John Smiddy

Why 90% of supplement launches fail

The majority of new supplement brands crash because founders chase quick sales instead of building real connection. They launch with ads before they have a credible message, an audience that trusts them, or a plan for repeat sales. John explains why slowing down—validating your story, understanding your customer, and designing for retention—creates the 10% that actually survive and scale.

If your ads aren’t converting, the problem isn’t the platform—it’s the funnel.

Many operators blame ad channels when ROI drops, but the real leak is in how audiences are nurtured. John unpacks his “awareness-to-subscription” model: most traffic isn’t ready to buy immediately, so brands must educate, retarget, and convert gradually. He shares how data on subscription transition rates and tenure can guide smarter discounting and LTV growth.

Most supplement brands fail because they rush to scale before mastering the basics.

The supplement industry offers huge opportunity—but it’s unforgiving. Many founders leap straight into ads or fulfillment without the groundwork that makes a brand sustainable: compliance, positioning, and retention. John teaches entrepreneurs how to de-risk early decisions by defining their customer, crafting compliant claims, and starting with a focused, minimum viable product. His approach turns guesswork into strategy—helping brands grow safely, profitably, and built to last.