The Rich Somers Report

All In or Nothing: Building a $200M/yr Wellness Brand from Scratch | Durana Elmi & Shahab Elmi (Cymbiotika) E346

May 15, 2025

Shahab Elmi and Durana Elmi, the dynamic husband-and-wife team behind Cymbiotika, share their inspiring journey from a garage startup to a thriving $200M wellness brand. They discuss the power of a 'no plan B' mindset, the importance of hiring top talent, and the unique challenges of scaling without external funding. The couple also emphasizes the significance of product quality, customer feedback, and the innovative use of liposomal delivery in the supplement industry. Their insights on leadership, resilience, and company culture make this conversation a must-listen for aspiring entrepreneurs.

01:02:13

Episode guests

Durana Elmi

Shahab Elmi

AI Summary

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Fully committing to a business with a 'no plan B' approach can significantly enhance rapid scaling and market competitiveness.

Personalized health strategies using gene break tests exemplify how tailored solutions can meet individual wellness needs effectively.

Establishing a strong company culture focused on cultural fit fosters employee loyalty and drives overall business productivity and creativity.

Deep dives

Commitment to Business Success

Being fully committed to a business venture requires a willingness to invest personal resources and put everything on the line. This approach, although considered risky, can lead to rapid scaling and competitiveness in the market. When entrepreneurs believe in their mission wholeheartedly, they are more inclined to dedicate their time, efforts, and financial backing to ensure success. This black-and-white perspective on commitment underscores the importance of genuine belief in one's business direction.

Intro

2min

Genetics and Wellness: A Personal Approach

11min

Harnessing the Power of Podcasting for Community and Trust Building

3min

Parenting, Entrepreneurship, and Empowerment

14min

Cultivating a Dynamic Workplace: Hiring Strategies and Culture Insights

3min

Embracing Adversity for Growth

15min

Elevating Athletic Performance Through Quality Wellness Products

4min

Scaling with Integrity: Brand Identity and Wellness

11min

Can you really bootstrap a health brand from your garage to $200M+ in revenue—with zero outside capital? In this episode of The Rich Somers Report, Rich sits down with Durana and Shahab Elmi, the powerhouse husband-and-wife duo behind Cymbiotika, to break down how they built one of the most successful supplement companies in the U.S. by going all in, hiring A-players, and refusing to compromise on quality.

Rich and the founders discuss:

Why “no plan B” is the only strategy for bootstrapped entrepreneurs
How they scaled from packing orders in Big Bear to 150+ employees and Petco Park partnerships
Why top talent stays loyal—and how to create a culture people want to move across the country for
The overlooked power of product packaging, testing, and customer feedback loops
How liposomal delivery is disrupting the supplement industry and why they’re betting big on it

They also share the real behind-the-scenes lessons on leadership, failure, and staying focused while competitors chase trends. If you're building a brand, leading a team, or looking for proof that a values-driven business can scale without VC money, this one’s a masterclass in going all in.

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