Jenny Liu, former CEO of celebrity-favorite gym Dogpound, has launched a $5 million early-stage venture fund called Crush It Ventures. She aims to support wellness startups, particularly those led by women and minority founders.
Why the Fund
Liu said she noticed founders at her gym testing new products and building communities, but struggling to secure funding. She wants to bridge that gap and bring companies across mental health, fitness, beauty, sports, and hospitality.
Wellness Industry Boom
The U.S. wellness market is massive, with over $500 billion spent annually, according to McKinsey. Gen Z drives much of this growth, spending over 41% on wellness despite making up 36% of the adult population. Liu believes wellness now encompasses mental, emotional, and social well-being, not just physical fitness.
Fund Strategy
Crush It Ventures plans to write checks of $100,000 to $250,000 per startup, investing in 20-25 companies. So far, 18 companies, including wearable tech firm Elemind and CPG brand Caliwater, have received funding. Liu hopes to deploy all funds within 12-18 months.
Focus on Community
Liu emphasizes that brand building is about creating shared experiences and genuine connections. She aims to help founders scale their businesses while maintaining purpose and community-driven values.
