February 4, 2025 • 48 mins
Curious about how two friends can transform a shared passion into a thriving business? We sit down with Jana Gavin and Jordan Cobb, co-founders of iVitamin, to explore their remarkable journey in the IV therapy wellness industry. With Jana's roots in pharmaceuticals and Jordan's background in medical device sales, they discovered an opportunity to bring innovative IV hydration services to Austin, Texas. This episode promises to reveal the secrets behind their successful venture, from overcoming initial skepticism to embracing the entrepreneurial spirit ingrained in Jana's family history.
Our conversation takes us through the dynamic world of wellness entrepreneurship, where Jana and Jordan's dedication to quality and customized care sets iVitamin apart. Listeners will learn how they navigated the challenges of launching their first location and rapidly scaled their business using a fractional franchise model. By adhering to strict safety guidelines and offering tailored IV cocktails, they've built a sustainable business model that resonates with patient wellness and stands the test of time. Tune in to hear their insights into the growing popularity of IV therapy, paving the way for aspiring entrepreneurs in the wellness sector.
Beyond business, Jana and Jordan share personal stories of how entrepreneurship has enabled them to pursue their passions, from wake surfing to spending time with their families. Their candid advice emphasizes the importance of building a supportive network and seeking mentorship to combat the often-hidden loneliness of entrepreneurial life. Whether you're an established business owner or just starting out, this episode delivers invaluable lessons on balancing personal freedom with professional success. Join us as we celebrate the power of friendship, innovation, and the relentless pursuit of wellness.
How to connect with Jordan and Jana?
- Website: https://www.ivitamintherapy.com
- Jordan Cobb: jcobb@ivitaminatx.com
- Jana Gavin: jgavin@ivitaminatx.com
- Instagram: https://www.instagram.com/ivitaminatx/
- Facebook: https://www.facebook.com/ivitamintherapy
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Welcome everyone to the Firing the man podcast, a
show for anyone who wants to betheir own boss.
If you sit in a cubicle everyday and know you are capable of
more, then join us.
This show will help you build abusiness and grow your passive
income streams in just a fewshort hours per day.
And now your hosts, serialentrepreneurs David Shomer and
(00:22):
Ken Wilson.
Speaker 2 (00:24):
Welcome everyone to the Firing the man podcast.
In today's episode, we areexcited to have Janet Gavin and
Jordan Cobb, the co-founders ofiVitamin, join us.
Over the past nine years, theyhave built iVitamin into a
leader in the IV therapywellness industry, with two
thriving locations, mobileservices and a strong focus on
(00:46):
events and corporate wellness,and now the launch of a
fractional franchise model.
Jana and Jordan are passionateentrepreneurs who have not only
built a successful business, buthave also navigated the
challenges of scaling, marketingand creating a model that
empowers other small businessowners.
Today, we'll dive into theirjourney, discuss the uniqueness
(01:09):
of their IV therapy model andexplore how their franchise
model can help achieve successin the wellness industry.
Jordan and Jana welcome to thepodcast.
Speaker 3 (01:19):
Thank you for having us.
Speaker 2 (01:21):
Absolutely, Absolutely.
So to start things off andJordan, we'll start off with you
Can you tell us a little bitabout your story and your path
into the IV therapy industry?
Speaker 3 (01:33):
Sure, thanks again for having us and I think it's
best to start where it began.
And for Jana and I, it's a veryunique relationship in business
and in personal, because we'vebeen really good friends best
friends since college.
So we graduated from collegeand lived parallel lives Both
(01:55):
went into pharmaceuticalindustry and I went into medical
device sales and so we'vestayed and remained friends all
throughout those years.
I mean Jana likes to say thatwe basically raised each other,
so all the ups and downs of that.
But my background has alwaysbeen in corporate, in the
corporate world, and I had justhad my second child and I was
(02:19):
selling medical devices and justreally intense sales position
there.
And I remember Dana bringing upthe topic of IV therapy.
I lived in Austin and didn'teven know what it was back then
this was in 2014 and had heardof it, had heard of the hangover
cure, but had never tried itmyself, didn't really know what
(02:41):
exactly that was, and but youknow, jana had since been going
to pharmacy school and you know,and the relationship between us
being friends and all she saidyou know we really need to bring
this concept to Austin and so Isaid, well, first of all, I
need to figure out what it isand try it myself.
So I was at a medical salesmeeting where mornings are super
(03:04):
early, nights are super late,you know you're in a room with
speakers all day, which is notthe normal, healthy lifestyle
for an outside salesperson, andthey just really push you to the
max and the limits you know.
And so I said, ok, we're inScottsdale.
So I went to an IV hydrationlounge after the second day
(03:25):
there and it literally saved mylife.
It was just, you know, acomplete reset for me.
You know, it was hydration,which I was dehydrated from
traveling and going nonstop, andjust amino acids.
That made me feel great and itwas just amazing.
Dinner that night was great.
And then, you know, stayed uplate again that night and then
(03:46):
went, did it all over again andit was just a complete reset for
me.
And so I immediately called herand said you know, oh my gosh,
like I completely understandwhat you're talking about now,
and Austin is the perfect placefor this.
I mean, I've been in Austinsince I graduated college, so
now it's been about almost 25years.
I've been in Austin since Igraduated college, so now it's
been about almost 25 years, andat that time, you know, it was
(04:08):
just the wellness.
It was kind of known forgranola and hippie land here in
Austin, you know.
I mean, everybody was outdoorsand hiking and biking and had a
focus on health and wellness.
And so I said I think you'reonto something here, um, but you
don't live here right now.
So are you saying you want meto start an IV hydration lounge
(04:30):
in Austin and I'll kind of lether take it from here?
But that's really how thisbegan and um, yeah, that's how
we started.
Speaker 2 (04:38):
So outstanding.
I love that story and and talkabout right place, right time.
Austin has been one of thefastest growing cities in the US
for the last couple of yearsand outstanding.
So, janet, can you share withour listeners a little bit about
your path and take it fromthere?
Speaker 4 (04:55):
Absolutely so.
For me, my story goes way backfrom as a child, really.
So my mom and dad were bothentrepreneurs.
I'm a pharmacist.
I come from a family ofpharmacists.
My dad, my two older sistersare pharmacists, and from the
moment my dad got out ofpharmacy school he opened a
pharmacy.
So I always joke that I wasraised in a pharmacy, and it's
(05:17):
true, I was literally raised ina pharmacy.
And so my mom was a nurse andshe created a subset business of
the family business, a durablemedical equipment business.
And so my mom was a nurse andshe created a subset business of
the family business, a durablemedical equipment business.
And so both my parents werevery entrepreneurial, very
business driven, and so that wasmy surroundings.
I grew up in that atmosphere.
(05:38):
Today my two older sisters arerunning and operating the family
business, the pharmacy, thecompounding pharmacy side of it,
and my mom is 77 years old.
She still goes to work everyday and is running her business.
And so, again, these are mymodels that I have, you know, in
my life.
But from a compounding pharmacystandpoint, my dad has been
(06:01):
heavily involved in theregulations and lobbying for the
rights for compoundingpharmacists.
So I can remember, as ateenager going to Capitol Hill
in Washington DC and lobbyingfor compounders' rights to be
able to continue compoundingpharmacies.
So when I say this is ingrainedin my blood, it's truly from my
roots.
So one of my older sisters is amember of the State Board of
(06:26):
Pharmacy, and so it's reallynice to have that insight of
upcoming regulations and havingmy foot in the door as far as
what's to come.
And so, when it comes to IVtherapy, my very first
experience with that, there wasa physician that was renting a
room out of my mom's business,of her DMU equipment business,
(06:47):
and this doctor at the time wasa family practitioner.
But this was almost 30 yearsago, you know, ok, let's do math
, but at the time there wasn'tthe label of functional medicine
.
You know, there it just wasn't.
That didn't exist.
But this particular doctor didthink outside of the box.
And so as a teenager I had monoa lot.
(07:07):
I was run down.
I was a dancer, I felt likecrap, I was just low energy.
And this particular doctor waslike let me try a Myers cocktail
on you.
And at the time you know whatis that?
I'm a teenager, like prettymuch a kid, but you know, myers
cocktails have been around for awhile and kind of a staple and
what was now known as IV therapy.
But that's really how thatstarted.
(07:28):
And so after my experience withthat, I mean I felt better, I
was able to continue on and goto college.
It like really helped a lot ofthings and it was at that point
in time when I realized howimportant nutrition and taking
care of myself really, reallymattered.
And so with that you knowlittle did I know that what that
(07:49):
one experience with a Marscocktail would have for my life
moving forward.
So that's my experience andbackground of really how that
started.
Speaker 2 (07:59):
That's a really interesting story and really
good story.
After interviewing a lot ofentrepreneurs, I have found that
oftentimes people who haveparents that are entrepreneurs,
they either dive right in orthey or they run as far as they
possibly can away fromentrepreneurship, and I did.
Speaker 4 (08:18):
I ran for it.
Speaker 2 (08:19):
I ran.
Speaker 4 (08:20):
I was like I'm the youngest of three children, I'm
going to do my own thing, I'mnot doing the family business,
I'm going to go get a businessdegree.
And I did, and that's whenJordan and I met.
I was an undergrad, I got youknow business administration
finance degree and then I workedin corporate America.
Like Jordan said, I was a druggrab, we were living parallel
lives and then I had theopportunity to go back to
(08:41):
pharmacy school and so I wentback, you know, later in age,
but that's, you know, kind ofthe map.
Speaker 3 (08:48):
And ever since we've known each other, we've always
had the adventure work hard,play hard, you know, ingrained
in both of us, which is whywe've been best friends for the
last 25 years.
But along with that, as you ageas you know, I'm sure, david,
you know things don't sat backlike they used to and you start
feeling the effects more thanyou did when you were younger.
(09:11):
And so we both have alwaysshared a passion for the health
and wellness space and takingcare of ourselves, and then also
a passion for life, you know,traveling a bunch we still
travel together and and allthose things that are necessary
to feel good, to enjoy, and sothat was also a big piece of,
you know, being able to createthis lifestyle that you know
(09:33):
gave us that ability to feel ourbest and have that health of
wellness.
Speaker 2 (09:37):
So, absolutely, and yeah, you guys are living it.
I love that.
I really love that.
So, uh, so I've item has beenaround for for nine years.
Can you walk us through kind ofthe inception Like this is the
idea to some of those excitingmilestones over the way?
Speaker 3 (09:56):
Yeah, I mean when we so backing up a little bit, when
Jana came to me and said, youknow we need to start this
business, she did not live inAustin and so, putting that
together, and you know, we alsowere having babies at the same
time, I mean I had just had mydaughter and I had a
(10:16):
one-year-old son.
She was about to have a childand had a ride around that same
time.
And so the inspiration, youknow, once we started, which was
at the time a side project,turned into no turning back.
Speaker 4 (10:34):
Not a fun little side gig.
It wasn't just a side gig, itwas a full-time thing.
Speaker 3 (10:40):
Jana had met her husband.
So I'll let you share thatpiece of the story because I
feel like it's yeah, it is partof it important, important piece
of it.
Speaker 4 (10:49):
So, as a family of pharmacists, we go to this
pharmacy convention every year.
It's where we go get our c's, weget to reconnect, reconnect
with fellow pharmacists.
Well, I met this man at thispharmacy convention because he
has a pharmacy in the Northeastand it was instant, it was
fireworks, that was that.
And so at that point in time inmy life, I had already opened
(11:12):
two compounding pharmacies herein Austin with my then business
partner and I was living my bestlife, except this big missing
piece of the love of my life,which I met at this pharmacy
convention.
My family was there, we all metat the same time, and so the
writing was on the wall for mein terms of I mean, it was a no
brainer.
I met the man of my dreams andso I'm going to sell my shares,
(11:33):
move out of Austin, and I wentto live in the Northeast, out of
Philly.
So I just, I guess I couldn'thelp myself at that point in
time I was about to have a baby,but this idea came to fruition
from me living in the Northeastand Jordan living here.
Speaker 3 (11:48):
So what that looked like at that time was starting
the business with other partnersand Jana was traveling back and
forth with a baby each month tobe physically there and doing a
lot of things remotely.
And we opened our doors in Julyof 2016 in our original
location and if you're familiarwith Austin, it's on the corner
(12:09):
of South Congress and Riverside,so right by the trail and very
close to Zilker Park, and youknow we consider really the
heart and soul of Austin, and soyou know, having Jana's
background of owning pharmacies,but also, you know, just like
any entrepreneur, I left thecorporate world to have more
flexibility and control over myschedule, and I think that's
(12:32):
just the biggest joke that weall end up realizing real quick.
Because, you know, I like tosay I learned more things that I
never wanted to know but thatwere necessary, and you know,
just a lot of grit.
But then also that passion andthat reason why we started it in
(12:55):
the first place to bring thatto others and something we
deeply care about, you know, andincorporate into our lives was,
you know, the big, I guess,kicker for us and able to stick
with it.
And I mean, you know, when wetalk about milestones.
You know that second month thatwe were in business, we saw 500
patients.
(13:15):
So you know we were rocking androlling and acting as if and
you know doing the best we canand learning as we go.
So there were a lot of strugglesand a lot of challenges, and
you know doing the best we canand learning as we go.
So there were a lot ofstruggles and a lot of
challenges and you know thosegritty weekly cashflow calls and
all the things that come withthat.
You know, and just figuring outprocesses, and one of the
(13:37):
things that we pride ourselveson is just never having cut
corners.
You know, deanna, being apharmacist, that was never an
option and so that was part ofit.
But, to answer your question,along the line of milestones,
right after we launched in Julyof 2016, we launched events in
corporate wellness in 2017.
So it was almost right awaythat we created a protocol for
(14:00):
mobile and events and got intocorporate wellness, and our
first big corporate wellnesspartner was South by Southwest.
So if you know South bySouthwest I mean you know it was
one of my dreams is one day Iwill have a platinum badge to
South by Southwest.
So that was a dream for me, youknow.
And so just cold calling andmeeting the person, one of the
(14:22):
founders and getting put intouch with one of the right
people, we were able to docorporate wellness IVs for their
whole staff and it came as apart trade, part pay, and we all
got platinum badges and went toSouth by Southwest and, you
know, it was just incredible.
So we're already living thelife and, you know, taking the
highs, of the lows at that point.
(14:43):
But, yeah, we've done corporatewellness with them every single
year since then.
And then, of course, some otherbig partners are along that
journey as well.
And then, you know, we launchedthings like NAD Plus and
Exosome IVs in 2019.
We opened our second brick andmortar location just north of
(15:06):
downtown, on West Anderson Lanehere in Austin, in January of
2022.
And then last year, wesurpassed the 100,000 patient
mark for IVs administered safely, successfully and effectively.
So we're super proud of that.
I mean we saw over 18,000patients and helped them with
their wellness goals just lastyear.
So it's been a really fun, wild, exciting ride.
Speaker 2 (15:30):
That's awesome.
That's a really, really awesomestory, and the level of growth
that you had from where youstarted from idea to where
you're at serving over 100,000patients, that's incredible.
So let's dive into the businessa little bit.
So what sets your IV hydrationlounge apart from some of the
(15:51):
other people in this space?
Speaker 4 (15:53):
That's a great question.
We really feel like it has todo with me being the pharmacist
and my background in theindustry and really knowing that
importance of quality, safety,and so really that's what our
pillars are about is exceptionalsafety, service and wellness.
(16:13):
And so what most people don'trealize is the act of starting
an IV is a medical procedure.
I mean, we have to followmedical laws, and each medical,
each state's medical laws differfrom state to state, and so
it's very important that youabide by those medical laws due
to it being a medical procedure.
But what also a lot of peopledon't know is there's just as
much pharmacy regulated as it ismedical, because when it comes
(16:37):
to mixing an IV bag or injectinganything into an IV bag like
the vitamins, nutrients,minerals, that is an act of
compounding, and so there arevery strict guidelines and
regulations around compoundingpharmacy.
And while we're structured as amedical practice, my hat and
what sets us apart from a lot ofthe other clinics is the way we
mix our bags.
We're set up, we have a mixingroom dedicated for mixing the
(16:59):
bags under a sterile compoundinghood, and we abide by USP 797,
which I'm getting a little nerdy, but are the guidelines for
sterile compounding, and so thatis what we're doing in-house.
It's immediately administered toour patients.
But you know, a lot ofpractices cut the corners and
skip that part, and that'sprobably one of the most
(17:19):
important pieces that I'veinstilled is the quality
assurance piece and the patientsafety part of that.
Also, with my sister being onthe state part of pharmacy, and
being able to stay ahead ofthose regulations and being able
to pivot before everybody elseknows to pivot is a big part of
that too.
So just having that safetypiece of all the formulations
(17:42):
that I've created, knowing thatthey're safe dosages, the
osmolarity is correct, the SOPson how to administer are
properly designed, and so, again, that all goes back to the
ultimate goal, which is patientsafety.
So you know, we have nursepractitioners, and nurses and
paramedics are all part of ourmedical staff, and so anytime
(18:03):
you come in you're cleared byour medical provider, which is
part of the Texas Medical Boardrequirements, and so we have
every piece in a row that islegitimate.
And again to Jordan's point, wejust haven't cut corners when
we've established this business.
Speaker 3 (18:19):
I completely agree with Janet.
I feel like having a pharmacistas a co-founder of the business
is just ideal when it comes todoing what we're doing and all
the things that fall under that.
I also feel like we focus onthe patient and what need that
might be.
(18:40):
And of course, you could bethat same patient but have a
different need depending uponthe day that you come in.
So Jana created and formulatednine IV cocktails based upon
whatever you might need that day, whether it's the athletic
recovery drip or the immunitydrip drip or just the jet lag
and fatigue drip.
There's all different kinds ofIV cocktails that are formulated
(19:01):
specifically, designed to helpyou with those needs.
And I think what also sets usapart is just our team.
I mean, at iVitamin, our beaconlight is to take the best care
of patients we possibly can, andeverybody that joins iVitamin
team is part of that and that'sinstilled in them.
And you can feel it when youwalk into one of our locations.
(19:23):
I mean just the care.
I mean I don't know if you haveany nurses in your life, but
they are the most loving,compassionate, caring
individuals there are.
And even from the coordinatoraspect, when you walk in the
door, I mean we call our teamwellness warriors because we
want them to genuinely know howto pronounce the injectables and
(19:46):
the vitamins and ingredientsthat are in each drip and share
with you how they can help youbased on the goals that you're
coming in and presenting to useach day, and I think that that
really sets us apart.
I mean, we do have an iVitaminfamily and our team is what
creates that family.
We have a membership base andthose people come in and they
know our team inside and out.
(20:06):
You can expect the same faces.
Our team's been with us a longtime and I think it just shows
the mission that we're on tohelp people with what we're
doing is really special.
Speaker 2 (20:17):
That's outstanding.
There's a lot of lessons inwhat both of you just said.
One of the things a keytakeaway I have is you guys are
doing it the right way.
There's a saying I really likea clean conscience is a
comfortable pillow, and thereare times in business I know
I've had this experience whereit's very easy to say I'm going
to skip that or I'm going to.
No one's ever going to call meon that, and one of my business
(20:41):
mentors told me that when you'rebuilding a business, build it
as a 50-year asset, somethingthat's going to withstand the
test of time for 50 years, andespecially in the industry that
you're in and the importance ofsafety.
It's really neat that you guysare doing it the right way,
which probably is not theeasiest but definitely necessary
in that industry.
Speaker 3 (21:02):
Yeah, I mean, it's definitely not the easiest.
I love that saying because ittruly is something that we feel.
There's been so many peoplethat have told us along the way
come on, you need to openanother location now.
And both of us agree.
We were like no, it's not timeyet.
We've got to work outeverything.
We've got to make sure thatwhatever we're going to
(21:23):
replicate is how we want it tobe.
Over and over again, and sopausing and not growing and
scaling too quickly has beensomething that we've
continuously had to rein in tomake sure that it was done the
way that we think it should bedone.
Speaker 2 (21:41):
Well, very good, Very good.
That's a really, really coolstory and I'm going to be down
in Austin in March and I'mexcited to stop by and see it in
person.
I'm really excited about it.
I've heard good things about IVtherapy.
I personally have never triedit, but it just it seems to make
sense, and boy has it beengetting popular.
(22:04):
When you started nine years ago, was it considered mainstream
or was it fringe then?
Speaker 3 (22:13):
I mean, it was French .
I mean, at that point it was.
You know, the only way peopleknew about it was the hangover
drip.
Speaker 4 (22:20):
Yeah, that's what I was going to say.
Is I really like?
Sure it'll help my hangover?
And while that's definitelytrue, it does help, but we took
the approach of an overallwellness aspect because the way
we designed and the way I'veformulated our trips, it's
really meaningful to everysingle person that comes through
our door, whether it's atireless mom, a stress CEO, a
(22:41):
big traveler, an athletic personwho's training for a race and
they need recovery, or somebodylooking for detoxification.
I mean, there is really truly aplace for, you know, one of our
services, no matter what thewellness goals are.
And so when we, when we started,it wasn't more of a general
wellness offering for the, youknow, for those reasons energy
(23:02):
boost, immune support, hydrationbut as we evolved, we really
wanted to bring in more of thatpersonalized approach, and so,
as we started adding services,we really wanted to focus on
what does each patient need?
Not all the patients as one, buteach individual person.
And so one of the really coolthings we brought on with the
(23:22):
micronutrient test that can testfor each person's very specific
deficiencies.
It tests for over 65deficiencies in vitamins,
minerals, nutrients,antioxidants, and so that way we
can pinpoint exactly what thatperson may need and custom more
of a tailored approach to that,and so that way we can pinpoint
exactly what that person mayneed and custom more of a
tailored approach to that.
And so as we grew and more ofthat personalized area, we
(23:45):
started adding the popularweight loss drugs, that's
imguridine and terzapatide, andwe've seen tremendous results.
With that I mean people.
It's changing, literallychanging people's lives.
And so another thing as we'veadded to our service line is our
Ivy Elite category, whichincludes NAD, which helps mold
and remodel our mitochondria toproduce more ATP energy, so to
(24:10):
speak, and exosomes, which is aversion of stem cells, and we're
currently launching an NADenhancement product called
Niagen, which will be availableas of now.
And so we're continuouslyadding service lines to provide
more optimization for ourpatients.
Speaker 2 (24:32):
Yeah, that's really neat.
That is really neat.
So we've talked about the brickand mortar, the expansion into
your second brick and mortar.
We've talked about the successthat you've had in the mobile
clinics Going to South bySouthwest.
That's awesome.
And so let's talk about thisexciting third step, the
(24:55):
fractional franchise model.
So how does this model serve asa turnkey solution for small
business owners?
What does that look like?
Speaker 3 (25:03):
Oh my gosh, we're super excited to be able to
launch this.
We've been working on it foryears.
It was actually ready rightwhen COVID hit, and so we
pivoted and opened our secondlocation because no one was
going into businesses andoffices and clinics anymore.
So we pivoted and opened oursecond location because no one
was going into businesses andoffices and clinics anymore.
So we've done a lot ofrefinement and I think it helps
(25:24):
to just explain what that evenis right.
So, unlike a true traditionalfranchise, a fractional
franchise means you already havea business, you already have a
thriving business, but it mightlook like what we've experienced
ourselves where, year overbusiness, you already have a
thriving business.
But it might look like whatwe've experienced ourselves
where, year over year, you'relooking for ways to bring on
more services or other thingsthat you can provide your
(25:46):
patients, especially in thewellness arena.
It might look like you knowsomething that you're looking to
just generate growth for thebusiness and grow year over year
.
You know all of those are realbusiness owner challenges that
we face, and so the fractionalfranchise is the satellite
locations so it's callediVitamin Plus whatever location
(26:07):
that would be going in, and welike to give the image of a
Starbucks and a Target.
So it's a fractional iVitaminplugged into your already
existing business.
So why we think it's genius isbecause you already have the
overhead.
Most likely you have the staff.
If not, you'd hire a staffmember that could do IVs and
(26:29):
it's essentially starting a newbusiness in your already
thriving business, which isgoing to be an immediate
additional stream of incomemonthly and you're also going to
be able to share this wellnessoption with patients that you
already see, the patients thatare already there.
So the overhead and the costsare not going to be effective
and essentially you can take aproven method and model and put
(26:50):
it into your business to startIV therapy and do it
successfully off of what we'veproven out.
Speaker 2 (26:57):
I really like that and I would imagine the support
of a second generationcompounding pharmacist and the
products that you guys have comeup with in your brick and
mortar stores those would all beavailable to the franchisee.
Speaker 4 (27:15):
Everything from the clinical side of things to the
non-clinical side of things, theoperations part.
So, from a clinical standpoint,that means you have access to
our IP, our formulations thatI've created, all of the mixing
room setup.
We'll come in and set that upfor you.
All of the established SOPs,from how to start an IV to what
(27:38):
happens if somebody has areaction, the full gamut of SOPs
is included in this.
One of the big pieces of thisis the inventory.
It's like how do I order?
Where do I order?
Well, that's a big part of Iwould call it, my baby is also
vetting out the compoundingpharmacies where we do order our
(27:58):
injectables from injectablesthat go inside the IV bag, and
so that is something our staffwill help facilitate is ordering
or the ordering process forthem, and so a big part too is
it comes with our EHR, whichstands for electronic health
record.
It's important, the requirement, and so we have all those
pieces in place with theoversight of the medical
(28:20):
director, which is huge.
There's already a physician inplace overseeing all of these
operations, and so that's, youknow, a big part of the clinical
piece.
From the non-clinical piece.
We have the structure, we havethe proper entities in place for
medical practice.
We have all of the systems tomake the front end checkout
(28:40):
process smooth.
We're a membership basedbusiness, so our EHR is also a
point of sale and so our staffhelps train on all of that to
help facilitate that generatingthat recurring revenue.
And so we'll give this alsogives access to our clinical
manager and educator, who comesin and trains the clinical staff
(29:02):
, and also our general manager,who's been with us for seven
years since pretty much we gotgoing.
She knows everything just asmuch as we do about the business
comes in and trains the frontstaff to ensure the top tracks
are on point.
They know how to sell thememberships, and so we really do
have this full package from thefront end to the back end
buttoned up nicely.
So that's the turnkey part ofit.
Speaker 2 (29:23):
Outstanding.
I really like that.
Now you guys have talked abouthow selective you are when
you're hiring your own employees, and so I would imagine that,
as you're looking to partnerwith a franchisee, that same
thing is important.
And so what would the idealcandidate be like for a
franchisee?
And what if they don't have anymedical experience?
Is that a limitation?
Speaker 4 (29:46):
That's a great question and, as we've been
building this out, a big part ofthat is the financial model
right, and so we were looking atwhat volumes make sense, what
revenues on both sides wouldmake sense for a good
partnership, and so what ourtarget really is is an
established business that seesover 400 patients or clients a
(30:06):
month.
They're probably doing maybe$750K a year to a million a year
maybe and so they're lookingfor an additional stream of
revenue.
They don't have the time orwherewithal know how to do it.
They're looking for acash-based infusion and they
just don't have the time orwherewithal know how to do it.
They're looking for acash-based infusion and they
just don't have the knowledge toyour point, the medical
background to do it.
(30:26):
That is where we come in.
Additionally, it's importantthey have a space.
I mean, if they're alreadyseeing, you know, like-minded
clients, they may have a spacefor two, four, maybe six IV
chairs.
So that would be important.
So some examples would be anexisting med spa that maybe
they're doing aesthetic servicesor doing a facial that may last
(30:48):
45 minutes.
Well, meanwhile they could behooked up to an iRejuvenate IV
that's helping them from theinside out while they're getting
their facial.
So there's a lot ofopportunities and crossover for
an existing business.
To add this in Another greatexample of maybe there's some
medical practices who are justsick and tired of dealing with
insurance.
They're looking for a cash-basedinfusion and this is perfect
(31:09):
because it's a cash-basedbusiness.
Some other avenues will bechiropractors.
A lot of chiropractors havedifferent avenues themselves,
but a lot of them are wellnessfocused and already doing
wellness focused services.
Perfect, perfect.
Addition for IV therapyCryotherapy is a great one too.
They have all the equipment forall the biohacking services.
(31:31):
How perfect.
Iv therapy would fit into that.
So, really and truly, if it's abusiness that is looking for an
additional stream of revenueand they don't want to buy a big
piece of equipment because alot of these additional like,
for example, our medicaldirector.
I was talking to him at ourChristmas party over the
holidays and he was like man, Ijust bought this $60,000 machine
(31:51):
.
I had to create the protocols,find the right person to train,
I had to find the patients tocome use it.
All this, you know, a serviceline is a lot to build out, and
so that is what we're providinga complete service line, front
end to back end and in a package.
Speaker 2 (32:07):
Very nice, very nice and I really like that the
medical backing that you guysare providing.
You know if you're going tostart a business injecting
somebody with an IV boy, safetyis critical.
Injecting somebody with an IVboy safety is critical.
You ask yourself what couldsink the ship Injecting the
wrong thing or the wrongprotocol.
So I really like that and thesupport that you guys are
(32:29):
providing.
So, as many of our listenersknow, I'm a retired accountant
and I always like to dive intothe economics of what this looks
like.
So let's talk franchise fee,let's talk revenue, let's talk
profitability on what it wouldlook like to franchise in
iVivant Plus.
Speaker 3 (32:50):
Yeah.
So when we go down thefinancial model, we thought what
better way than to base it offreal data that we've lived and
proved?
And so the model that we canshow someone is gonna be based
off of what we did at our newestlocation, which we opened in
(33:11):
January of 2022.
And because the model is sounique, with it having all of
that overhead essentiallyalready taken care of, what
we're showing is someone can addan additional $50,000 a month
to their monthly revenue bymonth six after opening an
iVitamin Plus.
So again, the franchise fee isyou know the entry fee is less
(33:36):
than $35,000 to get started.
The franchise fee alone is$25,000.
So it comes at a fractionalprice.
And then you know we give thatconservative amount and say
$35,000 or less, including thefractional franchise fee,
because if you wanted to do abuild out of a mixing room, if
you needed to purchase the hood,if you wanted to do six to
eight massage chairs, that givesyou that space to be able to
(33:58):
utilize that capital.
But again, most of thesepartners may already have the
space.
They may already have a roomthey're not even using with
chairs in it, that they could dosome minor tweaks and get their
business up and going.
So we're talking about profitmargin.
I mean the profit margins areanywhere from 50 to 60 percent,
but depended upon the expensesthey have.
If somebody came and told methat I could start a business at
(34:21):
Sinai Vitamin for less than$35,000, add an additional
$50,000 by the sixth month ofoperating this business and
operate at a 50% profit margin,that would be a no-brainer for
us.
Speaker 2 (34:34):
To all of our Amazon sellers that have been getting
beat down and have single-digitmargins.
I want to emphasize that point.
Yeah, to fight to stay in theteens is it's a tough that's.
that was my businesses, or aremy businesses is, you know, high
(34:54):
, high single digits and lowdouble digits, and it just takes
a long time to grow at thatpace, and so I really like that
economic model and what you weresaying about people that have
existing clinics, where this issomething that they can just
plug in and it comes with theknow-how.
I think a lot of times asentrepreneurs, I know I felt
(35:18):
this way where I'll embark on anew endeavor and I don't know
what I'm doing.
I don't, and I learn, I watchYouTube and I talk to people,
but as I think about thisfranchise model, having the
backbone of a successfulbusiness that's been here for
nine years, that hasists onstaff, and that's critical,
(35:43):
that's critical and iteliminates that step which is a
lonely feeling of I don't knowwhat I'm doing and I can't tell
anybody that, and so, yeah, Imean absolutely, and this is
based off of.
Speaker 3 (35:57):
there was no patient existence for us to begin with.
So, these numbers are based offof building a new location
without a patient base.
What our model is going to dois utilize the patients that are
already coming in your door andgive you all of the tools and
support needed to make that asuccessful business.
Of course, you're going tostill attract more patients
(36:18):
outside, but that'll evenbenefit the business even more
because they're going to beattract more patients outside,
but that'll even, you know,benefit the business even more
because they're going to be ableto take advantage of the
services that you have.
You asked the question earlier.
If you know, this would be agood model for somebody that
didn't have that medicalpersonnel and yes, it can still
be a good model.
For that, they would have tohire that nurse and so that
would take, you know, apercentage that would go into
(36:40):
effect on that profit marginthat I spoke of earlier.
But for that, you know, to beable to do that it's you're
getting a physician, you'regetting the insurance, you're
getting the whole system.
I mean, when they come intothat clinic, it's going to be
all of the patients that arethere for iVitamin services on
an iPad, with a business alreadybuilt into that that you just
(37:01):
start making revenue off of.
Speaker 2 (37:03):
Outstanding, Outstanding.
Before we turn the page andmove on to a new topic anything
else about the economics of thisthat would be helpful to
somebody who's interested.
Speaker 3 (37:16):
So I think when we talk about ongoing support, you
know Jana touched on some of thethings from a non-clinical
standpoint that are included butmarketing is a huge, huge value
add benefit that we're alsoproviding and what that looks
like is from a financialstandpoint too.
You're going to get adcreatives that we've already
(37:37):
utilized.
You're going to get emailnurture sequence campaigns.
So when you get entered in asan iVitamin Plus patient, you're
going into the iVitamincorporate email nurture campaign
sequence with all the emailsthat an agency has created that
are following through thatcustomer journey.
You're always going to getgraphics and assets and things
like that.
So there's that ongoing support, too that can also help with
(37:59):
that financial piece as well.
Speaker 2 (38:02):
Absolutely, absolutely.
Speaker 4 (38:04):
So, david, I want to add to that too.
Like our brand and what we'vecreated is very important to us.
We're trying to protect that.
That's part of the reason wewent the fractional route is to
maintain and protect our brand,and so we created the support
model, the training model, justas we would if it was an
internal personnel.
I mean, that is what they willget is as if they're internal
(38:24):
with us.
That's just an extension of us,and so they will get the same
support that we give our currentstaff and all the things
internally we do at ourcorporate offices.
Speaker 2 (38:34):
I'm glad that you mentioned that.
I'm glad that you mentionedthat.
That's really important.
So let's talk about themembership side of iVitamin Plus
and what that looks like.
Speaker 3 (38:44):
Absolutely.
Our members are our family andpart of that fractional
franchise offering is given thatproven, branded, successful
membership model for others tobe able to incorporate into
their existing businesses.
So right now, into theirexisting businesses.
So right now, financially, ourmembership revenue is about 50%
of our monthly revenue.
So 50% of our revenue we knowis going to be there tomorrow,
(39:08):
as long as we maintain thosemembers and keep introducing
that membership package.
And especially for a medicalpractice that takes insurance,
having a recurring revenue basefor a membership model could be
very impactful to a businesslike that.
If you already have amembership base and you're
non-medical, say a wellnesspractice, you know this is a
(39:29):
model that can ensure that youhave one that's proven out, that
you know the next day you'regoing to have that revenue and
that base of business, which issuper helpful.
Speaker 2 (39:47):
Absolutely, absolutely.
I'm glad we got into that, sowe're definitely going to have
to have you guys on the showagain and do a part two of this
episode, because I feel like wejust scratched the surface.
But as we wrap up thisinterview, there's a list of
four questions that we ask allof our guests.
We call it the fire round.
Are you ready?
Yes, all right.
Speaker 4 (40:09):
Jana, what is your favorite book?
So, a book that I'm readingright now that is day by day
changing my life is by DavidBayer A Changed Mind.
He is a mindset coach and is aphenomenal, not just speaker but
human.
We've had the opportunity tomeet and work with him through
Four Rooms, mastermind, and sothis book gives the framework to
(40:32):
change your mindset, toeliminate limiting beliefs,
eliminate those negativethoughts, to really break
through the barriers that'sholding you back to accomplish
all the things you want to do.
And so in this book, he givesjust exercises in the framework
to do daily, which I've beenimplementing, and it's truly
(40:53):
changing my life day by day.
Just, my focus for this year ismindset, and so that is the
book I'm in love with right now.
Speaker 2 (41:00):
Outstanding.
And Jordan, what about you?
Your favorite book?
Speaker 3 (41:04):
My favorite book there's so many that come to
mind, but one that I referenceoften is Fierce Conversations by
Susan Scott, and I love it andbring it back around full circle
often, because I feel like somuch can be accomplished if we
just say the hard things.
(41:24):
If we just get to the pointfaster and are very frank with
certain things that are on ourmind, we can accomplish so much
more, and so I feel like it's areally good tool for an
entrepreneur.
Speaker 2 (41:38):
Very good, I'm going to have to add that to my
reading list.
So.
Speaker 4 (41:47):
Jana, what are your hobbies outside of e-commerce
and wellness?
Well, we were a blended familyof five.
We have two small children athome, so a lot of our hobbies
until outside, outdoors.
We live on two and a half acresand anything out in nature is
inspiring and grounding, and sowe have we call it the funny
farm.
Actually, we have dogs, we havecats, we have a bird, we have
(42:08):
chickens, and so a lot of ourtime is devoted to family,
especially with small children.
It's, you know, challenging todo things out.
You know for myself, but I doincorporate a lot of crafts and
outdoorsy things with my kids.
We also, Jordan and I, alsoshare a wake surfing boat, so we
(42:29):
spend a lot of time on the lakewake surfing.
So anything related to wateryou'll find us there.
We both have beach houses downon the Texas coast.
We spend time out, so waterbeaches outdoors is where my
heart lives.
Speaker 2 (42:45):
Outstanding, Outstanding.
And Jordan.
What about you?
What are your hobbies?
Speaker 3 (42:48):
Yeah, very similar.
We're lake rats.
We recently moved to LakeTravis where we keep our boat
that we share, and so my kidsare nine and 11.
And so wake surfing is ourpassion, it's our happy place.
We're out there often.
We also love to travel.
Our kids are in year-roundschool, so every six weeks they
get a break and we try to traveland explore other cultures, and
(43:12):
that's been really, reallyamazing for the ages that
they're at, because I know thatthey're not going to be this age
for very much longer.
They're going to get into thoseteenage years and that's going
to change drastically.
So again, same thing anythingoutdoors, in nature we love to
snowboard and travel andanything on the water.
Speaker 2 (43:29):
Very neat, Since you both mentioned wake surfing.
As an amateur wake surfer, I'vealways felt like if you can do
it without holding the rope,you're good.
Speaker 4 (43:39):
That's the goal.
Right, that's the goal.
Speaker 2 (43:42):
Yes, someday I hope to let go of that rope, but I'm
not there yet.
Speaker 3 (43:46):
You should see our children, david.
It's pretty impressive.
I mean eight, nine and 11, andthey're surfing circles around
us.
Speaker 4 (43:57):
You should found your surfing coaches, because Jordan
taught me and then I taught mykids and everybody taught a lot
of people.
So you're up, yeah.
Speaker 2 (44:02):
Yeah, it's time.
It's time.
2025 is the year, so All right,jana, what's one thing that you
do not miss about working forthe band?
Speaker 4 (44:13):
One thing I do not miss.
I mean I'll tell you what Ilove about being an entrepreneur
is the flexibility.
I mean just very powerful to dowhat I want, what I want, make
the decisions that I want, andit is ultimately my call, and so
that's very freeing and so Idon't have to answer to anybody
else.
I mean I do answer to Jordansometimes, but in terms of you
(44:37):
know the corporate America role,just the flexibility, while it
does come with, you know, a lotof work and dedication,
perseverance and a lot of otherthings I wouldn't, I wouldn't
trade it.
I just love, love theflexibility in my life.
Speaker 2 (44:50):
All right, very good, very good.
And Jordan, what about you?
What's one thing you do notmiss about working for the man?
Speaker 3 (45:00):
I don't miss selling someone else's vision and
mission.
Laser focused on ours, and it'sa good feeling.
Speaker 2 (45:08):
Outstanding, Outstanding.
What advice, Jana?
What?
Speaker 4 (45:14):
advice would you give to entrepreneurs looking to
scale their business?
Well, going back to what wesaid earlier is go slow and
implement appropriately.
Implement the necessary piecesthat are scalable and make sure
those are refined so that whenyou're ready to go, you're not
shuffling around trying torefine them when you're scaling.
That's the framework.
Speaker 2 (45:38):
Set the stage and refine it early on so that you
have something to build fromOutstanding and Jordan.
What is?
What advice would you give toentrepreneurs looking to scale
their business?
Speaker 3 (45:52):
I would say don't be afraid to ask for help.
I feel like Jana and I are bothvery trainable and advisors
love working with us because wesoak it in and we usually act
and execute on it and don't beafraid to ask for help.
I mean, I think we've gotten towhere we are today because we
know we don't know what we don'tknow and we're happy to have
the help.
And just I look back at ourjourney and so grateful for all
(46:13):
the pivotal people and mentorsand minds that have helped us
get where we are today.
Even inadvertently they mightnot have even known you know the
impact there, but I think it'sso key and as entrepreneurs we
at times feel lonely and it'shard to keep going and I think
those relationships and havingthat support around you can be
(46:36):
really impactful.
Speaker 2 (46:37):
I'm glad that you mentioned that loneliness,
because it sure doesn't seemthat way.
When you look on Instagram orFacebook.
It seems like us entrepreneursare driving around in
Lamborghinis all day long whilesomeone else handles our
problems, and I, at least, havenot found that to be the case,
so I'm glad that you mentionedthat.
So this has been an outstandinginterview and we're looking at,
(46:58):
we're really looking forward tohaving you back on the show.
Outstanding interview and we'rereally looking forward to
having you back on the show.
If people are interested ingetting in touch with you or
learning more about the iVitaminPlus, what is the best way to
do that?
Speaker 3 (47:09):
So you can go to our website iVitaminTherapycom and
at the bottom you can scrolldown.
There's opportunities andiVitaminPluscom is specifically
for the fractional franchise.
Speaker 2 (47:20):
Okay, very good, very good.
Well, thank you so much forbeing a guest on the Firing Band
and looking forward to stayingin touch.
Thank you, david.
Speaker 3 (47:26):
Good.
Welcome everyone to the Firing the man podcast, a
show for anyone who wants to betheir own boss.
If you sit in a cubicle everyday and know you are capable of
more, then join us.
This show will help you build abusiness and grow your passive
income streams in just a fewshort hours per day.
And now your hosts, serialentrepreneurs David Shomer and
(00:22):
Ken Wilson.
Speaker 2 (00:24):
Welcome everyone to the Firing the man podcast.
In today's episode, we areexcited to have Janet Gavin and
Jordan Cobb, the co-founders ofiVitamin, join us.
Over the past nine years, theyhave built iVitamin into a
leader in the IV therapywellness industry, with two
thriving locations, mobileservices and a strong focus on
(00:46):
events and corporate wellness,and now the launch of a
fractional franchise model.
Jana and Jordan are passionateentrepreneurs who have not only
built a successful business, buthave also navigated the
challenges of scaling, marketingand creating a model that
empowers other small businessowners.
Today, we'll dive into theirjourney, discuss the uniqueness
(01:09):
of their IV therapy model andexplore how their franchise
model can help achieve successin the wellness industry.
Jordan and Jana welcome to thepodcast.
Speaker 3 (01:19):
Thank you for having us.
Speaker 2 (01:21):
Absolutely, Absolutely.
So to start things off andJordan, we'll start off with you
Can you tell us a little bitabout your story and your path
into the IV therapy industry?
Speaker 3 (01:33):
Sure, thanks again for having us and I think it's
best to start where it began.
And for Jana and I, it's a veryunique relationship in business
and in personal, because we'vebeen really good friends best
friends since college.
So we graduated from collegeand lived parallel lives Both
(01:55):
went into pharmaceuticalindustry and I went into medical
device sales and so we'vestayed and remained friends all
throughout those years.
I mean Jana likes to say thatwe basically raised each other,
so all the ups and downs of that.
But my background has alwaysbeen in corporate, in the
corporate world, and I had justhad my second child and I was
(02:19):
selling medical devices and justreally intense sales position
there.
And I remember Dana bringing upthe topic of IV therapy.
I lived in Austin and didn'teven know what it was back then
this was in 2014 and had heardof it, had heard of the hangover
cure, but had never tried itmyself, didn't really know what
(02:41):
exactly that was, and but youknow, jana had since been going
to pharmacy school and you know,and the relationship between us
being friends and all she saidyou know we really need to bring
this concept to Austin and so Isaid, well, first of all, I
need to figure out what it isand try it myself.
So I was at a medical salesmeeting where mornings are super
(03:04):
early, nights are super late,you know you're in a room with
speakers all day, which is notthe normal, healthy lifestyle
for an outside salesperson, andthey just really push you to the
max and the limits you know.
And so I said, ok, we're inScottsdale.
So I went to an IV hydrationlounge after the second day
(03:25):
there and it literally saved mylife.
It was just, you know, acomplete reset for me.
You know, it was hydration,which I was dehydrated from
traveling and going nonstop, andjust amino acids.
That made me feel great and itwas just amazing.
Dinner that night was great.
And then, you know, stayed uplate again that night and then
(03:46):
went, did it all over again andit was just a complete reset for
me.
And so I immediately called herand said you know, oh my gosh,
like I completely understandwhat you're talking about now,
and Austin is the perfect placefor this.
I mean, I've been in Austinsince I graduated college, so
now it's been about almost 25years.
I've been in Austin since Igraduated college, so now it's
been about almost 25 years, andat that time, you know, it was
(04:08):
just the wellness.
It was kind of known forgranola and hippie land here in
Austin, you know.
I mean, everybody was outdoorsand hiking and biking and had a
focus on health and wellness.
And so I said I think you'reonto something here, um, but you
don't live here right now.
So are you saying you want meto start an IV hydration lounge
(04:30):
in Austin and I'll kind of lether take it from here?
But that's really how thisbegan and um, yeah, that's how
we started.
Speaker 2 (04:38):
So outstanding.
I love that story and and talkabout right place, right time.
Austin has been one of thefastest growing cities in the US
for the last couple of yearsand outstanding.
So, janet, can you share withour listeners a little bit about
your path and take it fromthere?
Speaker 4 (04:55):
Absolutely so.
For me, my story goes way backfrom as a child, really.
So my mom and dad were bothentrepreneurs.
I'm a pharmacist.
I come from a family ofpharmacists.
My dad, my two older sistersare pharmacists, and from the
moment my dad got out ofpharmacy school he opened a
pharmacy.
So I always joke that I wasraised in a pharmacy, and it's
(05:17):
true, I was literally raised ina pharmacy.
And so my mom was a nurse andshe created a subset business of
the family business, a durablemedical equipment business.
And so my mom was a nurse andshe created a subset business of
the family business, a durablemedical equipment business.
And so both my parents werevery entrepreneurial, very
business driven, and so that wasmy surroundings.
I grew up in that atmosphere.
(05:38):
Today my two older sisters arerunning and operating the family
business, the pharmacy, thecompounding pharmacy side of it,
and my mom is 77 years old.
She still goes to work everyday and is running her business.
And so, again, these are mymodels that I have, you know, in
my life.
But from a compounding pharmacystandpoint, my dad has been
(06:01):
heavily involved in theregulations and lobbying for the
rights for compoundingpharmacists.
So I can remember, as ateenager going to Capitol Hill
in Washington DC and lobbyingfor compounders' rights to be
able to continue compoundingpharmacies.
So when I say this is ingrainedin my blood, it's truly from my
roots.
So one of my older sisters is amember of the State Board of
(06:26):
Pharmacy, and so it's reallynice to have that insight of
upcoming regulations and havingmy foot in the door as far as
what's to come.
And so, when it comes to IVtherapy, my very first
experience with that, there wasa physician that was renting a
room out of my mom's business,of her DMU equipment business,
(06:47):
and this doctor at the time wasa family practitioner.
But this was almost 30 yearsago, you know, ok, let's do math
, but at the time there wasn'tthe label of functional medicine
.
You know, there it just wasn't.
That didn't exist.
But this particular doctor didthink outside of the box.
And so as a teenager I had monoa lot.
(07:07):
I was run down.
I was a dancer, I felt likecrap, I was just low energy.
And this particular doctor waslike let me try a Myers cocktail
on you.
And at the time you know whatis that?
I'm a teenager, like prettymuch a kid, but you know, myers
cocktails have been around for awhile and kind of a staple and
what was now known as IV therapy.
But that's really how thatstarted.
(07:28):
And so after my experience withthat, I mean I felt better, I
was able to continue on and goto college.
It like really helped a lot ofthings and it was at that point
in time when I realized howimportant nutrition and taking
care of myself really, reallymattered.
And so with that you knowlittle did I know that what that
(07:49):
one experience with a Marscocktail would have for my life
moving forward.
So that's my experience andbackground of really how that
started.
Speaker 2 (07:59):
That's a really interesting story and really
good story.
After interviewing a lot ofentrepreneurs, I have found that
oftentimes people who haveparents that are entrepreneurs,
they either dive right in orthey or they run as far as they
possibly can away fromentrepreneurship, and I did.
Speaker 4 (08:18):
I ran for it.
Speaker 2 (08:19):
I ran.
Speaker 4 (08:20):
I was like I'm the youngest of three children, I'm
going to do my own thing, I'mnot doing the family business,
I'm going to go get a businessdegree.
And I did, and that's whenJordan and I met.
I was an undergrad, I got youknow business administration
finance degree and then I workedin corporate America.
Like Jordan said, I was a druggrab, we were living parallel
lives and then I had theopportunity to go back to
(08:41):
pharmacy school and so I wentback, you know, later in age,
but that's, you know, kind ofthe map.
Speaker 3 (08:48):
And ever since we've known each other, we've always
had the adventure work hard,play hard, you know, ingrained
in both of us, which is whywe've been best friends for the
last 25 years.
But along with that, as you ageas you know, I'm sure, david,
you know things don't sat backlike they used to and you start
feeling the effects more thanyou did when you were younger.
(09:11):
And so we both have alwaysshared a passion for the health
and wellness space and takingcare of ourselves, and then also
a passion for life, you know,traveling a bunch we still
travel together and and allthose things that are necessary
to feel good, to enjoy, and sothat was also a big piece of,
you know, being able to createthis lifestyle that you know
(09:33):
gave us that ability to feel ourbest and have that health of
wellness.
Speaker 2 (09:37):
So, absolutely, and yeah, you guys are living it.
I love that.
I really love that.
So, uh, so I've item has beenaround for for nine years.
Can you walk us through kind ofthe inception Like this is the
idea to some of those excitingmilestones over the way?
Speaker 3 (09:56):
Yeah, I mean when we so backing up a little bit, when
Jana came to me and said, youknow we need to start this
business, she did not live inAustin and so, putting that
together, and you know, we alsowere having babies at the same
time, I mean I had just had mydaughter and I had a
(10:16):
one-year-old son.
She was about to have a childand had a ride around that same
time.
And so the inspiration, youknow, once we started, which was
at the time a side project,turned into no turning back.
Speaker 4 (10:34):
Not a fun little side gig.
It wasn't just a side gig, itwas a full-time thing.
Speaker 3 (10:40):
Jana had met her husband.
So I'll let you share thatpiece of the story because I
feel like it's yeah, it is partof it important, important piece
of it.
Speaker 4 (10:49):
So, as a family of pharmacists, we go to this
pharmacy convention every year.
It's where we go get our c's, weget to reconnect, reconnect
with fellow pharmacists.
Well, I met this man at thispharmacy convention because he
has a pharmacy in the Northeastand it was instant, it was
fireworks, that was that.
And so at that point in time inmy life, I had already opened
(11:12):
two compounding pharmacies herein Austin with my then business
partner and I was living my bestlife, except this big missing
piece of the love of my life,which I met at this pharmacy
convention.
My family was there, we all metat the same time, and so the
writing was on the wall for mein terms of I mean, it was a no
brainer.
I met the man of my dreams andso I'm going to sell my shares,
(11:33):
move out of Austin, and I wentto live in the Northeast, out of
Philly.
So I just, I guess I couldn'thelp myself at that point in
time I was about to have a baby,but this idea came to fruition
from me living in the Northeastand Jordan living here.
Speaker 3 (11:48):
So what that looked like at that time was starting
the business with other partnersand Jana was traveling back and
forth with a baby each month tobe physically there and doing a
lot of things remotely.
And we opened our doors in Julyof 2016 in our original
location and if you're familiarwith Austin, it's on the corner
(12:09):
of South Congress and Riverside,so right by the trail and very
close to Zilker Park, and youknow we consider really the
heart and soul of Austin, and soyou know, having Jana's
background of owning pharmacies,but also, you know, just like
any entrepreneur, I left thecorporate world to have more
flexibility and control over myschedule, and I think that's
(12:32):
just the biggest joke that weall end up realizing real quick.
Because, you know, I like tosay I learned more things that I
never wanted to know but thatwere necessary, and you know,
just a lot of grit.
But then also that passion andthat reason why we started it in
(12:55):
the first place to bring thatto others and something we
deeply care about, you know, andincorporate into our lives was,
you know, the big, I guess,kicker for us and able to stick
with it.
And I mean, you know, when wetalk about milestones.
You know that second month thatwe were in business, we saw 500
patients.
(13:15):
So you know we were rocking androlling and acting as if and
you know doing the best we canand learning as we go.
So there were a lot of strugglesand a lot of challenges, and
you know doing the best we canand learning as we go.
So there were a lot ofstruggles and a lot of
challenges and you know thosegritty weekly cashflow calls and
all the things that come withthat.
You know, and just figuring outprocesses, and one of the
(13:37):
things that we pride ourselveson is just never having cut
corners.
You know, deanna, being apharmacist, that was never an
option and so that was part ofit.
But, to answer your question,along the line of milestones,
right after we launched in Julyof 2016, we launched events in
corporate wellness in 2017.
So it was almost right awaythat we created a protocol for
(14:00):
mobile and events and got intocorporate wellness, and our
first big corporate wellnesspartner was South by Southwest.
So if you know South bySouthwest I mean you know it was
one of my dreams is one day Iwill have a platinum badge to
South by Southwest.
So that was a dream for me, youknow.
And so just cold calling andmeeting the person, one of the
(14:22):
founders and getting put intouch with one of the right
people, we were able to docorporate wellness IVs for their
whole staff and it came as apart trade, part pay, and we all
got platinum badges and went toSouth by Southwest and, you
know, it was just incredible.
So we're already living thelife and, you know, taking the
highs, of the lows at that point.
(14:43):
But, yeah, we've done corporatewellness with them every single
year since then.
And then, of course, some otherbig partners are along that
journey as well.
And then, you know, we launchedthings like NAD Plus and
Exosome IVs in 2019.
We opened our second brick andmortar location just north of
(15:06):
downtown, on West Anderson Lanehere in Austin, in January of
2022.
And then last year, wesurpassed the 100,000 patient
mark for IVs administered safely, successfully and effectively.
So we're super proud of that.
I mean we saw over 18,000patients and helped them with
their wellness goals just lastyear.
So it's been a really fun, wild, exciting ride.
Speaker 2 (15:30):
That's awesome.
That's a really, really awesomestory, and the level of growth
that you had from where youstarted from idea to where
you're at serving over 100,000patients, that's incredible.
So let's dive into the businessa little bit.
So what sets your IV hydrationlounge apart from some of the
(15:51):
other people in this space?
Speaker 4 (15:53):
That's a great question.
We really feel like it has todo with me being the pharmacist
and my background in theindustry and really knowing that
importance of quality, safety,and so really that's what our
pillars are about is exceptionalsafety, service and wellness.
(16:13):
And so what most people don'trealize is the act of starting
an IV is a medical procedure.
I mean, we have to followmedical laws, and each medical,
each state's medical laws differfrom state to state, and so
it's very important that youabide by those medical laws due
to it being a medical procedure.
But what also a lot of peopledon't know is there's just as
much pharmacy regulated as it ismedical, because when it comes
(16:37):
to mixing an IV bag or injectinganything into an IV bag like
the vitamins, nutrients,minerals, that is an act of
compounding, and so there arevery strict guidelines and
regulations around compoundingpharmacy.
And while we're structured as amedical practice, my hat and
what sets us apart from a lot ofthe other clinics is the way we
mix our bags.
We're set up, we have a mixingroom dedicated for mixing the
(16:59):
bags under a sterile compoundinghood, and we abide by USP 797,
which I'm getting a little nerdy, but are the guidelines for
sterile compounding, and so thatis what we're doing in-house.
It's immediately administered toour patients.
But you know, a lot ofpractices cut the corners and
skip that part, and that'sprobably one of the most
(17:19):
important pieces that I'veinstilled is the quality
assurance piece and the patientsafety part of that.
Also, with my sister being onthe state part of pharmacy, and
being able to stay ahead ofthose regulations and being able
to pivot before everybody elseknows to pivot is a big part of
that too.
So just having that safetypiece of all the formulations
(17:42):
that I've created, knowing thatthey're safe dosages, the
osmolarity is correct, the SOPson how to administer are
properly designed, and so, again, that all goes back to the
ultimate goal, which is patientsafety.
So you know, we have nursepractitioners, and nurses and
paramedics are all part of ourmedical staff, and so anytime
(18:03):
you come in you're cleared byour medical provider, which is
part of the Texas Medical Boardrequirements, and so we have
every piece in a row that islegitimate.
And again to Jordan's point, wejust haven't cut corners when
we've established this business.
Speaker 3 (18:19):
I completely agree with Janet.
I feel like having a pharmacistas a co-founder of the business
is just ideal when it comes todoing what we're doing and all
the things that fall under that.
I also feel like we focus onthe patient and what need that
might be.
(18:40):
And of course, you could bethat same patient but have a
different need depending uponthe day that you come in.
So Jana created and formulatednine IV cocktails based upon
whatever you might need that day, whether it's the athletic
recovery drip or the immunitydrip drip or just the jet lag
and fatigue drip.
There's all different kinds ofIV cocktails that are formulated
(19:01):
specifically, designed to helpyou with those needs.
And I think what also sets usapart is just our team.
I mean, at iVitamin, our beaconlight is to take the best care
of patients we possibly can, andeverybody that joins iVitamin
team is part of that and that'sinstilled in them.
And you can feel it when youwalk into one of our locations.
(19:23):
I mean just the care.
I mean I don't know if you haveany nurses in your life, but
they are the most loving,compassionate, caring
individuals there are.
And even from the coordinatoraspect, when you walk in the
door, I mean we call our teamwellness warriors because we
want them to genuinely know howto pronounce the injectables and
(19:46):
the vitamins and ingredientsthat are in each drip and share
with you how they can help youbased on the goals that you're
coming in and presenting to useach day, and I think that that
really sets us apart.
I mean, we do have an iVitaminfamily and our team is what
creates that family.
We have a membership base andthose people come in and they
know our team inside and out.
(20:06):
You can expect the same faces.
Our team's been with us a longtime and I think it just shows
the mission that we're on tohelp people with what we're
doing is really special.
Speaker 2 (20:17):
That's outstanding.
There's a lot of lessons inwhat both of you just said.
One of the things a keytakeaway I have is you guys are
doing it the right way.
There's a saying I really likea clean conscience is a
comfortable pillow, and thereare times in business I know
I've had this experience whereit's very easy to say I'm going
to skip that or I'm going to.
No one's ever going to call meon that, and one of my business
(20:41):
mentors told me that when you'rebuilding a business, build it
as a 50-year asset, somethingthat's going to withstand the
test of time for 50 years, andespecially in the industry that
you're in and the importance ofsafety.
It's really neat that you guysare doing it the right way,
which probably is not theeasiest but definitely necessary
in that industry.
Speaker 3 (21:02):
Yeah, I mean, it's definitely not the easiest.
I love that saying because ittruly is something that we feel.
There's been so many peoplethat have told us along the way
come on, you need to openanother location now.
And both of us agree.
We were like no, it's not timeyet.
We've got to work outeverything.
We've got to make sure thatwhatever we're going to
(21:23):
replicate is how we want it tobe.
Over and over again, and sopausing and not growing and
scaling too quickly has beensomething that we've
continuously had to rein in tomake sure that it was done the
way that we think it should bedone.
Speaker 2 (21:41):
Well, very good, Very good.
That's a really, really coolstory and I'm going to be down
in Austin in March and I'mexcited to stop by and see it in
person.
I'm really excited about it.
I've heard good things about IVtherapy.
I personally have never triedit, but it just it seems to make
sense, and boy has it beengetting popular.
(22:04):
When you started nine years ago, was it considered mainstream
or was it fringe then?
Speaker 3 (22:13):
I mean, it was French .
I mean, at that point it was.
You know, the only way peopleknew about it was the hangover
drip.
Speaker 4 (22:20):
Yeah, that's what I was going to say.
Is I really like?
Sure it'll help my hangover?
And while that's definitelytrue, it does help, but we took
the approach of an overallwellness aspect because the way
we designed and the way I'veformulated our trips, it's
really meaningful to everysingle person that comes through
our door, whether it's atireless mom, a stress CEO, a
(22:41):
big traveler, an athletic personwho's training for a race and
they need recovery, or somebodylooking for detoxification.
I mean, there is really truly aplace for, you know, one of our
services, no matter what thewellness goals are.
And so when we, when we started,it wasn't more of a general
wellness offering for the, youknow, for those reasons energy
(23:02):
boost, immune support, hydrationbut as we evolved, we really
wanted to bring in more of thatpersonalized approach, and so,
as we started adding services,we really wanted to focus on
what does each patient need?
Not all the patients as one, buteach individual person.
And so one of the really coolthings we brought on with the
(23:22):
micronutrient test that can testfor each person's very specific
deficiencies.
It tests for over 65deficiencies in vitamins,
minerals, nutrients,antioxidants, and so that way we
can pinpoint exactly what thatperson may need and custom more
of a tailored approach to that,and so that way we can pinpoint
exactly what that person mayneed and custom more of a
tailored approach to that.
And so as we grew and more ofthat personalized area, we
(23:45):
started adding the popularweight loss drugs, that's
imguridine and terzapatide, andwe've seen tremendous results.
With that I mean people.
It's changing, literallychanging people's lives.
And so another thing as we'veadded to our service line is our
Ivy Elite category, whichincludes NAD, which helps mold
and remodel our mitochondria toproduce more ATP energy, so to
(24:10):
speak, and exosomes, which is aversion of stem cells, and we're
currently launching an NADenhancement product called
Niagen, which will be availableas of now.
And so we're continuouslyadding service lines to provide
more optimization for ourpatients.
Speaker 2 (24:32):
Yeah, that's really neat.
That is really neat.
So we've talked about the brickand mortar, the expansion into
your second brick and mortar.
We've talked about the successthat you've had in the mobile
clinics Going to South bySouthwest.
That's awesome.
And so let's talk about thisexciting third step, the
(24:55):
fractional franchise model.
So how does this model serve asa turnkey solution for small
business owners?
What does that look like?
Speaker 3 (25:03):
Oh my gosh, we're super excited to be able to
launch this.
We've been working on it foryears.
It was actually ready rightwhen COVID hit, and so we
pivoted and opened our secondlocation because no one was
going into businesses andoffices and clinics anymore.
So we pivoted and opened oursecond location because no one
was going into businesses andoffices and clinics anymore.
So we've done a lot ofrefinement and I think it helps
(25:24):
to just explain what that evenis right.
So, unlike a true traditionalfranchise, a fractional
franchise means you already havea business, you already have a
thriving business, but it mightlook like what we've experienced
ourselves where, year overbusiness, you already have a
thriving business.
But it might look like whatwe've experienced ourselves
where, year over year, you'relooking for ways to bring on
more services or other thingsthat you can provide your
(25:46):
patients, especially in thewellness arena.
It might look like you knowsomething that you're looking to
just generate growth for thebusiness and grow year over year
.
You know all of those are realbusiness owner challenges that
we face, and so the fractionalfranchise is the satellite
locations so it's callediVitamin Plus whatever location
(26:07):
that would be going in, and welike to give the image of a
Starbucks and a Target.
So it's a fractional iVitaminplugged into your already
existing business.
So why we think it's genius isbecause you already have the
overhead.
Most likely you have the staff.
If not, you'd hire a staffmember that could do IVs and
(26:29):
it's essentially starting a newbusiness in your already
thriving business, which isgoing to be an immediate
additional stream of incomemonthly and you're also going to
be able to share this wellnessoption with patients that you
already see, the patients thatare already there.
So the overhead and the costsare not going to be effective
and essentially you can take aproven method and model and put
(26:50):
it into your business to startIV therapy and do it
successfully off of what we'veproven out.
Speaker 2 (26:57):
I really like that and I would imagine the support
of a second generationcompounding pharmacist and the
products that you guys have comeup with in your brick and
mortar stores those would all beavailable to the franchisee.
Speaker 4 (27:15):
Everything from the clinical side of things to the
non-clinical side of things, theoperations part.
So, from a clinical standpoint,that means you have access to
our IP, our formulations thatI've created, all of the mixing
room setup.
We'll come in and set that upfor you.
All of the established SOPs,from how to start an IV to what
(27:38):
happens if somebody has areaction, the full gamut of SOPs
is included in this.
One of the big pieces of thisis the inventory.
It's like how do I order?
Where do I order?
Well, that's a big part of Iwould call it, my baby is also
vetting out the compoundingpharmacies where we do order our
(27:58):
injectables from injectablesthat go inside the IV bag, and
so that is something our staffwill help facilitate is ordering
or the ordering process forthem, and so a big part too is
it comes with our EHR, whichstands for electronic health
record.
It's important, the requirement, and so we have all those
pieces in place with theoversight of the medical
(28:20):
director, which is huge.
There's already a physician inplace overseeing all of these
operations, and so that's, youknow, a big part of the clinical
piece.
From the non-clinical piece.
We have the structure, we havethe proper entities in place for
medical practice.
We have all of the systems tomake the front end checkout
(28:40):
process smooth.
We're a membership basedbusiness, so our EHR is also a
point of sale and so our staffhelps train on all of that to
help facilitate that generatingthat recurring revenue.
And so we'll give this alsogives access to our clinical
manager and educator, who comesin and trains the clinical staff
(29:02):
, and also our general manager,who's been with us for seven
years since pretty much we gotgoing.
She knows everything just asmuch as we do about the business
comes in and trains the frontstaff to ensure the top tracks
are on point.
They know how to sell thememberships, and so we really do
have this full package from thefront end to the back end
buttoned up nicely.
So that's the turnkey part ofit.
Speaker 2 (29:23):
Outstanding.
I really like that.
Now you guys have talked abouthow selective you are when
you're hiring your own employees, and so I would imagine that,
as you're looking to partnerwith a franchisee, that same
thing is important.
And so what would the idealcandidate be like for a
franchisee?
And what if they don't have anymedical experience?
Is that a limitation?
Speaker 4 (29:46):
That's a great question and, as we've been
building this out, a big part ofthat is the financial model
right, and so we were looking atwhat volumes make sense, what
revenues on both sides wouldmake sense for a good
partnership, and so what ourtarget really is is an
established business that seesover 400 patients or clients a
(30:06):
month.
They're probably doing maybe$750K a year to a million a year
maybe and so they're lookingfor an additional stream of
revenue.
They don't have the time orwherewithal know how to do it.
They're looking for acash-based infusion and they
just don't have the time orwherewithal know how to do it.
They're looking for acash-based infusion and they
just don't have the knowledge toyour point, the medical
background to do it.
(30:26):
That is where we come in.
Additionally, it's importantthey have a space.
I mean, if they're alreadyseeing, you know, like-minded
clients, they may have a spacefor two, four, maybe six IV
chairs.
So that would be important.
So some examples would be anexisting med spa that maybe
they're doing aesthetic servicesor doing a facial that may last
(30:48):
45 minutes.
Well, meanwhile they could behooked up to an iRejuvenate IV
that's helping them from theinside out while they're getting
their facial.
So there's a lot ofopportunities and crossover for
an existing business.
To add this in Another greatexample of maybe there's some
medical practices who are justsick and tired of dealing with
insurance.
They're looking for a cash-basedinfusion and this is perfect
(31:09):
because it's a cash-basedbusiness.
Some other avenues will bechiropractors.
A lot of chiropractors havedifferent avenues themselves,
but a lot of them are wellnessfocused and already doing
wellness focused services.
Perfect, perfect.
Addition for IV therapyCryotherapy is a great one too.
They have all the equipment forall the biohacking services.
(31:31):
How perfect.
Iv therapy would fit into that.
So, really and truly, if it's abusiness that is looking for an
additional stream of revenueand they don't want to buy a big
piece of equipment because alot of these additional like,
for example, our medicaldirector.
I was talking to him at ourChristmas party over the
holidays and he was like man, Ijust bought this $60,000 machine
(31:51):
.
I had to create the protocols,find the right person to train,
I had to find the patients tocome use it.
All this, you know, a serviceline is a lot to build out, and
so that is what we're providinga complete service line, front
end to back end and in a package.
Speaker 2 (32:07):
Very nice, very nice and I really like that the
medical backing that you guysare providing.
You know if you're going tostart a business injecting
somebody with an IV boy, safetyis critical.
Injecting somebody with an IVboy safety is critical.
You ask yourself what couldsink the ship Injecting the
wrong thing or the wrongprotocol.
So I really like that and thesupport that you guys are
(32:29):
providing.
So, as many of our listenersknow, I'm a retired accountant
and I always like to dive intothe economics of what this looks
like.
So let's talk franchise fee,let's talk revenue, let's talk
profitability on what it wouldlook like to franchise in
iVivant Plus.
Speaker 3 (32:50):
Yeah.
So when we go down thefinancial model, we thought what
better way than to base it offreal data that we've lived and
proved?
And so the model that we canshow someone is gonna be based
off of what we did at our newestlocation, which we opened in
(33:11):
January of 2022.
And because the model is sounique, with it having all of
that overhead essentiallyalready taken care of, what
we're showing is someone can addan additional $50,000 a month
to their monthly revenue bymonth six after opening an
iVitamin Plus.
So again, the franchise fee isyou know the entry fee is less
(33:36):
than $35,000 to get started.
The franchise fee alone is$25,000.
So it comes at a fractionalprice.
And then you know we give thatconservative amount and say
$35,000 or less, including thefractional franchise fee,
because if you wanted to do abuild out of a mixing room, if
you needed to purchase the hood,if you wanted to do six to
eight massage chairs, that givesyou that space to be able to
(33:58):
utilize that capital.
But again, most of thesepartners may already have the
space.
They may already have a roomthey're not even using with
chairs in it, that they could dosome minor tweaks and get their
business up and going.
So we're talking about profitmargin.
I mean the profit margins areanywhere from 50 to 60 percent,
but depended upon the expensesthey have.
If somebody came and told methat I could start a business at
(34:21):
Sinai Vitamin for less than$35,000, add an additional
$50,000 by the sixth month ofoperating this business and
operate at a 50% profit margin,that would be a no-brainer for
us.
Speaker 2 (34:34):
To all of our Amazon sellers that have been getting
beat down and have single-digitmargins.
I want to emphasize that point.
Yeah, to fight to stay in theteens is it's a tough that's.
that was my businesses, or aremy businesses is, you know, high
(34:54):
, high single digits and lowdouble digits, and it just takes
a long time to grow at thatpace, and so I really like that
economic model and what you weresaying about people that have
existing clinics, where this issomething that they can just
plug in and it comes with theknow-how.
I think a lot of times asentrepreneurs, I know I felt
(35:18):
this way where I'll embark on anew endeavor and I don't know
what I'm doing.
I don't, and I learn, I watchYouTube and I talk to people,
but as I think about thisfranchise model, having the
backbone of a successfulbusiness that's been here for
nine years, that hasists onstaff, and that's critical,
(35:43):
that's critical and iteliminates that step which is a
lonely feeling of I don't knowwhat I'm doing and I can't tell
anybody that, and so, yeah, Imean absolutely, and this is
based off of.
Speaker 3 (35:57):
there was no patient existence for us to begin with.
So, these numbers are based offof building a new location
without a patient base.
What our model is going to dois utilize the patients that are
already coming in your door andgive you all of the tools and
support needed to make that asuccessful business.
Of course, you're going tostill attract more patients
(36:18):
outside, but that'll evenbenefit the business even more
because they're going to beattract more patients outside,
but that'll even, you know,benefit the business even more
because they're going to be ableto take advantage of the
services that you have.
You asked the question earlier.
If you know, this would be agood model for somebody that
didn't have that medicalpersonnel and yes, it can still
be a good model.
For that, they would have tohire that nurse and so that
would take, you know, apercentage that would go into
(36:40):
effect on that profit marginthat I spoke of earlier.
But for that, you know, to beable to do that it's you're
getting a physician, you'regetting the insurance, you're
getting the whole system.
I mean, when they come intothat clinic, it's going to be
all of the patients that arethere for iVitamin services on
an iPad, with a business alreadybuilt into that that you just
(37:01):
start making revenue off of.
Speaker 2 (37:03):
Outstanding, Outstanding.
Before we turn the page andmove on to a new topic anything
else about the economics of thisthat would be helpful to
somebody who's interested.
Speaker 3 (37:16):
So I think when we talk about ongoing support, you
know Jana touched on some of thethings from a non-clinical
standpoint that are included butmarketing is a huge, huge value
add benefit that we're alsoproviding and what that looks
like is from a financialstandpoint too.
You're going to get adcreatives that we've already
(37:37):
utilized.
You're going to get emailnurture sequence campaigns.
So when you get entered in asan iVitamin Plus patient, you're
going into the iVitamincorporate email nurture campaign
sequence with all the emailsthat an agency has created that
are following through thatcustomer journey.
You're always going to getgraphics and assets and things
like that.
So there's that ongoing support, too that can also help with
(37:59):
that financial piece as well.
Speaker 2 (38:02):
Absolutely, absolutely.
Speaker 4 (38:04):
So, david, I want to add to that too.
Like our brand and what we'vecreated is very important to us.
We're trying to protect that.
That's part of the reason wewent the fractional route is to
maintain and protect our brand,and so we created the support
model, the training model, justas we would if it was an
internal personnel.
I mean, that is what they willget is as if they're internal
(38:24):
with us.
That's just an extension of us,and so they will get the same
support that we give our currentstaff and all the things
internally we do at ourcorporate offices.
Speaker 2 (38:34):
I'm glad that you mentioned that.
I'm glad that you mentionedthat.
That's really important.
So let's talk about themembership side of iVitamin Plus
and what that looks like.
Speaker 3 (38:44):
Absolutely.
Our members are our family andpart of that fractional
franchise offering is given thatproven, branded, successful
membership model for others tobe able to incorporate into
their existing businesses.
So right now, into theirexisting businesses.
So right now, financially, ourmembership revenue is about 50%
of our monthly revenue.
So 50% of our revenue we knowis going to be there tomorrow,
(39:08):
as long as we maintain thosemembers and keep introducing
that membership package.
And especially for a medicalpractice that takes insurance,
having a recurring revenue basefor a membership model could be
very impactful to a businesslike that.
If you already have amembership base and you're
non-medical, say a wellnesspractice, you know this is a
(39:29):
model that can ensure that youhave one that's proven out, that
you know the next day you'regoing to have that revenue and
that base of business, which issuper helpful.
Speaker 2 (39:47):
Absolutely, absolutely.
I'm glad we got into that, sowe're definitely going to have
to have you guys on the showagain and do a part two of this
episode, because I feel like wejust scratched the surface.
But as we wrap up thisinterview, there's a list of
four questions that we ask allof our guests.
We call it the fire round.
Are you ready?
Yes, all right.
Speaker 4 (40:09):
Jana, what is your favorite book?
So, a book that I'm readingright now that is day by day
changing my life is by DavidBayer A Changed Mind.
He is a mindset coach and is aphenomenal, not just speaker but
human.
We've had the opportunity tomeet and work with him through
Four Rooms, mastermind, and sothis book gives the framework to
(40:32):
change your mindset, toeliminate limiting beliefs,
eliminate those negativethoughts, to really break
through the barriers that'sholding you back to accomplish
all the things you want to do.
And so in this book, he givesjust exercises in the framework
to do daily, which I've beenimplementing, and it's truly
(40:53):
changing my life day by day.
Just, my focus for this year ismindset, and so that is the
book I'm in love with right now.
Speaker 2 (41:00):
Outstanding.
And Jordan, what about you?
Your favorite book?
Speaker 3 (41:04):
My favorite book there's so many that come to
mind, but one that I referenceoften is Fierce Conversations by
Susan Scott, and I love it andbring it back around full circle
often, because I feel like somuch can be accomplished if we
just say the hard things.
(41:24):
If we just get to the pointfaster and are very frank with
certain things that are on ourmind, we can accomplish so much
more, and so I feel like it's areally good tool for an
entrepreneur.
Speaker 2 (41:38):
Very good, I'm going to have to add that to my
reading list.
So.
Speaker 4 (41:47):
Jana, what are your hobbies outside of e-commerce
and wellness?
Well, we were a blended familyof five.
We have two small children athome, so a lot of our hobbies
until outside, outdoors.
We live on two and a half acresand anything out in nature is
inspiring and grounding, and sowe have we call it the funny
farm.
Actually, we have dogs, we havecats, we have a bird, we have
(42:08):
chickens, and so a lot of ourtime is devoted to family,
especially with small children.
It's, you know, challenging todo things out.
You know for myself, but I doincorporate a lot of crafts and
outdoorsy things with my kids.
We also, Jordan and I, alsoshare a wake surfing boat, so we
(42:29):
spend a lot of time on the lakewake surfing.
So anything related to wateryou'll find us there.
We both have beach houses downon the Texas coast.
We spend time out, so waterbeaches outdoors is where my
heart lives.
Speaker 2 (42:45):
Outstanding, Outstanding.
And Jordan.
What about you?
What are your hobbies?
Speaker 3 (42:48):
Yeah, very similar.
We're lake rats.
We recently moved to LakeTravis where we keep our boat
that we share, and so my kidsare nine and 11.
And so wake surfing is ourpassion, it's our happy place.
We're out there often.
We also love to travel.
Our kids are in year-roundschool, so every six weeks they
get a break and we try to traveland explore other cultures, and
(43:12):
that's been really, reallyamazing for the ages that
they're at, because I know thatthey're not going to be this age
for very much longer.
They're going to get into thoseteenage years and that's going
to change drastically.
So again, same thing anythingoutdoors, in nature we love to
snowboard and travel andanything on the water.
Speaker 2 (43:29):
Very neat, Since you both mentioned wake surfing.
As an amateur wake surfer, I'vealways felt like if you can do
it without holding the rope,you're good.
Speaker 4 (43:39):
That's the goal.
Right, that's the goal.
Speaker 2 (43:42):
Yes, someday I hope to let go of that rope, but I'm
not there yet.
Speaker 3 (43:46):
You should see our children, david.
It's pretty impressive.
I mean eight, nine and 11, andthey're surfing circles around
us.
Speaker 4 (43:57):
You should found your surfing coaches, because Jordan
taught me and then I taught mykids and everybody taught a lot
of people.
So you're up, yeah.
Speaker 2 (44:02):
Yeah, it's time.
It's time.
2025 is the year, so All right,jana, what's one thing that you
do not miss about working forthe band?
Speaker 4 (44:13):
One thing I do not miss.
I mean I'll tell you what Ilove about being an entrepreneur
is the flexibility.
I mean just very powerful to dowhat I want, what I want, make
the decisions that I want, andit is ultimately my call, and so
that's very freeing and so Idon't have to answer to anybody
else.
I mean I do answer to Jordansometimes, but in terms of you
(44:37):
know the corporate America role,just the flexibility, while it
does come with, you know, a lotof work and dedication,
perseverance and a lot of otherthings I wouldn't, I wouldn't
trade it.
I just love, love theflexibility in my life.
Speaker 2 (44:50):
All right, very good, very good.
And Jordan, what about you?
What's one thing you do notmiss about working for the man?
Speaker 3 (45:00):
I don't miss selling someone else's vision and
mission.
Laser focused on ours, and it'sa good feeling.
Speaker 2 (45:08):
Outstanding, Outstanding.
What advice, Jana?
What?
Speaker 4 (45:14):
advice would you give to entrepreneurs looking to
scale their business?
Well, going back to what wesaid earlier is go slow and
implement appropriately.
Implement the necessary piecesthat are scalable and make sure
those are refined so that whenyou're ready to go, you're not
shuffling around trying torefine them when you're scaling.
That's the framework.
Speaker 2 (45:38):
Set the stage and refine it early on so that you
have something to build fromOutstanding and Jordan.
What is?
What advice would you give toentrepreneurs looking to scale
their business?
Speaker 3 (45:52):
I would say don't be afraid to ask for help.
I feel like Jana and I are bothvery trainable and advisors
love working with us because wesoak it in and we usually act
and execute on it and don't beafraid to ask for help.
I mean, I think we've gotten towhere we are today because we
know we don't know what we don'tknow and we're happy to have
the help.
And just I look back at ourjourney and so grateful for all
(46:13):
the pivotal people and mentorsand minds that have helped us
get where we are today.
Even inadvertently they mightnot have even known you know the
impact there, but I think it'sso key and as entrepreneurs we
at times feel lonely and it'shard to keep going and I think
those relationships and havingthat support around you can be
(46:36):
really impactful.
Speaker 2 (46:37):
I'm glad that you mentioned that loneliness,
because it sure doesn't seemthat way.
When you look on Instagram orFacebook.
It seems like us entrepreneursare driving around in
Lamborghinis all day long whilesomeone else handles our
problems, and I, at least, havenot found that to be the case,
so I'm glad that you mentionedthat.
So this has been an outstandinginterview and we're looking at,
(46:58):
we're really looking forward tohaving you back on the show.
Outstanding interview and we'rereally looking forward to
having you back on the show.
If people are interested ingetting in touch with you or
learning more about the iVitaminPlus, what is the best way to
do that?
Speaker 3 (47:09):
So you can go to our website iVitaminTherapycom and
at the bottom you can scrolldown.
There's opportunities andiVitaminPluscom is specifically
for the fractional franchise.
Speaker 2 (47:20):
Okay, very good, very good.
Well, thank you so much forbeing a guest on the Firing Band
and looking forward to stayingin touch.
Thank you, david.
Speaker 3 (47:26):
Good.
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