IM8 went from $0 to a $120M run rate in just 11 months and they’re targeting $300M by the end of 2026.

In this episode of D2C Diaries, Olly sits down with Danny Yeung, CEO and co-founder of IM8 Health, to unpack how he built one of the fastest-growing supplement brands in the world.

From bringing on David Beckham as co-founder, to replacing 16 supplements with one clinically-backed daily drink, to assembling a scientific board with experts from NASA, UFC and Mayo Clinic, Danny shares the full playbook behind IM8’s explosive growth.

You can watch our IM8 breakdown here: https://youtu.be/FSO_kiGOVu8

Download the IM8 funnel resource here: https://eu1.hubs.ly/H0q_2-h0

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What does it take to scale a wellness brand to £25M+ after your first startup crashes, your health collapses, and you’re told sleeping pills are the only way out?

In this episode, Dan Murray-Serter, co-founder of Heights, breaks down the unfiltered journey of building one of the UK’s fastest-growing brain health brands. From startup failure and burnout-induced insomnia to founding a category-defining company used by real celebrity customers, Dan shares the mindset shifts, health breakdowns, and bold brand decisions that fuelled Heights’ rise.

We talk:

• How burnout and gut issues led to a £25M brand
• Why Heights rejected nootropics hype and built around boring fundamentals
• How they landed celebrity endorsements
• Why real customer obsession beats clever marketing

This one’s part growth playbook, part founder therapy. Raw, honest, and genuinely useful for any DTC operator or founder building through the pain.

Follow Dan on socials:
LinkedIn: https://www.linkedin.com/in/danmurrays/
X: https://x.com/danmurrays

Follow Olly on socials:
LinkedIn: https://shorturl.at/kPrqO
X: https://x.com/oliverwhudson

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LinkedIn: https://shorturl.at/TRI8B
X: https://x.com/LoukasHambi

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In this episode of D2C Diaries, Olly and Loukas break down the biggest lessons from 2025 and what they believe will be the single biggest changes shaping e-commerce in 2026.

They recap a huge Black Friday (nearly $40M spent on Meta in November), explain why Q5 (Boxing Day → early January) is the most underutilised growth window of the year, and share a clear creative framework for capturing short-lived New Year motivation without defaulting to lazy discounting.

The conversation also goes deep on leadership and operating lessons from scaling Soar - feedback loops, urgency, prioritisation, process mistakes - before closing with the D2C Diaries Awards, standout brands and campaigns, and predictions for where channels, creative, and acquisitions are heading next.

If you’re a founder, operator, or marketer planning for January and beyond, this episode is essential listening.

00:00 Intro
01:48 Black Friday recap: $40M spend & what actually worked
04:18 Why brands forget to analyse BFCM cohorts
06:17 What this episode covers
07:15 What is Q5 (and why it matters)?
08:10 Why CPMs drop after Christmas
09:17 The “flash in the pan” New Year motivation window
10:25 Q5 creative framework: TOF vs BOF mistakes
13:05 Why brands go too bottom-of-funnel
14:00 Creative mix for Q5 (TOF / MOF / BOF)
16:03 Outcome-led offers that outperform discounts
17:14 What was happening in Jan 2025
19:12 Biggest leadership lessons from 2025
23:42 Prioritisation, planning & time-blocking
27:45 Process rollouts & buy-in mistakes
29:41 Why urgency compounds growth
32:01 D2C Diaries Awards
40:11 New brand of the year: IM8
41:24 DTC dominator of the year
48:31 Most viral campaign of 2025
56:11 Predictions for e-commerce in 2026
1:02:47 Brands to watch in 2026
1:04:03 Outro

Follow Olly on socials:
LinkedIn: https://www.linkedin.com/in/olly-hudson/
Twitter: https://x.com/oliverwhudson

Follow Loukas on socials:
LinkedIn: https://www.linkedin.com/in/loukas-hambi-388067152/
Twitter: https://x.com/LoukasHambi

Follow D2C Diaries on socials
TikTok: https://www.tiktok.com/@d2c_diaries
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