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.
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.

WHAT DRIVES US
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!
CLEANING IT UP
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 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.
JUST GETTING STARTED
Our vision for the future.
