LinkedIn reported today that the share of women hired into leadership roles in the U.S. grew by almost 10% in relative terms between 2015 and 2021. Women continue to rise through the leadership ranks at work, but progress varies from industry to industry. Women’s leadership share also does not match their overall representation in any U.S. industry. For example, women made up 65% of all workers in the field but accounted for 50% of wellness & fitness leadership roles in 2021.
Danna Pratte is the CEO of NBPure, a multi-million dollar global supplement business. With billions of dollars spent each year in the wellness space, Pratte was one of the first women to see the opportunity in front of her and take it head-on in 2001. Back then, Pratte made a conscious decision to use only 100% all-natural, non-GMO ingredients. Today, NBPure formulates, manufactures, and distributes all products from their Arizona headquarters.
Pratte didn’t have a lot of knowledge about proper nutrition growing up, but she gained a great deal of understanding about wellness and entrepreneurship over time. She acquired NBPure, taking the company from bankruptcy to profitability and global expansion. In 2019, Pratte also became co-founder and CEO of The Candidly, a wellness brand for women.
In 2020 and 2021, when women were being pushed out of the workforce, Pratte sustained company growth, unveiled a new brand and product positioning, leaned into digital marketing, and managed over 40% growth in the natural supplement space. Female advancement into leadership roles stalled in 2020 across all industries in the U.S., but women’s progress was hit especially hard in sectors that suffered significant strain during the pandemic such as recreation and travel.
With two companies and plans for increased national distribution, part of Pratte’s mission is to share her knowledge with other female wellness leaders. She even serves as an Artemis program mentor for Women Entrepreneurs in Afghanistan.
“We are living in a time when people want to be healthy. They want great, quality products that are proven to work. They want solutions from honest and conscientious companies about things like their individual health, family health, and global health. We want this to be a brand without borders because we all share many of the same goals – a healthy, amazing, incredible life,” explains Pratte.