Chloe Gray is a freelance journalist whose work focuses on demystifying women’s health and fitness. She is also the founder of Gray’s Anatomy, a newsletter about bodies, and a qualified fitness instructor.

Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience. 

Personal Worlds

Carol McEvoy is the head of PR, advocacy, and social at Symprove. Having started her career in publishing, she’s grown passionate about bugs and biome – and communicating the importance of both – since joining the brand.

United Kingdom

Eating and Drinking

Health and Fitness

Diets, vitamins, and supplements

Mordor Intelligence

Glossy

World Journal of Gastroenterology

Frontiers in Psychiatry

Euromonitor

Interview with Carol McEvoy conducted by the author

International Journal of Pharmaceutics

International Confectionery

Business Wire

World Cancer Research Fund

McKinsey & Company

Gov.uk

Gut health is the fastest-growing sector of the wellness industry, both in terms of customers and research. That’s led to brands like Symprove, a daily probiotic drink that promises to cultivate the gut and improve bacteria balance, becoming cult favourites among health-conscious consumers.