the greatist story

THE GREATISTSTORY

Once upon a time (or two years ago), Derek was trying to get healthy.

He tried everything, read everything, and nomatter where he turned, he felt like no one was on his side.

How could it be that no one had built a brand that people could trust and get the information theyneed to improve their health?

Let us explain...

Six pack abs in six weeks… riiiiight.

Slideshows Of Unrealistic Goals

Here’s what was (and is) out there:

You want me to drink how much muscle milk?

In-your-face ads.

Oh right, organotin compounds. Duh.

Confusing Scientific Studies

Why does every site think I have so much belly fat? Do I?

IntimidatingBody-Building

Forums.

...yeesh!

Many websites focus on perfection instead of what’s healthy and realistic for you.

The result? Readers feel guilty about their failures and get down on themselves for their “imperfect” bodies — despite endless tummy tucking/butt firming/muscle defining tips and tricks.

and here’s why it doesn’t work:

So Derek decided to build something different:

(hi Derek!)

www.greatist.com

DEREK FLANZRAICHceo & founder of Greatist. living the life we champion. fan of theme parks & theme bars.

And that thing was Greatist:

Greatist is honest and open whenit comes to health and fitness. We are:

We talk to our community as a trusted, healthy

pal.

We use nitty gritty scientific studies,

but in a tone that is fun and easy to understand.

We realize being healthy isn’t about

being perfect. It’s about finding

what works for you.

Legit Friendly Fun

But don’t just take our word for it... see for yourself!

Relate-able

Fun

Legit

Check out that growth! #bowchickawow

And it looks like we’re doing something right

Early successes aside, Derek was still frustrated that readers flocked to content claiming “six tips” could lead to “six pack abs” in “six weeks.”

The worst part: readers seemed to believe these six pack abs led to happiness.

So he decided to see for himself....

Today is Day 1 of my so-called #absperiment.

The plan is to accomplish six-pack abs in six weeks without any tricks, torture, or Twizzlers.

[...]to find out what, if any, sacrifices there are and if they're worth it.

““

SO HE DECIDED

SCREEN SHOT

...and he got ‘em.

(count ‘em!)

People got it. They understoodthat if you want six-pack abs, you can getthem.

And that getting there will suck. And that once you have them, nothing changes.

And that in the end, being happy isn’t looking in the mirror and seeing a six pack — it’s about feeling better about yourself.”

““

LESSONLEARNED

It wasn’t about the six-pack.So what is it about?Turning health into a lifestyle. One choice at a time. So you can find your happy.

We’ve built both the place and the community for people to find their journey to healthy.

1,000s 3 million 350K+articles followersmonthly readers

What it means to be a #greatist

TWEETS AND QUOTES

Can we just marry @greatist for sharing

this line up? THANK YOU! 17 guilt-free #nutella #recipes (Oh yes they did)

Feng Shui for your desk? Who knew. Going to try this today.@greatist

@jwblvins

@HackneyPlastic

I realized there’sa whole other

I never fully grasped.aspect [to health] that

You guys are great people & great

educators.

I can’t wait to wear my Greatist t-shirt and tell

people about howI found [the site]

I admire your core values& mission to help-ing others live a more healthy, happy,and active life.

Greatist is just what I

needed!

and this is what they’re saying:

sasdfAasdfasdsfad

So here we are, two years later

...and this is just the beginning

1 Webby Award(Runner up to WebMD for Best Health Website)

20 people in New York City HQ

10+ syndication partners (Hu!ngton Post, Washington Post, USA Today!)

(We have the same cleaning lady as Refinery29!)

THE END(for now)