DTC POD: How The Best Brands Are Built

Scott Dancy is the founder and CEO of Azuna, a fast-growing brand in the natural air freshener space. With a background in staffing, technology, and several entrepreneurial ventures, Scott started Azuna in Buffalo in 2019, scaling the business from hand-packaging orders to becoming the world’s largest purchaser of tea tree oil and achieving significant success in both DTC and Amazon channels.

In this episode of DTC Pod, Scott shares his journey of launching Azuna, from navigating supply chain challenges and product R&D to unlocking consistent growth and managing cash flow as order volumes soared. He covers the pivotal product decisions, strategies for boosting AOV, lessons from high-profile partnerships, and Azuna’s approach to retail expansion. Scott also offers practical advice for founders on knowing their numbers, avoiding expensive mistakes, and building a team that’s invested in the brand’s success.

Episode brought to you by Stord - 3PL for Commerce

Episode brought to you by EMF Radar - Health Starts with EMF Safety in mind

Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.

On this episode of DTC Pod, we cover:

1. Scott Dancy’s entrepreneurial background and Azuna’s origin story

2. Early-stage bootstrapping: packaging, fulfillment, and ad writing

3. Scaling operations: manufacturing, 3PLs, and hiring expert talent

4. Product and packaging strategy: sustainable materials, bundling, and raising AOV

5. Building a brand moat with proprietary tea tree oil sourcing

6. Subscription economics and customer retention strategies

7. Navigating cash flow, funding growth, and working with MCAs

8. Knowing key metrics: revenue, gross profit, AOV, and cash allocation

9. D2C vs Amazon vs retail channel strategy

10. In-house vs agency operations and pitfalls

11. Brand marketing and influencer partnerships

12. Lessons learned from sports and celebrity partnerships

13. Timing retail entry and optimizing product mix for channels

14. Importance of customer service and product quality

15. Entrepreneurial learnings: failures, details, and staying data-driven

Timestamps

00:00 Scott Dancy’s background and founding Azuna

03:05 The “aha moment”—tea tree oil product discovery

04:10 Early days of hand-packaging, first sales, COVID impact

05:36 Scaling up: building the team, manufacturing, growth in Buffalo

07:14 Transition to 3PL and challenges of scaling past $10M

08:10 Product development, bundling, and packaging strategy

10:05 Target audience and tea tree oil sourcing

13:41 Growth channels: Meta, Google, and influencer seeding

15:53 Subscription model economics and retention

19:03 Funding growth: inventory buys, cash flow, using Clearco

22:24 Data-driven decisions and knowing your numbers

26:25 Channel mix: Amazon, DTC, retail launch, pricing strategy

32:00 Learning from agency mistakes and shiny object syndrome

35:06 Retail timing, product mix, and learnings from entering stores

42:02 Brand partnerships: AKC, NFL, influencer marketing

46:44 Final lessons and what Scott would have done differently

47:50 Where to find Azuna and connect with Scott

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

-----

Have any questions about the show or topics you'd like us to explore further?

Shoot us a DM; we'd love to hear from you.

Want the weekly TL;DR of tips delivered to your mailbox?

Check out our newsletter here.

Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content

Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok

Scott Dancy - CEO & Founder of Azuna
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Graham Rigby is the President and CEO of the American Herbal Products Association (AHPA), the leading trade association for the herbal products industry. With 20 years of experience across startups and industry leadership—including serving as Chief Innovation Officer at Care/of—Graham has helped shape how modern supplement brands navigate regulation, formulation, and go-to-market strategy.
In this episode of DTC Pod, Graham shares what it actually takes to launch and scale a supplement brand without getting burned by regulators. He breaks down exactly where the line is between claims that sell and claims that get you in trouble, why so many founders get blindsided by FDA and FTC enforcement, and how to work with contract manufacturers when you're just starting out. Graham also gets into the real opportunity in supplements right now—why clinical trials cost 90% less than they did two decades ago, how AI is changing the formulation game, and why a $70 billion market growing at 6.5% still has plenty of room for new entrants. Plus, his take on the brands that are doing it right, from AG1 to Ritual, and what founders can learn from their playbooks.
Episode brought to you by Stord - 3PL for Commerce
Episode brought to you by EMF Radar - Health Starts with EMF Safety in mind
Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.
On this episode of DTC Pod, we cover:
1. The evolution and growth of the herbal supplement industry
2. Key regulatory milestones: DSHEA, GMPs, and FDA compliance for supplements
3. What founders must do to stay compliant when launching a supplement brand
4. The distinction between pharmaceuticals, dietary supplements, and nutraceuticals
5. Marketing, claims, and the importance of substantiation
6. Emerging opportunities with clinical trials and claim innovation
7. DTC, Amazon, TikTok, and brick-and-mortar distribution channels for wellness brands
8. The practicalities and risks of supplement retail (and when to scale beyond DTC)
9. Practitioner and non-traditional channels for supplement sales
10. How Ingredient AI, Infinite Garden, and other platforms are applying AI to supplements
11. Content creators, credentialed doctors, and the new face of trusted health advice
12. The role of diagnostics, wearables, and personalization in driving supplement trends
13. Growth outlook: Why the supplement market is just getting started
Timestamps
00:00 Intro to DTC POD and Graham Rigby
02:25 20 years of supplements: Startup vs. regulatory side
03:00 The exponential growth of the herbal products market
04:44 Regulatory basics: DSHEA, FDA oversight, and GMPs explained
07:14 How AHPA helps brands navigate compliance and education
08:03 Launching a supplement brand: Key compliance steps and best practices
10:00 FDA’s post-market regulatory process and founder responsibilities
13:04 Supplements vs. pharmaceuticals: Safety, claims, and approvals
17:32 Telling stories and using clinical research for marketing claims
20:00 What marketers can and cannot say: Health vs. disease claims
22:04 Substantiating claims and the importance of compliance for growth
24:31 Label vs. online claims: How rules apply to different channels
27:02 DTC vs. Amazon, TikTok, and expanding to retail and practitioner channels
30:19 The risks and rewards of brick-and-mortar expansion
35:14 AI and technology’s role in supplement industry efficiency and safety
40:47 The rise of content creators and doctors shaping supplement education
46:34 Diagnostics, wearables, and the future of personalized wellness
51:13 Supplement industry outlook and advice for emerging brands
52:25 How to connect with Graham and AHPA, and upcoming founder programs
Show notes powered by Castmagic
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  
Additional episodes you might like:
• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth
• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content
• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views
• #219 JT Barnett: The TikTok Masterclass For Brands
• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook
• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands
-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.
Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content
Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok
Graham Rigby - President & CEO of American Herbal Products Association (AHPA)
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Natalia Chappell is the founder of Natalia Chappell & Co, a UK-based consultancy helping luxury and lifestyle brands scale sustainably. Previously, she led marketing for THG's luxury division, working with brands like Coach and Ralph Lauren across price points from hundreds to thousands of pounds.
In this episode of DTC Pod, Natalia breaks down what it really takes for US brands to win in the UK—and why so many get it wrong. She shares the full-funnel mistakes she sees premium brands make over and over, why some household US names thrived in Britain while others quietly retreated, and what's actually driving results on Meta right now. She also gets into how to connect with younger consumers who think differently about spending, and why the old playbook of polished content isn't cutting it anymore. Plus, her journey from corporate marketing leader to female founder, and what she wishes more people understood about building a business as a woman.
Episode brought to you by Stord
Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.
On this episode of DTC Pod, we cover:
1. Lessons from high-growth UK e-commerce brands 
2. Creating sustainable, holistic marketing strategies
3. Using data and analytics to drive channel mix decisions
4. Optimizing for paid and organic synergy
5. Landing page and website audit best practices
6. UGC, influencer, and creator partnership frameworks
7. Onboarding and managing creators for conversion and brand fit
8. Navigating UK logistics, customs, and local expectations
9. How to adapt brand voice and content for UK consumer
10. UK cultural moments and how to plan campaigns around them
11. Success stories (Drunk Elephant, Ralph Lauren, Coach) and why some US brands flop
12. Digital-first approaches to brand building
13. Upcoming trends—partnership ads, authentic content, and Gen Z consumers
14. Supporting and growing as a female founder in e-commerce
Timestamps
00:00 Introduction to DTC POD and episode with Natalia Chappell
01:18 Natalia’s background: fashion, digital marketing, luxury brand experience
03:26 Lessons learned building luxury and beauty e-commerce teams
05:16 Becoming a female founder and launching Natalia Chappell & Co
07:22 The type and scale of brands Natalia’s agency works with
09:07 Optimizing paid-to-organic mix for sustainable growth
12:12 Data, analytics, and the importance of first-party data integrity
13:33 Why understanding inventory and offer depth matters before scaling ads
16:26 Building a marketing flywheel that feeds itself
18:50 Audience segmentation, CRM, and conversion optimization
20:08 Attribution modeling and keeping data integrations clean
22:29 Organic growth: auditing website, SEO, landing pages, and reviews
24:03 Content strategy: authentic UGC, influencers, and the UK market
26:58 Equipping creators for conversion, not just reach
29:25 Structuring affiliate and creator programs, commissioning vs. flat fees
33:01 Logistics: Warehousing, customs, and UK delivery expectations
36:54 Adapting voice, copy, and calendar to resonate in the UK
38:34 Brand case studies: Drunk Elephant, Coach, Ralph Lauren
41:09 Why some US brands struggle in the UK (Forever 21, etc.)
44:21 Trends to watch: partnership ads, content authenticity, Gen Z targeting
47:25 Where to find and connect with Natalia Chappell
Show notes powered by Castmagic
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  
Additional episodes you might like:
• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth
• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content
• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views
• #219 JT Barnett: The TikTok Masterclass For Brands
• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook
• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands
-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.
Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content
Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok
Natalia Chappell - Founder of Natalia Chappell & Co.
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Martin Forde is the co-founder and partner at Highline Brands, a retail brokerage built for modern CPG and emerging brands. As the first sales hire at Dr. Squatch, he helped lead the brand's Walmart launch—which did over $50M in year one and set the foundation for a $1.5B exit to Unilever.
In this episode of DTC Pod, Martin shares the full playbook for making the leap from DTC to retail. He breaks down how to evaluate which channels make sense, what buyers actually care about (hint: it's not your brand), how to pitch them, and how to choose the right brokerage partner. He also gets into the operational side: how deals are structured, why retail timelines take longer than most founders expect, and what actually drives velocity on shelf.
Episode brought to you by Stord
Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.
On this episode of DTC Pod, we cover:
1. When to consider retail (and when you're not ready)
2. Independent retail vs. major retailers: where to start
3. The old DTC-first playbook vs. the new hybrid approach
4. Understanding your consumer and choosing the right retailer
5. What buyers actually care about (hint: category growth, not your brand)
6. Three ways to reach buyers: cold outreach, inbound, or through a broker
7. Why and when to say no to a retailer
8. How brokers work: deal structures, retainers vs. commission, red flags
9. The 9-12 month timeline from first conversation to shelf
10. Merchandising and digital tactics that drive velocity on shelf
Timestamps
00:00 Martin Forde’s background and experience in CPG
03:14 Launching and scaling brands into retail
04:20 Key lessons from Dr. Squatch retail rollout
07:30 Dr. Squatch’s early days and pent-up retail demand
09:39 Defining “why retail” and evaluating retail opportunities
10:38 Understanding independent retail channels and platforms
15:14 Retail supply chain basics: MOQs, case packs, and 3PLs
17:46 Testing and iterating supply chain through small-scale channels
18:56 Leveraging online marketplaces (Faire, Thrive, Bubble)
23:33 Deciding when to break into retail; timing and strategy
24:44 Comparing DTC-first and direct-to-retail playbooks
29:28 Raising capital, prepping for retail, and first retail sale process
30:57 How to approach retail buyers and pitch
34:03 Different ways to reach retail buyers: direct outreach, inbound, brokerages
39:51 Working with brokers: models, deal structures, and choosing a partner
50:29 Preparing retail pitch materials and buyer presentations
51:39 Identifying category white space and incremental value
54:53 Merchandising and digital tactics for retail success
57:06 Where to connect with Martin Forde and closing thoughts
Show notes powered by Castmagic
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  
Additional episodes you might like:
• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth
• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content
• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views
• #219 JT Barnett: The TikTok Masterclass For Brands
• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook
• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands
-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.
Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content
Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok
Martin Forde - Co-Founder of Highline Brands
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic

Oisin O'Connor is the CEO and co-founder of Recharge, the leading subscription management platform powering 75% of all Shopify subscriptions. Under his leadership, Recharge has become a critical infrastructure partner for over 30,000 brands, reaching 100 million subscribers and $100 million ARR.
In this episode of DTC Pod, Oisin pulls back the curtain on what it really takes to win with subscriptions in today’s DTC landscape. He shares insider strategies for subscriber growth, optimizing retention, and leveraging Recharge’s newest AI-powered tools to minimize churn. Oisin also shares specific benchmarks every brand should measure, real-world examples of subscription funnels that convert, and actionable experiments operators can run to unlock long-term profitability and scale.
Episode brought to you by Stord
Interact with other DTC experts and access our monthly fireside chats with industry leaders on DTC Pod Slack.
On this episode of DTC Pod, we cover:
1. Evolution of subscriptions in physical product e-commerce
2. How to spot and create product-market fit 
3. Differentiators that set Recharge apart from early competitors
4. The compounding power of subscriptions for long-term growth
5. Unit economics, LTV vs CAC, and why retention is king
6. What best-in-class subscription brands do differently
7. Optimizing conversion funnels for subscriber growth
8. Subscription benchmarks: churn rates, retention, and second order metrics
9. Reducing churn with data, cancellation flows, loyalty, and rewards
10. Automations and integrating Recharge with supply chain and 3PL operations
11. Leveraging AI Concierge for customer retention and support
12. Evolving customer experience and the need for seamless subscription management
13. How Recharge guides merchants with data, support, and innovation
14. Experiments and mistakes founders make launching subscription brands
Timestamps
00:00 Oisin’s background, founding story, and early agency experiments
04:06 The rise of Shopify and the breakthrough with Recharge
05:19 The subscription model: initial skepticism and quirky early adopters
06:47 Technical challenges in enabling subscriptions on Shopify
09:00 First major subscription brand success story
10:15 Compounding growth through subscriptions
11:36 Legacy brands and decades-long customer retention
13:06 Building DTC businesses with sustainable unit economics
14:37 Lessons from TV advertising history and the narrowing of scalable models
16:29 Key traits of successful subscription businesses
17:09 Product, recurring need, and conversion strategy
18:27 Understanding subscriber value and optimizing acquisition
19:26 Retention: keeping customers post-acquisition  
19:52 High-performing brands and funnel design
20:05 Subscription by default, offers, upsells, and cross-sells
21:39 Conversion tactics from PDP to post-checkout
22:38 Benchmarks for healthy churn and retention
23:06 How top brands reduce churn and track performance
24:58 Recharge tools: analytics, cancellation flows, Klaviyo integration
26:41 Rewards and automations to boost retention
27:33 Automate flows for backend fulfillment and logistics
28:20 Launching AI SMS concierge for subscriber experience
29:40 Reducing customer service friction and delighting shoppers
32:15 Customer experience as a core differentiator
34:04 The competitive subscription landscape: Recharge’s position
35:41 Product innovation, support, and actionable guidance
37:16 Data-driven product innovation and merchant success
38:04 The future of subscription, retention, and platform innovation
40:38 Biggest mistakes founders make with subscriptions
41:58 Experiments founders should run with Recharge
42:58 Where to connect with Oisin for advice and mentorship
Show notes powered by Castmagic
Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  
Additional episodes you might like:
• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth
• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content
• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views
• #219 JT Barnett: The TikTok Masterclass For Brands
• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook
• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands
-----
Have any questions about the show or topics you'd like us to explore further?
Shoot us a DM; we'd love to hear from you.
Want the weekly TL;DR of tips delivered to your mailbox?
Check out our newsletter here.
Projects the DTC Pod team is working on:
DTCetc - all our favorite brands on the internet
Olivea - the extra virgin olive oil & hydroxytyrosol supplement
Castmagic - AI Workspace for Content
Follow us for content, clips, giveaways, & updates!
DTCPod Instagram
DTCPod Twitter
DTCPod TikTok
Oisin O'Connor - Co-Founder and CEO of Recharge
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic