Show Notes:

In this episode, Heidi sits down with Phil Hixon, VP of Sales at Superior Supplement Manufacturing, a company he has helped build over nearly 10 years alongside his longtime friend and founder. Phil brings a rare insider perspective to one of the most misunderstood industries in consumer health: dietary supplements.

From the regulatory realities that most brand owners never see coming, to the marketing truths that separate successful brands from the 95% who never reorder, this conversation is packed with hard-won wisdom for anyone building or considering entering the supplement space.

Bio*

With over a decade of experience in the dietary supplement industry, Phil Hixon serves as the Vice President of Sales at Superior Supplement Manufacturing and is a partner at Supplement Brand Builder. Throughout his career, Phil has consulted with over 25,000 brands, guiding formulation, product development, and manufacturing strategies. His collaborations include notable companies such as Bulletproof, Amway, SlimFast, and Onnit, helping them navigate the complexities of manufacturing, product launches, and market positioning.

Phil’s expertise spans various dosage forms, including capsules, tablets, softgels, gummies, liquids, and powders. He possesses in-depth knowledge of packaging solutions, ingredient sourcing, and staying abreast of industry trends. His insights have been featured on industry podcasts, and he actively contributes to discussions that shape the future of dietary supplementation.

Prior to his tenure in the supplement industry, Phil honed his sales skills in real estate, working with renowned real estate coach Tom Ferry. This experience provided him with a solid foundation in client relations and strategic planning, which he seamlessly integrates into his current roles. Phil’s educational background includes study at California Polytechnic State University, San Luis Obispo, where he majored in Engineering.

Beyond his professional endeavors, Phil enjoys fishing and walking in nature in his hometown of Austin, Texas. He also enjoys engaging in thoughtful discussions over a good glass of beer, delving into the latest topics and trends shaping our world.

To connect with our guest, click on the links below:

LinkedIn: https://www.linkedin.com/in/philip-hixon/

IG: @bigphillyg1

IG: @superiorsupplementmfr

Website: www.superiorsupplementmfg.com

Connect with me:

LinkedIn: https://www.linkedin.com/in/heidischalkcoaching/

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Ep.193 AI, Influencers and Ingredient Science: How the Supplement Industry Is Evolving With Phil Hixon