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In this episode of the DTC Podcast, we sit down with Andy Hoang, the founder of Aviron, a connected fitness company merging casual gaming with home exercise equipment. From bootstrapping with home equity lines to pivoting from B2B to DTC during COVID, Andy’s journey is a case study in high-consideration product growth, investor navigation, and multi-channel marketing.
Key Highlights:
Why hardware/software hybrid brands require longer go-to-market timelines
The real story behind getting into Y Combinator after years of rejection
Why attribution doesn’t work for $2K+ purchases—and what does
Scaling creative production for UGC, influencer, and AppLovin performance
How Aviron uses direct mail to connect with 45+ customers
Why expanding SKU options drives down CAC
If you’re scaling a complex DTC product or navigating the tricky world of funding, this episode is a goldmine of tactical lessons.
Timestamps:
00:00 – How Andy Hoang bootstrapped Aviron’s early days
02:45 – Pivoting from B2B to DTC during the pandemic
05:10 – Getting into Y Combinator and what changed
08:00 – Marketing a $2,000 fitness machine with no clear attribution
10:30 – Why Aviron doubled down on gamified fitness
13:00 – Competing with Peloton and building defensible software
15:25 – Exploring direct mail, influencer, and app-based advertising
18:00 – Aviron’s 2025 roadmap: New products and price points
20:30 – Real talk: Andy’s advice for ambitious founders
Hashtags:
#DTCpodcast
#AvironFitness
#YCombinator
#FounderStory
#Bootstrapping
#DirectToConsumer
#FitnessTech
#GamifiedFitness
#EcommerceGrowth
#StartupLife
#PelotonCompetitor
#MarketingStrategy
#ConnectedFitness
#SubscriptionBusiness
#VentureCapital
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