Vitalura Labs came to TVG as a bootstrapped, founder-led supplement brand with no margin for error. Built by Luca and Anna, the husband-and-wife team behind the BodyLura fitness platform. Vitalura Labs needed a retention system that could grow revenue while reducing unnecessary costs.
Over the past nine months, TVG helped transform Vitalura’s email from an underutilized asset into a primary growth engine, cutting thousands in wasted spend, introducing consistency and strategy, and scaling retention to account for over 40% of total online revenue.
Vitalura Labs had built something special, a female-led, NSF-certified supplement brand known for its European-sourced, grass-fed whey and Italian-inspired flavors.
But despite a strong community and a loyal following, they were facing the common challenges of many bootstrapped DTC founders:
High operating costs (including oversized Klaviyo bills from outdated lists)
Inconsistent campaign cadence and last-minute promotions
Lack of retention systems (few flows, weak segmentation, and minimal automation)
As Luca put it:
TVG's retention team began with a simple goal: create a lean, profitable retention system that could scale sustainably.
Here's how we rebuilt it:
List cleanup & segmentation: Removed thousands of inactive profiles, instantly cutting Klaviyo costs by more than 50%.
Rebuilt core flows: Implemented high-performing automations for welcome, browse abandonment, post-purchase, and retargeting.
Established consistency: Introduced a campaign calendar with weekly sends, seasonal promos, and strategic testing cadence.
Feminine-focused creative direction: Crafted copy, visuals, and tone to align seamlessly with Anna’s voice and the BodyLura community, a major breakthrough after years of struggling to find the right external creative team.
Analytics & optimization loop: Continuous testing of subject lines, design templates, and A/B iterations to double down on what performed best.
Nine months later, Vitalura Labs has completely redefined their retention channel:
As Luca summarized it:
One of the biggest challenges Vitalura faced was maintaining their feminine, lifestyle-driven tone across email marketing, something many agencies struggled to replicate.
"It’s Anna’s community and brand. For years, we couldn’t find anyone who could match that voice. To our surprise, TVG nailed it… the tone, the design, the feel. Everything was perfect."
Like many of our partners, Vitalura came to TVG after years of doing everything themselves. Now, they view our team as a seamless extension of their own:
Bootstrapped brands can compete with bigger players through smarter retention systems
Great email isn’t just about frequency, it’s about consistency, cost-efficiency, and voice alignment