From Product to Psychology: How Second Nature Reframed Weight Loss

In this episode of The Future of Consumer Marketing, host Roman Kirsch interviews Chris Edson, CEO and Co-Founder of Second Nature, a digital behavioral change program for sustainable weight loss. Founded a decade ago, Second Nature has evolved from an NHS healthcare service to a consumer brand that's raised over $40 million in funding. The company stands out in the notoriously low-trust weight loss industry by focusing on behavioral science, offering personalized coaching, and publishing clinical evidence showing sustained results over five years. As the weight loss landscape shifts with the introduction of GLP-1 medications like Ozempic, Second Nature continues to evolve its approach while maintaining its focus on building sustainable habits. Topics Discussed: Building a science-based brand in the low-trust weight loss industry Transitioning from a B2B healthcare provider to a consumer brand Using behavioral science to create sustainable habit change Implementing human coaching and community support for accountability Applying "Jobs to be Done" framework to understand customer motivations Leveraging NHS certification as a trust signal in marketing Adapting to the rise of GLP-1 medications like Ozempic Solving the retention paradox in weight loss programs User research strategies across different customer lifecycles