Trends Shaping Health & Wellness in Ecommerce: GLP-1s & Beyond

17:51Matt Bertulli:Maybe grocery stores get smaller. We just might be on a path, a very long, windy path to being just like Europe. But it's like everything is small fruit markets and vegetable stands because that's what we actually need.

18:02Sean Frank:The other thing, like, let's just, I want to keep thinking about this future where things are different. Low impact sports will get more and more popular. So like if we have a bunch of people who are currently 30 to 50 pounds overweight and they stop being overweight, they're going to want to do something, but these people aren't going to want to play intense basketball or something. I think pickleball probably gets even... Yeah, pickleball was good for old people in the pandemic, and I think it's going to be great for GLP-1 people. It's going to make you feel a little active. You get outside, you sweat, it's competitive.

18:33Sean Frank:So anyway, more winners there, man.

18:36Matt Bertulli:Does your current thinking around consumables... I know you guys, Connor was talking about it on the MOPS. You guys launched Gut Culture, which is a fiber play um is that tied at all to the glp1 craze or was that just a whole other

18:52Sean Frank:trend that you could see that you saw coming yeah why do we launch gut culture i mean there's three macronutrients and protein has been on the biggest tear ever right um i don't think we're going to get people to start taking fat i mean there's there's definitely good fats right healthy fats like omega pills whatever and then carbs are have been the devil for a long time um now fiber is a carb but it's an insoluble fiber so your body can't actually process it so that's why like if you ever look at a nutrition label they'll actually add it back but what does fiber help you do it helps you poop and what did glp ones help you do uh they they they totally mess up your stomach sometimes so we we saw it as a just a trend emerging fiber is going to be big i don't think it's going to be as big as protein, but it'll be the closest thing that we will have to protein.

19:42Sean Frank:Everyone's going to need to take more fiber. Colon cancer is on the rise amongst our generation because we eat processed and nobody's pooping enough. So we made gut culture. It's a fiber supplement. We're going to do more stuff in the fiber space. And the way I'm thinking about stuff is if I'm investing in consumables, you need a new delivery method that solves a classic problem. The problem can't be weight loss because that problem has been fully taken off the board. and you have to focus on other areas of health. So skincare is going to be more important. Sleep is going to be more important.

20:12Sean Frank:Gut health is going to be more important. Dental care will be more important. Anything that doesn't have to do with actually losing weight will end up absorbing a lot of that. People are still very vain. And anyway, we went with fiber first. And it's going great.

20:28Matt Bertulli:What's your take on this whole looks maxing thing? I've had a few people ask me about this because they know I'm a consumer. Is this a short term? Do you think this is like a long-term friend on that? Everything you just said makes me think of looks maxing. It's like people are inherently vain. Human beings need some kind of way to differentiate, create structure, class, hierarchy, like all that stuff. What the hell is this all about?

20:51Sean Frank:Yeah, look, I'm, I'm the, I'm like the right age and demographic where I've been hearing about this for like eight years, bro. Okay.

20:58Matt Bertulli:Okay. Like I just heard about it.

21:00Sean Frank:Yeah. So like, um, yeah. So like, you know, the whole thing about mewing, like that was an actual doctor who came up with this idea like that. His whole thing is that people have underdeveloped, you know, chins and jaw lines because we give that we give baby soft foods. He's like, you actually need to be building up like the muscle density and the bone density by like chewing hard things. And like having a pacifier all the time actually makes people have these underdeveloped chins. So he's a doctor who's dead now. But like, how was this whole idea? Was it you actually need to strengthen your, your bones?

21:35Sean Frank:It's like by either doing damage to them or rubbing them or whatever and getting like a more, you know, full jawline. Anyway, so I heard about that like 10 years ago and now it's like this big thing that everyone's talking about. Looks max in.

21:47Matt Bertulli:Is that the little chewy thing? Like I see the ads sometimes like people chew on this like thing, like a muscle. Yeah. So that was. So it's like to make a more defined jawline. Yeah. Jaws are size. That's part of it.

21:57Sean Frank:Yeah. So Jaws are size was one of our old clients. I think they went out of business. like they went bankrupt or whatever. But in my agency days, Jawsercise is one of our clients. And it's like a thing like you chew to make your job better.

22:07Matt Bertulli:Are you paying attention to you or is there ways that you monitor some of these, I guess, like these larger trends in consumer? Like I'm just thinking of everybody who's like building brands right now. There's just so much data in this space that has me thinking like there's just so many brands to build. Like it goes back to the whole like, why are we bullish on consumer? it just so much is changing right now how do you actually track some of this stuff or do you or do you just like it just comes up through how you consume content online like i'm just so curious

22:42Sean Frank:like we i said this in maybe a podcast 100 episodes ago it's like if you want to know what's coming go to irwan it's like you know and maybe irwan's too too uh mainstream now but like you go to a health food store and you see what like hippies are talking about like hippies were on kombucha, the founders of Ridge, Daniel and his dad. So Paul Kane is a massive hippie and he went to India in the 70s and it was a Buddhist, the whole thing. So he used to make Daniel, when Daniel was eight years old, drink kombucha and they called it the heebie-jeebies. It was just this gross jar that they would cultivate.

23:17Sean Frank:But that ended up being right. That ended up being this mega trend. So there's always people on the front line. And if you're going to try to measure what's coming next, you have to think about this. there's very, very few mega trends, right? So like protein, fiber, like sleep, like these are mega trends people are going to care about. And then there's a lot more ingredient trends, but not very many. Creatine's an ingredient trend, right? Like people have taken creatine for 25 years or take it for another 25 years. It's rate of penetration throughout a society will go up and down slowly over time.

23:50Sean Frank:But like, I think what you need to look at is like, what are the macro trends. You only have to get a couple of them right. And then what are the ingredient trends? What's coming? Like I've, I've, I've publicly said that I'm like, I think colostrum is going to be a trend. People are already taking it. Oh, it's going to be massive. Yep. There's, there's huge companies being built in colostrum right now. Some people tell me that it's, it's already over. And like, you know, the winners have already been made. I don't know. If you're scaling an e-commerce brand today, ads alone aren't enough. Aftersell focuses on the one moment that every brand already owns after checkout and turns the post-purchase moment into more profit.

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24:59Matt Bertulli:I don't know if I ever buy in this whole like the winners have been selected thing because there's just like there's no monopolies in consumer, right? It's just cycles. So like you could be like many, many years ago, a friend of mine, Charles, sold his protein company vega for like 600 and change million dollars and i remember people saying that's it that's like the vegan protein that's it there's the winner you know there's no more protein powder companies and i was like every three years my wife brings home some new protein powder that has some new way of being better than the old protein powders and that it just seems like this is the cycle in consumer like there are no monopolies in consumer in any category the

25:38Sean Frank:thing is, tastes change. You don't get lock-in. People want new brands. People want to try new things. Someone pitched me human colostrum. They were like, yeah, we found a way to actually biodevelop the equivalent of human breast milk, and we're trying to sell it to people. I didn't invest in it, but I'm like, that's a crazy video. There's always going to be new innovation and new stuff to try. People are pitching tallow really hard right now as skincare and cream. right and it's one of those things where i'm like i just think the branding needs to be totally right i don't think people want to rub you know beef beef parts on their face dude you want to

26:16Matt Bertulli:talk about the hippie thing that has been this is that's a world i know because my wife is kind of she's like very much one of those people that is super early to all this weird that's been like i don't know five to ten years like tallow face cream and tallow deodorant like we brought this home a decade ago uh it is weird it's a hard sell like it feels super strange uh like just mentally that that you're right that's a branding thing absolutely um that total side note dude okay last week i was at a ecf camp which is like their you know andrew's sort of smaller event for larger brands and i met two brothers that sell freaking caskets online like i'm like they're you're so you have an e-commerce casket business like for people who are dead they're like yeah and they're young guys they're like i'm like talking to you like you're big enough to be at this event i'm like tell me more man like how do you sell a casket on the internet so everything is doable i'm no longer shocked at any category in any play yeah totally so look there's there's always going to be um

27:24Sean Frank:macro trends and there's always going to be ingredients. Like, you know, weight, weight losses, you can't even call it a trend, but it was, it was the biggest possible category that you could make money in for the past 30 or 50 years. I mean, herbal life, every, everybody wanted to lose weight. And now, uh, the pharmaceutical companies developed an actual perfect cure for being fat and they've released it on everybody. And now it's like, okay, I, that money will flow somewhere. People will always want self-improvement. So it's going to go to skincare. It's going to go to sleep. It's going to go to maybe people get really into bodybuilding and protein actually stays, stays hot for a long time.

27:59Sean Frank:I don't really know where it's going to go. If I, if I could, I wouldn't be doing this podcast, but you just want to, you just want to have some bets in the game. You want to pick something and try it.

28:07Matt Bertulli:Do you, this is like a total, I want, this is like the conspiracy theory in me. Um, if you're a pharmaceutical company and you've developed, you know, Ozempic or one of these like peptides, you've got to be asking the question about like what does this do to every other drug that we sell because like obesity being the kind of the lead domino in a lot of illness you get rid of it you get rid of a lot other you know and these guys own the diabetes drugs like they own all this other stuff so in some way they're shooting themselves in the foot yeah but i guess you know the beauty is everyone

28:43Sean Frank:will be on it forever it's your your tear your tear gets really big and you can't stop taking it So I think that's why they're replacing it.

28:50Matt Bertulli:Wait, why can't you stop taking it? What's the... Is that just because, like, you immediately go back to being hungry and you want to eat everything? Like, is the snapback real? Is that a documented thing?

29:01Sean Frank:Yeah, yeah. It's not a permanent change to your body. Like, it's introducing exogenous peptides. I mean, that's what it is. Like, that's what GLP-1s are. They're exogenous peptides that your body doesn't produce currently or produces limited amounts, and you're flooding it with way more of it. it's i mean if you stop taking it you go back to who you were before so you have to take it for the

29:23Matt Bertulli:rest of your life dude you know okay so like talk about winners and losers another one that i've been thinking about is uh anything related to like intimacy and sex apparently these things can like really drop your desire drive so like if you're in business and anywhere in there like that's going to be a downstream effect it's at least it seems that way not that we needed more help lowering our birth rates. That's probably a separate issue. But that seems to be another one that's that there's going to be impact there. And alcohol, huge one. People are drinking less when they're on these things.

29:58Sean Frank:Yeah, there's a chart Mike always brings up that, you know, it's nine out of 10 beers are drinking by like 5 % of the population. It's like there's the alcoholic trend is real. There's like a small number of people who drink all the beers. It's the same thing with fast food. It's like, you know, typically after a concert, me and my wife get taco bell that's like a nice little treat for us right so i might have taco bell four to eight times a year something like that but like i'm always looking forward to getting to taco bell do you have time about every day dude there's people people i know who have talk about every single day um so yeah small number of consumers actually eat you know most of the junk food and if you remove them from the pool it doesn't hurt profits 10 or 20 it might hurt profits 80 and that could be coming for all the fast food companies okay so speaking of like this

30:43Matt Bertulli:sort of small number, big impact thing. One thing I dug up was that in this world now, like the, I don't know what to call this. Like it's not just consumer goods. It's like we're talking health and wellness, food, supplements, everything. But I guess like let's just wrap it all up in CPG. So e-commerce is only like 12 % of CPG dollars, but it drives 71 % of all CPG growth is what the headline number is from the last year. and it seems to me that we're having a moment right now right like we did a couple episodes ago we talked about all the m &a activity and the investment activity in consumables specifically not just broad consumer what is your view of like e-commerce now as the the sort of the growth engine for for cpg because i think that's actually new for me it was like everything happens at retail that's the playbook i've known for 20 years now it seems that like all of the winners are e-commerce first d2c first um is this a sustained trend do we like i'm just thinking of now like looping in what's going on with social and ai and all this stuff like or do we think it all flips back to most of this stuff gets bought and discovered in store and that's still where you need to focus i'm just talking to all the operators out there.

32:06Right.

32:07Sean Frank:Well, I'm going into major market retailers right now. So the Ridge is going through a big rollout and they buy a minimum of 12 months in advance. Okay. And if you're a Unilever or a PNG or a Coca-Cola, your product cycles are probably, they used to be three years. You've probably gotten them down to two years, maybe 18 months or whatever, if you want a new flavor, new style, new color, whatever, like it's, it's still going to be slow and the world is changing faster than that. Right. So like there, that means the opportunity is in.com because the new thing will happen on.com first. It'll get adoption first.

32:47Sean Frank:You can build a business because you'll just be ahead of before target can even buy to set the store. Right. So that is, that is post COVID the pace of change has really, really picked up. Um, you know, Groon's in three years got to$300 million. Like that's a public number, right? And in three years, like they were only able to be sold into Target the last year of that because you're starting up, you're figuring out your business and you have a year of explosive growth and then Target's talking to you about placing for the following year. So the opportunity is in.com just because we can move so much faster and you can, there's big sleeping giants.

33:24Sean Frank:You can kind of catch them off their footing. So that's why I think it's happening on.com.

33:28Matt Bertulli:I will say I'll give people a tip right now listening. Target is, for whatever reason, moving quite quickly at the moment with bringing in new brands into store. I've had three people I know that all are getting into Target in like under six months, start to finish, which is just unheard of. Like 12 to 18 months minimum to go into a Target was like usually the cycle. and i'm starting to see it and it seems like target specifically is trying their very best right now to pull in sort of like hot direct to consume brands i don't i'm sure there's a lot of reasons for that but i figure it's worth saying yeah and they've they've been courting ddc brands better than you know the other mass market ones for sure um but look and maybe they don't like

34:19Sean Frank:be enough. But in my experience, it's still been about 12 months from talking to PO. But I'm excited for that to get done.

34:25Matt Bertulli:Okay. So here's another stat for you that I think accentuates the point you're making around like D2C first, smaller might be better. So small brands, like let's talk under$100 million, are driving 35 % of US food and beverage category growth, but they're only 13 % of the market. So what you're saying is true. Like it's showing up in the data now that new young brands are the ones who are basically driving all of the change in the category and all of the growth in the category. It seems to me that in the play is like, you just need to really be thinking about omni-channel from day one. Like this is a Mike Beckham thing.

35:06Matt Bertulli:Just how are you going to exist across these channels? Like that's not an afterthought anymore. You can't just start out D to C in these categories.

35:14Sean Frank:Yeah. And if you want to get bought by a strategic, you have to be a real threat to taking their shelf space. Like, you know, I think why Unilever moved so fast to buy, um, Grunz and why they bought Dr. Squatch is that they saw Dr. Squatch taking over the shampoo aisle, taking over the deodorant aisle. And they're like, it's just, we can't afford to lose it. For a billion dollars, we secure that we actually own the shelf space for another four years. And that's just so worth them doing.

35:41Matt Bertulli:Okay. So like in GLP ones, I guess hims and hers is the, the brand that I think of the most, like in the DTC world, it's like, that's who I think is playing. That's like your, you know, flashy brand. Is this space going to mature where you're going to get like the Warby Parker of, of like, of like gut health or like GLP one support? Does that happen as this matures?

36:04Sean Frank:You know, the thing that I'd be more worried about is that, you know, Eli direct is like, Like they just started selling directly to consumers, right? Now it's still gated. So you need a prescription. So you have to have some sort of teledoctor system set up and you have to, you know, be HIPAA compliant, all that type of stuff. So the incumbents there do have a big advantage, but instead of the, you know, the designer, well, I don't know, I guess I could see very high end, right? So like, if you have the concierge doctor, they're going to make extremely personal recommendations to you and check in and, you know, there's this big movement right now in like longevity.

36:41Sean Frank:I talked about another megatrend, right? Longevity is going to be big. But like people doing MRIs, weekly blood tests, maybe not weekly, but at least monthly blood tests, like getting all like a custom stack built to you with a doctor. And it's incredibly expensive to do that. But over time, it'll be less and less expensive. And we're already seeing services like, you know, things called Lifetime or whatever, like ripping doing 500 million dollars or whatever than like two years have you ever put any thought

37:08Matt Bertulli:i've not this is just a random thing but have you ever put any thought like why is it that everything seems to go to the polls like the super high end or the like commodity you know doesn't matter what the brand is like what what is the driving force there because it it seems like everything is touched by this no matter what it's like the middle just gets hollowed out you have no like you know, I would call it like a premium. It's just like luxury or commodity. Yeah.

37:35Sean Frank:Well, I just, I just had a great post go viral on t-shirts over on X.com. I saw it.

37:41Matt Bertulli:I have so many opinions. Go ahead.

37:43Sean Frank:But, uh, look, so we know true classic and they're killing it, right? A couple hundred million dollars, loan to the market. And then at the high end of the market, you have, uh, you know, I, I said, I said, Tom Ford, Bruno Coachelli, like, uh, Laura Piano, like the Shirts that it doesn't make sense to buy them. You know what I mean? It's like$500 plus. That's the entry price. And then in the middle, you just have 50 plus brands, 100 plus brands, 300 brands or whatever. And brands I love. I love Buck Mason. I put James Person there. I put Kutz in there. I put Huckberry. All these great brands that I love.

38:22Sean Frank:But you end up getting just a lot of sameness in there. They're all going to make a white t-shirt. it's all going to be 40 to 60 bucks or whatever um and the reason why i think it goes to these both both these polls is either you become aspirational right or you become mass market and it's very hard to do what buck mason does is be aspirational at a 50 price point or whatever right like people either want the very best of the best they want to drive rolls royces or they're going to buy toyota priuses and model threes right it's very hard i mean and that's why i would argue that Cadillac has lost its brand position.

38:54Sean Frank:It's like Porsche, Porsche is losing its brand position. It's like people, if you want the highest end, you're going to buy the high, you're going to aspire to drive a Koenig Zig, a name that nobody knew five years ago. Now kids are like, it's not a Koenig Zig. It's like kids on Instagram know what the hell that is. So it's like this, this bifurcation of like you to go extremely mass market. Tesla just got rid of the Model X and the Model S for that reason. They're like, yeah, people just want the three. So we're just going to make threes for$25 ,000. And that's, that's what the future looks like.

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40:05Matt Bertulli:Is that driven by, you think, like desire? Or is it driven by income inequality? Like other things that are, I guess, like more, like less choice?

40:15Sean Frank:Well, I think it's, I think it's, humans always want what's scarce. And this was possibly going all over the place. Welcome back, guys. So I think it's all going to tie together. Don't worry. Humans want what is scarce. And the flip side is for businesses to make money, they need high throughput. Another post I just did was that like the Model X only sold like 15 ,000 cars a year. Maybe it was 25 ,000. But you don't make money doing that. They sold 4 million Model Ys. So it's like the throughput is just so important. And that's why Hanes, the more$9 t-shirts they make, the more$8 t-shirts they can make.

40:55Sean Frank:And they make them sell$7 t-shirts and$6 t-shirts because they just end up getting this huge, the factory line from 24-7 at the highest efficiency possible. And that's what it takes, right? Just this throughput. And then it's good enough so people buy it.

41:07Matt Bertulli:Okay, so then the reason I'm asking all this is just to bring it back to the whole, like health, wellness, CPG space. This is something I've been thinking about is if you're building a brand right now in this space, a supplement brand, a food, a beverage, like any of those things, one of the powders. Do you start high-end or do you start low-end?

41:25Sean Frank:I would always say, and this was my advice for about 10 years, is that you should start as high as possible, right? Is that like, you know, there's margin in luxury. It's easier to find one buyer than 10 ,000 buyers. But I think Mike and Mike Beckham from Simple Modern Water Bottles and the True Classic guys kind of show that you can make a lot of money on the other end. So I would say pick one of the extremes. Just don't go in the middle. Nobody wants another$50 t-shirt. Like the$50 t-shirt has been won. There's too many good options. You can't stand out on a$50 t-shirt. You have to be$500. You have to be$5.

42:04Matt Bertulli:Yeah, and it seems to me that the, at least in the, I know a guy who, his entire business is, he makes products for Costco, right? So he doesn't care about the brand. Costco is basically like, we need this food product made, and this is the guy that makes it. And another guy does the same thing with Walmart. There is a business to be made or built just in servicing these large mass market. We want a low-end version of whatever else is out there. But it does seem to me that all of the new entrants in these big macro trends, or even I love the framing around like an ingredient trend, they all seem to start higher end.

42:46Matt Bertulli:And maybe that's just because it's easier to go down in price over time than it is to go up.

42:50Sean Frank:Yeah, totally, dude. Why is that? It's because the cost of shipping stuff is going up over time because of fuel charges and inflation and whatever else. And you need to be able to have enough of an AOV for paid social to work. And you need a high enough AOV that you can make an intro offer work, right? You know, another brand I love that I'm close with, Instant Hydration, it's like their intro offer is you get a ton of great value, but it bills two separate subscriptions at 50 bucks a month each. So it's like you're getting a lot of cross and double billing going on, but you need enough of that margin to actually get people in the door, right?

43:26Sean Frank:I think gut culture, if you buy one bag, it's 70 bucks. And if you get on a subscription, it's 30 bucks. So it's like we have a lot more people sign up for the subscription.

43:34Matt Bertulli:Yeah, you incentivize the subscription. is it um it might be a bit early for you in this brand but like have you noticed the it's like it is a habitual product it's like people actually use it as a it's like a habit forming i take it on the cadence i'm supposed to take it it's hard to tell no i mean it's a good question you know i

43:52Sean Frank:think where we messed up is that it's an electrolyte plus fiber product and you most people don't even take that every single day so like you know we sell 28 packs because it's supposed to be basically every day and it's it's more or less people taking like three to four a week so the next product we're going to do we're going to try to solve that where it's going to be more of like you know we're going to sell month supplies that are maybe 20 days or whatever you you take this when you feel like you need it it's not like a grooms where you take it every day which would then would affect the overall

44:21Matt Bertulli:pricing and math of a product like that because it is not a daily consumable right it's it's less frequent so like you're going to have to price it differently my buddy dan i don't know if you follow him on um on twitter i still call it twitter dude i don't know if i'm ever gonna change this is just an age thing uh dango so his handle is fit founder he talked about he talked about a psyllium husk in the past week and like 1.4 million freaking views on this post um he just did like a 28 day psyllium husk experiment taking two tablespoons three times a day and he and he documented out what it did to him yeah the thing the thing about fibers you have

45:03Sean Frank:to drink a lot of water to balance it out that's that's why we're with uh the electrolytes but um look i think maybe this is the hook of the show everybody it is the greatest time to be building brands and making money there is more winners and more losers than ever before and we're going to get into them right now i just think i just think there's so many there's so many great winners that are going to be built like every new ingredient every new opportunity but what I would focus on is weight loss is dead as a category. I don't think there's going to, there's no more juice there. Right. So it's like you didn't go into muscle building, you know, skin sleep.

45:36Sean Frank:Uh, I mean, the other thing is like, like, you know, brain health is going to be a huge one. Hearing.

45:41Matt Bertulli:I was about to say anxiety, depression, like all the mental health stuff, any angle there is going to crush dude with food, with supplements. Like that's another one chart business. Good. Just put in Google trends, anxiety, like there's your brand yeah totally there yeah i wanted to say like if you weren't building in fiber is there another one that you want to leave people with that you're like this is something else i think is worth paying attention to like so you said colostrum um these all seem like more ingredient or like more very like specific problem solution areas i mean look i think about

46:18Sean Frank:a lot of ideas uh hair loss is another one male pattern balding like okay so uh we started talking about um the looks maxing trend matt do you know what norwood is no okay so uh it's uh it's a chart i'm gonna google this yeah so it's a chart for how bald you are um okay so this is awesome yeah Yeah. We should post this. This is great. So that's now part of the lexicon, is people being like, I'm a Norwood 4. People know what that means now. People know that? Yeah, totally. Our Gen Z listeners are going to know exactly what the hell I'm talking about. But calling someone a Norwood 4, Norwood 5, it's like you're hopeless.

47:11Sean Frank:It's like you've got nothing going on.

47:14Matt Bertulli:Longevity is something I'm into. I saw, I think his name is Dr. Sinclair. He's like one of those like leading longevity experts. He's been on a bunch of pods, but he's been gone for a while. And he recently came back and he was talking about what they're doing. And he's got like, I think they're gene therapies is what he does. And he was, he made this comment that he gave a talk at one of these conferences. They talked about all of the things that he was able to do with these, like reducing the age of things. He's talking about the eyes, the ears, like your cells. He got a fucking standing ovation when he said, I can reverse male pattern ball in this.

47:50Matt Bertulli:He's like, it's the only thing anybody cared about.

47:52Sean Frank:It's like round of applause for the man at the top. Sinclair has been an OG at this space. I mean, doing like stuff on mice. So like longevity will end up being the biggest super trend of them all. People do not want to die. So like that is going to be a great place to try to build. It's going to be harder. all of these are just going to get harder over time usually we just throw protein in cookies and you call it a day and now it's like we have to figure out the ingredients that help you live longer and like gene therapies and stuff like that but yeah going back to male pattern baldness there's a bunch of money and great companies to be built doing a full scale thing to help guys grow their hair like another looks max in quote hair is life without hair there's no life I don't know if you've heard that

48:40Matt Bertulli:i didn't realize i'd be learning so much today from from the younger generation this is thanks for making me feel all dude uh okay so this is kind of where i wanted to go with this whole show is just there there it does seem like this is one of the greatest times ever to be building a consumer like not only is it getting easier to start uh but then there's just all of these large net new trends you know like the fact that weight loss could go away hurts my head. Because as long as I've been in the internet game, weight loss was like the best business to be in. It was like top three, easy. You sell anything in weight loss and just crush info product.

49:19Matt Bertulli:Didn't matter what it was, people would buy it. And now we're getting a whole new wave of things like the longevity, that category, that's a mega, mega, mega trend. There is so much to do there. And there's science every day. Like one of the things I've set up is a weekly, like it's like a Claude co-work research job that just goes out and finds me all the latest stuff that's happening in longevity purely from a like I want to know what's going on in ingredients and just like product opportunities as a builder growth

49:48Sean Frank:used to be finding the fastest growing subreddits and like I don't know if reddit's a good place to go anymore just because so much of the discourse has moved to Instagram and Twitter and wherever else like places that are harder to index but it used to be like you'd go on there and be like hey like that's that that's where you can spot new growing opportunities is like what's the fastest growing subreddits um but you know speaking of weight loss going away people are gonna lose a bunch of weight there's gonna be a bunch of skin left over like there's gonna be flabby skin and that's another great opportunity guys there's gonna be someone's gonna make great products to help with this great exercises workouts whatever um we're all we're all gonna be a little a little flabby a little less fat and people are gonna make great products for it so the future looks good

50:33Matt Bertulli:dude i love it i think this is just i want to end it here because i think there's it's so clear that there's like just a ton of categories and i mean okay i don't know about you but i get a handful of questions on the regular one of them is like what category should i expand my brand into or if i was going to build another brand because it's so easy now everybody wants to have a holding company what should you build like it's always this entrepreneurs have this like default exploration mechanism where they always want to go scratch around like what's new and this bucket of things, this like health and wellness, I don't know what else to call it, like just wellness, seems to be the best place right now.

51:10Matt Bertulli:Like they're consumable largely and the trend lines are freaking insane.

51:16Sean Frank:And removing people being fat will remove fatigue and chronic pain and it's got to open up like, here's top to bottom things to think about. Skincare, longevity, dental health, eye health, ear health, things that you can't really repair easily, right? Then it's going to be, you know, overall body image. Once you do lose the fat, then it's going to be mental health, anxiety, like cold plunges, saunas, all that stuff's going to be great. Uh, you can also then get into whatever, I mean, I think gut health is going to be huge. I'm doing stuff in fiber. People are going to have tummy issues because they're going to be injecting themselves with a bunch of stuff.

51:52Sean Frank:Then also, what are people also addicted to? People are taking Zinz all the time. I think pouches are going to be big. Big pushes in coffee. People are trying to look at coffee alternatives. We've had the mushroom coffee wave for a really long time. These are like 10 or 20 great things you could be thinking about and building in. And then the last point is there's going to be a bunch of people trying to build and stuff. It might be a great time to be selling shovels. So start a co-man. Start an ingredient packer. You know what I mean? It's like you can just sit, be the number one creatine guy on the East Coast.

52:22Sean Frank:Be like, hey, if you need creatine, whatever, I'll make it for you. Like there's just a bunch of little opportunities here for you to move as an operator, listening to the operators podcast to move up the stack and serve other operators, move down the stack and serve customers, all these new verticals. So best time to be building ever, man.

52:36Matt Bertulli:That's a great advice. Let's send it there, man. This has been good, dude. You gave me a ton of to think about. I think the people listening are going to like this one.

52:43Sean Frank:Dude. And Matt learned about Norwood guys. So look at this.

52:46Matt Bertulli:I just learned about Norwood as a 45 year old man who's losing his hair. I didn't understand that there was a name for it.

52:53Sean Frank:I'm probably, I'm probably Norwood one, 1.2, 1.5, maybe a two, but I'll tell you.

53:00Matt Bertulli:It's because you're young and you just had your first kid. Let that little buggers just age you a little bit. You let me know how you do over the next 10 years.

53:06Sean Frank:Oh, dude. And I look, I've been in the community, bro. I've been taking Finasteride for five years, 10 years, man.

53:11Matt Bertulli:Oh, there we go. Oh, there you go. You're, you're an early adopter. Okay.

53:23Thank you.