Many people think a “Power Couple” needs to be two versions of the same personality type. Of course, this couldn’t be further from the truth.

In both marriage and business, being too similar to one’s partner is often a liability. Instead, truly powerful couples, like Kevin and Ashley Gundersen, are keenly aware of the differences between them and the power this gives the couple in their professional and personal lives.

The Gundersens, co-founders of supplements industry leader Inno Supps and serial entrepreneurs in the health and wellness industry, have long understood and appreciated that the best partnerships are built on complementary skillsets and aptitudes. After all, the business empire they built together was only possible because of the synergy of their strengths.

“My wife Ashley and I have been partners in our businesses from day one,” shares Kevin. “We are very different in our work. I am an extreme risk taker and she is very risk averse. She is the rock that helps make rational decisions and keeps things moving smoothly when I’m moving really fast.”

If Kevin is the visionary, developing new products and marketing them to the public, then Ashley is the architect, executing these grand ideas and making sure the infrastructure of such projects is sound.

“She has always run the operations while I have been focused on product and market development,” explains Kevin, before listing the numerous departments his wife oversees. “She runs logistics, human resources, customer experience, retail and distribution, just to name a few.”

While they may be the yin and yang of their business empire, in many ways the Gundersens have similar principles: their intensity, focus, and work ethic are all non-negotiable. “While bootstrapping our companies, we were both ‘ALL-IN’,” emphasizes Kevin. “It was to the point that we didn’t watch television for a full three years. Not once.”

Even the most noteworthy of life events couldn’t slow down the duo, according to Kevin. “When our first son was born via C-section, Ashley was back working on her laptop two hours later! Whenever the baby would fall asleep, she’d be right back to work.”

By leaning into their differences, Kevin and Ashley have created a built-in system of checks and balances. They thrive together precisely because they cover each other’s blind spots, turning potential flaws into a unified front where one person’s weakness is the other’s greatest strength. It’s a formula for a successful partnership at home and at the office. For the Gundersens, it’s a formula for a successful life.