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A near-tragedy and some retrospective motivated Lindsey Duncan to step out of early retirement and get back in the game of formulating nutritional supplements. Since the launch of its first product two years ago, All-In Nutritionals has grown substantially and is moving forward with an expansion to bolster product manufacturing and research and development into new products.
The Dayton Business Journal recently spoke with Duncan, CEO of Springfield-based All-In Nutritionals, on how his business got started and how it has grown.
Tell me a little bit more about your business. What inspired you to start it, and how did you get started?
What stimulated me to start it was kind of a horrible story. Back in Feb. 12 of 2020, my wife and I were living in Yellow Springs, and we were ambushed outside of our house. It was a really horrible, violent and tragic situation. Both of us have spent the last several years just trying to heal from that. I did some healing work and I realized that I needed to do something positive with my life.
I was determined to go back to what I was trained to do, which is help people to heal physically. My background is as a doctor of naturopathy and a certified nutritionist. I understand plants and herbs and natural medicine quite well because I've been in that industry for 38 years. I decided and was very determined to go back to what I used to do, except keep it non-corporate. The reason why I retired previously from my other nutritional supplement businesses that I grew is because they became too big, they became very corporate. It became about numbers, and not people. I didn't feel like that's why I started the businesses. When I came out of retirement after this tragedy, I promised myself that was not going to let All-In Nutritionals get too big.
All-In Nutritionals has seen unprecedented growth that is spurring expansion. Where is this growth coming from?
I think what caused it is a couple of things. We purchased Agape Herbals from a student of mine named Weston Horne. He called me and wanted to join forces with All-In when he saw that I came out of retirement. They only had seven products, but they're beautiful products. They're amazing products. He came on in Q4 of 2023 and started working in R&D. With his help, we're able to formulate a lot more products in launch.
I would say it's a combination of our strategy working the momentum, the new products, and we also landed our first large private label customer. That was our first quarter with that company of us making we make 100% of their products. I don't know if there's another manufacturer in the country that could do these. That was part of our revenue as well.
How has your own product research and development helped to contribute to the success of your company?
I think that's our strong point. If you go back to the work that I did in my clinic in Santa Monica as a nutritionist in the late 80s and early 90s, that work is what allowed me to develop award-winning formulas. That is our strength between myself and Horne, being able to develop a formula from a clinical setting of nutritional setting versus a marketing department. There's a big difference, because the marketing departments will be developing a formula kind of what's considered on trend. A nutritional practitioner or a certified nutritionist or a doctor of nature, they're going to develop a formulation that is focused on really making a difference.
Founded and created by Lindsey Duncan, All-In Nutritionals is a leading provider of all-natural, pure, clinically studied and ingredient-tested supplements to aid people in nourishing, balancing, cleansing, and supporting the human body. All-In Nutritionals uses organic, wild-harvested, non-GMO ingredients that are grown and harvested in their natural state. All products are manufactured in All-In Nutritionals' pristine and FDA-registered manufacturing facility. The company currently has 11 full-time employees and four part-time employees.