How do you take a centuries-old cultural ritual, steeped in tradition, and revolutionize it for the modern global consumer? In this fascinating episode of the JUSTIN AND THE [FOOD] ENTREPRENEURS Show, host Justin Bizzarro sits down with Ashley Bock, a global marketing expert from Advanced Inhalation Rituals (AIR). This is a deep dive into the business of culture, innovation, and community, exploring how their groundbreaking electronic hookah device, OOKA, is transforming a beloved social tradition. Ashley, a South African native with years of experience scaling brands across the US, the Middle East, and Asia, shares her unique perspective on building culturally relevant businesses. She explains that while the tools may change, the deep human desire for social connection remains universal. The conversation centers on how OOKA brilliantly solves the biggest pain points of traditional hookah—the messy setup, the hassle of managing hot coals, and the need for specialized staff—with an intuitive, pod-based system that is both simple and elegant. This episode is a masterclass for any entrepreneur looking to break into international markets. Ashley details AIR's strategic approach to global expansion, which starts by identifying and partnering with the cultural epicenters of the hookah community, primarily within the Middle Eastern diaspora. Discover their grassroots strategy of launching in hotels, restaurants, and lounges, allowing consumers to experience the product with a low barrier to entry, thereby building trust and organic demand before expanding into retail and e-commerce. More than just a product discussion, this is a story about elevating an entire experience. Ashley articulates a powerful vision where OOKA is not just a gadget, but a revenue-driving tool for hospitality businesses and a centerpiece for social gatherings at home. It’s about giving people back their time to focus on what truly matters: conversation, connection, and community. Tune in for an inspiring look at the intersection of tradition and technology. This is a story about honoring the past while boldly innovating for the future, proving that the most successful products are those that enhance, rather than replace, our most cherished human rituals.   Address: www.air.global    Entrepreneur interested in being on the show: https://calendly.com/justin-bizzarro/podcast   Hosted By: Justin Ryan Bizzarro (IG: @justinbizzarro and LinkedIn: FOLLOW ME )   Who is Justin Ryan Bizzarro? – Justin Bizzarro is a serial food, restaurant, technology, media and marketing entrepreneur, who helped build a 24-year-old group of food and restaurant related businesses, he created with his father and business partners out of his family’s basement, in 1998. He is a highly desired business management, personal and athlete growth, free market, food diversity, and entrepreneurial leadership speaker. Justin’s expertise are in human growth, motivation, leadership and management development, health foods and beverages, global lean manufacturing facilities, vertically integrating businesses, food marketing and advertising, supply chain creation and management, direct to consumer fulfillment, transportation and distribution, personal brand building, restaurant development and construction, and entrepreneur acceleration. Justin received his BA in International Business and Management from Dickinson College, in 2002, and his MBA from University of North Carolina - Chapel Hill, in 2014. He is currently pursuing his Master of Divinity in Leadership from Denver Seminary. His leadership and entrepreneur podcasts have positively impacted millions of people across the globe.   Our [ELITE] Food, Farming, Hospitality, Nutrition, and Beverage Entrepreneurs Community: Under [NEW] Construction Blog Anyone?: GorillaBrave Blog Fellowship and Food: GorillaBrave Events and Summits On Instagram: GorillaBrave on Instagram GorillaBrave Group on Whoop: COMM-473D96   Free Podcast.  No Advertiseme