Sage Zaree on Building Online Communities Around Wellness Brands

In an era where wellness has evolved from a trend to a lifestyle necessity, building authentic communities has become crucial for wellness brands seeking to make a lasting impact. We spoke with Sage Zaree, a community building strategist who has helped numerous wellness brands create thriving online spaces where members don’t just consume content, they transform their lives together. In this conversation, Sage shares insights on fostering genuine connections, navigating the unique challenges of wellness marketing and creating communities that truly serve their members’ holistic wellbeing.

Building Supportive Communities

Sage, wellness is such a personal journey for people. How do you approach building online communities that honor that individual experience while creating collective support?

That’s exactly the challenge and the opportunity. Wellness is deeply personal. What works for one person might not work for another and everyone’s starting point is different. The key is creating inclusive containers where diversity of experience is not just welcomed but celebrated.

I work with wellness brands to establish community guidelines that emphasize sharing personal experiences rather than giving prescriptive advice. Members are encouraged to say “this worked for me” instead of “you should do this.” We create different spaces within the community for different needs: some people want accountability, others want emotional support and some are looking for practical tips.

The magic happens when community members start seeing the patterns in their collective journey while respecting the uniqueness of individual paths. A meditation community I helped build has members from complete beginners to advanced practitioners and they’ve naturally created mentorship relationships that honor both experience levels.

Authenticity vs Marketing

Many wellness brands struggle with authenticity versus marketing. How do you help brands build communities that genuinely serve members rather than just selling products?

This is where many wellness brands get it wrong from the start. They approach community building as an extended marketing funnel rather than a service to their audience. The most successful wellness communities I’ve worked with operate on “value first principle.”

Before we even think about monetization, we ask: “What transformation do we want to facilitate for our members?” Not what products we want to sell, but what genuine change we want to support in people’s lives. A nutrition brand I worked with shifted from promoting their supplements to creating a community focused on intuitive eating and body acceptance. Their product sales actually increased because members trusted them as genuine advocates for wellness, not just profit.

We also implement strict content ratios, typically 80% pure value content and community interaction to 20% brand related content. And that 20% should still be educational or inspiring, never purely promotional. When brands serve their community authentically, the commercial success follows naturally.

Storytelling in Health & Wellness

What role does storytelling play in wellness community building and how do you encourage authentic sharing?

Storytelling is absolutely central to wellness communities because transformation stories give people hope and practical roadmaps. But we have to be careful about how we facilitate this sharing.

I’ve found that the most powerful stories aren’t the dramatic before and after transformations; they’re the messy, honest accounts of daily struggles and small victories. We create specific spaces and prompts that encourage this kind of sharing. Instead of asking “What’s your success story?” we might ask “What’s one small thing you did for your wellness this week and how did it feel?”

We also rotate storytelling opportunities so it’s not always the same voices being heard. Everyone has something valuable to share, whether they’ve been on their wellness journey for two weeks or two decades. I’ve seen community members connect more deeply over shared struggles with sleep issues than over dramatic weight loss stories.

The key is creating psychological safety. People share authentically when they trust they won’t be judged, compared or have their experiences minimized. This takes time and consistent modeling from community leaders.

Maintaining Engagement

How do you handle the challenge of maintaining engagement in wellness communities when people’s motivation naturally fluctuates?

Motivation is cyclical in wellness and the best communities are designed with this reality in mind. Instead of trying to maintain constant high energy, we create rhythms that match natural human patterns.

We implement phases in our communities which are periods of higher activity and challenge, followed by periods of reflection and gentler engagement. A mindfulness community I worked with follows lunar cycles, with more intensive practices during new moons and gentler reflection during full moons.

We also make space for the “messy middle” of wellness journeys. Members going through difficult periods aren’t made to feel like they’re failing the community, they’re embraced and supported. Some of our most engaged long-term members are people who’ve gone through rough patches and been held by the community during those times.

The key is having multiple ways to engage. Not everyone needs to post daily or participate in every challenge. Some people engage by reading and supporting others, some by sharing resources, and others by asking questions. When we honor different participation styles, people stay connected even when their energy is low.

Community Metrics

What metrics do you use to measure the success of a wellness community beyond traditional engagement numbers?

Traditional metrics like posts and comments don’t tell us if we’re actually supporting people’s wellbeing. I track “transformation indicators” qualitative measures that show real impact.

We look at the depth of conversations, not just the frequency. Are people sharing vulnerably? Are they supporting each other meaningfully? We track member retention over longer periods six months to a year, because sustainable wellness takes time.

We also measure “ripple effects,” members implementing what they learn with their families, friends or in other areas of their lives. A stress management community celebrated when members started teaching breathing techniques to their children or bringing mindfulness practices to their workplaces.

Most importantly, we regularly survey members about their overall wellbeing and their sense of belonging in the community. The goal isn’t just engagement, it’s genuine improvement in people’s lives and their sense of connection and support.

Future of Wellness Communities

Looking ahead, how do you see wellness communities evolving, especially with increasing awareness around mental health and holistic wellbeing?

We’re moving toward more integrated, intersectional approaches to wellness communities. People are recognizing that mental health, physical health, social connection and even financial wellness are all interconnected.

I’m seeing successful communities that address multiple dimensions of wellbeing rather than focusing on just fitness or just nutrition. They’re creating spaces where someone can get support for anxiety while also finding healthy recipes and connecting with others who share their values.

There’s also a growing emphasis on accessibility and inclusivity. The future of wellness communities lies in serving people across different economic backgrounds, physical abilities and life circumstances. This means offering sliding scale memberships, accommodating different communication styles and ensuring that wellness advice is practical for real people’s real lives.

Finally, I think we’ll see more integration with local, offline communities. The most powerful wellness communities I’m working with now are bridging online connection with local meetups, supporting members in building wellness practices in their actual daily environments.

Take Away

What advice would you give to wellness brands just starting to think about community building?

Start with deep listening, not speaking. Before you build anything, spend time understanding your audience’s real challenges, not just what you think they need. Join existing communities, conduct interviews, observe the conversations already happening.

Then start small and authentic. You don’t need a thousand members to have a powerful community. Some of the most transformative wellness communities I’ve seen started with 20 – 30 deeply committed members who really believed in the mission.

Focus on serving, not selling. If your primary goal is community monetization, people will sense that immediately and won’t engage authentically. But if your primary goal is genuinely supporting people’s wellbeing, you’ll build something valuable that can sustainably support your business.

And finally, be patient. Wellness transformation takes time and so does community building. The brands that succeed are those willing to invest in relationships and trust the process, even when the immediate ROI isn’t obvious. The wellness space needs more brands that prioritize genuine service over quick profits.

Disclaimer

The views and opinions expressed in this article are those of Sage Zaree and do not necessarily reflect the official policy or position of Open Medscience. The content provided is for informational purposes only and is not intended as medical, psychological, or professional advice. Readers should consult a qualified healthcare or mental health professional before making any decisions related to wellness, health practices, or community engagement.

Open Medscience makes no representations or warranties regarding the accuracy, applicability, or completeness of any information contained herein. Any examples or case studies mentioned are for illustrative purposes only and should not be considered endorsements or guarantees of outcome.

While this article discusses strategies for building wellness communities, it is not intended to replace expert consultation or tailored guidance. Participation in online communities should be approached thoughtfully and with personal discretion.

Open Medscience is not liable for any direct, indirect, incidental, or consequential loss or damage arising out of or in connection with the use or reliance on the information presented in this article.