For Wellness

What For Wellness does

For Wellness is a privately held direct-to-consumer functional nutrition brand based in Scottsdale, Arizona, co-founded by professional golfer Phil Mickelson and elite performance coach Dave Phillips. Its flagship product, The Good Stuff, is a coffee booster combining grass-fed hydrolyzed collagen, L-Theanine, MCT oil, Himalayan pink salt, and cinnamon, designed to be mixed into coffee to deliver sustained energy, focus, and joint support. The portfolio has expanded to include three Recovery Gummy SKUs (Restore with tart cherry, Hydration with VitaBlue blueberry, and Focus with Lutemax 2020), a Superfood Bites line (Calm, Energy, Focus), and Organic Arabica Coffee in pods, ground, and whole-bean formats. Products are manufactured in the USA at NSF- and GMP-certified facilities; the Recovery Gummies line is NSF Certified for Sport, and the Superfood Bites are USDA Organic.

The business runs exclusively as a DTC e-commerce operation on forwellness.com, monetizing through one-time purchases and a subscription program (25% off + free shipping on quarterly cadence). Pricing spans roughly $14.99 for a 30-count gummy pouch up to $45 for a one-time coffee booster pouch, with bundles saving up to $20.40. Marketing is anchored by Phil Mickelson's celebrity equity, an affiliate program (20% commission on first-purchase conversions), clinician endorsements, and organic social/UGC across Instagram, TikTok, X, and Facebook. The company is founder-controlled, has 1-10 employees, has disclosed one seed round of $2.4M from AlleyCorp (May 2023), and reports cumulative scale of 500,000+ orders and 50,000+ subscriptions.

Name

For Wellness

Website

https://forwellness.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

For Wellness is a Scottsdale-based direct-to-consumer functional nutrition brand selling coffee boosters, recovery gummies, superfood bites, and organic coffee through its website, founded by Phil Mickelson and coach Dave Phillips to serve health-conscious consumers and athletes.

Ownership category

akta.pro rank

Product category

Functional Nutrition Supplements

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (4561)

SIC

Medicinal Chemicals & Botanical Products (2833)

akta.pro primary industry

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI)

akta.pro secondary industries

Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Herbal & Botanical Supplements (CRADAGAD), Healthy Aging & Cognitive Support Supplements (CRADAGAM)

Keywords

• Functional nutrition supplements
• Coffee booster products
• Recovery gummies
• Superfood bites
• Direct-to-consumer supplements

Headquarters

HQ city

Scottsdale

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Direct-to-consumer sales of functional nutrition products including coffee boosters, gummies, superfood bites, and coffee through the e-commerce website. Products available as one-time purchases or subscription orders.
2. Affiliate Commission Revenue: Affiliate partners earn 20% commission on completed first purchases using their unique referral links and discount codes, creating a network marketing-style revenue share structure.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

For Wellness is a direct-to-consumer functional nutrition brand that sells clinically backed daily supplements designed to integrate into consumers' existing coffee and wellness routines. The core offering is "The Good Stuff," a 5-in-1 coffee booster mix-in combining grass-fed hydrolyzed collagen, L-Theanine, MCT oil, Himalayan pink salt, and cinnamon for sustained energy, focus, and joint support, alongside a portfolio of Recovery Gummies (Restore, Hydration, Focus), Superfood Bites, and USDA Organic Arabica coffee. Products are sold primarily via subscription (25% discount) or one-time purchase through forwellness.com.

Product overview

For Wellness is a direct-to-consumer functional nutrition brand co-founded by professional golfer Phil Mickelson and elite performance coach Dave Phillips. The company offers a unified product portfolio centered on daily nutrition supplements designed to be easily integrated into existing routines. The core offering consists of The Good Stuff Coffee Booster—a clinically-backed coffee mix-in combining collagen, L-Theanine, MCT oil, and cinnamon for sustained energy, focus, and joint support—paired with a range of Recovery Gummies (Restore, Hydration, and Focus) for post-workout recovery, hydration, and blue-light protection. The portfolio extends to Superfood Bites (Calm, Focus, and Energy) for relaxation, cognitive support, and sustained energy, as well as Organic Arabica Coffee products in pods, ground, and whole bean formats. The company also offers bundled product combinations at discounted prices. All products are formulated with clinically studied ingredients, third-party tested, and manufactured in NSF and GMP certified facilities in the USA.

Differentiator

Problem solved

Functional benefit

Products and services

• The Good Stuff Coffee Booster Pouch Clinically-backed coffee booster mix-in combining grass-fed hydrolyzed collagen, L-Theanine, MCT oil, Himalayan pink salt, and cinnamon. Designed to be added to any coffee for sustained energy, enhanced focus, joint support, and reduced inflammation without crashes or jitters. Available in 30-serving pouches in Vanilla, Mocha, and Cinnamon flavors.
• Recovery Gummies Restore Tart cherry gummies formulated for muscle recovery and inflammation support. Contains Montmorency tart cherry (VitaCherry Sport), electrolytes, and glucose for rapid energy. NSF Certified for Sport.
• Hydration Gummies Blueberry-flavored gummies with essential electrolytes (potassium, sodium, magnesium) and VitaBlue antioxidant blueberry extract. Designed to replenish hydration and support recovery after exercise. NSF Certified for Sport.
• Focus Gummies Tangerine-flavored gummies combining Lutemax 2020 (lutein and zeaxanthin), Vitamin A, and Cordyceps. Designed to protect eyes from blue light, enhance visual performance, and support cognitive function and mental focus. NSF Certified for Sport.
• Superfood Bites Calm Dark chocolate and raspberry bites containing organic ashwagandha and naturally occurring magnesium. Designed to support relaxation, stress management, and sleep as an evening ritual. USDA Organic and Parve Kosher certified.
• Superfood Bites Focus Espresso brownie-flavored bites with Lion's Mane mushroom, raw cacao, guarana seed (33mg caffeine), monk fruit, and yacon. Formulated with nootropics for mental clarity and sustained focus. USDA Organic certified.
• Superfood Bites Energy Peanut butter brownie bites with organic peanuts, pea protein, raw cacao, and unfiltered honey. Designed to provide clean sustained energy, muscle support, and satiety. USDA Organic certified.
• Organic Arabica Coffee Pods USDA-certified organic Arabica coffee pods available in Medium Roast (tropical fruit, smooth finish) and Dark Roast (dark chocolate, caramel, bold). Sourced and roasted in the USA.
• Organic Arabica Ground Coffee 100% Arabica ground coffee in Medium Roast, sourced and roasted for antioxidant content and flavor.
• Organic Arabica Whole Bean Coffee 100% Arabica whole bean coffee in Medium Roast.
• The Good Stuff Travel Sticks Travel-format stick packs of The Good Stuff Coffee Booster with the same five-ingredient formula as the pouch, optimized for portability.

Quantifiable outcome

• 38% boost in daily energy reported after 60 days of consistent use
• +7 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Affiliate PartnersminorGTM or Marketing PartnerAffiliates earn 20% commission on completed first purchases using their unique links and discount codes. They also provide their audience 15% off their first purchase as an incentive to try the products. Free program with access to product data feeds and exclusive coupons.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Onnit: Wide-portfolio supplements and nootropics brand with strong athlete/cultural influencer endorsements (e.g., Joe Rogan). Comparable to For Wellness because both sell adaptogen-led supplements through DTC with subscription options.
• Thorne: Clinical-grade supplement brand with practitioner-channel distribution and a strong DTC business. Comparable to For Wellness because both market science-backed, NSF-quality-tested supplements with athlete endorsements and a focus on daily wellness use.
• Athletic Greens (AG1): Scaled DTC nutrition brand built around daily greens and supplement powder subscriptions with athlete endorsements. Comparable as a category benchmark for For Wellness' subscription-led morning-routine nutrition positioning.

Direct peers

• Organifi: DTC superfood blends (green juice, reds, protein, mood) sold via subscription. Comparable to For Wellness in the daily-routine, plant-based functional nutrition DTC model with celebrity-driven marketing.
• Momentous: Athlete-led functional nutrition brand (sports supplements, protein, creatine). Directly comparable to For Wellness because both target professional athletes with science-backed supplements and emphasize third-party testing.
• MUD\WTR: DTC subscription brand built around a coffee alternative using adaptogens (mushrooms, masala). Comparable to For Wellness in the functional-coffee / morning-routine anchor, subscription-first model, and influencer-led acquisition strategy.
• Beekeeper's Naturals: DTC functional wellness brand selling propollen, honey-based throat sprays, and daily supplements. Comparable to For Wellness in the natural-functional DTC supplement subscription model.
• Cymbiotika: Premium DTC supplement brand using liposomal delivery and wellness-positioned formulations. Comparable to For Wellness as a premium, science-positioned DTC supplement subscription brand targeting affluent health-conscious consumers.
• Laird Superfood: Plant-based superfood brand selling functional coffee creamers, beverage boosters, and supplements through DTC and retail; directly comparable to For Wellness because both anchor on functional coffee and superfood SKUs targeting health-conscious consumers.
• Four Sigmatic: Mushroom-based functional coffee, cocoa, and elixir brand with a strong DTC subscription presence. Comparable to For Wellness because both sell functional coffee supplements and beverage-adjacent supplements to health-conscious consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/forwellness
• Facebookfacebook.com/forwellnessdotcom
• Instagraminstagram.com/forwellness
• TikToktiktok.com/@forwellness
• LinkedInlinkedin.com/company/forwellness

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about For Wellness