the
founder’s
circle
A private advisory group for product founders ready to get on shelf, grow sales, and scale the right way.
The Hard Truth
90% of new product
brands FAIL.
Only 1 in 10 ever break $10M in sales.
Most never even clear $1M before running out of cash, margin, or momentum.
Unless you’ve got a proven system, the right connections, and direct mentorship from people who’ve actually built, scaled, and sold brands — the odds aren’t in your favor.
That’s exactly why the Founder’s Circle exists.
What You Get Inside The Founder’s Circle
Live Group Consulting
Weekly small-group calls (8–9 founders) with Ashley + ShelfMade experts.
Hot-seat style problem solving across sales, retail, marketing, and margins.
Leave each session with clear next steps and accountability.
The ShelfMade Resource Vault
Lifetime access to 20+ hours of recorded trainings and templates built from 15 years in CPG.
Two on-demand libraries covering launch, scale, and advanced growth strategy.
Founder Community And Support
A vetted, founder-only network.. no noise, no spam.
Monthly accountability, direct buyer database (2,000+ verified contacts), and expert intros.
Real-time support between calls so you never get stuck.
Ongoing support between calls so you never feel stuck.
💡
Think of it as a founder board of advisors in your pocket.
Who the
Founders
Circle
Is For
Founders with a product already in market
you’ve launched, you’re selling, but you know you need a smarter plan to scale.
Revenue-generating brands that have hit a plateau
you’re stuck at $25k–50k months (or stalled growth) and need systems to break through.
Operators tired of winging it
you’ve been piecing things together but lack a clear roadmap for sales, retail, operations and margins.
Founders ready to scale beyond local or DTC
moving into regional/national retail and need proven retail + wholesale strategies.
Brands that want to protect profitability
you’re selling, but margins and costs aren’t optimized, and you need expert guidance to scale sustainably.
Serious builders
ou’re committed to creating a brand that lasts on-shelf, not just gets there.
How The Founders Circle Works
Apply, join your small cohort, and get matched with founders at your stage (or a few steps ahead). Together, you’ll get everything you need to scale, through expert access, strategic guidance, and a proven growth community.
- Small Cohort Model: Join a curated pod of founders for focused, hands-on sessions that combine community, accountability, and direct support.
- Biweekly Strategy Calls: Work alongside Ashley and ShelfMade experts to solve challenges, refine strategy, and take action.. live, every session.
- Expert + Buyer Access: Learn from top retailers, investors, and operators who’ve built and scaled real brands and get connected to the right opportunities.
- Accountability + Execution: Every session ends with clarity, measurable actions, and momentum that keeps you moving forward.
- Proven Founder Framework: Built on the same blueprint that’s scaled brands into 50,000+ retail doors and generated nine-figure growth.
Want to join The Founder Circle?
1
2
3
1
Apply Now
Fill out your quick application so we can learn more about your brand, stage, and goals. We review every application to make sure you’re placed in the right group.
2
Discovery Call
Book your call with our team to discuss your brand’s needs, confirm your fit, and create a plan for your growth inside The Founder Circle.
3
Onboarding
Get placed in your curated group, start your Founder Circle journey, and kick things off with your 1:1 call with Ashley Rogers. You’ll have quarterly one-on-ones and an expert-led circle designed for your next stage of growth.
Meet Your
Mentors
Alongside Ashley, you’ll also get access to rotating guest experts, from retail buyers to investors and growth operators, who join select calls to share insider strategies from the frontlines of CPG!
Ashley Rogers
Helping founders build and grow profitable, successful brands.
Adam Pickard
Helping CPG brands scale with Whole Foods expertise.
Aaron Younessi
Helping founders build brand awareness and market share.
David Boyle
Connecting brands to manufacturers.
Moni Kupczak Ainslie
Helping brands drive wholesale revenue.
Alex Bayer
Helping founders raise capital.
Shannon Wiesner
Helping brands create consumer-first campaigns that drive growth
Lonny James
Helping founders build with balance.
See what our founder’s
circle member have to say!
Maaten
Founder of Seedly
I thought I had to do it all alone. ShelfMade gave me a proven roadmap, a clear strategy, and the kind of feedback that actually moves your business forward. Total game-changer
Jacqueline
Founder of Rabbit Foods
I was stuck in founder burnout—doing everything, getting nowhere. ShelfMade gave me the structure and support to work smarter and stop winging every step.
Maxie
Founder of Dzough
I kept comparing myself to other brands with huge followings. ShelfMade reminded me that strategy beats noise—and gave me a plan that works for my business.
Jade
Founder of Fermenteria
I had a great product but zero idea how to get it into stores. ShelfMade gave me the roadmap—and I just got my first retail PO!
Natalie
Founder of Local Sweets
I used to obsess over my logo, packaging, and website—and neglect what actually mattered. ShelfMade helped me focus on what drives sales, not just what looks good.
Kristin
Founder of Timbar
I thought getting into retail was about luck or who you know. ShelfMade taught me how to find buyers, reach out, and actually get responses.
Ready to Join the
the Founder’s
Circle?
The Founder’s Circle is intentionally small, just 8–9 founders per pod.. so every member gets high-touch mentorship.
Seats fill monthly and applications close once pods are full.
👉 If you’re serious about landing accounts, protecting margins, and scaling smarter, apply now.
