From TV Producer to Wellness CEO: Meet the Woman Revolutionizing Recovery
Alane Paulley's work is revolutionizing the way people approach pain management and recovery. Get to know this inspiring FACE of Louisville! Image: AuraWell
Alane Paulley spent six years producing the news. Now, she’s producing something even greater — relief for people living with chronic pain. As the powerhouse behind MagnaWave, AuraWell, and VyFy Wellness Club, Alane develops and distributes wellness technology that’s accessible (and life-changing) for everyday people. Alane’s work is revolutionizing how people approach pain management in recovery. Get to know this week’s inspiring FACE of Louisville!
You work in a complex field. For the non-tech savvy, how would you describe what you do for a living?
I manufacture pulsed electromagnetic field (PEMF) devices. If I don’t want to go too in-depth, I usually say I manufacture medical devices, because once you say “PEMF,” people want to understand the science behind it.
The more complete answer is that I look for devices that can help people live and feel better — then I make them more accessible and easier to use. I didn’t create the technology, but I’ve repackaged it, simplified it, and made it more effective and accessible.
What inspired you to pivot from a television career into the health and wellness industry?
I had two children and worked a lot. My dad was distributing PEMF equipment and providing treatments for horses and other animals. He and my mom ran the business and needed to hire someone, so I started working for them, and that led to where I am and what I’m doing today.
My mom and dad had been working with the technology since 2006. I joined them in 2012, brought manufacturing in-house in 2017, and we received FDA clearance for human use in 2025.
There’s a lot of information swirling around in the wellness world today. Anything you’re dying to debunk?
The term “biohacking” gets thrown around a lot, and there are plenty of fads in health and wellness. But people shouldn’t dismiss every modality or supplement because of one bad experience. There are legitimate companies and excellent products out there; you simply have to do your due diligence.
You should be able to research what a product contains or what a device does, how the company measures success, where it is made, and how its materials are sourced. Any company selling a modality or supplement should be able to answer those basic questions. Trust your gut, do the research, and don’t buy something solely because you saw it in a social media reel.
What is the most rewarding part of your job?
One day, a customer called me crying. I assumed she was upset, but she said, “You don’t understand. I took a shower. I squeezed the shampoo bottle, washed my hair, listened to music, and danced. It was the first time in years it hadn’t hurt.”
Hearing how emotional she was about the absence of pain changed everything. I became a full-force believer and wanted to know why everybody didn’t know about this. Eventually, I helped take us from distributor to manufacturer, bringing the intellectual property here and starting our manufacturing company.
I also love seeing how surprised people are. They’ll say, “Why didn’t I know about this sooner?” Every day, I hear from people who say the technology has changed their lives. A woman recently sent me a card saying she couldn’t walk without pain just two weeks earlier.
I receive letters like that every week, and I love it. The best part of any job is feeling rewarded by the work you’re doing. For me, that comes from hearing people’s stories.
If you weren’t doing this, what career would you pursue?
I’d go back to television or pursue a role in broadcasting. I like people, I like to talk, and I like to share. That’s what I went to school for, so I’d probably find my way back to it somehow.
What is something people might be surprised to learn about you?
I know sign language. I learned in grade school because I had a friend who was deaf. Instead of Spanish, our school taught us sign language, and she had an interpreter. I started signing at Mass and continued through grade school and a little of high school. I don’t use it all the time anymore, but sometimes I see people signing in public and realize I can still understand them.
What is the best advice you’ve ever received?
The greatest ability is availability! That applies to so much more than professional athletes or sports. Whether you’re in college, starting a new job, or pursuing any goal, showing up and being consistent is half the battle. Being available and putting yourself in the right situations is the best ability.
What are your favorite places to eat, shop, and play around Louisville?
I really like Namnam Cafe in St. Matthews. I get carryout there often for my family because it’s so good, fresh, and consistent. I also love Maira Mediterranean Grill. It is the best Mediterranean food in the city — and those are fighting words!
For fun, I like Douglas Hills Park for the tennis courts, walking trails, and pool. I also go to the YMCA and spend time at VyFy Wellness Club every day. I created VyFy because I was tired of going all over town for different recovery options, so I put everything I enjoy in one building.
Nearly five years in, it has grown into an amazing community. If you want to begin a health and wellness journey but feel intimidated by a gym, recovery center, or med spa, I encourage you to visit VyFy Wellness Club. We welcome walk-ins six days a week, introduce people to the different modalities, and let first-time visitors try them at no cost.
Name one thing you can’t live without.
My portable red-light device. I’m serious — it’s always with me. I keep it in my purse, take it when I travel, and use it several times a day. I have three kids and three businesses, so I don’t have time to sit plugged into a wall wearing a red-light mask. This takes 30 seconds, and I can use it wherever I am. I don’t remember how I functioned before I had it.
What do you wish more people understood about your path?
I’ve been married for 20 years, and I have three kids. Beyond that, I’d want people to know that sometimes, being naive is a superpower. Especially as women, we can overplan or decide exactly where we want to be and when we want to get there. I would never be doing what I do today if I had fully understood how hard it would be.
I hired people who were smarter than I was, listened to them, believed in the work, and took risks. You don’t have to figure everything out before you begin. Ask what you can do today to move toward the goal, then start. I studied journalism; I never imagined I would run a manufacturing company. It’s okay not to know every next step.
**********
Discover more Louisville stories worth sharing. Follow us on Instagram!
Lennie Omalza
Originally from Hawaii, Lennie Omalza is a Louisville-based freelance writer of over 18 years. Lennie is a yoga-loving foodie who travels as often as she can and enjoys writing about food, homes, and weddings. You can find more of Lennie's work at Eater, Hawaii Home & Remodeling, and The Louisville Courier-Journal.
