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1. Be the Differentiator: While optimal for performance in the gym, most leading energy supplements contain synthetic stimulants and chemicals. Zachary’s passion for health and fitness led him to develop a different type of energy supplement at TRUWILD, fueled by natural caffeine sources and ingredients.
2. Every Customer Comes First: By treating each customer with personal care and attention, Zachary believes an E-Commerce band can turn individual positive experiences into widespread trust and loyalty, which leads to business growth and sustainability.
3. Leverage Multi-Channel Marketing: In a competitive supplement market, TRUWILD leverages a multi-channel, flywheel marketing strategy. Zachary believes this approach is effective because it engages audiences across Facebook, TikTok, and Instagram while encouraging word-of-mouth, which maintains momentum and drives growth.
4. Follow a Take-Action Approach to Entrepreneurship: Zachary maintains that success in E-Commerce requires a take-action approach and embracing the unpredictability of entrepreneurship. Early challenges are normal, and growth depends on continuously iterating, pivoting, and adapting to customer needs.
5. Hire Based on a Growth Mindset: Zachary values adaptability and a collaborative attitude over technical expertise. A willingness to learn, adjust, and work well with others is more important than being the most knowledgeable person.
Looking to fuel his active outdoor lifestyle, Zachary Curhan realized that most leading supplements were built for the gym, not for scaling mountain peaks or catching the next wave. Driven by a passion for health and adventure, he co-founded TRUWILD to offer sustainable energy sourced from natural caffeine and nutrient-rich ingredients. Today, Zachary and TRUWILD are redefining the E-Commerce supplement space with effective, performance-driven products crafted for outdoor athletes and fitness enthusiasts alike.
Meet Zachary Curhan, Co-Founder of TRUWILD!
TRUWILD stands for no hype, no artificial junk, no pseudoscience: just healthy natural products that work. TRUWILD is focused on creating products backed by science and rooted in health because at the end of the day our goal is to help outdoor athletes/ enthusiasts maximize their passion to fuel their adventure wherever that might be.
A lifelong fitness enthusiast, Zachary Curhan looked forward to meeting up with friends to hike, mountain bike, and surf. “We love the gym, but we also liked going outside the gym,” he says, noting that the supplement industry at the time lacked options to sustain their outdoor activities. They decided to create their own solution and in 2016, Zachary co-founded TRUWILD. “Our first product was Motion, an outdoor active fuel that delivers clean, everyday energy without the crash. We put it on Amazon and sold out in nine months,” he recalls.
For the past four years, Zachary has been working full-time to build the brand and expand its product line. No longer focused solely on outdoor activity, TRUWILD now supports an everyday active lifestyle, offering clean, effective, and affordable products relating to energy, gut health, immune support, and superfoods.
The TRUWILD Difference
Most leading pre-workout supplements rely on high doses of synthetic caffeine – effective in the gym but almost guaranteed to cause an energy crash. Many of these products are designed for bodybuilders and use stimulant levels that may place unnecessary stress on the adrenal system. Zachary explains what sets TRUWILD apart: “We use three natural sources of energy – yerba mate, green tea, and coffee bean. We also use functional mushrooms to support mental clarity, focus, and VO₂ max.” Additional performance benefits come from real fruit juice powder and coconut water. “Think of it as an all-in-one, sustainable pre-workout. You’re getting 280 milligrams of caffeine – you’ll feel it, but you won’t crash afterward.”
As a growing E-Commerce brand that began with just Zachary and his business partner, TRUWILD operates entirely through a flexible, outsourced model, relying on 1099 contractors with specialized expertise. Members support email, Amazon, wholesale, and TikTok, Facebook. “We employ people all over the world. They do a great job, and the structure allows them freedom as well,” Zachary adds.
How Mult-Channel, Flywheel Marketing Boosts Growth
The supplement market is highly competitive, and as the E-Commerce landscape continues to evolve, TRUWILD has embraced a flywheel marketing approach to keep momentum strong. “You have to hit your Facebook, TikTok, and Instagram, all while getting people to talk about your product,” says Zachary, emphasizing the importance of consistent, multi-channel engagement.
Zachary describes January 1st as the brand’s Super Bowl. “It’s when everyone has set their goals, going to the gym, eating healthier, and choosing the right supplements,” he explains, noting that TRUWILD leverages the “New Year, New You” mindset. The brand also sees a sales spike on Black Friday and from May through September, when warmer weather boosts outdoor activity and overall consumer motivation.
Planning and organization become especially critical during peak periods, he stresses. “We focus on discounts, email and homepage headers, and ads to ensure we’re firing on all cylinders during these periods.”
CX Philosophy: Make People Happy
TRUWILD is a customer-focused brand where communication comes first. Zachery explains that the team relies on Gorgias to stay connected with customers, offering clear information about products, orders, and shipping. “Making people happy and satisfied is number one,” he says, noting that many people try supplements based on someone else’s recommendation. “If you can please one person, you can please a thousand. The goal is to treat every customer as you would your mom or dad – and that mindset goes tenfold.”
Looking Ahead: TRUWILD in 2026 and Beyond
One of Zachary’s primary goals for 2026 is strengthening the company’s supply chain, noting that stockouts have been a recurring challenge. A full rebrand, including a new website, is also in the pipeline. “We’re excited to innovate, add new products, and possibly reformulate some of our existing ones to make them more affordable,” he finishes.
“Supply and demand is the biggest challenge in CPG (consumer packaged goods),” Zachary says, and goes on to share that he is focused on maintaining a sustainable balance between investing in inventory and meeting projected sales.
Zachary’s Advice to Aspiring E-Commerce Entrepreneurs
Zachary encourages anyone looking to break into E-Commerce to “just do it. Stop waiting for the perfect time.” He emphasizes that the entrepreneurial journey is full of unexpected turns. “The business isn’t going to be at its best in the beginning. You always have to iterate, pivot, and be on your toes because you don’t always know what the customer wants. So be ready to adapt on the fly.”
What excites Zachary most about E-Commerce? To be able to touch thousands, even millions of people’s lives just by having one product that they can buy online. They had to go into stores 30, 40, 50 years ago. E-Commerce has created the opportunity to ultimately change people’s lives with that product.
Key hiring trait? Attitude over skillset. I don’t need the smartest person in the room who knows everything. I’m looking for someone who is malleable, who is willing to adapt, change, and be a team player. I also look for people who are competitive, love winning, and hate losing, but also understand that losing is part of the mess of it all.
Can’t-live-without-tool? ChatGPT. I use it for drafting emails, building financial models, and helping to organize thoughts on paper – you can come up with a great idea, but it helps to break it down in a systemic way.
AI or no AI? AI is a great tool to use, but it can’t be your sole resource. It can give you great ideas, but you have to figure out how to execute them on your own.
Recent book or podcast? I have been listening to The Daily Stoic with Ryan Holiday. It helps get my day going and I like the idea of Stoicism and Marcus Aurelius – his intention about not only life but having a stone mentality regarding emotions. You can’t control what comes your way. The only thing you can control are your emotions and how you react. As an entrepreneur, Stoicism is a very powerful philosophy. You have highs and lows every single day with people coming at you from all directions. But if you keep your composure and have an emotional shield, it’s going to be a lot easier to get through those tough moments.
#1 challenge as an E-Commerce entrepreneur? Making a dent in the universe by being a spot of blue in a sea of red – being a change-maker when there’s so much noise in the world is a huge challenge. Everyone is trying to do something. But how do you communicate your message and vision? How do you make your voice heard by millions without it getting lost or twisted in some way?
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