Beyond the Branding
How The Wellness Company mirrors the very industry it critiques
I was recently asked in a chat group why I don’t support the Wellness Company, and why I can no longer take healthcare providers or others who promote the brand seriously. My perspective is shaped by an article and video produced by two excellent investigative journalists, both of whom publish on Substack. If you haven’t seen their work, I strongly encourage you to look into the evidence they’ve uncovered about this so-called “wellness brand” and the people promoting it.
Watch The Amazing Polly’s full breakdown on Rumble and read Beyond the Maze’s investigation for the long form and the receipts. My post is an attempt to summarize their great work, so please consult their article and video for their resources.
The Shiny Promise (and Why It Landed So Fast)
The Wellness Company (TWC) is now closing in on four years old. Founded in 2021 by Canadian businessman Foster Coulson, it entered the scene with a polished pitch: supplements, telehealth, “medical freedom.” It was built for people disillusioned by mandates, masking rules, and the way the COVID years were handled. To cement its credibility, it stacked its leadership team with marquee dissident names like Dr. Peter McCullough and Harvey Risch. That’s why it shot into the conversation so quickly.
Even legacy media gave it a moment. Back in July 2023, USA Today described TWC as a bold answer born in the “crucible of the global health crisis,” unapologetically advocating for medical freedom and affordable care. That kind of glow doesn’t land by accident.
The Network Behind the Curtain
TWC’s “parallel system” pitch always sounded appealing—until you followed the relationships and incentives. Coulson wasn’t just selling vitamins; he was working closely with David Lopez, a former Navy SEAL with a background in Blackwater, DHS operations, and intelligence-adjacent contracting. Together, the two co-founded ventures ranging from International Health Brands to Zelenko Labs and TWC itself. Lopez also played roles in controversial projects in Haiti and in private development initiatives that displaced local populations.
Meanwhile, TWC’s marketing leadership carried résumés highlighting more than $300 million in information operations and PSY OPS contracts. Its PR orbit overlapped with figures like Trevor Fitzgibbon, a strategist known for managing contentious public personas. Peter McCullough, Robert Malone, and Steve Kirsch all use the same left wing PR agency, Fitzgibben Media, who also has done PR for Planned Parenthood, Moveon.org. Fitzgibben has also worked for the Obama campaign and Fenton Communications who’s clients included the ACLU and the Transgender Law Center.
Add in Coulson’s board seat with Qu Biologics, a company advancing gene-based medicine, and the contradiction sharpens. Many in TWC’s target audience, skeptics of mRNA and biotech, have no idea their “parallel” option is tied to the very ecosystem they mistrust.
The Theater and the Side Shows
The playbook wasn’t new, and it wasn’t unique to wellness. Tim Ballard and Operation Underground Railroad had already proven how dramatic storytelling, celebrity endorsements, and “humanitarian” branding can turn into profit pipelines. The scandals around OUR — the hero act, questionable finances, and political ties — showed just how quickly the line can blur between advocacy, entertainment, and influence.
TWC followed the same playbook. It pushed an emotional counter-narrative during COVID, wrapped in slick marketing, influencer deals, and “emergency” product bundles. The packaging looked new, but the tactics were all too familiar.
Anyone with even basic knowledge of COVID-19 treatment should have questioned both the contents and the price of that emergency bundle. Even Tamiflu was included — a drug with no evidence for treating the flu effectively, and absolutely none for COVID-19. Yet this was part of the original bundle Peter McCullough was promoting? Seems a little odd to me.
Behind the Curtain
What stood out most wasn’t just the products, but the machinery propping them up. Polished PR campaigns, investors with biotech ties, and people with intel or operations backgrounds gave TWC a level of coordination that didn’t match the “grassroots wellness” image they were selling. That contrast doesn’t automatically prove malice, but it should make anyone pause and ask harder questions about motives and trust.
Why You Should Care
Looking back four years later, it’s clear why the early warnings rang true. Movements fracture when they’re managed from the top down. Fear-driven countdowns, influencer drama, and nonstop product launches don’t empower people—they keep them dependent. If we keep chasing shiny “alternatives” without asking who profits, we’ll miss the real policies being pushed quietly in the background.
Independent researchers like Beyond the Maze (Kristin Elizabeth) and The Amazing Polly have done the hard work of documenting the overlaps between wellness branding, intel-linked operators, and corporate opportunists. You don’t have to agree with every conclusion to see that the receipts are there.
The Real Question
If the same operators keep resurfacing under new brands, it’s their track record that matters, not their promises. So ask yourself: is The Wellness Company truly a solution, or just another funnel built to capture disillusioned customers under friendlier packaging?
Do Your Own Research, Always
You can’t blindly trust the medical system, and you can’t blindly trust the wellness industry either. Both are full of conflicts, marketing, and profit-driven agendas. That means it’s on you to do the research, ask hard questions, and become your own advocate. Be aware of brands and organizations who use emotionally driven content and fear mongering to sell their products.
This brand is one reason why I wrote Get Healthy or Get Dead. It’s a first step to spotting these types of landmines, breaking out of the fear cycles, and building the kind of habits that put you back in control of your health and your choices.
If this article made you stop and think, don’t leave it there. Pick up the book, work through the exercises, or book a coaching session with me. My goal is to give you tools for clarity, resilience, and the confidence to cut through the bullshit so you’re not at the mercy of blood sucking individuals and industries that don’t have your best interests at heart.
Very disappointed in the docs who signed up for TWC. Tanked their credibility as “for the people” kind of guys…it was for themselves they were selling.