Former CEO of Celeb Fav Gym Dogpound Launches $5M Fund to Back Wellness Companies
Ex-Dogpound CEO Jenny Liu launches $5M wellness fund to support diverse founders in mental health, fitness, beauty, and more.
Matilda
Former CEO of Celeb Fav Gym Dogpound Launches $5M Fund to Back Wellness Companies
Wellness Fund Launch: Ex-Dogpound CEO Backs $5M in Early-Stage Brands What’s driving the next wave of innovation in wellness? And who’s getting a seat at the funding table? Former Dogpound CEO Jenny Liu is answering both questions with the launch of Crush It Ventures—a new $5 million early-stage fund dedicated exclusively to wellness startups. The fund targets underrepresented founders building in mental health, fitness, beauty, and experiential hospitality, sectors where demand is surging but capital access remains uneven. Credit: Jenny Liu Liu’s move comes amid a cultural shift: wellness is no longer just about treadmills and green smoothies. It’s about community, emotional resilience, and purpose-driven products that resonate with digitally native, socially conscious consumers—especially Gen Z. Why This Wellness Fund Is Different Crush It Ventures isn’t just another venture firm jumping on the wellness bandwagon. What sets it apart is its origin story—and its mission. Liu spent years le…