His might not be a household name, but Michael Fishman has quietly built a reputation as the marketing mastermind behind some of the hottest brands—and some of the longest-lived ones—in health and wellness. From Bulletproof to Vital Choice to Rodale, Fishman is helping the founders of these companies grow and evolve their business and better understand their customer, either through the annual Consumer Health Summit or smaller Think Tank Sessions throughout the year.
Fishman has been on the front lines of major health trends over the last two decades, creating a huge network of companies that now reach more than 10 million Americans, with many of these companies now collaborating with each other to deliver better products, services and support for those seeking a healthier lifestyle.
“Really, what everybody [I work with] shares is a common purpose to help the world be a better, healthier, more effective, happier place,” says Fishman, regardless of the participants’ approach. Fishman himself espouses no specific health philosophy, working with a wide range of clients from Dr. Joel Kahn, the vegan cardiologist, to Paleo entrepreneurs such as Dave Asprey and John Durant, who champion animal-based nutrition.
What he says ties this diverse network of companies that he works with together is their commitment to ethical marketing, consumer transparency, great customer service, and only offering products and services that are helpful to people. Over the last two decades, he has seen the explosion of information on the web transform the health space—for better and worse—and he says he’s determined to make sure his clients are connecting consumers with reliable information, whether they are a medical professional, consumer product or health publication.
“Consumers will choose the messenger or the information source that they feel best about,” Fishman says. “As long as people are reaching for support and are getting it from a responsible source, we feel good about that.”