Accelerating growth in a competitive market.

Thorne

How a science-backed supplement brand turned decades of clinical trust into a 5.6x increase in value in under three years.

0.8B

From $680M – Valuation grew nearly 6x in under 3 years.

DTC YoY net sales growth in 2025.

Fastest growing clinical brand on Amazon & Fullscript.

“Jackman has tremendous capabilities in research, data analysis, strategic focus, ideation and asset development. I just worked with the team to lay out our plan here at Thorne and was able to get my entire Leadership Team and Board aligned behind a simple but powerful playbook that so far has yielded outstanding results.”

— Colin Watts

Chief Executive Officer, Thorne

Project Details
Client: Thorne
Category: Health & Wellness
Location: United States
Scope: Strategy, Brand, Activation
Situation
Thorne had already earned the kind of credibility most brands spend decades chasing: The Mayo Clinic, the UFC, and 47,000 healthcare professionals who trusted its products with their patients. This wasn’t a brand in trouble. It was something harder to solve: a high performer in a commoditizing category, growing at 30% CAGR, with the ambition to double revenue and several strong paths that could get it there. Jackman was brought in to find the right one, align the organization behind it, and give Thorne the platform to accelerate.
Discovery
The supplement category was entering a stage every maturing industry reaches: Convergence. Brands had clustered around the same functional claims: quality, clinical research, and ingredient purity. Consumers perceived little meaningful difference between them, and 66% were open to switching brands at any moment. The window to break away and claim category leadership was open.

Two streams of quantitative research, one on consumers and one on healthcare professionals, gave us a complete picture of where Thorne’s growth was coming from and where it could go. Two segments came into sharp focus: the Proactive Optimizer, who is driven by a relentless appetite for self-improvement and genuinely loves the process of getting there, and the On-Trend Connector, influential promoters who make health an identity. Both placed outsized trust in medical professionals and physical trainers. Both were ready to pay more for a brand that earned it. Neither was being fully served.

Thorne had the credibility of a practitioner brand and the untapped potential of a consumer brand. The numbers confirmed it: a Consumer NPS of 62 against a peer average of 43, and an HCP NPS of 51 against a peer average of 28. No brand in the category had successfully served both at once. We built the strategy to be the first and we built it before the window closed.
Shift
Every other player in the category was competing on the same functional ground: quality claims, clinical research, and ingredient purity. Thorne was already winning on all three. The opportunity wasn’t to out-claim the competition. It was to out-define it.

FROM Premium Supplement Brand → TO Pioneers of Optimal Personal Performance

Thorne’s Category of One was built on how people live their lives, defined by innovation, personalized outcomes, and the deepest professional trust in the industry. A position only Thorne could credibly occupy.
Build
The strategy ran on two imperatives: establish Thorne as the undisputed authority in the category and make it the most relevant brand consumers had ever seen. We defined a consumer hierarchy that put the Proactive Optimizer at the centre and the On-Trend Connector as the halo, then built the ecosystem to make it real: a personal health app, an AI advisor, a reimagined professional platform, and a physical channel strategy that together gave Thorne a complete and connected presence in its customers’ lives.

We worked directly with every key function at Thorne to build the full North Star activation plan with initiatives sequenced, financial implications modeled, and milestones locked. The plan aligned Thorne’s entire leadership team and board behind a single direction.

3 Big Takeaways

The overlap between two audiences unlocked everything.
A single growth plan the entire organization owned.
A complete consumer ecosystem, built across every touchpoint.

1. The overlap between two audiences unlocked everything.

Research proved two segments could be won as one.

The research surfaced two high-value segments, the Proactive Optimizer and the On-Trend Connector, who shared core needs no brand had ever addressed simultaneously. We built the strategy to be the first, giving Thorne a clear path to win with both rather than choose between them.

2. A single growth plan the entire organization owned.

Strategy accelerates when everyone owns the same plan.

We worked directly with every key function at Thorne to build a full activation plan, sequence initiatives, model financial implications, and lock milestones. The result was a leadership team and board fully unified behind a single growth direction for the first time, with the confidence to move fast.

3. A complete consumer ecosystem, built across every touchpoint.

Every touchpoint designed to better customers' lives.

A personal health app, an AI advisor, a reimagined professional platform, and a physical retail channel strategy gave Thorne a fully connected presence in its customers’ lives. Conceptual creative across packaging, digital, and retail brought the Category of One to life with precision and conviction.