The wellness industry is exploding. But with that growth comes saturation, noise, and a hard truth: most brands won’t last.

In this episode of Mission Critical, Thom Tullo—founder of Face Pilates and Aman Spa—breaks down how he built a performance-driven wellness brand in one of the most competitive categories today.

From creating “addictive” client experiences to navigating product development, pricing strategy, and brand differentiation, Thom shares what actually drives retention, revenue, and long-term brand equity in wellness.

If you’re building in beauty, wellness, or any experience-driven business, this episode is a tactical deep dive into what it really takes to stand out—and scale—when everyone is competing for the same customer.

Top 5 Key Takeaways:

1. Wellness is No Longer a Trend, it's  ...