Building the Business of Bone Health Before the Diagnosis wth Chiara Moore, Co-Founder & COO of YVO

The biggest opportunities in health and wellness aren't found in crowded categories—they're created by seeing consumer behavior before everyone else does. In this episode, I sit down with Chiara Moore, Co-Founder and COO of YVO, to unpack what it takes to build a brand around an emerging health movement before the market fully catches up.After helping build global brands for Nike, Netflix, and Twitter through her agency, Chiara made the leap back into entrepreneurship to co-found YVO—a women's wellness company reimagining bone health through thoughtful product design, diagnostics, and community. But this conversation goes far beyond weighted vests.We explore what it looks like to create demand for a category consumers don't yet fully understand, how building a community of 600 women outperformed paid acquisition in the earliest stages of growth, and how founders can build products that educate the market while simultaneously creating it.If you're building in health and wellness, this episode is a masterclass in category creation, positioning, and founder-led brand building. We discuss:How to identify whitespace by recognizing cultural and consumer shifts before they become mainstream.Why community drove 90% of early pre-orders, allowing the company to validate demand and generate word-of-mouth before investing heavily in paid acquisition.How bundling products with services—like pairing a weighted vest with a DEXA scan—creates a stronger customer experience while reinforcing the brand's mission. Mentioned in this Episode:Why Women Are Turning to DEXA Scans in 2026: GLP-1s, Strength & Longevity with Elaine Shi, CEO of BodySpecbodyspec.com Connect with GuestWebsite: yvowarrior.comInstagram: instagram.com/yvowarriorLinkedIn: linkedin.com/company/yvowarriorLinkedIn: linkedin.com/in/chiaraadin Want to get in front of our audience?Reclaim reaches founders, operators, and investors building the future of health and wellness. If your brand wants to be in front of this audience, sponsorship opportunities are available. Reach out to support@scalewithfuture.com. This episode is brought to you by Future Digital.Future Digital partners with the next generation of category-defining health brands — across paid media, lifecycle and retention marketing, and performance creative. AI-enabled, human-led, and built for categories where trust is the product.Visit scalewithfuture.com to learn how we help health and wellness brands scale. Stay up to date with Reclaim: Join the newsletter for thoughtful conversations, emerging trends, and practical insights on building trusted health brands—plus every new episode of Reclaim delivered to your inbox. Visit scalewithfuture.com/newsletter to sign up.