Publications
Publications
- November 2024
- HBS Case Collection
Demond Martin and WellWithAll
By: Hise Gibson, Archie L. Jones and Ai-Ling Jamila Malone
Abstract
This case study chronicles into the transformative entrepreneurial path of Demond Martin, co-founder and CEO of WellWithAll, a health and wellness startup. Motivated by a pivotal life experience and deep concern for racial health inequities, Martin transitions from a successful hedge fund career to champion health equity through WellWithAll. He leverages his extensive network and industry reputation to forge strategic alliances with The Campbell’s Company, retail giants like Target and Thrive Markets, and health equity partners such as Advocate Health and the University of North Carolina at Charlotte. While tackling the challenges in the crowded supplements and energy drinks market, Martin is committed to investing 20% of profits into Black and Brown communities, aiming for a $300 million impact on racial health disparties over the next decade. Key themes include a late-career transition to entrepreneurship, leveraging relationships, team building, and scaling a mission-driven business.
Keywords
Customers; Diversity; Ethnicity; Race; Health; Recruitment; Leadership Style; Management Style; Marketing; Brands and Branding; Marketing Strategy; Product Marketing; Product Launch; Product Positioning; Organizational Culture; Mission and Purpose; Relationships; Trust; Business Strategy; Competition; Competitive Strategy; Competitive Advantage; Investment; Consumer Products Industry; Retail Industry; Health Industry; United States; Chicago; Boston; Atlanta; North Carolina; District of Columbia
Citation
Gibson, Hise, Archie L. Jones, and Ai-Ling Jamila Malone. "Demond Martin and WellWithAll." Harvard Business School Case 625-041, November 2024.