When you think of amino acids, you may think of muscle-building supplements. PYM is reframing that conversation—showing how amino acids can also support the mind. We spoke with Erika, General Manager at PYM, to learn how the brand grew from a personal story into a movement, and what lessons other brands can take away.
1. Turn Personal Stories Into Purpose
PYM, short for Prepare Your Mind, was founded by Zak and Olivia Williams. After losing his father, Robin Williams, Zak struggled with his own mental health. Olivia introduced him to amino acids like GABA, which helped her during grief. The results were so immediate that they decided to build a company around making these tools accessible. The name PYM, taken from Robin’s middle name for Zak, highlights their mission to care for the mind proactively, not just in crisis.
Lesson: Consumers connect with authenticity. Sharing the “why” behind your brand builds trust and lasting loyalty.
2. Meet Customers Where They Are
Wellness brands face high competition and rising acquisition costs. PYM responded by focusing on accessibility in both product and distribution. They expanded into retail through Sprouts while also seeking offline touchpoints like yoga studios, spas, and meditation centers. Each order even includes a pamphlet about “mental hygiene,” encouraging customers to treat brain health with the same care as physical hygiene.
Lesson: Finding customers in their everyday environments—both online and offline—can make your brand more memorable and relevant.
3. Use Technology to Refine Creative
PYM has embraced AI to improve creative output and test performance faster. Small changes to messaging can shift how customers engage, and AI helps identify those changes at scale. Through Klickly, the brand has also reached new audiences, with over 90% of sales on the platform coming from first-time customers.
Lesson: Data and creative go hand in hand. Leveraging tools that reduce guesswork helps brands lower costs while expanding reach.
PYM’s journey shows that even in a challenging retail climate, clarity of mission and smart use of technology can fuel growth. For other brands, the takeaway is simple: focus on authenticity, accessibility, and adaptability.