Latest / Healthier: Building Health & Fitness Businesses
How to sell health hardware through retailers | Stefan van der Fluit, FLOWBIO | Healthier Ep 8
“Don’t get into hardware if you don’t like being punched in the face 10 times a day.” Stefan van der Fluit has spent six years building FLOWBIO, a wearable that turns sweat into data about sodium and fluid loss for endurance athletes.
He joins Will to explain how childhood dehydration and an attempt to earn a professional IRONMAN card led to the product; why the hard parts of hardware can become a defensible moat; how FLOWBIO shifted from a DTC-first plan to a business where 65% of sales come through retail partners; and why its strategy alongside much larger wearable companies is to go an…
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