The hire marks Sharon Leite’s first major move since returning as CEO
The Vitamin Shoppe has created a new C-suite role and appointed wellness industry veteran Mike Forbes as executive vice president and its first chief strategy officer, reflecting the nutritional supplement company’s evolving priorities.
The move marks CEO Sharon Leite’s first major appointment since returning to lead the company in May, following its acquisition by Kingswood Capital Management and Performance Investment Partners. Leite previously served as CEO from 2018 to 2023 and rejoined with a mandate to modernize the business.
In the newly created role, Forbes will oversee enterprise-wide strategy, long-term growth planning, digital commerce, customer loyalty and strategic partnerships, including mergers and acquisitions. He reports directly to Leite.
“I am thrilled to welcome Mike to our executive team during this exciting period of growth and innovation at The Vitamin Shoppe,” Leite said. “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.”
Forbes brings more than two decades of executive leadership across high-growth consumer and wellness brands. Most recently, he served as co-CEO of MaryRuth Organics, helping drive record revenue and profitability. He previously held CEO roles at Alter Eco Foods, where he repositioned the organic chocolate company and earned recognition from Food & Wine, and Safely, the eco-conscious cleaning brand co-founded by Kris Jenner and Emma Grede.
“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,” Forbes said. “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.”
The appointment comes as The Vitamin Shoppe steps up efforts to modernize and differentiate in the booming vitamin and supplement market. The retailer has been testing new in-store formats, including “Hometown Stores” that dedicate branded space to local and emerging wellness companies, an experiential retail strategy to deepen brand partnerships and appeal to younger, experience-driven consumers.
The company is also moving into personalized wellness through a new partnership with GenoPalate, a Wisconsin-based nutrigenomics startup. As part of the collaboration, The Vitamin Shoppe is offering GenoPalate’s $199 DNA kit online, providing customers with insights based on more than 400 genetic markers, along with tailored nutrition guidance, supplement recommendations and access to registered dietitians.
