Q&A: The start-up taking the bitterness out of supplements

This week we chat to Pip Summerville, Co-Founder and Creative Director of Tonik, an all-natural health capsule company. Born out of the desire to make natural health supplements easier and more convenient for the health-conscious consumer, Tonik was founded in 2016 by former athlete Pip and her father Glenn, a pharmacist.

ISB: What was the “lightbulb” moment that made you decide to enter the wellness industry with Tonik?

PS: There wasn’t a moment where I ever wanted to have a brand or enter the wellness world per se, it all stemmed from my own personal experiences with having to carry around a bottle of apple cider vinegar and on one particular occasion the bottle had spilt all through my suitcase on a remote island in Indonesia. I had had enough of the hassle, the horrible taste and the negative side effects of having to drink liquid ACV. I formulated a solution to a personal problem I had and it was only then and thereafter it became a business.

ISB: How has the experience been in making the shift from pharmacy student and athlete to entrepreneur?

PS: It has been fairly organic and a natural progression. While I was an athlete, I was studying at university full time. I studied business, marketing and graphic design and as a result had the skills and assets to be able to do things myself from the get-go. It has been very much a draw on what I knew and what I had experienced which has all contributed to the way I have built the business. My years of being a professional athlete contribute to my time management and commitment to a task and this is what I draw on almost daily. I would be lying if I said it was easy or fun, some days it’s amazing and some days you question why on earth you what do you do but that’s all part of the entrepreneurial game and I wouldn’t change it for anything.

ISB: And any issues and / or highlights from having your dad as your business partner?

PS: Absolutely, the trust factor is priceless. Working with him is always a no brainer – I never question or doubt his knowledge or experience. He has been in the retail game a lot longer than me and without his experience in pharmacy and his calm and collected approach to business I wouldn’t be where I am today. I have always admired Dad’s work ethic and it is why our partnership works so well. We are both committed to doing whatever it takes to see the company grow, all while having fun and balancing a healthy work life in the process.

ISB: What was the biggest challenge in getting the enterprise off the ground?

PS: Growing organically without being able to advertise on Facebook or Instagram. As a supplement brand we are not allowed to market with paid advertising and so all of our growth has been organic and through word of mouth.

We have had to overcome so pretty big roadblocks with advertising and as a result we have had to think of out of the box ways to market the products which, of course, takes time and consistency.

ISB: How did you get to retailers such as Goop to showcase your products?

PS: Consistency and communication. There isn’t a sure-fire way to even make contact with a retailer, in some cases they reach out to us and others we meet at expos and tradeshows. We have had to build the brand’s trust in the market in order to even be considered for the likes of these retailers but we are very proud to have made the connections, built the relationships and, as a result, partner with the retailers we have.

ISB: Why do you think it’s important for Tonik to steer clear of “health hacks” and “quick fixes” when it comes to wellness?

PS: Wellness is a very broadly used term nowadays. You see brands call themselves wellness companies if they fit into anything remotely health related. We don’t want to be another vitamin company who over-promise and under-deliver. We believe your health is a long-term commitment and not something a few pills or short-term lifestyle changes can help with. From our experience in over 40 years community pharmacy we believe that in order to maintain a healthy lifestyle you have to have a proactive approach rather than a reactive one. We don’t make any health claims and we do not sell our products on the premise of it being a quick fix, it is a lifestyle product which when used with consistency will assist with promoting a healthy and active lifestyle through each of the ingredient’s benefits.

ISB: Finally, what is the number one lesson you’ve learnt on your journey you’d share with aspiring entrepreneurs?

PS: Don’t take the first opportunity, even if it looks like a good one. Research every single detail and always trust your gut instinct. If it doesn’t feel right, or it feels too good to be true it always most definitely is.