Podcast
Supplement Marketing for Scaling DTC Brands
Hosted by Bobby Hewitt, Supplement Marketing Growth Specialist · EN
This show helps nutritional supplement brands scale to 8 and 9 figure businesses and make a bigger social impact.
Bobby Hewitt, is the founder of Creative Thirst, a supplement marketing agency that has helped dietary supplement brands grow for over 13 years. He’s built a framework around how people buy supplements. Because, people don't buy supplements the way they buy other products, and if you market your supplement brand like a regular e-commerce store, you're leaving money on the table.
This is the show for supplement brand founders and in-house marketing teams who want to scale their direct-to-consumer sales without scaling their team.
If you run a supplement, functional food, nutraceutical, or beauty brand selling direct to consumers, the rules of marketing are different for you. This podcast will provide tips, strategies, supplement trends, and ecommerce growth hacks, for entrepreneurs, owners, founders, CEOs, marketing VPs, and online marketers of supplements, vitamins, peptides, pet supplements, and skin care products.
This podcast is for you if you find yourself asking questions such as…
- What is the average LTV (Lifetime Value) to CAC (Customer Acquisition Cost) ratio for a $20M+ supplement brand?
- How to scale Meta and Google ad spend past $500k per month for dietary supplements?
- What are the highest-converting upsell funnels for supplement brands?
- What metrics do private equity firms look for when buying a $30M+ supplement brand?
- How to manage cash flow cycles when scaling supplement inventory from 10k to 500k units?
- What is a healthy EBITDA margin for a scaling a nutritional supplement business targeting $50M in revenue?
- How to get around the Meta ads fatigue of $20k+ daily spend?
- How to bypass ad platform restrictions and compliance bans on health claims for scaling ad sets?
- What is the optimal breakdown between prospecting, retargeting, and retention budget for a $30M supplement brand?
- How to reduce churn rates below 5% for a high-volume monthly supplement subscription program?
- What are the most effective post-purchase cross-sell workflows for increasing second-box conversion rates?
- How to design a subscription model to maximize upfront cash flow?
- What performance-based equity or profit-share models attract tier-1 celebrity brand ambassadors?
11episodes
Episodes
Newest firstAll episodes
The Next Supplement Wave Pt 4: How Mars Men Hit $100 Million in 18 Months
1w ago00:20:33Tap to summarize"Send me a text"The last two brands in this series won on lifestyle, identity, and belief. Soft, cultural, aspirational stuff. This one wins on the total opposite. Mars Men went from bootstrapped to a hundred million dollar revenue run rate in under eighteen months, profitably, serving over four hundred thousand customers.In this episode, I break down why the problem you choose to build around determines how hard your marketing has to work, and the difference between a low-intent problem you have to manufacture urgency for and a high-intent problem where the desire is already screaming. I get into why the market's squeamishness about naming an uncomfortable problem is your opening, and then I walk the economics that make this whole model scale. How a high-intent problem creates efficient acquisition, how a chronic problem creates natural retention, and how those two things together drive the lifetime value math that lets you outspend your competition and still profit. I also get honest about the risk, because when you build an aggressive direct response machine on a scientifically contentious promise, the whole thing lives or dies on whether the product actually delivers. Because people don't buy supplements the way they buy other products, and sometimes the biggest opportunity is the hard problem everyone else is avoiding.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →The Next Supplement Wave Pt 3: How Primal Queen Sells
2w ago00:19:38Tap to summarize"Send me a text"Primal Queen is scaling fast, with women buying it on subscription and staying. So how do they do it? In this episode, I break down the single most underrated move in supplement marketing, which is riding a belief you didn't have to build. Primal Queen didn't create the ancestral nutrition movement. They found a belief that already had momentum and built the product for the people who already held it. I get into why changing what someone believes is the most expensive marketing there is, and why confirming what they already believe is the cheapest and most durable growth you've got. Then I break down exactly how they execute it. Wrapping the belief in the Queen identity and movement, using a like-supports-like mechanism that fits the belief even though the science is shaky, and still bringing real trust signals to satisfy the functional mind. I also get honest about the risk, because when belief outruns proof, the critics come, and when you tie your brand to a trend, you're exposed to its ceiling. Because people don't buy supplements the way they buy other products, and health is the most belief-saturated purchase there is.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →The Next Supplement Wave Pt 2: How Arrae Out-Positioned an Entire Category
3w ago00:22:11Tap to summarize"Send me a text"There's a brand in the women's wellness space whose tagline is worth more than their entire formula. Not because the formula is bad, but because the words are doing more of the selling than the ingredients are. The brand is Arrae, the line is targeted supplements for life's unsexy problems, and that brand went from nothing to nine figures in one of the most crowded corners of the entire supplement world. In this episode, I break that line down piece by piece and show you why it works at a level most supplement marketing never even reaches. How the word unsexy creates instant recognition and takes the shame off the table. How the word targeted plants a flag on precision in a category drowning in vague, do-everything wellness. And how the aspirational brand wrapped around both hands the buyer an identity she'll pay a premium to step into. Then I give you the exact exercise to find your own version, the three ways brands botch it, and why sanding the edges off sharp positioning to feel safe is the fastest way to become invisible. Because people don't buy supplements the way they buy other products, and in a market this crowded, the words you wrap around your product are often the whole ballgame.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →The Next Supplement Wave Pt 1: The Shift
4w ago00:16:46Tap to summarize"Send me a text"The last wave of supplement brands already won. OLLY, Goli, AG1, Grüns, IM8. In this episode, I kick off a new series that looks forward instead of backward, at the brands scaling right now, before their exit moment. I make the case that the next wave isn't winning on format innovation at all. It's winning on positioning and specificity. And I give you the three buckets these breakout brands sort into, so you can figure out which one you're actually in. Plus why a sophisticated market and a rising cost to acquire a customer are both punishing brands that try to talk to everyone, and why going narrow is now the engine of growth instead of a limit on it. Because people don't buy supplements the way they buy other products, and the brands winning right now understand that better than their competition does.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →Wrapping Up What The Supplement Winners Got Right Series Pt 6
Jul 600:17:20Tap to summarize"Send me a text"In this episode, I take everything from the series 9What Winners Got Right) and turn it into a diagnostic you can run on your own marketing. I show you how every winning brand led with one force and aligned the rest behind it, why scattered forces are the real reason most conversion rates are stuck, and how to read your own data so the numbers point you straight to your weakest force. Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →How IM8 Built a $10 Million a Month Brand: What the Winners Got Right Series Pt 5
Jun 2900:19:26Tap to summarize"Send me a text"I usually tell supplement founders that leading with science is the wrong move, because science only speaks to half of the buying decision. So why is a brand that leads with science harder than almost anyone winning at a level this industry has rarely seen? IM8, co-founded by David Beckham, went from launch to roughly ten million dollars a month in its first year. Everyone credits the celebrity. But celebrity gets you attention, not three hundred and fifty thousand customers and the kind of retention that builds a real business. In this episode, I break down the deliberate trust play underneath IM8, why trust is the hardest of the four supplement buying forces, and the sophistication insight that explains exactly when leading with science is a fatal mistake and when it is the only thing that works. Plus what a celebrity co-founder actually does in a trust structure, beyond the obvious answer of reach, and how to find your own version of hard-to-copy trust.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →Why Grüns Sold to Unilever for a Billion Dollars in Under Three Years: What the Winners Got Right Series Pt 4
Jun 2200:18:51Tap to summarize"Send me a text"Grüns went from launch to a reported billion dollar exit in under three years when Unilever acquired them in 2026. Everyone credits the gummy. People don't like chugging green powder, so Grüns made it taste good and easy, and that was that. But if the whole thing were just gummies and taste, any competitor could copy the format and win. Plenty have tried. The gummy is the visible part. The thing underneath it, the part that is actually hard to copy, is what this episode is about. In this episode, I break down the difference between a format and a mechanism of hope, why Grüns moved the mechanism of hope out of the ingredients and into the experience itself, and how the founder's own words about adherence give the whole strategy away. I'll also show you why this is different from what AG1 did, the expensive mistake most brands make when they try to copy this, and how to find the specific reason your own buyer has lost hope so you can build the mechanism that speaks to it.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →The Secret AG1 Playbook: What the Winners Got Right Series Pt 3
Jun 1500:19:38Tap to summarize"Send me a text"You can't change a deep core belief. Argue with it and you lose, every time, because the pulling force is too strong. But you can do something else, and the brand in this episode did it better than almost anyone in the history of the category. AG1 built a six hundred million dollar a year business on a single product by reframing what a healthy person believes about their own supplement routine. Instead of selling one more thing to add to the stack, they replaced the stack. Instead of being someone who fails to maintain twelve supplements, you became someone who has their foundation handled with one. In this episode,I break down the difference between changing a belief and reframing one, why the Athletic Greens to AG1 rebrand reveals the entire strategy, and how the four supplement buying forces all pointed at the same core idea. Plus the practical belief work any supplement brand can do right now to find their own reframe.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →What OLLY, SmartyPants, and Goli Actually Got Right: What the Winners Got Right Series Pt 2
Jun 800:23:28Tap to summarize"Send me a text"Most supplement brands spend their marketing budget trying to create desire. But here's the problem with that. The desire is already there. Your prospect already wants better sleep, more energy, a healthier gut. They've wanted it for a long time. So if the desire exists and they're still not buying, the question isn't how do you make them want it more. The question is what's killing the desire they already have. In this episode, I'll break down the one insight behind three of the biggest supplement exits of the last decade. OLLY, SmartyPants, and Goli each solved a different desire killer: identity friction, bad format experience, and category fatigue. Understanding which one is suppressing desire in your market is one of the most valuable diagnostics a supplement brand can run. This episode shows you how.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
Transcribe →What the Supplement Industry Is Getting Wrong About Why Brands Win: What the Winners Got Right Series Pt 1
May 3100:22:26Tap to summarize"Send me a text"Grüns went from founding to a Unilever acquisition in three years. IM8 grew from $600,000 a month to $6.6 million a month in nine months. The industry press says it's about gummies, greens, celebrity co-founders, and hot trends. That's the surface story. In this episode, we kick off a new mini-series by laying out the real pattern underneath these exits and what it means for supplement brands doing $500K to $20M a year. The brands commanding the biggest valuations didn't just have better products. They solved a psychological problem that most of their competitors didn't even know existed.Learn more about The Supplement Business Accelerator Group at https://creativethirst.com/groupIf you're interested in working with me and my team to improve your supplement business. You can learn more at my website https://creativethirst.comClick here to grab your copy of the Health Supplement Ad Swipe Guide.Discover what really works in funnel marketingNeed help increasing sales on your own? Click hereStuck at $1 - $5M in revenue? Click HereCase Study on how Creative Thirst added over $200,000 for one supplement brand
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