Lock In: How Persona Helped Santa Cruz Medicinals Build a Brand

In the crowded health and wellness supplement space, Santa Cruz Medicinals has carved out a unique niche. But it’s not just the quality of their electrolytes or their cutting-edge formulations that have propelled them forward—it's the persona behind the brand. Brendan Ruh, the brand's founder, has taken an unconventional (and, let’s be honest, controversial) route to success.

The Chad Outside McDonald's

Brendan isn’t your typical supplement company CEO. Instead of selling his products with polished, corporate ads, he has embraced a more grassroots—and slightly antagonistic—approach.

Videos of Brendan standing outside McDonald's, Crumbl Cookie, and even Walmart have gone viral, where he discourages people from buying junk food. Sometimes he’s even offering money, while delivering hard-to-hear truths about the food industry. Critics have called his methods “judgmental” or “intense,” but his die-hard followers see him as the health-and-wellness version of a modern-day vigilante.

By leaning into his “Chad” persona—part bro-scientist, part motivational coach—Brendan has become a meme-worthy figure who resonates with young men looking to “lock in” on their goals. His call to action: ditch the junk, focus on quality nutrition, and prioritize longevity.

The Power of a Founder Story

What makes Brendan’s approach stand out is his ability to make Santa Cruz Medicinals synonymous with his personal brand. He’s not just the guy selling supplements; he’s the guy living the lifestyle. From his viral stunts to his raw, unfiltered social media content, Brendan has created a story that people want to buy into.

Other supplement brands should take note: the modern consumer doesn’t just buy products—they buy people and stories. A founder who embodies the ethos of their brand builds authenticity and trust, two key ingredients in today’s competitive market.

Engaging Social Content

Santa Cruz Medicinals has leveraged social media to perfection. Brendan’s posts are equal parts entertaining and educational. He doesn’t just tell you why you should buy his products; he shows you how they fit into his life. Whether it’s a gym video where he talks about the benefits of his products post-workout or a clip of him calling out the sugar content in popular snacks, his content feels real and relatable.

Takeaway for competitors: Focus on creating content that sparks conversation and showcases how your products solve real problems. It’s not about being perfect—it’s about being authentic.

Building a Community

Beyond the stunts and the supplements, Santa Cruz Medicinals has fostered a tight-knit community of like-minded individuals. Through online forums, meet-ups, and social media challenges, Brendan has given his followers a sense of belonging. This community isn’t just about buying products; it’s about embracing a lifestyle.

The lesson here? A strong community will carry your brand further than any single campaign ever could. Find your niche, speak directly to them, and give them a reason to rally around your brand.

Final Thoughts

Santa Cruz Medicinals’ rise isn’t about selling supplements—it’s about selling a vision of a healthier, better you. Brendan has shown that even in a saturated market, a bold founder story, engaging content, and a dedicated community can make all the difference.

For other brands: take a page out of Brendan’s book (maybe skip the McDonald’s parking lot stunts unless you’re feeling brave). Be bold, be real, and give people something to believe in.

What do you think about Santa Cruz Medicinals’ approach? Share your thoughts in the comments or send me a message. Let’s discuss how bold founder strategies are shaping the future of branding.

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