Jess Thomas: The Visionary Behind Health Lab’s Success
Jess Thomas: Background and Early Career
Jess Thomas, an Australian entrepreneur, began her professional journey with a strong foundation in marketing and brand strategy. Her educational background includes studies at the University of Melbourne, though the specific details of her degree are not publicly disclosed. This academic foundation would prove invaluable in her future entrepreneurial endeavours.
Thomas’s career in the corporate world began at L’Oreal Australia in December 2009. She joined the company as an intern, demonstrating her willingness to start from the ground up and learn the intricacies of the beauty industry. Over the next three and a half years, Thomas rapidly climbed the corporate ladder, showcasing her talent and dedication. During her tenure at L’Oreal, Thomas progressed through various roles, each bringing new challenges and opportunities for growth. She started as an Assistant Brand Manager, where she honed her skills in product management and brand development. Her responsibilities included overseeing budgets, launches, renovations, and media plans for a portfolio of styling products.
As she proved her capabilities, Thomas was promoted to Product Manager, expanding her remit to include the Styling, SteamPod, and Social Media portfolios. In this role, she managed 100 SKUs across three portfolios in 1500 salon doors, developing comprehensive annual marketing plans that encompassed budgets, renovations, key launches, and commercial drivers. The pinnacle of her career at L’Oreal came with her promotion to Senior Brand Manager for Redken in July 2012. This role saw Thomas managing a substantial $25 million portfolio, containing over 300 product SKUs across four portfolios. Her reach extended to distribution in over 2,500 doors nationally, and she was responsible for motivating a sales team of 35 Area Managers across Australia. Additionally, she managed a small marketing team, further developing her leadership skills.
In August 2013, Thomas transitioned to Retail Zoo, the parent company of Boost Juice, taking on the role of Marketing Manager for Salsa’s Fresh Mex Grill. This position allowed her to apply her expertise in a different sector of the food and beverage industry. Her achievements at Salsa’s were significant and varied. She spearheaded the redevelopment of the brand strategy, vision, and business goals, implementing a new style guide that refreshed the brand’s visual identity.
One of her standout achievements at Salsa’s was the creation and management of the ‘Mix 101.1 and Salsa’s New Life Starter’ campaign. This 10-week campaign, which included pre and post-promotion activities, was designed to boost brand awareness and drive foot traffic to the Bridge Road, Richmond location. Thomas also demonstrated her ability to respond to market trends by introducing lighter menu options, including two new burritos under 500 calories, catering to the growing health-conscious consumer base.
During her time at Salsa’s, Thomas was responsible for a brand with over 50 stores nationally, an annual turnover of $44 million, and a loyalty database of 200,000 customers. This experience in managing a large-scale operation would prove invaluable in her future entrepreneurial ventures.
The Birth of Health Lab
The inception of Health Lab was not a meticulously planned venture, but rather an organic response to a personal and widespread problem that Thomas identified during her time in the corporate world. The idea was born out of a common struggle faced by many office workers – the dreaded 3 pm energy slump.
In 2014, while working long hours in her corporate role, Thomas found herself and her colleagues constantly battling afternoon fatigue. The available snack options in the office and nearby cafes were often unhealthy, loaded with sugar and processed ingredients. These snacks provided a temporary energy boost but inevitably led to sugar crashes, decreased productivity, and general feelings of lethargy. Recognising this as a widespread issue, Thomas began experimenting with homemade protein balls in her kitchen. Her goal was to create a snack that was not only healthy and satisfying but also provided sustained energy without the crash associated with sugary alternatives. She spent weeks perfecting her recipes, focusing on using natural, nutrient-dense ingredients that would provide a balanced mix of protein, healthy fats, and complex carbohydrates.
The lightbulb moment came one day in 2014 when Thomas brought a plate of her homemade protein balls to share with her colleagues. The response was overwhelmingly positive. The entire batch was devoured within minutes, with colleagues praising not only the taste but also the sustained energy they felt afterward. Many asked if they could buy some to take home or if Thomas would consider selling them regularly. This enthusiastic reception made Thomas realise that there might be a larger market for her creation. She began to see beyond the confines of her office, envisioning a product that could help busy professionals, parents, and health-conscious individuals everywhere combat the mid-afternoon slump with a wholesome, convenient snack.
The positive feedback from her colleagues sparked a series of questions in Thomas’s mind: Could this hobby be turned into a business? Was there a gap in the market for truly healthy, convenient snacks? How could she scale production while maintaining the quality and integrity of her homemade recipes?
These questions marked the beginning of Thomas’s journey from corporate employee to entrepreneur. While she didn’t immediately quit her job to pursue this new venture, the seed of what would become Health Lab had been planted. Thomas began to dedicate her evenings and weekends to researching the health food market, refining her recipes, and exploring the possibilities of turning her protein balls into a viable business.
The Early Days of Health Lab
The transition from a homemade snack to a full-fledged business was a gradual process, driven by Thomas’s entrepreneurial spirit and her growing belief in the potential of her product. The early days of Health Lab were characterised by long hours, steep learning curves, and a series of small victories that gradually built momentum for the fledgling company.
In late 2014, Thomas decided to take the first step towards commercialising her protein balls. She identified local cafes as a potential entry point into the market, reasoning that health-conscious cafe-goers would be an ideal initial customer base. With a batch of freshly made protein balls and a hastily prepared sales pitch, Thomas approached Garage Espresso in East St Kilda, Melbourne. The first sales pitch was far from a success. Thomas, despite her extensive marketing background, found herself nervous and underprepared. The cafe owner was sceptical, questioning the product’s shelf life, pricing, and potential demand. Thomas left the meeting feeling discouraged, nearly in tears, and questioning whether her idea had any merit.
However, this setback proved to be a valuable learning experience. Thomas spent the evening revising her pitch, preparing detailed information about the product’s ingredients, nutritional value, and potential market appeal. She also made a fresh batch of protein balls, ensuring they were perfectly presented.
The next day, showing remarkable persistence, Jess Thomas returned to Garage Espresso. This time, she was armed not only with samples but also with a more comprehensive proposal. She offered the cafe a low-risk deal: they would stock the protein balls, and if they didn’t sell within a week, Thomas would take them back at no cost. This approach, combined with the undeniable quality of the product, convinced the cafe owner to give Health Lab protein balls a chance. It was a small victory, but a crucial one that gave Thomas the confidence to approach other local cafes.
The risk paid off spectacularly. Two days later, Garage Espresso called Thomas to report that they had sold out of the protein balls and urgently needed more. This early success not only validated the market demand for her product but also provided Thomas with a compelling story to share with other potential stockists. Word spread quickly among local cafes about the popular new snack. Thomas found herself approaching and securing deals with dozens of cafes in quick succession. Each new stockist added credibility to her brand and helped to generate buzz among health-conscious consumers.
As demand grew, Thomas faced the challenge of scaling up production while maintaining the quality and consistency of her product. Initially, she enlisted the help of 15 friends who would gather in her kitchen after work and on weekends. They would often work late into the night, hand-rolling up to 1,000 protein balls per week.
This period was intensely demanding. Jess Thomas was still working her full-time corporate job, dedicating her evenings and weekends to Health Lab. She would wake up at 5 am to start cooking, go to her day job from 8:30 am, then return home to continue working on Health Lab until 10 pm. Weekends were entirely devoted to production and business development. The rapid growth, while exciting, also brought significant challenges. By Christmas 2014, just a few months after starting, the demand had far outgrown Thomas’s home production capacity. The makeshift production line in her kitchen was struggling to keep up with orders. Team members were experiencing physical strain from the repetitive work, with one even developing tennis elbow from the constant rolling motion.
It became clear that this level of production was unsustainable. Thomas realised that to grow Health Lab beyond a side hustle, she would need to make some big decisions about the future of the business and her career.
Taking the Leap: Health Lab Becomes Full-Time
The rapid growth of Health Lab forced Thomas to make a crucial decision about her career and the future of her budding business. The company had reached a critical juncture: it was too successful to remain a side project, but not yet established enough to run itself. Thomas found herself at a crossroads, faced with the choice of either scaling back Health Lab to keep it manageable alongside her corporate career or taking the leap to pursue it full-time.
After much deliberation and countless conversations with friends, family, and mentors, Thomas made her decision. In January 2015, just months after starting Health Lab as a side project, she took the bold step of resigning from her corporate job to focus on her company full-time. This decision was not made lightly; it involved leaving behind the security of a steady paycheck and a clear career path for the uncertain world of entrepreneurship.
To fund the business in its early stages, Thomas made significant personal sacrifices. She sold her Toyota Corolla, using the proceeds as initial capital for Health Lab. This decision symbolised her commitment to the business and her willingness to take calculated risks for its success. With her full attention now on Health Lab, Jess Thomas’s first priority was to address the production constraints that had been holding back the company’s growth. She recognised that home-based production was not only unsustainable but also limiting the company’s potential to meet growing demand.
After extensive research and negotiations, Thomas made the decision to outsource manufacturing to a Melbourne-based company. This move was crucial in allowing Health Lab to scale its production significantly while maintaining product quality and consistency. The transition to outsourced manufacturing was not without its challenges. Thomas had to ensure that the new production facility could replicate her recipes exactly, maintaining the homemade taste and texture that had made Health Lab products so popular.
She spent weeks working closely with the manufacturing team, fine-tuning recipes and processes to ensure that each protein ball met her exacting standards. This attention to detail was crucial in maintaining the integrity of the brand as it scaled. With production capabilities expanded, Thomas turned her attention to building a team that could support Health Lab’s growth. She began by hiring staff to handle various aspects of the company, bringing marketing and sales teams in-house. This allowed for more cohesive brand messaging and a more aggressive sales strategy.
Jess Thomas also focused on developing the company’s strategic direction. Drawing on her corporate experience, she created comprehensive business plans, set ambitious growth targets, and developed strategies for product development and market expansion. One of the key additions to the team during this period was Thomas’s husband, Matt Demicoli. Demicoli left his own business to join Health Lab, becoming the only male employee at the time. His background in business and finance complemented Thomas’s marketing expertise, creating a well-rounded leadership team.
The decision to bring her husband into the business was not made lightly. Thomas was aware of the potential challenges of mixing personal and professional relationships. However, she believed that their complementary skills and shared vision for the company would be a significant asset. This decision would prove to be crucial in the coming years, especially as Jess Thomas navigated the challenges of balancing business growth with starting a family.
As Health Lab transitioned from a home-based operation to a full-fledged company, Thomas found herself facing a new set of challenges. She had to quickly adapt to her role as a CEO, learning to delegate tasks, manage a growing team, and make high-stakes decisions that would shape the future of the company. Despite the steep learning curve and the pressures of running a rapidly growing business, Thomas remained committed to her original vision. She was determined to create a company that not only produced high-quality, healthy snacks but also fostered a positive and supportive work environment. This commitment would shape Health Lab’s company culture and values in the years to come.
Company Culture and Values
From the outset, Jess Thomas was determined to create a company culture at Health Lab that aligned with her personal values and supported a positive work environment. Her experiences in the corporate world had shown her both the benefits of a strong company culture and the pitfalls of toxic work environments. She was resolute in her desire to build a company where employees felt valued, supported, and empowered.
One of the most notable aspects of Health Lab’s early culture was its female-centric workplace. With the exception of her husband, Matt Demicoli, the initial Health Lab team was entirely female. This was a conscious decision by Thomas, who wanted to create a supportive environment for women in the workplace. She had experienced firsthand the challenges women often face in corporate settings and was determined to create a company that championed female talent and leadership.
This commitment to supporting women extended beyond the company’s internal structure. Health Lab’s brand messaging and product development were largely focused on meeting the needs and preferences of female consumers. Jess Thomas believed that by creating a company that truly understood and catered to women, Health Lab could carve out a unique and loyal customer base. Another key aspect of Health Lab’s culture was its approach to work hours and productivity. Thomas implemented a no-set-hours policy, a radical departure from the rigid 9-to-5 schedule she had experienced in her corporate roles. Employees were encouraged to arrange their work schedules around personal commitments, such as family needs or fitness routines.
This flexible approach was based on Thomas’s belief that productivity should be valued over face time. She encouraged employees to work when they felt most effective, rather than adhering to traditional office hours. This policy was designed to support work-life integration, acknowledging that employees have lives and responsibilities outside of work that need to be accommodated.
The concept of work-life integration, rather than work-life balance, became a cornerstone of Health Lab’s culture. Jess Thomas recognised that for many people, especially working parents, the idea of perfectly balancing work and personal life was often unrealistic and stress-inducing. Instead, she promoted a culture where work and personal life could coexist more fluidly, with employees having the flexibility to attend to personal matters during traditional work hours if needed, and to work during non-traditional hours when it suited them best.
This approach to work-life integration was particularly important to Jess Thomas as she navigated her own journey of running a business while starting a family. When she became pregnant with her first child, Gigi, in 2015, she was determined to find a way to balance her roles as a mother and a CEO. By fostering a culture of flexibility and understanding within Health Lab, she was able to model a new way of approaching work and family life.
The company’s commitment to health and wellness extended beyond its products to its workplace practices. Health Lab offices were stocked with healthy snacks, and employees were encouraged to take breaks for physical activity. The company often organised group fitness activities and wellness workshops, promoting a holistic approach to health that aligned with its brand values. As Health Lab grew, maintaining this unique culture became both more important and more challenging. Jess Thomas worked to ensure that new hires not only had the necessary skills but also aligned with the company’s values and culture. She implemented robust onboarding processes to immerse new employees in the Health Lab way of working and thinking.
The company’s culture also evolved as it expanded internationally. Jess Thomas worked to strike a balance between maintaining a consistent global culture and allowing for local adaptations in different markets. This involved creating clear global values and practices while empowering local teams to implement them in ways that resonated in their specific cultural contexts. Health Lab’s unique culture became one of its key differentiators in the market. It not only attracted top talent but also contributed to high employee retention rates. The positive work environment fostered innovation and creativity, driving the company’s product development and marketing strategies.
Moreover, the company’s culture became an integral part of its brand identity. Consumers were drawn not just to Health Lab’s products, but to the values and ethos behind the brand. This alignment of internal culture with external brand identity created a powerful and authentic market presence that contributed significantly to Health Lab’s rapid growth and success.
Product Development and Expansion
While Health Lab started with protein balls, the company quickly expanded its product line to meet growing consumer demand and capture a larger market share. This process of product development and expansion was crucial in establishing Health Lab as a major player in the health food industry.
The original Health Lab protein balls were the foundation of the company’s success. These products were distinguished by their use of 100% natural ingredients and the absence of added sugars or syrups, setting them apart from competitors in the market. The initial flavours included popular options like Peanut Butter Protein, Choc Mint Protein, and Salted Caramel Protein.
As the company grew, Jess Thomas recognised the need to diversify the product range to cater to different consumer preferences and needs. The first major expansion came with the introduction of protein drinks. These beverages were designed to complement the snack options, providing a convenient source of protein for consumers on the go.
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