ANCESTRAL SUPPLEMENTS
The Challenge
Ancestral Supplements had built a loyal following with their nose-to-tail organ supplement line, but growth had plateaued. The leadership team was stretched thin, operational complexity was creating bottlenecks, and the founder's vision needed translation into scalable systems.
The Approach
We implemented the WHYP3 Framework, starting with a complete leadership team rebuild. Key hires included operations leadership that could own outcomes, not just execute tasks. Simultaneously, we refocused customer acquisition strategy and built operational excellence into every process.
The Result
Revenue more than doubled from $28M to $60M+ while maintaining the mission and quality that made Ancestral a category leader. The leadership team now operates autonomously, freeing the founder for strategic growth.
Key Metrics
The WHYP3 Framework in Action
Why: Staying True to the Mission
Ancestral Supplements exists to make traditional nutrition accessible—bringing the nutritional wisdom of nose-to-tail eating to modern consumers. Every scaling decision was filtered through this mission.
We didn't just grow for growth's sake. Every new product, every market expansion, every team hire had to answer: "Does this advance our mission of making traditional nutrition accessible?"
People: Building the Leadership Multiplier
The founder couldn't be everywhere. We needed leaders who could make founder-quality decisions without the founder in the room.
The leadership rebuild focused on finding people who:
- Embodied the mission of ancestral health
- Could own outcomes, not just execute tasks
- Brought complementary skills to the founder's vision
- Had scaled businesses at similar stages before
The result: a leadership team that multiplies capacity rather than adding to management overhead.
Process: Customer Acquisition + Operations
Two areas demanded systematic improvement:
Customer Acquisition: We built repeatable systems for acquiring customers profitably—not just growth at any cost. This meant understanding unit economics deeply and building acquisition channels that scale.
Operational Excellence: As volume doubled, operations couldn't become twice as complex. We implemented systems that maintained quality and speed as scale increased, including AI-augmented workflows for routine decisions.
Profits³: The Compound Effect
When why, people, and process align, profits compound. Ancestral didn't just double revenue—they improved margins, reduced founder dependency, and created a business that can scale to the next level.
Ready to Scale Your Health Brand?
Book a strategy call to discuss how the WHYP3 Framework can help you break through your revenue ceiling.