Repositioning a struggling brand into a commercially viable business.

Peak DNA – Corporate Wellbeing & Female Health

Beginning with corporate wellbeing programme development and evolving into the strategic repositioning, redesign, and successful relaunch of their collagen product.

What started as a consultancy role focused on stabilising corporate clients quickly became a senior, embedded role across female health coaching, product development, brand strategy, and go to market execution.

My role was to bring clarity, credibility, and commercial structure to a brand that had strong intent but lacked focus, differentiation, and traction.

About Peak DNA

Peak DNA operates within the corporate wellbeing and performance space, working with organisations to support employee health, resilience, and long term wellbeing.

The brand had ambitions to expand into female health and supplementation but was struggling with:

• An underperforming collagen product

• A crowded, noisy market full of misinformation

• A lack of clear positioning or clinical credibility

  
  

There was an opportunity to rebuild the brand properly - but only if it was grounded in science, lived experience, and strategic execution.

The Process

My involvement began with corporate wellbeing programmes, focusing on:

• Stabilising existing clients

• Creating clearer, more structured wellbeing programmes

• Improving delivery consistency and outcomes

  
  

This naturally expanded into female health coaching within corporate programmes, where gaps in education, supplementation, and hormone support became impossible to ignore.

At this point, the failing collagen product was identified as both a risk and an opportunity.

I took responsibility for deeply understanding:

• Female hormone health

• Skin health and ageing

• Nutrition protocols

• The global collagen and supplement market

• Where brands were misleading women versus genuinely supporting them

  
  

To do this properly, I didn’t just research - I tested.

Over 12 months, I personally bio hacked my own health and skin, using diagnostics and skin analysis to track measurable improvement equivalent to a 10 year reversal in skin age.

This ensured decisions were not theoretical, but proven.

The Solution

The collagen product was already formulated for internal health benefits. My role was to:

• Build on that formulation to create a signature blend

• Ensure the product delivered both health and visible skin benefits

• Position the product credibly in a saturated, often unethical market
  

I led and oversaw:

• Product refinement and positioning

• Collaboration with manufacturers and suppliers

• Packaging and design direction

• Website build and messaging

• Marketing and funnel strategy

• Distribution planning

• Sales conversations and relationship building

• Development of a funnel into skin specialists and aesthetic clinics

  
  

This was not a branding exercise alone - it was a full commercial rebuild.

The Results

Within a short launch window:

• Peak DNA successfully relaunched a differentiated collagen product

• The brand moved from failing to credible and commercially viable

• A clear online sales funnel was established

• A secondary funnel into clinics and skin specialists was created

• Corporate wellbeing programmes were strengthened with female health expertise

• The business was left with the structure, suppliers, and systems required to scale

  
  

After three months post launch, the brand was stable, positioned correctly, and ready to be handed back to the internal team to scale independently.

Summary

This project demonstrates how I work at senior level:

• Turning failing products into viable businesses

• Bridging science, strategy, branding, and delivery

• Operating hands on where needed, but always with a long term view

• Protecting credibility in markets that exploit confusion

• Building businesses that can scale without founder dependency

  
  

This was not coaching. It was partnership, leadership, and execution.