Dear FoundHer...

Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.Heidi Zak took a bra that didn’t fit and turned that frustration into ThirdLove, a DTC brand that challenged an industry dominated by one player and proved that listening to women could transform everything about how a product is made, marketed, and sold.For Dear FoundHer’s 300th episode, Lindsay Pinchuk talks with Heidi about the decisions and risks that shaped ThirdLove’s growth, from introducing half-cup sizes that the industry said were impossible, to launching the “Try Before You Buy” program that asked women to truly live in the product before deciding if it was right for them. Heidi shares how customer feedback revealed insights far deeper than price or style preferences, and how those insights shaped both the brand’s identity and its ability to earn trust online. She shares about the missteps, the manufacturing roadblocks, and the moments where abandoning an idea saved time and money.Lindsay and Heidi’s conversation is about building in direct response to the people you serve, scaling in a competitive DTC space without losing sight of product quality, and staying committed to innovation even when the path forward is messy and uncertain.Episode Breakdown:00:00 Introducing Heidi Zak06:19 Heidi Zak’s Founding Story of ThirdLove14:01 Launching the First Product Line and Market Strategy19:35 Creating Half-Cup Sizes and Disrupting the Bra Industry24:08 Building Trust and Driving Customer Acquisition32:01 How Customer Feedback Shaped ThirdLove’s Growth36:17 Lessons Learned from Failed Experiments38:56 ThirdLove’s Current Status and Future PlansConnect with Heidi Zak:Follow ThirdLove on InstagramFollow Heidi Zak on InstagramSubscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.Join our online networking community, the Dear FoundHer... ForumFollow Dear FoundHer on InstagramDon’t forget to follow Lindsay on InstagramPodcast production and show notes provided by HiveCast.fm

Get actionable strategies for your business delivered weekly to your inbox. Subscribe to The FoundHer Files. No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.In this episode, Lindsay Pinchuk reflects on the journey of her podcast, Dear FoundHer..., as it approaches its 300th episode. She shares the evolution of the podcast into a supportive community for women entrepreneurs over 40, highlighting key lessons learned from her interviews with inspiring female founders. Lindsay emphasizes the importance of trusting one's intuition, staying true to one's mission, and the power of community in building successful businesses. She also offers personal reflections on her growth and the impact of the community on her life.Female Founded Businesses We Love mentioned in this episode: Odele Beauty: You can check out Founder, Lindsay Holden on the podcast, and make sure you show them some love.Shop Chunky:  Check them out and show her some love.Adulting 101 Masterclass: Show her some love here.Rebecca Minkoff Frankie Mini Woven Tote: You can check out our conversation on the podcast here. Don’t forget to show her some love.The Write Stop: Show her some love here.Resources + Links:SWEEP: How One Framework Helped Me Launch a Top 1% PodcastSubscribe to our weekly newsletter on Substack: The FoundHer FilesWant support, strategy, and a powerful network? Join the Dear FoundHer… ForumHave a question about growing without a budget or landing partnerships? DM Lindsay @dearfoundher on Instagram.If you enjoyed this episode:Please rate, review, and share Dear FoundHer... with another woman business owner who needs to hear this. And don’t forget to subscribe so you never miss a no-fluff, all-strategy conversation.

Subscribe to The FoundHer Files for weekly no-fluff business tips for women 40+ building on their own terms. Erica Groussman went from zero sales and deep debt to getting TRUBAR into Whole Foods, Target, and thousands of stores across North America, all by staying committed to a vision she wasn’t willing to give up on.In this episode, Lindsay Pinchuk talks with Erica about how a simple desire for a clean, delicious protein bar led to one of the fastest-growing plant-based snack brands on the shelf. Erica shares what those early days really looked like, driving around with samples in the backseat, asking salons and yoga studios to take a chance on her product, and putting marketing expenses on her personal credit card. She also opens up about the moment everything nearly fell apart after bringing in a partner who mismanaged the business, and what it took to take back control and keep going.Where do you draw the line between persistence and letting go? How do you rebuild when trust is broken and the money has run out? Erica talks through those moments with honesty, alongside the decisions that helped her move forward, building supplier relationships, testing in-store demos, and staying close to the product every step of the way. Her story is a grounded look at what it really takes to grow something from nothing and keep it alive through the hard parts.Episode Breakdown:00:00 Introduction04:15 How TRUBAR Got Started08:44 Recovering from Financial Failure11:08 Breaking Into Whole Foods14:51 TRUBAR’s Retail Expansion19:05 From Three People to a National Team20:40 Scrappy Marketing and Product Trial24:18 Getting Acquired by a Public Company27:31 The Long-Term Vision for TRUBAR33:43 Advice for Aspiring FoundersConnect with Erica Groussman:http://www.instagram.com/ericatrubarhttp://www.instagram.com/trubar.brandsSubscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.Join our online networking community, the Dear FoundHer... Forum:https://www.dearfoundher.com/dear-foundher-forumFollow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundherDon't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchukPodcast production and show notes provided by HiveCast.fm

Lindsay Pinchuk is re-launching her newsletter, The FoundHer Files on Substack! No fluff. No gatekeeping. Just what works… because we’re better together. Make sure you subscribe for simple business and marketing tips designed for actual growth. SUBSCRIBE HERE. Two former Lululemon insiders took a conversation in a Vancouver hot tub and turned it into a multi-million dollar DTC swimwear brand built on real product expertise, trust in their partnership, and a clear vision of what women actually need in a swimsuit.In this episode, Lindsay Pinchuk talks with Laura Low Ah Kee and Shannon Savage, the co-founders of Left On Friday, about how they pulled from over a decade of product experience at Lululemon to rethink what swimwear could be. Why were there still no suits that worked for movement and looked good too? What would happen if they applied everything they knew about fit, fabric, and function to a category that had barely evolved? That spark of an idea eventually became a focused product line, a growing team, and a brand that’s now seen on Olympic athletes and Gwyneth Paltrow alike.Laura and Shannon share what it looked like to build their DTC business from the ground up using their own money, the value of starting small and negotiating smart, and how they’ve stayed committed to growth that’s intentional and sustainable. You’ll hear how they used their own networks, leaned on past experience, and figured out what to outsource along the way. They didn’t just chase hype. They built something they wanted to last.If you’ve ever wondered how to turn deep experience into a brand with staying power, or how to balance vision with execution, this is the kind of conversation that makes you stop and think. What would you build if you fully trusted what you already know?Episode Breakdown:00:00 Meet the Founders of Left On Friday03:22 The Hot Tub Conversation That Sparked a Brand07:48 From Lululemon to DTC: Using Experience to Fill a Market Gap15:15 Bootstrapping with $150K and Building for Longevity22:24 Profitability, Growth, and Staying Power in DTC33:35 Advice for Female Founders Ready to StartConnect with Laura Low Ah Kee & Shannon Savage:https://www.instagram.com/lowaks/https://www.instagram.com/shansavage/https://www.instagram.com/leftonfriday/Subscribe to The FoundHer Files: No fluff. No gatekeeping. Just what works… because we’re better together.Join our online networking community, the Dear FoundHer... Forum:https://www.dearfoundher.com/dear-foundher-forumFollow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundherDon't forget to follow Lindsay on Instagram: https://www.instagram.com/lindsaypinchukPodcast production and show notes provided by HiveCast.fm

Lindsay Pinchuk is re-launching her newsletter, The FoundHer Files on Substack! No fluff. No gatekeeping. Just what works...because we're better together. Make sure you subscribe for simple business and marketing tips designed for actual growth. SUBSCRIBE HERE.We're rerunning this episode as Katie Sturino's debut novel, "Sunny Side Up". hits bookshelves adn the best-sellers list nationwide. Host, Lindsay Pinchuk shares that this is one of her favorite episodes of the podcast, and as she's currently on vacation, she chose to share this in celebration of Katie's big news.In this episode, Katie opens up about the transition from working in public relations to becoming an entrepreneur, taking Megababe from her parents’ garage to major retailers like Walmart. She talks about the importance of authenticity, community, and staying true to her mission of body positivity and empowering people of all shapes and sizes. Katie also shares insights into her strategic marketing efforts and how her viral series, #SupersizeTheLook, has strengthened her influence in the body acceptance movement.As Katie shares practical advice for founders, she also stresses the value of hiring the right team and testing your ideas before going all in. What does it really take to push through when things don’t happen overnight? Katie’s story reminds us that persistence and finding the right audience are key. Connect with Katie Sturino:https://www.tiktok.com/@katiesturino?lang=enhttp://www.instagram.com/katiesturinohttp://www.instagram.com/megababehttps://lindsaypinchuk.myflodesk.com/foundherfridaysSUBSCRIBE TO OUR NEWSLETTER, The FoundHer Files on Substack and check out today's edition on repurposing your content. Make sure you follow Dear FoundHer... on InstagramPodcast production and show notes provided by HiveCast.fm

Do you want more simple marketing strategies? Lindsay Pinchuk is re-launching her newsletter, FoundHer Files, this week on Substack! No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.Episode Summary:In this episode, Lindsay Pinchuk pulls back the curtain on how she built her first company, Bump Club and Beyond, from a $500 personal investment into a 7-figure, nationally recognized brand — without a marketing budget, a big team, or going viral.Lindsay shares the scrappy, strategic, and community-first approach that led to 3 million monthly impressions, six-figure brand partnerships, and eventually, a successful acquisition. If you're a woman over 40 starting or scaling a business and wondering if it's too late or too costly — this is your permission slip to build it your way.Whether you're just starting out or looking to grow smarter, you'll walk away with real, actionable takeaways that don't require ad spend or hype — just intention, connection, and consistency.In this episode, you’ll learn:Why showing up as yourself is your best marketing strategyHow to build a community first — and let the revenue followWhy value beats vitality (and how to deliver it consistently)The power of trade partnerships and organic growthHow integrity builds trust — and trust builds long-term successWhy you don’t need a big audience or big budget to growThe importance of email, feedback, and scrappy momentumWhat most people get wrong when they focus only on revenueResources + Links:Grab Lindsay’s free download: The FoundHer’s Blueprint for Building a Business Without Burning OutSubscribe to our weekly newsletter on Substack: The FoundHer FilesWant support, strategy, and a powerful network? Join the Dear FoundHer… ForumHave a question about growing without a budget or landing partnerships? DM Lindsay @dearfoundher on Instagram.If you enjoyed this episode:Please rate, review, and share Dear FoundHer... with another woman business owner who needs to hear this. And don’t forget to subscribe so you never miss a no-fluff, all-strategy conversation.

If you're a woman business owner over 40, join the Dear FoundHer... Forum to find support, advice, resources and mentorship—JUST FOR YOU. It’s all inside, without the gatekeeping and without the overwhelm.Ashley Thompson transformed cold oatmeal into a powerhouse brand sold in over 12,000 retail locations, scaling MUSH from a farmers market stall to a national favorite with the help of a pivotal Shark Tank deal. Joining Lindsay Pinchuk in this episode, the MUSH founder shares how she left a fast-track finance career at Goldman Sachs at 24 to build a mission-driven business from the ground up, without a business plan, outside funding, or prior food experience.Ashley recounts the early hustle of handmaking oats in her kitchen, demoing at local shops, and delivering products herself, all while using direct customer feedback to refine the brand. She explains how MUSH landed on Whole Foods shelves, survived a Shark Tank-fueled surge that nearly shut down the business, and ultimately scaled through smart automation and a disciplined, capital-efficient approach.This episode shows what shaped Ashley’s choices as MUSH grew, from holding off on new products for years to building a team that could support large-scale growth across Target, Costco, and Kroger. She explains what helped her stay focused, how she made decisions with limited resources, and what she’s still learning about leading a brand at scale. If you’re building something from the ground up, there’s a lot here to sit with… and you won’t want to miss it!Episode Breakdown:00:00 From Farmers Markets to 12,000 Retail Locations04:20 Quitting Goldman Sachs to Build MUSH from Scratch14:45 Getting into Whole Foods and Landing a 10-Store Trial19:25 Shark Tank Deal with Mark Cuban and Sudden Growth24:35 Surviving the Post-Shark Tank Chaos29:25 Why MUSH Focused on Retail Over DTC34:05 Launching Protein Bars and Expanding the Product Line39:00 Marketing Strategy Behind a National Health BrandConnect with Ashley Thompson:https://www.instagram.com/mushWe’re re-launching our newsletter this summer! Sign up here to have it sent straight to your inbox.Join our online networking community: Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forumFollow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundherPodcast production and show notes provided by HiveCast.fm

Do you want more simple marketing strategies? Lindsay Pinchuk is re-launching her newsletter, FoundHer Files, this week on Substack! No fluff. No gatekeeping. Just what works...because we're better together. SUBSCRIBE HERE.The year 2025 is officially HALF OVER. BUT, there is still a lot of runway left in front of us. In this episode, Lindsay Pinchuk shares 20 practical strategies for entrepreneurs to effectively achieve their business goals by the end of 2025. The conversation emphasizes the importance of reflection, planning, and taking actionable steps to ensure a successful finish to the year. Key strategies include checking in on goals, automating tasks, enhancing marketing efforts, and prioritizing personal well-being.Everyone listening can do every single one of these strategies---none of them are complicated. Take a listen and then try to implement one or two per week for the rest of the summer.Join the Dear FoundHer Forum to build and grow your business alongside other women entrepreneurs 40+, just like you: https://www.dearfoundher.com/dear-foundher-forumDon't forget to follow Lindsay and Dear FoundHer... on Instagram.

If you’re a woman business owner over 40, join the Dear FoundHer... Forum to find support, advice, resources and mentorship—JUST FOR YOU. It’s all inside, without the gatekeeping and without the overwhelm.Jennifer Meyer went from walking into jewelry shops with a sketch in hand to building a fine jewelry brand worn by Jennifer Aniston and sold at Barneys New York. She joins Lindsay to talk through the moments that shaped her twenty-year journey, from saving $7,500 over six months to cold-pitching jewelers and learning everything through trial, error, and curiosity. Jen shares how a last-minute decision to show her pieces to Aniston’s stylist helped launch her brand, and how a quiet meeting at Barneys turned into her first major order. She talks honestly about what it means to build something on your own terms, why she’s never taken outside investment, and how she’s stayed grounded as trends and platforms have changed around her.You’ll hear Jen reflect on the emotional weight jewelry can carry, the challenges of raising prices in a shifting economy, and what still drives her to keep creating. How do you build a business that can evolve as you do? How do you stay focused when it feels like everyone else is racing ahead? And how do you know when it’s time to celebrate a win? Jen’s story is a reminder that starting small doesn’t mean thinking small. And that consistency and a little bit of nerve can take you further than you think!Jen is celebrating 20 years of Jennifer Meyer Jewelry this year and is giving YOU an exclusive discount for the next week. You can use the code Foundher15 to save on her website: https://jennifermeyer.com/Episode Breakdown:00:00 Jennifer Meyer’s Journey from PR to Jewelry Design10:33 The Breakthrough: Jennifer Aniston and the Barneys Order14:29 Building a Brand Through Transparency and Hustle21:20 How Social Media Changed the Game27:49 Inspiration from Women and Celebrating 20 Years35:19 Real Advice for Aspiring Female FoundersConnect with Jennifer Meyer:http://www.instagram.com/jenmeyerjewelryhttps://jennifermeyer.com/We're relauching our newsletter this summer! Sign up here to have it sent straight to your inbox. Join our online networking community: Dear FoundHer Forum: https://www.dearfoundher.com/dear-foundher-forumFollow Dear FoundHer on Instagram: http://www.instagram.com/dearfoundherPodcast production and show notes provided by HiveCast.fm