Former CEO of celeb fav gym Dogpound launches $5M fund to back wellness companies

Jenny Liu Launches Crush It Ventures to Bridge Gap in Wellness Funding

Jenny Liu, former CEO of exclusive, celebrity-favorite gym Dogpound, recently shared her motivation for starting her own venture fund. She identified two key reasons that drove her to launch Crush It Ventures, a wellness-focused early-stage fund.

Liu noticed a vibrant community of wellness founders at her local gym who were passionate about testing new products and building connections. She also observed that many of these founders, particularly women and minorities, faced challenges in securing funding due to limited access to founder networks.

To address this gap, Liu founded Crush It Ventures with a mission to support companies in the wellness sector, including mental health, fitness, beauty, and hospitality. The firm recently announced the final close of a $5 million Fund I.

The wellness industry has experienced significant growth in recent years, with trends like the rise of Gen Z’s interest in gyms and run clubs. A McKinsey study revealed that the U.S. spends over $500 billion annually on wellness, with young people leading the way in wellness spending.

Liu believes that the popularity of wellness stems from a broader understanding of health that encompasses mental, emotional, and social well-being. As technology increasingly automates daily life, people are seeking experiences and products that promote genuine connections and long-term well-being.

Despite challenges in raising funds, especially for women solo GP, Liu leveraged her network to secure support for Crush It Ventures. With a background in banking and experience in angel investing and leadership roles at Dogpound, she is well-equipped to guide founders in brand building and community development.

Crush It Ventures plans to invest between $100,000 and $250,000 in 20-25 companies, focusing on building diverse and purpose-driven founder networks. The fund has already invested in companies like Elemind and Caliwater, with a goal to deploy all funds within the next 12-18 months.

“We aim to close the gap in wellness funding for underrepresented founders, strengthen founder networks, and demonstrate that purpose-driven companies can scale and positively impact health and lifestyle,” Liu emphasized.