Former Dogpound CEO Launches $5M Fund for Wellness Founders

A former gym executive who watched talented founders struggle to get funding just launched a $5 million venture fund to change that story.

Jenny Liu spent a decade at Dogpound, the exclusive gym where celebrities and entrepreneurs mingled between workouts. As CEO, she noticed something: brilliant wellness founders were testing products and building communities, but many couldn't access the funding networks they needed to grow.

So she created Crush It Ventures to bridge that gap. The fund focuses on wellness companies across mental health, fitness, beauty, and hospitality, with special attention to women and minority founders who face the steepest barriers.

The timing makes sense. Americans now spend over $500 billion yearly on wellness, according to McKinsey research. Gen Z leads the charge, accounting for 41% of wellness spending despite making up just 36% of the adult population.

Liu believes the boom reflects a bigger shift in how people think about health. "As we automate more with technology in our daily lives, we're valuing experiences and products that foster real connection and long-term well-being," she says.

She started fundraising in 2024 during a tough period for new fund managers, especially women solo GPs. Most venture capital still flows to established firms, but Liu leaned into her unique advantage: a decade of relationships built at Dogpound working with founders and celebrities worldwide.

The Ripple Effect

Crush It Ventures plans to write checks between $100,000 and $250,000 to 20 to 25 companies total. The fund has already backed 18 startups, including wearable tech company Elemind and beverage brand Caliwater.

Liu aims to deploy the remaining capital within 12 to 18 months. But the mission goes beyond money. She wants to help founders build authentic brands and communities, not just scale revenue.

Her banking background and CFO experience give her financial credibility, but her real edge comes from understanding what she calls "brand building": creating spaces for shared experiences, joy, and genuine connection.

The fund targets a gap that impacts entire communities. When underrepresented founders get funding, they create jobs, serve overlooked markets, and prove that purpose-driven companies can thrive at scale.

Liu's message is clear: wellness isn't just a trend, and diverse founders aren't just a nice-to-have. They're building the future of how we care for ourselves and each other.