Founder Stories: Adam Wright On Building Human Tonik
In today’s Founder Story, we feature Adam Wright, the Founder & CEO of Human Tonik!
Read on for lessons he’s learned from launching and marketing his superfood supplements business.
1. Please introduce your business and share your role.
My business is Human Tonik where we produce superfood supplements that help with immunity, energy levels, brain fog, and sleep.
I founded the company inspired by my personal battle with chronic fatigue syndrome, which held its grip on me for over 25 years. Once a competitive triathlete, I fell ill from glandular fever. Eager to return, I resumed training too soon, only to find myself confined to bed, plagued with brain fog and persistent sore throats.
We stand out from most supplement companies by always using transparent formulas where we show all ingredient dosages. Most companies fail to disclose the individual dosages and hide them in proprietary blends.
This is important because the effectiveness of any supplement is dependent not on the type of ingredient but crucially the dose.
Our supplements cater to everyone—from vibrant 20-year-olds and busy parents to seniors—all seeking to enhance their health span and flourish.
2. How did you prepare for, and go about your launch?
I mostly shared my journey developing my brand from initially looking and trying the competition to the step-by-step process I needed to follow to launch.
I shared my journey on my personal blog from the initial research to working with suppliers and finally launching.
3. Since launching, what types of marketing campaigns and designs have worked best to attract and retain customers?
We look to onboard partners who resonate with our message and share their content as well as doing giveaways/promotions.
Email marketing has been very effective in retaining customers and for running promotional campaigns.
Content marketing has been very effective for us. We produce a lot of informational content that helps to educate our readers on not just the ingredients we use but on what to look for in supplements.
4. What have been the most influential brands for your business? Whose branding and marketing do you aspire to and why?
Steven Bartlett’s “Diary of a CEO” is a weekly staple for me, and I’m deeply influenced by Peter Attia’s insights on longevity and health. Their content truly resonates with what I envision for my business.
I also admire Onnit for their emphasis on performance and health in the supplement space.
5. What are your favorite marketing platforms/tools?
We have bucked the trend and use Woocommerce instead of Shopify. The open-source nature of this platform means we have a lot of control and meant I could develop the look and feel of the sites.
The best email tool for e-commerce has been Klaviyo. The software tightly integrates into Woocommerce and
We have recently moved our customer support platform across to eDesk. This has allowed us to consolidate all communication from customer support tickets, chat widgets, and social media messages from IG and Facebook.
6. Looking ahead, what are you most excited about?
We have two more supplement brands launching in Q3/4 of 2023 that are perfect accompaniments to our greens and reds. I have been waiting for these myself and know our customers are excited to get their hands on these.
Other plans for the rest of 2023 include more content from us in both written and video format. I would like to produce video content to give a great insight into our story and updates within the company.
7. Who or what inspires and motivates you?
For years, I battled silently with my chronic fatigue, pushing through its relentlessness. But becoming a father shifted my perspective. My two incredible children have given me a deeper purpose.
When they were younger, I couldn’t fully grasp the profound impact they would have on my life. But as they’ve grown, now 7 and 10, our bond has deepened immeasurably.
Their presence constantly reminds me of the joys of life and the aspirations I have for our future. I am not just their father; I aspire to be their lifelong friend and support, cheering them on every step of their journey into adulthood and beyond.
8. What are some lessons you’ve learned along the way that you would share with entrepreneurs hoping to launch or who have just launched?
Sometimes it’s difficult to focus on your own path and not get wrapped up in the competition. Whilst checking out the competition is important, following your own path can help to set yourself apart.
Try to reduce the financial concerns by ensuring you have a budget that you stick too.
Reach out to people in your industry. Talk to them about what works. Networking can seriously fast-track your progress and avoid wasting months of work.
9. What do you believe are the qualities of a good entrepreneur? And what makes a team successful?
In our experience, the hallmarks of a successful entrepreneur lie in patience and a commitment to sustained growth. Collaborating with trustworthy partners and conscientiously managing our advertising budget has been crucial to maintaining our trajectory.
It’s also imperative to proactively connect with others, while simultaneously ensuring that you don’t become overly preoccupied with external opinions.