Feelable Wellness

The era of faith-based wellness is over.

Consumers used to buy a supplement because it was "good for them."

They'd take it for months on pure trust. No feeling. No feedback. Just belief that it was good for them.

That consumer is fading fast.

The wellness brands that win from here will do one thing: induce a feeling.

It feels obvious, but IMO this is where most wellness brands miss.

And here's the non-obvious part - there are two kinds.

Product feeling. You consume it, you feel different.

Brand feeling. You buy it, you feel like you belong.

You can win with just one.

Look at Cadence. It's hydration. Electrolytes are electrolytes.

Do you physically feel different drinking one? Not really.

But you feel something being part of that brand. That's the product.

Now look at why sauna and cold plunge experiences like Othership are exploding. They're doing both.

The product feeling: immediate, undeniable. You feel it in 60 seconds.

The brand feeling: the community. You meet new people and join a culture.

Product feeling + brand feeling is what the new successful wellness companies aspire to create.

With Graymatter, we nailed the product feeling. There was a gap in the market for a feelable cognitive wellness.

Graymatter Bright Mind was formulated to be the first cognitive supplement you can actually feel. Not subtly. Unmistakably.

People wanted something more powerful.

Our marketing started working best the moment we stopped telling people what was in the package and let customers tell the story of how it makes them feel.

IG Reels of recorded customer calls and thousands of reviews saying "I can feel this working" outperform any ingredient education content we make.

That's the product feeling. The brand feeling is what we're now building around it.

Increasingly, the product “feeling” can earn a check from seeing changes in biometrics like your WHOOP. Even if you don’t actually notice it happening. The positive metrics dashboard is the feeling. Seeing your numbers move IS the feedback loop.

Yesterday Novisa M. Petrusich slacked Joe Siegel and I to share that he’s convinced IM8 Health has him putting up PRs in the gym despite being older and smaller than his peak D1 football days. He made sure to note no peptides are involved :) …Just Graymatter, IM8, and Mars Men.

He's for sure going to let the second IM8 subscription order process successfully.

A personal biometric example for me is Mars Men. I can’t say I felt all that different from taking it, but my Testosterone went from the 600s to the 900s after just one month of consistency.

Safe to say I’m not canceling.

A new wellness brand may get an initial purchase with slick performance marketing, but that customer isn’t coming back if they don’t feel something or see it in their data.

So the main question in wellness now is: what does your customer feel?

What other brands are excelling at this?