Investor Deep Dive

In this episode, we break down the remarkable growth story behind Gymshark — and how a zero-budget marketing mindset helped transform a small startup into a global fitness powerhouse. From scrappy beginnings in a garage to building one of the most recognisable brands in the fitness industry, this masterclass explores the unconventional strategies that fuelled Gymshark’s explosive rise. We dive int...

In this masterclass on strategic authenticity , we break down the incredible journey of Jamie Kern Lima , the founder of IT Cosmetics . 💄 Imagine being told by a major investor that nobody would buy makeup from someone who looks like you. Jamie didn't let that crushing rejection stop her. Instead, she used her struggle with rosacea to expose a massive hole in the beauty industry. 🚩 The Power...

"Can you do Tuesday at 2 PM?" 📧 We’ve all been stuck in that email scheduling nightmare. On this episode of The Deep Dive , join hosts Sarah Sterling and Alex Mercer as they decode the massive success of Calendly . How did a simple scheduling link turn into a company with a $3 billion valuation—without a massive marketing budget? The answer lies in "Inherent Virality." Sarah a...

Welcome to the Investor Deep Dive Podcast , hosted by Sarah Sterling and Alex Mercer —where founders, investors, and operators unpack the real decisions behind category-defining companies. In this episode, we dive into Chobani’s high-stakes demand to secure space in the grocery store main aisle —a bold move that highlights the power dynamics between fast-growing consumer brands and established ret...

How did Judy Faulkner build Epic Systems into one of the largest healthcare software companies in the world—without venture capital or Silicon Valley influence? In this episode, we break down the extraordinary founder story of Judy Faulkner , CEO and founder of Epic Systems , the dominant electronic health records (EHR) platform used by leading hospitals worldwide. This podcast explores how Epic g...

Episode 1 - Flawless UI - an Investor Red Flag I’m Sarah Sterling , and I’m joined by my co-host, Alex Mercer . Together, we’re peeling back the layers of the startup world to reveal what truly drives investment decisions. In this episode, we’re tackling a seductive trap that catches countless founders and even seasoned product teams: "Polishing the Turret." We’ve all seen it—the pitch d...