InHealth Media (IHM), a full-service marketing agency specializing in the health, nutrition and wellness industries, announced the expansion of its team with the addition of Scotty Friedman as Creative Director and Jonah Goldsmith as Social Media Director.
The additions expand IHM's capabilities in creative production, visual storytelling, social media strategy, paid advertising and digital brand development as the agency works with a growing roster of domestic and international brands seeking to build visibility and consumer demand in the U.S. marketplace.
"InHealth Media has always been about helping brands turn distribution into sales," said Mitch Gould, founder and CEO of InHealth Media. "Scotty and Jonah bring us additional expertise in two areas that have become increasingly important for consumer brands: high-quality creative content and sophisticated social media marketing. Their experience allows us to offer our clients an even broader range of services under one roof."
From Getting Products on the Shelf to Getting Them Off the Shelf
InHealth Media works closely with Gould's sister company, Nutritional Products International (NPI), which specializes in helping international health, nutrition and wellness brands enter and expand in the United States.
Gould describes the relationship between the companies simply: NPI gets products onto the shelf, while InHealth Media helps get them off the shelf.
Through its Evolution of Distribution® platform, NPI provides brands with an integrated path into the U.S. marketplace that includes global logistics and market entry, product readiness and regulatory alignment, market positioning and brand strategy, and retail and e-commerce placement. Before products are introduced to U.S. buyers, NPI evaluates areas including formulation, labeling, pricing and marketing claims for alignment with FDA, OTC and retail standards. NPI then works with brands on positioning and introduces qualified products to its network of retail, pharmacy, specialty and e-commerce buyers.
Once products reach store shelves and online marketplaces, InHealth Media complements those efforts by helping brands create the visibility, awareness and consumer demand necessary to support sales and long-term growth.
IHM's existing capabilities include public relations, media relations, strategic marketing, press releases, corporate communications, social media and influencer outreach. The addition of Friedman and Goldsmith strengthens the agency's ability to integrate those services with creative production, visual content, paid digital campaigns and expanded social media strategy.
Scotty Friedman Named Creative Director
Friedman joins InHealth Media as Creative Director with more than 12 years of experience in cinematography, commercial production, creative direction and visual storytelling.
A film school graduate, Friedman previously served as Creative Director at TLF Apparel and has directed and produced visual content across the fitness, fashion, music and entertainment industries. His experience also includes serving as a lead music video director for recording artist BLP Kosher and producing visual content for a growing roster of artists and creatives.
Friedman specializes in taking concepts from initial idea through finished production, including creative direction, set design, lighting, composition and visual storytelling.
At IHM, he will lead creative production efforts and work with clients to develop visual identities and content designed for today's increasingly visual and social-first marketing environment.
Jonah Goldsmith Named Social Media Director
Goldsmith joins InHealth Media as Social Media Director, bringing six years of experience in social media marketing, paid advertising, digital strategy and brand growth, with a particular focus on health, wellness and fitness.
Goldsmith has worked with more than 15 seven-figure brands, including BPI Sports, Squeeze Me Skinny and Kenetik Ketones, as well as established businesses throughout South Florida.
Before building his own marketing agency, Goldsmith served as Marketing Director at BPI Sports and Social Media Manager at Squeeze Me Skinny, gaining hands-on experience using content, social media and performance-driven advertising to grow consumer brands.
His background in computer science and experience in web and application development also give him a combination of technical and marketing expertise. At IHM, Goldsmith will lead social media strategy and help clients integrate organic content, paid media and digital marketing into their broader brand-building efforts.
Expanding the InHealth Media Model
Gould said the expansion reflects how dramatically the requirements for successfully launching and growing consumer brands have changed.
"Getting a product into the United States and securing distribution is only the first half of the equation," Gould said. "Brands also need compelling creative, consistent news, social media, digital advertising and an integrated strategy that keeps them visible to consumers. By expanding the InHealth Media team, we're continuing to build the marketing infrastructure our clients need after their products reach the marketplace."
Together, Nutritional Products International and InHealth Media provide brands with complementary resources spanning international logistics, U.S. market entry, FDA and regulatory alignment, product readiness, market positioning, retail and e-commerce distribution, public relations, creative production, social media and consumer marketing.
About InHealth Media
InHealth Media is a full-service marketing and communications agency specializing in the health, nutrition and wellness industries. The agency provides public relations, media relations, press release and corporate communications, social media, strategic marketing, influencer outreach, creative production and digital marketing services designed to build brand visibility, awareness and consumer demand.
About Nutritional Products International (NPI)
Nutritional Products International (NPI) is a U.S.-based retail consulting and distribution firm founded by retail distribution expert Mitch Gould. With more than three decades of experience, Gould has helped domestic and international brands successfully enter and expand within the U.S. market, representing high-profile brands and celebrities including Steven Seagal, Hulk Hogan, Ronnie Coleman, and Wayne Gretzky.
NPI works closely with manufacturers and major retailers to guide products from concept to shelf, providing strategic support across retail introductions, regulatory readiness, operations planning, and market visibility through its proprietary Evolution of Distribution® platform. The company is known for helping brands navigate the complexities of U.S. retail efficiently while building long-term, scalable growth.
About Mitch Gould
Mitch Gould is a third-generation retail distribution and manufacturing expert with more than 25 years of experience launching and scaling consumer products across dietary supplements, sports nutrition, skincare, hardware, and beverages. He has worked with iconic consumer brands such as Igloo, Rubbermaid, Sunbeam, and Miracle-Gro, as well as high-profile celebrity brands including Steven Seagal, Hulk Hogan, Chuck Liddell, 8× Mr. Olympia Ronnie Coleman, and martial arts pioneer Bob Wall.
Over the course of his career, Gould has played a key role in helping shape the growth of the U.S. sports nutrition category-supporting the expansion of performance-focused products across major retail and e-commerce platforms, including Amazon, Walmart, GNC, CVS, and Walgreens. His work has centered on bringing muscle-building, recovery, and performance-oriented products to a broader consumer audience.
Gould is known for his hands-on, execution-driven approach to building consumer brands at scale and for his deep understanding of what drives success in highly competitive categories such as sports nutrition and dietary supplements. He continues to focus on the evolving intersection of performance, wellness, and consumer demand for effective, results-driven products.
