In this episode of The Future of Consumer Marketing, host Brett Stapper interviews John Solomon, CMO of Therabody. Therabody has transformed from a single percussion therapy device company (Theragun) into a comprehensive wellness ecosystem spanning performance, recovery, beauty, and everyday wellness. Under John’s leadership, the brand has evolved from targeting elite athletes and weekend warriors to reaching mainstream consumers across multiple life stages – from millennials to active aging demographics. Through strategic brand architecture, product innovation, and audience-first marketing, Therabody has built a multi-category platform that maintains relevance across vastly different consumer segments while scaling from a DTC startup to a global omnichannel brand.

Topics Discussed:

• Transitioning from niche athlete-focused brand to mainstream multi-category platform

• Complete brand architecture overhaul: packaging, positioning, and product development

• Building audience-first marketing organization vs. product-centric teams

• Leveraging AI for personalized customer experiences and operational efficiency

• Managing brand reputation at scale across digital platforms

• Retail strategy: balancing profitability with experiential brand building

• Cross-category technology innovation and platform thinking

Lessons For Consumer Marketers:

Push Campaigns Beyond the 90% Launch Point

The most successful culture marketing comes from relentless post-launch activation. While most brands launch campaigns and move on, John learned at Beats by Dre to “push for the extra 10-20%” – uncovering every opportunity, seeding more product, and reacting in real-time to cultural moments. When Saquon Barkley used Therabody’s mini on the sideline during playoffs, they immediately captured and amplified the moment across social, demonstrating the power of 24/7 cultural vigilance.

Organize Marketing Around Audiences, Not Product Lines

Traditional companies structure marketing teams around their org chart – iPhone team, Mac team, etc. John restructures around consumer segments: fitness enthusiasts, millennial moms, skin enthusiasts. Each marketer thinks about their specific audience daily, understanding how products fit into their lives rather than pushing product features. This audience-first approach enables more relevant messaging and authentic connection across diverse consumer segments.

Execute Complete Brand Architecture Overhauls Based on Consumer Insights 

When expanding beyond athletes, Therabody discovered their minimal, Apple-esque packaging alienated mainstream consumers who couldn’t understand the product benefits. They completely redesigned packaging with darker colors for performance products, wellness colors for lifestyle products, and beauty-focused designs for skincare devices – all while maintaining brand coherence. The 18-month project included new product development, website redesign, and positioning strategy.

Build Cross-Category Technology Platforms

Rather than developing isolated products, Therabody moves technologies across categories to create ecosystem value. LED light therapy started in beauty devices, then expanded to compression boots and back products. This platform approach maximizes R&D investment while creating natural upsell opportunities and reinforcing the brand’s scientific credibility across categories.

Proactively Monitor and Engage in Digital Reputation Management

Negative sentiment spreads faster when brands remain silent. John’s team monitors Reddit, social platforms, and review sites 24/7, engaging quickly with frustrated customers to move conversations private before they snowball. The key insight: people are usually reasonable when engaged directly, but silence allows negativity to compound as more users pile on.

Leverage AI for Three Distinct Marketing Functions

John categorizes AI applications into internal efficiency tools, AEO (AI Engine Optimization) for discoverability, and enhanced customer experiences. For AEO, they focus on earned media, Reddit engagement, and thought leadership since these sources heavily influence AI model outputs. For customer experience, their Coach product uses AI to deliver personalized recovery protocols based on wearable data, creating previously impossible levels of customization.

Balance Retail as Experience Platform vs. Profit Center

Therabody’s 20 owned stores prioritize experience over revenue generation while maintaining profitability. These locations serve as content creation hubs, influencer event spaces, athlete meeting points, and product education centers. The strategy recognizes retail’s power for brand building while avoiding the complexity of scaling retail as a primary business model.