In the world of Silicon Valley innovation, Dr. Robert Nathanson stands out as a unique force—a former chiropractor turned serial entrepreneur whose journey took an unexpected turn when he faced his own health crisis. Today, he's channeling that same innovative spirit into revolutionizing the rapidly growing sport of pickleball while emphasizing the importance of heart health and stress reduction.
From Healing Hands to Digital Health
Robert's entrepreneurial journey began when frustration with the healthcare system pushed him beyond his chiropractic practice. "In chiropractic, there's only so many people you can see in one day," he explains. "I got frustrated with insurance companies dictating what they were going to pay and what they weren't going to pay."
This frustration sparked his first major innovation: Open Treatment, essentially "OpenTable for doctors." The platform streamlined intake forms and insurance verification, eventually catching the attention of Universal Health Services, a major hospital group. His innovation included patented technology for tracking ER wait times—a feature that would prove valuable to both healthcare providers and patients.
"I learned about software," Nathanson reflects. "There's something to be said about treating millions of people in one day or an hour versus one by one."
A Serial Innovator: From Beer to UV Sanitizers
Robert's innovative spirit extends far beyond medicine. When he saw people's drinking habits, he first created a healthier spirt called ‘Xi’ and with that success, went on to help market Palmia—what he calls "the world's healthiest beer." This lemon-infused lager contained just 92 calories while maintaining 4.2% alcohol content, which he describes as "summer in a can." The brand successfully expanded to five states.
"People are going to drink no matter what," he explains. "What can we do to have a low glycemic index beer that's actually not bad for you but is a little bit more healthy?"
When the COVID-19 pandemic hit, Robert pivoted again, inventing Ultra Blue—a patented device that not only sanitizes but also charges your phone simultaneously. This ability to identify problems and create innovative solutions runs through every venture he touches.
The Birth of a $3.6 Billion Company
Perhaps his most notable success came as co-founder of Grub Market, now valued at $3.6 billion. The concept was simple but revolutionary: connect farmers directly to consumers through a digital marketplace.
"The first week I went into a farmer's market and asked, 'How many pounds of cherries do you sell in a week or a weekend?'" Robert recalls. "The first weekend we sold 400 pounds of cherries. From there, that validated that, wow, there's a need and an ease of ordering something online and having it delivered to your doorstep within 24 to 48 hours."
This "Amazon of farmer's markets" concept took off, though not without challenges.
As Kym noted during the interview, Robert's generosity in the early days wasn't always reciprocated when the company achieved success. Yet, his early groundwork helped build what would become a multibillion-dollar enterprise. Ultimately, he did get his piece of the pie, but he had to fight for it. A fight well worth it… but filled with unnecessary stress.
A Personal Health Crisis Changes Everything
Life took a dramatic turn when Robert experienced concerning symptoms during a trip to New York. "I was traveling to New York and I just felt something not right when I was walking," he shares. This led to a stress test, followed by an angiogram that revealed his artery was 85% blocked, requiring a stent.
The procedure was remarkably quick—about 20 minutes—showcasing the incredible advancements in cardiac care technology. After the procedure, Robert made significant lifestyle changes, focusing on reducing red meat consumption and taking statins as prescribed by his doctor.
What's remarkable is Robert's attitude toward his diagnosis. Rather than viewing it as a limitation, he saw it as a call to action. "You got to change. If you don't change, you're going to go down the same path," he emphasizes.
Finding New Passion in Pickleball
Following his heart procedure, Robert didn't skip a beat in maintaining his active lifestyle. He discovered pickleball, initially thinking "this is where tennis players go to die," but quickly fell in love with the sport.
"Singles is the best workout," he enthuses. "You just come dripping sweat, and your heart's up there past 150 beats per minute."
His competitive nature led him to national-level tournaments, where he won the "Triple Crown" in Palm Springs—the biggest tournament title in pickleball—playing in the senior division.
Innovation Continues: The Airbender Pro
True to form, Robert wasn't content to just play the sport—he needed to innovate within it. Noticing problems with existing pickleballs that would crack or lose shape easily, he created the Airbender Pro pickleball.
"I created this called the Airbender Pro," he explains, describing his process of working with a USA Pickleball approved manufacturing plant to develop a better ball. After four iterations of samples, he landed on the perfect design that met all criteria for USA Pickleball certification.
His newest invention? Specialized polarized sunglasses designed for optimal visibility. "It just looks like you're looking out a window," he describes. "They're super lightweight and they don't fall off your head."
The Innovation Mindset
What drives Robert's continuous innovation? He credits curiosity as the foundation. "The most important thing is curiosity," he explains. "You gotta be curious on how things work. You research what things are made out of and what kind of molds are needed to create it."
This curiosity was inherited from his entrepreneurial father, who created stonewashed jeans in the sixties and seventies and even manufactured the Gap's first jeans. Robert also mentions Maurice Kanbar, creator of SKYY Vodka and the lint remover, as a significant mentor who taught him valuable lessons about entrepreneurship.
Heart Health: The Next Chapter
As for preventing future heart issues, Robert believes the key is stress reduction. "I think the number one killer in the United States is stress," he asserts. "To prevent me from having any stress, I've got to do things that I love to do."
His philosophy integrates physical health with mental wellbeing: "Whether it be physical stress, emotional stress, financial stress, chemical stress, environmental stress—if you can limit that, I think you can live a longer life."
Robert's story is a powerful reminder that health challenges can be catalysts for positive change rather than roadblocks. His journey from chiropractor to entrepreneur to pickleball innovator demonstrates how passion, curiosity, and resilience can transform obstacles into opportunities.
You can follow Robert's continuing innovations on Instagram at @RobertNathansonSF and @AirbenderPro, or visit getairbenderpro.com to check out his latest products. You can use the code ‘playsmarter’ for a discount!
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What health or lifestyle changes have you made that unexpectedly opened new doors in your life? Share your story in the comments below.
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