For Diana Figueroa, building a business was never only about selling products. It was about creating a movement centered on health, wellbeing and human transformation.
As founder and president of Intus Health, Figueroa has transformed a deeply personal passion for wellness into a growing e-commerce company that offers Ayurvedic herbal dietary supplements to customers across the United States. Along the way, she has faced setbacks, learned difficult lessons, and received valuable guidance through Florida SBDC at FIU, the small business development center that offers no-cost business consulting to small businesses in Miami-Dade and Monroe Counties.
Today, Intus Health offers a curated line of medicinal plant-based supplements organized into three wellness categories: Detox, Vitality, and Mind. The products are sold primarily through the company’s Shopify website, Amazon, and TikTok Shop, serving health-conscious adults seeking natural, science-informed wellness support. Yet, Figueroa’s journey began long before the company officially launched. “This was definitely a personal path,” says Figueroa [pictured above]. “I’m following my heart.”
The backstory
Figueroa earlier career had taken her around the world as a television host and model producing content for Latin American audiences. Eventually, she decided to leave that industry behind and pursue studies in Ayurveda, holistic wellness and human development. Just before founding Intus Health, Figueroa operated a consulting business focused on leadership development, productivity and organizational effectiveness.
While coaching executives and business leaders, she saw in them the growing impact of stress, poor lifestyle habits and chronic illness, and that inspired her to create a company that addressed wellness. The name Intus reflects that philosophy. Derived from Latin, it means “from within.” Says Figueroa: “Everything starts from within … mentally, emotionally and spiritually.”
Building the company, however, was far from easy.
Although Figueroa had extensive knowledge of wellness and medicinal plants, she quickly discovered that launching an e-commerce business required an entirely different skill set. The company initially launched on the wrong e-commerce platform, forcing Figueroa to make the difficult decision to start over, rebuild the website from scratch, and migrate to Shopify about a year ago.
Getting help from Florida SBDC at FIU
Initially, Intus Health invested heavily in traditional marketing. Over time – and with the support of FSBDC at FIU – Figueroa discovered that education, community engagement and strategic partnerships generated stronger results than paid advertising.
A major part of this new strategy is the company’s new Summit for Wellbeing, which brings together experts from a variety of disciplines, including nutrition, regenerative medicine, Ayurveda, and holistic health, to promote conversations about wellness and healthy living. The inaugural event in May attracted 150 attendees and featured 21 speakers, helping to expand awareness of the Intus Health brand among healthcare professionals and community leaders.
Figueroa says one of the most important resources in her entrepreneurial journey has been the FSBDC at FIU, one that she recommends often. “I’m alone and I’m doing so many things,” she says. Before connecting with FSBDC, “I didn’t have someone from the outside to tell me if I was doing the right thing.”
In August 2025, she began working with Adriana Madrinan, an FSBDC at FIU business consultant who specializes in business models, strategic planning and innovation. FSBDC at FIU partners with FEBICHAM (Federation of Binational Chambers of Commerce), a Miami-based network of the 15 binational chambers that link U.S. businesses with international markets. And it was through FEBICHAM that Figueroa connected with FSBDC at FIU and Madrinan. After Madrinan gave a presentation to the Colombian American Chamber of Commerce, Figueroa immediately registered with FSBDC at FIU.
‘A strong entrepreneurial mindset’
When they began consultations, “she helped me organize priorities,” Figueroa says. “She helped me bring more focus and accountability into my business.” Madrinan challenged Figueroa to step into a stronger leadership role and develop strategies that aligned with her long-term vision.
“From the beginning, I saw someone deeply passionate about the well-being of others and with a strong entrepreneurial mindset. At that time, she had several valuable entrepreneurial ideas, but they were not yet fully organized into a single, clear business model,” Madrinan recalls. “Our work started with reorganizing her business model so that each business area and project could support and strengthen the others.”
The small business development center helped Figueroa set clear priorities and focus on the highest-impact opportunities. Figueroa implemented a clearer structure with defined monthly goals and follow-up. In addition to launching the Summit of Wellbeing, Figueroa became the face of FEBICHAM’s health pillar, and expanded collaboration with FEBICHAM’s binational chambers.
Madrinan also helped Figueroa navigate partnership agreements, pricing strategies and sponsorship opportunities. When planning the Summit for Wellbeing, Madrinan provided guidance on sponsorship development, presentation strategies, and event organization.
“What stands out about Diana is her discipline and clarity,” Madrinan says. “She made sure that every objective, strategy, and tactic was connected to her bigger vision. Because of that focus, she was able to move quickly and gain the support of important organizations that validated and became sponsors of her work and her vision.”
Success with media
FSBDC helped Figueroa strategically use media to build visibility, credibility and educational value. That resulted in over 548+ media placements with an estimated reach of 855 million and an estimated advertising value of $3.9 million. This included coverage in Tier 1 affiliates such as CBS, ABC, NBC, and FOX.
That’s progress in less than a year that is “truly impressive,” Madrinan says. “She committed to the business model we developed and took focused action, from reorganizing the business’s legal structure to aligning each strategy with her long-term vision. Her goal was to establish Intus Health as a brand that helps people achieve real and sustainable well-being.”
And just as importantly, working with Madrinan provided encouragement during difficult moments. “The SBDC feels like a partner. It’s a beautiful partnership,” Figueroa says.
Looking ahead, Figueroa plans to continue expanding Intus Health’s educational initiatives, strengthen retail and e-commerce opportunities, and grow the company’s digital media presence. She also aims to develop the Summit for Wellbeing into a leading platform for conversations about science, wellness and conscious leadership, particularly within Hispanic communities.
For aspiring small business owners, Figueroa offers this advice: Don’t try do build your business alone – seek professional guidance, such as what FSBDC at FIU offers. “Don’t be afraid to talk about your idea,” she says. “Find people who can support you through the journey.”
Website: intushealth.com
READ MORE: How to Build Future-Ready Companies: Adriana Madrinan’s Vision