FEATURE FRIDAY: Greg Guldberg on Helping People Navigate Diabetes

NAME: Greg Guldberg

TITLE/COMPANY: Founder/Owner at Direct Diabetes

WEBSITE: DirectDiabetes.com 

If you ask Greg Guldberg what success looks like, he won’t point to a flashy office or a fancy car. He’ll talk about the handwritten thank-you notes, the phone calls from patients, and the parents who breathe a little easier knowing their child’s Continuous Glucose Monitor (CGM) will be on their doorstep in the next day or two.

For the past three decades, Guldberg has quietly built Direct Diabetes, a Scottsdale-based business that ships life-saving diabetic supplies—like CGMs and insulin pumps—to people across Arizona. What started as a small venture has grown into a trusted resource for thousands of people managing diabetes. In fact, Direct Diabetes just celebrated its 30th anniversary.

We spoke with Guldberg to learn how he started this business so long ago.

What inspired you to start Direct Diabetes?

People with diabetes either don’t make enough insulin, no insulin, or can’t use insulin properly. Insulin is a hormone that helps regulate blood sugar (glucose), which is the body’s main source of energy. They need tools like Continuous Glucose Monitors (CGMs) and insulin pumps to keep their blood sugar at the right levels. When I was younger and working in medical sales, I learned how it was a hassle for people to get these supplies, especially navigating the insurance paperwork, so I built this business to handle that process. Direct Diabetes ships the testing supplies people need directly to their homes and handles the insurance paperwork.

What are you most proud of regarding your business?

Hearing from customers who feel less stressed and more supported—that’s what keeps me going. We work really hard to provide personalized customer service (which is becoming more rare nowadays). Direct Diabetes has almost five stars on Google, and we’re really proud of that.

What sets Direct Diabetes apart from other providers?

We treat people like family. We follow up, we care, and we make the whole process easier.

Greg and Rebecca Guldberg co-own Direct Diabetes. Courtesy Greg and Rebecca Guldberg

How can people learn more about Direct Diabetes and diabetes in general?

On our website DirectDiabetes.com, you’ll find links to our social media and YouTube channels, as well as our new podcast where we discuss the latest on diabetes research and speak to experts to learn tips and tricks on how to manage diabetes most effectively. You can catch the podcast on Spotify, Apple Podcasts, Amazon Music, and iHeart Radio. If you’d like to record an episode, email my wife, who handles our marketing: Rebecca@DirectDiabetes.com.

When you’re not working, you spend your time …

Golfing at one of Arizona’s incredible golf courses and traveling with my family.

Favorite indulgent food?

Ice cream.

Favorite Scottsdale restaurant …

Mastro’s Ocean Club.

Your favorite thing about Scottsdale is …

The weather. I’m originally from Minnesota, and I would much rather play golf in the summer heat here than shovel snow there.

If you could change one thing about the world, what would it be?

I’d make healthcare easier to navigate for everyone—less paperwork, more people-first care.

The Guldberg family. Courtesy Greg and Rebecca Guldberg