We had the good fortune of connecting with Gina de Peralta Thorne and we’ve shared our conversation below.

Hi Gina, how do you think about risk?

I’ve never been risk-averse, but admittedly, I do pause when making big audacious changes. I know that when we risk, we get uncomfortable, and it’s through the discomfort we find true growth. While I may not always welcome taking risks or getting uncomfortable I have found the most poignant moments in my life happened when I took the leap.

It was a recent BIG risk that ultimately landed me in a place of launching my own business. In 2021, post-COVID, my husband and I embraced a new chapter as empty-nesters. We decided to walk away from our corporate and professional careers, sell all our belongings, downsize to a 10×10 storage unit, and become location-independent.

This nomadic life, often left to the 20-something generation, had us in our early 50’s living out of backpacks traveling the world. What started out as a sabbatical has now evolved into a lifestyle. This inverted life, while challenging at times, has given me the freedom to make space to do things that are intentional and give me purpose. While the risk of walking away from my professional career and all our possessions was scary and unfamiliar, I found that I was less weighed down by the expectations of others, and more focused on the opportunities to create a business that gave me the freedom to work and travel.

Today, I still take risks, can’t say I invite them in but I do use my past experiences to act as assurances that when taking those leaps of faith, great things can transpire!

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
As the daughter of a Cuban political refugee, I learned early on that perseverance and a strong work ethic yielded value-driven results. I have carried this into all the ups and downs of both my personal and professional career. I started in the public sector working to design and implement prevention programs that addressed everything from teen smoking, diabetes, underage drinking, and drug use. I am deeply rooted in the belief that through education and community organizing, collecting efforts of the many can make macro-level change with people and ultimately communities.

My career transitioned from prevention to treatment in 2008, when I was recruited to work for an inpatient addiction treatment program in Virginia. This unique program helped professionals with career licensing issues, ie., doctors, pharmacists, nurses, lawyers, and pilots, access treatment and recovery services for their addiction. When asked, “How did you get into the field of addiction treatment? I share that it picked me. The impact of working in this field as someone who is not in recovery has been profound. While my title was Director, VP, or Chief Marketing Officer, I found myself more as an ambassador and advocate for those individuals and families struggling with addiction.

I am most proud of and excited to share the work I have done over the last 10 years in behavioral health as a change agent to the unethical marketing practices in this field. The dark shadow of unethical characters utilizing “patient brokering”, and black hat digital marketing has made it increasingly more difficult for consumers to trust whom to work with in sending their loved one to treatment. My role in training and education, national presentations, and co-founder of the regional organization Colorado Professional Liaison Association has worked to change the narrative and infuse best practices for those individuals working in this field for the first time.

When I reflect on my career, every position I have taken was not driven by money or title, but instead, by the desire to be a part of something bigger than me. I have found my greatest success is doing work that empowers others to see and rise to their fullest potential, Working in the field of behavioral health has taught me how to address my own character defects, make amends for my mistakes, work with humility and accept failure as an opportunity and not a set back.

My story started when I watched my father build a life by overcoming the hurdles of cultural stigma and language. It continues today built on the willingness to recognize that I am a teacher and learner. The people I had the good fortune to work side by side with, over my 30-year career, have trusted me as their mentor, allowed me to learn and ask questions, empowered me to push through difficulty, and celebrated together the successes that we have done collectively.

Our careers and life passions are not done in isolation but in community. Working in addiction treatment helped me build a tribe of people who live a life of honesty and purpose. They find gratitude in the day-to-day and have taught me as I continue to explore new opportunities and take new risks that doing it together and staying authentically who you are will always make you successful.

The culmination of my work and passion for changing the landscape of treatment has positioned me to build a business that responds to the needs of leaders and helps elevate the importance of ethical practices of business development, marketing, admissions, and alumni services.  These forward-facing departments are vital to building consumer confidence that they or their loved ones will receive best-in-class treatment.  Offering a comprehensive needs assessment, individual and group coaching, leadership training, and strategic planning allows us to address the “micro-tears” in a system that often prevents organizational growth.   When we take care of the organization, and its staff and build strong systems more people are treated and ultimately healed.  This is my goal, this is my purpose.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Denver is a great city with so many unique areas to visit. We have explored Denver by moped, bike, foot, and car. In planning a weekend-long itinerary to Denver, I would start by encouraging people to come late Spring to visit the Botanic Gardens, attend a summer concert, and purchase a picnic dinner meal while watching and listening to a great top headliner.

On Saturday morning we would visit VooDoo Doughnuts and find the most inappropriate yet delicious donuts to eat, but not there… we would head to Wash Park and watch the locals setting up for the day, picnicking and playing with their dogs and hanging out with friends.

By mid-morning we would head to the Fifty-two 80’s store. As a product of the 80’s, We love checking out the “totally awesome” memorabilia and reflecting on our pre-teen years. Lunch is here, so now its time to head to the Milk Market and grab a salad, pizza, or my fav, chicken and waffles. Sit outside in the ally and enjoy the beauty of downtown Denver.

Later in the afternoon, we would jump on a couple of mopeds and do a guided tour on ScooTours Denver to learn some unique features of the architecture and history of Denver.

After a long siesta, we would head to dinner Saturday night at Watercourse Foods for some fantastic vegan fare and finish off the night at the Green Russell listening to great jazz music.

Sunday morning we would head to Syrup in Cherry Creek for their amazing Pecan Waffles. Then walk the area and explore the beautiful homes.

Who else deserves some credit and recognition?
I have to give a shoutout to my husband, Stephen. My biggest cheerleader who throughout our 32 years of being together has always seen my potential and goes to great lengths to help me reach my goals.

To my son Ethan, who inspires me with his drive, zest for life, and willingness to live life on life’s terms.

To all the amazing powerful women I have had the good fortune to work with over my 30-year career. You know who you are.

Website: gina@ginathorneconsulting.com

Instagram: LivDeeper10x

Linkedin: https://www.linkedin.com/in/ginathorneconsulting/

Youtube: LivDeeper10x

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