“The Market Is Too Saturated” — I Built a Multi-Million Dollar Brand Anyway

Make It Happen with Iyia Liu · Jul 30, 2025 · 18m

Everyone told me the supplement industry was already too saturated. I launched Luxe Fitness anyway - and grew it into a multi-million-dollar brand.

In this episode, I’m sharing what I learned about entering a crowded market and why competition doesn’t necessarily mean there isn’t room for your business.

I get into finding your point of difference, creating a strong brand and identifying the gap that gives customers a reason to choose you over everyone else.

Because “someone already does it” isn’t a reason to abandon a great business idea. Sometimes a…