In this episode, I was lucky enough to interview Rachel Sanders, CEO and Co-Founder of Rootine.
Rachel shares the transformative journey behind her health and wellness brand. Rootine’s mission is to empower individuals with personalized, data-driven health solutions, starting with custom multivitamins tailored to biological data. Rachel recounts how her upbringing in a holistic health-focused household, combined with her experience in investment banking, highlighted the gap between technological innovation in healthcare and the stagnant state of the supplement industry. This realization inspired her to leverage technology and science to address burnout and health challenges through nutrition and lifestyle adjustments, rather than relying on traditional medication.
Rachel dives into Rootine's evolution, from its initial offering of DNA-informed supplements to its expansion into functional drink mixes aimed at stress, sleep, and focus. She reflects on lessons learned, such as the importance of organic growth over paid advertising and the power of narrowing the target audience to underserved demographics, particularly millennial and Gen X women. Rachel also highlights her commitment to building a personal brand, emphasizing its role in connecting authentically with customers and driving awareness for Rootine’s mission.
Explore Rachel Sanders’ unique approach to innovation and purpose-driven work in this episode of The First Customer!
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