Mike Forbes Joins The Vitamin Shoppe as Chief Strategy Officer to Drive Digital Transformation

Table of Contents

1. Key Highlights:
2. Introduction
3. The Strategic Vision Under Mike Forbes
4. Mike Forbes: A Track Record of Success
5. The Importance of Digital Transformation in Retail
6. The Role of Strategic Partnerships and Acquisitions
7. A Personal Commitment to Wellness
8. The Future of The Vitamin Shoppe

Key Highlights:

• Mike Forbes has been appointed as Executive Vice President and Chief Strategy Officer of The Vitamin Shoppe, effective August 5, 2025, to lead digital expansion and transformation initiatives.
• With over 20 years of experience in the retail and consumer goods sectors, Forbes has successfully scaled multiple brands, including MaryRuth Organics and Alter Eco Foods.
• The Vitamin Shoppe, acquired by Kingswood Capital Management, is poised for growth, focusing on digital capabilities, private brand expansion, and enhanced performance marketing.

Introduction

The Vitamin Shoppe, a well-known player in the wellness and nutritional products industry, has made a strategic appointment that signals its commitment to innovation and growth. Mike Forbes, a seasoned executive with a robust background in consumer goods and digital marketing, will take on the role of Executive Vice President and Chief Strategy Officer starting August 5, 2025. This newly created position aims to spearhead the company’s enterprise-wide strategy, focusing on digital acceleration and organizational transformation. Given the increasing consumer demand for wellness products, Forbes' leadership is expected to position The Vitamin Shoppe at the forefront of the rapidly evolving health and wellness market.

The Strategic Vision Under Mike Forbes

In his new role, Forbes will report directly to CEO Sharon Leite and will be responsible for various strategic initiatives, including digital commerce, performance marketing, customer loyalty programs, and the exploration of new business development opportunities. This strategic reshaping comes at a time when companies in the wellness industry are increasingly recognizing the importance of digital presence and eCommerce capabilities.

Forbes’ appointment is particularly timely for The Vitamin Shoppe as it seeks to innovate and expand its market footprint. The company is focused on maximizing growth opportunities across digital avenues, which have become essential for retail success in a post-pandemic world. Forbes’ extensive experience in scaling digital-first brands will be invaluable as The Vitamin Shoppe navigates this transformative period.

Mike Forbes: A Track Record of Success

Forbes’ career spans over two decades across high-growth companies in both the retail and consumer packaged goods sectors. Before joining The Vitamin Shoppe, he served as Co-CEO of MaryRuth Organics, where he guided the vitamin and supplements company to unprecedented revenue and profitability milestones. His leadership was marked by a strong emphasis on digital marketing and community engagement, key factors that contributed to the brand’s rapid ascent in a competitive marketplace.

Prior to MaryRuth Organics, Forbes held the position of CEO at Alter Eco Foods, where he revitalized operations and brand identity, earning accolades such as the “Game Changer” award from Food & Wine magazine. His tenure at Safely, an eco-conscious cleaning brand, further showcased his ability to drive digital marketing initiatives and achieve sustainability certifications, highlighting his commitment to both innovation and social responsibility.

Forbes’ early career included significant roles at California Olive Ranch, where he played an instrumental role in scaling the brand into one of the top-selling olive oil companies in the U.S. His experience at McKinsey & Company, advising leading consumer and retail businesses, complements his operational expertise and strategic vision.

The Importance of Digital Transformation in Retail

As consumer behaviors shift towards online shopping and digital engagement, the importance of a robust digital strategy cannot be overstated. Forbes’ experience in leading digital transformations at various companies underscores the critical need for retailers like The Vitamin Shoppe to adapt to changing market dynamics.

The COVID-19 pandemic accelerated the trend towards eCommerce, with many consumers now preferring to shop online for health and wellness products. This shift necessitates a comprehensive digital strategy that not only enhances the eCommerce platform but also integrates customer loyalty programs and performance marketing efforts to engage consumers effectively.

Forbes aims to harness data analytics and performance metrics to tailor marketing strategies, optimize customer experiences, and drive sales growth. His approach will likely focus on leveraging technology to streamline operations and improve customer service, ensuring that The Vitamin Shoppe remains competitive in the increasingly crowded wellness market.

The Role of Strategic Partnerships and Acquisitions

In addition to focusing on digital acceleration, Forbes will also explore strategic partnerships and potential mergers and acquisitions. This multifaceted approach is essential for expanding The Vitamin Shoppe’s market presence and enhancing its product offerings. By collaborating with other wellness brands, The Vitamin Shoppe can diversify its portfolio and tap into new customer segments.

The recent acquisition of The Vitamin Shoppe by Kingswood Capital Management and Performance Investment Partners further emphasizes the need for strategic growth. With new ownership committed to expanding digital capabilities and performance marketing, Forbes’ role will be pivotal in aligning these initiatives with broader business objectives.

A Personal Commitment to Wellness

Forbes’ passion for health and wellness is not just professional; it is also personal. He has overcome significant health challenges through a holistic commitment to nutrition and lifestyle changes. This personal journey fuels his desire to help others experience the transformative power of wellness-focused products and services.

His enthusiasm for improving the well-being of customers aligns perfectly with The Vitamin Shoppe’s mission of providing trusted nutritional solutions. As he takes on this new role, Forbes is poised to leverage his personal experiences to connect with consumers on a deeper level, fostering a community that prioritizes health and wellness.

The Future of The Vitamin Shoppe

With Forbes at the helm of strategy and digital transformation, The Vitamin Shoppe is set to embark on an exciting new chapter. The company’s commitment to innovation and growth, combined with Forbes’ extensive experience, positions it well to adapt to market changes and consumer preferences.

As the wellness industry continues to evolve, The Vitamin Shoppe aims to not only meet but exceed consumer expectations by offering a comprehensive assortment of nutritional products, guidance, and services. The focus on digital capabilities, coupled with strategic partnerships and a customer-centric approach, lays the foundation for sustained growth and success.

FAQ

Q: What is the role of the Chief Strategy Officer at The Vitamin Shoppe?
A: The Chief Strategy Officer is responsible for leading the enterprise-wide strategy, focusing on digital acceleration, innovation, and organizational transformation. This includes overseeing digital commerce, performance marketing, customer loyalty, and strategic partnerships.

Q: What experience does Mike Forbes bring to The Vitamin Shoppe?
A: Mike Forbes has over 20 years of leadership experience in the retail and consumer packaged goods sectors, including successful roles at MaryRuth Organics, Alter Eco Foods, and Safely. His expertise in scaling digital-first brands makes him well-suited for his role at The Vitamin Shoppe.

Q: How is The Vitamin Shoppe planning to enhance its digital capabilities?
A: The Vitamin Shoppe is committed to advancing its digital capabilities through investments in eCommerce, performance marketing, and customer engagement strategies to meet the growing demand for online shopping in the wellness sector.

Q: What does the recent acquisition mean for The Vitamin Shoppe?
A: The acquisition by Kingswood Capital Management and Performance Investment Partners allows The Vitamin Shoppe to access significant resources aimed at enhancing its digital presence and expanding its private brand portfolio, positioning the company for future growth.

Q: How does Mike Forbes’ personal commitment to wellness influence his role?
A: Mike Forbes’ personal health journey and commitment to wellness drive his passion for helping others. This personal connection to health and nutrition enhances his ability to connect with customers and promote The Vitamin Shoppe’s mission of lifelong wellness.