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.

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