Whole30: Melissa Urban
Melissa Urban, co-founder and CEO of Whole30, explains how a personal dietary experiment to reduce inflammation evolved into a global wellness brand. She details the pivot from live seminars to digital products and books, the strategic creation of the 'Whole30 Approved' licensing program, and the challenges of scaling production for her own food line during the pandemic. Urban also discusses the complex business split from her ex-husband and co-founder Dallas Hartwig, including retaining the company and navigating the rebranding of her professional identity.