From education to 88% sales growth: Sunwarrior’s success with ExpertVoice.
Since 2008 Sunwarrior has empowered consumers with high-quality, plant-based supplements crafted for both performance and wellness. As a brand dedicated to transparency and education, Sunwarrior recognized early on the importance of reaching retail store associates (RSAs) — those directly interacting with health-conscious consumers in stores. Starting in 2014, they partnered with ExpertVoice to educate RSAs on their products, setting a foundation of advocacy that has only deepened over time.
Today, Sunwarrior’s ExpertVoice program spans educational modules, credible review generation and Flash Deals — driving awareness, trust and sales in ways previously unmatched.
01 - CHALLENGE
Turning retail associates into advocates
Sunwarrior’s commitment to product quality and transparency meant that educating RSAs was essential. By training RSAs to understand Sunwarrior’s unique products, the brand could ensure that in-store advocates could confidently speak about the benefits of plant-based nutrition to customers. Educating these advocates became the foundation of Sunwarrior’s ExpertVoice program.
The value that ExpertVoice drives that I can't find anywhere else is...that one-on-one connection to the retail store associates. Those are the people that we require to educate consumers about our product because we put a lot of effort into creating a product that we think is perfect for them, but they may not understand it. And the best way to do that…is through ExpertVoice.” Ryan Blad Chief Marketing Officer, Sunwarrior
As their direct-to-consumer (DTC) presence grew, they saw an opportunity to do more on ExpertVoice: increase sales through targeted promotions and collect credible, expert-led reviews to build consumer trust.
02 - SOLUTION
Scaling a powerful partnership
To meet these goals, Sunwarrior expanded their ExpertVoice program with tools that supported three main objectives: education, sales and review generation. Educating RSAs remained core to the program, but they were looking to do even more.
To boost DTC sales, Sunwarrior implemented quarterly Flash Deals, which gave educated RSAs and experts a compelling incentive to purchase. With these additional promotions, ExpertVoice became a key revenue-driving channel, delivering substantial value for Sunwarrior.
I love partnering with ExpertVoice because they have access to a community that I can't reach...a community I trust to communicate and educate.”
Ryan Blad Chief Marketing Officer, Sunwarrior
ExpertVoice’s Recommendation Display also became a key tool for collecting and sharing detailed reviews from knowledgeable experts. These thoughtful reviews, which help customers better understand Sunwarrior’s products and feel confident in their choices, are seamlessly integrated into their e-commerce experience.
03 - RESULTS
Stronger engagement, trusted reviews and record sales
Sunwarrior’s partnership with ExpertVoice has delivered measurable success across education, sales and reviews.
36,000+ lesson engagements in 2024: Retail sales associates from The Vitamin Shoppe, Whole Foods, Sprouts and Natural Grocers have engaged with Sunwarrior’s educational content, equipping them to confidently recommend products in-store.
88% sales growth YoY through Flash Deals: Since launching quarterly Flash Deals in 2024, Sunwarrior has significantly increased ExpertVoice-driven revenue, consistently meeting their DTC revenue goals through well-timed promotions.
158% increase in reviews over two years: More than 1,400 expert reviews are now displayed across Sunwarrior’s e-commerce site.
We lean on [ExpertVoice reviews] often because they add credibility. There’s a photograph, a title that describes their expert level, and then a well-thought-out review about why they take the product and why they like it.”
Ryan Blad Chief Marketing Officer, Sunwarrior
04 - CONCLUSION
A lasting partnership that fuels growth, one expert at a time
Over the past decade, Sunwarrior and ExpertVoice have shown how expert advocacy can be a game-changer for building trust, educating key audiences and driving meaningful sales growth. Ryan describes ExpertVoice as “a perfect partner” for connecting with hard-to-reach communities in the nutrition and outdoor spaces, turning experts into powerful brand advocates. Their success is a testament to the strength of expert advocacy and the impact of having the right people backing your brand.
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