#134: Jason and Colleen Wachob, Co-founders at mindbodygreen

On today’s episode, I’m joined by mindbodygreen co-founders Jason and Colleen Wachob.

Born as a lifestyle media company, mindbodygreen is a 360-degree approach to wellness that weaves the mental, physical, spiritual, emotional, and environmental aspects of well-being together. Creating content with top researchers and medical experts, mbg provides information, products, and connections that guide us to a healthier life.

In this episode, we discuss the couple’s experience building a wellness-focused media platform, and how the company has expanded beyond advertising revenue to include supplements, health coaching, and virtual classes. We also explore emerging health trends such as wearables, mental wellness, and longevity.

In this episode, you’ll learn:

  • mindbodygreen’s philosophy on content diversification & distribution
  • Tips for reaching customers at each stage of their wellness journey
  • mbg’s approach to creating successful products
  • Jason’s predictions for upcoming opportunities in the wellness economy

Links & Resources

Guest’s Links

Episode Transcript

This is a machine-generated transcript. Please excuse any errors.

[00:00:00] Jason:
We believe that Eastern or Western, exclusively, do not have the answers.

The combination of both is very powerful. We like to think we’re leading that conversation, and do a very good job dancing very delicately around the nuance in the conversation.

[00:00:28] Joe:
Welcome back to the Fitt Insider podcast. I’m your host, Joe Vennare.

Today I’m joined by mindbodygreen Co-Founders Jason and Colleen Wachob.

In this episode we discuss the couple’s experience building a wellness-focused media platform, how the company has expanded beyond advertising revenue to include supplements, health coaching, and virtual classes, and we explore emerging health trends from wearables, to mental wellness and longevity.

Let’s get into it.

Colleen, Jason, welcome to Fitt Insider. Thanks for joining us.

[00:00:53] Jason:
So great to be with you. We’re huge fans. It’s such an honor to be able to chat.

[00:00:57] Joe:
Yeah, very much looking forward to it.

I have followed mindbodygreen for a number of years, and at this point you’ve been around for over a decade, so it’s been quite a while.

I want to talk about the evolution of the business and the many things I think are exciting from your end, but for folks who aren’t familiar or maybe as a refresher, can you introduce yourselves and talk a little bit about what your working on?

[00:01:24] Jason:
We are Jason and Colleen Wachob. We are husband and wife Co-Founders and Co-CEOs of mindbodygreen.

Yes, you are correct, we’ve been around for more than a decade. Mindbodygreen was founded in 2009. It started from a personal health journey. I played basketball at Columbia. I graduated in 1998, so I’m old, 47. After basketball I was an equities trader, and was around for 9/11. Like a lot of New Yorkers that event effected me, and I wanted to focus on other things and became an entrepreneur.

Fast forward to 2009. I wasn’t doing well. I found myself living on an airplane. I flew over a hundred thousand miles, domestic, in a year. I am six foot seven. Me in a coach seat is not good for anybody, especially my lower back, or the people in front of me, or in back of me.

The combination of stress from that company not doing well, the flying, not really taking care of myself. My idea of nutrition back then was steak and martinis at the Palm Steakhouse. I consumed so much red meat and so much vodka that I earned my caricature on the wall of the Palm in midtown Manhattan next to Adam Sandler and Joe Namath. That is insane. I’m on the wall.

By, by my idea of nutrition had evolved, silly beat, but not as much, make sure it’s fed and so forth, but embrace the plant-based diets. So I’m having, I’m having all these things going on. My lower back is killing me. I have two extruded discs, L four L five S one combination and the stress, the flying nutrition, not taking care of myself.

I have excruciating psiatica my right leg. I cannot not walk. And so I go to a doctor says you need surgery and nothing against doc surgery, but see it as a last resort. And the success rates are not good.

Anyone who follows basketball, just ask Steve Kerr. He still regrets having that surgery. so he sought a second opinion.

That doctor said the same thing. He said, you need back surgery, but it was almost like an afterthought. He said, you know what, maybe some yoga or therapy could help Colleen. And I were dating at the time. Colleen had a yoga practice. I said, all right. Let’s try a little yoga. So started with five to 10 minutes, really light yoga in the morning and evening started to feel better, started to make a lot of changes in my life.

Start to look at stress, sleep nutrition. Over the course of six months, I went from couldn’t walk to completely healed to this day. I’ve never had back surgery and we’ve had a couple aha moments in the course of my mini agreement. That was the first one, or, you know, I said, everyone’s got.

Health and wellness wrong. Here we go back to 2009. The word wellness was acquainted with the spa. Anything holistic was new age, crazy, you know, preach to the choir of people who lived in the west side of LA, you know, Abbott, Kinney. we all know what that looks like and nothing was really inclusive.

Also you had traditional, you know, health and fitness, which was very five-minute OBS vanity print magazines. And to me, it was clear that there was a huge opportunity and that. No one was, was doing it in the right way. The, the point of view, which I thought was so clear that true wellbeing was a blend of mental, physical, spiritual, emotional, and environmental wellbeing.

And they were all connected. mindbodygreen one word, not three. And that was the inspiration for launching the company. And starting with content. Content is power. content is education and saw the opportunity to that. There was something much bigger for us. That’s sort of like how it all started. So if you go to mindbodygreen, you know, but he was walking through those pillars.

We are content first, I would say branded platform. And that’s how we’ve evolved. And it’s been a fun evolution over the course of the last coming up on 13 years.

[00:05:40] Joe:
Yeah. It’s certainly the, the journey of discovering that for yourself and then figuring out, Hey, how do I get this out there into the world in a meaningful way? And I’m sure over the years has kind of evolved at this. Can you just talk about, give us a sense, whatever kind of metrics you would point to, whether it’s head count or viewership, how big is the company and platform and kind of, how has it taken that form?

[00:06:03] Jason:
Sure. So a lot of things to touch on here. So, in terms of viewership, in terms of We reached 16 million unique visitors globally on a monthly basis. We reached 10 million unique visitors monthly in the United States. were approaching about 60 employees here in terms of revenue.

We have multiple business lines, our advertising business as an eight-figure business. We have a CPG business which consists of supplements and personal care products that we sell. Pretty much exclusively through mindbodygreen.com. That’s approaching an eight-figure business at a run rate, like right now, on a run rate basis.

And then we have an online education business, which is a seven figure business. And we recently launched a health coaching product, like just now, which we’re so excited about. And we’re excited to see what the true potential, we have very high hopes for that business and the ability to scale. And so those are sort of.

Or business lines and metrics that we pay attention to. Do I miss anything? No, I got it covered.

[00:07:08] Joe:
Yeah, I think starting with, as you put it, the content as being like the fuel, and we think of it very much, even at fit inside of right. It drives the flywheel that enables us to do a number of other things. In your case, this starting around the, the wellness and the various aspects as you described them, how do you think.

You know what qualifies, like what goes onto the site from a publisher’s perspective? Oftentimes health and wellness can be very kind of like woo. And over the top. and certainly there’s no shortage of like different personalities, you know.

This guru aspect of it. So how do you navigate that landscape, and and make sure that it is something that instills trust and confidence in the audience.

[00:07:53] Jason:
So I’ll start and I’ll let Colleen finish with this one. And so when my brother green started, I would say we were very curious and we were smart enough to know. We didn’t know. and so even though some of the content originated with Colleen and I writing it in the process, we wanted to reach out to the best experts we could find functional medicine, doctors, fitness professionals, holistic practitioners, licensed acupuncturist, and so on.

And so you got, we got to go, go rewind. This is we’re in 2009, 10, 11, 12, like Instagram wasn’t even a thing. And so. If you talk to people, other entrepreneurs our world, a lot of them know us for our community of contributors, having diverse, multiple points of view with an emphasis on. Practitioners with letters after their name or it’s PhD, Lac MD, and lots of different types of letters.

And so that’s always been very important to us. I think, presume out to the state of the world right now, we believe in nuance. We believe in multiple points of view. We believe in being a safe place where you can share a point of view. But if you’re going to have a point of view, It’s got to have science behind it, there needed to be guardrails.

And so we take a lot of pride in that some members of our community, our community is vast in terms of contributors. couple of people who have called us the United nations of wellness, we think that’s it. That’s a good thing. we believe the nuance. We believe that. Eastern or Western exclusively do not have the answers. And the combination of both is very powerful. And we like to think we’re, we’re leading that conversation and do a very good job of dancing, very delicately around the nuance in the conversation. And yeah.

[00:09:42] Colleen:
And what that means on a practical level from a rigor standpoint is we have. Hundreds of expert reviewers who are overlooking every piece of content.

We have in-house PhDs who are looking over the science and expert reviewing content. And when we think about a topic area that we want to touch on, we want to ensure that the mind body green POV is going to be different than anything that you find from an, a conventional source, like a web MD. And what that means is the types of experts we draw upon will likely have a more.

Functional or integrative POV when it comes to the types of advice that they’re offering and the content that you’re going to find on these search results is just fundamentally different than when I would consider the mainstream health media.

[00:10:29] Joe:
I think, and you can kind of. Correct me if I’m wrong or maybe, steer the narrative maybe in a different direction, but from the outside, right. When you think about maybe comparable sites or strategies, a few come to mind that are doing this, put in the wellness industry. So like a welling good or a Goop, right.

Where you’re taking these different aspects and you have different types of contributors or personalities. And then. Creating different business lines around that. I definitely want to get to the different business lines aspect of it, because I think it’s super interesting. Do you think of yourself similar, different or how would you differentiate from those comparisons?

[00:11:08] Colleen:
Nope. When I think of the content of commerce space, I’m really more inspired by people who are outside of wellbeing. I’m thinking about people like food, 52, I’m thinking about people like and the common thread in kind of all of these platforms has been, we’ve all been at. For a decade or so. And why that is, is because as, as you know, and, and anyone who spends a lot of time in the content space, it takes years to build the engine and millions and millions of dollars.

It’s not something that in a post meta world, you can just say, oh, I’m gonna, I’m gonna invest more in content. And that ROI happens. So, so far down the line that it really has to be a thoughtful and diligent. Investment. you know, and, and you mentioned Goop. I really think of them more as a luxury brand and not really people who are focused within wellbeing and what we offer within mind, body green from a wellbeing standpoint is we’re reaching wellness, newbies.

And then we are re reaching people like us, who are the wellness committed, who are practitioners, who are drinking the metaphorical compute chef, and want to go. And I don’t know of any other branded platform media site, who’s able to service both of those groups. People do a good job with one or the other, but can’t speak to the whole broad,

[00:12:26] Jason:
I always like to come back to the pillars here, mental, physical, spiritual, emotional environment.

And to me that is the point of view. As we talk about the health and wellbeing conversation, that is it because you could be exercising and meditating and doing, and wearing all those, the wearables. And you’ve got all the gadgets, but like you’re putting toxins into your home. Like it’s going to negate all that good stuff.

And I remember early on when we launched, I got a lot of why the green, I don’t get it. Now. Everyone understands that conversation. I think we believe leading the conversation on the environmental side. You know, I think about the mental, emotional, spiritual part of the equation.

You know, I remember with Colleen, she knows where I’m going to go. Five years ago, we were sitting in the office of a very large fortune 500 advertiser and they, they, believe we have too much content around mental health on the site. I think you’re smiling. That’s almost a conversation now. And so in so many ways, I think we’re the only player that has that point of view that touches all pillars of health and wellness.

And I think that’s important. Yeah. And we

[00:13:39] Colleen:
Tend to talk about these topics before they enter the

[00:13:42] Joe:
I think that, yeah, the mental health piece, the, you know, the spirituality, the, even some of the quote-unquote green aspects, all those things as driven home by COVID and the pandemic, like what, we’re not only how we’re living those habits, but the world around us, the air quality, the, you know, having, you know, plants in our homes or being in an environment where we have access to green spaces like sunlight.

Those things weren’t as much in the conversation. So yeah, I think kind of leading the way on some of those things is important. one more question down the path of, focusing solely on like the content and the media aspect. distribution, right. That has over the years changed so many different times.

It’s a constant kind of shift. How do you think about the, how you’re distributing this content and reaching audiences now in a world where it’s, you know, at one point it was maybe just Google and SEO and then it was primarily Facebook. and then of course, you know, you have Instagram and now it’s so many different things.

What does that look like from a distribution standpoint at this time?

[00:14:44] Jason:
We believe in omni-channel, we believe in putting our content everywhere. You know, we have our own podcast. We’ve invested heavily in Google and search we’re on every social media platform. we have an email newsletter. our articles are picked up on the, there are tons of platforms, you know, whether it’s apple news or th there’s a lot out there.

Yeah.

[00:15:09] Colleen:
And it’s a very diversified approach to distribution. And when we think. No particularly what we’re doing within SEO. It’s not a growth at all costs. There’s easier ways to just provide top line growth, which would probably placate a lot of our partners within the advertising space, to see that, you know, there’s, there’s higher numbers, but we are really focused on building a health forward audience, people who care deeply about health, nutrition, and all that.

And that is clearly more competitive than some of the easier ways to build through search. and th the beauty of the referral platforms is that your content is constantly reaching outside of your ecosystem. So you’re able to tap the people within your ecosystem through your owned, operated channels, but then also reach new people through referral platforms and other distribution channels.

Right? I

[00:15:58] Jason:
Think our approach to content and also running our business has always been. More of a mindful approach and we’ve never embraced growth at all costs, whether that’s growth at all costs in terms of content and scale scale for the sake of scale or how we think about our products and our, and our business and spending way too much money on Meta.

Like a lot of brands are painfully learning about right now. That’s just never been our approach. we, as a mission driven company, Believe in the power of profitability, it allows you to stay true to your mission. when you are unprofitable, it often forces you to make decisions that aren’t necessarily right for the brand for, for, for the mission, and potentially puts you in a compromising situation.

And as a mission driven business, profitability’s always been. Core for us. And we’ve been profitable for 15 quarters in a row. I lost count. you know, so it’s just, it’s just something core and we just don’t buy into the growth at all costs for a mission-driven company. It’s just not right.

[00:17:01] Joe:
And I guess down that path, we can kind of pivot to the diversified revenue and thinking about content and commerce. We mentioned a couple different companies, obviously there’s the Goops of the world who have an approach doing that. But as you said, Colleen outside the scope of health and fitness and wellness, I agree.

There are so many compelling concepts, food, 52. Recently, if people don’t follow, they acquired Schoolhouse Electric and are doing a lot of their own products. you have someone even in a way like Barstool sports, who does it from like a gambling and content side sports.

Sure in completely different.

And then even, even another one, you mentioned a Hodinkee you were doing it with like the watches, which is incredible to watch what they’re doing from a very niche audience, but also building a big business. And the last example I wanted to throw out was a meat eater, which is doing it for like the hunting space and launching their own products, acquiring, Product brands as well.

How are you thinking about that? I even looking at the website from the supplements to the courses, to now health coaching, quite a few different kind of revenue business lines, where do things stand? How is that evolving?

[00:18:10] Jason:
So I think our approach two products is somewhat unique in that. Yeah, everything comes from a place of mission and all the products we have. So like the supplements and personal care, you know, none of them are white labeled products. We spend years bringing the supplements to life. It started from a place in mission we’re just quickly, you know, I’m 47.

My father died heart disease at 47. We’ve got two little girls a couple of years ago. I wanted to get more sophisticated around testing beyond like cholesterol. Blood pressure. And I have access to every great doctor. So I’m like, why aren’t I doing this? And so did a whole bunch of labs and it turned out everything’s fine.

I’m fine. But I had this one marker homocysteine, which was way out of whack. for context homocysteine, is an indicator of potential blood clotting. It’s like inflammation in the blood. So clotting in terms of pulmonary embolism, which Colleen also had. During a flight about a decade ago. So I was familiar with that.

Very familiar did not want the pulmonary embolism stroke aneurysm. And you want your, your levels under 15? Mine was 63. And I remember my Dr. Frank Lipman, called me and said, I think it’s a mistake. Take it again. Took it again. It wasn’t a mistake. He messengered NeoCon. I didn’t go to direct. I was very unlike me cause usually I go straight to Dr..

Yeah. Which is very unproductive. Most of the time I did not do that. He messengered me. I was like, what do I do? Frank surgery medication, not opposed to these things. He was like, my diet’s pretty good. He was like, you’re not, methylating properly. You have the MTHFR gene, which like half the population does.

And the only thing you can do is supplement with a cocktail of BBB. Messengered them over that I knew it was very serious. He live in New York. He could have sent them to get on a date. Messengered him over by homocysteine, went from 63 to 23, over 30 days. And eventually in this range between 12 and 15, which is sits today over 60 days.

And so I then became obsessed with talk Jevity and supplements and said, okay, I have this problem. A lot of people, other people have this problem. What other problems out there do people have? And is there an op we always believed in supplements, but we came really believers and started to focus on bigger problems that people have.

And could we really create science backed efficacious products? And the answer is yes. And it was a two year process. So that led to our supplement line. And so, and everything we do from a product standpoint, whether it’s our CPG or even our online education with it, with our health coaching product, you know, is it on mission?

Can we do something really innovative that’s best in class and we’ll do it. And that’s been our approach where I think other content to commerce properties have done a little bit of, you know, there’s some innovation, I think there’s some white labeling. I think there’s some marketplace. Not, those are all great, but for us, it started with innovation, you know, can we really innovate it?

We would never create a new product that was just similar to everything else, you know, can we really innovate and do something that works? And then it was the opportunity size big enough. And that’s been our approach to products and it’s taken a while. And now we’re in this place though. That’s exciting where we have on the CPG side, about 15 skews.

We’ll be at 30. By the end of the year. And that’s actually been a lot, much longer process.

[00:21:50] Joe:
And the development of that. I think the, you know, the first thing everybody wants to do is they want to do Merck. They want to do like some type of clothing. They want to do a collaboration. They want to do, you know, the low-hanging fruit, I guess, like, you know, a tote bag or water bottles, or, you know, some of the things that you would think of is like someone going to a yoga class, are you.

To, to go down these different paths, like the CPG skincare or supplements, is this surveys, is this talking to the community or is this kind of like reverse engineering it from the traction you’re getting on different articles or maybe some combination of all the above.

[00:22:25] Colleen:
It’s a combination of art and science and within supplements, it’s always starting. Okay. W w where do we think we can create a product that’s truly unique that that people need. And then as a part of the art it’s looking at, okay, w where’s our content authority here? Is this something that people are coming to us for?

We know that content is our primary driver of new customer acquisition. So is this a place that we currently went in or that we think we can win and understanding what that opportunity is? Because it will give us a good proxy. For our success and, you know, there’s, there’s things we do that, you know, kind of follow that formula and then there’s things that are innovative and cool that we’re just like, well, we know our community with within mind, body green will really respond to the innovation of it.

So it is this art of balancing kind of what are those maybe bigger company metrics and market share addressable market combined with understanding like the softness and kind of nuances of our community.

[00:23:23] Joe:
And then down that path, I think one of the things is I’m, you know, I’m kind of thinking of it through the lens of another operator who is going through these kinds of conversations with themselves or their team in terms of. Something internally to a community. We hear so much about that. Like build the community first or build the audience first when it comes to then introducing these products or initiatives or what have you to them. Is that just a matter of, Hey, you run that, like you would another advertiser coming to the site and putting those placements and integrating them into content, or is there a more formal launch or even kind of like go to market more broadly?

[00:23:58] Colleen:
Yeah, there is a robust ecosystem and, you know, w w we use the word community a lot, but I really think for us, it’s more of an ecosystem. I, when I think of community, I think of maybe like Facebook and IgG and kind of like this direct line, but there’s just so many pillars through which we’re reaching and touching people through, through our ecosystem.

So what that means is, you know, Jason’s having. The podcast conversations. No, that’s typically reaching a more health forward customer. who’s farther along on this health and wellbeing journey who really responds to super expert credentials who are sharing information, that’s at the forefront of science.

And that is just a different person from a persona standpoint than the day in content that reaches some of that person, but also reaches someone who’s. On an earlier track of their wellness journey. so we think of, you know, all of our social channels, all of our content channels, you know, the podcast and how do we tailor the message to that person on their wellness journey?

[00:25:00] Joe:
Yeah, it makes a ton of sense. one thing I wanted to ask about too, in terms of the different business lines and also something that I think was kind of in the works and then maybe one away during COVID, live events, whether that’s kind of like the more physically active or more like educational, where does that stand?

[00:25:20] Jason:
Great question. It was, very, we were just came back from expo west. And if we had a nickel for every, person who said, when are you going to do events again, events would be back at that seven figure businesses. It was overnight, you know, events where it’s a big part of, of, of what we did. It was, it was a

[00:25:35] Colleen:
Twenty-five percent of our, our total revenue.

If you go back to 2019, so. W we probably over-indexed it on that, which I think is a wonderful thing compared to other publishers and media companies. If you would use that moniker to describe us, because we did have a group of rabid followers who wanted to travel across country. to go to this. So we’re personally really eager to bring them back.

We see the demand at the consumer level. The reality from a business standpoint is that when we run events, we need them to be profitable because it’s a great, an easy way to spend a lot of cash otherwise. And, a lot of our advertisers. Help underwrite these events and they still have a little bit of cold feet.

So I think we will, we will have a bigger presence when they are ready to

[00:26:23] Jason:
Roll. W we would love to do them, or we’re ready for the market to tell us when the right time is, but we’re ready. We love events or events. We’re very special. Or our last event was this event called Revitalize, which was our annual events.

We started in 2014. It was an invite only event. People would have to apply. We buy out our resort. it was like the who’s who of health and wellbeing. So like our last event, John Mackey, the founder and CEO of Whole Foods opened and then Deepak Chopra closed and everything in between was every great MD you could find.

It was amazing. So we’d love to do them again, but the market will tell us what.

[00:27:00] Joe:
Yeah, we’re starting. I feel like it’s moving in that direction. so it’s only a matter of time at this point. I guess shifting gears as we get towards the end of the conversation, I also wanted to ask and this circling back to that point around, Hey, we want to kind of be, you know, we want to lead the way with coverage of certain topics or aspects of wellness.

Is there anything. Is kind of bubbling up now that you’re looking at, or I’ve identified as being more a part of the conversation or that people should be aware of in terms of either trends or opportunities or however you think about that.

[00:27:35] Jason:
I think there are a couple things. There’s like the micro and the macro, I’ll touch on the micro. I have a feeling I know you’re going to say. on the, on the micro, you know, obviously is you see my hand, I think the wearables I’m wearing an Oura and a Whoop, tracking is very interesting and moving very quickly.

And I think it has legs and I still think they’re gonna be. Bigger players coming in, you’ve written extensively on this subject. I’m a data junkie and I think the next phase is, is going to be more around actionable insights. you know, what do I do with all this? You know, okay. My HRV dropped and you know, all right, I go drink more water, like kind of, you know, maybe lay off the booze for a water or breath work, you know, but like really taking it to the next step.

I think. It’s a bigger conversation. I think everyone loves the idea of personalization, but I think personalization has a long way to go. It’s a little bit more about customization personalization. You can do, if you have a limited financial resources thing, Peter, Teal’s probably doing it right now. but I . Think for most people we’re, we’re not quite there yet.

I think that is very interesting. Breathwork is obviously something that has tremendous legs. There are a lot of people having success in that space. We take 20, I think 25 north of 25,027 breasts a day. Don’t really think about it. we love the simplicity of it. I think James and duster put it on the map.

Just breathe through your nose, keep your mouth shut. It’s pretty simple. It’s going to get you like 90% there, 80% there, which I think like 80 20 is where you’re going to go on the macro, but

[00:29:25] Colleen:
Maybe I’ll surprise you then the macro level. We talked and started this conversation around mental health.

And, you know, over the past two years, we’re all carrying some sort of scar tissue from the traumas that we’ve endured, whether it’s a big T trauma or a little T trauma, but all of the collective impact of these microtraumas, I think we are still figuring out what are the tools that we need to help us.

Survive and thrive in this, in this new normal. And I’m thankful that the conversation’s been normalized everywhere from, you know, places like TikTok to whenever we write about trauma fortunately, or unfortunately the piece does extraordinarily well. I also think the conversation around longevity has evolved.

It used to be something that I was a Silicon valley. Biohacker I’m trying to live to be 150. And now I think we’re putting a little bit more of a democratic spin on it, of, Hey, when I’m 90, I want to be able to pick up my grandkids, go on a walk and really thrive and live a complete and fulfilling life.

And you know, the goals of wellbeing and longevity to me are so overlapped and so similar in that we want these years to, to release rive and to live complete and fulfilling lives. However, however you define that for yourself.

[00:30:39] Jason:
I think the Y. It is very important. The why behind why health and wellness is important.

It’s an important question that I think more people are starting to ask themselves, why do I want to live longer? Like maybe I want to be around to be with my grandchildren and pick them up. Why do I want to be fit or why? And I think it allows, you know, it’s coming back to joy, happiness. and I think those are critical questions coming out of, you know, we’re in the middle of the mental health.

[00:31:09] Joe:
Yeah, I think all that very well said. And a lot of the things that we’re thinking about as well, and trying to write about, and I think to your point around why that, and connecting the dots. I think just like that overall integration of so many of these things, as you mentioned, you know, one word, not three, even in terms of mind, body green, but if you look at all these other trends from like mental health to longevity, to biomarkers, to data, to personalization, it’s like, okay, great.

So many of these things still live in these silos. And I don’t know, even, I don’t know how to integrate them. And like I’m thinking about it and trying on a daily basis. And then even one step beyond that is like, okay, now from like a meaning standpoint, what, what does this mean going forward? so yeah, we’re thinking about a lot of the same things.

It’ll be exciting and interesting to see how it plays out. And why one last question and wrapping up before we get you out of here. what should we be on the lookout for or anything you’re particularly excited about as it relates to mindbodygreen and everything you have going on?

[00:32:11] Jason:
Well, one from a innovation standpoint, as I mentioned, we’re about 15 skews. We’ll double that number. By the end of the year, which is really exciting. And in terms of innovation, we think we’re doing these products are efficacious. They’re scientifically driven. They work they’re exciting. So that’s something.

And then. Our health coaching certification is brand spanking new, and that is a program we’ve worked on for over a year. there is a board certification. we are big believers in empowering people to be the change they want to see in the world. And I think the silver lining of COVID telemedicine is widely accepted.

People are taking health and wellness more seriously, more people are aligning with our point of view, the mindbodygreen point of view. And with that said, a lot of doctors don’t have the ability to take on new patients to spend more than 15 minutes. And health coaching is here to stay in New York times that a big piece on this.

It is a huge opportunity. And so we’ve spent the past year creating this board certified program, which we’re just starting like now. And so we’re just so excited to bring this offering out, to empower people, to make a career change, or actually become a coach and build clients and help spread the spread, the gospel of health and wellness and real behavioral change where people do empower their families and communities.

And that’s just something we’re so thrilled to get out there. so far so good. It’s like happening right now, doing a lot of refreshes, but I think that those, the, and then, and then, you know, content, you know, I mentioned the scale, we have the 10 million in the U S and the 16 million globally.

We’re just really excited about the opportunity to create more content that’s value-add, that has a mindbodygreen point of view, and can help reach people wherever they are in their wellness journey.

[00:34:15] Colleen:
You brought up the word integration. That resonates with us so much personally and for the mindbodygreen brand of how do we take all of these well-being tools and help people integrate them into their lives, so it’s not something extra, something else that I have to do, but becomes a sustainable accountable piece of their lives.

[00:34:33] Joe:
Whether it’s the health coaching, some of the products, the content, what’s the best on-ramp to point them to? Where should people check it out?

[00:34:43] Jason:
Yeah, go to mindbodygreen.com, mindbodygreen on every social channel you can find, and mindbodygreen podcast. We’re everywhere you are.

[00:34:53] Joe:
That’s it. You got to do it. That’s what we’re trying, as well.

I appreciate you both making time to chat today. Super excited to share the conversation. We’ll definitely be following along as the products continue to grow and the health coaching continues to grow.

Thanks again for taking time to share today.

[00:35:09] Wachobs:

Thank you so much, Joe.

Breaking down the business of fitness and wellness

Subscribe to receive industry headlines, trend reports, and investment activity — delivered every Tuesday.

    No thanks.