Winning in consumer health means earning a place in someone’s daily routine.
Reformed Scores New Funding
The UK-born functional matcha and coffee brand raised a $22M Series A to scale its DTC subscription business internationally.
- Its products combine instant coffee and matcha with collagen, creatine, vitamins, and functional mushrooms, turning an existing daily habit into a wellness ritual.
- Scaling to $70M in annual revenue in just two years, it plans to use new funding to expand into the US and tap into the functional beverage boom.
Instead of creating new habits, brands like Reformed are embedding nutrition into behaviors consumers already have, creating effortless health rituals.
Whoop Prepares for Its Next Stage of Growth
The wearable company hired former Nike Chief Marketing Officer DJ van Hameren to lead global marketing as it expands internationally and moves closer to a potential IPO.
- The appointment comes as competition intensifies: Apple remains the category leader, Oura continues gaining mainstream awareness, and Google recently launched its screenless Fitbit Air.
- Whoop, meanwhile, is broadening its audience beyond elite athletes, investing in women’s health, longevity, and older consumers while surpassing three million subscribers.
The wearables race is evolving, shifting away from proof-of-concept and towards building a brand that resonates with a much broader consumer audience.
The GLP-1 Market Ages Up
Healthy aging platform Bold added Medicare-backed GLP-1s to its virtual weight management program, pairing medication with strength training, nutrition coaching, and ongoing clinical support.
The context: Beginning this month, the CMS’s Medicare GLP-1 Bridge program provides beneficiaries with discounted name-brand weight loss drugs for a $50 copay. Broadening access and affordability, an estimated 4M people meet needs-based eligibility requirements.
The downside: Side effects from GLP-1s are amplified in the elderly, causing bone and muscle loss they can’t afford to lose. With the temporary program set to expire at the end of next year, outcomes for off-ramping patients could worsen.
The solution: Instead of simply prescribing medication, companies like Bold are building services around it—helping patients preserve muscle, improve mobility, and maintain independence as they age.
