The Foundr Podcast with Nathan Chan 548: He Made $20M in a Year Selling Supplements | Caleb Marshall [VIDEO]
Jan 24, 2025
Caleb Marshall, founder of Tropeaka, turned his health struggle with chronic fatigue into a thriving global health brand. He discusses how to scale a business without an initial marketing budget, focusing on influencer partnerships to drive growth. Caleb shares insights on product development and building a unique brand identity in the crowded wellness market. He emphasizes the importance of community and customer retention, while also highlighting strategies for navigating online commerce and future expansion plans.
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Caleb's Health Journey
- Caleb Marshall's chronic fatigue, diagnosed in 2011, lasted three and a half years.
- Functional medicine revealed the root cause: long-term antibiotic use as a teenager, impacting his gut health.
Outdated Health Food Industry
- In 2014, health food stores primarily attracted older demographics and hippies.
- This presented an opportunity to rebrand health foods as cool, leveraging social media to express values.
Zero-Budget Launch
- Tropeaka launched in 2016 with a $0 marketing budget, relying on influencer marketing.
- This strategy proved effective, giving them free publicity and first-mover advantage in the rebranded health food space.