Go-to-market for supplement and wellness brands
Shoppers want a product that fits them, the rules on what you can say are strict, and every shelf, search page and feed is crowded. We build the plan around all three: a clear reason to buy, economics that hold up, and claims your counsel can sign off on.
Over $10M
Vitamin Advisor online sales, up from under $1M
$23M
FRS beverage and supplement media budget
Tim Tebow
National athlete partnership at FRS
17,000
Blue Cross Blue Shield of Arizona quotes, plus 2,000+ opted-in leads
From our founder’s earlier roles. All were team efforts. Details below.
Where supplement brands get stuckFour problems we see in almost every supplement brand
The search page looks the same.
On Amazon and in search, every bottle promises the same benefit. We find the reason to buy that only you can claim.
The claims rules are strict.
The line between “supports restful sleep” and a disease claim can get a listing pulled. We plan messaging around the rules, then bring in your counsel before launch.
The first order isn’t the profit.
Supplements make their money on the second and third order. We design subscription, reorder and retention from day one.
Retail is a different business.
Natural, grocery, drug and mass each have their own buyers, margins and timelines. We plan the channel, the price and the pitch before you sign.
Compliance has been part of the job his whole career
In supplements, what you’re allowed to say matters as much as what you sell. Our founder has built marketing inside regulated categories his whole career, so claims are planned from the start, not fixed after legal flags them.
FDA OTC drug monographs.
To call a product an antiperspirant or a dandruff shampoo, you follow an FDA monograph and prove it works. We did it at Dial and Innovative Brands, including Pert Plus and Sure.
EPA and CARB rules.
Product and fragrance compliance at Bath & Body Works and Dial, including California Air Resources Board standards.
Claims validation.
Every claim tied to support before launch, at every brand from Bath & Body Works to FRS.
Insurance advertising compliance.
Formerly licensed in health, life, and property and casualty insurance, and marketed under those rules at Blue Cross Blue Shield of Arizona.
Medicare sales certification.
At Blue Cross Blue Shield of Arizona, our founder held the annual compliance and product certification required to sell Medicare Advantage (Part C) and Prescription Drug Plans (Part D), which most marketers never take, and presented plans to seniors directly.
Financial marketing compliance.
Marketing under FINRA and SEC rules at Longboard Asset Management.
We bring that discipline to your claims and messaging, then your counsel or regulatory expert gives the final sign-off. We’re not a law firm and don’t give legal advice.
Who this is for
Supplement and functional beverage brands.
You have a product people can benefit from and a crowded shelf, search page, and feed. We sharpen the reason to buy and the economics behind it.
Wellness and health services that sell by quote or enrollment.
Insurance, memberships, programs, and plans where the sale starts with a quote, a call, or an opted-in lead. We build the funnel and measure every step.
Brands entering a regulated category, or moving from DTC into retail.
Natural, grocery, drug, and mass each have their own buyers and margins. We plan the channel and the claims together, using the same retail and pricing work we do for every consumer brand.
What we do
One strategy across product, channel, and message, tied to the numbers your buyers and investors care about.
Personalized recommendation tools
Guided quizzes and evaluations that match a shopper to a regimen or a plan instead of a generic shelf, the approach behind Vitamin Advisor.
DTC and ecommerce growth
Acquisition, subscription, and repeat-purchase design run on customer acquisition cost, lifetime value, and margin.
Retail and channel entry
Pricing, margin, and rollout planning for natural, grocery, drug, and mass, so the shelf pays for itself.
Claims-aware campaign planning
Messaging, offers, and endorsements planned around the claim rules that trip up most wellness brands, then reviewed by your counsel or compliance team before launch.
Lead generation and enrollment
Quote and opt-in funnels, retail kiosks, events, and broker channels, with leads you own and can measure.
Partnerships and ambassadors
Athlete, expert, and creator partnerships that fit your claims and your buyer, like the national program our founder led with Tim Tebow at FRS.
Put the product in people’s hands
From our founder’s earlier roles.
Shoppers trust what they’ve tried. Our founder led brand and influencer strategy at FRS, from street sampling and event activation to the national Tim Tebow partnership, run against a $23M media budget. We plan sampling and partnerships that tie back to sales, not just impressions.
Test it in the store before you scale it
For Blue Cross Blue Shield of Arizona, our founder pitched retail partners like Food City on a pilot-first plan with three options, from lightest to heaviest:
- In-store media: co-branded signage on health and wellness.
- Unstaffed interactive kiosks: a touchscreen that educated shoppers and built a personal quote, while measuring traffic and interactions without permanent space.
- Staffed pop-up centers: a store-within-a-store in high-traffic locations, plus conference booths for community events.
The program produced 17,000 quotes and 2,000+ opted-in leads. For a supplement brand, the same approach works with a recommendation quiz, sampling and a retail pilot before a full rollout.
Community events
Conferences and community events reach shoppers where trust is already built. For the Hispanic Women’s Conference, the booth paired education with Spanish-language service and wellness benefits.
Planning a retail move? Get the free Retail Readiness Checklist →
From our founder’s earlier roles.
Social and creator programs
100,000+
followers
8 months
from scratch
Followers come from content worth sharing. Our founder built the Arizona Hotshots brand from scratch in 8 months to 100,000+ social followers. That growth came from content like the team’s hype intro videos and the retirement of number 19 to honor the Granite Mountain Hotshots of Prescott, a moment that tied the team to its community. We run paid social, organic content, and creator partnerships against CAC and margin, not follower counts.
Results from our founder’s track record
Our founder has worked across supplements, functional beverages, and health insurance.
Over $10M
Annual online sales at Vitamin Advisor, up from under $1M
Our founder built the ecommerce platform for Vitamin Advisor, a personalized supplement recommendation tool from Healthy Lifestyle Brands (formerly Weil Lifestyle), and grew it with paid search, affiliate, SEO, and SEM.
$23M
Media budget created and managed at The FRS Company
Traditional and digital, plus ecommerce and emerging media for FRS beverages and supplements. Our founder led brand and influencer strategy, including the Tim Tebow partnership.
17,000 quotes
And 2,000+ opted-in leads for Blue Cross Blue Shield of Arizona
Consumer outreach ahead of the Affordable Care Act through retail kiosks at national grocery and drug chains, conventions, and brokers, the largest channel.
GradGuard: the go-to-market foundation for a growing insurtech.
In a six-week engagement, our founder built GradGuard’s first buyer journeys and personas for students and parents, its content and influencer strategy, and the measurement framework its team ran with. Since then, the company has raised funding and grown its school partnerships tenfold.
These results come from our founder’s earlier roles and were team efforts. Your results will depend on your brand, category, budget, and starting point.
How we work
The same Audit, Design, Deploy process we use on everything else, scoped to health and wellness.
Where you stand
Positioning, the claims you can support, and the funnel and margin by channel, before anything changes.
The plan and the tools
Offer, price, channel, and message, plus the tools your team needs, such as a recommendation quiz, quote flow, or buyer pitch.
Run it and review monthly
We build or coordinate the work with your counsel in the loop, and review one scorecard with you every month.
Launching or relaunching a supplement?
Basecamp is a 30-day, strategy-only engagement that builds your go-to-market foundation: positioning, competitive teardown, messaging with claims in mind, channel plan, unit economics and a KPI scorecard. Every deliverable comes as a one-page visual and a written plan.
Go deeper
- Product-Market Fit Isn’t a Feeling
- Retail Readiness Strategy: 4 Things Buyers Want to See Before They Say Yes
- Small Voices, Big Reach: How Micro-Influencers Can Amplify Your Brand
- Why Your CPG Brand Isn’t Being Found: The New Digital Discovery Stack
- Ecommerce and growth marketing for consumer brands →
- Sports and live events marketing →