The Formation of Adaptive Health

Our unique history tells the story of an organization that has evolved to meet the ever changing need of consumer health trends by merging traditional research, science, and natural health with today's emerging technologies. Adaptive Health has become a leading consumer health platform by offering robust, easy to understand health solutions in an era of changing consumer demand. Adaptive Health, formerly known as Direct Digital, has a storied tradition of scientific excellence and customer satisfaction that dates back more than 30 years beginning with the birth of its Healthy Directions division.

  • January 1991

  • 1991

    Phillips Publishing Introduces First Alternative Health Newsletters

    Our business originated in the newsletter division of Phillips Publishing International more than two decades ago with the launch of our flagship healthy newsletter, Dr. Julian Whitaker’s Health & Healing, followed quickly by Dr. David Williams’ Alternatives for the Health Conscious Individual.

  • 1993

    Supplement Company Founded; First Doctor-Developed Formula Launches

    When our eager newsletter readers began calling to find out where they could buy the nutritional products recommended by our doctors, we helped point them to the safest, most reliable sources we could find. And then we had to hire more and more people to answer the phones because the calls kept coming. Letters poured in. Readers were desperate for guidance and help. Can I take this with that? How much is too much? How can I be sure my supplements are safe?

    And that’s when the light dawned. People needed a safe, secure source of doctor-developed supplements they could rely on to improve their health.

  • 1999

    Our Family of Doctors Grows...and Goes Online

    Between 1995 and 1999, new doctors continued to join the Phillips family, including integrative cardiologist Dr. Stephen Sinatra.

  • 2004

    Healthy Directions Is Born

    In 2004, the Phillips business was officially renamed Healthy Directions. soon became a destination site for provocative, doctor-developed health content on a wide variety of health conditions and a trusted source of high-quality nutritional supplements.

  • 2012

    World-Class Medical Experts Flock to Healthy Directions

    A deep commitment to quality and innovation makes Healthy Directions the top choice for some of America’s most recognized doctors. In 2012, we introduced pain expert Dr. Joseph Pergolizzi (named one of 2012’s Most Compassionate Doctors) and his clinically studied OxyRub Pain Relief Cream. We partnered with Johns Hopkins skincare researcher Dr. Aaron Tabor to pioneer a line of “safe beauty” skincare products free from harmful chemicals. And we discovered one of the world’s leading researchers on sleep-inducing melatonin—Harvard doctor and MIT researcher Richard Wurtman—and brought his revolutionary dual-delivery Sleep Answer to thousands of formerly sleep-deprived Americans.

  • 2012

    Healthy Directions Wins the Coveted Nutrition Business Journal’s Management Achievement Award for Excellence…

    And joins the industry-leading Council for Responsible Nutrition, whose Code of Ethics holds member companies to the highest standards for quality and integrity.

  • July 2009

  • July, 2009

    Start of Direct Digital LLC

    In early 2009, co-founders Brandon Adcock, Paul Reichelt, and John Kim meet at an industry conference and become fast friends. Already seasoned entrepreneurs, the three founders recognize an opportunity in the confluence of falling advertising rates in the looming recession and the growing online demand for quality nutritional supplements. They move quickly to seize the opportunity and form Direct Digital.

  • October, 2009

    Launch of Instaflex Joint Support

    After extensive research and preparation, Direct Digital launches it's first flagship product, Instaflex Joint Support. Instaflex’s innovative formula and Direct Digital’s analytics-based advertising approach prove to be a strong combination. Sales exceed all expectations and national retailers approach the company to carry the Instaflex product line.

  • April, 2010

    Instaflex Launches into GNC Stores

    Instaflex reaches many milestones and becomes the #1 selling joint health supplement across GNC stores nationwide. Direct Digital decides to expand the brand internationally.

  • April 2010

  • January, 2013

    Proud Sponsor of the Arthritis Foundation

    Direct Digital partners with the Arthritis Foundation to donate a portion of all sales of Instaflex to the non-profit organization. Today Instaflex serves as a Proud Sponsor of the Arthritis Foundation, having donated over $200K to help further its research and causes.

  • July, 2012

    Direct Digital launches Nugenix

    Direct Digital launches its flagship testosterone support supplement Nugenix Free Testosterone Booster. Sales again exceed all expectations and Nugenix grows into the #1 selling product in GNC stores nationwide.

  • May, 2013

    Dr. Katz joins team as Chief Medical Advisor

    In keeping with its commitment to science and innovation, Direct Digital invites Dr. David L. Katz to join its team as Chief Medical Advisor. Dr. Katz brings with him 20 years of experience as a physician and researcher. As founder and director of the Yale University Prevention Research Center, David L. Katz MD, MPH, FACPM, FACP is an internationally renowned authority on nutrition, weight control, and health challenge prevention.

  • March, 2014

    Nugenix Named GNC Product Innovation of the Year

    Nugenix® Free Testosterone Booster was selected as a recipient of GNC’s Vendor Awards and named ‘Best Product Innovation’ of 2013.

  • May, 2016

    Nugenix Inks Deal with MLB Hall of Famer Frank Thomas

    Nugenix®, GNC's #1 selling male vitality brand, has teamed up with legendary Major League Baseball player Frank Thomas to promote the brand.

  • September, 2017

    Direct Digital introduces Peptiva Probiotics

    Under the guidance of Dr. Katz, Direct Digital releases Peptiva Probiotics to high industry praise and quickly gains share in the burgeoning probiotics segment.

  • December 2017

  • December, 2017

    Acquisition of Healthy Directions

    2017 proved to be a pivotal year for Direct Digital. Having proven its model as a leading brand incubator and market maker in the nutritional supplement industry, Direct Digital embarks on its most ambitious plan to date with the acquisition of Healthy Directions from Helen of Troy Ltd (HELE). With the deal, Healthy Directions brings an exceptional team led by President Ben Teicher and a vast product line with a proven track record over the company's 25-year history. In addition, Healthy Directions' extensive board of doctors and medical advisors provides further support to Direct Digital's commitment to science and innovation.

  • June, 2018

    Adaptive Health is Born

    With the acquisition and merging of the two companies, Direct Digital rebrands, forming a new identity to reflect the full breadth of reach across the nutritional health & beauty industry. On June 1st, 2018 the company proudly reveals its new corporate identity: Adaptive Health.

  • November, 2018

    Biovation Labs is Acquired

    Adaptive Health further expands with the acquisition of Biovation Labs, a nutritional supplement manufacturing, distribution, and fulfillment operation based in Salt Lake City, Utah. Adaptive Health’s relationship with Biovation Labs started in 2009 with the launch of Instaflex. Since then, Biovation Labs has grown to handle almost all of Adaptive Health’s product manufacturing, distribution, and fulfillment needs and will transition into the management of Healthy Directions’ product lines as well. The acquisition allows greater benefits for both the business and customers, including reduced manufacturing times; the ability to perform in-house laboratory testing; and faster, more efficient deliveries.

  • May, 2019

    LifeBiome™ is Launched

    Healthy Directions introduces LifeBiome™ - a new line of innovative digestive health supplements formulated by Dr. Drew Sinatra, N.D.

  • September, 2019

    Adaptive Health

    Adaptive Health is the #2 fastest growing middle-market company in Charlotte, NC.

  • Today

    Adaptive Health Expands

    Adaptive Health continues to grow with its full-time staff of over 250 employees across four offices, a vast product line of 200 SKUs, dozens of retail partners, and international reach.