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About Us

We are on a mission to make good gut health effortless to achieve & maintain.

Our company was founded on the idea that all health and wellbeing starts in the gut. And so from day one we have been focused on giving people the educational tools and products they need to support & nurture their gut easily, no matter how busy their lives are.

Meet Our Experts

Bailey Franzen MS, RDN

Registered Dietitian (RDN)

I hold a Masters of Science in Nutrition and Dietetics from Loma Linda University. My expertise lies in the dietary management of gastrointestinal disorders such as IBS, including medical nutrition management of multiple bowel related complications. I love digging into the latest nutritional research and translating it into useful information for my clients. I’m very passionate about healthy living and enjoy spending time outdoors with my three children, as well as testing all kinds of new healthy recipes.

Dr Joe Haines MD, MPH

Medical Doctor (MD)

I have over 35 years experience practicing medicine in both a family practice setting and as a senior medical officer & surgeon in the 2nd Marine Aircraft Wing (MAW).  Which is to say I’ve seen it all!  Over the years I’ve treated 1000s of patients with GI problems and my passion for gut health continues to grow as I see the fantastic results my family & patients have enjoyed moving away from the Standard American Diet. I’ve also published over 200 articles; medical, general interest and historical – I love to share my research and teach!

Richelle Godwin BS, RDN

Registered Dietitian (RDN)

I have more than 15 years of experience in the field of dietetics, culinary arts, and physical fitness. I am an active yoga instructor and have a passion for cooking, creating recipes that are healthy, wholesome, and flavorful. Tying these together I am also a professional photographer, a Master Gardener, and run my own dietetic consulting company, Health-Crush. Food is the key to anyone’s heart and this is probably why I’ve found my passion in it and always will for a lifetime.


The supplements industry is broken.

From inflated health claims to quality control issues, the industry has long been plagued by problems.  But most frustrating to us is just how much the industry has completely neglected to address gut health. You see, despite it being the number one trending health issue of our time, the supplements industry is simply too busy trying to sell the latest fad or wonder ingredient (hello Amazonian berries that ‘melt fat’).  In particular, it saddens us how much the industry has failed to deliver targeted & efficacious pre/probiotics.  Given we’ve never lived in a more research-filled era, it is inexcusable that so few products reflect this abundance of scientific wisdom.  And of course, the industry has failed and continues to fail to deliver clean, gut-friendly formulas – i.e. hypoallergenic supplements without common allergens like gluten and dairy, or other impurities such as gut-irritating fillers and high FODMAP ingredients.  Lastly, and most frustrating from a consumer point of view, the industry has struggled to create convenient & smartly balanced formulas that are easy and affordable to take.  To all of this, we say no more!


We are fixing these problems so we can finally show your gut the love.

The number one thing we are doing to ensure we deliver you world class products, is formulating our ingredient combinations (‘stacks’) with input from experts across the four key fields of gut health – doctors, microbiologists, research scientists and holistic health experts such as Registered Dietitians (RDNs). By bringing the views of this diverse collection of authorities together, we are able to design supplements that help you to achieve your digestive health goals faster and easier.

We are 100% gut focused.

We don’t help people lose fat, gain muscle or otherwise become superman.  Instead, our sole focus is to help support your digestion, GI tract and microbiome.  That is it.  And that means we have the time and dedication to produce world class gut health supplements.  Most importantly for you, that means we choose the right ingredients, include them in balanced amounts and use the smartest encapsulation technology – eg our Smart Probiotic uses DR encapsulation for optimal deliverability.  But even more crucial is what ingredients we say no to.  No to gut irritating fibers.  No to unnecessary fillers.  No to artificial flavors.  And all these no’s add up.

We pursue effective formulas. Uncompromisingly.

We spend 100s of hours diving deep into the research behind every formula we create to make sure it offers real support.  For example, when we designed Friendly Prebiotics we spent 30 hours debating the pros & cons of a single ingredient in it, the fiber Larch Arabinogalactan!  And even more time scrutinizing another ingredient, Partially Hydrolyzed Guar Gum.  Importantly, we opt for ingredient specificity – especially with regards to prebiotic fibers and probiotic strains.

We design clean formulas.

Since we ‘take what we make’, our team ruthlessly implements the highest purity standards.  Meaning no gluten, no dairy, no soy, no GMOs.  Instead, we are focused on creating best-in-class hypoallergenic products.  To ensure this high standard is upheld, we use independent 3rd party labs to verify our core digestive health products range.  Additionally, extensive purity testing is conducted for heavy metals, pesticides and microbiology.  No stone is left unturned in search of purity.

We work with old-school honesty.

Our families consume our products and we formulate & operate accordingly.  That means open source, transparent labels, with ingredient specificity outlined and amounts clear to see (hello individual enzymes labels, goodbye proprietary enzyme blends).  Plus, we are also implementing an industry-leading tracing program, which will involve transferring our country of origin & supplier tracing to a public blockchain for ultimate transparency.

We make products that are crazy convenient.

Perhaps the biggest thing driving us is the desire to make supplements that intelligently combine (‘stack’) complementary ingredients, so you can nurture your gut with less products.  A good example of this is our Upgraded Betaine HCL, which brings together 5 unique ingredients to support the break down of food in both the stomach and intestine via an interplay of HCL, pepsin, bile, digestive bitters and ginger.  We think this approach is not only an amazing time saver, but also a cost effective way to get your daily digestive health supplements.  The way we want it for ourselves.  And the way it should be regardless.

We prefer vegetarian formulas. But efficacy decides.

To ensure people of all diet preferences can enjoy our product line, we always seek out vegetarian and vegan friendly ingredients. The only exception is when an animal-based ingredient is substantially more efficacious and can thus better help people achieve their health goals – eg porcine-based pepsin over a weaker vegetarian-sourced ‘pepsin’.  In the rare cases where this occurs, it is clearly labelled.  We think this approach makes the most sense, since your gut health is the priority.


Our vision for the future.

Going forward we will be utilizing our diverse team of health experts to roll out an unprecedented suite of advanced education tools to make living a gut-friendly lifestyle even easier for you. From painless weekly cooking systems to an AI-powered gut health chatbot assistant on your phone, we aim to eliminate every point of friction people experience on their journey to great gut health.

Early Access

Gain priority access to the beta version of our latest education tools.