The Bottleneck Podcast Rory Sutherland, Elfried Samba and Lottie Whyte on founder focus and knowing your customer
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Dec 12, 2025 Lottie Whyte, Founder and CEO of MyoMaster, discusses her journey in consumer recovery tech, born from a personal sports injury experience. She highlights how simplifying business models and actively listening to customers can unlock growth. Lottie shares insights on gender dynamics in purchasing decisions, the shift towards wellness-focused products, and the importance of maintaining a disciplined focus while scaling. She emphasizes the value of iterative entrepreneurship, open leadership, and the need for lasting customer experiences in a growing company.
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From Drill To Product
- Joe hacked a B&Q drill into a makeshift massager after an Achilles injury and sold them to teammates.
- That grassroots trial at sports clubs and trade shows seeded MyoMaster's first products and customers.
Trade Shows Reveal Real Objections
- Face-to-face selling at events revealed real objections like noise, storage and usability.
- Those live insights shaped product fixes and messaging more than remote research did.
Household Buyer Dynamics
- Lottie observed that wives often make household purchase decisions even when men are primary users.
- Understanding the household decision-maker changed how they targeted and communicated.
