2019 — Present · Wellness Growth Partner
TWA works with founders and CEOs doing the most consequential work in wellness — connecting proven brands to talent, media, capital, and Asia-Pacific distribution.
The Wellness Agency (TWA) is a growth agency that helps wellness founders and CEOs scale globally. It operates across five practices: talent equity partnerships, integrated media, strategic capital introductions, APAC market entry, and bringing Chinese brands to America. Clients include Health-Ade, Beyond Aero, Prism Sciences, Heybo, G Fuel, and Potato Head.
We are engaged after product-market fit, not before it. Clients come to us holding proven demand and a narrow window to become the category's default choice — and that requires talent, media, capital, and distribution moving at once rather than in sequence.
$500M
Health-Ade sale price, 2025
#21
Resort in the world — Potato Head, Bali
5M+
G Fuel social following at investment
500M
APAC millennials in addressable market
We work with every premiere talent agency, which means clients see the entire landscape rather than one agency's roster. Accessing the full market is what produces market-rate deals instead of premium-priced ones, with deliverables structured around the KPIs that actually drive return.
Read the practiceWe work directly with the C-suites of the world's largest media companies across podcasting, live events, music labels, and radio networks. Layering talent onto media is the mechanism: it compounds a single partnership into category-level awareness and produces outsize results.
Read the practiceWe hold deep relationships with strategic capital from seed stage through M&A — investors who aid distribution while driving revenue, not just fund the balance sheet. TWA connects clients to mezzanine, SBA, and APAC M&A opportunities through an extensive capital network.
Read the practiceChina has 500 million millennials oriented toward Western brands and wellness. We facilitate best-in-class relationships for operational and financial infrastructure, performance marketing, and distribution — the unglamorous machinery that determines whether a Western brand actually lands in the region.
Read the practiceChinese overseas investment and M&A activity rose 45 percent year on year, and analysis of the outbound cohort identifies the same three barriers each time: limited local market knowledge, a lingering trust deficit, and an over-reliance on discount pricing that erodes brand equity. None of those are product problems. We work on the half that is cultural — narrative, positioning, credibility, and the American media fluency that turns a good product into a brand an American consumer chooses. Delivered with Chinese market depth in the same room, through Mammoth China Outbound.
Read the practice
When the planet is well, the people are well. Every brand on our roster is underwriting that premise with a real supply chain.
We keep the roster deliberately small. Every engagement is active, and every name here is a current client.
Hydrogen-powered electric jet redefining zero-emission aviation
USDA organic gummies for sleep and stress management
Sugar-free energy and hydration formulas built for gaming and esports audiences, from Gamma Labs
#2 refrigerated kombucha brand; grew 5.5% while the category was flat, then sold for $500M in 2025
Wholesome, healthy warm bowls combining fresh ingredients with nourishing flavors
#1 millennial clean pet food line. #1 at Sprouts and Thrive Market
The #1 audio company in the United States
#21 resort in the world, beach club and creative playground
Platform company building the next generation of non-injectable peptide and biologic delivery
Backing founders advancing human connection, wellbeing, and conscious technology
Prior engagements
Our founder built experience in the category through early investments, advising, and board seats at Ritual, Parsley Health, and Mindbodygreen.
Full roster and sectorsThree engagements documented in detail, with every figure footnoted to a third-party publication.
TWA leveraged its relationship with Ryan Seacrest and his platform at iHeartMedia to bring the two together, resulting in iHeartMedia's investment in Health-Ade and the partnership that took the brand mainstream. Health-Ade sold for $500 million in 2025.
$500M
Cornbread Hemp was Inc. 5000's number one fastest-growing hemp company in America. TWA advised on the talent strategy and go-to-market for its move into THC beverages.
#1
Beyond Aero is building the first business jet designed for hydrogen-electric propulsion. TWA works with the founding team on early-stage positioning and the narrative that has to carry a decade-long build.
$20M
Coverage of roster companies in the Wall Street Journal, Billboard, Robb Report, and Wallpaper*.
TWA is one of the few that understands how to move in the early-stage trenches and at the same time frame the big vision for what we're building. It's rare to find a partner who can do both, in time and with trust.
Eloa Guillotin
TWA's guidance on strong talent opportunities helped us sharpen our go-to-market for our THC beverage, and bring real energy to the brand. They're hands-on, smart, and play the long game.
Eric Zipperle
When we kicked off our wellness initiative, TWA was one of the first partners we contacted to build out the program and connect with the leading brands in the industry. Our burgeoning relationship with Health-Ade is a perfect example of this alliance and speaks to TWA's deep connections within the better-for-you market.
Greg Ashlock
It's been awesome to see TWA grow and utilize their worldwide network to amplify brands from global scaling to strategic partnerships. They are carving out a unique space at the perfect time with their deep understanding of the category and the capital landscape.
Ara Katz
The Wellness Agency (TWA) is a growth partner for wellness founders and CEOs. It works across five practices: talent equity partnerships, integrated media, strategic capital introductions, APAC market entry, and bringing Chinese brands to America. TWA is engaged by brands that have already proven demand and need to scale globally.
Yes. TWA runs its US–China practice in both directions: American brands into China and the wider Asian market, and Chinese brands into America. The inbound work focuses on the cultural half rather than the operational one — US narrative and positioning, American media and talent partnerships, retail and distribution introductions, and building category credibility without relying on discount pricing. It is delivered through Mammoth China Outbound, with Chinese market depth and American media fluency in the same room. Founder Jay Faires spends around 100 days a year across China and Asia.
TWA works with founders and CEOs of category-defining wellness and better-for-you brands. Its active roster includes Beyond Aero, Health-Ade, Cornbread Hemp, Potato Head, iHeartMedia, Heybo, G Fuel, Prism Sciences, I and Love and You, and Wisdom Ventures. Prior engagements include Ritual, Parsley Health, and Mindbodygreen.
A talent equity partnership is a deal in which a podcaster, musician, creator, athlete, or actor takes equity in a brand alongside or instead of a cash fee. TWA structures these deals across all premiere talent agencies so clients get market-rate economics with deliverables tied to measurable KPIs rather than flat-fee endorsements.
Yes. TWA makes strategic capital introductions from seed stage through M&A, prioritizing investors who bring distribution alongside funding. Its network covers mezzanine and SBA debt structures as well as cross-border APAC M&A opportunities. TWA makes introductions and does not act as a registered broker-dealer.
We review traction, category position, and scale readiness before engaging. The roster stays small on purpose.