Turning health confusion into clarity.
Our mission is to empower people with data-driven health solutions that improve lives.
Our Leadership Team
Ian Stewart
Chief Executive Officer
Ian leads operations, risk, and finance across Goodness Labs, ensuring each validated venture scales into a sustainable business. His focus on operational excellence and financial discipline positions our brands for long-term success.
Kanetha Phon
Chief Innovation Officer
Kanetha drives vision and innovation, launching MVPs and incubating new brands within the studio. By taking on early-stage risk, she creates the foundation for breakthrough companies that redefine health and wellness.
Jen Cox
Chief Marketing Officer
Jen leads brand strategy, growth marketing, and go-to-market execution. She future-proofs ventures with compelling narratives and scalable marketing systems, positioning them to capture market share quickly and effectively.
Oscar Tong
Lead Dietitian & Advisor
Oscar ensures scientific credibility across all products and ventures. With deep expertise in nutrition and dietetics, he safeguards evidence-based development, giving consumers and partners confidence in every Goodness Labs solution.
Ravenna Gassmann
Social Media Manager
Ravenna manages social media and community engagement across the Goodness Labs portfolio. She builds authentic connections with audiences, amplifying brand reach and driving meaningful conversations around health.
Whether it's AI-powered nutrition plans, precision supplements, or new wellness apps, we design, test, and launch bold new ventures with speed and science.
The Market Problem
Health is a trillion-dollar guessing game.
Consumers spend over $4.5 trillion annually on wellness, supplements, and diets, most of it based on generic advice, influencer trends. 80% of people who buy health products never see meaningful results. (McKinsey Wellness Market Report, 2023)
The Human Problem
People don’t understand their own biology.
Most people have no idea how their genetics, hormones, or metabolism actually work, and are blindly self-prescribing. This creates wasted money, delayed care, and unnecessary suffering.
Our Solution
We build what today’s health system can’t.
Goodness Labs is a venture studio that creates data-driven health brands, backed by science, powered by real diagnostic testing and data.
Because the future of health isn’t another pill, it’s clarity.
How we work
We live by a few simple truths:
Start with why
We only build what matters.
Best idea wins
No egos. Only traction.
Data > feelings
We trust real data-driven feedback, not opinions.
Done is better than perfect
Speed wins in early-stage.
Our Labs
Located in Halifax Street, Adelaide, our creative engine is purpose-built for rapid GTM, creative testing, and iterative scaling.
Our Capabilities
Discovery & De-Risking
Before we build, we validate.
We run fast market experiments, validate real demand, and map compliance risk early so only the strongest ideas move forward.
Brand & Product Creation
We craft brands that feel inevitable.
From naming to formulation to packaging, every detail is crafted for credibility, clarity, and conversion.
Technology & Experience Design
Seamless experiences that convert.
From onboarding quizzes to AI-powered plans, all automated and integrated into a seamless DTC stack.
Launch & Growth Engine
Traction is our religion. We build what sells.
Our growth team runs ad tests, influencer loops, and funnel optimisations to quickly find what sells and scale it fast (CAC/ROAS)
Data & Ops Infrastructure
Back-office built for scale and clarity.
We manage fulfilment, CX, inventory, and live dashboards, so founders can focus on growth, not admin.
Exit & Investor Readiness
We build with the buyer in mind.
From data rooms to buyer mapping, our brands are structured to scale, and built to attract strategic acquisition.
Our Portfolio
Goodness Labs is a venture studio at the forefront of the $1T healthtech and consumer wellness market. We create and launch science-backed brands that solve the biggest problems in nutrition, longevity, and women’s health using AI, biomarker testing, and precision supplements. Our studio model de-risks early-stage ventures by combining shared infrastructure, in-house expertise, and rapid go-to-market execution, enabling us to launch multiple scalable companies at speed. With portfolio plays in high-growth categories like precision nutrition, perimenopause, biological aging, and liver health, we are positioned to capture massive consumer demand and deliver outsized returns.
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