Wellness startup that grew in USF incubator is selling its natural remedies on HSN

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    What started off as quick relief for a sprained ankle has turned into a startup with ties to the University of South Florida and now HSN.

    Caleb Williams launched RelieveIt in June 2019; it is a natural anti-inflammatory based off Caribbean pine resin his great-grandmother used in the 1800s for sprains and muscle soreness. Williams, who was a financial adviser for Citi, discovered the solution helped his son’s sprained ankle overnight.