Derek Flanzraich: Top 40 Healthcare Transformers
Greatist, Founder and CEO
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."