While people have long been swarming the Internet for information about health and nutrition, Flanzraich never found what he was looking for, even as a kid. "I'm a Millennial and I grew up struggling with my weight," he recalls. "I wanted someone who was on my side and talking with me, not to me." His solution? Greatist, a provider of wellness/fitness information for Millennials that self-identifies as "real," "hilarious" and "legit" and regularly proclaims that "being healthy doesn't have to suck." Since its debut in 2011 (as a WordPress blog), the site has cranked out health and lifestyle coverage that, in Flanzraich's words, helps visitors "define their own idea of healthy."
With five million monthly unique visitors—65% checking in via mobile devices—Greatist enjoys a unique relationship with 18- to 35-year-olds. They love it for the easy health ideas ("31 portable protein snacks") and its realistic affirming voice. They also dig the humor (see under: snot-rocket etiquette). Flanzraich says Greatist doesn't have to work too hard to differentiate itself, given that much of what's on the Web is unreliable, unverified or just plan middle-aged. "Our ideas are all science-based and run by our panel of experts," he notes. "Then we write them in a way that is fun and friendly and down-to-earth." —Sarah Mahoney