From Wellness to Wholesale: How Ashlee Foy Grew a $15M Health Brand

In this episode of the Eight Figure Product CEO Podcast, Luke Peters sits down with Ashlee Foy—co-founder of Renuology and a seasoned health entrepreneur. Starting out as a physician assistant with a passion for wellness, Ashlee bootstrapped her company into a $12–15M success. But the real story? Her bold pivot from DTC (direct-to-consumer) to wholesale distribution—one that transformed her business growth overnight.

💬 In this episode, you'll hear: 🟠 How Ashlee's background in medicine helped shape her product 🟠 Why she shifted away from DTC and how wholesale unlocked scale 🟠 What it's like bootstrapping vs. raising capital 🟠 Lessons learned scaling a saliva-based DNA test business 🟠 What founders should consider when facing major strategy decisions

This one’s full of real-world advice for health brand founders, product entrepreneurs, and anyone looking to scale without outside funding.