meet logan merrick – the founder behind multimillion-dollar startups

e-Residency • Oct 14, 2025 • 4 min read

Behind every thriving business is a network built on trust – just ask Winning Friends podcast co-host Logan Merrick

Logan Merrick isn’t your average business success story. Over the past decade, he’s built multimillion-dollar brands, led teams across continents, and driven more than $30 million in sales. But don’t expect him to brag about it. He’s just not that kind of guy.

Born in New Zealand and now living in Estonia with his wife, Logan is the co-founder and CEO of Wilbound. This recruitment company helps US and Australian brands connect with world-class Filipino talent.

Having recently pivoted from the hustle of e-commerce recruiting, Logan now specialises in headhunting top-tier talent for high-end services like law firms and accounting practices.

Working alongside his wife and business partner, Melani Merrick, Logan is proving that Wilbound is about more than hiring. It’s about matching the right people with the right values to drive genuine growth.

“My wife and I created Wilbound together off the back of having built a fully automated e-commerce brand run by a Filipino team of absolute A-players,” says Logan.

“Our point of difference is that we source the pinnacle of Philippine talent that rivals the best-of-the-best in the US, UK or Australia at a fraction of the cost, often up to 80% less. The talent continues to work remotely from the Philippines, earning above-average salaries, while partnering with founders who prioritise professional growth, support, and long-term earning potential. It’s a win-win situation!”

Logan’s people-first approach has made him the go-to guy for companies seeking elite talent. But, ask him about his biggest achievement, and it’s not about revenue or closing big deals. “I married my best friend,” he proudly shares.

His Estonian wife, Melani, isn’t the only thing Logan loves about Estonia. He also loves running his business from there.

“It’s so easy, all government services are online, and, may I say, 0% corporate income tax: Say no more!”

Sitting Pretty – scaling through testing and automation

In 2017, Logan co-founded Sitting Pretty, a direct-to-consumer beauty brand born out of his own frustration with thin, lifeless hair. By leaning into constant customer feedback optimisation and automation across its supply chain and marketing stack, Logan rapidly scaled Sitting Pretty to serve tens of thousands of customers across Australia, North America, and Europe. With features in Mane Addicts, Refinery29, Daily Mail, The Telegraph, and Business Insider, Sitting Pretty has cemented its reputation as a leader in premium haircare.

Before shifting his full focus to Wilbound, Logan steered Sitting Pretty from a niche startup to a thriving international beauty venture – proof that he can turn personal passion into global success.

Hosts of the Winning Friends podcast Logan Merrick and Dylan Hey

Taking the mic on the Winning Friends podcast

Over the years, Logan’s ability to build genuine relationships, as both a recruiter and entrepreneur, has helped drive his success. His network is wide and is deeply rooted in trust, shared values, and mutual growth.

From a chance meeting with his co-founder to navigating global business and living in many different countries, Logan’s journey is packed with moments where connection made all the difference.

It’s why he’s the perfect co-host for our Winning Friends podcast, where guests share insights on their business growth and how relationships have helped to drive and shape their success.

Logan met his Winning Friends co-host, Dylan Hey, not long after settling into life in Estonia.

What started as a casual conversation between two like-minded founders quickly evolved into a genuine friendship, grounded in shared experience, ambition, and a passion for building meaningful businesses.

Together, they’ve found that Estonia is a great place to do business and find your people.

If you want practical tips for expanding your network, insights from entrepreneurs who’ve navigated challenges firsthand, and stories that show what really works, tune into Winning Friends.

To listen to the latest episode of Winning Friends, check out Spotify, Apple Podcasts or wherever you get your podcasts.

To learn more about Logan Merrick and his inspiring approach to building businesses, you can connect with him directly on LinkedIn.

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Sitting Pretty – scaling through testing and automation

Taking the mic on the Winning Friends podcast