Brand Study › Supplement ad machines › IM8
IM8
Premium all-in-one daily nutrition powder (Daily Ultimate Essentials) sold mostly on quarterly or monthly subscription to adults 30-60, co-founded by David Beckham.
Live Meta ads today
~2,700own page 2,700 · US, Sep 30Hero product: Daily Ultimate Essentials Pro7,10,11,12
FormatDrink powder, 90 ingredients 'across 9 organ systems'; Forever Jar or single-serve sachets; 4 flavour options (Acai + Mixed Berries, Lemon + Orange, Mango + Passion Fruit, Variety Pack). NSF Certified for Sport.
One-time$112 (US)
Subscription$89 billed every 4 weeks (monthly, 'save 20%'); $235 billed every 12 weeks for a 120-day supply ('pay for 90 days', 30 extra servings free, about $78 a month).
Other offersQuarterly: free Welcome Kit ($80 value: 5 bonus sachets, Luxe mixer, signature bottle) + free '90-Day IM8 Transformation Program' (valued at $180, quarterly masterclasses). Monthly: Welcome Kit $62 value. Homepage CTA: 'GET MY FREE MONTH + FREE WELCOME KIT'. Beckham Stack: $261 one-time / $208 monthly / $548 quarterly. Longevity: $149 / $119 / $312. Free shipping UK, US, CA and EU.
GuaranteeTiered: 90-day money-back on the quarterly plan, 30-day money-back on the monthly plan. 'Cancel or pause anytime.'
FoundedLaunched December 2024 by Prenetics (NASDAQ: PRE) with David Beckham as co-founding partner. First $1M revenue month: January 2025.3
ProductsDaily Ultimate Essentials Pro (flagship, 90 ingredients), Daily Ultimate Longevity (launched October 2025), The Beckham Stack (both together). Planned: Hydration (Q4 2026), gummies (Q1 2027), creatine (Q2 2027).1,7,11
Team sizeAbout 70 people ('AI-native organization'). Every employee has Claude / Claude Code; new hires must pass an AI competency challenge.3,7
MarketsShips to 46 countries; about 54% of revenue comes from outside the US (August 2026).6
Marketing finance$1B non-dilutive growth financing from General Catalyst's Customer Value Fund (closed July 14, 2026). It can fund up to 70% of IM8's marketing spend; GC gets a capped share of income from the cohorts it funds.5,6
Buyers69% aged 30-60; gender split 51/49 (vs Gruns about 77% female), per the Q2 2026 investor deck.7
Their system how they get and keep customers
Ads1,3,6,15,17,18
Meta-first performance machine. About 80% of paid spend is on Meta, with 2,000+ live ad creatives, most made with generative AI, and hundreds of new variations tested each week.
- 2,000+ active ad creatives in Meta Ads Manager on April 1, 2026, up from about 100 a year earlier (20x). AI production cut creative cost by about 80% year over year.
- CEO (March 2026): about 2,200 Meta ads live at any time. Third-party snapshot on Sep 19, 2026: 1,859 active US ads; of 74 sampled, 46% video and 31 carried Meta's paid-partnership label (New York Post, The Dodo, Dr. James DiNicolantonio).
- Paid spend split on March 31, 2026: about 80% Meta, 15% Google. In 2026 they are adding YouTube, TikTok and AppLovin.
- Angles run as separate segments (per a June 2026 Substack teardown): GLP-1 users (6 g fibre), energy/fatigue, digestion, athletic performance, longevity, ADHD. Live hooks seen: 'Your Probiotic Is Bouncing Off', 'Stop Planning Outfits Around Bloating'.
- One AI-made video with ambassador Aryna Sabalenka got 233M+ Instagram views. Their 2025 US Open Times Square billboard was '95% AI and 5% real footage' (agency: Paracosm).
- Acquisition marketing spend nearly doubled from $18.3M (Q1 2026) to $35.7M (Q2 2026) while blended CAC stayed flat (about $305 to about $301).
Landing pages & funnel1,3,10,11,15,16
About 50 persona landing pages, now assembled by AI for each visitor. Most ad traffic ends on the Essentials Pro product page, which pushes the quarterly 'free month' offer first.
- CEO (March 2026): roughly 50 landing pages tailored to different consumer personas.
- 20-F (April 2026): each landing page experience is dynamically assembled with AI to match messaging, social proof and product recommendation to the visitor's profile.
- Top ad destinations on Sep 19, 2026: /products/essentials-pro (31 of 74 ads), /pages/8-reasons-competitive-athletes-are-switching-to-im8 (8), /products/essentials (7), /pages/gut-health-1 (6).
- When we opened both /pages/ URLs on 2026-09-30 (without ad parameters), each redirected to /products/essentials-pro.
- Product page order: price options (quarterly first), 'Get My Free Month' button, 4.8 stars from 22,104 reviews, '470k+ customer purchases', 12-week trial results (95% felt more energy, etc.), ambassador quotes, FAQ.
- Homepage hero rotates the newest ambassador (Lily Collins on 2026-09-30: 'I was a customer of IM8 for months before I became a partner').
Offer & subscription1,3,4,6,7,11,12
Three price levels, and the quarterly plan gets the biggest push: $112 one-time, $89 monthly, $235 for 120 days. By July 2026 quarterly plans were more than half of revenue.
- Quarterly plan launched in the US in December 2025 and worldwide in Q1 2026. It reached 54.8% of July 2026 revenue.
- About 40% of new customers now choose quarterly, with an average first order of about $321. New-customer AOV went from about $110 (FY2025) to about $240 (Q1 2026).
- Gifts depend on the plan: bigger Welcome Kit ($80 vs $62) and a $180 'Transformation Program' only on quarterly.
- Guarantee also depends on the plan: 90 days on quarterly, 30 days on monthly.
- Amazon price is set higher on purpose to push buyers to the own site (98% of sales on own site in March 2026).
- New-customer subscription rate: about 80% in FY2025, about 76% in Q2 2026.
Creators & ambassadors3,4,6,7,9,13,14
Big-name ambassadors get equity ('co-owners, not endorsers'). Below them is a 10% affiliate program and a free-product UGC creator program.
- Roster: David Beckham (co-founder), Aryna Sabalenka, Ollie Bearman (F1), Giannis Antetokounmpo, Jay Shetty, Inter Miami CF (group NIL rights including Lionel Messi) and Lily Collins (August 2026, first film/TV ambassador, chosen to reach women).
- Beckham's royalty dropped from 5.0% to 3.5% of revenue once IM8 passed $100M cumulative revenue (Q2 2026). All ambassador contracts together cost about 4% of revenue (9% a year earlier).
- Affiliate 'Ambassador Program' runs on Social Snowball: 10% commission on every new order, 10% off code for the audience, tiers at 1 / 20 / 75 / 300 orders, monthly payout (min $100).
- UGC Creator program: free products and merch; creator makes 2 videos within 14 days of receiving the product and grants IM8 media usage rights; strong creators may be moved to affiliate.
- The 20-F says paid ads are supported by 'affiliate marketing through micro-influencer networks'.
Channels3,5,6,7,8,21
Almost 100% online and direct: about 95% through their own store, small Amazon and TikTok Shop sales. Offline means events and sponsorships; the GC money can also pay for connected TV.
- About 95% of revenue runs through their own store and about 5% via Amazon (August 2026). TikTok Shop is also used (investor deck footnote).
- 46 countries. In 2026 they are localizing sites and running native-language ads in Japan, Germany, France, Spain, Hong Kong and Australia.
- 100+ offline brand events worldwide; community events in Miami, New York and London.
- The General Catalyst money can fund offline and connected-TV media, athlete partnerships, brand activations, content production and retention marketing.
- They optimize structured data and content for AI search engines ('AI in Search and Discovery').
- Not yet in US retail stores or China (August 2026).
Retention1,3,6,7,11,21
They manage the business month-cohort by month-cohort. Quarterly plans, segmented email and subscriber masterclasses keep people, and third-party card data shows the best 20-month retention in the category.
- About 140,000 active subscriptions and about 87% of revenue is recurring (July 2026). About half of subscribers had stayed at least 3 months (Q2 2026 call).
- Segmented email campaigns aimed at active, at-risk and churned subscribers.
- Indagari US card panel: 14.2% of customers still buying at month 20, vs Thorne 11.4%, AG1 10.8%, Gruns 2.4%.
- Target stated in March 2026: 12-month retention of 25-30%, vs 'in the teens' for the category.
- New products (Hydration, gummies, creatine) are sold first to the existing subscriber base whose acquisition cost is already paid.
- Quarterly subscribers get masterclasses from the scientific advisors (90-Day Transformation Program).
All the numbers as reported by each source, with its date — ad counts from Motion are an older snapshot than the live count above
| What | Number | Date |
|---|---|---|
| IM8 revenue | $60.1M (FY2025)2 | 2026-02 |
| IM8 revenue | $45.0M in Q2 2026 (+33% vs Q1, about 4.6x vs a year earlier)6 | 2026-08 |
| Monthly revenue | $20.9M in July 2026 (about $251M annualized run-rate)6 | 2026-08 |
| FY2026 IM8 revenue guidance | $215-222M (raised step by step: $180-200M in Feb, $190-210M in May, $210-220M in Jul)2,4,5,6 | 2026-08 |
| FY2027 IM8 revenue target | $400M or more6 | 2026-08 |
| Acquisition marketing spend | $18.3M (Q1 2026) to $35.7M (Q2 2026)6 | 2026-08 |
| CAC | About $301 (Q2 2026), about $239 (July 2026); CEO said $220-230 in March 20261,6 | 2026-08 |
| Gross profit per $1 of acquisition spend | $1.44 at GC underwriting (July), $1.52 one month later5,6 | 2026-08 |
| Active subscriptions | About 140,000 (end of July 2026); about 87% of revenue recurring6 | 2026-08 |
| Quarterly plan share | 54.8% of July 2026 revenue; about 40% of new customers6,7 | 2026-08 |
| 20-month retention (card panel) | 14.2% (AG1 10.8%, Thorne 11.4%, Gruns 2.4%)6 | 2026-08 |
| Active Meta ad creatives | 2,000+ (April 1, 2026), up from about 100 a year earlier3 | 2026-04 |
| Paid media split | About 80% Meta, 15% Google3 | 2026-03 |
| Own-site share of sales | 98% (March 2026); about 95% (August 2026)1,6 | 2026-08 |
| Gross margin (IM8) | About 65% (Q2 2026)6 | 2026-08 |
| Beckham royalty | 3.5% of revenue after $100M cumulative (5.0% before)7 | 2026-08 |
What makes them different
01
Ambassadors are paid in equity and act as co-owners (Beckham, Sabalenka, Giannis, Bearman, Shetty, Inter Miami, Lily Collins), so partner cost stays about 4% of revenue.
02
AI creative factory: 2,000+ live Meta ads, about 80% lower creative cost, and landing pages assembled by AI for each visitor.
03
Quarterly-first offer ('pay for 90 days, get 120', bigger kit, longer guarantee) that more than doubled first-order value.
04
Marketing is financed by General Catalyst against their cohort data (up to 70% of spend), so growth does not burn their own cash.
What we could add copy the structure, never their assets or claims
For MIRANEST
- Add a quarterly 'pay for 90 days, get 120 days' jelly-stick plan and show it first on the product page. Give the 90-day money-back guarantee to that plan (keep a shorter one on monthly), like IM8.
- Build separate persona landing pages for our main angles (Alopecia X / Pomeranian owner, itchy French Bulldog owner, senior dog owner) and send each ad set to its own page. Start with 5-10 pages, not 50.
- Make the welcome gift bigger on the quarterly plan than on monthly (for example extra sticks plus a branded treat bowl), so the plan choice has a clear reason.
- Add a tiered affiliate program for US dog creators (commission on new orders + a code for their followers, levels by number of orders), plus a free-product UGC track: 2 videos within 14 days with usage rights.
- Add a '90-day coat program' for quarterly buyers: emails and photo check-ins at day 30 / 60 / 90. This also grows our before/after library.
- If we list on Amazon, keep the Amazon price higher than miranest.com to push buyers to the subscription site.
For BI-SU
- IM8 picked Lily Collins because she was a paying customer first and reaches women. BI-SU could add one long-term partner who already buys BI-SU, on a multi-year deal instead of one-off posts.
- Add a quarterly ritual box (90-day supply) with a better welcome kit (glass, tray, card) and the longer guarantee only on that box.
- Build persona pages for BI-SU angles (Rarest, Japan / absorption, Premium) and send each ad set to its own page.
- Publish a UGC creator page on bisu-us.com: free product for 2 videos within 14 days, with usage rights, and a path to affiliate for the best creators.
- Offer subscriber-only expert sessions (dermatologist or nutritionist Q&A) as a retention perk, like IM8's masterclasses.
Watch out
- Their clinical trial is small (60 adults, 12 weeks) and the results are self-reported ('felt more energy'). A dietitian review (July 2026) says the trials are not published in a peer-reviewed journal. We should not copy 'X% felt' claims without our own study.3,20
- Critics point to proprietary blends and very high doses (for example B12 at 8000% of the DRI).20
- Trustpilot 4.5 from 1,987 reviews, 8% one-star. Complaint themes: taste, gritty texture, refund refused on a second quarterly shipment, 'bait and switch' on the subscription.19
- A plan-based guarantee (30 days on monthly vs 90 on quarterly) and auto-renew terms must be very clear at checkout; AG1 was sued in 2026 over unclear auto-renewal.12
- The 20-F notes the FTC Health Products Compliance Guidance covers endorsements, testimonials and influencer marketing.3
- Very high marketing intensity: selling and marketing expected at 45-50% of revenue in 2026, supported by outside financing.3
Where to look
Website ↗Meta Ad Library — IM8 Health page (live ads) ↗Hero product page ↗Investor relations ↗SEC filings (20-F, 6-K, shareholder letters) ↗Affiliate program ↗UGC creator program ↗Trustpilot ↗
Open questions not verified yet — for the deep research
- What the ~50 persona landing pages actually say. The /pages/ URLs from ads redirected to the product page when we opened them; they may only work with ad-click parameters.
- Which tool or vendor assembles landing pages per visitor with AI (not named in filings).
- Meta ad counts differ by source and date: about 2,200 (CEO, Mar 2026), 2,000+ (20-F, Apr 2026), about 1,500 (Substack, Jun 2026), 1,859 US (Wilow, Sep 2026). Definitions are not the same.
- Daily ad spend of $150k-200k on Meta + Google comes only from a Substack teardown, not from company filings.
- The brief said 2026 guidance $210-220M: that was the July 14 figure. On Aug 18 it was raised again to $215-222M for IM8 ($220-230M total).
- Actual 12-month retention achieved vs the 25-30% target is not disclosed.
- Welcome Kit value differs on the site: homepage says $97 (with storage boxes), product pages say $80 (quarterly) / $62 (monthly).
- No lawsuit, NAD or FTC action against IM8 was found in our search; needs a proper legal-database check.
- How much spend now goes to TikTok, YouTube, AppLovin and connected TV, and how they perform.
- Source of the 69% aged 30-60 / 51-49 gender figures in the deck (appears to be Indagari card data).
Sources · 21
- Prenetics Global Conference: CEO Pivots to IM8, Targets $200M 2026 Sales and $40M Buyback (Yahoo Finance) · 2026-03-24
- Prenetics Reports Record Q4 and FY 2025 Results; IM8 Achieves $120M ARR in 12 Months (GlobeNewswire) · 2026-02-18
- Prenetics Global Ltd - Annual Report Form 20-F for FY2025 (SEC) · 2026-04-30
- Prenetics Announces Preliminary Record Q1 2026 Results; Raises FY2026 IM8 Guidance to $190M-$210M (SEC 6-K Ex. 99.1) · 2026-05-14
- Prenetics' IM8 Secures $1 Billion Growth Financing from General Catalyst's Customer Value Fund (GlobeNewswire release, via Manila Times) · 2026-07-14
- Prenetics Shareholder Letter - Q2 2026 (SEC 6-K Ex. 99.2) · 2026-08-18
- IM8 Q2 2026 Investor Deck (SEC 6-K exhibit) · 2026-08-18
- Prenetics' IM8 Reports Q2 2026 Revenue Growth of 288% YoY; Raises FY 2026 Guidance (GlobeNewswire release, via Manila Times) · 2026-08-18
- Prenetics' IM8 Announces Lily Collins as IM8 Global Ambassador and Shareholder in Multi-Year Partnership (GlobeNewswire release, via Manila Times) · 2026-08-20
- IM8 homepage (read by us) · 2026-09-30
- IM8 Daily Ultimate Essentials Pro product page (read by us) · 2026-09-30
- IM8 The Beckham Stack Pro product page (read by us) · 2026-09-30
- IM8 Ambassador (affiliate) Program page (read by us) · 2026-09-30
- IM8 UGC Creator page (read by us) · 2026-09-30
- IM8 Ads: Every Live Meta Ad from IM8 (Wilow, third-party Meta Ad Library snapshot) · 2026-09-19
- Our redirect check: /pages/8-reasons-competitive-athletes-are-switching-to-im8 and /pages/gut-health-1 both land on /products/essentials-pro · 2026-09-30
- The supplement brand that grows faster than anyone else (TNGE Substack, teardown - weaker source) · 2026-06-02
- Beckham's IM8 AI Ad Promotes 'The Best' (MediaPost) · 2025-09-04
- IM8 reviews (Trustpilot) · 2026-09-30
- IM8 Review: Grift it like Beckham? (Abby Langer, RD) · 2026-07-17
- Prenetics Global Q2 Earnings Call Highlights (Yahoo Finance) · 2026-08-18
Profile researched 2026-09-30 from the brand’s own site and product pages, company filings and press releases, founder/CMO interviews, vendor case studies and trade press — every point links to its source; agency/blog teardowns are marked as weaker; anything unconfirmed is under Open questions. Live ad count: Meta Ad Library, United States, active ads on the brand’s own page(s), counted 2026-09-30. Phone captures: iPhone-size browser, 2026-09-30. Notes: fuma-hk/research/brand-study/im8.json