⭐️⭐️⭐️⭐️⭐️ Over £3m generated on social
Feeling frustrated that social sales aren't looking healthy?
We help wellness brands grow by building social media strategies rooted in credibility, consistency, and real human decision-making.
Answer 15 questions, specifically designed to pinpoint where social is breaking down, and you'll receive feedback tailored to your specific needs.
Only takes 5 minutes
Personalised recommendations instantly
It's completely free
⭐️⭐️⭐️⭐️⭐️ Over £3m generated on social
Feeling frustrated that social sales aren't looking healthy?
We help wellness brands grow by building social media strategies rooted in credibility, consistency and real, human decision-making.
Only takes 5 minutes
Instant recommendations
It's completely free
Wellness is a priority for your audience, but the trust gap keeps growing
Wellness audiences don’t buy on impulse. They research, compare, hesitate, and look for reassurance. Often quietly.
Social media plays a huge role in shaping that trust, but for many wellness brands, it feels hard to manage. Advice is conflicting, platforms reward bold claims, competitors shout louder, and suddenly there’s pressure to say more, post more, and push harder, even when it doesn’t feel right.
Over time, this creates a familiar tension:
😬 Engagement rises, but confidence in what’s driving revenue doesn’t
😬 Messaging feels reactive instead of intentional
😬 Social media starts to feel performative rather than persuasive
When trust is the deciding factor, uncertainty becomes expensive.
People don't just buy wellness products. They buy belief.
That belief is shaped over time through consistent messaging, a tone that feels credible, not exaggerated, and through brands that show up calmly, clearly, and repeatedly.
Social media works in wellness when it supports this process...when it reinforces values, educates without overwhelming, and builds familiarity long before a purchase is made.
When done properly, social becomes a trust-building system, not a sales channel pretending to be one.
So, how do the best wellness brands get the most out of social media?
Our approach is shaped by how wellness audiences think, feel, and decide, and by the responsibility that comes with marketing in this space.
Hi, I'm Chris...
...co-founder of Capuchin Digital.
I've been generating amazing results for businesses on social for over 10 years now, and I would love to help your wellness brand do the same!
I previously led organic socialat Holland & Barrett through a period of exceptional growth, and was creative lead on a number of international campaigns.
With that blueprint, my team and I are now helping health and wellness brands leverage the power of social media to fill their booking calendar.
What I won't do;
❌ Chase vanity metrics and virality
❌ Only focus on 'trending' TikTok content because "that's what everyone else does
❌ Sacrifice brand look and feel for throwaway content
What I will do;
✅ Get to know your brand & customer inside out
✅ Shape my strategies around your business goals and customer's decision journey
✅ Create content that resonates with your audience, and builds trust
Want to hear how we can help your brand? Click below.
Real experience inside high-expectation wellness brands.
Our team brings experience from working within and alongside wellness and health-focused organisations where credibility, care, and responsibility are non-negotiable.
That experience shapes how we think about tone, messaging, and long-term trust, and why we don’t believe wellness marketing should feel loud, rushed, or performative.
If you’re looking for an experienced, creative, technically brilliant social specialist then Chris is your person!
He made an immediate impact upon joining my team at Holland & Barrett, saving the business thousands in agency fee with his in-depth knowledge of live streams and AI driven chat bots.
He was jointly responsible for the most viral content seen on brand channels to date and approached any and all challenges with positivity and enthusiasm.
I would highly recommend working with Chris if you’re looking to supercharge your social presence - you’ll be in safe and capable hands.
But even before strategy, comes clarity
Get a clear snapshot of where your social is helping, and where it’s leaking value.
If you're frustrated with your current social media performance, we can start by identifying where your social media is helping, where it’s leaking value, and what’s actually standing in the way of revenue.
Our Social Media Revenue Score gives you a clear, honest snapshot of:
💡 How well your social presence supports revenue today
💡 Where clarity is missing
💡 What to focus on next to create momentum
Answer 15 questions, and we’ll send you a personalised report with practical insight you can use immediately.
Takes 5 minutes
Instant recommendations
It's free
Specifically designed for travel brands that want outcomes, not vanity metrics.
This clarity check will measure & improve 3 critical areas:
Strategic
Clarity
Most wellness brands post without a clear connection to the customer journey, leading to activity without impact.
Content Driving Demand
Not all engagement is equal. We'll highlight whether your content builds trust, desire & intent, or just fills a feed.
Commercial Performance
We assess whether the metrics you’re tracking actually inform business decisions, or simply create noise.
Already know you want to talk? Book a short discovery call with Chris
Can it work for my brand?
Will this actually work for my wellness brand?
If your customers need to trust you before they buy, this approach is designed for that reality.
Wellness brands succeed when social media supports belief, credibility, and consistency over time. Our approach is built around those principles, not short-term persuasion tactics.
How do you balance growth with responsibility in wellness marketing?
By starting with intent. We prioritise clarity, accuracy, and tone, ensuring growth never comes at the expense of trust. Social media should support wellbeing, not undermine it.
Wellness decisions take time. Can social media really influence them?
Yes, but not in obvious ways. Social media influences wellness decisions by reinforcing beliefs, normalising choices and reducing hesitation.
When aligned properly, it becomes part of the decision-making environment, not a direct sales tool.
How do you measure success if conversions aren’t immediate?
We focus on signals that indicate trust and intent rather than last-click attribution alone. That gives wellness brands clarity without forcing unrealistic expectations on social media.
Do you work with in-house teams or existing agencies?
Yes, and often.
We’re comfortable collaborating with internal teams or existing partners where it makes sense. Our role is to bring strategic clarity and leadership, not disrupt for the sake of it.
Many clients value having an external partner who can step back, see the bigger picture, and help align social media with commercial goals.
What’s the best way to get started?
Clarity first.
The Social Media Revenue Score gives you an honest snapshot of where your social media is helping, where it’s holding you back, and what to prioritise next, before committing to anything.
If you still have questions, that’s usually a sign clarity would help.
Leading with purpose
Purpose is at the heart of what we do. That's why 5% of our revenue is donated to charity, so our partners not only invest in great social, but also great causes. Here are the causes that are close to our heart.
3% of revenue pledged to Muscular Dystrophy UK
The son of our co-founder, Chris, was diagnosed with Duchenne Muscular Dystrophy in September 2025, a rare muscle-wasting disease. Currently, there is no cure, but by funding critical research via charities like MDUK, we can support families in similar situations.
2% of revenue pledged to Rainforest Trust UK
We care greatly about the world we live in, and preserving the rich biodiversity across the globe. Our name is inspired by the Capuchin monkey, for its creativity, intelligence and innovation. Aligned with this, we pledge 2% of our revenue to help fight deforestation and preserve its habitat.
Charity Partners
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