Fuelled by her own stress-induced gut problems, Louise Macnab was ahead of the curve. She saw the impact that bad gut health has on our overall health and wellbeing, and decided to build a brand that would change people’s perceptions of bacteria. 

As well as being the sexiest gut health brand we’ve seen to date, JERMS is taking the wellness world by storm and even whilst raising, Louise is still landing retailer partnerships like Daylesford and Selfridges. 

In this ‘What A Woman’ we meet the brains behind the brand…

It goes without saying that you are *quite* the woman! Tell us a bit about your business journey so far… 

Thank you. JERMS is a gut health brand on a mission to redefine how we think and feel about gut health by celebrating our good gut bacteria!

What inspired you to set up your business and what have been the most significant steps in growing it to where you have to date?

JERMS comes from a deeply personal place. I previously worked for years as a corporate lawyer and lack of a work/life balance led me to burn out, suffering from chronic stress-induced gut issues (SIBO, leaky gut, acne, chronic fatigue, anxiety). My research into finding appropriate treatments, and the practitioners I met along the way, led me to discover the vital role that gut health plays in all aspects of our overall health, including mental wellbeing.

It floored me that the bacteria in our guts could have such a significant impact on our bodies and daily wellbeing. So I created JERMS, and set out on our mission to change bacteria’s bad rep by redefining how we think and feel about gut health.

I would say the most significant steps to date have been launching into retailers who are aligned with our mission and values, and also securing initial investment.

Business support comes in so many forms – accelerators, mentors, finance, and networking, to name a few. What support have you found the most significant in helping you to start and scale?

Mentors and networking most definitely! I’m a big advocate that everyone should have a mentor right from your concept stage all the way through to late stage.

And being a founder can be lonely! Thankfully there are several incredible communities for female founders that you can join. They offer a safe place to seek advice, exchange ideas, and get – often much needed – moral support!

They say “if you don’t ask, you don’t get” so what’s the magic bullet that will help you scale and who do you need to make it happen?

We’ve had some organic shout outs from celebrities, which has always given us a nice boost in sales but honestly I don’t think there’s such a thing as one magic bullet. Especially when it comes to growth and getting your brand out there with marketing, there are so many components that need to be functioning cohesively. For example, if you pour a huge amount into paid ads but your supply chain has chinks, you’re not 100% who your core customer is, and your customer service team isn’t up to scratch, the growth is going to be short lived.

In my opinion, it’s about putting in the work, getting the foundations set up, and then testing and learning as to what works best for your brand and product given your niche.

Apparently, a founder’s morning routine says a lot about them. Talk us through yours…

Well I just got a puppy, so my morning routine is waking up early as we’re potty training her at the moment, taking her out for a walk, then back for lots of cuddles… and a JERMS smoothie ofc!

What are your non-negotiables, in both business and life?

I always try and go with my gut (very on brand of me!) – I believe in “women’s intuition”. While ideally we should be basing our decisions on fact and logic, whenever I have a strong feeling, I follow my instinct above everything else.

As a successful founder, how easy do you actually find it trying to have work/life balance?

Very difficult, but it’s something that I’m actively working on this year. Being a founder is time intensive and stressful. You are an integral part of the business so if you’re not 100%, it’s going to have a knock-on effect. Taking time for ‘you’ can actually enhance productivity and creativity, and should be a non-negotiable.

Are there any go-to resources you’d recommend to fellow founders – be that books, podcasts, memberships, or something else entirely?

If you’re thinking about fundraising, then ‘Venture Deals – Be Smarter Than Your Lawyer And Venture Capitalist’ is a good read.

My favourite podcast is the Hungry Pod with Dan Pope – it’s a great one for consumer founders and Dan always keeps it real!

On the subject of advice, what’s the most BS advice you’ve ever received? Did you ignore it straight away or learn the hard way?

I can’t recall something specific but everyone has an opinion and sometimes with all the outside chatter, it’s easy to be swayed. That’s why it’s so important to have a clear mission and north star that you can come back to.

Finally, we believe in the power of celebrating your wins. What are you most proud of?

As cheesy as it sounds, I think I’m most proud of getting to know myself even better during this journey and I’m proud of that person. Being is founder is tough. Really tough. You have to be resilient, determined, and always have a positive outlook. You really get to know what you’re made of!   

We highly recommend getting on the JERMS hype – head to the website to find out why: wearejerms.com

WHAT. A. WOMAN!

Do you know a founder that will inspire The 51% Club community?
Get in touch with us and tell us a bit about her story: girlpower@the51percent.club