In this episode of The Story of a Brand Show, host Rose Hamilton, CEO of Compass Rose Ventures, sits down with Greg Horn, President and CEO, Specialty Nutrition Consulting, Inc., and Managing Director and Partner, William Hood and Company for a deep, historical, and forward-looking conversation about the evolution of the health and wellness industry. Greg is widely regarded as one of the original architects of science-based nutrition, having shaped the category long before functional nutrition, clinical validation, and health data became mainstream. Throughout the conversation, Rose guides listeners through the pivotal moments that built today's wellness ecosystem—from early regulatory frameworks and professionalization of supplements to the rise of functional foods, investment networks, and wearable health data. Greg offers a rare, behind-the-scenes perspective on what separates real innovation from marketing noise, and why proof, efficacy, and ecosystem-building remain the true drivers of long-term success in this category. Key topics explored in this episode include: * The regulatory breakthroughs of the 1990s that enabled trust, transparency, and growth in science-based nutrition * Why clinical proof, bioavailability, and real-world efficacy have always mattered more than hype * The early emergence of functional foods and beverages—and what made true category breakthroughs stand out * How industry institutions like Nutrition Business Journal and Nutrition Capital Network helped professionalize the space and connect founders with capital and expertise * What lies ahead for health and wellness innovation, including wearable data, ingredient technology, and the realities founders face when scaling physical products This episode offers invaluable context for founders, operators, and investors navigating today's increasingly sophisticated wellness landscape. Join us in listening to the episode to gain clarity on where the industry has been, where it's going, and what it truly takes to build credible, lasting brands rooted in science and trust. For more on Greg Horn visit: https://greghorn.com/ For more on Specialty Nutrition Consulting, Inc., visit: https://specialtynutrition.com/ For more on William Hood & Company, visit: https://www.williamhoodandcompany.com/ If you enjoyed this episode, please leave The Story of a Brand Show a rating and review. Plus, don't forget to follow us on Apple and Spotify. Your support helps us bring you more content like this!
