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Weekly Insight: WTF is Cortisol

Three years ago, I had never heard the word “cortisol”

Six months later, my team and I were knee-deep launching a first-of-its-kind cortisol test.

One that not only gave you lab results, but also compared your levels to thousands of others and gave personalized, actionable recommendations across nutrition, lifestyle, and supplements.

I took the test myself.

And suddenly, everything clicked.

My cortisol was in later stages of severe imbalance.

Frustrating daily symptoms I had been dealing with suddenly made sense:

Trouble losing weight (despite eating less + working out more)
Tired but wired at night
Brain fog
Irritability
Easily overstimulated
Waking up at 3 am
Low energy

Once I focused on actually healing my cortisol—with food, supplements, nervous system support, and better routines—everything changed.

✨ I lost over 50 pounds naturally

✨ My energy came back

✨ I finally felt like me again

That’s why I’m kicking off this new chapter of The Well Edit by breaking down this one hormone that could be silently running your life—and your symptoms.

🤔 So… WTF is cortisol?

It’s often called your stress hormone, but it’s so much more.

Cortisol is made by your adrenal glands and plays a critical role in:

Managing stress
Regulating energy
Controlling inflammation
Balancing blood sugar
Supporting your circadian rhythm (aka, your sleep-wake cycle)

In the short term, cortisol is essential.

In the long term, chronically high or chronically low cortisol can lead to major issues.

⚠️ What throws cortisol off?

Cortisol imbalance isn’t just about major trauma or burnout—it can happen from everyday stress stacking up, like:

Skipping meals or blood sugar crashes
Overtraining (especially cardio)
Not sleeping well
Caffeine overload
Emotional stress or pressure to do it all
Under-eating or restricting carbs
Exposure to blue light late at night

There are countless stressors in our everyday lives and your body can only handle so much.

If you don’t pay attention, over time, your body starts sounding the alarm. And you start feeling it.

🚨 Signs your cortisol may be out of whack:

Stubborn belly fat
Waking up at 2–4am
Anxiety, mood swings, or irritability
Fatigue that doesn’t get better with rest
PMS, irregular periods, or low libido
Gut issues or cravings (especially for sugar or salt)
Feeling "wired but tired" constantly

If any of these hit home, you're not alone—and it isn’t in your head.

🏆Your Well Challenge

A real-life mini challenge - something simple to try this week!

Try a "cortisol-friendly" morning tomorrow.

Here’s your mini protocol:

✅ Wake up and get sunlight in your eyes within 30 minutes

✅ Wait at least 60 minutes to drink coffee

✅ Eat a protein-rich breakfast within 90 minutes of waking

✅ Skip the scroll—no emails or social until after breakfast

Simple shifts. Big ripple effects.

Try it and reply here to tell me how you feel.

Does this sound like too much for you? I get it!

Try picking just one of these habits and giving it a try for a week!

🤍 The Social Edit

What I’ve been sharing on social this week — in case you missed it.

5 go to dinners to lower cortisol & drop body fat
My hot take on the current longevity vs. wellness trend
Why calorie restriction doesn't work for weight loss

🔥 My Hot Take

My POV on wellness trends, what’s hype, and the business behind it all.

Social wellness clubs are having a moment — but will they last?

What used to be cocktails and country clubs is now cold plunges and community breathwork.

…or is it?

There’s no denying the rise of the social wellness club movement.

Remedy Place, Othership, The Well, HUME, Continuum, Bathhouse - these brands are more than spas. They’re building a new “third space” for a generation that doesn’t want to drink to connect.

They want nervous system regulation, not Negronis.

Connection without the hangover.

But here’s my take:

These spaces are still priced as a luxury.

They’ve become the latest status symbol for the wellness elite; more accessible than country clubs, yes, but still out of reach for many.

So while they’ll thrive in NYC, LA, and a few others…

Will they scale?

And more importantly—will they stick?

Let’s break down why they’re booming right now.

It’s the intersection of four major macro shifts:

The loneliness epidemic: After years of digital disconnection, people are craving IRL connection and they’re willing to pay for it
The rise of the longevity influencer: Think Huberman, Attia, Kayla Barnes. These are the new aspirational figures
The new status symbol: A cold plunge selfie signals health, wealth, and discipline
The great alcohol decline: Gen Z drinks 20% less than Millennials. They’re building social lives that don’t revolve around booze

So yes, these trends extend beyond coastal hubs and signal a bigger cultural moment.

But there's a catch: it still hinges on disposable income.

From a business model perspective?

These clubs are high-risk, high-vibes. They require major upfront capital - real estate, buildout, equipment - and tight margins leave little room for error. If demand softens, even slightly, things get shaky.

So the winning play?

Ensure that the brand, space, and community can evolve as trends change - cold plunging replaced with something else? They can handle it.

And diversify.

The smartest brands won’t just be wellness clubs.

They’ll be wellness ecosystems, built on multiple scalable revenue streams:

Product lines (think Drybar haircare line that sold for $250M)
Digital content, memberships, and classes
Hospitality extensions: wellness residences, travel, corporate wellness campuses
Destination retreats and brand activations
Franchising for 2nd and 3rd tier markets (e.g. Pause)
Pop-ups and community clubs to reach a broader community at a lower price point

Otherwise, they risk becoming the next SoulCycle: visionary, culty… and past their peak.

(This coming from a once 3x a week SoulCycle devotee)

What I’m watching: