The record
IM8, the health and longevity brand co-founded with David Beckham and wholly owned by Prenetics (NASDAQ: PRE), became the fastest-growing supplements brand in history — on track to surpass $200M in revenue in just its second year. In a category defined by skepticism and saturation, that pace is almost unheard of.
The interesting question is not that IM8 grew fast. It is how — and what is replicable.
Why supplements are brutally hard
Health is a low-trust, high-skepticism category. Buyers have been disappointed before. Claims are constrained by regulation. Competition is enormous and undifferentiated. Winning requires earning belief at scale — which means producing a constant stream of credible, varied creative that speaks to different motivations, objections, and moments.
The engine: credibility plus volume
IM8 paired two things most brands never combine well: genuine credibility (a serious science-and-longevity positioning, a globally trusted co-founder) and a relentless creative testing machine producing thousands of ads a month. Credibility opened the door; creative volume found the messages that actually converted, segment by segment.
That volume was only possible because production was systematized — what became the CO8 approach — so a small team could generate, test, and refresh on-brand creative continuously without an agency bottleneck.
What made it compound
- Founder credibility as a repeatable creative asset, not a one-time PR moment.
- Angle breadth — energy, ritual, simplicity, science, trust — tested in parallel.
- On-brand consistency at volume, so scale strengthened recognition instead of diluting it.
- Refresh discipline — winners were renewed before they fatigued.
The transferable lesson
IM8's advantage was not a secret channel or an unlimited budget. It was the ability to produce enough high-quality, credible creative to feed an aggressive testing program in a hard category. That capability is exactly what CO8 now puts in any D2C brand's hands.