A Side Hustle Built by a Nurse Practitioner, Not a Startup Pitch Deck
purelyIV started with Erin, a nurse practitioner who had spent years in palliative care, tinkering with an idea she picked up while living in New York City: what if concierge IV therapy could work outside a traditional clinic. Once she and her husband Mike moved back to Michigan, she kept thinking about it on the side. She understood the clinical side cold. What she didn't know yet was how to actually build a business around it, so she brought Mike in to handle the operations, technology, and marketing. That partnership, her clinical judgment paired with his systems thinking, is still the whole company today. The side project grew faster than either of them expected. Mike went full-time first when the client list outgrew his spare hours, and Erin left palliative care within the year to run purelyIV alongside him. They now have a team of about 10 nurses, have added concierge lab testing and menopause care to the lineup, and recently expanded south into Jackson after years of growing across Metro Detroit.
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