How Saalt Made Reusable Period Care a Mainstream Business with Cherie Hoeger, CEO & Co-Founder at Saalt

How Saalt Made Reusable Period Care a Mainstream Business with Cherie Hoeger, CEO & Co-Founder at Saalt

Most category-defining companies don't begin with a market opportunity—they begin with a deeply personal problem. I sat down with Cherie Hoeger, co-founder and CEO of Saalt, to unpack how a phone call with family in Venezuela sparked a mission that has grown into one of the most recognized reusable period care brands in the world. From launching with a single menstrual cup to landing nationwide Target distribution in year two and building an eight-figure business by year three, Cherie shares what it really takes to educate consumers, create an entirely new category, and scale without compromising mission. What stood out most to me wasn't simply Saalt's growth. It was Cherie's unwavering belief that education—not advertising—is the greatest competitive advantage when you're changing behavior. We also explore why omnichannel was the right strategy from day one, how customer conversations shaped product innovation, and why mission has remained the company's North Star through every stage of growth. In this conversation, you'll learn: * Why education—not discounts or aggressive marketing—became Saalt's greatest growth engine. * How Cherie approached category creation, retail expansion, and omnichannel strategy years before it became industry best practice. * Why the future of women's health lies in solving real everyday problems through thoughtful product innovation and evidence-backed research. Connect with Guest * Website: saalt.com [https://saalt.com/] * Instagram: instagram.com/saaltco [https://www.instagram.com/saaltco] * LinkedIn: linkedin.com/company/saaltco [https://www.linkedin.com/company/saaltco/] Want to get in front of our audience? Reclaim reaches founders, operators, and investors building the future of health and wellness. If your brand wants to be in front of this audience, sponsorship opportunities are available. Reach out to support@scalewithfuture.com. This episode is brought to you by Future Digital [https://scalewithfuture.com]. Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product. Visit scalewithfuture.com [https://scalewithfuture.com] to learn how we help health and wellness brands scale. Stay up to date with Reclaim [https://www.scalewithfuture.com/newsletter]: Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox. Visit scalewithfuture.com/newsletter [https://www.scalewithfuture.com/newsletter] to sign up.

How Veracity Built in the Consumer Metabolic Health Category Before the Market Existed with Allie Egan, Founder & CEO of Veracity

What if the biggest shift in your health wasn't finding the right prescription—but learning how to become the CEO of your own body? In this conversation, I sit down with Allie Egan, founder and CEO of Veracity, to explore the deeply personal journey that transformed her from leading luxury brands like La Mer, Estée Lauder, and Cynthia Rowley into building one of the most exciting companies in metabolic health. After years of infertility, multiple pregnancy losses, and an unexpected Hashimoto's diagnosis, Allie realized that conventional medicine was managing symptoms instead of addressing root causes. That realization sparked a company built around empowering people to better understand their hormones, metabolism, and long-term health—not just chase quick fixes. We also dive into the evolution of Veracity, why the company pivoted from hormone testing to metabolic health, where GLP-1s fit into the future of wellness, and what founders can learn about building conviction-led businesses in rapidly evolving markets. In this episode, you'll learn: * Why metabolic health is becoming one of the biggest conversations in wellness—and how it extends far beyond weight loss. * How Veracity identified a massive market opportunity by listening to over 10,000 customer hormone profiles. * Why becoming the "CEO of your own health" is one of the most important mindset shifts we can make for long-term wellness. Connect with Guest * Website: veracityhealth.co [https://veracityhealth.co/] * Instagram: instagram.com/veracityhealthco [https://www.instagram.com/veracityhealthco/] * Facebook: facebook.com/veracityselfcare [https://www.facebook.com/veracityselfcare] * TikTok: tiktok.com/@veracityselfcare [https://www.tiktok.com/@veracityselfcare] * Instagram: instagram.com/allie_b_egan [https://www.instagram.com/allie_b_egan/] Want to get in front of our audience? Reclaim reaches founders, operators, and investors building the future of health and wellness. If your brand wants to be in front of this audience, sponsorship opportunities are available. Reach out to support@scalewithfuture.com. This episode is brought to you by Future Digital [https://scalewithfuture.com]. Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product. Visit scalewithfuture.com [https://scalewithfuture.com] to learn how we help health and wellness brands scale. Stay up to date with Reclaim [https://www.scalewithfuture.com/newsletter]: Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox. Visit scalewithfuture.com/newsletter [https://www.scalewithfuture.com/newsletter] to sign up.

How ZOE Transformed Its Product Strategy with Julie Pons, CPO

What happens when one of the world's leading personalized nutrition companies realizes its biggest challenge isn't science—it's human behavior? In this conversation, I sit down with Julie Pons, Chief Product Officer at ZOE, to unpack one of the highest-stakes product decisions in the company's history.  Julie shares why ZOE rebuilt its app from the ground up, removed gut testing as the primary entry point, and shifted its entire product philosophy toward helping people actually stick with healthier habits. We also dive into what it takes to build a science-first consumer health company, why behavior design matters just as much as breakthrough research, and how ZOE is thinking about growth, accessibility, and long-term trust as it expands beyond the UK. Whether you're building a health brand, leading product, or simply interested in the future of personalized nutrition, this conversation offers an honest look at how great products evolve when companies are willing to challenge their own assumptions. In this episode, I discuss: * Why ZOE made the bold decision to redesign its product experience from scratch and how the new approach tripled user retention. * Why behavior change, not just scientific insight, is the missing ingredient in helping people improve their long-term health. * How ZOE is expanding personalized nutrition by lowering barriers to entry, experimenting with new business models, and making evidence-based nutrition more accessible. Connect with Julie & ZOE * Website: zoe.com [https://zoe.com/] * Instagram: instagram.com/zoe [https://www.instagram.com/zoe/] * LinkedIn: linkedin.com/company/joinzoe [https://www.linkedin.com/company/joinzoe/] This episode is brought to you by Future Digital [https://scalewithfuture.com]. Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product. Visit scalewithfuture.com [https://scalewithfuture.com] to learn how we help health and wellness brands scale. Stay up to date with Reclaim [https://www.scalewithfuture.com/newsletter]: Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox. Visit scalewithfuture.com/newsletter [https://www.scalewithfuture.com/newsletter] to sign up.

The Payer-First Growth Playbook to Scaling Inside Healthcare with Andrea Ippolito, Founder & CEO of SimpliFed

Every founder talks about product-market fit. Fewer talk about reimbursement-market fit, distribution, and the operational infrastructure required to scale inside healthcare. In this conversation, I sit down with Andrea Ippolito, founder and CEO of SimpliFed, to unpack what it actually takes to build a venture-backed healthcare company in one of the most overlooked areas of medicine: postpartum care. Andrea shares how her own experience becoming a mother led her to identify a massive market hiding behind what many dismissed as a "niche" problem. We discuss why she intentionally built inside the healthcare system rather than around it, how regulatory complexity became a competitive advantage, and why founders often underestimate the power of focused execution. Connect with Andrea & SimpliFed * Website: simplifed.com [https://www.simplifed.com/] * Instagram: instagram.com/simplifedbaby [https://www.instagram.com/simplifedbaby/] * LinkedIn: https://www.linkedin.com/company/simplifed [https://www.linkedin.com/company/simplifed/] This episode is brought to you by Future Digital [https://scalewithfuture.com]. Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product. Visit scalewithfuture.com [https://scalewithfuture.com] to learn how we help health and wellness brands scale. Stay up to date with Reclaim [https://www.scalewithfuture.com/newsletter]: Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox. Visit scalewithfuture.com/newsletter [https://www.scalewithfuture.com/newsletter] to sign up.

Innovating Behind the Moat with Greta Meyer, Co-Founder & CEO of Sequel

One of the most widely used products in women's health hadn't meaningfully changed in decades, until Greta Meyer stepped in. In this episode of Reclaim, I sit down with Greta Meyer, co-founder of Sequel, a company reimagining tampon design through engineering, performance, and real-world user experience.  As a former Stanford athlete, Greta noticed firsthand how periods remained one of the last overlooked performance barriers for women in sports. That insight sparked a journey that led to FDA clearance, patented innovation, and a mission to improve confidence for women everywhere. We dive into product innovation, fundraising, consumer education, manufacturing challenges, and what it really takes to build a medical device company as a first-time founder. In this episode, we cover: - Why most tampon innovation stalled for decades despite widespread consumer dissatisfaction. - How Sequel engineered a new tampon design to improve absorption and reduce leakage. - The realities of fundraising, FDA clearance, and manufacturing as a first-time female founder. Connect with Greta & Sequel Website: trysequel.com LinkedIn: linkedin.com/company/trysequel LinkedIn: linkedin.com/in/gretameyer Instagram: instagram.com/trysequel This episode is brought to you by Future Digital [https://scalewithfuture.com]. Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product. Visit scalewithfuture.com [https://scalewithfuture.com] to learn how we help health and wellness brands scale. Stay up to date with Reclaim [https://www.scalewithfuture.com/newsletter]: Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox. Visit scalewithfuture.com/newsletter [https://www.scalewithfuture.com/newsletter] to sign up.