PODCAST · business
Supplement Marketing for Scaling DTC Brands
by Bobby Hewitt, Supplement Marketing Growth Specialist
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 sup
Episodes
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Innovation Models for Supplement Brands: Five Ways to Win a Crowded Category
"Send me a text" Most supplement founders think innovation means finding a gap nobody's filled. But an empty space in the market is usually empty for a reason. The brands that innovate well do the opposite. They find a category that's already winning and pick a smart angle onto it. In this…
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Retention Isn't an Email Problem For Supplement Brands
"Send me a text" Retention isn't an email problem. In supplements it's a full funnel problem, and I'll show you why. In this episode I discuss the payback period problem in supplements. The reorder gets decided long before anyone sends a retention email. I break down what's really happening in…
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The Next Supplement Wave Pt 7: Pick an Edge or Die in the Middle
"Send me a text" The finale. Six episodes studying the brands winning right now, all pointed at the only question that matters for your business. What's coming next, and how do you get in front of it. I make five real predictions. Generic education dies while owned education becomes a moat....
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The Next Supplement Wave Pt 6: Borrowed Trust vs. Owned Trust: The Needed Playbook
"Send me a text" Most supplement brands borrow their trust. A doctor on the site, someone else's ingredient study, the same certifications every competitor has. Needed didn't borrow. They ran their own clinical study, on their own product, to prove their own claim. And they used it to win the...
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The Next Supplement Wave Pt 5: How Seed Turned One Product Into a Moat
"Send me a text" In this episode, I break down the difference between education that commoditizes you and education that makes you the only reasonable choice, using Seed as the example. How they teach the market why most probiotics fail instead of why probiotics are good, so their education...
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The Next Supplement Wave Pt 4: How Mars Men Hit $100 Million in 18 Months
"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...
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The Next Supplement Wave Pt 3: How Primal Queen Sells
"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...
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The Next Supplement Wave Pt 2: How Arrae Out-Positioned an Entire Category
"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…
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The Next Supplement Wave Pt 1: The Shift
"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...
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Wrapping Up What The Supplement Winners Got Right Series Pt 6
"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...
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How IM8 Built a $10 Million a Month Brand: What the Winners Got Right Series Pt 5
"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…
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Why Grüns Sold to Unilever for a Billion Dollars in Under Three Years: What the Winners Got Right Series Pt 4
"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…
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The Secret AG1 Playbook: What the Winners Got Right Series Pt 3
"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…
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What OLLY, SmartyPants, and Goli Actually Got Right: What the Winners Got Right Series Pt 2
"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…
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What the Supplement Industry Is Getting Wrong About Why Brands Win: What the Winners Got Right Series Pt 1
"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...
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The Counterintuitive Win How Adding Friction Drove Another 31% in Subscription Sales
"Send me a text" Every best practice tells you to reduce friction. We added a step to a subscription offer page. Subscriptions jumped 31.26%. This is the follow-up on the Human SuperBeets test from last episode. Same brand, same page, same traffic. Stacked on top of the 23.53% win from Test 1…
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The $200K A/B Test: Case Study How One Section Added 23% to Subscriptions for a Well Known Supplement Brand
"Send me a text" One section above the offer block. Subscription sales up 23.53%. Over $200,000 in additional subscription revenue The brand was Human, Inc. 5000, SuperBeets nitric oxide drink. Their internal CRO team had spent months running the obvious offer-block tests trying to move...
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Amazon vs. D2C for Supplement Brands
"Send me a text" Every supplement brand hits this crossroads: Amazon or direct-to-consumer? In this episode, I think through: Why Amazon only lets you leverage 2 of the 4 supplement buying forces (and which ones) The real economics: DTC vs Amazon When Amazon actually makes MORE sense than DTC…
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How to Sell Without Looking Like You're Selling
"Send me a text" In this episode, I break down the advertorial formula that triples conversion rates on interruption-based traffic. You'll learn the four advertorial formats that work for supplements exactly how the 4 supplement buying forces sequence differently when you're selling through…
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The Sales Page Sequence: Converting Cold Traffic Without Burning Cash
"Send me a text" Most supplement sales pages are built backwards. They lead with ingredients, dump science on skeptical strangers, and wonder why they struggle. The truth is your sales page isn't just failing to convert, it's actively fighting against how people actually buy supplements. In this...
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How Top Supplement Brands Convert Skeptical Buyers
"Send me a text" You're getting clicks but not sales. Before you blame your creative or your offer, there's a psychology problem you need to understand. Cold traffic and warm traffic don't buy the same way. In this episode, I break down Why sending cold traffic straight to product pages fails for...
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How Frictionless Funnels Can Attract the Wrong Customers
"Send me a text" Everyone tells you to reduce friction in your checkout process. We did the opposite and increased subscription sales by 31%. In this episode, I unpack the counterintuitive truth How to use strategic friction How to build commitment from buyers who stick on subscription longer.…
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Why Some Supplements Sell Themselves
"Send me a text" Some supplement brands hit 5-7% conversion rates while their competitors struggle at 2% - using the same traffic, same platforms, even similar products. The difference? They've aligned their positioning with what their market already believes. In this episode, I break down…
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Your Credibility Strategy Is Backwards
"Send me a text" You've loaded your product page with third-party certifications, clinical studies, doctor endorsements, and detailed ingredient sourcing. Your credibility is bulletproof. So why isn't anyone buying? Because credibility without desire is just noise. And trust without hope is...
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The Supplement Selling Trap: When Your Mechanism Kills Hope
"Send me a text" Episode Description: Your customer has tried four different supplements for their problem. Every one had a solid mechanism explanation. Every one failed. Now they land on your page, see your mechanism explanation, and think: "This sounds like everything else that didn't work."…
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Why Science and Features Don't Sell Supplements
"Send me a text" Episode Description: Your ads open with mechanism explanations. Your product page lists clinical studies and feature bullets. Your conversion rate is stuck at 1.8%. Here's why: You're starting the conversation in the wrong place. Most supplement brands think they need to lead…
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How a 4 Person Team Builds an 8 Figure Supplement Brand
"Send me a text" I've worked with dozens of supplement brands. The ones that fail all make the same mistake: they chase revenue growth while ignoring the fundamentals. The ones that succeed? They obsess over the numbers I'm about to share with you. What We'll Cover Why revenue is a vanity metric...
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Why Your Subscription Model Is Bleeding Cash (And How Supplement Psychology Breaks Traditional Recurring Revenue)
"Send me a text" Your subscriber CAC is double what you pay for one-time buyers. People are signing up and canceling before the second shipment even ships. You're offering 30% off recurring orders and conversion rates are still in the basement. Meanwhile, every other DTC brand seems to be…
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The Ingredient Spotlight Dilemma: Education vs. Commoditization
"Send me a text" You're doing everything right. You've educated your prospects about why your ingredient form is superior. You've built trust through science. You've created hope through mechanism. Your ads are clicking. People are engaged. And then they go to Amazon and buy the cheapest version…
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The Insurance Gaps That Sink Supplement Brands
"Send me a text" Most supplement founders believe they're covered because their manufacturer has insurance. They're wrong. And that misconception could cost them everything. In this episode, I sit down with Michael Sendrovich, an insurance broker who specializes exclusively in commercial coverage...
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The Hidden Economics of Scaling a Supplement Brand (Why Your Numbers Don't Work)
"Send me a text" To learn more about the group coaching click here: https://creativethirst.com/group/ In this episode, you'll discover how every metric in your business (CAC, AOV, Repeat Purchase Rate, LTV) is downstream from the four supplement buying forces, exactly which force impacts which...
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Why Your Supplement Marketing Keeps Failing (And What to Do Instead)
"Send me a text" To learn more about the group coaching click here: https://creativethirst.com/group/ You're spending $50 to acquire a customer who buys once and never returns. You've tested different creative, different audiences, different landing pages. Nothing works. The problem isn't your...
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Why Most Supplement Brands Fail Before They Even Launch (The Foundation Nobody Talks About)
"Send me a text" To learn more about the group coaching click here: https://creativethirst.com/group/ You've got your supplement manufacturer lined up, your ingredients sourced, your packaging designed. You think you're ready to launch. But you're building on quicksand. Most supplement founders...
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Why Your Meta Ads Keep Getting Rejected (And What It Really Means)
"Send me a text" Your Meta ads got rejected again. You've scrubbed the copy clean, removed every possible claim, watered it down to "supports overall wellness," and still, nothing gets through. Or worse, it gets approved but doesn't convert. Meanwhile, you're watching competitors run seemingly...
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2026 Supplement Marketing Trends (Part 2 of 2)
"Send me a text" Welcome to part two where we unpack the final six trends that will separate winning supplement brands from dying ones in 2026. In this episode, we dive into the innovation happening in formats and packaging (hint: gummies are declining at 8% while powders grow), the explosion of...
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12 Supplement Trends in 2026 (Part 1 of 2)
"Send me a text" 2026 Supplement Marketing Trends The supplement industry is shifting faster than ever before, and the brands that miss what's happening are going to watch their sales decline year after year while their competitors dominate. In this two-part series, we're breaking down the twelve...
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Q5 Marketing Strategies: How Smart DTC Supplement Brands Are Winning by Playing a Different Game
"Send me a text" In this episode, you'll discover why Q5 marketing is actually the best time to acquire new supplement customers all year. Learn how to leverage 20-30% lower ad costs, capitalize on the "New Year, New Me" mindset before it peaks, and turn holiday browsers into committed…
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The Real Driver of Sustainable e-Commerce Growth in DTC Supplements
"Send me a text" In this episode, I break down the exact framework I've used to help e-commerce growth for supplement brands scale past $100M in revenue while staying profitable. You'll discover why 72% of your revenue comes from just 20% of your customers, how to calculate true Customer Lifetime...
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Why Smart Supplement Marketers Are Mining Cross-Category Opportunities
"Send me a text" Most supplement brands are stuck fighting the same tired battles in crowded single-benefit categories. Meanwhile, a small group of marketers are doing something different—and it's working. In this episode, we explore cross-category positioning: the strategy of addressing multiple...
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Why Discounts Alone Won't Save Your Black Friday (And What Actually Closes Sales) | Supplement Marketing Strategies
"Send me a text" This episode is essential for supplement marketers looking to optimize their supplement marketing efforts and achieve maximum e-commerce growth this holiday season. In this final Black Friday episode, discover how to amplify the two emotional forces that actually close sales when...
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The Awareness/Sophistication Play for Black Friday | Supplement Marketing Strategies
"Send me a text" Your market's awareness and sophistication levels are crucial factors that determine whether your Black Friday supplement marketing campaigns convert or fall flat. In this episode, learn how to identify where your supplement market sits on the awareness/sophistication grid and...
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Black Friday, Cyber Monday BFCM 2025 Supplement Marketing Strategies | Mechanisms That Convert
"Send me a text" In this episode, discover how to boost your supplement marketing success during Black Friday and Cyber Monday by mastering high-converting mechanisms tailored for fast-moving buyers. Discover how to compress your unique selling mechanism without losing its persuasive impact to...
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The Black Friday Trust Accelerator For Supplement Brands
"Send me a text" In this episode, we dig into the real secret behind crushing it on Black Friday and Cyber Monday.... TRUST. Most supplement brands think discounts alone will drive sales, but that's exactly why they get stuck with mediocre results. Trust doesn't disappear just because shoppers…
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Black Friday Marketing for Supplement Brands: Your Complete Tactical Playbook
"Send me a text" Black Friday is no longer a one-day shopping event it’s a month-long buying frenzy that begins in October and peaks through Cyber Monday. Last year alone, Black Friday drove $10.8 billion in online U.S. sales, and Cyber Monday topped $13.3 billion. But here’s the twist…
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E-commerce Growth: Why Ritual's $250M Success Left Growth On The Table
"Send me a text" If you're running a supplement brand doing $2-5 million per year and feel stuck at your current level, I'm going to share something with you that most agencies will never tell you. Because they don't know how people really buy supplements. At Creative Thirst, we've spent years...
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Marketing Strategies: Reverse-Engineering Grüns $500M Supplement Marketing Machine
"Send me a text" In 2 years, Grüns went from zero to $500M valuation selling gummy vitamins in a market that was already very saturated. The format wasn't new. The "convenient on-the-go” positioning wasn't innovative. So what actually drove their success? This deep-dive reveals the marketing...
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Your Old Supplement Funnel Is Bleeding Money? Here's What Actually Works
"Send me a text" Are your supplement marketing funnels bleeding money? Whether you're stuck at 6-figures or scaling to 8-figures, this episode reveals the compliance-friendly strategies that are actually converting supplement customers in today's evolved marketplace. Discover how the supplement...
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The $50 Billion Supplement Shift
"Send me a text" The Supplement Industry Revolution: Why 90% of Brands Are Failing (And 5 That Aren't) The supplement industry just split in half. On one side, you've got brands burning through cash on Facebook ads, racing to the bottom on price, and struggling to survive. On the other side…
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Why DTC-First Supplement Brands Are Crushing Traditional Companies (And How to Join Them)
"Send me a text" In this episode, I break down why the supplement industry is splitting into two distinct groups: companies that own their customers and companies that just make products for other people's customers. You'll discover why chasing that big CVS or Walmart deal might actually destroy...
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What it Takes To Grow a Nutrition Protien Bar Company To $1.5M in 3 Years
"Send me a text" In this episode, I interview James Oliver from Atlas Bars www.atlasbars.com on how he grew his protein bar company to $1.5M in 3 years without any venture funding. James focused on the product quality first with pure, clean ingredients. Hit many roadblocks along the way. He...
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ABOUT THIS SHOW
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 sup
HOSTED BY
Bobby Hewitt, Supplement Marketing Growth Specialist
CATEGORIES
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Frequently Asked Questions
How many episodes does Supplement Marketing for Scaling DTC Brands have?
Supplement Marketing for Scaling DTC Brands currently has 154 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is Supplement Marketing for Scaling DTC Brands about?
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...
How often does Supplement Marketing for Scaling DTC Brands release new episodes?
Supplement Marketing for Scaling DTC Brands publishes regularly with 154 episodes available. Check the episode list for the typical release schedule.
Where can I listen to Supplement Marketing for Scaling DTC Brands?
You can listen to Supplement Marketing for Scaling DTC Brands on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts Supplement Marketing for Scaling DTC Brands?
Supplement Marketing for Scaling DTC Brands is created and hosted by Bobby Hewitt, Supplement Marketing Growth Specialist.
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