes hyperbaric oxygen therapy, as well as strict sleep schedules and regular relaxation practices.

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Business Professionals and the Value of Rest Rest ethic isn’t just for athletes; many successful business professionals have also adopted this mindset. Arianna Huffington, the founder of The Huffington Post, learned the importance of rest the hard way. After collapsing from exhaustion due to overwork in 2007, Huffington became an advocate for the power of light therapy, sleep, and rest. She has since become a vocal proponent of the idea that sleep and downtime are vital to achieving success in a high-pressure world.

Jeff Bezos, the founder of Amazon, has also spoken about the importance of rest in his life. Despite running one of the world's largest companies, Bezos, who also uses red light therapy, prioritizes eight hours of sleep every night, claiming that it allows him to make better decisions. According to Bezos, sleep is a way to maximize productivity, as it ensures his mind is sharp and ready for the challenges of each day. His perspective highlights that rest ethic isn't about working less but working smarter.

The Science Behind Rest Ethic The importance of rest is supported by scientific research. Studies show that the brain processes and consolidates information during rest periods, leading to improved memory, creativity, and problemsolving abilities. Sleep is when the brain consolidates learning and memories, making it essential for cognitive performance. Without sufficient rest, people are more prone to mistakes, poor judgment, and cognitive decline over time.

A study conducted by the University of Illinois found that people who took short breaks during tasks were more productive than those who worked continuously. The breaks allowed participants to reset their focus, resulting in better performance and less mental fatigue.

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How to Cultivate Rest Ethic Incorporating rest ethic into daily life doesn’t mean abandoning hard work. Here are some practical ways to incorporate a deliberate rest ethic:

1. Prioritize Sleep: Create a consistent sleep routine and give yourself a sleep opportunity of 7-9 hours of sleep each night.

2. Take Regular Breaks: The Pomodoro Technique, which involves working for 25 minutes and then taking a 5-minute break, is a popular strategy to maintain productivity while giving the brain time to rest.

3. Schedule Downtime: Schedule your downtime the same way you schedule work tasks. If you are on a tight deadline, you can also work at Elixir Health and Wellness inside the mild Hyperbaric Chamber (mHBOT) while doing Compression Therapy or Red Light Therapy.

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4. Embrace Mindfulness and Meditation: Many highperforming individuals, including Oprah Winfrey and Tim Ferriss, practice mindfulness and meditation to reduce stress, enhance mental clarity, and recharge, making it easier to stay focused and productive.

In a culture that glorifies overwork, the rise of rest ethic is a refreshing reminder that slowing down can lead to greater success. As LeBron James, Arianna Huffington, and countless others have shown, sometimes the best way to move forward is to stop and rest. Whether you're an athlete pushing your physical limits or a business professional navigating highpressure environments, rest is not a luxury — it’s a necessity.

Follow us on social media to learn more! You can also book a complimentary exploratory call with Yuliya at Elixir Health and Wellness by visiting www.elixirlv.com.

accounting & finance

Banking as a Service [BaaS] - Transforming the Financial Landscape MIKE LICHTENBERGER, CPP FINSTIB, BANKING AS A SERVICE [BAAS] - TRANSFORMING THE FINANCIAL LANDSCAPE In an age where digital innovation is redefining traditional industries, banking functions are undergoing a significant transformation by adopting Banking as a Service (BaaS). This operational shift offers new opportunities for bankcard payment processing, financial institutions [FIs], fintech startups, and even non-financial companies to provide banking services without developing their own infrastructures.

As we explore what BaaS entails, its benefits, challenges, and future prospects, it becomes evident that it represents not just a trend but a fundamental change in how banking operates.

In every payment, there is opportunity. Now, such an opportunity is at the intersection where banking and payments converge. A paradigm shift is rapidly transforming Banking as a Service [BaaS] offerings.

What is Banking as a Service?

BaaS refers to integrating banking services directly into products offered by payment processors [and other FinTechs] through APIs [Application Programming Interface.] By leveraging cloud computing and modern technology, BaaS allows merchants to embed financial services such as payment processing, cash accounting and treasury management, lending solutions, and compliance functionality seamlessly into customer offerings.

BaaS model Merchant Services - Full-featured POS payment acquiring accelerating cash flow, capturing revenue opportunities for the merchant.

Full payment operations and technology integration now exist on a single support platform that is optimized at scale through: i] payment acquiring / banking infrastructure; ii] underwriting and risk management; iii] governance with AML-BSA-FinCEN-OFAC; and iv] responsive customer service.

Payables - Optimizing working capital and earning revenue share by leveraging a payables and treasury solution.

Small businesses starting up today may never interact with a conventional bank. By logging into their e-commerce or accounting platform, they can open a deposit account, order a debit card, and meet most of their financial needs...to embed financial products into a single, seamless, convenient, and easy-to-use customer experience.

- McKinsey, 2022

The BaaS Model takes traditional banking from brick and mortar and brings it into various online platforms. Merchants can now enhance Customer Experiences by providing relevant financial solutions tailored to their needs while focusing on their core competencies without becoming regulated banking entities themselves.

Banks have experienced a record $370Bn outflow of deposits in Q2 despite rising rates to attract them.

- KBW, 2023

The BaaS Commerce Engine is an innovative tech platform that seamlessly embeds acquiring [payment card acceptance,] banking [deposits,] and payables solutions. Imagine your payments partner helping you accelerate your accounts receivable, store your funds in an FDIC / NCUA-insured account with a revenue share on deposit interest, and then provide timely and accurate outbound payments to your suppliers and virtually anyone else. BaaS, with debit cards, lets merchants also earn income on interchange reimbursements for their payable transactions, further reducing their cost of money.

Optimized, BaaS lets a merchant launch services, scale with confidence, and drive value and growth through every money movement. BaaS provides scalable solutions and deployment of intricate local payment methods while remaining compliant within globally diverse regulatory environments.

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Banking & Treasury - Embed financial operations for AR/AP reconciliation, Cash Management, and full transparency to liquidity.

The Benefits of BaaS Personalization of banking and other financial services is demanded by a cross-section of our society: •

74% of consumers across all generations want a more personalized experience from their banks and financial institutions.

•

66% of FI customers are comfortable with their banks or credit unions using their data to provide a personalized experience.

•

70% are okay with FIs using AI for fraud detection.

•

48% of customers log onto their banking app or website daily.

Accessibility permits startups and small businesses with limited capital to leverage existing infrastructure offered by larger banks and FinTechs.

This creates more opportunities in several market segments, such as e-commerce that offers buy-now-pay-later options and incorporates payment plans, for example – all driven by embedded finance via BaaS.

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BaaS providers offer ready-made solutions at competitive rates where costs are significantly reduced. BaaS partners benefit from lower overhead while gaining access to advanced technology and capabilities previously available only to established banks.

the financial float [where funds are held pending clearance but applied internally to other cash management and treasury functions]. So, why delay merchants' access to their funding while assessing excessive fees for services?

The rapid pace of FinTech innovation demands agility, while some traditional banks will struggle with legacy systems and regulations.

Through a BaaS model, FinTechs now have Speed-to-Market as a competitive advantage.

Artificial Intelligence (AI) has begun reshaping FIs through automation capable of analyzing vast data leading to better risk assessment capabilities. Fraud detection strategies go way beyond “Red-Flag” alerts and other risk parameters. Improved merchant support when combined within BaaS integrations will foster even richer service offerings. With overall improved efficiency driving lower costs, long-term and sustainable growth is likely for those who adopt BaaS into their business model.

BaaS allows us to tailor our financial services to meet the specific needs of our merchants. Customer Experiences [CX] demand a personalized and seamless interface where merchants can manage their finances without leaving an application they already use. With the ever-evolving definition of CX, this convenience fosters customer loyalty and increases our engagement with our merchants, and merchant engagement with their customers.

The financial industry is heavily regulated, and integrating banking services involves adherence to compliance standards set by regulators.

Data security, anti-money laundering [AML] practices, know-yourcustomer [KYC] requirements, and other Bank Secrecy Act [BSA] regulations require careful selection of and collaboration with established BaaS partners to alleviate some regulatory burdens.

BaaS models, of course, require significant technology buildouts and data infrastructure for integration. Well-funded partnerships, as well as FDIC and NCUA insurance for deposits, are vital to any successful rollout.

Risk Management in any financial institution remains at the forefront of governance and best practices. Underwriting and concerns for fraud, as well as identity theft through fraud, continue to evolve. Traditional banks find it difficult to onboard new customers simply by opening another new account. Deposit relationships and immediate access to funds seem to be mutually exclusive between FIs and depositors. For payments, merchants expect access to their funds immediately after the clearing and settling transactions. We may have also experienced receiving a phone call asking, "Where is my money?" only to learn there are deposit delays and risk holds due to concerns for fraud, merchants’ financial instability to fund chargebacks, and other delays in clearing checks or deposits via ACH. Of course, such delays have a collateral advantage to the FIs on

So, moving on from here!

BaaS-enabled FIs, specifically payment processors, can successfully navigate ever-changing landscapes and prosper over market disruptors Banking as a Service represents not just an emerging trend but the evolution of redefining how Fis will financially engage merchants throughout the entire Commerce Cycle. This means operating with new technology, sustainability across all access points, meeting new and ever-changing CX, and delivering unique engagements never before experienced.

New markets will develop as payment processors adopt BaaS and Unified Commerce as standard offerings. FIs will remain more than steps ahead of traditional banks and credit unions with higher operational costs and inadequate infrastructure. Many banks and credit unions remain stuck on strategies to acquire new deposit relationships, generating new fee-based income, and merchant lending practices with inefficient underwriting and [needless] delays in application processing.

Others are still drawn to the predatory Merchant Cash Advance market.

Merchants now have options to reduce their cost of money, earn revenue share on their deposits and payables, and solve the many problems previously associated with an archaic banking model. BaaS provides a unified and scalable solution. The potential for BaaS expansion is driven by evolving customer expectations for convenience and personalization.

Who provides BaaS is less concerning than the accuracy and reliability of BaaS, which allows for the consolidation of all banking in one place.

Banking-as-a-Service and Payments Every Transaction is an Opportunity for Growth

enTrust Payment Systems

Innovating the Future of Commerce

At the intersection of BaaS and Unified Commerce, we create game-changing solutions empowering your business with a seamless financial and customer experience.

Contact us at info@entrustmerchant.com or call 610.216.1442 enTrust Payment Systems is a managing ISO/Agent of Priority Payment Systems LLC [NASDAQ:PRTH] a registered ISO/MSP of Synovus Bank, Columbus, GA, and Axiom Bank N.A., Maitland, FL.

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NETWORK MAGAZINE'S EXECUTIVE EDGE WITH KATELYN MACK | CEO, LINC

Leadership for High Performing Organizations This article elaborates on remarks shared at a recent LINC CEO Breakfast Forum, a gathering of 50 CEOs from various industries and sectors committed to strengthening the workforce in the greater Lehigh Valley..

of industries – from marketing to manufacturing. Listening shows employees that their voices matter, creating a culture of inclusion and respect.

Fostering a culture of high performance is critical to organizational success. Leaders play a vital role in setting the tone of the work environment. Employees and managers often base their actions, decisions, and behaviors on what they see modeled by leaders.

Inclusive leaders are curious leaders. They actively seek out diverse perspectives and ideas, especially when making decisions. Fostering a culture of “contributory dissent” according to research by McKinsey and Company helps organizations get to better solutions, innovate, and tackle tough challenges. As a leader, you may welcome others’ opinions when they fit your narrative. In the face of disagreement or friction, how do you lean into curiosity to fairly consider ideas, plans, and opinions of team members who bring a contrary point of view?

At LINC, we have the privilege of working with more than 50 organizational leaders who are advancing vital strategies to promote more inclusive workplaces. Why? Because inclusive workplaces are good for our people and business.

Inclusive cultures aren’t just beneficial for underrepresented groups— they’re good for everyone. Their results lead to greater fairness, opportunity, and high performance, making them critical to value creation within our businesses. After all, who wants to work in a culture of exclusion?

If leaders set the tone for culture, what characteristics fuel the attitudes and decisions that employees at all levels want to see more of in the workplace?

THE FIVE TRAITS OF INCLUSIVE LEADERSHIP 1. Fairness Fairness lies at the heart of inclusive leadership. This means rewarding and recognizing all employees who contribute to organizational success. According to Great Places to Work, “When workers say they receive a fair share of the profits, they are 28% more likely to say people give extra effort at their company and 46% more likely to stay with their company long-term.” Giving extra effort, or “discretionary effort,” can mean the difference between a product being shipped on time and a costly delay. Fairness strengthens employee morale while fueling productivity and performance.

2. Listening Active listening also contributes to employee morale, productivity, and performance. Instead of jumping into an employee complaint with a quick fix or downplaying a concern, leaders who model active listening build trust that can lead to stronger team alignment and collaboration. Studies have demonstrated that a leader’s ability to listen increases their employees’ job performance across a range

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3. Curiosity

4. Trust Trust is the foundation of any inclusive workplace. Leaders build trust by communicating openly, honestly, and through the relationships they build within and among their team. Even in challenging situations, transparency signals to employees that their leaders are committed to doing the right thing.

5. Accountability Inclusive leaders hold themselves and their teams accountable for fostering a culture of inclusion. Operating with a strong orientation toward results is one of the four behaviors that account for 89% of leadership effectiveness in a global survey by McKinsey and Company. Accountability involves setting measurable goals, tracking progress, and addressing gaps when they arise. Our actions as leaders have an outsized impact on the people we serve. Are you holding yourself and your leadership team accountable for creating a culture where all employees feel valued, heard, and empowered to contribute their unique perspectives?

Our Opportunity How would you rate your ability to show up with these five traits consistently and reliably? Take a moment to reflect on which of these five traits comes naturally to you and which of these you may need to lean into more. Then, consider how well your leadership and management team members model these characteristics.

Inclusive leadership is a strategic advantage for our businesses.

We can create workplaces that empower everyone to succeed by embracing these traits.

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tech

AI Is Transforming Security. Here’s Why It’s Good for Business.

MICHAEL MILLER, PRESIDENT & CEO AT TWG SECURITY

AI-enabled security systems are reshaping how businesses approach security, from which threats to focus on to how early they can be detected. In this article, we look at four AI-assisted applications being deployed by organizations big and small to protect themselves and save critical time and money in the process.

Today's businesses face no shortage or variety of possible security threats. From espionage drones to concealed weapons to vehiclebased attacks, risks and their vectors are getting harder to predict.

Making matters worse, traditional security systems struggle to keep up—at least by themselves.

AI is reshaping what we look for AI is changing how businesses approach traditional security measures, such as surveillance and monitoring, by dramatically improving our ability to respond to environmental dangers. For example, AI-enabled analytics, embedded within a video surveillance software system and trained to recognize the outline of a concealed weapon in someone's jacket, can allow rapid detection and mitigation of a serious threat—much faster and more accurately than a human.

loitering, erratic movements, or unauthorized access to restricted areas, allowing security teams to respond to potential issues proactively rather than waiting for incidents to occur.

Weapons detection AI systems can also detect weapons with exceptional accuracy. By analyzing visual data, AI systems can recognize firearms, knives, or other dangerous objects, even ones partially concealed. This enables faster, more precise responses in critical situations, potentially saving lives. For example, in environments like schools or hospitals, these systems can alert security personnel immediately when a threat is identified, reducing response times and mitigating risks before they escalate.

Drone detection

Sadly, as such threats become more common and sophisticated, leveraging AI-enabled security is no longer optional. So, what can a business do? And what does it look like in the real world?

AI-powered detection systems can analyze radar, thermal sensors, and video feed data to identify and classify drones based on their size, movement, and flight patterns. This enables early detection, for example, before a drone enters restricted airspace. Once detected, AI systems can automatically trigger alerts to security teams or deploy countermeasures like signal jamming or automated tracking.

Taken together, such a system can help a business such as an airport or hospital mitigate an aerial threat more rapidly.

AI-enabled security in the real world

License plate recognition (LPR)

Combining advanced analytics with real-time processing gives AI unprecedented capabilities to detect, assess, and respond to threats.

Here are some of the most impactful ways it's being implemented.

Video surveillance Unlike traditional surveillance, which relies heavily on manual observation or pre-set motion triggers, AI systems can analyze live video feeds continuously and autonomously. These systems use advanced algorithms to identify suspicious behaviors, such as 38

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AI-enhanced LPR systems are being used to improve perimeter security by automating the process of identifying and logging vehicle information. These systems capture and analyze images of license plates as vehicles enter or exit a parking lot or specific area, automatically comparing the data against pre-approved lists.

This allows businesses to flag unauthorized vehicles and prevent unauthorized access quickly.

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Small businesses are using AI, too.

AI-powered security isn’t just a tool for large companies with big budgets. SMBs are finding their own use cases as well. LPR, for example, can help a small business simplify things like parking management—ensuring only authorized vehicles park in allocated spaces—and delivery tracking—recording details like vehicle characteristics and timestamps to avoid misplaced or delayed deliveries.

Such capabilities allow all businesses to increase security without increasing manual effort, boosting safety without adding operational expense.

Test drive before you buy AI-driven systems are the next generation of security. However, not all systems are created equal, and moreover, not all security integrators have done their homework. That's why the first step is to schedule an onsite consultation and, if possible, a demonstration of a system's capabilities with a security integrator you trust. Only then can you ensure the soluton you ultimately end up with is tailored to your needs and environment.

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Tech Talk for SMBs Unlocking Growth, Efficiency, and Success with Smart Technology Strategies ERIC DIFULVIO, CO-CEO, MCIT

Why IT is the Key to Small Business Success Technology isn't just changing the way we work—it's redefining the essence of small business success. For small business (SMB) owners juggling countless responsibilities, making the most of IT can feel like decoding a complex puzzle.

But here's the key - with the right approach, technology doesn't just support your business goals—it amplifies them.

Welcome to Tech Talk for SMBs, where I'll break down the jargon, bust the myths, and show you how to make technology work for you. I'm Eric DiFulvio, Co-CEO of MCIT, a local Managed Services Provider (MSP). I'm here to share practical insights from over a decade of IT leadership spearheading digital transformation at enterprise-level businesses. I'm thrilled to extend that knowledge to Network Magazine readers and the local business community through this column.

Let's unlock your SMB's potential together…

Why IT Matters: The Secret to Staying Ahead For many SMBs, technology is the unsung hero behind daily operations. It's the email system that keeps your team connected, the software that tracks inventory, or the payment system that processes sales. IT enables communication, enhances productivity, and improves customer experiences.

But IT isn't just the nuts and bolts of your systems; it's the strategic difference between keeping up and breaking ahead.

With the right tools and strategies, IT enables you to: With the right tools and strategies, IT enables you to: 40

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1. Save Time: Automate tasks and focus on what matters most.

2. Enhance Experiences: Delight your customers with seamless service.

3. Cut Costs: Streamline processes and reduce waste.

4. Expand Reach: Connect with new audiences using digital platforms.

Businesses that embrace IT as a partner, not as an afterthought, are the ones that thrive in today's digital economy. But if neglected, technology can become a source of frustration and missed opportunities.

SMB Challenges: Turning Roadblocks into Opportunities Small businesses often face hurdles that keep them from realizing IT's full potential—but these roadblocks are also opportunities in disguise.

Outdated Systems: Holding onto outdated hardware or software may seem cost-effective, but the resultant inefficiency, failures, and security risks could be holding back your business.

Cybersecurity Threats: SMBs are prime targets for cyberattacks. A single breach could mean more than downtime. It could spell disaster when coupled with lost revenue and damaged reputation.

Lack of IT Strategy: A reactive approach to IT—fixing problems and putting out fires as they arise—can make it hard to adapt to challenges or scale effectively. Don't risk getting stuck in survival mode versus planning for your future.

Overcomplicated Solutions: Adopting flashy tools without a clear purpose or guidance from IT experts can create inefficiencies and MyNetworkMag.com

frustrate you and/or your team. The goal isn't more tech – it's better tech.

IT as a Strategic Partner: The good news is these challenges are solvable. With the right approach, IT can become a driver of growth and innovation.

Here’s how to make that happen: •

•

Futureproof Your Business: View IT as an investment, not just an expense. Develop a roadmap that aligns with your business goals and ensures IT evolves as your needs do, whether expanding markets, retaining customers, or streamlining operations.

Focus on Security: Think of cybersecurity as a digital seatbelt— it's not optional for you and/or your team. Regular training, multi-factor authentication, and strong policies and passwords can make a world of difference.

•

Leverage Cloud Power: Cloud-based tools are cost-effective, scalable, and accessible for businesses of all sizes, making them ideal for both remote and hybrid workforces.

•

Simplify Your Tech Stack: When it comes to technology, less can often mean more. Focus on tools that truly serve your operations and integrate seamlessly.

Here’s a preview of what’s to come: 1. "Cybersecurity Made Simple: Protecting Your Business from Threats" 2. "How to Build an IT Roadmap for Long-Term Success" 3. “Is IT Staffing an Option?”

4. "Cloud Solutions: What You Need to Know" 5. "Getting the Most ROI out of Your Tech Budget" Whether you're tech-savvy or prefer to leave IT to the pros, this column will be a resource for making technology work for you.

Let’s Get Started As a small business owner, you don't need to be an IT expert—you need the right guidance to make informed decisions.

Take a moment to reflect on your IT setup. Are your systems helping your business? Are you confident in your cybersecurity measures?

If the answer to either question is "no" or "I'm not sure," you're not alone—and this column is here to help..

Stay tuned for next article, “Cybersecurity Made Simple: Protecting Your Business from Threats”. Let’s make technology work for your business—not the other way around.

What’s Next? Insights You Can Act On As we continue Tech Talk for SMBs, my goal is to provide you with insights you can implement right away. I will break down complex topics and turn them into practical, actionable strategies you can use in your business.

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philanthropy

Bridging the Transportation Gap: A Lehigh Valley Initiative Promotes Equitable Access JACLYN PALOS BZURA, PARTNER, BICYCLE MOTOR WORKS AND CO-FOUNDER, “FEAT” In the heart of the Lehigh Valley, a groundbreaking initiative is paving the way for equitable transportation access. On November 8th, 2024, the community came together at Café The Lodge in South Bethlehem to celebrate the donation of an e-bike to a deserving local resident, marking the beginning of a movement focused on empowerment, sustainability, and community-driven change.

FEAT (Fostering Equitable Access to Transit), a local nonprofit led

by Megan Lysowski, spearheaded this effort in collaboration with key partners, including Bicycle Motor Works, CAT (Coalition of Appropriate Transportation), and Bethlehem eBike. Together, they are addressing a critical need for affordable, reliable transportation, particularly for lower-income individuals who rely on such access for independence, economic mobility, and sustainability.

An Empowering Gift for a Better Future The centerpiece of the event was the donation of a fully outfitted e-bike to Anthony, a South Bethlehem resident. Complete with safety gear, a high-performance battery, and essential accessories like a tire pump and master lock, this e-bike is more than just a vehicle— it’s a lifeline. It symbolizes the independence and opportunity that transportation access can provide.

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Megan Lysowski reflected on the day's success, saying, "This e-bike isn't just transportation—it's a symbol of opportunity and empowerment."

Bicycle Motor Works’ Matt Bzura provided Anthony with handson training in basic bike maintenance, fostering self-reliance and ensuring he has the tools to care for his new e-bike. Tim Phelps of CAT supplemented this with a series of “smart cycling” classes to enhance Anthony’s skills and safety on the road. To top it off, Bethlehem e-Bike’s Chris Briggs offered complimentary maintenance services, ensuring the e-bike remains a reliable and sustainable resource for Anthony.

Anthony shared his gratitude, saying, "This bike gives me the freedom to get where I need to go without worrying about costs or delays."

A Collaboration Rooted in Community Support The event demonstrated the power of collaboration among Lehigh Valley businesses, nonprofits, and community members. Café The Lodge, represented by Program Director Ian Panyko, played a critical role in hosting the event, underscoring the importance of local partnerships. Megan Lysowski reflected on the day's success, saying, "This is just the beginning of what we hope will be a much larger initiative to address transportation inequities in our community."

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A Movement for Change Transportation access remains a significant challenge in the Lehigh Valley. According to regional studies, limited access to reliable transportation disproportionately affects lower-income residents, creating barriers to employment, healthcare, and education. FEAT’s e-bike initiative represents a vital step toward breaking down these barriers, one rider at a time in their newly launched experimental project.

Join the Effort The success of FEAT’s first e-bike donation highlights the strength of our community and the impact of collective action. As FEAT looks toward the future, plans include expanding e-bike donations, advocating for safer cycling infrastructure, and offering more educational programs to equip riders with the tools they need for success.

Community Outreach Project “FEAT” The team was founded by Bicycle Motor Works’ Jaclyn Palos Bzura, Bethlehem eBike’s Chris Briggs, and Project Leader Megan Lysowski after having learned of their shared vision at a Lehigh Valley Planning Commission meeting. Within months, they recruited Independent Marketing, Jill Smith, and Marketing Director & Validation Expert Nathan Roman to bring their mission to new heights.

Residents and organizations interested in supporting these efforts can visit featpa.org to learn more about donating, volunteering, or partnering with FEAT to drive lasting change.

ABOUT THE AUTHOR Jaclyn Palos Bzura is a dynamic entrepreneur, advocate, and leader based in Bethlehem, Pennsylvania. As a Partner at Bicycle Motor Works, she has spent over a decade mastering the intricacies of managing a family-owned business, excelling in areas such as marketing, advertising, content analysis, and graphic design. Jaclyn is also the Co-Founder of FEAT (Fostering Equitable Access to Transportation), an initiative launched in 2024 to empower disadvantaged communities by providing eco-friendly, affordable eBikes. In addition to her entrepreneurial ventures, Jaclyn is a passionate advocate for volunteerism, having held leadership roles in organizations like the PTA, Cub Scouts, and Wesley’s Circle of Friends Preschool. Her mission-driven work extends to projects like "Our Safe Mission," which promotes safer eBike manufacturing standards and supportive policies for small business growth.

Outside of work, Jaclyn is an avid runner, painter, and pianist, drawing inspiration from her family and a love of the arts. Her dedication to community growth, innovation, and education underscores her belief in the transformative power of mobility and the arts to create opportunities and foster resilience.

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lifestyle

Reimagining Luxury: How Younger Generations are Transforming Spending Habits on Wine & Beyond KIM MCCULLOUGH, OWNER, CELLAR BEAST WINEHOUSE Luxury products have long been markers of success, refinement, and personal taste. For previous generations, purchasing a premium bottle of wine or splurging on a designer handbag often symbolized entry into an exclusive club. But as Millennials and Gen Z come of age, their attitudes toward luxury, including wine, are reshaping the market in ways that prioritize values, experiences, and digital influence over traditional notions of prestige.

The Evolution of Luxury Spending Generational shifts in spending habits are not new, but the contrast between younger consumers and their predecessors is striking.

Baby Boomers and Gen X often viewed luxury goods as aspirational, focusing on acquiring high-status brands as a form of social currency.

Younger generations, however, tend to allocate their disposable income differently.

For Millennials and Gen Z, luxury is less about exclusivity and more about meaningful experiences. A study by Bain & Company revealed that these generations are more likely to spend on "intangible luxuries" like travel, dining, and experiences that align with their values. As both a consumable product and a social activity, wine straddles this divide. A $100 bottle of wine is not just a drink; it's a moment to share, an Instagram post to publish, or an event to attend.

Wine as a New Luxury Historically, wine consumption often reflected tradition and status.

Baby Boomers built wine cellars filled with Bordeaux or Napa Valley Cabernet, viewing these collections as investments and social proof of their refined taste. In contrast, younger wine consumers favor discovery over prestige. They seek small-batch wines from boutique producers, natural or biodynamic offerings, and stories behind the bottle.

This generation’s focus on sustainability and authenticity also plays a key role. A 2022 Wine Intelligence report found that 40% of Millennials consider environmental and ethical practices a significant factor in their purchasing decisions. For wineries, this means that transparency about farming practices, winemaking processes, and corporate values can resonate more deeply than awards or accolades.

to wine not just for what's in the glass but for what surrounds it: vineyard visits, exclusive tastings, and curated events. This trend aligns with their preference for "story-driven" purchases that offer social or emotional connections.

For wineries, this shift presents opportunities to redefine their value propositions. Offering experiential packages such as virtual tastings, vineyard tours, or harvest events can engage younger consumers while showcasing the craftsmanship behind the wine.

The Digital Revolution and Social Media Social media has profoundly reshaped how younger generations discover and engage with wine. Platforms like Instagram and TikTok are now essential tools for wineries and wine brands to connect with this audience. Posts from influencers and creators often spark viral demand, bringing attention to boutique producers that might have been overlooked in a traditional retail setting.

Additionally, digital platforms have streamlined the way consumers access wine. Subscription services and online marketplaces offer curated selections, making it easier than ever to discover and purchase wines from small-scale producers. For Millennials and Gen Z, this convenience, combined with a sense of exclusivity in discovering “hidden gems,” redefines how they engage with luxury.

Broader Implications for the Luxury Market The trends seen in the wine industry are mirrored across the broader luxury market. Younger consumers expect brands to offer more than just quality - they demand alignment with their personal values.

Whether it’s sustainability in fashion, eco-tourism in travel, or minimal intervention in winemaking, these values-driven purchases reflect a shift toward conscious consumption.

Yet these consumers are still willing to pay a premium when the product offers more than material value. Today’s luxury is about personal expression, ethical responsibility, and creating unforgettable experiences.

Wine, as it turns out, is more than a beverage. For Millennials and Gen Z, it’s a medium for connection, a celebration of individuality, and a reflection of a new era in luxury.

Experiences Over Bottles Perhaps the biggest driver of this generational shift is prioritizing experiences over possessions. Millennials and Gen Z are drawn 44

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lifestyle

Princess Grand Jamaica & Princess Senses The Mangrove: A New Era of Luxury in Negril JENNIFER DONCSECZ, CTIE, PRESIDENT, VIP VACATIONS INC CERTIFIED TRAVEL INDUSTRY EXECUTIVE

Negril, Jamaica, has recently welcomed two stunning new resorts to its shores: Princess Grand Jamaica and Princess Senses The Mangrove. These sister properties offer distinct experiences, catering to both families and adults seeking a luxurious escape. These highly anticipated resorts feature a combined 1000 rooms, including 12 over-the-water bungalows, and it is the first resort in Jamaica to offer a full-service casino.

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Princess Grand Jamaica is a vibrant resort designed for families. Children will be delighted by the Kids' Club, which offers engaging activities and supervised play areas. The resort also features a thrilling waterpark with exciting slides and a lazy river, promising hours of fun for all ages. Teenagers can enjoy their own dedicated space at the Teen Club, where they can participate in games, sports, and social events. The resort offers a diverse dining experience, and with 9 different restaurants, there are options ranging from casual buffets to à la carte restaurants serving international cuisine. Daily and nightly entertainment includes live music, shows, and themed parties, ensuring there's always something to keep everyone entertained. With over 500 rooms and suites at the Princess Grand, the Club rooms include access to a rooftop VIP club and infinity pool. This family resort also has a stunning spa and several areas that provide unique destination wedding locations.

Princess Senses The Mangrove offers a sophisticated oasis for adults seeking a tranquil escape. This adults-only resort features luxurious overwater bungalows with private infinity pools that offer breathtaking ocean views. Guests can indulge in rejuvenating treatments and pampering services at the world-class spa with a state-of-the-art hydrotherapy circuit.

The resort also boasts 13 gourmet restaurants and 2 food trucks, serving a variety of cuisine experiences. For their club level + butler level guests, exclusive amenities include a private beach club, a rooftop infinity pool, and a VIP club restaurant.

The brand-new full-service Casino and 600-seat theater create a vibrant nightlife scene, ensuring a truly unforgettable stay.

While offering distinct experiences, both resorts share certain amenities, allowing guests to explore the broader resort complex. Adults can freely travel between resorts, and 8-passenger golf carts are always available, making it easy to enjoy everything both resorts provide. Situated on the beautiful shores of Negril, both resorts offer easy access to pristine beaches, turquoise waters, and vibrant nightlife.

The arrival of Princess Grand Jamaica and Princess Senses The Mangrove marks a new era of luxury and sophistication for Negril, offering a diverse range of options for travelers seeking an unforgettable Jamaican getaway.

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