Jenny Liu Launches $5M Crush It Ventures Fund to Back Wellness Startups

Jenny Liu, former CEO of celebrity fitness brand Dogpound, launched Crush It Ventures, a $5 million early-stage fund focused on wellness companies, closing Fund I on January 23, 2026. The fund targets startups in mental health, fitness, beauty, and hospitality, aiming to support underrepresented founders, particularly women and minorities, who face barriers accessing capital. Liu, who previously served as CFO and CEO at Dogpound for two years, leveraged her network to raise the fund amid a cautious market environment. Crush It Ventures plans to invest $100,000 to $250,000 in 20 to 25 companies, with 18 already backed, including Elemind and Caliwater. The firm expects to deploy all capital within 12 to 18 months. According to a McKinsey report, U.S. wellness spending exceeds $500 billion annually, with Gen Z accounting for over 41% despite making up 36% of adults. Liu emphasized that modern wellness reflects a shift toward purpose-driven brands and community-building, aligning with growing demand for holistic well-being solutions.