Former CEO of celeb fav gym Dogpound launches $5M fund to back wellness companies

New York: Jenny Liu, the former CEO of the trendy gym Dogpound, has started a $5 million fund called Crush It Ventures. She wants to help wellness companies, especially those owned by women and minorities. She decided to create the fund because she saw many people at her gym eager to share new ideas but struggling to get support for their projects.

The fund will focus on businesses in fitness, mental health, beauty, and hospitality. Liu’s experience at Dogpound taught her that health is not just about working out; it also includes feeling good emotionally and mentally. Many young people today, especially from Gen Z, care a lot about wellness and are spending more on it. A study showed that Gen Z spends over 41% of wellness dollars, while older people spend less.

Jenny believes that young generations want brands that care about real connections and community. She started raising funds for her venture in 2024 despite challenges. Liu used her strong network and experience in banking to break through and attract investors for her fund.

So far, her fund has invested in 18 companies, including Elemind, which makes wearable tech, and Caliwater, a consumer products business. Liu aims to support about 20 to 25 new companies over the next year and a half. “We want to help more diverse founders succeed and show that wellness businesses can grow and make a real difference in people’s lives,” she said.