When Dr. Jen Ashton approached us, she had already built something remarkable: a weekly newsletter that had quickly grown to over 100,000 engaged subscribers. As a trusted voice in women's health with decades of clinical expertise and media experience, she knew there was potential to create something more meaningful than just another content platform.
Our journey began with exploration. We worked closely with Dr. Ashton to envision what a business downstream of her brand and media channels might look like. Through collaborative ideation sessions, we designed numerous potential features for a content-oriented platform and created high-fidelity mockups to bring these concepts to life.
To validate our hypotheses, we developed a comprehensive survey featuring these mockups and presented it to a select segment of her audience. The feedback was illuminating, revealing particular interest in fitness plans and content, especially given Dr. Ashton's concurrent personal fitness journey that she was documenting on social media.
At 55, Dr. Ashton had embarked on a six-month fitness program with trainer Korey Rowe that was visibly changing her body and energy levels. Her social followers were captivated, with comments repeatedly highlighting how inspiring it was to see someone with her demanding schedule prioritize health and wellness.
Rather than building just another wellness content repository, we saw an opportunity to create something more powerful: a program that would allow participants to follow the exact system that worked for Dr. Ashton herself, combining her medical knowledge and nutritional expertise with Korey's fitness methodology.
We designed and built a comprehensive new website for Ajenda that served as both brand home and platform for launching the Wellness Experiment: an 8-week version of Dr. Ashton's personal training program.
The program was crafted specifically for busy individuals, particularly women in midlife, who needed efficient, science-backed approaches to fitness and nutrition.
The launch was a remarkable success, attracting over 8,000 participants within the first 90 days. This tremendous reception validated that we had identified a genuine market need: people trusted Jen not just for her medical expertise, but for her willingness to share her personal wellness journey.Based on this success, the program has evolved into a six-month format with plans to expand into a recurring monthly membership model. What began as a newsletter has transformed into a scalable business that allows Dr. Ashton to extend her impact beyond traditional media channels, creating a community where evidence-based wellness practices are accessible to all.
Working with Jen has been a fantastic validation of our approach to creator businesses: listening closely to audience signals, focusing on authentic creator experiences, and building scalable products that create genuine value.
Dr. Jen Ashton
Ajenda
About Dr. Jen
Dr. Jen Ashton is a double board-certified OB-GYN and obesity medicine physician with a master's degree in nutrition. Known to millions as the former Chief Medical Correspondent for ABC News and Good Morning America, she is an Ivy League-educated expert in menopause, weight management, and overall wellness. A four-time Emmy Award-winning medical expert and bestselling author, Dr. Ashton provides evidence-based, practical health guidance to help women make informed decisions at every stage of life. She combines clinical expertise with a real-world approach, translating complex medical topics into actionable insights.
545k+
instagram followers
180K+
newsletter subscribers
8,000+
Experiment participants in first 90 days
Ask
Transform Dr. Jen Ashton's growing newsletter audience into a sustainable wellness business that aligns with her mission of empowering women through evidence-based health guidance.
Approach
We began by collaborating closely with Dr. Ashton to ideate and validate potential business models that would naturally extend from her thriving newsletter. Through high-fidelity mockups of “feature vignettes” and audience surveys, we identified the wellness content that most resonated with her community. But our breakthrough came unexpectedly. During our exploration, Dr. Ashton was documenting her personal six-month fitness journey with trainer Korey Rowe on social media. The overwhelming response from her audience—who repeatedly called her transformation "inspiring"—revealed our direction. Rather than creating just another content platform, we developed an experience that allowed her community to follow the same system that transformed Dr. Ashton's own health, augmented by Jen’s own expertise is nutrition and wellness. We designed and built a comprehensive platform featuring the Wellness Experiment, a program combining Dr. Ashton's nutritional and medical expertise with Korey's fitness methodology. The program was designed for busy people, particularly women in midlife, who need efficient, science-backed approaches to fitness and nutrition.
Impact
The platform launch exceeded all expectations, with over 8,000 participants joining within the first 90 days. What began as a newsletter has evolved into a thriving wellness business, with the program now expanded to a six-month format based on participant feedback and continued interest. More importantly, we've helped Dr. Ashton scale her impact by creating a platform where her medical expertise and personal experience converge to deliver real results. Participants are experiencing transformations similar to Dr. Ashton's own journey, creating truly meaningful impact, engagement and success stories.
