Founder | Rookie Wellness, SLC
BusinessQ believes Roxanne Wise deserves the Rookie of the Year award. Rookie Wellness came to life after Roxanne wanted to get back in shape after having her second child and working full time. She found herself saying, “This should be easier for somebody who is already active and trying.” So she took matters into her own hands and did just that. With its nutritional supplements, Rookie Wellness knows that the only way to grow is to embrace that beginner mindset, and to not let inexperience stop you from being brave.
SHOULDERING THE LOAD
“I’m a wife, a mom of three boys, and have lots of my siblings close. I love being a boy mom and make lots of time to support my kids in all of their hobbies.
“At work, every day looks different for me, and there are constant roadblocks. From cash flow, to growth opportunities, to decisions on timing. Always check in with yourself and ask the important questions. ‘What is my why? Am I maintaining the integrity of the business and my reason for starting it? What am I supposed to learn from this?’”
A STEP AT A TIME
“I was really fortunate to have had an amazing career in both advertising and e-commerce before starting Rookie. My friendships and relationships I built along the way all felt like they led me to this point in building this brand and business.”
BRAINSTORM
“I wanted supplements to feel more accessible and easier to understand. I wanted solutions, not ingredients, and an easy-to-maintain routine that bridged the gap of adaptogens and supplements in an easy-to-use way, from packaging, to ingredients, to the names etc.
“The more I talked with friends, the more I realized I wasn’t the only one who felt that way. Supplements are intimidating and usually sold with a side of six pack abs. I didn’t relate. I wanted to be included in the health club. So I started one. I created Rookie because I wanted people like me to know they belonged. I wanted to make elite products accessible in price point and in marketing.”
GIVE HER A HAND
“I’m so proud of our greens formula. I knew I wanted it to not only taste the best, but offer the most premium ingredients and actually offer the benefit we were selling. We revised and reviewed for 17 months until we launched the product summer of 2023.
“My favorite product is our Wake product. It was one of our first formulas we worked on and launched. It is so great for natural energy without the crash or jitters, but I mostly love the mental clarity that I feel with it! I call it my natural ADD medication.”