Mike Forbes appointed executive vice president and chief strategy officer for The Vitamin Shoppe

In an August 6, 2025, press release¹, global, multi-channel nutritional products retailer The Vitamin Shoppe announced the appointment of Mike Forbes as executive vice president and chief strategy officer, a newly created position. With 20 years of experience in wellness brands and consumer packaged goods sectors, Forbes is anticipated to support long-term growth with a focus on digital commerce, performance marketing, and new partnerships.

"I've long admired The Vitamin Shoppe's leadership in the health and wellness space, and I'm honored to join this talented team at such a significant moment in the company's growth," stated Forbes in the press release. "I'm excited to bring my passion for digital innovation and customer-centric strategy to help drive the next chapter of expansion. Having personally experienced the transformative power of nutrition and a wellness-focused lifestyle, I'm deeply motivated to help deliver that same impact to even more customers and communities."

As explained in the press release, nutrition and lifestyle changes supported Forbes in overcoming a significant health challenge and shaped his involvement in the health and wellness industry.

His previous roles include Co-CEO of the vitamin and supplements company MaryRuth Organics, CEO of the organic chocolate company Alter Eco Foods, and CEO of the cleaning brand Safely. He is also on the boards of Beyond Good and BrightPet. Forbes has held leadership roles at California Olive Ranch, McKinsey, Jim Beam, Procter & Gamble, and General Mills. He earned a Bachelor of Business Administration with Honors from the University of Wisconsin-Madison and an MBA from Harvard Business School.

Earlier this year, The Vitamin Shoppe was acquired by Kingswood Capital Management and Performance Investment Partners². The acquisition led to a focus on digital and portfolio expansion, as well as the appointment of Sharon Leite as the company’s CEO.

"I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe," stated Leite. "The creation of the Chief Strategy Officer role reflects our commitment to maximizing innovation and unlocking new avenues of growth across digital, retail, and strategic partnerships. Mike's deep experience with consumer brands and retail will be invaluable as we chart the next chapter for The Vitamin Shoppe and our customers."

In June, the VitaHustle One product from celebrity Kevin Hart was launched at The Vitamin Shoppe³. Additionally, the company had also announced it would begin to offer an At-Home DNA Collection Kit from nutrigenomics company GenoPalate⁴. The test kit analyzes more than 400 genetic markers to provide insights into an individual’s optimal food list, a formula of supplements, and essential nutrients.

References

1. The Vitamin Shoppe. The Vitamin Shoppe® Names Mike Forbes as Executive Vice President, Chief Strategy Officer https://www.prnewswire.com/news-releases/the-vitamin-shoppe-names-mike-forbes-as-executive-vice-president-chief-strategy-officer-302522915.html (accessed 2025-08-06).
2. The Vitamin Shoppe. The Vitamin Shoppe acquisition completed by Kingswood Capital Management and Performance Investment Partners https://www.nutritionaloutlook.com/view/the-vitamin-shoppe-acquisition-completed-by-kingswood-capital-management-and-performance-investment-partners (accessed 2025-08-06).
3. The Vitamin Shoppe. Kevin Hart’s VitaHustle launches new product at The Vitamin Shoppe https://www.nutritionaloutlook.com/view/kevin-hart-s-vitahustle-launches-new-product-at-the-vitamin-shoppe (accessed 2025-08-06).
4. The Vitamin Shoppe. The Vitamin Shoppe and GenoPalate partner to launch At-Home DNA Collection Kit for personalized nutrition https://www.nutritionaloutlook.com/view/the-vitamin-shoppe-and-genopalate-partner-to-launch-at-home-dna-collection-kit-for-personalized-nutrition (accessed 2025-08-06).