Today, I'm joined by Shahab Elmi, co-founder & CEO of Cymbiotika.
With 100M+ packets sold in its first six years, Cymbiotika is bringing transparency to the supplement industry with liposomal formulations and rigorous third-party testing.
In this episode, we discuss building a supplement brand focused on efficacy over marketing.
We also cover:
Liposomal delivery as a differentiator
Why churn reveals true product efficacy
Avoiding the wellness DTC race to the bottom
Subscribe to the podcast → insider.fitt.co/podcast
Subscribe to our newsletter → insider.fitt.co/subscribe
Follow us on LinkedIn → linkedin.com/company/fittinsider
Cymbiotika's Website: www.cymbiotika.com
Cymbiotika's Instagram: https://www.instagram.com/cymbiotika/
-
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
Fitt Talent: https://talent.fitt.co/
Consulting: https://consulting.fitt.co/
Investments: https://capital.fitt.co/
Chapters:
(00:00) Introduction
(01:15) Shahab's background and Cymbiotika's origin story
(02:00) The problem with the supplement industry
(02:45) Why transparency and testing matter
(04:15) Churn rate as the ultimate success metric
(05:45) Organic celebrity endorsements vs paid sponsorships
(09:00) Liposomal delivery technology explained
(12:30) Manufacturing in-house vs outsourcing
(16:00) The DTC race to the bottom
(18:30) Building trust through radical transparency
(20:30) Competing on efficacy, not marketing spend
(23:00) Taking on industry fraud and fake claims
(24:30) Announcing multiple third-party clinical trials
(26:50) Patent enforcement and liposome validation
(27:35) Product roadmap
(29:25) Conclusion
