Winning Together: Robert Finigan of MAKE Wellness On How Strategic Partnerships Can Unlock New Sales Opportunities
An Interview With Chad Silverstein
Measure and recalibrate. Sales lift, retention, engagement — track the data and adjust together. The best partnerships evolve with the business, not against it.
Strategic partnerships have the potential to unlock growth and create new opportunities in ways that businesses can’t achieve alone. To explore this important topic, we had the pleasure of interviewing Robert Finigan.
Robert Finigan is a senior marketing leader with over two decades of experience driving growth for global consumer and wellness brands. His career spans leadership roles in Fortune 500 companies and disruptive startups, where he has built brand platforms, scaled digital strategies, and led teams through high-velocity growth and transformation. Known for blending creative vision with operational discipline, Robert has launched products across multiple categories, managed billion-dollar portfolios, and advised founders on positioning, innovation, and go-to-market strategy. Today, as Chief Marketing Officer and Co-Founder at MAKE Wellness — one of the fastest-growing modern wellness companies in the world — he is pioneering a new model of affiliate-driven commerce that empowers everyday entrepreneurs with tools, training, and products built around a culture of trust, innovation, and purpose.
Thank you so much for joining us in this interview series. Before we dive into our discussion, our readers would love to “get to know you” a bit better. Can you share with us the backstory about what brought you to your specific career path?
I’ve always been fascinated by the intersection of creativity and commerce. My career began with global consumer brands where I learned the power of storytelling and strategy at scale. But over time, I realized something was broken: the direct selling model hadn’t evolved. Affiliates were being treated like distributors in a system designed decades ago, not like the modern entrepreneurs they are. That realization is what drew me to MAKE Wellness. I wanted to help redefine the space by creating a company that doesn’t just sell wellness products, but builds a platform where everyday people can grow businesses with dignity, purpose, and modern tools.
Can you share the most interesting story that happened to you since you began working with partnerships or collaborations?
One of the most eye-opening moments came when we launched our Founders’ Box. We expected excitement, but what we saw was something deeper: affiliates using their creativity, networks, and communities in ways we never could have scripted. That collaboration wasn’t orchestrated from the top — it was built at the edges. It reminded me that some of the most powerful partnerships aren’t with corporations; they’re with individuals who bring trust and authenticity to everything they do.
You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
- Curiosity. I’ve never stopped asking “why not?” When we first developed Bioactive Precision Peptides™, it wasn’t obvious how they’d fit into the market. Curiosity drove us to experiment, educate, and ultimately establish a whole new category.
- Resilience. MAKE faced serious tech challenges in our first year, and most companies would have buckled. Instead, we rebuilt stronger. That resilience helped us scale to over 100,000 customers and affiliates in record time.
- Empathy. Every decision I make runs through a filter: “Will this make life easier and more rewarding for our affiliates?” That empathy has helped us build not just products, but a culture people want to be part of.
What does a “strategic partnership” mean to you, and why do you think it’s such an essential part of sales growth today?
Strategic partnerships are about alignment. Shared values, shared goals, and the belief that growth happens faster together than apart. In a world where speed, trust, and authenticity matter more than ever, no company can thrive in isolation. Partnerships are how you build reach and resilience.
How do you go about identifying potential partners that align with your business goals?
I look for three things: cultural alignment, complementary strengths, and scalability. If a partner doesn’t share our values of trust, transparency, and purpose, it’s a non-starter. From there, I look for what they bring that we don’t. And finally, I ask: can this scale without breaking the foundation?
What steps do you take to build trust and ensure that a partnership will be mutually beneficial for both sides?
Trust starts with transparency. We put everything on the table — the good and the bad. We don’t exaggerate successes to sound better, and we don’t sugarcoat issues. If there’s a challenge, our partners hear it directly from us, along with how we’re addressing it.
From there, it’s about consistency and follow-through. A contract won’t build trust — showing up and doing what you said you’d do will. And at the core, we treat partners the way we’d want to be treated: with honesty, respect, and fairness.
Can you share a specific example of a strategic partnership you were involved in? How did it come about, and what impact did it have on your business?
At MAKE Wellness, the most powerful example isn’t one single partnership, but the ecosystem we’ve built. We’ve aligned world-class scientists, technology partners using machine learning, manufacturers who can scale clean-label innovation, premium packaging suppliers, and of course, our affiliates who bring it all to market. None of those pieces could succeed in isolation. Together, they’ve created a model that’s not just innovative but truly scalable. That’s what a real strategic partnership looks like.
What role does communication play in maintaining a strong, long-lasting partnership?
Communication is the glue. At MAKE, we over-communicate — weekly updates, collaborative platforms, and open lines with our affiliates and partners. But most importantly, we don’t just communicate the wins. We’re honest about challenges. That’s how you build trust that lasts.
Please share your “5 Steps to Create Strategic Partnerships That Drive Sales Growth”.
- Anchor in shared values. Without cultural alignment, no contract will save the relationship.
- Blend expertise. Growth happens when each side brings something unique — whether that’s science, technology, distribution, or influence.
- Start small, prove trust. Run a pilot, measure results, and prove you can deliver for each other before scaling big.
- Empower affiliates. Don’t keep partnerships locked at the corporate level — activate affiliates as true partners in the process. That’s where growth multiplies.
- Measure and recalibrate. Sales lift, retention, engagement — track the data and adjust together. The best partnerships evolve with the business, not against it.
What advice would you give to smaller companies or startups?
Start with authenticity. Don’t chase the biggest logo — chase the best fit. Some of the most powerful partnerships come from startups working together or micro-communities who already carry trust. Build credibility one relationship at a time.
How do you handle challenges or conflicts in a partnership?
Directly and quickly. Avoidance only breeds mistrust. We put the issue on the table, search for common ground, and move forward with clarity.
Can you share a surprising or unexpected lesson you learned from a past partnership?
Choosing the right partner is everything. The good ones rise and fall with you. The wrong ones can slow growth, fracture culture, and damage reputation. I’ve learned to be disciplined about alignment because a bad partnership can set you back years.
What trends are you seeing in how businesses approach strategic partnerships, and how will this evolve?
The big shift is decentralization. It’s no longer about Fortune 500 exclusivity. The future belongs to companies that empower individuals — affiliates, influencers, micro-communities — to act as true partners. That’s “partnership at scale.” My call to action: stop chasing top-down deals and start building outward with the people already driving culture and commerce.
In your opinion, how do strategic partnerships impact not just sales, but reputation and long-term growth?
They’re inseparable. Partnerships shape how customers see you, how investors evaluate you, and how employees and affiliates feel about being part of your mission. Done right, they don’t just drive sales — they build enduring trust.
You are a person of great influence. If you could start a movement that would inspire more companies to embrace collaboration and partnerships, what would that be?
I’d start a movement that blends personal and professional development. One of the most valuable things modern affiliate marketing has shown us is that leadership principles aren’t just business tools — they’re life tools. Imagine if more companies saw partnerships not just as sales drivers, but as opportunities to help people grow as leaders, parents, and community builders. That’s how you build movements that endure beyond the transaction.
How can our readers further follow you online?
You can follow me on LinkedIn for updates on leadership, branding, and wellness innovation. And of course, you can learn more about MAKE Wellness at makewellness.com.
This was great. Thank you so much for the time you spent sharing with us.
About the Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Winning Together: Robert Finigan of MAKE Wellness On How Strategic Partnerships Can Unlock New… was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.