Herman-Scheer

Chief Creative Officer

Herman-Scheer is a branding agency in Venice, CA that helps entrepreneurs come to market.

Co-Founder

AIGA Los Angeles

Advisory Board Member

Member

The University of Arizona

Graphic Designer

Point to Point, Inc.

- Creating and developing case studies for their finished B2B projects.
- Sitting in on creative briefs for new projects
- Participate in brainstorming sessions with copy and creative director.

Intern

Building and evolving brands

Hi, I'm John, Chief Creative Officer at Herman-Scheer, a strategic and creative brand consultancy. We believe the businesses that prioritize connection over transaction are the ones that succeed. 

Since 2010, Herman-Scheer has helped change the way businesses make people feel. We have big heart and daring instincts. A sunny disposition and assertive gait. 

I consider myself a people-people kind of person, enamored by how brands connect to people and how people connect to brands. I love working with businesses that—put simply—keep people healthy and happy.

My career journey has been about embracing the idea that friction makes fire. 

I believe in mixing the intuitive and familiar with the audacious and novel, creating a healthy tension to captivate and engage. This friction, this interplay of ideas, is where I believe brands find their true voice and distinctive edge.

Alongside Chapin, (The Herman to my Scheer), we’ve built an agency with a strong POV: great health and self-care brands create narratives and identities aimed at changing behaviors—experiences so compelling that customers stick with a product or service even before they see the tangible benefits.

If you're in the wellness industry looking to evolve your brand toward lasting impact, let’s talk shop.

Feel free to reach out here or email me at john@herman-scheer.com.

John Scheer

Over the last 5 years or so...I was basically the poster child for coastal-elite wellness.

I bought groceries from Erewhon.
I worked out and did contrast therapy at HUME.
I took long rucking-vest walks on Venice Beach...

I optimized everything I could, from experimenting with various hydration mixes to monitoring my HRV, all the way to waiting 90 minutes before drinking my first sip of caffeine (debunked?).  

So when I decided to move my family to the suburbs of Northeast Ohio, the assumption was…well, that I was leaving all that behind...

I was going from the epicenter of wellbeing in L.A. to the land of ranch dressing and fluorescent lighting. 

But after living here since August, I’ve realized the delta isn’t nearly as big as you’d think.

I see women walking around with weighted vests, power walking through their neighborhoods.
I overhear people talking about their sleep scores, protein goals, and recovery routines.
The grocery stores are full of grass-fed butter, air-chilled poultry, and organic, better-for-you options everywhere you look.

And the infrastructure is catching up fast, too:

Boutique studios are popping up, offering classes such as Lagree, reformer Pilates, and private strength training.

Wellness-focused franchises with IV drips, Cryo, and IR saunas are popping up all around.
 
Even preventative private medical practices and early-detection clinics are starting to take root here.

There's still a lot of fluorescent lighting and deep-fried buttersticks, but it's definitely changing.

People everywhere want to feel well, age well, and live with a little more energy and agency. Or as my client, Rich Joseph, MD, MBA, calls it - #Capacity.

Moving from Venice to Cleveland showed me something important:

"Wellness" isn’t coastal anymore.
It’s cultural.
And it’s spreading in ways that are probably going to surprise a lot of people in the next decade.

Perhaps the next great wave of health innovation won’t come from California —
But from places like this... 

Let's do it.

Building and transforming the brands that make generations healthier.

Every time I see a new doctor, I get asked the same two lifestyle questions:

Do you smoke?
How many alcoholic drinks per week?

That’s it...

MaYbE it’s time to upgrade the intake form...

How about:

How many hours of sleep are you getting?
How much sugar are you consuming daily?
How many steps or minutes of movement do you get each day?
How often are you breathing in artificial fragrance in non-ventilated spaces? (Be cool with those pumpkin spice candle, ya'll)
How many hours a day do you spend staring at a screen?
How connected do you feel to the people around you?

The reality is, our biggest health risks aren’t simply cigarettes and alcohol anymore, and the effects of those are now widely known and understood — now it's chronic stress, poor sleep, processed foods, sedentary routines, and a constant exposure to chemicals and noise our bodies were never designed to handle.

If healthcare wants to stay relevant, it needs to start asking the questions that actually reflect modern life.

Because prevention starts with context, and right now, the system isn't asking nearly enough...

Here’s a glimpse into the next chapter of where I believe health & wellness tech is headed...

It’s called OHM. 

It's a beautifully designed table lamp that helps you regulate your breath through light, rhythm, and touch.

I met the founder, James McGoff, a few weeks ago at The Assembly, and got to give it a try!

Here’s how it works:

It’s a weighted stone that fits naturally in your hand. (and its deliciously warm)

Inside, sensors track your heart rate and breathing.

As you sync your breath to the light pattern of the lamp, the lamp slowly turns blue.

When your heart and breath are in alignment, your body shifts into parasympathetic mode. 

...lowering cortisol, improving vagal tone, and signaling safety to your nervous system.

It doubles as a soothing sound machine and a table lamp, specifically designed to be used without an app, screen, or data dashboard.

Just light, sound, and feedback - the kind your body actually understands.

For years, wellness tech has been built around tracking and optimizing with more and more metrics, and frankly, more angst to it...

I'm hoping this next wave will be quieter:

Tools that tune your physiology, not quantify it.
Devices that calm the body before they ever ask for your attention
Design that blends seamlessly (and beautifully) into your environment, and your biology

OHM is one of the first I’ve seen do it. What have you seen?

When I was a 17 y/o senior in high school, our whole class got to do what was called a senior project, a month or so of real-world experience before graduation. 

I chose to intern at an advertising agency called Point To Point. 

I had two assignments while I was there...

The first was scanning all of their print ads from magazines into a digital database - tedious but oddly satisfying...

The second challenge was to select an ad from any magazine and come up with three alternative ideas that were better than what went to print, then pitch them to the entire agency.

I found a boring ad for a Cobra radar detector and gave it a shot...

I spent at least two weeks sketching my ideas onto paper, doing my best to illustrate, write, and learn Photoshop well enough to make it look as legit as possible...

Fast forward 20 years and Nano Banana Pro comes out...

As a way to learn and experiment with it, I decided to recreate my senior project.

It took me about 7.5 minutes to do, and in stark contrast to my shitty high school drawings, well...thumb through the carousel. 

Still processing what this all means, but the gap between idea and reality is becoming smaller and smaller...

Nano Banana Pro Test

BowFlex Inc.

16+ years of creative leadership, brand, and performance marketing experience in health and wellness, managing 100+ employees at BowFlex, growing annual revenue 4X from $150 million to $650 million+.

❖Leadership: 13+ years of experience hiring and managing 100+ employees across internal, freelance, agency, and production; 4 internal hires developing from JR to Senior/Director roles. 

❖ Executive Producer: led in-house agency, translating complex multi-disciplinary projects, executing 3-5 major photo and video productions per year, and delivering thousands of assets and hundreds of design requests across product and software brands to surpass business goals and objectives. 

❖ Process and Project Management: restructured the internal creative team, growing from 1 to 8, implementing a new project management workflow and asset management system, doubling YoY annual creative output, and delivering hundreds of global assets across all company brands.

❖ Branding: repositioned the company’s highest revenue brand, BowFlex, to target a new high-value customer and completed a full global rebrand, resulting in 2X revenues and new customer traffic in less than 2 months of going live.

❖ Marketing GTM: 10+ years of experience overseeing all multi-channel consumer touchpoints of every product launch, TV, organic and paid social, digital video advertising, ecommerce, email, and retail. 

❖ Social Media: oversaw the growth of over 1.5M social followers, including building the largest YouTube subscriber base by a home fitness brand (925K+) with an insights-led content production strategy, consumer stories, and influencers.

❖ SaaS: Grew JRNY fitness app membership of 650K+, with over 50% growth YoY by concepting highly differentiated and compelling creative grounded in industry-first data-led positioning and messaging.

Creative Production and Brand Marketing Director

❖Reporting to the Sr. Marketing Director, I drove awareness and growth of the most critical business metrics and revenue to the highest point in a decade ($400 million) while doubling our internal team to 8 and establishing a creative agency team structure to execute all company global creative across campaigns, TV, social, digital video advertising, ecommerce, email, and retail.  

❖ Beat sales forecast by 480% and reached $100 million+ in year one by launching the Max Trainer with key trends and consumer data (the product lineup continues to sell for over 10 years). 

❖ Oversaw the growth of 1.5 million+ social followers and created the largest YouTube subscriber base of any home fitness equipment brand: 925K+ with an insights-led content production strategy.

❖ Managed annual creative budgets from $1 million to $5 million, delivering KPI goal-beating assets with compelling customer storytelling, which increased the lead pool by 50% over two years.

Senior Creative Marketing Manager

❖Reporting to the Marketing Director, I led a restructuring of the Creative team, starting with just one designer. The department was previously run by the CMO and had a total staff of 8 employees.

❖Established foundation for the internal creative team, expanding to 3 designers while implementing a new project management workflow and asset management system, leading to doubling YoY annual creative output, delivering hundreds of global assets across all company brands. 

❖Led mobile marketing programs and doubled new mobile website leads just 6 months after launching the first mobile e-commerce experience across 10 brand sites. 

❖ Sought vacant Affiliate Manager role and achieved 525% growth to $25 million annually over two years with content strategies, deep relationships, and a category-leading affiliate marketing program.

Product Marketing Manager

❖Increased sales conversion by 20%, contributing over $15 million for new Direct-to-Consumer leads by digitizing direct mail and traditional print marketing. 

❖Managed all promotional forecasting and planning for $100 million+ annual DTC business. 

❖Identified operational efficiencies for printing and shipping that saved $3 million in one fiscal year.

Senior Brand Marketing Specialist

Hi, I’m Michael.

I am a Creative and Brand Marketing Leader with over 13 years of experience in health and wellness. I was pivotal in growing Nautilus/BowFlex annual revenues from $150 million to over $650 million. I have crafted and executed marketing strategies for the company’s most critical initiatives and campaigns. My leadership spans the hiring and direction of over 100+ employees across internal, freelance, agency, and production; 4 internal hires developing from JR to Senior/Director roles.  

I excel in driving impactful marketing initiatives across all consumer touchpoints, from product launches and rebrands to television and social media—both organic and paid—digital video advertising, e-commerce, email, and print. My ability to differentiate brands through dynamic multi-channel marketing strategies is complemented by my use of consumer data to make informed decisions and optimize marketing performance.

Why hire me? I’ve built a career on solving the problems no one else could. I inspire change. I utilize insights to unlock solutions for customers. I lead and challenge my teams to achieve what they never thought possible. I bring excitement and hope to everyone around me. 

I'm exploring opportunities for my next role and would love to connect. Please reach out here on LinkedIn or also see:

HeyMichaelRobinson.com (My Portfolio)
HeyMichaelRobinson@gmail.com (My Email)

Let’s get to work.

Michael

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