Bioptimizers creates premium, research-backed nutritional supplements designed to optimize digestion, brain function, and overall physical health for peak performance.
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See all ads on AdLibrary →BiOptimizers is a Vancouver-based supplement brand founded by Wade Lightheart and Matt Gallant, built entirely through direct response marketing — podcast sponsorships, VSL funnels, and a robust affiliate program. Magnesium Breakthrough is their flagship product and one of the most-advertised supplements in the podcast ecosystem.
BiOptimizers is a direct response marketing case study. Their VSL funnels run to 45–90 minutes and convert cold traffic to high-AOV bundles through educational content that builds category authority before introducing the product. Podcast host-read ads on shows like Ben Greenfield Fitness and Tim Ferriss established Magnesium Breakthrough in the biohacker market. Browse BiOptimizers' current ad creative on AdLibrary to study their Meta ad extension of their funnel system.
BiOptimizers uses Facebook as a top-of-funnel entry point into their VSL ecosystem — ads rarely close on Facebook itself; they drive to landing pages with long-form video content. Retargeting layers are sophisticated, with different VSL versions for cold, warm, and hot audiences. Instagram is used for educational carousels and testimonial content from athletes and biohackers.
Core themes: magnesium deficiency as a hidden root cause of poor sleep and recovery, enzyme optimization for gut health, and performance at any age. Founders Wade and Matt frequently appear in ads, lending personal credibility. Copy is heavily educational — they sell understanding before selling product, a hallmark of the VSL model.
BiOptimizers proves that brand-free direct response can scale a supplement company to eight figures without a single retail placement or celebrity endorsement. Their VSL funnel model prioritizes customer education over flash, generating informed buyers with high LTV. For supplement marketers, their podcast-to-VSL-to-bundle flow is the most studied example of content-led DTC conversion in the category.
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