Husband-and-wife team Heidi and Reid Rasmussen are redefining leadership, driving growth, and cutting healthcare costs — all with a little help from mentor Sandi Mitchell.
Great leadership often begins with a shared vision. For Heidi and Reid, that vision has transformed into a thriving business that’s making a difference. As co-founders of freshbenies, Heidi and Reid have combined their strengths to lead a company that doesn’t just succeed — it thrives with purpose and innovation.
“Reid’s experience growing up in Canada gave him insight into healthcare systems, and when we started freshbenies, we knew we wanted to do more than just offer services,” Heidi says. “We wanted to simplify lives and empower people.” What began as a bold idea to help employers navigate healthcare for their teams has now grown into a company serving over 3,000 clients, providing tools that cut costs, reduce confusion and improve access to care.
Even the best leaders know the value of mentorship, and for Heidi and Reid, working with Sandi Mitchell, CEO of Apex Catalyst Group, was a turning point. Sandi isn’t just a coach — she’s a guide for businesses seeking clarity, alignment and growth. With her expertise in the Entrepreneurial Operating System (EOS®), she helped freshbenies define their ideal customer, refine their processes and build a strong, value-driven culture. “Sandi helped us sharpen our focus and set us up for long-term success,” says Heidi.
The Journey to Clarity and Growth
Despite their early passion, freshbenies faced challenges common to growing businesses: defining their audience, sharpening their message and managing rapid growth. “We struggled to pinpoint our ideal customer at first,” Reid admits. “Sandi helped us realize that small and mid-sized organizations were our sweet spot, and it’s been a game-changer.”
Sandi also guided the team through redefining their core values, creating FRESH: Fun, Right-thing doers, Educated innovators, Servant leaders and Heroes of the cause. These principles became the foundation for freshbenies’ culture. “We live these values every day,” says Heidi. “They’re part of every decision we make, from hiring to how we serve our clients.”
Scaling Up with Strategy
In their third year, freshbenies’ growth skyrocketed, with revenue tripling three years in a row. But the rapid success exposed gaps in their processes. “We knew we needed real mentorship to build sustainable systems,” explains Heidi.
Using the EOS® framework, Sandi helped freshbenies implement structures to support their growth. Regular goal-setting meetings, clear KPIs and a consistent team evaluation process became the backbone of their operations. “It’s not just about running the business,” Reid says. “It’s about empowering our team to drive the vision forward.”
Impact on Team and Clients
The impact has been remarkable, freshbenies’ team engagement scores recently hitting an impressive 4.8 out of 5. “Our team is more informed, more engaged and more aligned than ever,” says Heidi. “And that translates directly to the service we provide our clients.”
One of their most impactful recent innovations is the addition of mental telehealth services at no cost to members. “More than half of our new customers are adding this service for their employees,” says Reid. “It’s not just about adding value — it’s about changing lives. One member shared how her therapist helped her achieve an ADHD diagnosis, which led to the right treatment plan. That’s why we do what we do.”
Looking Ahead
As healthcare evolves, Heidi and Reid are determined to keep freshbenies ahead of the curve. With plans to launch a physical therapy telehealth service in 2025, they continue to adapt to new challenges while staying rooted in their core values.
“Sandi’s tools and insights have helped us build a strong foundation, and that foundation allows us to keep growing while staying true to who we are,” says Heidi. “We’re excited about the future and about continuing to simplify healthcare for employees and their families.”
Through strong leadership, clear vision and an unwavering commitment to their mission, Heidi and Reid are proving that great businesses aren’t just built — they’re led with purpose.
Is Your Business Positioned to Thrive?
For leaders looking to clarify their vision, refine their strategies or build a value-driven culture, Sandi Mitchell with Apex Catalyst Group provides the tools and guidance to take businesses to the next level. Learn more at www.ApexCatalystGroup.com or reach out to Sandi directly at [email protected].
