Wellness isn’t niche anymore. It’s everywhere—from nutrition coaching to sleep tech to mental health apps. But as the space becomes more competitive, founders are reassessing how they tell their story. Traditional tactics may no longer be as effective. New strategies are gaining attention and building trust with their audiences.
The Problem with the Usual Pitch
In the past, wellness brands leaned on buzzwords and influencer shoutouts. These tactics worked to an extent, but customers are becoming more discerning. They want proof, not just polished messaging.
Founders can’t just promote benefits. They have to demonstrate their process, share authentic results, and participate in trusted spaces.
Education Is the New Advertising
Founders who focus on teaching, not just selling, are gaining attention. A founder of a hormone balance clinic in Arizona, writes simple blog posts that explain what to expect from each treatment. One article about the difference between blood testing and saliva testing generated new subscribers in a week.
That’s the power of clarity. People want help understanding their bodies. If your brand becomes the trusted source for that knowledge, it can naturally lead to customer loyalty.
A wellness entrepreneur based in New Jersey, hosts a monthly Q&A livestream where he answers client questions about fitness myths, supplements, and recovery. It’s not a sales pitch. It’s targeted, relevant, and genuinely helpful.
Why Founders Are Taking the Mic
An increasing number of founders are stepping into the spotlight—not only as the driving force behind their businesses but also as the recognizable face of their brands. They’re openly sharing their personal stories, values, and motivations, offering insight into who they are, what drives their passion, and how their mission and vision evolved into the companies they lead today.
That’s a strategic move. When customers feel a personal connection with a founder, they are more likely to remain loyal to the brand long-term.
Wellness founders are using tools like Hermes Wire to share their stories with wider audiences. Whether it’s announcing a product launch, landing a media feature, or publishing founder interviews, Hermes Wire helps get the right message in front of the right readers. Launched in 2023, it’s designed to make press coverage more accessible, particularly for growing wellness brands without an in-house PR team.
Community Over Celebrity
The trend is shifting away from big endorsements and toward authentic community-based proof. A founder of a skincare brand in Seattle, started showcasing testimonials from long-time clients instead of hiring influencers. As a result, her email open rates increased once she started highlighting real stories over promotions.
Founders are also coming together to form peer groups, co-host curated events, and develop their own media platforms—such as newsletters, podcasts, and online community groups—that allow them to maintain greater creative control, share insights on their own terms, and build more meaningful, long-lasting connections with their target audience.
Wellness is personal. So is the media that drives it. Founders who educate, connect, and show up with transparency are leading the space—and they’re finding success in new, engaging ways. Reimagining media strategies isn’t a risk—it’s becoming an essential strategy for wellness leaders.
Published by Jeremy S.
