Fitt Insider 324. Michelle Larivee, Founder & CEO of WTHN
Feb 2, 2026
Michelle Larivee, founder and CEO of WTHN, modernizes acupuncture and TCM with studios, products, and major retail partnerships. She talks about making ancient healing accessible, education to break down myths, an omnichannel studio-plus-product model, partnerships with Ulta and Canyon Ranch, and plans for national expansion and hospitality and corporate wellness integrations.
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Personal Healing Sparked The Business
- Michelle Larivee discovered acupuncture after a ski accident that caused chronic neck and back pain.
- Acupuncture relieved her pain instantly, improved sleep, reduced illness, and later helped her fertility journey.
Accessibility, Not Awareness, Is The Bottleneck
- Massive consumer interest exists but access, cost, and education block adoption of acupuncture.
- Within aims to close that gap by creating a comfortable, modern entry point for skeptical consumers.
Majority Of Clients Are First-Time Users
- Within finds that 60% of its customers had never tried acupuncture before.
- Many newcomers convert to regular users once they experience results and a welcoming environment.