A Chat with Maddy Slade and Fadi Shuman, Co-Founders at Wellness Company: HIRO

Tell us about HIRO?

We founded HIRO during lockdown with a clear mission: to create the products we couldn’t find on shelves or online. The world of wellness felt overwhelming—confusing labels, unclear benefits, and no way to know what truly worked. We wanted to simplify it all by creating products that are not only effective but also beautiful, approachable, and transparent.

At HIRO, our core belief is that products should work. That’s why we focus on bioavailability—ensuring that when you consume our products, your body actually absorbs and benefits from the potent, premium ingredients we use. We also made it a priority to craft flavours that taste amazing, so incorporating HIRO into daily life is something you’ll look forward to. It’s this balance of efficacy and enjoyment that drives everything we do.

Why is your company unique?

What makes HIRO unique is our mission to create health and wellness products that truly connect with people from all walks of life. We believe wellness shouldn’t feel exclusive or intimidating—it’s for everyone, not just fitness enthusiasts or health experts. Whether you’re a PT, a weekend partier, an artist, or someone simply balancing a busy work life, our products are designed with you in mind.

At HIRO, we focus on creating products that are as functional as they are approachable. They work, they look great on the shelf, and they fit seamlessly into everyday life. It’s about making wellness accessible, relatable, and enjoyable for people who live life to the fullest—people like you and me.

What is your advice for aspiring entrepreneurs?

My advice to aspiring entrepreneurs starts with this: begin as early as you can. Starting a business when you have fewer responsibilities allows you to dedicate the time, energy, and focus it takes to succeed. Building a company requires immense effort, and being able to work tirelessly—whether it’s 24/7 or simply giving it your all—can make a huge difference in the early stages.

Second, follow your strengths and interests. Choose something you’re genuinely good at and care about, because when you’re passionate, it doesn’t feel like work. Over time, that passion drives your perseverance and, eventually, your success. If making money is your goal, it will naturally follow when you pour energy into something you believe in and excel at.

Lastly, be patient. Building a business is a marathon, not a sprint. It takes years of hard work, time, and commitment before you start seeing significant results. Focus on creating a truly great product (or products)—something that solves a real problem or delivers exceptional value. With a solid product as your foundation, everything else will fall into place.

What most excited you about HIRO?

What excites us most about HIRO is the incredible momentum we’re building. The recent rebrand has unlocked new opportunities, from expanding into retail to exploring international markets—both of which are helping us grow in exciting ways.

We’re also gearing up for some bold new initiatives next year, including creative marketing campaigns and customer engagement strategies that will keep HIRO top of mind. These projects are all about deepening connections with our community and making a lasting impact.

On top of that, we have some fantastic new products in the pipeline. While they align with our current category, they introduce fresh formats that we know our customers will love. It’s shaping up to be a big year for HIRO, and we can’t wait to share what’s coming next!

How has HIRO evolved over the last couple of years?

Over the last couple of years, HIRO has evolved significantly. We’ve achieved product-market fit, meaning we’ve fine-tuned our products, honed our messaging, and built an economic model that works for us. Initially, our range was broader, including capsules and nootropics, but we’ve since focused on the products our customers love most—our electrolyte tablets and greens powders. This shift has allowed us to streamline and double down on what works, ensuring we’re offering real value to our audience.

When we launched, the world looked very different, and so did we. We’ve adapted to changes in the market and the economy, which has required us to focus on becoming a leaner, more efficient business. This has involved refining our operations, aligning our team, and focusing on the key metrics that drive our growth.

Now, we feel we’re entering an exciting next phase. The lessons from the last few years have positioned us for scale, and we’re ready to build on this strong foundation for even greater success ahead.

What can we hope to see from HIRO in the future?

The future of HIRO is all about growth and innovation. You can expect to see us expanding into new markets, both in retail and internationally, as we continue to bring our products to a wider audience. We’re also working on launching exciting new formats that complement our existing range—products that stay true to our mission of being effective, approachable, and enjoyable.

On top of that, we’ve got bold plans for customer engagement, with fresh marketing concepts and initiatives that will deepen connections with our community. We’re not just creating products; we’re building a brand that resonates with people in their everyday lives.

Ultimately, HIRO’s future is focused on scaling while staying true to our core values. It’s about reaching more people, offering even greater value, and continuing to innovate in ways that surprise and delight our customers. There’s a lot to look forward to!