Hola amigos,

Como estais?

It is 6:12 AM. I am at the kitchen table with coffee, the house still asleep, a laptop open, and a tab of Claude running in the background.

In the next 40 minutes, before my kids wake up, I will have screened three organizations, identified the wellness gaps visible in their own reporting, and mapped where the budget actually sits.

I am not doing this exercise to pitch them.

I am a Chief Wellness Officer at the largest bank in the Middle East. I sit on the buying side of the table. This is the workflow I run to brief my board, evaluate the wellness market, and assess the hundreds of vendors who pitch me every year.

Which is exactly why I am sharing it.

Because if you reverse-engineer the pipeline a CWO uses to evaluate the market, it becomes the pipeline you would run to pitch a CWO.

A week ago, I told you I had found three corporate wellness opportunities before breakfast, and I promised to show you the pipeline.

This is that pipeline.

It is also the second issue of Wellness Intelligence — AI, a new monthly edition inside this publication.

One issue per month is dedicated to the AI workflows that let a solo wellness professional operate with the leverage of an agency.

The first three steps are free, below.

By the end of this brief, you will have:

• The 6-step pipeline I run every week as a CWO

• The exact document inputs and prompt architecture for the first 3 steps

• How buyers identify other buyers, the proposal structure that survives procurement, and the 3-email sequence that gets a CEO like me to reply

Why this matters now

I read every wellness proposal that lands in my inbox.

Most of them do not make it to the second paragraph.

The work is often excellent.

The proposal fails for three reasons that have nothing to do with the wellness protocol itself:

1. The professional pitched the wrong person inside the company.

2. The proposal was written in wellness language, not budget language.

3. The ROI section read like a vendor brochure, not a finance document.

Ten years ago the wellness buyer was HR and “employee engagement” was the vocabulary. The budget was small, and nobody on the finance side cared.

In 2026 the buyer is increasingly Risk, Facilities, Strategy, or Sustainability. The vocabulary is business continuity, ESG, capex, and workforce resilience. The budget is an order of magnitude larger.

And here is what almost no one in our industry has caught up to:

The intelligence you need to find those buyers is now publicly available. It just requires the right pipeline to surface it.

AI is that pipeline.

Step 1 — Feed the intelligence layer

When I evaluate a vendor, or when I assess a peer organisation’s wellness position, I start with their own documents.

I feed five of them into Claude:

• The latest annual report

• The ESG or sustainability report

• The most recent investor presentation

• Glassdoor reviews from the last 18 months

• The current GWI Economy Monitor and GWS 2026 Trends Report

The prompt is simple:

“You are an analyst preparing a wellness market-entry brief. Based on the documents provided, identify the top 5 wellness-relevant gaps that appear consistently across this company’s own reporting and its public employee feedback. For each gap, cite the exact source.”

In 8 minutes, I have a gap map that used to take a consultancy 2 weeks.

The company has told me what is wrong. The employees have confirmed it. The only thing missing is the translation, which happens in the next step.

Step 2 — Map gaps to funded trends

A gap without a funded trend behind it is a volunteer project.

I take the 5 gaps from Step 1 and cross-reference them against the 5 trends I wrote about in April—the ones the Global Wellness Summit named as the next wave of corporate budget movement:

• Readiness (business continuity)

• Festivalization of wellness (high-touch group experience)

• Microplastics as a human health issue

• Longevity residences (the built environment)

• Social media’s Big Tobacco moment

The prompt:

“For each of the 5 gaps identified, score its alignment against these 5 funded trends on a scale of 1-5. For any gap scoring 4 or above, draft a one-sentence thesis for why this company would fund an intervention in 2026.”

Anything scoring 3 or below is discarded. Budgets do not exist yet for those gaps.

What is left is a shortlist of 2–3 gaps where the company has a visible problem and the market has a funded solution category.

Step 3 — Translate into budget language

This stage is the step most wellness professionals never take, and it is the one that decides whether a proposal ever reaches my desk.

A gap described as “employees are burned out” is an HR complaint.

The same gap described as “workforce continuity risk resulting from sustained cognitive load, measurable against business continuity thresholds” is a line item on a risk register.

Same problem. Different buyer. 10x the budget.

I run a third prompt:

“For each shortlisted gap, rewrite it in three different vocabularies: (1) business continuity and risk management, (2) ESG and sustainability reporting, (3) capex vs opex classification. For each version, name the function inside a company that owns that budget.”

The output is a translation matrix.

Same wellness gap, expressed in three budget languages, each pointing at a different buyer.

At this point I have done in 40 minutes what a consultancy would deliver in a 3-week engagement and charge $40,000 for.

For paid subscribers, below is:

• Step 4 — How do buyers identify other buyers. The prompt I use to map any organisation’s wellness decision-makers across 6 functions.

• Step 5 — The procurement-ready proposal chain. The 4-prompt sequence that produces a 1-page executive summary, a 3-page proposal with KPIs tied to business outcomes, and a finance-ready ROI projection.

• Step 6 — the 3-email outreach sequence that gets me to reply. Discovery request, document-referenced follow-up, free assessment offer.

See you inside.

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Hola amigos,

Como estais?

Before I start, if you are reading this newsletter, please don’t share it. This newsletter is a special edition for those of you who commented on my story. Normally it sits behind the paywall.

I write this piece from the back seat of my Patrol, waiting for my daughter to finish her gymnastics class.

And while I sit here, an AI is reading the wellness economy for me.

Three years ago that sentence would have been impossible.

Research meant a desk, a library of PDFs, a highlighter, and four hours I did not have.

One person is competing against consultancies that have research teams.

The math did not work.

It works now.

By the end of this brief, you will have:

• The exact six-step research pipeline I run every week

• One corporate wellness opening fully unpacked (and two more teased)

If you are busy, save this and come back to it with coffee. It is worth it.

1. One Person. A Research Team.

Here is the problem every solo wellness professional has.

The organizations funding the biggest corporate wellness contracts are the ones with market intelligence on their side of the table.

They know which sectors are growing.

They know which budgets are moving.

They know which language gets proposals approved and which gets them filed.

The wellness professional pitching to those organizations almost never has that intelligence.

They have their experience, their passion, and whatever they remembered from the last podcast they listened to.

The math used to favor the side with the team.

It does not anymore.

Not if you know how to build the pipeline I am about to show you.

2. The Six-Step Pipeline

Six steps.

Two tools.

Fifteen minutes, from start to finish.

Step 1—Open a credible source article

Pick a report that cites its sources heavily.

For this walkthrough I use the McKinsey Health Institute.

Their work on workforce wellbeing, brain capital, and healthy longevity is public, free, and footnoted end-to-end.

Every claim has a primary source behind it.

Open the McKinsey Health Institute overview page.

That is your starting point

Step 2—Install NotebookLM Tools

Go to notebooklm.google.com.

Free.

Sign in.

Then install the NotebookLM Tools browser extension from the Chrome Web Store (by _trungpv, via NLMTools.com).

One click.

You do this once.

Runs forever.

Step 3—Build the notebook from the article and its sources

Open the extension on the McKinsey page.

Switch from Page to Links mode.

Click “Extract links from page.”

When I ran the test today, the extension pulled 38 linked sources in one click.

Every citation McKinsey makes across the page is captured.

Hit “Create new notebook.”

The notebook now holds 38 primary sources you did not sit down to assemble.

You did not read a single PDF.

Step 4—Ask NotebookLM for a grounded summary

Inside the notebook, type your question into the chat:

This is what used to be called a literature review.

It now takes ninety seconds.

Step 5—Export the summary as markdown

Once NotebookLM has produced the summary, click the export icon.

Select “Markdown.”

Download the file.

You now have a clean, structured synthesis of 38 primary sources in a format Claude can read instantly.

Step 6—Paste into Claude and ask the real question

NotebookLM is a reader.

It tells you what the sources say.

That is step one of intelligence.

Step two is pattern finding, which is what Claude is for.

Open a Claude chat.

Attach the markdown summary.

Then paste this prompt:

Claude returns three strategic angles.

Not summaries.

Opportunities are defined in the language that a corporate buyer funds.

Total time, start to finish: fifteen minutes.

One person.

From a cold article to three corporate-ready positions.

3. What the Pipeline Surfaced Today

I ran this pipeline on the McKinsey Health Institute stack before writing you this brief.

Claude returned three openings.

Every one of them sits in a budget line most wellness professionals never pitch to.

I am going to show you one in full.

I will unpack the other two in future issues.

Opportunity 1: Brain Capital as an AI-Transition Insurance Policy

The opportunity

Position cognitive health programs not as mental health benefits but as the underwriting mechanism for workforce AI-readiness—because the same cognitive capacities AI is exposing (judgment, attention, and adaptive thinking) are the ones brain health interventions protect.

The boardroom pitch

As we automate routine cognition, our residual workforce value concentrates in higher-order brain skills. We are currently underfunding the single asset class our AI strategy depends on. A brain capital program is a hedge against transition risk, not a wellness benefit.

The budget line

Risk — specifically, technology transition risk and workforce transformation reserves. Not HR. Not benefits.

The proof point

Brain health conditions account for 24% of the total global disease burden, yet only around 2% of global healthcare funding goes to mental health. That is a $200–350 billion annual funding gap sitting directly inside the capability the AI era rewards most.

Read the pitch again.

Nothing in it sounds like wellness.

It sounds like an actuarial note.

Which is exactly why it unlocks a budget that wellness never touches.

The other two openings are coming in future issues.

The same pipeline surfaced two more angles.

I will hold them for the next few weeks.

4. This Is What Wellness Intelligence Looks Like

What you just read is what Wellness Intelligence paid subscribers receive every week.

One run of the pipeline.

One set of opportunities.

One budget line most wellness professionals are not pitching to.

I unlocked this issue because the story that brought you here promised a working pipeline, and I wanted you to see the full thing, not a preview.

Subscribe now

Less than 1 AED a day.

The question is not whether the subscription is worth the price.

You just read what it looks like.

The question is whether you want to jump in or remain on the sidelines.

Either way, I appreciate you!

Gracias, amigos.

I want to be honest about what this newsletter is and what it is not.

You might wonder why I do this.

Let me tell you why I don’t.

I don’t do this for the money.

My day job is Chief Wellness Officer.

That is the job that pays for my life.

Wellness Intelligence is something else.

Every penny that comes through this newsletter goes back into the masterminds I attend, the AI tools I build on, and the research access I use to stay ahead of the market.

The subscription funds the next issue.

Literally.

This publication is not a money-maker.

It is a purpose-giver.

That is why I can afford to give you a newsletter like this one and mean it.

Subscribe now

Sources

• McKinsey Health Institute—workforce well-being, brain capital, and healthy longevity research (public, mckinsey.com/mhi/overview)

• NotebookLM (notebooklm.google.com, free)

• NotebookLM Tools Chrome extension (NLMTools.com, by _trungpv, free)

• Claude by Anthropic (claude.ai)

The boring stuff too.

It has cost me a significant amount of money, but the return has been life-changing.

Today I start passing that on.

Today you will learn:

• how to turn any Reddit thread into structured market research in under 40 minutes

• how to extract the exact market opportunities in the language companies already use

• how to turn what comes back into pitches that get companies to buy from you

  ---

1. The guessing problem

Most fitness professionals build content around what they think their audience needs.

Most build pitches around what they assume a company wants.

Most research competitors by scrolling their Instagram grid.

None of that makes you money or gets you new clients.

Because you are not speaking to their real problems and you are not speaking their language.

What speaks their language is the unfiltered, unperformed language people use when they think nobody in the industry is listening:

• The question posted at 11pm in a professional forum

• The HR director venting in a comment thread about why their last wellness initiative failed

• The personal trainer asking how to price a corporate contract without sounding like they’ve never done it before

That language already exists.

It’s sitting in public forums, professional communities, and niche subreddits, completely free and almost entirely ignored by wellness professionals who are busy posting their next motivational reel.

Here is how to find it — and what to do with it once you do.

2. The workflow

This is a system.

Eight steps.

Runs in under 40 minutes once you’ve done it twice.

Step 1 — Find the conversation

Go to Reddit or any public professional forum.

Search for a topic your audience is wrestling with right now.

Set the filter to show data from the past week.

Examples: 'corporate wellness budget cut', 'HR wellbeing program not working', 'burnout personal trainer corporate'.

Step 2 — Extract the raw data

This converts the entire thread — every comment, every reply, every timestamp — into structured metadata.

Step 2 — Open Claude. Paste the JSON

Use the prompt below to extract the pain points in plain language.

Step 4 — Generate your hooks

The same prompt produces five hook options based on what real people said.

Step 5 — Validate against your ICP

This step takes 90 seconds if you know your audience.

Step 6 — Build the content or pitch

Now you’re not creating from thin air. You’re responding to something that already exists in the market.

Step 7 — Cross-check with competitor research

Run through the same pain in search of what others in your space are publishing.

Step 8 — Archive the thread data

Save the JSON extract. It becomes a living research file — six months of this and you have a proprietary intelligence bank nobody else has built.

3. Why this matters for corporate specifically

The Reddit workflow works whether you are a physio trying to land your first corporate contract, a clinic owner looking for B2B revenue, or a burned-out coach who wants out of the 1:1 model.

The problem is the same.

You are making decisions based on what you think the market needs.

This workflow shows you what it actually needs, in the words of the people who control the budget.

That is the most valuable research a wellness professional trying to break into corporate could possibly access — and it is sitting there unread because most people in this space aren’t looking for it.

Below I am sharing the three prompts I run every time:

• pain extraction

• competitor gap analysis

• the CFO reframe

Then I will show you exactly how to turn what comes back into a corporate proposal—built from their exact language, their exact problems, impossible to ignore.

If you have read this far, this matters to you.

If you have never worked inside a corporation and wonder whether this applies to you, it applies to you most.

You do not need to have been in the room.

You need to know what they say when you are not.

Today you will make at least one unconscious purchase—an overpriced coffee, a delivery fee, something you won’t remember by Tuesday.

That same amount funds this newsletter.

One good pitch built from what’s below could open a six-figure contract.

Some will still buy the 21 AED coffee. And then complain.

It’s all good though.

Every week you wait, someone else in your market is building the intelligence bank you don’t have yet.

For less than 1 AED a day, all of this content is yours

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