Morning,
Welcome to EPISODE 100 (!) of GOOD THINKING. When I started this letter, I thought it might only last a few weeks, and here we are. It’s truly one of the best things about my week. Has introduced me to so many wonderful people. And honestly has just been one of the best decisions I’ve ever made.
To celebrate, Kirsten decided to interview me for a special edition of the pod. As you might have gathered, I don’t LOVE talking about myself, so take this as the rare occasion that it is to hear the rather funny origin story, everything the letter has taught me, and a lot more.
And to say thank you, and because one of the best parts about this letter is the sheer variety of people who read it (you all work in so many interesting categories and businesses!) we’re going to give away 100 year-long subscriptions. The only thing I ask is: tell us what category you’re in and something fun that makes you ‘different.’ Big or small. I’ll close out the offer next week, so get in there. And share it with anyone you think would like a free sub!
If you only read one thing in this letter I recco: WELLNESS is pretty stacked this week. Or, MAHA SPIN.
As always, the lens of this letter is a best-of-the-best on culture, trends, marketing, etc. What I’m dropping to friends on Slack or finding useful in meetings with brands.
Let’s dive in!
CULTURE
MOMS MOBILIZE // Much like they’ve tackled drunk driving and guns, the moms are mobilizing against ICE. Via the group chat. Carmen Graham did tell you that’s where we get all the knowledge we want and need.
WEISS VOICES // Bari Weiss announced a lineup of new contributors that includes Andrew Huberman, Peter Attia (questionable based on today’s news), Casey Lewis, Puck’s Lauren Sherman, Caroline Chambers, Clare de Boer, and many former Free Press contributors. 1) CBS clearly has its eye on filling the Bon Appétit hole. 2) If you think niche or fringe topics don’t interest the masses, think again. There’s not really a fringe anymore. And if there is, it doesn’t stay there long. We’re more interested in hearing from the margins because we collectively understand that the trajectory from fringe to mainstream is 6 months to 2 weeks. There’s no long curve. And there’s certainly no ‘not in Middle America yet’ period. CBS is pulling voices that can translate trends.
F&B
MAHA SPIN // Spindrift is now officially non-UFP certified. What are UFPs? Ultra-processed foods. Derek Flanzraich and I had very similar predictions about where F&B is going this year. He said, “Diet culture will die.” His thinking: we’ll be more interested in our food’s effects on our biology than just weight loss. And I called it BIOLOGICAL DINING. This isn’t just more protein or more fiber. It’s also processed foods, microplastics, nutrient density, etc. We’re looking at our foods at a granular level. Running DIY blood toxin panels to see issues. And using Claude Code to build Apple Watch apps—in an afternoon—to track what we’re consuming.
DRUGS & BOOZE
THE BUZZ // Did you know that the inventor of BuzzBalls was a public high-school teacher who was going through a divorce? She panic-productivity-ed herself with a multiple-million-dollar business. The brand has become one of the most successful products within the RTD space. I’ve witnessed first-hand how (alarmingly) popular these are with kids. But they’ve also become the pre-game drink of choice with an older 20-30 crowd. Alcohol isn’t dead. It’s just changed formats.
NEW NORMAL // Heaps Normal, a NA beer brand, is opening a new ‘health club’ in Sydney, according to For Starters. It will have a giant bar, shop, dance hall, venue, R&D brewery, with “potentially a sauna and bathhouse in the works”. There’s a lot to look at here. 1) Heaps Normal’s content is fun, and they are clever about who they’re partnering with. 2) They are very clear that their audience isn’t just ‘sober folx,’ something so many still miss. 3) The sauna/ice bath/non-alc connection is very strong. As we replace traditional means of ‘feeling uplifted’, we’re looking for more everyday ways to feel intensity. There’s more opportunity outside of contrast therapy, but expect a massive boom in bathhouses this year.
SILVERS, ALPHAS & ZS
WHAT’S IN THE MINI FRIDGE? // According to NY Mag, there’s “rampant” use of black-market peptides among prep school students. And storing them in mini-fridges. “Chinese peptides” have been all over the news. And bodybuilders using GLP-1s (which are also peptides) off-label are making news when some of them are developing pancreatitis. Given how effective they are, and the many other uses of peptides beyond weight loss (skin health, joint health, the list is long), expect either more regulations—unlikely with this administration—or a swarm of trusted-and-tested providers to emerge. When I spoke to Jenny Evans about peptides, she emphasized that those that come with various fillers and additives are doing more damage than good. And the purity conversation will get louder.
FASHION & RETAIL
DISGUSTING PRICES // Shoppers have finally had enough of luxury bag price hikes. While inflation hasn’t been kind, it’s a few percentage points. In comparison, luxury bags have increased by about 30% across the board. An insider told me that this has done wonders for the jewelry businesses, where shoppers feel like their investments might have more lasting value. Chanel’s Frédéric Grangié has admitted that “customers are tired of being bludgeoned by luxury.” Ooof.
TECH
MY MOLTBOT CALLED // Over the weekend, the tech world became obsessed with a new AI assistant, Clawdbot. Swiftly after its rise to fame, Claude called and made them change their name to Moltbot (still a terrible name). Regardless, people are both delighted and terrified of what it can do. One person reported that when his Moltbot couldn’t get a reservation on OpenTable, it called the restaurant. Claiming that “this is AGI” is far-fetched, but when AIs can do what we loathe most, like picking up the phone, pay attention. Claire Vo came out with a much more sobering ‘How I AI’ piece on the dangers, pitfalls, and major safety concerns. For now, Moltbot is a pain to set up, but once they cross that hurdle, expect the rise of ‘walk-ins-only’ restaurants and handwritten notes for business development to surge.
SPORT
KARDASHIAN KURSE // The issues with predictive markets and sports betting are known and well-documented. Putting that aside for a sec, this spot for Fanatics is hysterical. It plays on Kendall Kardashian’s ‘curse’ that has had many claiming for years that whoever she dates loses. It’s an unexpected face in this category. It’s funny. And it has a solid call to action. Whatever you think about sports betting, this is solid.
WELLNESS & BEAUTY
TCM BOOM // We mentioned this on a recent podcast, but TCM (traditional Chinese medicine) was going to be one of the hot health topics of 2026. Emily Sundberg wrote about it this week. Dr. Felice Chan’s post on the 10 basics is doing serious numbers. We got into why on the pod recently, so unpack it there.
PARTY ZONES // Blue Zones researcher Dan Buettner says that “partying” might be one of the keys to longevity. Unlike other party spots, blue zones are focused on connection, movement, and not over-indulgence. All to say that the “wellness anarchist” isn’t new. We touched on this in the wellness pod, too. Having fun is a growing wellness topic.
CUT UP // Two mentions of Kardashians in one letter is too many, but here we are. Kylie Jenner faces some backlash for talking about Korean ‘cutting jellies.’ To be clear, these jelly packs aren’t new; they are just new here. And the reason is our good, old friend GLP-1. Cutting jellies are essentially Metamucil in a different format. And Metamucil is fiber. And fiber is big right now because GLP-1s slow gut motility (e.g., makes you constipated). Which is what also contributed to that pancreatitis citation mentioned in ALPHAS & ZS. And why BIOLOGICAL DINING is going to boom.
AGING IS BEING REVERSED? // The first clinical trial for curing glaucoma is kicking off. What’s interesting is that the trial is based on a growing hypothesis that “aging isn’t damage, it’s a loss of information.” The study is hoping to fix glaucoma by ‘resetting’ certain genes in your body. Much of the hype and excitement about peptides is because peptides remind parts of your body to function better again. And it’s also why you’ll hear more about the mitochondria this year. Crazy stuff.
NO JOY FOR VOY // Hormone-supplementing company, Voy, made people on the Tube pretty unhappy this week. Their new ads, which feature lines like “It’s not him, it’s his hormones,” have rubbed people the wrong way. Women have been fighting the “hormones are controlling” stereotype for decades, so no one is interested in extending it any further. But if we zoom out past the tone-deaf copy, it is pretty remarkable that we’re seeing TRT ads in the Tube. At least that taboo is falling away.
JHANA JHOURNEY // According to Google Trends, searches for Jhana meditation are up 140%. The reason might be a new meditation retreat, Jhourney. The retreats promise to “train peak states like peak fitness.” Silicon Valley loves nothing more than optimizing woo-woo. Jhana meditation focuses on “extraordinarily pleasurable and non-addictive altered states you can learn to enter on demand with meditation practice.” Jasmine Bina has told us we’re all looking for meaning and potency. This is yet another example.
CELEBRITY SPORT SUPPORT // A few GOOD SIGNS back, we told you that there is a growing trend of doctors as ‘celebrities. ’ Well, Figs is giving us another example. They are sponsoring Lindsey Vonn’s medical team for the Winter Olympics.
UNHINGED HEALTH // Did you know Mucinex has a mascot called Mr Mucus? One of my new favorite topics is the changing face of healthcare. This is yet another, very odd, example. Wisely, Mr Mucus has his own social account.
TRAVEL
CHIEF RELAXATION OFFICER // The Cayman Islands is hiring a CRO—Chief Relaxation Officer. The job description involves 8 hours of sleep per night, coconut ceviche tastings, cocktail sipping, and enjoying “a tech-free sunset on Seven Mile Beach.” It’s basically a 2-week role. But I’m open to fractional work.
FUN FOR THE WEEK
This is funny, Coors Light.
Why do I love this so much?
I normally hate fake AI-generated collabs, but I’d buy this Nespresso x Hay situation.
Learn Bad Bunny 101 on Duolingo. Clever.
Brand giveaways used to be popular. Not so much now. But don’t hate this iteration.
Someone sponsor this series.
Is this the death of On’s cool factor? On x Erewhon shoes. Yikes.
Did you know there’s an Airbnb for boats? Might have to try.
And here’s the pod! Enjoy!
That’s all, folx.
-Chris
If you read this and liked it, that little heart is there for that. The algo and I appreciate it.
