About this episode

Greg MacDonald shares insights on building and scaling a modern consumer brand in the wellness industry.

What does it actually take to build a modern consumer brand in today’s economy? In this episode of Mission Critical, Lance sits down with Bathorium founder Greg MacDonald to unpack the real mechanics behind scaling a premium wellness business — from handmade bath bombs in a Toronto condo to becoming one of Oprah’s Favorite Things. Greg shares tactical lessons on brand positioning, customer loyalty, inventory forecasting, pricing strategy, storytelling, and scaling through uncertainty — including how Bathorium survived and exploded during the pandemic. If you’re building a product-based business, navigating growth, or trying to create a brand people genuinely care about, this episode is packed with hard-earned lessons from a founder who built one of Canada’s most recognizable wellness brands from the ground up. Key Takeaways Your Brand Story Is One of Your Most Valuable Assets: Greg explains how Bathorium’s growth accelerated once the company learned how to clearly communicate its “why” — not just what the product was, but the problem it solved. From Oprah’s Favorite Things to retail expansion, storytelling became a competitive advantage. Product Passion Matters More Than Trends…

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