The 2% Club by Wellness Growth Ventures #32

🧋🍵 Functional, Fizzy, and Full of NAD+
Let’s be honest—consumer investing has been out of favor, and beverages? Even tougher. Investors have pulled back hard since the 2021 boom, calling it a crowded, margin-challenged space. And they’re not wrong. But what if we’re on the edge of a comeback?

We’re watching a cultural shift play out in real time. Interest in longevity is exploding, and NAD+—once the domain of IV drips and high-ticket biohacking—is entering the mainstream. The global market for NAD+ supplements is projected to hit $1.5B by 2027. Meanwhile, functional beverages are up 54% since 2020. This isn’t just trend-chasing—it’s a values shift. People want products that make them feel better, not just taste good.

So what does the next wave of beverage innovation look like? I’d happily buy an NAD+ sparkling tonics or an AI-personalized longevity blends that sync with my wearables.

I think there’s real white space at the intersection of ritual, functionality, and flavor—especially for brands that can make science approachable and community-driven.

If 2021 was about riding the viral wave, 2025 is about depth. Telling better stories. Solving real health needs. Creating products people actually want in their daily routines.

So yes, the beverage aisle has been quiet. But I’m lowkey hoping the next iconic wellness brand might just come in a can—and help you live longer while you sip it.

Not All Money Is Smart Money—Especially When It Comes From Friends
On this week’s The 2% Club Hot Takes we dig into how everyone wants investors—until the term sheet shows up and you realize you just gave up more than equity…

We break down:
1. The emotional rollercoaster of bringing friends onto your cap table
2. Why saying no to money might be the smartest move you’ll make
3. What no one tells you about power dynamics, dilution, and regret
4. And the conversations you must have before taking someone else’s cash

🎧 Stream the Hot Take now. Then maybe call your lawyer 😅

Pre-edited footage of Melissa & my Hot Takes this week….and yes I need to update my name :)

Let’s Be Clear: Gen Z Isn’t “Emerging”
Gen Z isn’t the warm-up act. They’re already center stage—and I’d argue they’re rewriting the script.

Let’s talk numbers: The average 25-year-old Gen Zer in the U.S. today has a household income of $40,000—that’s 50% higher than baby boomers did at the same age (inflation adjusted). Gen Z’s spending is growing at 2x the pace of previous generations at the same age. By 2029, they’ll outspend baby boomers globally. By 2035, they’ll add $8.9 trillion to the global economy.

That’s not theoretical growth. That’s compounding power.

Now zoom out: What does $8.9T in spend power look like?

• It’s how brands like Rhode, Glossier, and Chamberlain Coffee scaled on the backs of community, not legacy.

• It’s why Duolingo turned a learning app into a Gen Z meme machine—and gained market dominance.

• It’s the reason brands can grow to nine figures on TikTok before ever hitting retail.

And this is still early innings. Gen Z is showing us: They’re not “cheap,” they’re choosy. They want values and value. They expect digital-first but appreciate physical when it’s worth it. They can smell inauthenticity faster than any algorithm.

Here’s how to actually capture Gen Z spend:

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