About the Company

Nourishing Brands is a health-focused media company dedicated to helping individuals transition to healthier eating. Founded over five years ago by Jeremy Hendon and his wife, the business operates popular platforms like KetoSummit.com. Their products include digital and physical cookbooks, meal plans, and courses tailored to popular diets like keto.

The company initially gained traction through the Keto Summit, a digital event featuring experts in nutrition, fitness, and keto. This early success positioned them as leaders in the diet space. Over the years, they shifted focus from digital summits to evergreen products like cookbooks and guides to meet customer needs and scale their operations.

Today, Nourishing Brands employs 10 people and offers a variety of products, including a catalog of 40 cookbooks and 100 weeks of meal plans. Their efforts are supported by tools like Maropost for email campaigns and Adobe Creative Cloud for content creation.

Idea Behind Company

Jeremy and his wife, both former lawyers in NYC, wanted a career that aligned with their passion for nutrition. After switching to a low-carb paleo diet over a decade ago, they experienced significant health benefits, including better energy and weight management. This personal transformation inspired them to promote healthy eating and make it accessible.

In 2016, noticing the growing popularity of the ketogenic diet, the couple released a keto cookbook and proposed the idea of hosting a Keto Summit to a friend. Their vision for the summit involved interviewing top experts like Dave Asprey and Mark Sisson. It was a massive success, drawing 60,000 registrants and significant cookbook sales, proving their ability to tap into emerging health trends.

From this experience, they recognized the need for practical tools to help individuals with day-to-day dietary decisions. This insight shaped their transition from digital events to products like cookbooks and meal plans that offer lasting value.

Creating the Company

The Keto Summit marked the beginning of Nourishing Brands’ journey. Planning the summit required meticulous coordination, from arranging interviews with experts to creating membership sites, sales pages, and affiliate materials. Jeremy and his wife, along with their partners, handled most of the work themselves, balancing technical setups, marketing, and customer support.

Post-summit, they focused on refining their product offerings. They created a website with keto recipes and articles, offering valuable content to retain customers and attract new ones through SEO. Their goal was to provide tools that simplified diet adherence, such as comprehensive meal plans and additional cookbooks.

As their audience grew, they recognized the need to streamline operations and scale. They began experimenting with paid media in 2018, which allowed the business to expand quickly. With guidance from experts like Dave Sinick, they optimized their strategies and significantly increased their customer base.

Launching the Business

The initial launch strategy relied heavily on partnerships with affiliates, many of whom were speakers in the Keto Summit. These affiliates promoted the summit during a critical "pre-launch" period, driving traffic and opt-ins. Although the founders were anxious about the reliance on affiliate support, the summit’s popularity and high conversion rates encouraged affiliates to continue promoting.

To ensure a successful launch, they also conducted a soft launch and pre-sale, which helped validate pricing and the concept. Behind the scenes, they managed technical challenges like maintaining website stability and creating split-test variations of sales pages to optimize conversions.

After the summit, the company struggled temporarily to define its long-term strategy. However, by developing new products and running paid media campaigns, they successfully built a sustainable business model.

Earnings

Nourishing Brands now earns $600K monthly, driven by a mix of cookbook sales, meal plans, and courses. In 2020 alone, the company sold 300,000 cookbooks, reflecting its reach and the growing demand for keto-related products.

The business scaled significantly with paid media, acquiring over 300,000 customers in 2020. Their product catalog includes 40 cookbooks, 100 weeks of meal plans, and additional guides and challenges tailored to specific diets.

Future plans involve expanding their offerings with new recipes, enhanced visuals, and personalized programs. They also aim to develop meal plan software and other tools to create a more tailored customer experience, ensuring continued growth in the health and wellness industry.