In the midst of Israel's ongoing conflict, two young entrepreneurs, Elia Naim and Ofek Tragash, have not only persevered but thrived, building a successful gummy supplement startup, GOOM, while serving in the reserves. Their journey is a testament to the power of determination, innovation, and the ability to turn adversity into opportunity. What makes their story particularly fascinating is the unique combination of their military service and entrepreneurial spirit, which has led to a booming business and a fresh perspective on health and wellness.
Naim and Tragash's partnership is a harmonious blend of complementary personalities and skill sets. Tragash, with his calculated and numbers-oriented approach, balances Naim's more spontaneous and creative mindset. This dynamic duo met during their squad commanders' course, where they shared a common interest in nutritional supplements and a drive to address a gap in the market. Their shared passion for health and wellness, coupled with their military experience, set the stage for the creation of GOOM.
The challenges they faced in the early days of their startup were significant. They encountered resistance from factories and faced skepticism from those around them. However, their determination and belief in their product prevailed. They managed to convince TopGum, a leading Israeli company, to give them a chance, and their hard work paid off. Today, GOOM is a thriving business with a 1,200% growth rate in the first quarter of 2026, and they have even started taking money out of the company.
One of the key factors in GOOM's success is the unique selling proposition of their gummy supplements. By focusing on taste, texture, and quality, they have created a product that people genuinely look forward to taking. This is in line with the principles outlined in James Clear's book, 'Atomic Habits', which emphasizes the importance of finding something enjoyable and consistent to build good habits. The fact that GOOM's formulas are vegan, sugar-free, and adhere to strict GMP and FDA standards further enhances their appeal to health-conscious consumers.
The impact of the war on GOOM's production and sales has been significant, but it has also presented opportunities. The development of new formulas, such as the probiotic and prebiotic blend and the Deep Sleep product, has tapped into the need for health solutions during times of stress and pressure. This has led to sold-out products and a waiting list of thousands, demonstrating the demand for GOOM's offerings.
Despite the challenges and disruptions caused by the war, Naim and Tragash have managed to combine their reserve duty with their entrepreneurial pursuits. They have not only survived but thrived, and their success serves as an inspiration to others facing similar circumstances. Their ability to balance their military service with their business ventures highlights the resilience and adaptability of the human spirit.
In conclusion, the story of Elia Naim and Ofek Tragash is a powerful reminder of the potential for innovation and growth in the face of adversity. Their journey from military service to entrepreneurial success is a testament to the power of determination, creativity, and a shared passion for health and wellness. As they continue to grow GOOM and help others through their products, they inspire us to embrace challenges and find opportunities in unexpected places.
