What AG1, Whoop, and Ultrahuman Taught Me?

Scaling a wellness brand sounds simple: just launch more products. But the hard truth? Focus is harder — and smarter. Here's why I'm doubling down on one product, not ten.

👋 Hola! Welcome to Out of Singapore. I’m Shan, and I’m building Xandro Lab — a longevity science brand rooted in evidence and transparency. Every week, I share raw, unfiltered lessons from building consumer brands in Southeast Asia.

This week: a personal reflection on scaling with focus — and what I’m learning from brands like AG1, Whoop, and Ultrahuman.

What’s Inside this week:

1. The temptation to expand with new SKUs

2. The real challenges with Protocol X

3. Lessons from AG1, Whoop, and Ultrahuman

4. How I’m rethinking scale?

5. What comes next for Xandro Lab?

Scaling a wellness brand sounds straightforward. You launch a product. It works. Then you launch more. Right?

That’s what most people expect. And I’ve felt that pressure too. That’s why we have a long new product line-up extending all the way to next year.

But lately, I’ve been asking myself: Do we really need more products — or just more clarity around the one we already have?

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1. The Temptation to Expand

On paper, launching more products sounds like the smart play: more SKUs, more customers, more growth.