#United States #Secaucus #Vitamin Shoppe #Wellness Industry #Mike Forbes

The Vitamin Shoppe Welcomes Mike Forbes as Chief Strategy Officer

The Vitamin Shoppe®, a leader in nutritional product retailing, has recently appointed Mike Forbes to the newly established position of Executive Vice President and Chief Strategy Officer, effective August 5, 2025. This strategic move aims to bolster the company's focus on digital growth and innovative transformation initiatives within the nutrition and wellness sector.

Mr. Forbes, who brings over two decades of experience in executive leadership to the role, will be critical in shaping the enterprise strategic vision for The Vitamin Shoppe. This involves directing long-term planning efforts with an emphasis on digital acceleration, enhancing customer engagement, and fostering innovative growth avenues. He will report directly to CEO Sharon Leite and oversee various aspects of the business, including performance marketing, digital commerce, customer loyalty strategies, and strategic partnerships, such as mergers and acquisitions.

Background of Mike Forbes

Forbes is not new to the wellness landscape. His career includes impressive roles like Co-CEO at MaryRuth Organics, during which he played an essential role in scaling the company to new heights in revenue and profitability. With significant successes at Alter Eco Foods as CEO and strategic contributions at Safely, where he enhanced digital marketing and gained sustainability certifications, Forbes has a proven track record of leading brands toward successful transformations.

Earlier in his career, Forbes made significant contributions to California Olive Ranch, significantly growing the company from a startup phase to become one of the top-selling olive oil brands in the United States. His foundational experience at McKinsey & Company also provided him with insights into retail and consumer goods dynamics, preparing him for his current leadership role.

A Vision for Growth

Expressing his enthusiasm for joining The Vitamin Shoppe, Forbes stated, “I’ve long admired The Vitamin Shoppe’s leadership in the health and wellness space, and I’m honored to join this talented team at such a significant moment in the company’s growth.” His passion for improving consumers' lives through nutrition and wellness resonates with The Vitamin Shoppe’s mission of providing guidance and support for lifelong wellness.

With a commitment to driving digital innovation, Forbes plans to enhance customer-centric strategies that will facilitate growth and engagement across all demographics. His personal experiences with health challenges further motivate him to deliver impactful wellness solutions to customers, reflecting his deep-seated passion for the industry.

Commitment to the Future

In continuation of The Vitamin Shoppe’s journey toward innovation, Forbes's leadership will help steer the company through a crucial transition in its operations. Under the new ownership of Kingswood Capital Management and Performance Investment Partners since May 2025, there is a renewed focus on advancing their digital capabilities and expanding their product offerings. With over 640 retail locations across the United States and a rich assortment of nutritional options, The Vitamin Shoppe aims to strengthen its market presence significantly.

Sharon Leite, the CEO, expressed confidence in Forbes's ability to navigate The Vitamin Shoppe through this pivotal chapter, emphasizing the importance of innovation and renewed growth strategies. With the enrichment of their digital transformation initiatives, the company is poised for expansive growth in the competitive health and wellness market.

Conclusion

Mike Forbes's appointment reflects The Vitamin Shoppe’s ambition to redefine its strategies in the evolving wellness market. By harnessing digital advancements and a customer-focused approach, the company is set to embark on a new journey, fulfilling its mission of guiding individuals on their wellness journeys. As wellness products continue to gain traction among consumers, Forbes's expertise will be essential in navigating The Vitamin Shoppe toward a successful future.