Following our call, I've spent time properly experiencing the brand as a customer: the site, the subscription, the onboarding I went through myself, the whole journey so far. A lot is already working. The product is genuinely brilliant, the community is forming, and Boots is a real moment.
I've approached this as an exercise in maintaining momentum, making sure nothing has to slow down while Joely is away, while also proposing a few things where I think I can add value, which lets Holly stay focused on commercial growth without carrying the marketing engine alone. Here's how I'd approach it.
Most gut health brands whisper. We Are. Regular. says it out loud. That confidence runs through the packaging, the copy, the photography, and it's what makes the brand memorable in a crowded category.
The Poo Crew exists in name. The subscribers are there. The appetite for something to belong to is visible in the reviews and the engagement.
The reviews are extraordinary: real women, real results, real emotion. That kind of social proof is difficult to manufacture and even harder to ignore. It's the foundation everything else builds on.
Having gone through the subscription journey myself, the first 30 days are where the next real gain sits. That's where habits form and advocates are made, and there's a genuine chance to make an already strong experience even better.
More than 150,000 UK searches a month sit across the symptoms We Are. Regular. solves. This is measured demand, and almost none of it reaches the brand yet.
UK searches a month across your symptom terms.
| laxatives | 33,100 |
| constipation relief | 27,100 |
| bloated stomach | 18,100 |
| fibre supplements | 14,800 |
| how to get rid of bloating | 8,100 |
| probiotics for women | 8,100 |
Source: Google data via DataForSEO, UK monthly averages.
where We Are. Regular. is recommended when women ask AI assistants about bloating and constipation. It's cited when asked about directly, but never picked unprompted.
The answer layer is wide open. Whoever feeds the engines citable, evidence-led content first becomes the default answer.
Nine months in, you already have some search visibility on a limited set of terms, which is a good footing for a brand this young. The opportunity is the scale around it: more than 150,000 UK searches a month across the symptoms you solve, most of it still to win. The plan would be a targeted programme of organic SEO and GEO, supported by paid while the organic builds.
UK searches a month across your symptom terms: laxatives (33k), constipation relief (27k), bloated stomach (18k), get rid of bloating (8k).
brand searches Wild Dose has built from a standing start. That's the runway in front of you, not a gap behind you.
where almost all your traffic comes from today. One channel is carrying acquisition, so there is real room to widen the base.
The shape is straightforward. Paid puts you in front of the demand this week. Organic SEO and GEO earn it over time. They run together, not in sequence.
A targeted programme, not a scattergun. Start where brand contention is low and the language is human: "how to make yourself poo" (2,900 a month), "bloated after eating" (4,400), the real long-tail questions no strong brand owns yet. On-page work, schema, steady backlinking to build the domain authority you'll need for the bigger terms, and Laura Jennings bylined throughout. This is the channel that pays back for years.
While the organic builds, be in front of the demand now. "Constipation relief" is 27,000 searches a month at 69p a click, "get rid of bloating" 8,000 at £1.15, and almost nobody is bidding against you. Tight budget, tracked to subscription, a clear CPA target, reviewed weekly.
Instagram is doing almost all the work today, so the job is to build demand the same way and reduce the reliance on one channel. UGC and creator content beats polished brand creative here. Run many variants, cut what doesn't convert in week one, scale what does. The Poo Crew reviews are some of the strongest ad creative you already have.
Boots.com already ranks top five for most of these terms, and you are on its shelves. Radius-targeted social around every stocking location turns that into footfall, run alongside every piece of PR that names Boots.
Most gut health brands find it awkward to talk about the problem directly. We Are. Regular. doesn't. That's the edge, in search and in the AI answers that are quietly replacing it.
Women don't search for brands when something's wrong, they search for the problem. "How to get rid of bloating." "Why am I bloated all the time." Real, validated volume, and brand contention on the long-tail is low.
Keyword mapping against symptom terms, on-page optimisation, schema markup so reviews surface in search, steady backlinking to build authority, and Laura Jennings as the named voice on every piece of content.
When women ask AI assistants about bloating and constipation, 88% of answers name no brand at all. The honest reply is fibre, water, see your GP. Even Symprove, the category's biggest name, is recommended on fewer than one in seven answers. Nobody owns this space yet.
This is the fastest-growing way people find answers, and the category is wide open. I've run it across four AI models and real buyer questions: the brand that gives the engines something evidence-led and citable to point to becomes the default answer. You need to optimise for this now, while it's still empty.
What the machines cite is the lever. They lean on health authorities like the NHS and commerce roundups like Healthline, not brand content. We can't pitch the NHS, but we can earn into the pitchable layer: Healthline-style best-of lists, retailer editorial, and dietitian-backed evidence. That's where the recommendations are brokered.
A technical audit shows exactly why the visibility isn't there yet, and most of it is quick to fix.
domain authority, against Wild Dose's 34. They hold 82% of category search visibility. You hold 0%. Earned links from credible health and press titles close the gap.
mobile load time, against Google's 2.5-second standard. The animated hero GIF and a stack of third-party apps are the cause, both fixable.
reviews at 4.86 stars already live, but the schema omits them, so no star ratings show in Google. Adding it is the fastest win: more clicks, no change in position.
Plus 416 technical errors across 38 pages, page titles led by "01." instead of the keyword, headings out of order, and the missing alt text and trust signals a health brand needs to rank at all. A clear, fundable fix list, not a rebuild.
60% retention is a strong base. The opportunity is to understand exactly when and why the 40% leave, and to build an experience so good that leaving feels like the wrong decision.
Cohort tracking that shows when subscribers open, click, go quiet, and when they churn. Day 7 is usually when women feel the product working, so that is the moment to ask for the review, the share, the referral. It points to where to intervene, rather than guessing.
The current flow doesn't match the quality of the product. Day 1 sets expectations. Day 3 normalises the experience. Day 7 captures the high. Day 14 deepens the habit. Day 28 gets ahead of any renewal doubt. Each triggered by behaviour, not just a calendar.
Right now it's a reviews page with a brilliant name. Make it the thing subscribers feel they belong to. As a single-SKU brand, the membership experience becomes the product extension: early access, quarterly subscriber gifts, community moments, a referral mechanic that feels like bringing a mate in rather than earning a discount.
Creator gifting and follow-ups are already happening, which is the right instinct. The next step is to make it a programme: a community-led model like Community x SEEN, where customers and creators generate content the brand can reuse across paid and organic.
The UGC feeds straight back into paid social, so reach and creative build on each other rather than resetting each month. The content the community produces becomes the brand's most credible, lowest-cost acquisition engine, and the raw material the SEO pages and AI answers draw on.
You already have the right idea on the table with Ultra Violette. One gift is a nice surprise. A rolling benefits programme is a reason to stay subscribed.
Approach: direct to brand partnership contacts, not press offices.
Sampling that builds brand heat without leaning on paid spend, and generates content and conversion at the same time.
Not gifting, a structured funnel. Well-placed sampling converts at a meaningful rate, because those women arrive already knowing the product works.
Every sample tied to a sign-up and every placement tracked, so spend follows what performs. A review prompt triggered at Day 7, when most women feel the product working, turning a free trial into a subscriber and a piece of social proof at once.
Not wellness adjacency. Brands that share the same emotional territory: freedom, confidence, your body actually working.
Two brands talking openly about the parts of women's bodies nobody else will. Cooler and more playful than the category, completely unembarrassed, exactly the territory We Are. Regular. owns.
Getting onto supermarket shelves without losing their cheek, exactly the challenge in Boots. Two British brands refusing to get boring as they scale.
Gut anxiety is a silent dating tax. "Thursday is coming. Be ready." Two challenger brands, same energy, completely unafraid.
Two brands completely unbothered about what happens in the bathroom. The collab that earns press purely for existing.
Travel constipation is in the founding story. A turndown amenity, an in-room kit, a long-haul travel partnership. Nobody owns this yet.
The pre-flight moment is the most relevant the product ever gets. A travel pack, a boarding pass insert, an in-flight partnership.
The rate of sale data you build now becomes the conversation with the next retailer.
London's prestige health hall. They only stock brands that are genuinely good, so being on shelf here is a credibility signal in itself.
The conscious wellness buyer who gets it immediately.
Brand equity as much as distribution. Being here says something.
Serious wellness retailer. Exactly the right customer.
The beauty hall edit. Visibility and credibility in one.
Across all of this, I use modern technology to enhance the experience and take friction out, not for its own sake, just where it genuinely helps. It's how a small team does more, and how the plan stays deliverable while Joely is away.
I track share-of-model with the Field Guide instrument and feed the engines content they will actually cite, so when a woman asks ChatGPT about bloating, We Are. Regular. is the answer.
AI drafts a piece for each symptom question women actually type, Laura reviews and bylines every one. One editor's sign-off, a content team's output. A gut-check quiz routes her to the right answer.
The quiz recommends by her symptoms, not a generic product page. The site adapts to what she came for, so the path from question to subscription is hers, not one-size-fits-all.
The welcome flow is shaped by what she told you, the symptoms she flagged and when she expects results. The first two weeks feel personal because they are.
Churn-risk and pause-saver flows run on behaviour, not a calendar. AI picks the moment and the message, so the right nudge lands before she drifts, not after.
AI-timed, personalised review asks at the moment the product has earned it, the move Elevate use well. Reviews and DMs mined for the language and product signals that feed the next cycle.
The point isn't the tools. It's that nothing in the journey runs on guesswork, and nothing waits for headcount you don't have.
Joely has a clear window of time off. The priority is making sure nothing stops moving while she's away, and that Holly isn't carrying the marketing engine on top of everything else.