The brief's simple: keep the brand loud and the hype building while Joely's out. So before I wrote a word, I went through the lot — the site, the Crew, the reviews, the Boots launch. Here's where I'd keep the noise up. Plus a few places I reckon we can properly fly.
That's rare, nine months in. So none of this is a rescue job. It's pouring petrol on something that's already alight.
Loads of your Crew already stick around — better than most brands manage. Nudge that up a notch and everything gets easier: cheaper to grow, louder word of mouth, more women telling their group chat.
So the thread running through all of this is one idea you already started — turn the women who try it into Regulars who stay.
Selling out in seven weeks settled the "does anyone want this" question for good. So this isn't about buying more ads — it's about getting it in front of the right women, the right way, so the ones who come in are the ones who become Regulars, not the ones who try it once and ghost you.
AG1 became a household name barely posting themselves. They got the right people talking, turned the best of it into ads, and paid them a cut so it never stopped.
Your version: the reformer instructor and the women's-health voices who can mention bloating without it sounding like an ad — because for them, it isn't.
Boots has its own ad setup that puts you in front of their shoppers, near the stores that stock you — and shows you it turned into a sale, not just a like.
So "we're in Boots" stops being a nice post and starts being a number.
Your best advert isn't an advert. It's the stick in the right hand at the right moment — and it sorts the "will she stay" question before she's even paid, because she's already felt it work.
Big enough that it gets its own bit later. Keep going.
Women don't Google "We Are Regular". They Google "why am I so bloated", "can't poo on holiday", "constipation before my period" — at 11pm, a bit desperate, hoping someone's just honest with them. Right now nobody really owns those answers. You should. You're literally built for the questions everyone else is too polite to say out loud.
Proper, honest articles on the stuff she's typing — holiday constipation, period bloating, "what actually works". Straight answer first, no waffle, real talk.
Your "Know Your Poo" bit is already the right shape. Let's make it where women land.
Put Laura, your nutritionist, front and centre so it's legit — then say it the way only you can. Everyone else is either trustworthy-but-dull or fun-but-dodgy.
You can be a proper expert and make a poo joke in the same breath.
More and more, she's not Googling — she's asking ChatGPT "what helps with bloating". Almost no gut brand is set up to be the name it says back.
Get in early — the right words, in the places women trust — and you become the answer, full stop. Wide open right now. Won't be for long.
The first couple of weeks quietly decide whether she's still around in a year — and you've nailed the hard bit: it works, and she feels it. From here it's two easy wins. Be right there the moment the relief lands. And stop losing women by accident — because a chunk of "cancellations" are just an expired card nobody chased.
Tell her on day one roughly when she'll notice — then check in exactly when she does. Not nagging. Just standing there, grinning, the moment it proves you right.
Loads of women who "leave" never meant to — their card expired and nobody asked again. Quietly winning that back is the easiest money in the building.
Do this before spending a penny finding anyone new.
Right now the Poo Crew is a nice badge on reviews. Make it a thing women actually belong to — the in-jokes, the perks, the VIPoo treatment, somewhere to genuinely "Chat Sh!t With Us".
Women who feel like they're in the club don't leave like customers do.
A show earns its keep when it builds a proper community, not just downloads — fewer, sharper episodes, guests women trust, somewhere for the Crew to gather between drops. But whether it survives Joely's leave comes down to one thing: someone else footing the bill. So let's talk about who'd happily do that.
The big wellness shows are stuffed with sponsors — the gut-health apps, the fitness trackers, the greens powders. Women who'll trust a host's word are exactly the audience brands pay a premium to reach.
Add a little code and you can see what it made.
Don't pitch "a wellness podcast". Pitch the moment your show lives in — the holiday brand, the period-care brand, the activewear label, the hotel group. Whoever's product is sitting in the exact scene you're describing on air.
Swap random gifting for a tight circle of the same aligned women, on repeat — not a different face every week. They become your guests and your clips; the show gives them something worth posting.
Each one makes the other louder.
Holly, this is your patch and you're brilliant at it — so I'm not going to tell you how to work a buyer. What I can do is hand you the stuff that makes those meetings easy: a Boots shelf that's visibly flying, press with the word "Boots" in the headline, and a brand loud enough that they've already heard of you before you sit down.
Get Boots putting you in front of their own shoppers near the stores that stock you. Get the staff on side so they recommend you. Turn your online noise and your reviews into a "now in Boots" moment that sends women straight to the shelf.
Because the next buyer only cares about one thing: is it selling?
The lovely independents actually hunt for newcomers — and Selfridges has literally made "gut health" a thing. What they want is exactly what you've got brewing: something different, a founder story with a why, and proof women are buying.
Your Boots numbers plus the noise we're making = you walk in already wanted. I'll get the pack and the heat ready; you do what you do best.
Everyone in wellness teams up with… more wellness. Don't. Team up on the feeling — freedom, confidence, the sheer joy of a body that just works — and your perfect partner is almost never another supplement.
e.l.f. teamed up with Liquid Death on black-metal makeup and it sold out in forty-five minutes — because two brands with the same cheeky attitude crashed into each other from totally different aisles. And the bit for the bank balance: the partner usually picks up the cost. A great team-up isn't a bill. It's free fuel.
The two things nobody talks about with their own body? Her period and her poo. One brand spent a decade brilliantly smashing the silence on the first.
Team up with someone like that and you borrow a decade of "honest about women's bodies" overnight — plus a partner who's already won this exact fight. The headline writes itself. No other supplement brand would dare. You would.
the feeling · honest about women's bodiesSurreal is getting cereal into the big supermarkets without going boring — which is precisely your situation now you're in Boots. Same fight, different aisle.
"The most important poo of the day." A cheeky breakfast-table team-up between two British brands who refuse to grow up as they grow big. Cheap to make. Loud as you like.
tonal twins · staying cheeky at scale"I can never go on holiday" is in your founding story and half your reviews. Everyone feels it. Nobody owns it — just faceless travel pills with no personality.
So plant the flag. A little something on the hotel pillow the night before a flight. The airport-lounge moment. "Regular on holiday" — and you already say it: keep things moving, wherever you are.
wide open · the exact moment she needs youLiquid Death's whole thing is one gloriously-too-far drop every few months that gets written about everywhere, for free. You're built for this like no other gut brand — you sell something called 01. Bowel + Bloat Relief and make it cool.
A limited drop so unapologetically about poo that the press has no choice but to cover it. The thing nobody expects a supplement brand to make. I'll handle the how — all I need from you is the nerve, and I don't think that's in short supply.
free press · be brave once a quarterSampling isn't a freebie you can't measure. Done right it's the most honest channel you've got. More than a third of the right samples turn into a sale — and because she signs up to get one, you learn who she is at the same time. A woman who's tried it and loved it. Exactly the kind who stays.
Not a sad bowl of sachets at the desk — woven into the class itself, where she already is, glowing. The big pilates lot already build women's-health into their timetables. Get in there.
The holiday thing, made real. One stick on the pillow the night before a flight. You're fixing the exact problem at the exact moment it starts — and quietly owning the scene.
Wellness days, women's-health events, the festival loo queue. Tie every sample to a quick sign-up, so a handout becomes a woman you can actually talk to — never a freebie you can't trace.
None of this needs Joely in the room to keep moving — which is rather the point of having me. Slow-burners lit early, quick wins banked while Boots is hot, and one brave swing teed up for her to come back to.
Point me at it and I'll get on with it. You two do the bits only you can.