The Visionary Founders: Jordan Rubin and Dr. Josh Axe
Ancient Nutrition was built on the vision of two prominent figures in the natural health and wellness community: Jordan Rubin and Dr. Josh Axe. Their combined expertise and personal experiences laid the foundation for the company's philosophy of combining ancient traditions with modern nutritional science.
Jordan Rubin: From Illness to Innovation
Jordan Rubin is a renowned natural health expert and eco-entrepreneur with a remarkable personal story. In his early twenties, Rubin battled multiple illnesses, including a debilitating case of Crohn's disease that left him severely debilitated. He chronicled his recovery journey in his book, The Maker's Diet, and ultimately healed himself through dietary changes and lifestyle modifications. This experience fueled his passion for natural health. Before co-founding Ancient Nutrition, Rubin had already found success as the founder of Garden of Life, a leading dietary supplement company. He also founded Beyond Organic and is a leader in the regenerative agriculture movement, operating his own Regenerative Organic Certified farms. Rubin continues his legacy at Ancient Nutrition as its Founder and Chairman.
Dr. Josh Axe: A Passion for Natural Medicine
Dr. Josh Axe, a certified doctor of natural medicine, chiropractor, and clinical nutritionist, brought his extensive medical and nutritional background to the company. A graduate of Johns Hopkins University, Dr. Axe is also a best-selling author and the founder of the popular natural health website DrAxe.com. His website features content on nutrition, natural medicine, and fitness, reaching millions of visitors monthly. Dr. Axe's focus on cellular medicine and his holistic approach complemented Rubin's experience, providing the scientific foundation for Ancient Nutrition's product development. He remains involved with the company as its Founder and Chief Visionary Officer.
The Founding Story and Early Growth
Ancient Nutrition was launched in 2016, with a flagship product that grew directly from Rubin’s personal experience. After a sports injury in 2016, Rubin sought a powerful superfood for recovery and developed the concept of a bone broth protein powder. This product, inspired by ancient dietary practices, quickly became a market success. The company saw rapid growth, fueled by the founders' existing reputations and the burgeoning interest in functional foods and supplements.
Ancient Nutrition secured significant financial backing in its early years. In March 2018, the company raised a substantial $103 million minority investment from over 100 influential investors in the wellness and food industries. Led by private equity firms like VMG Partners, Hillhouse Capital, and ICONIQ Capital, this funding round propelled the brand's growth and market penetration.
A Commitment to Regenerative Agriculture
Beyond just selling supplements, Ancient Nutrition embedded a core commitment to regenerative agriculture into its business model. This commitment is formalized through their R.A.N.C.H. Project, an acronym for Regenerative Agriculture, Nutrition, Climate Health. Key aspects of this initiative include:
- Operating over 4,000 acres of Regenerative Organic Certified® farmland in Tennessee and Missouri.
- Dedicating 1% of the company's annual revenue to the R.A.N.C.H. project.
- Practicing low-till farming, cover crops, and crop rotation to actively reverse climate change by sequestering carbon.
- Partnering with organizations like the Rodale Institute to advance regenerative farming techniques.
Comparison of Ancient Nutrition's Founder-Led vs. Corporate-Owned Eras
| Feature | Founding Era (Pre-2025) | Corporate-Owned Era (Post-2025) |
|---|---|---|
| Primary Leadership | Co-Founders Jordan Rubin and Dr. Josh Axe | Wellful, Inc., a portfolio company of Kainos Capital |
| Company Control | Founders and early investors (e.g., VMG Partners) | Wellful, Inc., following its acquisition of the brand |
| Brand Portfolio | Ancient Nutrition operated as a standalone entity, though founders had other ventures | Integrated into Wellful's larger portfolio of wellness brands (including Nugenix, Nutrisystem) |
| Mission & Focus | Focused on creating whole-food supplements based on ancient wisdom; heavily associated with founders' public personas | Continued focus on the brand's core values but with enhanced omnichannel presence and resources from Wellful |
| Operational Strategy | Entrepreneurial and growth-focused, raising significant outside investment | Leverages the scale and resources of a large, diversified wellness platform |
The 2025 Acquisition by Wellful
In a significant development that reshaped the company's future, Wellful, Inc., an omnichannel health and wellness platform and a Kainos Capital portfolio company, acquired Ancient Nutrition in January 2025. This strategic move expanded Wellful's already robust portfolio of wellness brands, which includes Nutrisystem and Nugenix. The acquisition was made from the previous investors, including VMG Partners and Hillhouse Investment. While the financial terms were not disclosed, the deal marked a new chapter for the brand. According to Wellful, the acquisition was anticipated to strengthen its market presence in the vitamin, mineral, and supplement (VMS) categories and expand its reach into the natural retail channel. Colt Morton, Ancient Nutrition's CEO, remained in his role following the transition.
Conclusion: The Legacy and Future of Ancient Nutrition
From its start in 2016, the story of who is behind Ancient Nutrition has evolved significantly. It began as a passion project for co-founders Jordan Rubin and Dr. Josh Axe, driven by a deep conviction in the power of natural, ancient superfoods and regenerative farming practices. Their vision guided the brand through years of substantial growth and innovation. While the company's ownership has transitioned to Wellful, Inc., in 2025, the brand's core mission and commitment to regenerative agriculture appear to remain intact. With the resources of a larger platform, Ancient Nutrition is positioned to continue its growth while adhering to the values established by its founders. For more information on the company's initiatives, you can visit Ancient Nutrition's website.
A Quick Look at Ancient Nutrition's Product Range
Ancient Nutrition offers a diverse line of products, including:
- Bone Broth Proteins: Powdered versions of traditional bone broth.
- Collagen Supplements: A variety of collagen powders and products.
- Probiotics: Formulations to support gut health.
- Essential Oils: Oils for various wellness applications.
- Herbal and Superfood Blends: Products leveraging traditional herbal wisdom.
- Vitamins and Minerals: Other essential supplements.
A Chronological Summary
- 2016: Ancient Nutrition is co-founded by Jordan Rubin and Dr. Josh Axe.
- 2018: The company secures a $103 million minority investment led by VMG Partners.
- 2019: Greg Shearson is named CEO, with Rubin and Axe remaining in leadership roles.
- 2022: Ancient Nutrition enters a multi-year partnership with the Rodale Institute.
- 2025: Wellful, Inc. acquires Ancient Nutrition, with Colt Morton as CEO.
