“There’s a demand for tangible information that helps create an understanding of customers’ wants,” Alana Macfarlane-Kempner, co-founder of The Intestine Stuff, informed the viewers on the latest IPA World Congress + Probiota 2025 held in Copenhagen.
This was partially why a collaboration was shaped between the wellness model centered on intestine well being, and the biosolutions firm Novonesis, on the 2024 iteration of the occasion held in Milan.
What began as a dialogue concerning the significance of real-world information, led to a partnership that now goals to coach youthful audiences by social media, campaigns, and a podcast that shortly rose to #3 on Apple’s charts.
“Over the previous yr, client consciousness of intestine well being has considerably elevated, which we see in rising gross sales and market curiosity,” mentioned Macfarlane-Kempner.
“Nonetheless, client confusion remains to be evident, and individuals are searching for schooling options.”
Designing a intestine well being app
The Intestine Stuff model adopts a enjoyable, pop-culture aesthetic to seize consideration whereas aiming to keep up a powerful concentrate on the significance of intestine microbiome well being.
In an identical type, to handle client confusion, the crew has now developed an app that tracks varied well being metrics and offers a 100-day academic program to assist customers enhance their intestine well being.
The app, ‘100 Days to Hack Your Intestine Well being’, contains reminders to take probiotics and collects real-world client information to establish developments and improve product choices.
It additionally contains weekly challenges, quizzes, gut-friendly recipes, and a web based ‘Intestine Gang’ neighborhood.
The collaboration with Novonesis has additionally led to the launch of a pilot undertaking by the app which is designed to deepen understanding of customers’ experiences.
The undertaking makes use of information from consenting customers to research developments in product utilization, motivations, well being wants, and perceived outcomes amongst various client teams.
Well being hacking is right here to remain
Well being hacking is basically “hacking” one’s physique to enhance efficiency and well being parameters, generally by leveraging know-how and information evaluation.
It usually contains methods like sporting health trackers, monitoring biometrics, adjusting weight-reduction plan and life-style based mostly on personalised information, and exploring rising well being applied sciences to enhance well being outcomes.
As Macfarlane-Kempner defined, customers are drawn to well being hacking as a result of it presents quick, environment friendly, and sometimes personalised methods to optimize their well-being, as well being hacks promise quicker positive aspects than conventional strategies.
“On the whole, hacking appears to be a buzzword, nevertheless it does make issues extra partaking,” she mentioned.
“Now we have definitely embraced that concept with our app, which additionally rewards customers with factors they will redeem for services and products.”
Macfarlane-Kempner defined that by gamifying the expertise, customers and app customers usually tend to keep engaged and comply with by with their well being mission.
“Gamifying one thing makes it extra enjoyable and sensible, and folks really feel like they’re taking motion for a tangible profit,” she mentioned.
Past research has proven that by creating pleasant competitors by wearable know-how, sedentary people had been prone to considerably enhance train, and in addition that purposes with better interactivity (connecting each back-end and front-end providers) and gamification (group dynamics) had been more likely to encourage users to maintain utilizing the machine.
As Macfarlane-Kempner defined, the business won’t discuss with it as ‘hacking’ within the close to distant future, however the premise of personalised real-time information informing decision-making won’t be going wherever.
“Will ‘hacking’ nonetheless be the buzzword in three years? Who is aware of—however for now, it’s undoubtedly right here to remain.”
