Academia vs. industry: forging new pathways for scientists in the wellness space
My career has always landed at the intersection of science and wellness. I began my journey as a personal trainer at the age of 18, and for the past 25 years I’ve been an avid supporter of the wellness industry, while also training, researching, and teaching in academia at some of the most elite universities in the country. If you’re not already familiar with my background, my work has examined nutrition, supplementation and physical activity interventions on muscle physiology, performance and recovery, as well as muscle related chronic disease.
Over time, and perhaps due to the fact that I’ve embraced both science and wellness, I’ve earned a reputation as a “mythbuster.” My goal has always been to bridge the gaps – primarily in ideology and mindset – that exist between my colleagues in these two divergent worlds.
I recently transitioned my research career from academia to the wellness industry, which has been an incredible learning experience – one that’s brought about a deeply personal and professional transformation. I presented about my professional journey at last month’s American College of Sports Medicine annual meeting, and it occurred to me that I wanted to share this story with you. So, I’m going to walk you through the experiences and insights I’ve gained as a result of my dual roles in academia and the wellness industry. I’ll also give you my honest take on the state of the wellness industry when it comes to leveraging scientific research. Beyond that, I will make a case for scientists joining forces in the movement to revolutionize the wellness industry. Why? Because we need to start to collaborate. Industry needs our knowledge and expertise to make much-needed investments in clinical research and to implement standards to elevate the quality of research. And scientists and academics need to understand the nuances of the wellness economy.
The call to action: leveraging data for wellness.
The wellness industry is sitting on a goldmine of data that is under-analyzed and under-utilized. In this STAT news article, I discuss with my colleague Dr Rich Joseph, that we’re in an era where the collection of health-related data is prolific, yet the analysis and sharing of this data lag behind. My new industry science role involves not only conducting studies and running a lab for a wellness company that collects this kind of data, but also directing research that can harness targeted inquiry for meaningful insights. Part of my desire to move from academia into industry stemmed from the fact that I recognized an incredible opportunity – one that presented me with a problem that I have the skills to solve.
In the United States alone, it is estimated that the wellness market has reached $480 billion, growing at 5-10% per year and 82% of U.S. consumers now consider wellness a top or important priority in their everyday lives. In a financial model that absolutely blew my mind spending on wellbeing is estimated to account for nearly two-thirds of the total health spending—or 11.3% of the GDP by 2040.
In a world generating this much investment, we must work together to realize the potential of these vast datasets and commit to analyzing them rigorously. This will not only improve our understanding of various wellness interventions but also build a foundation of evidence that can bolster the credibility of products, services, and diagnostics.
My role is a blend of science and innovation.
My industry role is multifaceted. I draw on my academic training, but am also highly informed by my years immersed in fitness hustle culture. I understand why people are seeking out wellness products and services, and I know how to understand whether or not they work. This allows me to create research questions to evaluate the efficacy of various wellness treatments. In my current role, I manage a laboratory where we carry out cutting-edge research, and direct our research initiatives to ensure they are aligned with our goals of enhancing health and wellness.
My position is a blend of rigorous academic research and the innovative spirit of the wellness industry. However, I’m faced with the challenge of how to establish credibility in an industry often criticized for investing more in marketing than in science. This disparity creates a perception problem that we must address head-on.
Industry science: snake oil or Trojan horse?
The wellness industry is often accused of promoting "snake oil," and that moniker is probably well deserved. One of the primary challenges is that the wellness industry has traditionally been driven by marketing. And the marketing teams are brilliant, creative, and innovative. However, they are typically not subject matter experts. This has often led to a proliferation of products that make grandiose claims without sufficient scientific backing.
As an industry scientist, I see it as my mission to bring a level of rigor and credibility that has been missing – a "Trojan horse" for credible scientific advancements. And I believe the key to shifting this perception lies in establishing robust scientific standards and promoting evidence-based products. But, industry that operates in OKRs, LTVs, and KPIs, not p-values. They build Tableau dashboards, not regression models. This is where the role of entrepreneurial scientists becomes crucial.
The stigma and the standard model.
Unlike the pharmaceutical industry, which employs a large number of scientists and has a well-established research framework, the wellness industry lacks such a standardized model. This has led the wellness industry to gain a reputation where it is seen as less credible. To overcome this, we need to demand the expectations of high-level evaluation of wellness products and practices.
The food industry, for instance, employs food scientists. I have many friends and colleagues who do incredible work in the labs of Nestle, ConAgra, and PepsiCo. Like the pharmaceutical and food industries, big wellness needs to embrace and promote the role of scientists in its ranks. This is not just about improving products but also about changing the narrative around wellness to one that is evidence-based and trustworthy.
Bridging the worlds of academia and wellness.
The academic world often views the wellness industry with skepticism, and this attitude can deter talented scientists from exploring opportunities in wellness. However, for the wellness industry to thrive and establish credibility, it needs the expertise that only trained scientists can provide.
Academics must be willing to engage with the wellness industry and apply their skills to real-world problems. This collaboration can lead to the creation of evidence-based wellness products that meet the rigor of academic research. We have the opportunity to build a two-way street where both academia and industry can benefit from each other's strengths.
One of the most exciting aspects of my transition has been the opportunity to create new expectations, opportunities, and jobs within the wellness industry. This involves defining the roles and responsibilities of scientists in wellness, setting research agendas, and developing protocols for product testing and validation. In many ways, I have had to write my own job description. This process has involved identifying the needs of the industry and demonstrating how scientific expertise can meet those needs. It’s a pioneering effort that requires a deep understanding of both the scientific method and the practical realities of the wellness market.
For scientists looking to transition into the wellness industry, my advice is simple: be prepared to make a case for yourself. The traditional career trajectory in academia doesn't yet exist in wellness, so you need to be proactive in defining your role. The wellness industry often doesn't know what it needs from scientists, which creates an opportunity for us to step in and provide that direction. Understand the unique needs of the industry and position yourself as the solution. By clearly articulating how scientific research can enhance product development and validation, we can carve out new roles and create a roadmap for future scientists to follow.
Pioneering a new path.
My journey from academia to wellness has been about blazing a trail in an industry that is only just beginning to find its footing when it comes to scientific research. I am navigating uncharted territory and advocating for the integration of science into wellness. Thankfully, I have been met with nothing but enthusiasm from my industry partners, and that gives me great hope for the future of this kind of integration and collaboration.
The wellness industry has immense potential to improve lives, but it must do so on a foundation of evidence-based practices. This requires a concerted effort from both industry leaders and scientists. We need to mobilize. Together, we can build a credible, scientifically-backed wellness industry that meets the growing demand for effective, trustworthy products and services. However, if we in academia continue to disparage and add to the noise, we are only creating further confusion – and we’re missing out on our potential to make a positive impact.
The future of the wellness industry depends on its ability to embrace scientific rigor and create evidence-based products. This transition requires the expertise of scientists who can conduct research, analyze data, and create industry-wide standards. This is an exciting time for wellness, and I am proud to be at the forefront of this movement.
Advance your career — enroll in one of my Strong Process nutrition courses!