Chris Pyne, co-founder and CEO, set out to create an online store for wellness devices in 2007. His plan was to offer a small number of high conviction products, rather than a large number of mediocre products. He has a M.A. in Philosophy from University of Maryland, College Park and served as a philosophy instructor there for several years.

Megan Pyne, co-founder and Media Director, advises on market strategy and oversees branding and media design. She has a BA in Anthropology from the University of Florida, and worked in neuroscience research at Johns Hopkins University. She co-authored several published studies during her tenure.