Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with John Ayton, President, and founder of Pure Life Science, located in Toronto, Ontario, Canada.

What's your business, and who are your customers?

Pure Life Science manufactures, markets, and distributes PureForm Omega. Pure Form Omega® Natural is an Organic, Plant-Based, Fish-Free, Cold-Pressed, Essential Fatty Acid (EFA) source of Omega-6 and Omega-3. The Pure Form Omega® Natural proprietary formulation is made up of Organic Evening Primrose oil, Organic High Linoleic Sunflower Seed oil, Organic Pumpkin Seed oil, and Organic Extra Virgin Coconut oil. All excellent sources of essential Omega-6, along with Organic Flax Seed oil for essential Omega-3, to obtain what we consider the ideal Omega 3/Omega 6 EFA combination.

Tell us about yourself

While I was a hockey coach of an AA hockey team, a parent of one of the players (a medical doctor) provided me with a bottle of new plant-based Essential Fatty Acid supplement. Within a few weeks, I noticed a 30% improvement in my cardiovascular output on the ice. An improvement with my skin and because of the anti-inflammatory properties of the formulation, sports-related aches disappeared. I arranged a meeting with the person who designed the patented formulation and signed a global exclusivity to manufacture and distribute the product.

What's your biggest accomplishment as a business owner?

Helping people become healthier and stay that way. We have had some very good results with Diabetic wounds and with the epidermolysis bullosa community. Also, two renowned Ex CFL quarterbacks take the product to manage pain. We manufacture a very PURE Organic seed oil formulation that exceeds Health Canada's baseline by over 5400%. Our online and wholesale retention rate is 92%

What's one of the hardest things that come with being a business owner?

The unknown.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. In the beginning, make sure you measure every step before investing more money. For example, for consumer products, produce a small quantity for a tradeshow or two and see what the interest is and what you sell. Focus groups are good, but a true measure is when a sale is made.
  2. BELIEVE IN YOURSELF. When you start to feel insecure but feel that you have a product or service that the market needs, demonstrate "stick-to-itiveness." I have seen a number of ventures fail, but if they stuck with it, they may have been successful.
  3. Pour as much of the revenue back into your company. REINVEST. Build inventory, increase your advertising budget, R&D, etc. Big salary, swanky office, and sports cars are not where it's at on your path to success.

Is there anything else you'd like to share?

There is no life nor reward like owning and operating your own business.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.