Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Rob Greer, Founder & CEO of Avenir Nutrition, located in Ridgewood, NJ, USA.
What's your business, and who are your customers?
We are a nutraceutical (i.e., a fancy word for "health supplement") company that is focused on the "work hard, play hard, health hard" customer demographic. We are seeking to unlock better health outcomes for those whose lifestyles involve moderate quantities of stress and hard work, along with the occasional "blowing off" of steam on the weekends. People are inevitably going to consume toxins when going to weddings, concerts, vacations, and happy hours - we certainly aren't encouraging this kind of activity, but recognizing this reality and seeking to help these people lead healthier lives.
Tell us about yourself
I am a recovering investment banker and private equity professional. Prior to starting Avenir, I spent my entire career working in healthcare finance. I spent the first couple of years after college working in investment banking in Manhattan, focused on healthcare mergers & acquisitions and IPOs. I then transitioned to private healthcare equity in San Francisco, where I was involved with acquisitions of middle-market healthcare companies across the US.
I have always been passionate about health, longevity, and health supplements, which initially drove me to pursue a healthcare-focused finance career. I have always had an entrepreneurial itch, though, and ultimately decided to throw caution to the wind and start my own company. I have been taking health supplements since I was in high school, so when I decided to start my own business, I viewed a health supplement company as the perfect intersection of my passion and opportunity.
I founded Avenir in 2022 and became a digital nomad in the middle of the year. I spent the 2nd half of 2022 throughout Europe in 20 different countries. For 2023, I am currently in Argentina and plan to stay here indefinitely while I continue to grow Avenir.
What's your biggest accomplishment as a business owner?
My biggest accomplishment in the first 6 months of the business was as follows:
- Scaling the business to 6 figures of revenue in the first couple of months.
- Securing a physician influencer (Dr. Sood) to come on board as the company's Co-Founder and Chief Medical Officer.
What's one of the hardest things that comes with being a business owner?
The vicissitudes and roller-coaster of being an entrepreneur are well-known and oftentimes glorified in movies, books, and tv-shows. Nothing prepares you for actually taking the leap of faith and doing it yourself, especially while being a digital nomad and traveling the world. Some days you feel like you are at the top of the world, only to feel like you're slipping and falling the next day. It's not an easy path, but the last 6 months have been some of the most memorable and character-building of my entire life. I have and will continue to give my blood, sweat, and tears to this business.
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Start it as a side hustle before quitting your full-time job.
- Save up enough money to bootstrap the business yourself, at least in the beginning.
- Once you've made up your mind, don't look back.
Where can people find you and your business?
Website: https://avenirnutrition.com/
Facebook: https://www.facebook.com/AvenirNutrition
Instagram: https://www.instagram.com/its.avenir/
LinkedIn: https://www.linkedin.com/company/its-avenir/
If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.
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