Health and Wellness Strategy
The wellness brands that win will sell agency, not information.
The market is saturated with content. It's starving for clarity.
The health and wellness category is experiencing a paradox. Consumers have more access to health information than ever. Podcasts, newsletters, wearable data, supplement stacks. And yet most people feel less capable of making health decisions, not more.
That gap between knowledge and action is where the next generation of winning brands will be built. Not by adding more content, but by creating products, experiences, and communities that turn information into behavior change.
I call this the Personal Agency Gap. The companies that close it will own the next decade of consumer health.
What I Do
Health and wellness brand strategy for founders who move fast.
Brand Positioning
Where your brand sits in the consumer's mind relative to the category. What you own, what you don't, and why that distinction drives revenue.
Product Strategy
What to build, for whom, and in what order. Starting from existing behavior, not aspirational TAM slides.
Go-to-Market
Entry point strategy: find the narrowest wedge where behavior already exists, dominate it, and expand from strength.
Community Architecture
Building the membership layer that turns customers into evangelists. Where community is the moat, not the marketing channel.
“Ryan understood the performance nutrition consumer better than most people inside the category. He identified where behavior was already shifting and helped us position ahead of it.”Sundance DiGiovanni / Founder, CTRL
Who This Is For
Founders and operators in health, wellness, performance, and longevity.
You're building a consumer health or wellness brand and you need strategic direction on positioning, product, and market entry. You're past the idea stage but not yet at the point where a full-time CMO or CSO makes sense.
You want a strategic partner who has operated across multiple categories and can apply cross-sector pattern recognition to your specific challenge.
Typical clients include wellness DTC brands, performance nutrition companies, health technology platforms, longevity-focused startups, and fitness and recovery brands.
Building in health or wellness?
Let's talk about where behavior is already shifting in your category.
Get in touch