“Younger people are taking better care of their health,” Briggs says. “Men are paying attention to wellness more than ever. People want clean, and they want clarity.” To capture that energy, Synergy refines its story without compromising anything. The aim is to provide an on-ramp for newcomers and sufficient depth for those who want to delve beneath the surface. WELCOMING STRONG RULES AND HIGHER BARS Some companies complain about regulation. Synergy does not. “We welcome regulations,” May says. The company sells in markets such as Taiwan and A DIRECT LINE BETWEEN MAKER AND CONSUMER Synergy began selling directly to consumers long before the emergence of online commerce. That decision persists because it enables education and connection.“We make our own product one hundred percent,” May says. “We want the virtuous circle where everything that goes out into the world is something we can stand behind.” Briggs places this in the context of a changing landscape. Nutritional supplements are now a huge market, and the volume of marketing messages can confuse people who want to make better choices. 142 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 11
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