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Episode #334

Co-Founder & COO of Cymbiotika Durana Elmi on Scaling a Top Wellness Brand, Overcoming the Odds, & Manifesting Your Dreams

I am thrilled to have the incredible Durana Elmi on the show today!

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If not quite a story of rags to riches, the story of Durana Elmi’s rise to success certainly comes close. Born in Afghanistan, Elmi witnessed poverty, injustice, and oppression everywhere she turned, especially towards women who sought freedom and equality. Wanting more for herself and her future family, Elmi immigrated to the United States to pursue her creative passions and make a name for herself. Elmi quickly climbed the corporate ladder and became the Director of Marketing at AT&T.

With her invaluable experience and business and relationship management skills, Elmi decided to change course and pursue her passion for health and wellness. Shortly after, Elmi became the Co-Founder and Chief Operating Officer (COO) of Cymbiotika, where she transformed the company inside and out. Incredibly innovative, Elmi created the world’s first custom subscription bundle platform and broke massive records.

Under Elmi’s leadership, Cymbiotika’s growth skyrocketed. In just the last four years, revenue was up 4,000%, and in 2022, the company broke the record for $40 million in revenue alone with a valuation of $250 million. Furthermore, she added 30 SKUs to Cymbiotika’s product offering in the last three years. Always looking for ways to improve, Elmi transformed Cymbiotika’s call center from an offshore facility to entirely in-house and moved its headquarters to a state-of-the-art facility in San Diego, CA.

Cymbiotika has been awarded Fortune’s Great Places To Work, Inc 5000 Fastest Growing Companies, and San Diego Business Journal’s Business Woman of the Year multiple years in a row. With over 350,000 customers and a rapidly growing team, Elmi is and always will be a people-first leader.

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