🟣 Issue No. 35: HigherDose

Are You Leaving Six Figures on the Table?

Many eCommerce brands unknowingly lose hundreds of thousands of dollars each year due to inefficiencies in marketing, operations, and customer retention. That’s money that could be fueling growth and driving profits.

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Keep reading…

Note, Our Friday editions like this one that showcases Wellness brands will be for premium subscribers only.

$100M BRAND STORY

HigherDose: The Infrared Sauna Brand Redefining Wellness

If you’re in the wellness space and haven’t heard of HigherDose, it’s time to get acquainted. This isn’t just another brand hawking saunas—it’s a movement about “getting high naturally,” with dopamine, oxytocin, serotonin, and endorphins (yep, that’s what DOSE stands for). Co-founders Lauren Berlingeri and Katie Kaps have turned their passion for infrared therapy into a brand that’s reshaping how we think about health and recovery. Their journey is full of twists, lessons, and strategic pivots that every wellness entrepreneur can learn from.

But what started with saunas has grown into a full-on ecosystem of wellness tech, skincare, and supplements—all aimed at helping people feel amazing from the inside out.

Let’s break it down.

Are They Funded or Bootstrapped?

HigherDose’s start was scrappy. Lauren and Katie didn’t land millions in venture funding right out the gate. They pooled together a small friends and family round of under $100,000 to open their first two locations. They cut costs by opening within other spaces—think “space within a space” in hotels and wellness centers. This lean strategy allowed them to grow without overextending financially.

Fast-forward a few years, they raised $1.2 million to scale their operations and product development. Here’s the kicker—they’ve made that funding last over two years and are now completely self-sufficient​.

The Origin Story

Lauren’s journey began in the world of modeling, fitness, and extreme challenges (she hosted the Woman vs. Workout YouTube series, where she did everything from Navy SEAL training to NASCAR driving​). Katie, on the other hand, was a business-savvy operator with experience scaling Tough Mudder from $50 million to $150 million in revenue.

The two met when Lauren became obsessed with infrared saunas after it helped her tackle cystic acne and stress-related health issues. She described the first time she tried one:

Initially, they aimed to install infrared heating systems into yoga studios, but that model flopped. After two years of slow growth and limited revenue, they pivoted to opening infrared spa locations and selling take-home products​.

How They Expanded Beyond Saunas

HigherDose didn’t stop at saunas or even their wildly popular Infrared Sauna Blanket. They understood that building a wellness brand meant offering customers multiple ways to engage with their mission. Today, their lineup includes:

• Red Light Face Masks that rejuvenate skin and reduce wrinkles using near-infrared wavelengths.

• Infrared PEMF Mats, which combine heat therapy with pulsed electromagnetic field therapy to promote relaxation and recovery.

• Wellness Accessories like the Copper Body Brush, designed to boost circulation, and Transdermal Magnesium Spray for stress relief.

• Supplements like Detox Drops and HigherDose's own Superpowder to complement physical treatments with internal nourishment.

This variety of products allows them to address wellness from multiple angles—whether it’s through physical recovery, glowing skin, or even daily detox rituals.

How They Scaled the Sauna Blanket

While their product range is diverse, the Infrared Sauna Blanket remains a cornerstone of their brand. It’s a textbook example of how to scale a DTC product in the wellness space. What started as a practical solution for pop-ups quickly became the backbone of their business, now accounting for over 50% of their revenue.

Here’s how they did it:

1. Solved a Real Problem

The sauna blanket was born out of necessity. Their 600-pound saunas weren’t portable, but they needed something lightweight for events and collaborations. The blanket filled this gap while also addressing customer demand for at-home wellness solutions.

2. Perfected the Product

Lauren and Katie spent nearly two years refining the sauna blanket. They added features like amethyst and tourmaline stones, which amplify infrared heat penetration, and incorporated zero-EMF infrared technology to address safety concerns. This kind of customer-centric product improvement was key to their success.

3. Focused on Education

Since infrared therapy wasn’t mainstream, they leaned heavily on educating their customers. Through blogs, email campaigns, and influencer partnerships, they explained the science behind detoxification and the benefits of infrared therapy for stress relief and glowing skin.

4. Leveraged Digital Advertising

Their sauna blanket required a robust DTC eCommerce strategy, unlike their spa locations which grew organically. They leaned into Facebook and Instagram ads, pairing compelling creative with precise audience targeting to attract wellness-conscious consumers.

5. Capitalized on Seasonality

The sauna blanket’s benefits align perfectly with colder months, making it a seasonal hit. HigherDose launched pre-orders ahead of winter, managing demand spikes strategically to create urgency while avoiding inventory shortages.

Key Takeaways for DTC Wellness Brands

1. Build an Ecosystem: Offering a variety of products—like HigherDose’s Red Light Face Mask and PEMF Mats—deepens customer loyalty and creates multiple entry points into the brand.

2. Obsess Over Product Quality: Customers notice when you’ve put time into making something exceptional.

3. Educate Relentlessly: If your product isn’t mainstream, invest in content that helps customers understand the benefits.

4. Start Small, Think Big: HigherDose’s lean beginnings allowed them to grow sustainably and stay flexible.

5. Play the Long Game: Strategic pivots and thoughtful product development can take years but yield massive returns.

HigherDose is proof that you don’t need millions to build a brand that’s both innovative and scalable. By staying lean, offering diverse wellness solutions, and prioritizing customer education, Lauren and Katie have created a brand that’s as hot (pun intended) as their saunas.

So, what’s your infrared sauna equivalent? Whatever it is, take notes from HigherDose, and don’t be afraid to sweat the small stuff—it might just lead to your next big pivot. 🌟

On the Pod 🎧

Lastest episodes:

• 2025 eCommerce Predictions: 25 Things to Expect

• Closing Out 2024

• 6 Essential Actions to Win Q1 and Crush 2025 → Kunle Campbell

• Scaling Meta Ads: An Advanced Playbook for eCommerce Growth → Marin Ištvanić

• $40M in 5 Years: The Profit-First Obvi Playbook for DTC and Retail Domination → Ronak Shah

• How to Turn Consumer Neuroscience Insights into eCommerce Growth → Dr. A.K. Pradeep

• How to Land Top Media Features Without Hiring a PR Agency → Gloria Chou

HEALTH IS WEALTH

Understanding Linoleic Acid in Cooking Oils: Making Healthier Choices

When choosing cooking oils, the percentage of linoleic acid (LA), a type of omega-6 fatty acid, is a crucial factor to consider for your overall health. While omega-6 is essential, excessive intake can contribute to inflammation and imbalance in your diet, especially when omega-3 levels are low.

This chart highlights the LA content in common cooking oils, categorized by their average levels:

• High LA Oils (Red Zone): Oils like safflower, grapeseed, sunflower, corn, and soybean are rich in linoleic acid (50-70%), making them less desirable for regular use, especially when consumed in large amounts.

• Moderate LA Oils (Yellow Zone): Olive oil, avocado oil, lard, and palm oil contain around 10% LA, offering a more balanced option without excessive omega-6 levels.

• Low LA Oils (Green Zone): Grass-fed butter, ghee, tallow, and coconut oil have minimal linoleic acid (1-3%), making them excellent choices for reducing omega-6 intake while supporting a healthier fat profile.

Key Takeaway: Opt for oils in the green or yellow zones for better health outcomes. Reserve oils from the red zone for occasional use or avoid them altogether to maintain a balanced omega-6 to omega-3 ratio and support your body's anti-inflammatory pathways.