The vitamin and supplement market has exploded in popularity and consumers are overwhelmed with all the claims they are bombarded with online, instore and on TV. The good news—people are more interested in their health and wellness now more than ever. However, they are growing more confused and even skeptical about product choices and who they should trust.

At the epicenter of this explosion is Thorne, a science-backed health and wellness provider, trusted and used by over five million consumers, 50,000 healthcare professionals, and 1000 sports teams. We checked in with CEO Colin Watts to see how the company is doing, since being acquired by top consumer growth private equity group L Catterton, who brought Colin in to reboot Thorne into a billion-dollar company.

Listen in to this transformation-in-progress episode of The Reboot Chronicles Show, with a CEO back-stage pass, with insights on how to build trusted brands, increase quality while scaling, improving customer loyalty, why the health and wellness sector is growing and where we are headed next.