Better Way Health
Better Way Health — 26 Years
A single proprietary ingredient sits at the center of five distinct markets. The infrastructure is built. The moat deepens every year. This is what we're building.
The Science Moat
Dr. Václav Větvička — the world's leading beta glucan researcher at the University of Louisville — has published 11 independent head-to-head comparison studies evaluating 50+ commercial beta glucan products. BWH-85™ (published as Glucan #300) finished first in every single one.
The performance advantage comes down to one word: purity. BWH-85™ is 85%+ pure. The competition is ~70%. That 15-point gap is the mechanistic explanation for why the margin holds in every study, every endpoint, every year.
"In all tests employed in our study, Glucan #300 was the most active."Dr. Větvička — Anticancer Research 2018 (16 glucans tested)
"Glucan #300 was consistently the most active glucan from all."Dr. Větvička — Journal of Clinical Medicine 2026 (9 glucans tested)
Head-to-Head Data
independent comparison studies published by Dr. Větvička — #1 in every single one
more IL-2 cytokine production vs. the next-best competitor (910.8 vs. 508.1 pg/mL)
reduction in lung metastases vs. PBS control in the 2026 head-to-head study
more effective than the product Lumati had been selling. They switched on the data. First order: $40,000.
IP Portfolio
Registered: US, China, India, UK, EU
Direct to Consumer
Revenue has grown every single year. Subscription as a percentage of total went from 51% in 2023 to 74% in 2025 — and keeps climbing. This isn't a marketing story. It's a retention story.
The webinar is the growth flywheel. ROAS went from 1.3× to 3.5×+. 40+ health topics, each led by a credentialed KOL. The system now runs continuously — a non-webinar week is visible in the subscriber numbers within days.
"You guys have found something really cool here. If I was looking at buying your business, this would be something I'd be really interested in."John Quilter — Business Advisor, January 2026
Revenue Trajectory
Four Product Lines
Immune health & cancer support. The product that built the company. Mature cohorts show 2.2% monthly churn after 6–8 years on product.
Anti-aging skin health. Cold-traffic validated Feb 2026 — 99 new subscribers from zero-brand-awareness audiences. Highest LTV:CAC in the line.
Biological age reversal. TruDiagnostic study reversed aging in 7 of 11 organ systems. 2,508 subscribers already self-administering before the dedicated funnel launches.
Children's immune health. 6 independent clinical trials. Active discussions to embed directly into Dartmouth Children's Hospital clinical protocols via Fullscript.
Clinical Channel
Practitioners won't recommend a product their patients can find on Amazon. Full stop. That's why BWH Labs exists as a completely separate brand — practitioner-exclusive, unavailable to retail consumers, purpose-built for the clinical relationship.
The Fullscript platform is how functional medicine practitioners, naturopaths, and integrative MDs order for their patients. Getting embedded there with a practitioner-exclusive brand backed by 11 head-to-head studies is a structural advantage no D2C brand can replicate.
BWH Labs launched in 2026 with three things in place on day one: Dr. Jocelyn Strand (VP Education) with a practitioner network ready to order, a first outside sales rep with 30 years of experience selling to practitioners, and clinical credibility no competitor on the platform can match.
Platform — Fullscript
The primary ordering platform for functional medicine practitioners across North America. Patients cannot purchase directly — ensures the practitioner relationship stays intact.
Dr. Jocelyn Strand, ND — VP Education
Onboarded April 2026. Brings an active practitioner network ready to order on day one. Clinical credibility that no competitor on Fullscript has matched.
First Outside Sales Rep
30 years selling to practitioners. Started March 2026 on commission. Covered 2 major trade shows in April — $70K–$100K in expected channel sales already funded.
Dartmouth Children's Hospital
Dr. Matthew Hand (Section Chief, Pediatric Nephrology) in active discussions to embed Immune Ready Kids directly into hospital clinical protocols via Fullscript. 500+ practitioners across the network.
B2B Ingredient
This channel barely existed 18 months ago. Today it has two confirmed customers, a global distribution partner, and IP licensing in development. The ingredient is so defensibly superior that once a B2B buyer sees the head-to-head data, the decision is simple.
Lumati — the celebrity longevity clinic (Tony Robbins, Justin Timberlake) — had been using a competitor's beta glucan. We ran the Větvička comparison. BWH-85™ came back 64× more effective. Their first order was $40,000. That was Dec 2025 — the first-ever B2B raw ingredient sale in BWH's history.
TSI Group (makers of myHMB® and Velositol®) confirmed May 2026. Global distribution. They're incorporating BWH-85™ directly into their formulations. This is the second confirmed B2B customer and a significantly larger player than Lumati.
Customer 01 — Confirmed
Lumati
Celebrity longevity clinic. Private label 500mg + 100mg capsules + raw BWH-85™ powder. Switched from a competitor after head-to-head data showed BWH-85™ 64× more effective.
$40,000 first order · Dec 2025
Customer 02 — Confirmed May 2026
TSI Group Ltd
Makers of myHMB® and Velositol® — two of the most widely distributed sports nutrition ingredients globally. Incorporating BWH-85™ into their formulations. Global distribution reach.
Global reach · Significant scale validation
Every other channel sells beta glucan as an immune health ingredient. Skin care would be something different entirely — beta glucan as a topical, dermatological active. A new customer, a new market, a new use case for the same defensible IP.
This is the dashed line on the strategy whiteboard from May 2026. It isn't resourced yet. But the science is there — six peer-reviewed studies showing collagen synthesis stimulation, cellular proliferation, and wound healing applications.
The Replenishment Cream (currently in D2C) is the proof of concept — beta glucan applied topically is already working in BWH's existing product line. The question is whether to build a standalone skin care brand around that mechanism. That conversation is happening now.
6
Peer-reviewed studies on topical beta glucan applications
+35%
Collagen synthesis increase in controlled dermatology studies
87.5%
Early survival rate — Replenishment Cream (cold traffic, Feb 2026)
29.1×
LTV:CAC on the Replenishment Cream — highest in the product line
Why It's Different
Immune health targets one customer segment. Skin care is a completely different demographic — the anti-aging and dermatology market is 5× larger. The same BWH-85™ IP, the same science moat, a completely new buyer.
The Business
The Growth Engine
14 months. 65 weekly leadership meetings. A single thesis emerged: the webinar is the growth flywheel. ROAS went from 1.3× to 3.5×+. The engine now runs 40+ health topics, each led by a credentialed KOL.
Q2 2025 — The Big Bet
Rebuilt the Entire Stack
Migrated from WebinarJam to AEvent + Zoom. Brought in Ed O'Keefe as consultant. Removed the 1-bottle option — subscribe or 3-pack only. Subscription rates jumped from ~80% to 95%+.
Q3 2025 — Validate the Channel
Affiliate-Driven Traffic Proved Out
Karlfeldt $10K sponsorship returned $27,200 day-of. First-ever Restream simulcast to YouTube + Instagram. First MD in 26 years (Roundtree). 79% new-customer rate.
Q4 2025 — The Flywheel
Black Friday Live. $70K in 3 Hours.
Invented the multi-speaker live telethon format. Annette Reeder (500K YouTube subscribers) drove $50K+ in a single 1-hour webinar — 89.3% new customers.
Q1 2026 — Predictable Growth
"All the growth right now is coming from the webinars."
Stagall webinar AI-graded 97% A-. January total revenue $540K. Non-webinar weeks visibly drop subscriber numbers within days. The webinar is the heartbeat. Studio 85 begins construction.
Q2 2026 — Studio 85 Era
Operationalized. 8-Week Planning Buffer. In-House Studio.
Studio 85 completed at The Barn — redundant internet, UPS power, pro production. Jocelyn Strand onboarded. Goldcare partnership (20% commission) confirmed. Weekly cadence is now the operating standard.
What's Coming
The conservative base case is already $7M. These are the individual opportunities that each could add $500K–$2M in annual revenue on their own.
60 patients. BWH-85™ at 1,000mg/day. Measurable biological age reversal in 7 of 11 organ systems. Publishing in Frontiers in Nutrition. Upon publication: dedicated longevity webinar funnel targeting the fastest-growing, highest-spending consumer health segment.
Publishing Now · Funnel ReadyWorking with Jonathan Emord — one of the most successful FDA attorneys in the US — to pursue a federally recognized qualified health claim on BWH-85™. No marketing budget can replicate this. Permanently transforms pricing power, distribution access, and business valuation.
In Progress · $150K InvestmentDr. Matthew Hand (Section Chief of Pediatric Nephrology) wants to embed Immune Ready Kids directly into hospital clinical protocols via Fullscript — inside their EMR system. 500+ practitioners across the network.
Active DiscussionsTSI Group makes myHMB® and Velositol® — two of the most widely distributed sports nutrition ingredients globally. They're now incorporating BWH-85™ into their formulations. First time BWH-85™ gets global B2B ingredient distribution.
Confirmed May 2026A largely untouched market. Mark Hicks is leading. The model: run a study, take results to all LTC facilities simultaneously. Immune health in aging populations is one of the most compelling clinical applications for BWH-85™.
Early · Mark Hicks LeadingA separate entity from BWH (kept apart for FDA compliance). Becoming the AI-powered ultimate reference on beta glucan research — covering cancer, heart disease, aging — topics the commercial site can't touch.
Active · BuildingDecember 2023
Kevin, Reggie, AJ Lanigan, and John Quilter sat together in December 2023. One question: what would it actually take to turn this into a real company?
Three things had to happen. Two are done. One is in motion. The plan from that meeting is the business you're looking at today.
"You've got the best ingredient in the world and you've got the science. You need supply chain security, clinical education, and someone who can sell to practitioners. Build those three and you have a $20M business."John Quilter — December 2023
Part 1 — Supply Chain
✓ DoneLock the supply. Own the purity standard.
Kinjal Desai joined as VP of Operations. Secondary supplier qualification underway. KSU strain development in progress. BWH-85™ purity standard codified and trademarked across five global markets.
Part 2 — Clinical Education
✓ DonePut a credentialed educator at the center.
Dr. Jocelyn Strand, ND joined as VP of Education in April 2026. Her practitioner network was ready to order on day one. BWH Labs now has a clinical face that no competitor on Fullscript has matched.
Part 3 — Practitioner Sales
↑ UnderwayPut a seasoned rep in front of practitioners.
First outside sales rep — 30 years selling to practitioners — started March 2026 on commission. Covered 2 major trade shows in April. $70K–$100K in expected channel sales already funded.
Capital Deployment
In February 2026, Joe Bricker committed $1M against a specific execution plan. Every dollar was earmarked before he wired it. This is where it went.
Return Already Visible
BWH Labs live on Fullscript with VP Education onboard
TruDiagnostic study results in — publishing in Frontiers in Nutrition
Warehouse operational — 3PL costs eliminated
FDA qualified health claim in progress with Jonathan Emord
BWH Labs — Practitioner Brand
Fullscript launch, Dr. Strand, first sales rep, trade shows, collateral
FDA Qualified Health Claim
Jonathan Emord engagement — pursuit of federally recognized claim
TruDiagnostic Longevity Study
60-patient biological age reversal study — publishing in Frontiers in Nutrition
In-House Fulfillment Center
The Barn warehouse build-out — full operational independence from 3PL
Staffing
Operational team expansion to support growth phase
Strategic Advisors
John Quilter, business architecture, M&A positioning
Stord — Fulfillment Transition
3PL → in-house migration; eliminated ongoing per-order logistics cost
KSU Strain Development
Kansas State University — secondary strain research and qualification
Under the Hood
Three years of unglamorous infrastructure decisions. Supply chain, fulfillment, cost structure — none of it is photogenic. All of it is why the margins are what they are.
Supply Chain
Primary + secondary supplier qualification. KSU strain development. Purity verified at 85%+ minimum — 15 points above the competitive average.
Purity & IP
BWH-85™ and BWH-90™ trademarks filed. 5 registrations: US, UK, EU, China, India. The "85" is a legal purity standard, not a marketing claim.
Clinical Research
11 Větvička head-to-head studies. TruDiagnostic longevity study. FDA qualified health claim in pursuit with Jonathan Emord. 40+ KOL relationships.
Distribution
D2C (Shopify + Recharge) + Fullscript + Amazon + B2B ingredient + private label. In-house fulfillment at The Barn. Five live channels simultaneously.
Education & Sales
40+ webinar topics. Studio 85 production facility. VP Education onboard. First practitioner sales rep active. Clinical KOL network expanding weekly.
The Warehouse
We built a full in-house fulfillment center at The Barn. $100,000 investment. Stord (our 3PL) cost was eating margin that compounded every quarter. We eliminated it.
The result: lower per-order cost, faster turnaround, full operational control. When you ship 11,000+ subscription boxes a month, owning fulfillment isn't optional — it's the margin.
The Cost Structure
Wave 1 (Oct–Feb): Identified $20–30K/month in overhead. Cut without touching operations. Margins moved immediately.
Wave 2 (Post-Marcus): Kevin's departure freed $250K in annual compensation plus $15K/month in additional overhead. The business became structurally leaner than it had ever been.
Same 12-month window: ROAS went from 1.4× to 3.5×+. Lower cost base plus better acquisition efficiency. The margin profile you see today is a direct result of that work.
ROAS — 12-Month Window
Business Valuation
Three independent valuation lenses. All three converge in the same neighborhood. This is what the business is worth right now — before the FDA health claim, before TSI scale, before the longevity funnel, before Dartmouth.
ARR Multiple
$19M–$30M
$7.6M ARR × 2.5–4.0×. SaaS-comparable multiples for a subscription health brand with 9–11× LTV:CAC, demonstrated low churn, and no single-customer concentration risk.
Revenue Multiple
$14M–$22M
$6.3M 2025 revenue × 2.2–3.5×. Conservative for a brand with demonstrated subscription stickiness, a proprietary trademarked ingredient, and five active distribution channels. This is the floor.
LTV:CAC Quality
Top Decile
9–11× LTV:CAC. CAC payback under 2 months. Mature subscriber cohorts at 2.2% monthly churn after 6–8 years on product. Acquirers in health & wellness pay significant premiums for this cohort profile.
"There are two ways to think about this. The fundamentals — what the business is worth based on exactly where it stands today. And the future — what that number becomes when the qualified health claim lands, when TSI scale comes through, when the longevity funnel goes live. You are not being asked to pay for the future. You're being invited to get in before the market prices it."From the Bricker Investment Memo — February 2026
Tom Blue & Ovation Lab
You came in through BWH Labs — the practitioner channel. What you haven't had visibility into is everything upstream and downstream of it. The D2C machine that generates the capital. The webinar engine that acquires subscribers at a 9–11× LTV:CAC ratio. The B2B ingredient plays that create a market floor. The research moat that no competitor can replicate without 26 years of relationships.
The question isn't whether BWH is worth investing strategic partnership resources in. The question is: where does your involvement have the highest leverage?
01
The practitioner market for functional supplements is $250B+. BWH Labs has the only practitioner-exclusive beta glucan brand on Fullscript with a clinical proof stack that no competitor has. Ovation Lab's expertise in HCP brand building is exactly what BWH Labs needs to go from a good idea to a dominant market position. Target: 30% of total BWH revenue from practitioner channel within 36 months.
02
We can't build everything at once. The cream funnel, the longevity funnel, the LTC channel, the Dartmouth protocol, the B2B ingredient play — all of these have real ROI. The hardest problem is sequencing. Your perspective across the health industry — where capital, attention, and timing create compounding returns — is the resource we need most right now.
03
The TSI deal validates that the B2B ingredient channel is real. The Lumati deal validates celebrity/longevity. The Dartmouth discussion validates institutional health systems. What we're looking for are introductions to the right investors, distribution partners, and practitioners — people who can see the size of what BWH-85™ can become before the mainstream breaks.
The Thesis
26 years of relationships. 11 published comparison studies. Five channels. A trademarked ingredient. A $7.6M ARR subscription base. A webinar system that converts cold traffic at 9–11× LTV:CAC. A clinical proof stack that no competitor has bothered to build. We've been building the moat while everyone else has been selling commodity powder.
The infrastructure is here. The question is how fast we move.
— Reggie Black
CEO, Better Way Health · May 2026