Commitment to authenticity and growth

Summary

Podcast Summary: Your Next Move

Episode Title: Commitment to Authenticity and Growth
Podcast: Your Next Move (Inc. Magazine in partnership with Capital One Business)
Host: Christine Ligorio Chafkin (Inc. Editor at Large)
Guest: William Goneitz, Founder & CEO, Advanced Trichology
Date: December 2, 2025

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Episode Overview

This episode of Your Next Move features a candid and practical conversation between Christine Ligorio Chafkin and William Goneitz, the founder and CEO of Advanced Trichology, a hair growth solutions company. William shares the company’s winding, decades-long journey, evolving from brick-and-mortar clinics to a thriving e-commerce business anchored in authenticity, individual treatment, and science-backed innovation. The discussion explores perseverance, navigating business pivots, leveraging content and technology, and staying committed to values while scaling.

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Key Discussion Points & Insights

1. Origin Story and Motivation

• Personal Struggle sparks Business: William began studying trichology at age 18 after personal hair loss ("We were an overnight success after 17 years." - [01:07]).
• Imported Solutions: The interventions that helped him were not available in the US, so he brought them over and opened his first clinic.

"Most of the mainstream things didn’t work for me... I had to literally study trichology to figure out how to grow my own hair back."
— William Goneitz [01:07]

2. Business Model Evolution: Clinic to Product

• Physical Clinics and Recession Impact: Started with clinics offering unique, individualized treatments; business thrived until the recession made the high-overhead model unsustainable ([02:47]).
• Money-Back Guarantee: This policy became a liability during the recession as clients discontinued treatment and sought refunds ([02:57]).
• Product Line Growth: The consistently successful product line became the anchor, with a strategic pivot to e-commerce and Amazon around 2017 ([03:22]).

3. Commitment to Individualized Care

• Unique Approach: Treats people as individuals, noting most mainstream treatments target limited causes.
• Technology in Care: Development of an app (set for 2025) will allow users to scan bloodwork, take progress photos, and even use AI-powered scalp microscopes to track results ([03:39], [03:55]).
• Psychological Component: Acknowledges that visible results take months and an app can help maintain client engagement ([04:30]).

4. Scaling the Business Online

• From Early E-commerce to Amazon Success: Shifted from GoDaddy storefronts to Amazon and built the Advanced Trichology brand ([06:38]-[07:30]).
• Hero Products: Transitioned from a DHT blocker for male pattern loss to the “Follicrowth” vitamin, driven in part by post-Covid hair loss trends ([08:19]-[08:36]).
• Natural, Non-Medical Products: All products are natural, not pharmaceuticals or OTC drugs, manufactured in FDA-compliant facilities ([08:51]-[09:08]).

"The core of most people's hair loss is actually nutrition. Especially post Covid...your risk of hair loss increases eight times."
— William Goneitz [08:11]

5. Rapid Scale and Team Structure

• Growth Metrics: Remarkable jump from ~$5k/month to $1.5M/month in Amazon sales, 60,000+ repeat monthly purchases on a top SKU ([09:28]).
• Small, Focused Team: 10 core team members with extensive outsourcing; fulfillment scaled from in-clinic handling to large-scale FBA ([10:14]-[10:38]).

6. Transferable Skills and Keys to Growth

• Crucial Partnerships: Brought on an experienced COO in 2019, freeing William to focus on product, science, and content ([12:05]).
• Finding Smarter People: Emphasizes hiring complementary talent for growth.

"Finding smarter people than you in those areas is key."
— William Goneitz [12:05]

7. Content, Authenticity, and Combating Spam

• Content as Differentiator: Runs a YouTube channel with 1.1 million+ subscribers; delivers science-based, authentic content ([12:52]).
• Flooded Market: Acknowledges widespread misinformation in the hair loss/health niche; faces deep fake impersonations ([14:25]).
• Integrity as Core Value: Won't recommend anything unless he's seen it work himself.

"I don't deviate ever from the integrity of what I've seen or what I've built. I will never suggest anything that I've never actually seen work."
— William Goneitz [14:36]

8. Marketing and Future Vision

• Marketing Channels: Primarily uses Meta (Facebook/Instagram) for advertising, with content snippets driving traffic ([14:58]).
• Sustained Growth Goal: Anticipates new products and app will accelerate annual revenue growth from ~35% to potentially 80–100% ([15:35]).

9. Science Deep-Dive: Nutrition & Hair Loss

• Nutritional Deficiency Emphasis: Stresses the importance of optimal vitamin D, zinc, ferritin, and copper for hair health; most hair loss cases are nutritional ([16:06]-[16:18]).
• Special Cases: Postpartum hair loss tied to rapid hormonal changes and nutrient depletion; individualized recommendations for iron and other supplements ([16:49]-[18:19]).
• Labs Integration: Offers blood testing via Quest Diagnostics to personalize product recommendations ([18:28]-[18:41]).

10. Vision for Exit and What's Next

• Potential Acquisition: Envisions a large brand (e.g., Unilever) acquiring Advanced Trichology in the future ([19:02]).
• Personal Plan: Intends to take a break post-exit before "getting bored" and launching something new ([19:13]).

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Notable Quotes & Memorable Moments

• On Perseverance:
  "I didn't have a choice...I was in this with all my clients. I was dedicated to basically completing the idea. Even now...it is for this should be everywhere. It should change the paradigm of hair loss."
  — William Goneitz [05:45]

• On Authenticity Amidst Spam:
  "People...I think I may come across authentic simply because I have this bizarre wealth of knowledge that you only get with experience. You cannot read a book to go, oh, well, all of that makes sense."
  — William Goneitz [13:58]

• On Scientific Approach:
  "I'm constantly tinkering and constantly doing research. Constantly. A little bit almost experimenting on myself in certain cases..."
  — William Goneitz [12:52]

• On Sustainable Success:
  "We’ve kind of peaked at around 35% annually. But next year with the app...I think we're probably going to hit 80, 90, 100% growth."
  — William Goneitz [15:35]

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Timestamps for Important Segments

• [01:07] – William’s personal hair loss motivates the creation of Advanced Trichology
• [02:47] – Clinic business model falters, triggers pivot to product focus
• [03:55] – Use of AI/app and how tech personalizes care
• [06:38] – Transitioning from physical locations to digital storefronts
• [08:19] – Covid’s impact on hair loss and rise of the Follicrowth vitamin
• [09:28] – Scaling e-commerce: growth metrics and organizational changes
• [12:05] – The importance of key hires and operational focus
• [13:58] – Authenticity as a bulwark against misinformation and spam
• [15:35] – Plans for growth with the app and new products
• [16:06]-[16:18] – Nutritional science as the foundation of hair loss treatment
• [18:28] – Integrating bloodwork and personalized recommendations
• [19:02] – Exit strategy and post-exit aspirations

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Episode Tone and Style

• Honest, accessible, and science-driven
• Focused on actionable insights, personal experience, and practical advice
• Anchored in resilience, adaptability, and maintaining integrity as a business leader

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This summary offers a clear guide to the episode’s core narrative and insights, equipping listeners (and non-listeners) with an understanding of William Goneitz’s journey, the strategic pivots behind Advanced Trichology’s growth, and the enduring value of authenticity and science in entrepreneurial success.

Transcript

[Capital One Advertiser]

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[Podcast Host Sarah Lynch]

I'm Sarah lynch and you are listening to youo Next Move audio edition, produced by Inc. And Capital One Business. For this season, we gathered an array of conversations with entrepreneurs who made last year's Inc. 5000 list. They joined us in our your Next Move Booth at the Inc. 5000 to share lessons learned and anecdotes from building their businesses. In this episode, Inc. Editor at large Christine Ligorio Chafkin spoke to William Goneitz. He is the founder and CEO of hair growth company Advanced Trichology. This is their fifth time on the Inc. 5000 list and they're ranked 3,382. Christine started the conversation by asking William how the company got started and what inspired him.

[William Goneitz]

Yeah, well, we were an overnight success after 17 years. So I started out because of my own hair loss situation actually. So when I was 18, I started losing my hair. I kind of had a slow ramp up to the point where I was about 20, 21 and I was not having this whole hair loss thing. And so literally most of the mainstream things didn't work for me and I had to to literally study trichology to figure out how to grow my own hair back.

[Christine Ligorio Chafkin]

So interesting.

[William Goneitz]

And it wasn't in the US at the time. None of the things that were that I used were in the US at the time. So I brought them here. I had success. So I was like, this is going to be a great business model. And I opened my first clinic when.

[Christine Ligorio Chafkin]

I was was it like Propecia or.

[William Goneitz]

What was the Propecia didn't work for me. Minoxidil didn't work. A lot of the mainstream things because they act on a specific core reason and it's, you know, everybody's an individual and so if you, you know, you're not going to have a DHT problem like a male would have a DHT problem. So obviously that's not going to work for everybody. So long story short, I opened my clinics in 2002 and it went nuts for a while. And then, you know, recession, all the rest of the things I tried to expand within probably 14 years I had developed a product line along the way with like working with so many people and the clinics just wouldn't grow.

[Christine Ligorio Chafkin]

Interesting. Okay, so you started with physical storefront clinics.

[William Goneitz]

So I had a full blown 3,600 square foot medical facility where we had a physician. We had all. We had blazer rooms, we had scalp massages, we had all of these unique tinctures. And it did great. I mean, our results were incredible.

[Christine Ligorio Chafkin]

Yeah.

[William Goneitz]

But the business model was not sustainable through the recession, and so everything had to change.

[Christine Ligorio Chafkin]

People cut their spending. They're cutting that. Yeah.

[William Goneitz]

I have.

[Christine Ligorio Chafkin]

Interesting.

[William Goneitz]

It was a money back guarantee.

[Christine Ligorio Chafkin]

Okay.

[William Goneitz]

And with the money back guarantee and when the recession hit, people were like, they were basically discontinuing their treatments and so on and so forth. Had to reinvent the whole thing anyway. The thing that through all of it kept growing was the product line. People stayed on the products. So I ended up, after expanding and contracting a couple times, I was like, I'm just throwing this stuff up on Amazon and let's see how it goes.

[Capital One Advertiser]

Yeah, sure.

[Christine Ligorio Chafkin]

And was that the 17 years later or was that 17 years ago? Okay.

[William Goneitz]

Wow.

[Christine Ligorio Chafkin]

Wild. Wild. So what was the difference? Like, what had you designed that made you stick to it, that you said, like, this works for people, Just treating.

[William Goneitz]

People like an individual.

[Christine Ligorio Chafkin]

Okay. So you had a different line of different treatments. Yes, yes. Okay.

[William Goneitz]

And now, I mean, we're the only ones doing still what we do. And I have an app that's gonna finally be completed in 2025 where you'll be able to actually scan your own blood work, you'll be able to take your own photos. We're actually developing a portion of this where you can integrate a scalp microscope and kind of look at your own hair.

[Christine Ligorio Chafkin]

Wow.

[William Goneitz]

We're using AI to essentially enhance the entire process and keep people on track. Because the hair that's growing today, basically, if it's going to start falling out, it will take three months to fall out. And if the hair that's basically starting to grow today is going to be visible in three months, then you have to basically work on it now. So you'll see nothing for 90 days. So most people give up. They're like, oh, this isn't working. It didn't start working for, you know, the six weeks that I was on it. So it must not be happening. So it's a psychological aspect, but when you just keep going, maybe like losing weight or something.

[Christine Ligorio Chafkin]

Absolutely.

[William Goneitz]

You're gonna start getting more growth.

[Christine Ligorio Chafkin]

And I could see how an app that is giving people kind of progress reports on their journ could be really helpful to keep them on track. Very cool. If you lose that connection with like an individual coach at an individual location or an individual physician. Right?

[William Goneitz]

Absolutely.

[Christine Ligorio Chafkin]

So you have no Physical locations anymore or do you still have clinics?

[William Goneitz]

So I sold my clinics in 2017. We had a couple franchises. I disbanded those. They just went out on their own. And I have a private practice in Laguna where I see people. But it's very selective and everything else is done online, so. Which is fantastic.

[Christine Ligorio Chafkin]

Wow. Interesting. So for the record, because this is not a visual medium, I'm going to let our listeners know this man has a full head of hair.

[William Goneitz]

Well, thank you. If I didn't have hair, then that would be a bad testimony.

[Christine Ligorio Chafkin]

I mean, but it would be a testimony to the fact that you said, okay, people are all medically diverse. Right. And have different causes and different reasons. Right. And true. But you yourself were treatable and that's.

[Podcast Host Sarah Lynch]

That's cool.

[William Goneitz]

Exactly. Whereas mainstream medicine didn't know what to do with me. They were like, go lose more hair and come back.

[Podcast Host Sarah Lynch]

Yeah.

[Christine Ligorio Chafkin]

So interesting. So what did it take to stick by this idea for those 17 years?

[William Goneitz]

It's funny. The opening talk tomorrow or that five minutes is mine. And it's about perseverance.

[Christine Ligorio Chafkin]

Oh, cool. Great.

[William Goneitz]

So I didn't have a choice, you know, I mean, I kept going. I was in this with all of my clients. I was in this as an entrepreneur and I was dedicated to basically completing the idea. And even now, I mean, I have a vision of exiting for basically a very large multiple. Because it can be that. And it's not because for money purposes at this point, it is for this should be everywhere. It should change the paradigm of hair loss. And that's what we're trying to do. So essentially just grinding it out until something happened.

[Christine Ligorio Chafkin]

Yeah, yeah. And you did that, which is amazing. And it sounds like there were definitely ebbs and flows of the business. So tell me about that decision to just like put the product on Amazon. How did that work? And do you have like one hero product that is your main revenue driver?

[William Goneitz]

So basically, again, I had my multiple clinics. We expanded from a clinical standpoint under our own umbrella to about five locations. Then I started franchising. By again, 2010, like, some of them were failing. I had to close some of them. There wasn't any individual who could do what I do. And so since it was practitioner based, I'm like, this isn't working. So we had a first GoDaddy online store. I don't even think they have online stores, but that was like 2011. And we threw a couple products up on there. People were buying them. We're like, okay, well this is cool. We don't even have to think about this, we're fulfilling them through the clinic. And then Amazon started growing and then some of these other platforms started growing. So eventually I'm like, Evolution Hair Loss Institute Clinic has a product line, but it doesn't have a brand, it doesn't have an identity. So we made it advanced trichology. Since trichology is the science of hair and scalp.

[Christine Ligorio Chafkin]

Does anyone know that?

[William Goneitz]

Very few. I'm a trichologist.

[Christine Ligorio Chafkin]

Sure.

[William Goneitz]

And when people go, what is that? And they think it says you could.

[Christine Ligorio Chafkin]

Make up anything, I mean, I should.

[William Goneitz]

Really be like, I'm a superhero.

[Christine Ligorio Chafkin]

Mess with them.

[William Goneitz]

Absolutely. And then basically again, when trichology, we started showing off our results. And the one hero product was the DHT blocker, which was predominantly for male pattern loss. But the core of most people's hair loss is actually nutrition. And especially post Covid. People have no understanding of what Covid actually did to their bodies. And not that, you know, to go off on a lot of different tangents, but it screws up your microbiome, it screws up your digestion.

[Christine Ligorio Chafkin]

Doesn't necessarily. Even multiple illnesses can do that. Right. I mean, yeah, the.

[William Goneitz]

The amount of research that's coming out now about in certain scenarios, your risk of hair loss increases eight times post Covid.

[Christine Ligorio Chafkin]

Wow.

[William Goneitz]

Like, it just, I mean, it's all this new research. And so that was one of the reasons why in 2019, 2020, we just took off. And so Shape magazine listed one other product for Covid related hair loss, which was the Follicrowth vitamin. And that's our core hero product now. And that just took off.

[Christine Ligorio Chafkin]

Cool.

[William Goneitz]

So we've got about 12 SKUs and we're going to add three more just for different reasons. And. And that's about it. That's all you need.

[Christine Ligorio Chafkin]

Neat. Neat. Is that aside from the vitamin, the other product, is that like a medical product?

[William Goneitz]

None of the products are medical.

[Christine Ligorio Chafkin]

Interesting. They're all natural. That is cool. So do you need FDA certification for that? Do you need.

[William Goneitz]

Everything is manufactured in FDA compliant facilities and obviously we follow all guidelines associated with that. But it's not an OTC and it's not a pharmaceutical.

[Christine Ligorio Chafkin]

It's not a pharmaceutical. So you don't need to employ doctors to prescribe this online. You're not following the kind of like hymns playbook of.

[William Goneitz]

No, just regurgitating Minoxidil.

[Christine Ligorio Chafkin]

Yeah. Okay.

[William Goneitz]

No, that's what everybody else does.

[Christine Ligorio Chafkin]

Right, right, right. Exactly. So interesting. Okay, so what happened after you put the product on Amazon then?

[William Goneitz]

So it's funny. Cause I have pictures of my Amazon seller account, and I'm like, oh, we did $5,000 in a month. You know, now we do, you know, 1.5 million in a month. But it was just a slow progression. People were buying the product, and then they were like, oh, this works. So I'm just gonna keep buying it and keep buying it. And now, you know, you can see some of these that are on Amazon. And I mean, I think one of our products has an average of 60,000 repeat purchases per month or whatever it is.

[Christine Ligorio Chafkin]

Wow. And are these, like, people are subscribing? They're really taking it daily? Yeah. Cool. And that's so fascinating. So then did you have to start thinking of the company differently? Like, you needed fulfillment, you needed a huge pipeline of supply. Like, you needed to make supply chains happen. Right? I mean.

[William Goneitz]

Oh, yeah. I mean, all of those things. I mean, we still have a relatively small team. It's expensive, Expanded remarkably in the last year, but, I mean, our core team is only about 10 people.

[Podcast Host Sarah Lynch]

Wow.

[William Goneitz]

And then everything else is outsourced. But fulfillment was a huge issue. We were fulfilling product in my clinic, and these girls at the front desk, they. They were looking at me like, we have 30 orders. What are we gonna do? Well, now we have, like 1200 orders a day, so at least you don't have to handle that.

[Christine Ligorio Chafkin]

Yeah, yeah, yeah. Oh, my gosh.

[William Goneitz]

But it just amazes.

[Christine Ligorio Chafkin]

That wasn't in their original job description, doing the postage or whatever. Right, right, right. Oh, that's so funny. So interesting.

[William Goneitz]

But FBA, you know, back in 2016, 2017, 2018, we got in relatively early.

[Christine Ligorio Chafkin]

Okay.

[William Goneitz]

And now, I mean, it's, you know, we're up there with the really big guys who've got, you know, bought by Unilever and things like that. It's. It's cool.

[Podcast Host Sarah Lynch]

When we come back, Christine asked William about the transferable skills he found as a founder. But first, a quick break.

[Capital One Advertiser]

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[Christine Ligorio Chafkin]

I imagine that managing a online kind of sales company is different than managing a clinic, but there's probably some skills that carry over, like, what's been changed in terms of your running the company and your management?

[William Goneitz]

Well, luckily, I have a right hand who happened to sort of be a consultant in 2019. He was like, look, I have a lot of skill sets that will benefit you. And he basically came on as my coo, and he's handled much of the growth. And so I could focus on science, I can focus on content, product development. And so a lot of the fulfillment has been automated through his practices. And even some of the growth of just finding new manufacturers and excelling at things that. I mean, he's smarter than I am at these things. So finding the smarter people than you in those areas is key.

[Christine Ligorio Chafkin]

Absolutely. So in terms of the. Doing the continued research, science, and marketing, those things too, like, what's next for you? Like, what are you finding? What are you looking at?

[William Goneitz]

So that's my wheelhouse app.

[Christine Ligorio Chafkin]

Yeah. Cool.

[William Goneitz]

My YouTube channel's got 1.1 million subscribers at this point. The content, I mean, people love it because no one else is sane. And that I'm committing to really escalating in the next six to eight months so that we can deliver the message and then the science. I mean, I'm constantly tinkering and constantly doing research. Constantly. A little bit almost experimenting on myself in certain cases, because I'm like, I think this combination is going to work. And then I'm like, you know, then you slowly roll it out with other test cases, and then it grows, and you have to prove the concept. So some of it takes years to develop, but that's all happening. So I have been working on a new set of products for the last five years, and I'm just about there.

[Christine Ligorio Chafkin]

Yeah.

[William Goneitz]

And so that's.

[Christine Ligorio Chafkin]

That's gonna be coming out next. That's great. I feel like that is such a tricky content kind of delivery area to be in. Right. In health medicine, this kind of stuff is, like, ripe for spam. Ripe for, like, trying to get people to get down your rabbit hole. And, like, you've been in this for two decades. Like, you know what you're doing. How do you make yourself stand out from, like, the junk out there?

[William Goneitz]

That's also a great question, people. I think I may come across authentic simply because I have this bizarre wealth of knowledge that you only get with experience. You. You cannot read a book to go, oh, well, all of that makes sense. And it was two decades of experience going well, no, that's not actually how it works. These are the things that actually make that work. And, you know, from a content, from a spam perspective, I've been deep faked multiple times already.

[Christine Ligorio Chafkin]

Oh, God. People take my likeness and then they're.

[William Goneitz]

Selling other products, which I'm kind of flattered, I guess.

[Christine Ligorio Chafkin]

Right.

[William Goneitz]

But, you know, I'm not actually pushing those other products.

[Christine Ligorio Chafkin]

Right, right.

[William Goneitz]

But, yeah, it's just going to commitment to authenticity and growth based on my own personal experience with clients. And I. I don't deviate ever from the integrity of what I've seen or what I've built. I will never suggest anything that I've never actually seen work.

[Capital One Advertiser]

Mm.

[Christine Ligorio Chafkin]

Great. And so is YouTube your primary marketing channel or what's your best online marketing channel?

[William Goneitz]

Marketing wise, it's probably meta, and it's basically snippets of me doing podcasts or snippets of my videos. And then we find something that goes viral and then we just basically repeat it and do it over and over and over again and drive them to the website.

[Christine Ligorio Chafkin]

Yeah, absolutely. So what's your plan for the future now that you've found this growth? You've found the thing that works, like, you're gonna launch new products. Maybe you've been doing some more research, but, like, how do you keep that growth up? Are you going to try to?

[William Goneitz]

Well, I have a lot of wall space for more inc 5,000 plaques. All right, so that's something we want to keep growing.

[Christine Ligorio Chafkin]

At this rate, it is hard to sustain that fast growth. Right? Year after year.

[William Goneitz]

It is, yeah. So we've kind of peaked at around 35% annually. But next year with the app and so much of these innovations that we have coming out, quite frankly, I think we're probably going to hit 80, 90, 100% growth. So that should keep us on the list for the next couple of years.

[Christine Ligorio Chafkin]

Great. Wait, can you see on site what kind of hair loss they have?

[William Goneitz]

And whether I walk through, like, Target and stores and go, that person has low ferritin or that person has low vitamin D. Interesting. And most of it's nutritional.

[Capital One Advertiser]

Wow.

[Christine Ligorio Chafkin]

This is stuff that their regular MD should be handling. Right. But everyone should be on vitamin D. Most people.

[William Goneitz]

But you have a sweet spot. So, I mean, you want to be between 60 and 80 nanograms per milliliter in your blood. You want your zinc to be around 90 to 100. You want your ferritin to be at least.

[Christine Ligorio Chafkin]

Is that iron or something different?

[William Goneitz]

It's your iron storage protein. Most people Think about iron. But it's not iron, it's ferritin. And I'm really looking at copper now because I think that, I mean, I even tested my copper recently and I'm like, oh, that's a little bit lower than it should be. So when you biohack, it should be optimal. Okay. And literally if everyone did that, there would be at least 60% less hair loss, so.

[Christine Ligorio Chafkin]

Interesting.

[William Goneitz]

I mean, no pharmaceutical can actually do that. So until the pharmaceutical works.

[Christine Ligorio Chafkin]

What about like the hair loss four months after you have a baby?

[William Goneitz]

Postpartum?

[Christine Ligorio Chafkin]

Yeah.

[William Goneitz]

That is due to nutritional levels, depending on whether they breastfed. And then usually, I mean, your estrogen level peaks to between 25 and 50 times higher than usual. So then as soon as you postpartum, I mean, you give birth and then that drops within a month. So that hormone can create a stress shed. Or if you are susceptible to female pattern loss, then it will actually cause more loss. Like in the temple region.

[Christine Ligorio Chafkin]

This is. I've never had good hair here.

[Capital One Advertiser]

Like never.

[Christine Ligorio Chafkin]

It's like these Irish baby hairs.

[William Goneitz]

Well, that.

[Christine Ligorio Chafkin]

But like, this was what, like four months after giving birth? Three times four months after. It just like was really bad.

[William Goneitz]

Did you breastfeed?

[Podcast Host Sarah Lynch]

Yeah.

[William Goneitz]

Okay. And then did you ever go back on like prenatal?

[Christine Ligorio Chafkin]

No, I mean, like. And I was taking a lot of iron while I was pregnant as well.

[William Goneitz]

And was your hair great while you were pregnant?

[Christine Ligorio Chafkin]

It's fine. Yeah.

[William Goneitz]

Okay. Yeah. So I'm gonna assume. How much red meat do you eat?

[Christine Ligorio Chafkin]

Not that much.

[William Goneitz]

Okay.

[Christine Ligorio Chafkin]

Are you probably need a little more iron.

[William Goneitz]

Well, and it's not even. It's cumulative. So even if you had iron for. Let's just say you were taking normal amount of iron, like 35 milligrams of iron for the next.

[Christine Ligorio Chafkin]

Just taking like a lot like the liquid shots.

[William Goneitz]

Okay. Like the Farro shell, what is it called?

[Christine Ligorio Chafkin]

Floradix or something like that?

[William Goneitz]

Oh, yes.

[Christine Ligorio Chafkin]

It's got like mountain herbs in it too.

[William Goneitz]

I know, Whatever.

[Christine Ligorio Chafkin]

It just tastes a little better.

[William Goneitz]

So preferably heme iron would be better. So that's typically derived sort of like an animal based iron. But if that's not an option, you'll need like 100 milligrams a day. And you want to track your blood levels and that's what we do.

[Christine Ligorio Chafkin]

Yeah. Cool.

[William Goneitz]

And that's because we do all the blood work and that's where you're literally going to be able to scan your blood test and it's going to be able to tell you exactly what you need, which is super, super cool.

[Christine Ligorio Chafkin]

Do you sell kits to test your blood too, or.

[Podcast Host Sarah Lynch]

No.

[William Goneitz]

We have a contract with Quest, and so you can order it on our website. It goes to Quest, Quest draws the blood, sends it back to us, and then we use the panel to make recommendations.

[Christine Ligorio Chafkin]

Oh, cool.

[William Goneitz]

But, I mean, it's. It's pretty wild.

[Christine Ligorio Chafkin]

Yeah. That's really cool.

[William Goneitz]

So simple. I mean, I always thought when I would talk about this that I'd basically work myself out of a job because people are going to just pick up on it. They don't.

[Christine Ligorio Chafkin]

Well, it is fairly complicated, right, to, like, track on your own and, like.

[William Goneitz]

Well, that's why we're making it easy.

[Christine Ligorio Chafkin]

And so what's your next move after that? What are you thinking for exit strategy?

[William Goneitz]

I'm assuming that one of these larger brands is going to go, wow, this is a really good idea, and they're going to want to, you know, take it over. So I'll just throw a number out there and let's see where it goes.

[Christine Ligorio Chafkin]

Yeah, yeah, yeah.

[William Goneitz]

And then after that, I mean, I think I'll just do nothing for a year until I'm really bored and then.

[Christine Ligorio Chafkin]

Figure out something new, you know? I hate to break it to you, but I hear from many people it's shorter than a year. It's like the next morning they wake up and they're like, well, what am I. What am I going to do next?

[William Goneitz]

I know, I know.

[Christine Ligorio Chafkin]

But it sounds like it's been a fascinating journey and congratulations.

[William Goneitz]

Well, thank you very much.

[Podcast Host Sarah Lynch]

That's all for this episode of youf Next Move. Our producers are Blake Odom and Avery Miles. Editing and sound design by Nick Torres. Executive producer is Josh Christensen. If you haven't already subscribe to youo Next Move on Apple Podcasts, Spotify, or wherever you listen, your Next Move is a production of Inc And Capital One Business.