Sam Tejada, President and Founder of Liquivida®, recently interviewed Carlton Washington, the co-founder of 4Ever Young Anti-Aging Solutions, on “A Healthy Point of View” podcast.
In this interview, the business finance and marketing expert Washington shares some behind-the-scenes information about the evolution of the anti-aging industry along with the unique tactics that have made his brand successful.
Journey from Banking to Disrupting the Wellness Industry | Carlton Washington | Ep. 14
From Desperation to Innovation
Carlton’s journey into the wellness industry was born out of desperation and a firm belief in the business. He moved to South Florida primarily to help support his wife with her career. He was working in the banking industry at a job he did not like, and it was a huge step away from his prior career in private equity. His dissatisfaction drove him to look for more in a different direction.
“I moved to South Florida, supporting my wife’s career. I ended up taking a job I didn’t want back in the banking center. I woke up every day dreading it, and that pushed me to seek something more fulfilling,” Carlton recalls.
He started using his skills to break into the health realm, blending the advice of pros in the field with his own experiences on hormone replacement therapy. It was this blend of personal passion and professional competency that set the stage for 4Ever Young.
The Value of Education and Real-World Experience
Carlton has a Master’s in Business Administration with a concentration in finance and marketing. He stressed that his Executive MBA experience provided a comprehensive understanding of running a global business, which has been instrumental in his role at 4Eever Young.
“My MBA taught me to understand every aspect of a business, from marketing to accounting. It was less about the specifics of each department and more about how to manage a business comprehensively,” Carlton explains.
That education, combined with hands-on experience in banking, gave Carlton all the tools he needed to win. Having come from finance, he also had the opportunity to meet successful people on the other side of the table, learning how they made their wealth and adopting lessons for his business.
Strategic Vision: From Humble Beginnings to Industry Leader
Carlton faced challenges in establishing 4Ever Young from the ground up, particularly with limited financial resources. “We come from very humble, normal, middle to lower-middle upbringings,” Carlton reflects. “One of the advantages that we have because of that is when you’re dealing with people with certain backgrounds, immigrant, Black American, minority, a lot of the times we’re told you have to do things better than everybody else.”
This determination to excel fueled Carlton’s approach to marketing. “There was a chip on our shoulder,” Carlton admits. “Everybody was like, ‘You guys are going to fail. You guys are stupid.’ We didn’t have any money on top of that. So, what can we do here? What do we have?”
Marketing Mastery in Wellness
It was not a cakewalk for Washington. He and his partner, Dennis Dugan, started 4Ever Young with limited financial resources, a stark contrast to the substantial capital typically required for such ventures. The financial restraint saw the requirement of out-of-the-box and aggressive marketing tactics.
Washington leveraged his background in banking and sales training to create compelling marketing campaigns. One notable strategy involved using provocative and eye-catching imagery, such as billboards featuring half-suits to symbolize the blend of professionalism and fitness, setting their brand apart in a crowded market.
The Challenges and Trends in the Wellness Industry
One of the biggest trends in the wellness industry has been the rise of medications like Ozempic and Tirzepatide for weight loss.
Ozempic is a drug initially used for the prevention of type 2 diabetes, but it has become known for its effectiveness in weight loss. The drug works by mimicking the action of a hormone called GLP-1, which helps regulate appetite and insulin secretion.
Another breakthrough medication is Tirzepatide, which also has dual hormone receptor activation, working on both GLP-1 and GIP (gastric inhibitory polypeptide), similar to Semaglutide. These two actions combined could make it even more likely to help control blood sugar and help with weight loss.
“At first, we were reluctant to offer medications like Ozempic because it seemed to go against our message of lifestyle change. However, we recognized its potential benefits when used responsibly and incorporated it into our services with strict criteria and lab work,” Washington notes.
He even tried both medications for his own health and wellness, as well as to understand what his patients may experience. Although both Semaglutide and Tirzepatide have demonstrated great results as far as causing weight loss is concerned, there are also side effects that come with this. Reactions, such as GI irritation and dizziness, have been reported with these agents and require diligent monitoring and patient instruction.
“We emphasize a holistic approach, combining these medications with digestive enzymes, probiotics, and prebiotics to mitigate side effects and ensure patients maintain a balanced diet.”
Looking Ahead: Future Goals and Industry Insights
Carlton believes there are plenty of opportunities and challenges as the wellness industry continues to expand and drive big investments. He even goes as far as to recommend against starting a mom-and-pop med spa in the current landscape of competition and suggests considering franchising as an alternative.
He points out that franchises like 4Ever Young and Liquivida® “pioneered this space, and now it’s consolidating with massive investments. It’s not the time for a small independent start-up unless you’re part of a franchise,”
On a personal note, Carlton aims to help others navigate the industry, emphasizing the importance of mentorship and giving back. He desires to eventually transition into new ventures, potentially involving product development and further innovation in wellness.