How Hiya Became a Category Leader Without Taking VC Money (with Adam Gillman) copertina

How Hiya Became a Category Leader Without Taking VC Money (with Adam Gillman)

How Hiya Became a Category Leader Without Taking VC Money (with Adam Gillman)

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 Can you build a category leader without ever taking VC money? Adam Gillman says yes, and Hiya Health is his proof. Adam is the co-founder and president of Hiya Health, a children’s wellness brand that launched in 2020 and is now the category leader in the US. Before Hiya Health, he ran a mobile consulting company, a chain of fitness studios in Los Angeles, and Field, a premium cannabis brand where he learned some hard lessons about venture capital and leadership. In this episode, Nik and Adam dig into all of it. Adam explains why VC should be an accelerant and not an excuse, how Hiya Health earned parents’ trust by walking the vitamin aisle and reading competitors’ labels in one of its first ads, and how a manufacturing constraint turned into the glass bottle and sticker packs that became the brand’s signature. They talk about why “our customer is not our consumer,” why subscription businesses flip the usual acquisition math, and why Hiya Health waited more than two years before launching its first additional SKU. Adam also shares where supplements are headed (retail and DTC are becoming one business), why creative volume is the new edge, and why he says trust is the product. Then Nik throws him a curveball: build a daily hydration brand for adults over 50 from under $50K. Adam’s must-do list for founders is simple: get a 13-week rolling cash flow forecast in place and stop wasting money on flat-fee creator posts. Would you build a subscription brand around a daily habit? Tell us what you’d pick in the comments. --- Triple Whale is the AI operating system built for modern commerce. We help you see what's actually working in your business, what's not, and what to do next. Then we take action for you — pausing the underperforming ad, generating the next batch of creative, flagging the inventory risk before it hurts your bottom line. Learn more at ⁠⁠⁠⁠⁠⁠⁠⁠https://triplewhale.com/limitedsupply⁠⁠⁠⁠⁠⁠⁠ --- Want more DTC advice? Check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply YouTube page⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for more insider tips. And if you’re looking for an instant stream of on-demand DTC gold, check out the⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Limited Supply Slack Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ for Nik’s most unfiltered, uncensored thoughts. Check out the Nik’s ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠DTC newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ --- Follow Adam Gillman on X: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://x.com/AdamGillman Follow Nik on X: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://x.com/mrsharma
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