On this episode of HALO Talks, host Pete Moore sits down with Logan Chierotti, founder of Physician’s Choice supplements, to dig into the in's and out's of building a high-growth company in the HALO space. Logan discusses his journey from working in digital marketing to launching what is now the top probiotic brand on Amazon, with annual revenues approaching $250 million. He opens up about the importance of focusing on value and science-backed products, the challenges of navigating both e-com and retail distribution, and the lessons learned in building a top-tier executive team.

Whether you’re a health club operator considering selling supplements or an entrepreneur looking for growth tips, you’ll want to hear Logan’s takeaways on company culture, self-awareness, and long-term success in a rapidly evolving, highly-competitive space.

When it comes to educating customers beyond just price, Logan states, "We wanted to give consumers value. And what's nice is with the Internet or e-commerce or even . . . med spas or health clubs, is you can educate the consumer more, right? They come into your store or they come online and you have all the marketing there so you can really educate them as opposed to just dropping your product in Walmart, which is a pure brand or commodity game. People are buying there based on price or based on packaging, versus when you control the distribution channels, you can educate them a lot more."

Key themes discussed

• Transition from e-commerce to retail distribution strategies.
• Building a high-quality executive and leadership team.
• Navigating retailer partnerships and managing risk.
• Importance of a singular brand focus: Probiotics and gut health.
• Educating versus marketing to the consumer.
• Value and growth of subscription business models.
• Founder self-awareness and letting go of ego.

A Few Key Takeaways:

1. Hyper-Growth Through Strategic Focus: Logan shared how Physician's Choice grew quickly by narrowing their initial focus to just probiotics and gut health. Rather than trying to be everything to everyone, they became the top probiotic brand by focusing on a science-backed, in-demand supplement.

2. Controlling Distribution—Don’t Chase Every Retailer: Logan emphasized the importance of controlling your own distribution channels, especially in the early stages. He cautioned against being seduced by “sexy” big box retail deals, which often shift risk onto the product provider and can become a logistical and financial nightmare. Physician's Choice only says yes to retailers who agree to their terms.

3. Value-Driven Brand Built on Education: The brand positioned itself as a value brand—affordable, yet backed by science and trust in the name. They focused on educating consumers through controlled channels like e-commerce and social media rather than relying on traditional retail, where purchasing decisions are much more driven by price and packaging.

4. Building a Strong Executive Team: Chierotti’s biggest learning was recognizing his own strengths and weaknesses early. He surrounded himself with a high-level executive team, brought in a CEO when the company reached a certain size, and freely gave equity to key hires. He stressed that hiring smart people and getting out of their way was crucial to scaling up.

5. The Power and Patience of the Subscription Model: About 40-50% of Physician’s Choice revenue comes from subscriptions—compounded over years. Logan pointed out how businesses (health clubs, supplement companies, etc.) often underestimate how long and compounding subscription revenue can take to build, but if you stick with it and focus on customer retention, the growth will come.

Resources:

• Logan Chierotti: https://www.linkedin.com/in/loganchierotti
• Physician's Choice: https://www.physicianschoice.com
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

On today's episode, host Pete Moore sits down with Cori Myka, founder of Calm Within Adult Swim, to dive into the world of adult swimming—and why it’s never too late to learn. Cori shares her personal passion for water, the (often substantial) psychological hurdles adults face when learning to swim, and how her unique Foundations of Change program helps people overcome fear and embrace aquatic confidence.

Pete and Cori explore the relatively untapped demand for adult swim instruction, discuss the mental and physical dynamics of learning new skills later in life, and offer insights for health clubs considering specialized swim programming. Whether you’re an entrepreneur, a club owner or manager that has access to a pool, or just someone eager to get more comfortable in the water, this episode delivers thoughtful advice, actionable strategies, and a refreshing perspective on aquatics for all ages.

On the untapped potential of adult swim programs, Myka states, "That's the piece that I think is an underserved, underutilized component in the swim industry. It's really because there's such a focus on children, which is great, but there are more adults out there than kids."

Key themes discussed

• Overcoming adult fear of swimming.
• The psychological aspect of learning to swim.
• Differences between adult and child swim instruction.
• Opportunities for adult swim programming in clubs.
• Creating supportive communities for adult learners.
• Market demand and pricing for adult swim lessons.

A Few Key Takeaways:

1.Half of Adults Can’t Swim—But They Can Learn: According to Cori, about 50% of adults do not know how to swim. While there’s a major focus in the industry on children’s swim lessons, the adult market is underserved and much larger than many people realize. Cori’s mission is to reach these adults and show that it’s never too late to learn.

2. Psychology and Fear Are Major Barriers for Adult Learners: For adults, fear is a significant barrier to learning how to swim—much more so than for kids. Cori’s “Foundations of Change” program is tailored to this, focusing two parts on mindset and one part on physical skills. Progress is based on how adults feel in the water, and it typically takes 20–100 hours for an adult to feel comfortable in deep water.

3. Adult Swim Programming Is Underpriced and Undervalued: There’s a big revenue opportunity for clubs willing to offer adult swim programming, especially when marketed and priced at a premium—often comparable to or higher than kids’ private lessons. These programs can utilize off-peak pool hours, making them a win for both facilities and clients.

4. Online and In-Person Learning Are Both Essential: While some instruction can be done online (breaking down the learning steps and addressing mental blocks), the kinesthetic, in-water experience is irreplaceable. Cori’s approach blends these, guiding adults step-by-step without overwhelming them, and leveraging online cohorts or local instructor training to scale the model.

5. Creating a ‘Water Culture’ Starts with Adults: For families, making swimming a regular part of life is vital to kids’ comfort in the water. Cori emphasizes that the main barrier for kids is often parents’ own fear or inexperience. Adults who learn to swim not only change their own lives—they open doors for their families and help build a culture where water safety and confidence are the norm.

Resources:

• Cori Myka: https://www.linkedin.com/in/cori-myka-62314a18
• Calm Within Adult Swim: https://adultswimlesson.com
• Orca Swim School: https://orcaswimschool.com/meet-our-staff
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

On today’s episode, Founder of Integrity Square and HALO Talks host Pete Moore sits down with longtime friend and Talent Optimizer Group founder, Tom Johnston. They dive deep into the power of talent optimization and why having the right people in the right seats is the ultimate game-changer for HALO (Health, Active Lifestyle, Outdoors) sector businesses. Tom unpacks how health clubs can move beyond traditional hiring practices, bring rigor to their people strategy, and use data-driven insights—like employee engagement surveys and behavioral assessments—to build winning, high-performing teams.

From real-world case studies with leaders like Club 16’s Trevor Linden to practical advice on boosting employee retention and preparing your business for sale, this episode is packed with actionable strategies to help club owners turn their workforce into a true differentiator. Whether you’re scaling up, planning an exit, or just want more engaged employees and less churn, you’ll get an inside look at the role of compassionate leadership and systematic talent development.

On bridging the gap between 'business strategy' and 'people strategy,' Johnston states, "Most organizations have a business strategy. They know what results they're looking to achieve, but they don't necessarily have a people strategy. There's a discipline around how we go about hiring the right people for the right role, and how we go about retaining talent."

Key themes discussed

• Importance of talent optimization in business strategy.
• Building and retaining a high-performing team.
• Role of data and surveys in employee engagement.
• Value of organizational transparency and action.
• Impact of employee retention on company valuation.
• Process of talent acquisition and onboarding.
• Significance of compassionate leadership for team success.

A few key takeaways:

1. Talent Optimization Is a Discipline, Not a Buzzword: Tom emphasizes that talent optimization goes beyond simple recruiting—it’s about aligning "business strategy" with a well-thought-out "people strategy." This means intentionally hiring, retaining, and developing employees to match organizational goals, much like building a high-performing sports team.

2. Data-Driven Approaches Improve Employee Engagement: Tom discusses using tools like the Predictive Index to survey and assess team fit, manager-employee relationships, and overall engagement. These surveys, which are anonymous and concise, provide actionable insights leaders can use to improve employee satisfaction and retention.

3. Cultural Fit and Leadership Matter Just as Much as Skills: It’s not just about a person’s resume (“the briefcase”); hiring should prioritize behavioral fit (“the head”) and passion or values alignment (“the heart.”) Compassionate leadership and a focus on psychological safety foster a winning, loyal team.

4. Optimizing Talent Directly Impacts the Bottom Line: Tom shares case studies (like Club 16) illustrating how improved organizational structure and engagement have led to multi-million dollar gains. Reducing turnover, maximizing existing payroll, and scalable talent systems translate into real, measurable financial value—especially important when positioning a company for sale.

5. Winning Cultures Are Built on Transparency and Action: Both Pete and Tom stress the need for leaders to be transparent with teams—sharing survey results, explaining the “why” behind changes, and taking meaningful action. This not only helps employees feel seen and valued, but also drives consistent improvement and business success.

Resources:

• Tom Johnston: https://www.linkedin.com/in/thomassjohnston
• Talent Optimizer Group: https://www.talentoptimizergroup.com
• Club 16 Case Study: https://talentoptimizergroup.com/case-study
• Integrity Square: https://www.integritysq.com
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com

On this episode of HALO Talks, host Pete Moore sits down with Beverly Wolfer, Executive Director of Tina’s Wish, to dive into the critical topic of health literacy and the power of community-driven change. Beverly shares her journey from the world of consulting to the nonprofit sector, where she leads efforts toward early detection of ovarian cancer—a mission inspired by the legacy of Judge Tina Brozman.

Pete and Beverly explore how HALO sector leaders (health, active lifestyle, outdoors) can champion women’s health through partnership, awareness, and education. Beverly sheds light on the life-saving potential of spreading knowledge about ovarian cancer’s subtle symptoms, and explains how Tina’s Wish is building a powerful platform—“What to Know Down Below”—to bridge gaps in health literacy and empower women to advocate for themselves.

Listeners will also hear Beverly’s inspiring perspective on purposeful career pivots, the importance of giving back, and the deep meaning she finds in honoring her brother’s legacy through another nonprofit supporting American troops.

On 'solving herself' out of a job, she states, "My goal is for us to solve Tina Brozman's dying wish and to find an early detection. And I can't think of a better way to put on my next resume, you know, how to put myself out of a job. Because we solved the problem that we went into solving, right?!"

Key themes discussed

• Health literacy and gynecologic cancer awarenes.
• Importance of early detection for ovarian cancer.
• Tina’s Wish Foundation mission and impact.
• Community partnerships and fundraising in fitness spaces.
• Personal fulfillment in nonprofit career transitions.
• Honoring veterans and family legacies through service.

A few key takeaways:

1. Mission of Tina’s Wish-Early Detection for Ovarian Cancer: Tina’s Wish was founded in memory of Judge Tina Brozman, who passed away from late-diagnosed ovarian cancer. The foundation’s mission is to fund research to develop an early detection screen for ovarian cancer—a test that currently doesn’t exist. The foundation has raised $29 million since 2008, fueling innovation and bringing hope closer to reality.

2. The Power of Health Literacy and Community Education: Beverly emphasized the importance of health education, especially about gynecologic cancers and women’s health. Her organization’s “What to Know Down Below” platform and podcast series empowers women to recognize symptoms and advocate for themselves, literally saving lives through awareness and knowledge.

3. Partnership Opportunities for Health and Fitness Communities: Tina’s Wish is seeking collaborations with fitness clubs, yoga studios, and wellness businesses. Ways to get involved include co-branding materials, distributing educational decals (such as in locker room bathrooms), and participating in turnkey fundraising events—making it easy for organizations to support the cause and educate their communities.

4. Running a Nonprofit: Purpose and Professional Fulfillment: Beverly’s transition from the corporate world to nonprofit leadership was driven by a desire for purpose. While the daily work still involves tasks like HR and accounting, knowing her efforts are mission-driven makes a profound difference. She shared that her ultimate goal is to “put herself out of a job” by solving the very problem her organization was founded to address.

5. Honoring Personal Legacy and Service: Beyond her role at Tina’s Wish, Beverly runs a foundation in memory of her brother, a Jewish American soldier killed in Iraq. Her family focuses on education, awareness, and meaningful care packages for deployed soldiers, highlighting both the personal impact of service and the ongoing need to keep memories and lessons from the past alive.

Resources:

• Beverly Wolfer: https://www.linkedin.com/in/beverly-wolfer-nerenberg-38749467
• Tina's Wish: https://tinaswish.org
• What To Know Down Below podcast: https://tinaswish.org/whattoknow
• Prospect Wizard: https://www.theprospectwizard.com
• Promotion Vault: http://www.promotionvault.com
• HigherDose: http://www.higherdose.com