Hey, it's Cindy, send me a text, get in touch! [FAMILY BUSINESS] [WELLNESS] [ENTREPRENEURSHIP] In this episode of The Fearless Entrepreneurs Podcast, host Cindy Chang sits down with Talia and Elon, the husband-and-wife founders of INE+ Nutrition, to talk about building a Canadian wellness brand around quality, transparency, simplicity, and family. INE+ Nutrition began in 2020 after Talia and Elon struggled to find supplements that met their own standards for effectiveness, ingredients, and transparency. Instead of settling for what was already available, they decided to create the products they wanted to use themselves. From the beginning, being 100% Canadian owned and operated was non-negotiable. Talia and Elon share what that commitment actually required, from navigating Health Canada regulations and third-party testing to working with Canadian manufacturers, sourcing quality ingredients, and launching in the middle of COVID-era supply chain disruptions. They also open up about what it means to build a company together while raising two young daughters. Talia and Elon share how they met at a gym in Etobicoke more than a decade ago, how their relationship evolved into marriage and parenthood, and how they learned to become business partners without losing sight of their relationship or family. The conversation explores one of the biggest lessons they learned in the early years of INE+ Nutrition: they could not do everything themselves. After initially holding onto too many responsibilities, they began building a team around individual strengths, bringing in specialists, delegating more intentionally, and letting go of traditional job titles in favour of focusing on what each person does best. Talia and Elon also break down how INE+ Nutrition approaches product development. Rather than chasing every wellness trend, they listen closely to their customers and community, using real feedback to guide new products and formulations. That philosophy reflects one of the brand's biggest goals: making wellness simpler. They discuss how their product line expanded from collagen into greens, sleep support, hydration, and other everyday wellness products, while maintaining the quality standards that shaped the company from the beginning. Marketing has been another major learning curve. Talia and Elon share why some of their early paid influencer campaigns failed to deliver and how they discovered that real conversations, organic user-generated content, pop-ups, studio activations, local deliveries, and face-to-face community events created far stronger connections with customers. What started with personally delivering products has grown into a community of customers who have stayed with IE Nutrition for years. They also talk about protecting brand integrity, owning mistakes when things go wrong, and why maintaining customer trust matters more than pretending everything is perfect. The conversation becomes especially personal when Talia and Elon reflect on what they hope their daughters learn from watching them build the company. Their message is simple: dream big dreams, work hard, and understand that success, family, joy, ambition, and parenthood do not have to be mutually exclusive. The episode closes with a look at IE Nutrition's latest hydration product, Peachy, created in collaboration with Bartea, and the sold-out community event they built around the launch. For Talia and Elon, IE Nutrition is more than a supplement company. It is a family business built around creating products they believe in, growing alongside their community, and showing their daughters what is possible when you are willing to build something of your own. Website — https://www.inenutrition.com/ Instagram — @inenutrition
