Marketing Vanguard: Therabody’s CMO on Why Every Brand MUST Have a Differentiating Asset
Date: December 16, 2025
Host: Jenny Rooney (Adweek)
Guest: John Solomon (CMO, Therabody)
Episode Overview
This episode spotlights John Solomon, CMO of Therabody, as he shares insights into building distinctive brand assets, evolving Therabody from a single-product challenger into a multifaceted wellness tech leader, and the strategic thinking behind innovation, partnerships, and marketing risks. The conversation weaves through John’s career journey, lessons in leadership, Therabody’s emphasis on science-backed wellness, and what it takes to thrive in a competitive and rapidly evolving industry.
John Solomon’s Career Path & Marketing Philosophy
Key Discussion:
Solomon describes his non-linear route to marketing leadership and philosophies shaped by stints at AKQA, Beats by Dre, and Apple.
- Background Origin: Started with an interest in technology and culture; began in digital agencies before moving into brand roles.
"I thought I was going to be in the CIA...ended up kind of, as some of us do, falling into marketing given my back interest in communications and culture." (01:26) - Lessons from Apple & Beats: Command of touchpoints, performance marketing, and "challenger brand" tactics.
"At Apple...I got to understand how to be a global brand that is so careful and crafted with every touch point and how to scale that around the world." (02:27) - Joining Therabody:
"I was a big avid user of the Theragun and during COVID just reached out...I just love that it brought together my passion for technology and hardware, but also my love for health and wellness." (03:20)
The CMO Tenure: Building, Proving, and Innovating
Key Discussion:
What does it mean to be four years into a CMO role, and how do teams and strategies evolve over that time?
- The Four-Year Mark:
"It takes a year to figure out what's going on...another year to get everyone bought on board...by year three, you're kind of proving that it's working or not. By year four, you're kind of humming along." (04:39) - Risk & Innovation:
The established foundation allows for permission to innovate and take calculated risks.
"Now it's like you get to do the fun stuff...try this, test that." (05:30) - Creative Example:
Internal team created viral Sailor Moon-inspired content after foundational groundwork was set.
Therabody’s Place in Health, Wellness, and Preventative Care
Key Discussion:
Therabody’s mission goes beyond gadgets and tech—it's a move toward accessible, science-based self-care.
- The Space They Play In:
"Our healthcare system...is a break-fix model...what really opened our eyes during COVID is that you had a huge rise in people wanting to build their home gyms...taking control of their health." (07:42) - Science & Validation as Differentiator:
"Everything we do is backed by third party validation...we conducted the largest clinical study ever done in that category because we wanted to set ourselves apart." (08:55) - Thought Leadership:
Example: Articles demystifying prenatal exercise, demonstrating expertise beyond product push.
"It's being thought leaders in that space. Then that's what we're trying to do over time and build that brand." (09:43)
Evolving the Therabody Brand
Key Discussion:
Therabody’s journey from a single-product company to a multi-vertical brand rooted in outcomes and accessible innovation.
- Origin Story:
Born from necessity; Dr. Jason (founder and chiropractor) invented the first Theragun after a motorcycle accident.
"He literally took a jigsaw power tool and put a tennis ball at the end of it and made the first theragun." (12:32) - Three Core Areas:
- Sports (with pro athlete advisors, e.g., Josh Allen)
- Wellness (pain, sleep, stress, e.g., Sense 2 with Jimmy Fallon)
- Beauty (“Above the shoulder,” anti-aging, latest LED mask product)
- Brand Architecture:
Created a mother brand (Therabody) after being known as a single-product company.
Partnerships and Collaborations
Key Discussion:
Strategic partnership examples illustrate how Therabody leverages ecosystem collaborations for reach, data, and consumer solutions.
- Garmin Partnership:
Connects Therabody devices to fitness data; delivers actionable, personalized recommendations.
"There's so much data...but [most companies] don't provide solutions. That's just telling you: hey, you slept bad; hey, you're stressed. What do I do about that?" (17:13) - United Polaris Experience:
Wellness partnership transformed in-flight experiences, amenity kits inspired by Theragun.
"It just kept the brand top of mind. Therabody bringing me wellness, helping me on the plane." (19:15) - Ulta Beauty Stores Launch:
Co-merchandised wellness and beauty products; recognition that categories are blending.
"They are excited about bringing beauty and wellness together...having great skin means you also have to have great sleep, you know, not stressed." (21:01)
Brand Distinctiveness and Defending the Triangle
Key Discussion:
Solomon’s approach to building, protecting, and activating "distinctive assets," chiefly Therabody’s unique triangle-shaped Theragun.
- Defining and Defending Assets:
"Our shape of our theragun is unique. It's a triangle...we patent that, we defend that...you have to define distinct assets, you have to protect them, and then you have to use them." (21:46) - Consistency and Recognition:
Every product, regardless of type, incorporates the triangle for brand recall.
"If you search Amazon...you will see the sea of sameness and then you will see our theragon." (22:40) - Product Innovation through Color:
Drew inspiration from Beats by Dre to launch colored devices for personalization and distinctiveness.
Taking Calculated Marketing Risks
Key Discussion:
The strategic, at times unconventional, approach to high-visibility moves—specifically, the "On Brand" show with Jimmy Fallon.
- ‘On Brand’ with Jimmy Fallon:
First to sign on for the branded entertainment format, despite private equity caution.
"I remember I had to pitch this to the board and one board member specifically said, I'm starting with no but I'm willing to hear you out...So if everything went south, what is the worst that could happen?" (24:32) - “Never Been Done Before” Ethos:
Borrowed from Beats’ CMO Omar—creativity and industry-firsts as part of brand DNA.
"It's always about finding the never been dones before...the ability for a brand to have an episode about themselves...like any marketer's dream." (25:28) - Permission Comes with Tenure:
Risks like this would not have been possible early on; foundation must be solid.
"I don't think I could have sold this in year one or two. Like, this is something where I had to feel the confidence that we had so many other things in place..." (27:17)
Leadership Style & Final Reflections
How John Solomon Wants to Be Described:
- Empowering, Yet Detail-Oriented:
"I really believe in hiring amazing people and letting them run. But...I will be in the details of every email or color or photo or casting." (27:51)- Revels in the details, believing “small things…make up a brand,” a lesson from Apple.
Who’s Next on Marketing Vanguard?
- Recommendation: Nick Tran (CMO of Ciroc), lauded for strategic turnaround work.
"What he's trying to do and how he's thinking about it is really interesting...You always start with that bigger strategy." (29:23)
Notable Quotes & Memorable Moments
- "If you look at the front of the package of any of our products, it boldly states what the benefits are...That was a big shift of being a lot more kind of consumer focused." – John Solomon (10:38)
- "Our biggest enemy is the bedside table drawer. Because if your Theragun is sitting in your drawer and it's not out there and you're not using it, that's a problem." – John Solomon on compliance and usage (17:47)
- "What I want to make people...if they don't remember Theragun, they should at least say, I want the triangle one." – John Solomon (22:55)
- "For me, it was the internal sell, but everyone's been really excited about it...You have to take risks, too." – John Solomon on ‘On Brand’ partnership (27:17)
- "It's a bunch of small things that make up a brand." – John Solomon on leadership and creative details (28:23)
Timestamps for Key Segments
- 01:26 — John Solomon’s career journey
- 04:39 — The significance of tenure as a CMO
- 07:42 — Therabody’s approach to health/wellness & science
- 12:27 — The origin and evolution of Therabody
- 17:13 — The intersection of fitness data and actionable wellness
- 19:15 — Therabody x United Airlines partnership
- 21:34 — Launching in Ulta Beauty
- 21:46 — Defining and defending distinctive assets
- 24:17 — The ‘On Brand’ collaboration with Jimmy Fallon
- 27:51 — Solomon’s leadership style
- 29:23 — Recommendation for next guest
Takeaway
This episode offers a masterclass in modern brand-building, demonstrating that differentiation is not just about patents or colorways, but about operationalizing science, building real outcomes for consumers, and thoughtful—but bold—marketing innovation. John Solomon’s experience reveals both the meticulousness and daring required to keep a brand not just relevant, but revered.