About Tricia Nichols
I’ve spent my career thinking about why people choose the brands they choose.
For more than two decades, I’ve worked at the intersection of brands, behavior, and culture, helping companies understand not just what consumers buy, but what makes them care.
My career has included leadership roles with PepsiCo, Gap, Estée Lauder, Under Armour, and Independent Pet Partners. Today, as founder of Wellbent Co, I work as a fractional CMO, Brand Bonding strategist, and advisor to wellness-forward brands and businesses looking to strengthen the relationships they build with consumers.
I’m also a global speaker and former adjunct professor, and was named to The Lead/FORBES Defiant 25 and Brand Innovators’ Women to Watch.
Across all of those roles, one question has remained remarkably consistent:
How can brands create relationships with people that actually mean something?
The Currencies of Wellness grew out of that question. But it also grew out of something much more personal.
The Unexpected Path to This Book
My professional path took me from advertising agencies to leading marketing for global brands, and I’ve always been fascinated by what shapes how people feel and behave. That fascination deepened as I began to specialize in wellness initiatives and brands.
Then wellness became personal. Learning that I had a genetic condition caused me to rethink how I was living and make changes to my everyday habits.
I began paying much closer attention to the ordinary choices and experiences that affected how I felt. And once I started looking, wellness seemed to be hiding everywhere.
It became increasingly difficult to reconcile that with an industry that so often presented wellness as something we needed to buy, optimize, schedule, or become better at doing.
What if we defined wellness a bit differently?
Why The Currencies of Wellness
I wrote this book to explore a more human, attainable, and sometimes surprising definition of wellness, and the role brands could play in helping us experience more of it.
Brands can support our well-being in ways that go far beyond selling products traditionally labeled “wellness.”
About Wellbent
There’s a reason I called the company Wellbent.
It came from being hellbent on wellness, although my own definition of wellness turned out to be considerably broader than I initially imagined.
Wellbent Co Brand Advisory works with companies to build stronger consumer relationships, uncover opportunities for differentiation and growth, and build brands for what’s next. My work includes fractional and interim CMO leadership, strategic advisory, and focused consulting engagements.
Wellbent Books is the publishing imprint of Wellbent Co and the publisher of The Currencies of Wellness.
Both are rooted in the same belief: brands can play a more meaningful role in people’s lives.
Continue the Conversation
Discover the unexpected ways everyday life can help us feel good, and the ideas brands can use to help make it happen.