Most people in America have still never heard of it. That's about to change. Better Way Health has spent 27 years building the world's most defensible position around the most studied immune ingredient on earth — Beta Glucan, clinically proven, and expanding across multiple channels.
0
Years Building
0
Head-to-Head Studies
0
Active Channels
$6.3M
Revenue · 2025
BWH-85®Beta Glucan
01
D2C
Better Way Health
Channel 01 · D2C
Active
Better Way Health
27-year subscription machine. 7,663 active subscribers. ~75% of revenue recurring — $400K/mo MRR.
Channel Maturity88%
02
Practitioner
BWH Labs
Channel 02 · Practitioner
Active
BWH Labs
Practitioner-exclusive on Fullscript. Větvička research → practitioner trust → ordering.
Channel Maturity65%
03
B2B
Ingredient Sales
Channel 03 · B2B
Exploratory
Ingredient Sales
TSI Group confirmed for global distribution; more formulators in the pipeline.
Channel Maturity10%
04
Private Label
White-Label · IP
Channel 04 · Private Label
Active
White-Label · IP
Others license BWH-85® under their brand — IP stays locked. Lumati is our first private-label customer.
Channel Maturity55%
05
Skin
Topical / Dermal
Channel 05 · Skin
Exploratory
Topical / Dermal
Beta glucan as a topical active. Cream subscriptions 2.3×'d in six months on Jessica Carter's webinars.
Channel Maturity30%
I
The Science Moat
The world's most biologically active beta glucan. And it's ours.
Dr. Václav Větvička — the world's leading beta glucan researcher at the University of Louisville — has published 11 independent head-to-head comparison studies evaluating 100+ commercial beta glucan products. BWH-85® (published as Glucan #300) finished on top in every single one.
The performance advantage comes down to one word: potency. BWH-85® carries a guaranteed minimum 85% beta-glucan content — the standard the name is built on — and independent certificates of analysis test higher still, at 88% on the latest lot. What isn't beta-glucan isn't filler: under 2% protein, negligible fat, undetectable heavy metals. That concentration of the active molecule is why BWH-85® finishes #1 in every study, every endpoint, every year.
Independent comparison studies — #1 in every single one
IL-2
+79%
More IL-2 cytokine production vs. the next-best competitor (910.8 vs. 508.1 pg/mL)
↓
59%
Reduction in lung metastases vs. PBS control in the 2026 head-to-head study
85
85%+
Beta-Glucan Content — 15 points above the ~70% competitive average
"In all tests employed in our study, Glucan #300 was the most active."— Dr. Větvička, Anticancer Research 2018 · 16 glucans tested
"Glucan #300 was consistently the most active glucan from all."— Dr. Větvička, Journal of Clinical Medicine 2026 · 9 glucans tested
85%+ BETA-GLUCAN✳THE COMPETITION IS 70%✳15 POINTS OF MOAT✳85%+ BETA-GLUCAN✳THE COMPETITION IS 70%✳
II
Intellectual Property
We own the name. And the standard behind it.
In a supplement industry built on generic names and commodity positioning, we built a brand vocabulary no competitor can touch. Four registered trademarks. Five global jurisdictions. A 27-year-old story that belongs to us.
®
Better Way Health®
The trust umbrella. Twenty-seven years of equity built on a single promise: a better way to be well. It is not a name — it is a compounding asset.
Registered · US · Est. 1999
★
Trademark Finalized — June 2026
BWH-85®
Ingredient Trademark · 85% Beta-Glucan Content Standard
This is not a product trademark. This is an ingredient trademark — one of the most defensible forms of IP in the supplement industry. Any product claiming to contain BWH-85® must license from us or face federal trademark infringement. When B2B partners like TSI Group formulate with our ingredient, they carry our registered name into their products.
United States · China · India · United Kingdom · European Union
®
Immune Ready®
A category name, not a product name. "Immune Ready" defines the state of preparedness — the daily outcome our customers are buying. It spans kids' gummies, drink mixes, and future formulations. The brand expands; the trademark holds.
Registered · US, EU
®
Daily Immune Readiness®
The daily habit is ours to own. This trademark captures the subscription behavior at its core — the commitment to immune health as a practice, not a reaction. It links product names to a philosophy no competitor has claimed.
Registered · US
Better Way Health®BWH-85®BWH-90™Immune Ready®Daily Immune Readiness®USCHINAINDIAUKEU
Most supplement brands own a product. We own a vocabulary. You build it, or you don't have it.
✳III
Scientific Advisory Board · Formed June 2026
The scientists behind the ingredient.
This is a brand-new development: we brought this Scientific Advisory Board together and finalized it in June 2026 — four of the most credentialed voices in nutritional immunology, now formally behind BWH-85®. We assembled it with one criterion: these are people who actually believe in beta glucan, trained thousands of clinicians, and staked their reputations on nutritional immunology for decades. Every seat was chosen for depth and skill, not proximity — a validation signal that goes well beyond an endorsement.
Chair
Dr. Jocelyn Strand
ND · Bastyr University
Serves as Vice President of Clinical Education and Research at Better Way Health, where she is building the scientific narrative behind BWH-85® and the clinical education programs that drive practitioner adoption. A naturopathic doctor trained at Bastyr, working at the intersection of microbiome health, autoimmunity, botanical therapeutics, and immune resilience.
Advisor
Robert Rountree, MD
MD · Integrative Immunology
IFM Linus Pauling Award recipient and core faculty since the Institute for Functional Medicine's founding. Author of Immunotics. Over 40 years in nutritional immunology, championing beta glucans as a "workhorse nutrient" that trains innate immune cells without triggering excess inflammation — the exact mechanism BWH-85® is built on.
Immunotics Author · IFM Linus Pauling Award
Advisor
Chris D'Adamo, PhD
PhD · Epidemiology
Director of UMSOM's Center for Integrative Medicine — the world's first academic integrative medicine center, now home to $50M+ in research funding and 900+ peer-reviewed publications. An epidemiologist with 100+ published studies who has conducted specific research into beta glucan and immune resilience.
World's 1st Academic Integrative Medicine Center
Advisor
Michelle Perro, MD, DHom
MD, DHom · Integrative Pediatrics
40+ years of clinical practice integrating board-certified pediatric medicine with homeopathy and environmental health. A leading voice on how environmental toxins compromise children's immune systems, she brings the patient-facing lens: how does BWH-85® translate in real patients, at the point of care.
40+ Years Clinical · Environmental Immune Health
IV
Customer Reviews
10,000+
Five-Star Reviews
★★★★★ 4.9
Average Rating
94%
Five-Star Rate
8 Years
Continuous Reviews
#1 Reviewed
Supplement Co. · Trustpilot
The supplement industry sells trust. Most companies borrow it from celebrity endorsements and slick packaging. We earned ours the hard way — one customer at a time, over eight consecutive years, in a category where most customers have been burned before. Ten thousand five-star reviews isn't a marketing metric. It's an asset that compounds daily, and no competitor can replicate or buy it away from us.
Our reviews validate our 3 core values:
Excellence Everywhere
★★★★★
"I have a handicapped daughter whose white blood cell count is half the lowest normal level — her doctors can't explain why she's not sick all the time. She hasn't had anything more than a single cold in at least four or five years. There is one supplement I NEVER skip: the Beta 1,3D Glucan. It's my belief it makes a huge difference for her health."
— Djb, Verified Buyer · 2021
★★★★★
"I have been taking beta-glucan for several years. Each year before I started, I would get sick for a minimum of two weeks. Since taking beta-glucan I have been doing well and staying healthy. I can really feel the difference. I will continue taking this product every morning for many years to come."
— Rob, Verified Buyer · 2020
Transparency
★★★★★
"It absolutely warms my heart to know that I have found an honest company making amazing products. I have literally spent years trying to find products that are excellent quality and that I know I can trust. It is extremely difficult to find a company that is completely honest. Better Way Health is that company."
— Susan O., Verified Buyer · 2020
★★★★★
"The research behind this product and the clinical studies provide me with the greatest confidence that I am buying the best product available. Their service and delivery are outstanding. I'm not guessing — I know exactly what I'm getting and why it works."
— La V., Verified Buyer · 2023
Amazing Customer Experiences
★★★★★
"The customer service team figured out exactly how much of each supplement we need, signed us up for subscription delivery, and every month the exact amount appears at our door. They're motivated by the desire to help their customers, not fleece them. Hooking up with this company is one of the best things that happened to us on this journey."
— Susan W., Verified Buyer · 2021
★★★★★
"By far the best customer service of any company I've ever dealt with. You always get a real person and they are so accommodating, helpful, and genuinely NICE. Thank you for caring enough to hire people who also care. That is a rarer thing than it should be, and it makes a huge difference."
— Patricia B., Verified Buyer · 2024
This is a brand asset no one can take from us.
A competitor can match our price. They can copy our packaging. They can hire scientists and run studies. What they cannot do is manufacture eight years of authentic customer relationships documented across tens of thousands of verified reviews on the most trusted review platforms in the world. That consistency — 4.9 stars across 8 consecutive years, from real patients and caregivers — is the compounding proof of a brand promise that gets kept, every day, at scale.
V
The Original Plan · December 2023
The plan we drew. The plan we executed.
Kevin, Reggie, AJ Lanigan, and John Quilter sat together in December 2023. One question: what would it actually take to turn this into a real company? Three things had to happen. Two are done. One is in motion.
"You've got the best ingredient in the world and you've got the science. You need supply chain security, clinical education, and someone who can sell to practitioners. Build those three and you have a $20M business."— John Quilter, December 2023
✓ Done
Part 1 — Supply Chain
Lock the supply. Own the potency standard. Kinjal Desai joined as VP of Operations. Secondary supplier qualification underway. Working with KSU on possible new strain development. BWH-85® beta-glucan content standard codified and trademarked across five markets.
✓ Done
Part 2 — Clinical Education
Put a credentialed educator at the center. Dr. Jocelyn Strand, ND joined as VP of Education in April 2026. Her practitioner network was ready to order on day one. BWH Labs now has a clinical face.
↑ Underway
Part 3 — Practitioner Sales
Put a seasoned rep in front of practitioners. First outside sales rep — 30 years selling to practitioners — started March 2026 on commission.
VI
Channel 01 · D2C — Better Way Health
The subscription machine built over 27 years.
Revenue has grown every single year. Subscription as a percentage of total went from 51% in 2023 to 74% in 2025 — and keeps climbing. This isn't a marketing story. It's a retention story.
The webinar is the new growth flywheel. ROAS went from 1.3× while running Facebook and Google ads to 3.5×+ with webinars — with a plan to build 40+ health topics, each led by a credentialed KOL. The system now runs continuously, with a new live webinar scheduled every week.
"You guys have found something really cool here. If I was looking at buying your business, this would be something I'd be really interested in."— John Quilter, Global ProActive Health Technology VP at Kerry, now CEO at Saanroo
◆
7,663
Active subscribers · 11,085 active subscriptions · 1.45 avg per subscriber
$
$400K
Monthly Recurring Revenue · Current
↑
$6M
Subscription ARR · 12-Mo Goal
×
9–11×
LTV : CAC Ratio
⏱
<2mo
CAC Payback Period
Total Revenue · All Channels
Grown every single year · 2026 projected
$5.2M2023
$5.7M2024
$6.3M2025
$7.3M2026Projected
New Subscriber Acquisition
Record growth, three years running
2,1922022
2,4452023
3,1462024
3,4762025★ Record
3,400+2026Projected
Four product lines.
Core
Beta Glucan 500
Immune health & cancer support. The product that built the company. Mature cohorts show 2.2% monthly churn after 6–8 years on product.
8.3× LTV:CAC$830 LTV75.8% of MRR
Breakthrough
Replenishment Cream
Anti-aging + skin health. Highest LTV:CAC in the line.
29.1× LTV:CAC$2,908 LTV87.5% Early Survival
Longevity · Coming Soon
1,000mg Protocol
Biological age reversal. TruDiagnostic study reversed aging in 7 of 11 organ systems.
7 of 11 organ systems
Kids · Coming Soon
Beta Glucan for Kids
Children's immune health. 4 independent clinical trials. Active discussions to embed into Dartmouth Children's Hospital protocols via Fullscript.
4.6× LTV:CAC$458 LTV77% Survival
VII
The Growth Flywheel
A webinar system no competitor has bothered to build.
14 months. 65 weekly leadership meetings. A single thesis emerged: the webinar is the growth flywheel. ROAS went from 1.3× to 3.5×+. The engine now runs weekly, with a plan to build out 40+ health topics, each led by a credentialed KOL.
▤
40+
Health Topics in Library
◎
20K+
Webinar Registrants
%
90%+
Subscription Rate (top webinars)
↑
3.5×+
ROAS (up from 1.3×)
Q2 2025The Big Bet
Rebuilt the entire stack.
Migrated from WebinarJam to AEvent + Zoom. Brought in Ed O'Keefe as consultant. Removed the 1-bottle option — subscribe or 3-pack only. Subscription rates jumped from ~80% to 95%+.
AEvent: 160× better than WebinarJamSub-only → 95%+ sub rate
Q3 2025Validate the Channel
Affiliate-driven traffic proved out.
Karlfeldt $10K sponsorship returned $27,200 day-of. First-ever Restream simulcast to YouTube + Instagram. First MD in 27 years (Rountree). 79% new-customer rate.
Invented the multi-speaker live telethon format. Annette Reeder (500K YouTube subscribers) drove $50K+ in a single 1-hour webinar — 89.3% new customers.
Studio 85 completed at The Barn. Dr. Jocelyn Strand onboarded. Weekly cadence is now the operating standard.
Studio 85 complete
VIII
Channel 02 · Practitioner — BWH Labs
BWH Labs℞
Why Fullscript changes everything.
Practitioners won't recommend a product their patients can find on Amazon. Full stop. That's why BWH Labs exists as a completely separate brand — practitioner-exclusive, unavailable to retail consumers, purpose-built for the clinical relationship.
The Fullscript platform is how functional medicine practitioners, naturopaths, and integrative MDs order for their patients. Getting embedded there with a practitioner-exclusive brand backed by 11 head-to-head studies is a structural advantage no D2C brand can replicate.
BWH Labs launched Jan 2025 with a plan to hit a $1M revenue target in 2026.
$1M2026 Revenue Target
Platform — Fullscript
The primary ordering platform for functional medicine practitioners across North America.
Dr. Jocelyn Strand, ND — VP Education
Onboarded April 2026. Brings an active practitioner network ready to order on day one. Clinical credibility.
First Outside Sales Rep
30 years selling to practitioners. Started March 2026 on commission.
IX
Channel 03 · B2B — Ingredient Sales
Confirmed · May 2026TSI
The ingredient that B2B companies want.
This channel barely existed 18 months ago. Today it has a confirmed global distribution customer and IP licensing in development. B2B buyers evaluate on the head-to-head comparison data — and BWH-85® is built to hold up to that scrutiny.
TSI Group — makers of myHMB® and Velositol®, two of the most widely distributed sports-nutrition ingredients in the world — confirmed in May 2026. They're incorporating BWH-85® directly into their formulations: our anchor B2B ingredient customer, and a major global distributor.
GlobalDistribution via TSI Group · Confirmed May 2026
X
Channel 04 · Private Label — White-Label · IP
Others sell it under their name. We still own the molecule.
Third parties license BWH-85® and sell it under their own brand. The IP never leaves our hands — they don't own the formula, the guaranteed 85% beta-glucan content, or the trademarked name. Every private-label jar on a shelf is one more company paying to carry our ingredient, and one more proof the moat holds.
Private-Label Customer64×
Our first private-label customer? A celebrity longevity clinic.
Lumati — the longevity clinic backed by Tony Robbins and Justin Timberlake — had been using a competitor's beta glucan. On the Větvička head-to-head comparison, BWH-85® came back 64× more effective. They switched, and now private-label BWH-85® under their own brand.
$40KFirst order · December 2025
64×More effective · Větvička comparison
The IP stays locked
Partners license the finished ingredient — never the formula or the process behind it. The BWH-85® trademark travels with their product, federally protected. They build on us; they can't replace us.
Revenue with no brand risk
High-margin ingredient revenue that never competes with Better Way Health's own D2C brand. Different shelf, different buyer, same molecule.
A moat that compounds
Every brand that formulates with BWH-85® entrenches it as the standard. Licensing turns would-be competitors into paying customers.
XI
Channel 05 · Skin — Future · On the Whiteboard
A completely new use case. Already validated by science.
Every other channel sells beta glucan as an immune health ingredient. Skin care would be something different entirely — beta glucan as a topical, dermatological active. A new customer, a new market, a new use case for the same defensible IP.
This is the dashed line on the strategy whiteboard from May 2026. It isn't resourced yet. But the science is there — six peer-reviewed studies showing collagen synthesis stimulation, cellular proliferation, and wound healing applications.
The Replenishment Cream (currently in D2C) is the proof of concept — beta glucan applied topically is already working in BWH's existing product line. The question is whether to build a standalone skin care brand around that mechanism. That conversation is happening now.
6
Peer-reviewed studies on topical beta glucan applications
+35%
Collagen synthesis increase in controlled dermatology studies
87.5%
Early survival — Replenishment Cream (cold traffic, Feb 2026)
29.1×
LTV:CAC on the Replenishment Cream — highest in the line
Active Cream Subscriptions
Flat for two years — then the cream webinars began
249Aug '25
249Oct '25
448Dec '25
502Feb '26
529Apr '26
568Jun '262.3× book
Cream Subscription Revenue / mo
Actual billings — webinar months now clear $40–50K vs ~$9K a year ago
$10KAug '25
$9KOct '25
$51KDec '25Black Friday
$41KFeb '26
$29KApr '26
$40KJun '26sustained
Two flat years, then an inflection: 538 new cream subscriptions since November 2025 — roughly 90% of them arriving in webinar months. The engine is the cream webinar series hosted by Ovation Lab's own Jessica Carter — the clearest proof that this partnership already compounds. Every jar sold on subscription carries the highest LTV:CAC in the entire line.
And it's not just subscriptions — it's new-customer acquisition.
Separate the brand-new Better Way Health customers from existing ones — straight from Shopify — and the picture sharpens. The big December event sold mostly to customers we already had (a retention win); the affiliate-driven cream webinars are the true acquisition engine, landing roughly half first-time BWH buyers. Two of them, months apart, held that same ~49% new-customer rate:
Feb
80
New customers · Feb 2026 webinar · acquired at ~$47 each
↑
20.7×
Projected LTV : CAC on the Feb cohort — best in the line
Each new customer's projected lifetime value lands near $1,000 — right at BWH's blended LTV. And most revenue arrives on the replay (~2.5× the live event), so the flywheel keeps turning for days after each webinar airs. Unique affiliate coupons roll out next, so every future order self-attributes — sharpening the picture further.
Why it's different
Immune health targets one customer segment. Skin care is a completely different demographic — the anti-aging and dermatology market is 5× larger. The same BWH-85® IP, the same science moat, a completely new buyer.
XII
The Numbers · Revenue by Channel
A subscription machine. 27 years in the making.
Total revenue has grown every single year to $6.3M in 2025 — on track to ~$7.3M in 2026. Subscriptions are the durable core at ~75%; every other channel stacks on top.
Most companies our size run on a dozen disconnected SaaS platforms — each holding a slice of the data, none of them talking to each other. We took the other path. We built DAVE — Better Way Health's own operating system — and we're pulling the entire business onto it. We own the code. We own the infrastructure. And for the first time, we own all of our data, in one place.
$
~$7K/mo
SaaS fees eliminated — roughly $84K a year
◇
One
Connected system, not a dozen silos
✦
100%
Of our data owned in-house — full security, full control
The questions we could never answer before.
When your data is scattered across a dozen platforms, the most important questions are the ones you can't ask. Now we just ask DAVE — in plain English — and it answers across the whole business at once:
✦ Ask DAVE
Which affiliate drives the highest lifetime value from webinars?
Rank every affiliate by the lifetime value they actually drive — not just first-order revenue.
✦ Ask DAVE
Which webinar topics produce the highest-LTV customers?
See which topics create customers who stay — not just the ones that convert once and churn.
✦ Ask DAVE
Which KOL performs best across every channel we run?
Compare every speaker across D2C, practitioner, and B2B in a single view.
Questions that were effectively impossible before — because the data was never connected. Now they're a single sentence typed into our own system.
Supply Chain · Kinjal1
An app we built in a month. Running the business today.
Inside DAVE, Kinjal runs a full supply-chain intelligence system — live now. It tracks every open order, takes daily inventory snapshots for the record, watches our 7-day and 30-day run rates, and knows every vendor and co-manufacturer lead time.
So it tells us when to reorder — intelligently, before we ever risk running out. One month from concept to production, and it's helping run the company right now.
DailyInventory snapshots for the record
ZeroStockouts to plan around
The Architect
Fractional CTO. Full ownership.
DAVE is built by Brian Connelly of Scrappy Labs — our fractional CTO — with one rule baked in from day one: Better Way Health owns the code, the infrastructure, and the bill, end to end. No lock-in. No dependency on anyone else's roadmap.
What's Next
A voice agent that works the night shift.
The next build is a voice agent trained on our entire beta glucan research library and every one of our SOPs — able to answer the phone at night and handle customer inquiries around the clock. The same owned asset, working a second shift.
XIV
Infrastructure
The Barn · In-House$0
The parts that don't show up in a marketing deck.
Three years of unglamorous infrastructure decisions. Supply chain, fulfillment, cost structure — none of it is photogenic. All of it is why the margins are what they are.
The warehouse — built it, own it, never pay 3PL again. We built our own full in-house fulfillment center. $100,000 investment. Stord (our 3PL) cost was eating margin that compounded every quarter. We eliminated it.
The result: lower per-order cost, faster turnaround, full operational control. When you ship for 7,600+ active subscribers across 11,000+ subscription lines — plus one-time orders — owning fulfillment isn't optional. It's the margin. We went from a 5% error rate to less than 1% in our own facility.
⚙
$100K
Build-Out Cost
▣
11K+
Orders / Month
✓
$0
3PL Cost Today · <1% error rate
XV
The Narrative Moat · A Separate Entity
We own the domain. And the story that comes with it.
BetaGlucan.com is the most valuable piece of digital real estate in the category — the exact-match domain for the ingredient itself. We own it. We will never sell a product on it. It exists for one reason: to become the definitive, AI-powered research authority on beta glucan, so that when the world finally goes looking, the story it finds is the one we've been telling all along.
Kept deliberately separate from Better Way Health for FDA compliance, the site carries no commercial claims and no shopping cart. That separation is the point — it can speak freely about the science across cancer, heart disease, longevity, and immunity in ways a product site never could.
Oat fiber (β-glucan) strengthened the gut lining and calmed inflammation in older mice by boosting beneficial gut microbes and their helpful acids.
Mar 2026
Particle Size Matters: Superfine Beta-Glucan Alleviates Cedar Pollen Allergy.
Mar 2026
Neutralizing the Mold: Exogenous SP-D Reverses 1,3-Beta-Glucan-Induced Airway Inflammation.
Mar 2026
Trained Immunity — how beta glucan reprograms innate immune cells to respond faster and smarter.
Jan 2026
This is how you own a category before it exists.
A competitor can outspend us on ads for a keyword. No one can out-own us on the domain that is the keyword. BetaGlucan.com compounds like the reviews and the trademarks — quietly, daily, and permanently. When the next Dr. Oz moment happens, the search traffic doesn't land on a competitor's blog or a Reddit thread. It lands here, on the domain that bears the ingredient's name. That is the narrative infrastructure for the moment beta glucan breaks mainstream.
XVI
Growth Catalysts
If 2–3 of these land in the next 12 months, this becomes a $10M+ business.
The conservative base case is already ~$7M today. Each of these could add $500K–$2M in annual revenue on its own — the next rung toward the $20M business John Quilter laid out in the original plan. Land two or three, and $10M+ stops being a projection.
Longevity — TruDiagnostic Study
60 patients. BWH-85® at 1,000mg/day. Measurable biological age reversal in 7 of 11 organ systems. Publishing in Frontiers in Nutrition. Upon publication: a dedicated longevity webinar funnel.
Publishing Now · Funnel Ready
FDA Qualified Health Claim
Working with Jonathan Emord — one of the most successful FDA attorneys in the US — to pursue a federally recognized qualified health claim on BWH-85®. No marketing budget can replicate this.
In Progress · $150K Investment
Dartmouth Children's Hospital
Dr. Matthew Hand (Section Chief, Pediatric Nephrology) wants to embed Beta Glucan for Kids into hospital clinical protocols via Fullscript — inside their EMR. 500+ practitioners across the network.
Active Discussions
B2B Global — TSI Group
TSI makes myHMB® and Velositol® — two of the most widely distributed sports nutrition ingredients globally. Now incorporating BWH-85® into their formulations — first global B2B ingredient distribution.
Confirmed May 2026
Long-Term Care Facilities
A largely untouched market. Mark Hicks leading. The model: run a study, take results to all LTC facilities simultaneously. Immune health in aging populations is a compelling application.
Early · Mark Hicks Leading
BetaGlucan.com — Authority Site
A separate entity from BWH (kept apart for FDA compliance). Becoming the AI-powered ultimate reference on beta glucan research — cancer, heart disease, aging — topics the commercial site can't touch.
Active · Building
OWN THE RESEARCH✳OWN THE TRADEMARK✳OWN THE BRAND✳OWN THE MOLECULE✳
XVII
The 5-Year Vision · Own Manufacturing
There's one link in the chain we don't own yet. The molecule itself.
We own the research. The trademark. The brand. Five channels. The warehouse. The one thing we still buy from someone else is the beta glucan. The next chapter of BWH-85® is making it ourselves — on American soil, start to finish. This is a 5-year play — the long-horizon endgame, not a today decision.
What it costs us today
Manufactured · Levapan, Colombia
—
Produced at Levapan in Colombia — a plant Michael Catto, the engineer below, helped optimize.
Source · Kerry
$375/kg
A.J. Lanigan's landed cost on the finished molecule from his source.
Intermediary · A.J. Lanigan
+$200/kg
$200/kg added before the product ever reaches us.
Better Way Health
$575/kg
What we pay today. Roughly 4,000 kg a year — and climbing.
Own the molecule. Make it ourselves. Cut the cost by more than two-thirds.
With our own facility, the same kilogram that costs us $575 today drops to under $150 — fully loaded. No source markup. No intermediary margin. No supply chain we don't control.
And it isn't only about cost. It's complete control of supply and quality — the last piece of vertical integration BWH doesn't yet hold. When the molecule is ours end to end, the moat is closed.
$575
Buying it today
→
<$150
Making it ourselves
At the ~10,000 kg/year volume this facility is sized for — up from ~4,000 kg today — that spread is over $4.25M in annual savings, enough to pay back the entire build in roughly two years of production.
Process EngineerMC
We already have the man who builds these plants.
Michael Catto is a process engineer who has designed, deployed, and built manufacturing plants across the world — including Levapan in Colombia, the very facility producing our beta glucan today.
He's 75 and retired. But the relationship runs deep enough that he's willing to come back and architect a beta glucan facility for Better Way Health when the volume is there. We've already hired Mike to build the estimates and engineering plans. It's modular by design: we build one production line, then scale by adding lines.
"The proposed facility will leverage advanced extraction and purification techniques, enabling the production of Beta Glucan with high bioavailability — and the investment will support Better Way Health's vision of fostering innovation."— Michael Catto · Process Engineer · July 2025
✳XVIII
The Partnership · Ovation Lab
You've seen one channel. This is the whole board.
You came in through BWH Labs — the practitioner channel. What you haven't had visibility into is everything upstream and downstream of it. The D2C machine that generates the capital. The webinar engine that acquires subscribers at a 9–11× LTV:CAC ratio. The B2B ingredient plays that create a market floor. The research moat that no competitor can replicate without 27 years of relationships.
The question isn't whether BWH is worth investing strategic partnership resources in. The question is: where does your involvement have the highest leverage?
01
Build BWH Labs into the leading practitioner beta glucan brand.
The practitioner market for functional supplements is $250B+. BWH Labs has the only practitioner-exclusive beta glucan brand on Fullscript with a clinical proof stack no competitor has. Ovation Lab's expertise in HCP brand building is exactly what BWH Labs needs to go from a good idea to a dominant market position. Target: 30% of total BWH revenue from the practitioner channel within 36 months.
02
Strategic advisor on where to deploy capital across all five channels.
We can't build everything at once. The cream funnel, the longevity funnel, the LTC channel, the Dartmouth opportunities, the B2B ingredient play — all of these have real ROI. The hardest problem is sequencing. Your perspective across the health industry — where capital, attention, and timing create compounding returns — is the resource we need most right now.
03
Open doors only you can open.
The TSI deal validates the B2B ingredient channel. The Lumati private-label deal validates celebrity/longevity. The Dartmouth discussion validates institutional health systems. What we're looking for are introductions to the right investors, distribution partners, and practitioners — people who can see the size of what BWH-85® can become before the mainstream breaks.
THE MOAT IS BUILT✳THE ONLY QUESTION IS HOW FAST WE MOVE✳THE MOAT IS BUILT✳THE ONLY QUESTION IS HOW FAST WE MOVE✳
✳
The Thesis
When the next "Covid Dr. Oz moment" happens for beta glucan, BWH is prepared.
27 years of relationships. 11 published comparison studies. Five channels. A trademarked ingredient. A subscription engine at ~$400K MRR — roughly 75% of revenue. A webinar system that converts cold traffic at 9–11× LTV:CAC. A clinical proof stack no competitor has bothered to build. We've been building the moat while everyone else has been selling commodity powder.
The infrastructure is here. The question is how fast we move.
