IM8 Health is a world-renowned supplement brand co-founded by David Beckham and developed in partnership with scientists from Mayo Clinic and NASA, the brand launched in December 2024 and immediately rewrote the playbook on supplement growth, achieving a 2,457% compound annual growth rate and scaling toward $100 million in annual recurring revenue within its first year.

But hypergrowth creates its own challenges. With 92 premium ingredients and a science-first formulation, IM8 faced a critical gap: translating complex nutritional science into messaging that resonated emotionally, without losing the credibility that set them apart. Their existing email content was technically accurate but information-dense, and a steep subscriber drop-off between months one and four signaled an opportunity to strengthen the post-purchase journey.

The relationship began unconventionally. Our founder started as an IM8 customer, genuinely impressed by the product's impact on his own daily performance. That firsthand experience revealed gaps in the post-purchase experience that weren't being addressed. Rather than pitch a full engagement, we offered to rebuild their post-purchase flow at no cost, proving value before proposing partnership.

After reviewing the work, IM8's team noted that the copy expressed ideas they'd always known but had never been able to articulate. The customer psychology, they said, had been nailed. That initial deliverable led to an expanded engagement spanning lifecycle automation, content strategy, and product-launch support.

IM8's formulations are rooted in peer-reviewed research, but raw science doesn't convert.

We implemented what we call the Nike Playbook: leading with aspiration and emotion, then anchoring claims in clinical credibility. Instead of overwhelming subscribers with ingredient lists, we positioned IM8 as a performance brand, connecting the product to the outcomes customers actually care about: energy, clarity, longevity.

This shift moved the brand from information-dense content to education through entertainment; building trust without sacrificing authority.

Instead of relying on promotions, we developed an educational, story-driven content strategy. By balancing inspiration with product education, we boosted open rates and transformed passive readers into engaged subscribers—solidifying CastleFlexx’s authority in the mobility space.