Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Joshua Anthony, Founder and CEO of NLUMN, located in Princeton, NJ, USA.

What's your business, and who are your customers?

Nlumn is a business-to-business personalized nutrition and health consulting company. We work with food, nutrition, and health technology companies to create innovative products, services, and consumer experiences. We help our clients succeed in the fast-growing personalized nutrition and health marketplace. Our vision is a marketplace that allows every individual to make better choices and live a healthier life. The name Nlumn (pronounced en-Lü-mən) means to share knowledge and inspire individuals to live their best lives through better nutrition.

Tell us about yourself

Food is very personal to me. As a child, my family showed me how food brings people together and fosters relationships. As an athlete and powerlifter, I used food to optimize my own health and performance. As a scientist, my scholarly interests led me to pursue advanced degrees in nutrition and physiology. My professional life includes more than 20 years of working in the food and nutrition business with both Fortune 500 companies and start-ups. My efforts working in industry resulted in the commercialization of over 150 science-based products and services. Nlumn was created to help businesses make personalized nutrition more affordable and accessible for the consumer by delivering products and services at scale. We do this by helping companies focus on the elements of personalization that they can uniquely deliver using their existing assets. We also help our clients identify win-win partnerships to develop profitable business models. My passion is to help people live healthier lives through better food and nutrition.

What's your biggest accomplishment as a business owner?

One of the things I am most proud of is that I have been able to use my platform as a business owner to give back to many businesses, organizations, and individuals while building my consultancy. I enjoy helping others and having the opportunity to grow my network as I continue to learn and grow too.

What's one of the hardest things that comes with being a business owner?

Focus. When I was starting Nlumn, I was worried about making my new company successful and tended to be very opportunistic when it came to taking on new projects. It’s important to stick to your strategy and business plan. When new projects are off target for us, I try to refer someone else in my network who can help. This approach has generated a lot of new business opportunities because it helps clients and colleagues better understand our focus areas and often leads to other referrals for Nlumn.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Find your purpose. I found my purpose at the intersection of what I am passionate about and who I wanted to serve.
  2. Build a business plan and manage it like a project. Have clear objectives, a timeline, and key performance indicators. Be rigorous about what is in scope and out of scope.
  3. Build and foster your network. Building and fostering strong relationships has been critical to my development and the cornerstone of the success of Nlumn. I owe my success to my network.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

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