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

The Rich Somers Report

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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