The Solidcore founder spoke exclusively to ATN about his investment strategy, including tackling the growing ‘mocktail’ movement
Ann Mahlum is always ahead of the curve, and her recent investment in Virginia-based herbal medicine brand Apothecary could signal the next big thing in the burgeoning wellness space. There is.
The self-made billionaire and philanthropist founded Solid Core in 2013, then sold his Pilates-inspired fitness brand last year, becoming a serial investor in the fitness and wellness space. Ta. Mahlam has previously backed New York-based group fitness startup The Athletic Clubs, cold tub manufacturer Ice Barrel, and recently invested $500,000 in Apothékary, a female-owned herbal medicine startup.
“I’m very bullish on longevity and healthspan, especially since I’m 43 now,” Mahlam told Athlete News. “One of the things I always talk about with my friends who are in their 30s and 40s is how to make it as comfortable as possible for as long as possible.”
The power to become alcohol free
She sees her recent investment in Apothékary not just as a financial decision, but as a commitment to innovation (and entrepreneurship) that is reshaping the industry while promoting healthier lives.
Mahram knows a thing or two about promoting happiness and positive change. She is certainly “a little bit obsessed” with her daily routine as she has recently changed her relationship with alcohol. Mahlum soaks up the Miami sun every morning, fuels up with electrolytes and hydrogen water before heading to the gym for 90 minutes.
“I am very determined to get the most out of my body while I am young, capable and healthy,” Mahlam says. He added that he was a “very sociable” drinker until he quit two years ago.
“I never really thought about it,” she recalls. “At the beginning of 2022, I started wondering why I was doing this and why this has become such a big part of society. I started educating myself. I read a lot of books about the alcohol industry and how they market to us and what alcohol does to our bodies.
Her research and introspection led to a pivotal moment.
“I was like, ‘What a big deal, even though I’ve been promoting this as a person in the health and fitness field for a long time and this shit is toxic and actively opposes all the work I’ve done. I can’t believe you were acting like that wasn’t the case.” ‘”
Mahlam’s new relationship with alcohol is part of the reason she’s so enthusiastic about Apothecary and its founder and CEO, Shizuka Okusa, who is a big fan of herbs such as functional mushrooms. The company is developing products using its ingredients, including alternative wines for consumers who are sober and prefer alternatives. to alcohol.
“She wants people to feel like they’re treating themselves to something good for them (but they can put something good for them) and not miss out on the cocktail ceremony without all the negative side effects.” I love that it gives me options,” Mahlum said. Of Okusa.
In addition to spirit-free tinctures made from apothecary natural herbs, the wellness startup also offers products that support better sleep and energy, improved cognition and digestion, skin health and immunity. . Apothecary’s handy ‘swap this for that’ section on its website allows customers to find healthier alternatives to alcohol, coffee, melatonin, green juices and gut issues.
Mahlam attributes the rise in “mocktails” and other non-alcoholic options on restaurant menus to a growing awareness of consumer demand for options that support health and wellness.
“The mocktail industry is going to continue to be even more robust,” she predicts. “People are really starting to wake up, especially for people who work out, about how much alcohol is ruining all the progress they’ve made in their diet and efforts in the gym. I’m Great I think we entered Apothékary at a good time, and I think Apothékary will grow even faster over the next few years.”
Invest not only in your brand but also in your people
In many ways, Mahlum’s investment strategy reflects her holistic approach to wellness. Solid Core’s founders take a multi-faceted approach, staying true to their promise to invest in brands that make people’s lives healthier and happier.
“It’s not just the product. It’s never just one thing,” she says. “As an entrepreneur, you need to be in the best possible position. Shizu’s background makes her the perfect person to run Pharmacy. She understands scalability. She is a responsible founder and has a great product. and the timing was right.”
As for what happens next, Mahlam expects to double down on longevity and healthspan.
“Anything that can help you stay young from a physical and functional standpoint, I’m interested,” she says.
Nevertheless, Mahlum is taking a cautious approach to the rise of GLP-1 weight loss drugs, which have quickly become a staple in wellness clinics across the country.
“I don’t think we have enough data yet,” she says. “I don’t think anyone really knows the long-term effects of these drugs yet. We all want instant gratification and a quick fix for things, so these I’m not shocked that the demand for drugs is skyrocketing.
Mr. Mahram is always on the lookout for new trends in the market and makes his choices.
“On my own as an entrepreneur, I would never build or create anything that would not benefit people today and tomorrow,” says Mahlam, who only wants to engage with brands that are doing the same thing. he added. A private members’ athletic club in New York City that is part of The Athletic Club.
“Dane is a good friend,” Mahlum says of Dane McCarthy, founder of The Athletic Club brand. “He’s also a very driven entrepreneur. Same goes for Wyatt Ewing (Founder and CEO of Ice Barrel). I take ice baths every day. It’s great for my mental health.”
Trends to watch
Mahlum also said she’s excited about Othership, a sauna and cold plunge brand that will soon open in New York City’s Flatiron District. Unlike other sauna spaces, Othership combines a community aspect, and Mahram loves it.
“We have a huge sauna,” she says. “It’s like 20 to 30 people talking and connecting in a sauna. I love that aspect and love creating contrast therapy (heat and cold) and making it more general. is.”
At the end of the day, Mahlum still considers the high-intensity, low-impact fitness practiced at Solid Core to be the primary workout method for endurance.
“Many people hate running and cardio. There is a lot of research showing that weight training and strength training are far more effective than cardio for building muscle, sculpting your body, and boosting your metabolism. ” she says. “I think resistance training, weightlifting training and strength training will continue to be category winners for a very long time.”
