Wellness creator and entrepreneur Melissa Wood-Tepperberg visits Harvard Business School, sharing … [+]
Melissa Wood-Tepperberg’s journey from wellness creator to thriving entrepreneur earned her recognition from one of the most prestigious institutions in the world – Harvard Business School.
Her entrepreneurial journey is now the subject of a three-year study at Harvard, reflecting a growing trend among top business schools to include the rapidly expanding maker economy — a $250 billion industry — in their curricula. .
As creators continue to influence different industries, we can learn from their success. Here are four vital lessons from Wood-Tepperberg’s case study that can help brands and creators thrive in today’s digital landscape.
Lead with authenticity
In 2015, armed with just 10,000 Instagram followers and a $24 tripod, Wood-Tepperberg began sharing her popular yoga and Pilates flows on Instagram, which she called The Melissa Wood Method. As her brand grew on social media, she offered wellness tips, nutrition tips and postpartum insights, establishing herself as a multifaceted health expert.
True to her brand, Wood-Tepperberg shares personal parts of her life with her followers as well. “I’ve always been true to sharing the things I love — whether it’s the food I eat, the ingredients I avoid or the products I use, from my favorite shampoo and conditioner to the clothes I wear. And what I’ve discovered along the way is that consumers love all.”
Her approach clearly works: on any given day, she posts 1-3 times and shares up to 15 Instagram stories, offering a glimpse into everything from her morning routine to what she eats for lunch. Whether it’s a pilates flow on a New York park bench or a quick arm workout in a hotel room using water bottles as weights, Wood-Tepperberg’s authentic connection with her audience has helped her build a community loyal following of over 1.2 million.
“I got into this space to help people discover their strength through meditation and movement, says Wood-Tepperberg. From the moment I started, I was building a business—without even realizing it.”
Her example proves that you can build a thriving business by staying true to yourself.
Own your community
Building a business on social media comes with risks—like not owning your content (or, the impending ban of TikTok), which could disrupt the livelihoods and incomes of millions of businesses and creators. So how can creators reduce the risk of losing access to the large groups of people that fuel their business?
After cultivating a strong following on a popular fitness app, Wood-Tepperberg became a top creator on the platform, with subscribers glued to her guided workouts and meditations.
Aware of the dangers of relying on a single rented platform, Wood-Tepperberg made a bold move: She switched from hosting her workouts on a popular fitness app to creating her own platform. MelissaWoodHealth.com.
“I sent out a message to my subscribers saying, ‘If you want to continue training with me, go to melisswoodhealth.com,'” she recalls. “I converted over 2,000 people on launch day.”
This change gave her more control over her brand and protected her business from the uncertainty of platform dependency.
Melissa Wood-Tepperberg takes one of her classes at melissawoodhealth.com.
Her advice for other creatives? “As you build your social media presence, you should also build your newsletter subscriber base. A lot of people overlook that, but if something were to happen, you’d have a direct way to communicate with your community.”
Newer platforms like Substack and Beehiiv allow creators to send newsletters directly to their subscribers, providing valuable protection against the risk of audience loss if a platform were to disappear.
For Wood-Tepperberg, the commitment to owning her audience has paid off: with an impressive open rate exceeding 80%, her email list is integral to the growth of her business.
Diversify your income streams
Affiliate marketing is another cornerstone of Wood-Tepperberg’s income strategy.
As she expanded her company, she recognized the opportunity to integrate product recommendations that aligned with her wellness philosophy. This provided real value to her audience while also allowing her to diversify her income.
“Affiliate marketing has given her the freedom to share creatively and organically,” says Dylan Rudolph, Director of Brand Partnerships at Melissa Wood Health. “While brand partnerships can sometimes be restrictive, affiliate marketing allows for flexibility—whether you’re posting about a brand once or ten times a month.”
Through her organic partnerships, Wood-Tepperberg has attracted the attention of brands such as Act + Acre, Dream Recovery and, most recently, Cotton. These collaborations have expanded her revenue base while maintaining the trust and loyalty of her followers.
Listen to your Community
A decade later, Wood-Tepperberg has built a global wellness empire, with her community at the heart of everything she does.
She engages with her audience on a regular basis, using polls and polls on Instagram stories — whether it’s choosing a time for an impromptu live workout or gathering feedback for new ideas. From her health app to her podcast, move with heart, feedback from her followers has fueled every step of her journey.
Its success proves that truly listening to your community is the secret to creating a lasting brand that lasts over time.
Final Thoughts
Melissa Wood-Tepperberg’s transformation from wellness creator to entrepreneur offers a powerful blueprint for today’s creators: how to go from creator to successful business owner. She has built a thriving business by staying true to herself, focusing on the community and diversifying her income.
Her journey illustrates how creators can use their unique voices to build successful and sustainable ventures as the creator economy grows. The message is clear to those seeking to follow in her footsteps: stay aligned with your vision, listen to your community, and success will follow.
