Wellness creator and entrepreneur Melissa Wood-Tepperberg visits Harvard Business School, sharing … [+]
Melissa Wood-Tepperberg’s journey from wellness creator to thriving entrepreneur has 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 case study at Harvard, reflecting a growing trend among top business schools to incorporate the fast-growing creator economy. A $250 billion industry— in their syllabi.
As creators continue to influence various 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.
Drive with authenticity
In 2015, armed with just 10,000 Instagram followers and a $24 tripod, Wood-Tepperberg began sharing her signature yoga and Pilates flows on Instagram, which she called the Melissa Wood Method. As her social media brand grew, she offered wellness tips, food tips and postnatal insights, establishing herself as a multifaceted health expert.
True to her brand, Wood-Tepperberg shares personal pieces 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 want it all.”
Her approach clearly works: every 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 workout in a hotel room using water bottles as weights, Wood-Tepperberg’s authentic connection with her audience has helped her build a loyal community 1.2 million followers.
“I got into this space to help people discover their power 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 (ah, the impending ban on 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 workouts and guided meditations.
Aware of the dangers of relying on a rental platform, Wood-Tepperberg made a bold move: She switched from hosting her workouts on a popular fitness app to building her own platform, MelissaWoodHealth.com.
“I sent out a message to my subscribers saying, ‘If you want to keep working out 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 secured her business from the uncertainty of platform dependency.
Melissa Wood-Tepperberg takes one of her own classes at melissawoodhealth.com.
Her advice to other creators? “While building your social media presence, you should also build your newsletter subscriber base. A lot of people overlook this, but if something were to happen, you’d have an instant 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 losing an audience if a platform goes down.
For Wood-Tepperberg, the commitment to owning her audience has paid off: with an impressive open rate of over 80%, her email list is integral to growing her business.
Diversify your income streams
Affiliate marketing is another cornerstone of Wood-Tepperberg’s revenue strategy.
As she scaled her company, she recognized an opportunity to incorporate product offerings that aligned with her wellness philosophy. This provided real value to her audience while also allowing her to diversify her income.
“Partner marketing gave 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 collaborations, Wood-Tepperberg has attracted the attention of brands such as Act + Acre, Dream Recovery and, most recently, Cotton. These partnerships have broadened her revenue base while maintaining the trust and loyalty of her fans.
Listen to your Community
A decade later, Wood-Tepperberg has built a global wellness empire, with her community at the center of everything she does.
She regularly engages with her audience using polls and surveys in Instagram Stories — whether she’s choosing time for an impromptu live workout or gathering feedback on new ideas. From her wellness app to her podcast, Move with your heart, Feedback from her followers has guided every step of her journey.
Her success proves that truly listening to your community is the secret to building a lasting brand that stands the test of time.
Final Thoughts
Melissa Wood-Tepperberg’s transformation from wellness creator to entrepreneur provides a powerful blueprint for today’s creators: how to transition 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 exemplifies how creators can leverage their unique voices to build successful and sustainable businesses as the creator economy grows. The message is clear for those looking to follow in her footsteps: stay aligned with your vision, listen to your community, and success will follow.
