The former CEO of celeb-favorite NYC studio Dogpound, Liu’s fund is writing checks for early-stage wellness, fitness and health companies
If anyone understands how to build a brand, it’s Jenny Liu, the former CEO (and early investor) of celeb-loved Dogpound — the luxury fitness gym where Taylor Swift famously trained in preparation for her Eras Tour.
Liu has now launched Crush It Ventures, a $5 million early-stage fund focused on companies across fitness, wellness, beauty, mental health and lifestyle. The news was first reported by TechCrunch.
She said the fund plans to write checks between $100,000 and $250,000 and invest in roughly 20 to 25 companies. Crush It Ventures has already hit the ground running, having invested in 18 startups, including wearable technology company Elemind and Caliwater.
The remaining capital is expected to be deployed over the next 12 to 18 months.
“Fitness and wellbeing are inherently a personal journey, and early-stage investing should reflect that,” Liu told ATN. “My approach centers on empathy, founder partnership and shared long-term vision. When you invest in people with intention, the outcomes extend far beyond financial returns.”
The New York native also serves on the boards of Divine Time and Alta, and is joined at Crush It by Dogpound founder Kirk Myers, who is listed as a venture partner.
“I see early-stage investing as a human business first,” Liu said. “The strongest companies are built by founders who understand people, behavior and know how to build long-term trust. Capital alone does not create enduring brands. Belief, consistency and care do.”
The Crush It Ventures website features a “pitch to us” section for early-stage founders.
