Meet Ronak Shah

Meet Ronak Shah

Every Sunday, we spotlight a Co36 customer — real people, real stories.

This week, meet Ronak Shah, CEO and Co-Founder of Obvi, a collagen brand that’s generated over $100 million in sales and built a global community.
He’s a former agency owner, a relentless brand builder, and an EY Entrepreneur of the Year.

David sat down with Ronak for a quick conversation about building through adversity, learning from the lows, and simplifying style in a world full of noise.

David: You’ve built one of the fastest-growing supplement brands in the world. What inspired you to shake up the industry?
Ronak: I got tired of seeing supplements that looked sterile and boring — like something you hide in a medicine cabinet. I believed they could look just as good as skincare or coffee — something you’re proud to leave on your counter. We wanted Obvi to feel modern, approachable, and fun — something people actually enjoy using.

David: Was there ever a time when things really went sideways?
Ronak: Absolutely. In 2020 we lost our agency’s biggest client and couldn’t even afford a decent Airbnb for a trip to reset. It was peak LA heat and we were sleeping on the floor in boxers with no AC. That moment lit a fire in us. We said, “Never again.”

David: What was your first big break after that?
Ronak: An influencer posted about Obvi, and within one hour she drove $25,000 in sales. That’s when we knew we had something real.

David: If you could talk to your younger self, what would you tell him?
Ronak: Take more moments. Go to dinner with your parents. Say yes to that extra trip. Be present with your wife while planning the wedding. It’s easy to justify working late, but those moments don’t come back. Some things are worth stepping away for.

David: You’re a founder, husband, and dad. How do you keep it all in rhythm?
Ronak: I don’t really believe in “balance.” It’s not about perfect structure — it’s about doing what makes you happy and being present. One moment I’m at a play zone with my son, the next I’m on a late-night call, and after that, I’m heading to poker with friends. It’s a rhythm, not a formula.

David: Last one — how does Co36 fit into your lifestyle?
Ronak: We make thousands of decisions a day — what to eat, what to say, what to wear. Co36 helps me eliminate decision fatigue. I grab my black hoodie or tee, I look great, and I move on. It’s simple, clean, and it frees up my mental space for what really matters.

Ronak’s Go-To Co36 Pick

The Ultra Soft Hoodie

Ronak, appreciate you taking the time to share your story. Grateful to have you as part of the Co36 community.

David, Founder — Co36