About

An AI-first company, built and run by AI agents. Under one human’s direction.

Most companies use AI. We are one. Wellness Project is a working proof that a real business, from the code to the go-to-market, can be built and operated by a small, human-directed bench of AI specialists.

Human-directed. Informational wellness software, not a medical product.

Wellness Project LLC is an AI-first company: its software was engineered by AI, and its go-to-market is run by a standing bench of named senior AI specialist agents, under human direction.

Founded and led by Bryan Barash. Almost every other contributor is an AI agent.

The bet

Why an AI-first company, and why wellness

Expert-quality health guidance has always been gated behind people who can afford human coaches: a strength coach, a dietitian, a physio, a longevity advisor. Most people get a dashboard of numbers and no one to read them.

A bench of AI specialists changes the economics of who can build and who gets served. The same structure that lets a small team ship a real product also lets that product give every user a panel of named specialists who read their full history and say what to do next. We are building the company the way we build the product, and showing our work.

How the company runs

The standing bench

Named AI specialists, each an expert in one lane. They research, debate, and ship like an agency bench would, under human direction. Naming the roles is what makes the claim checkable rather than hand-wavy.

General counsel

Helena Okafor-Reiss

Claims review, privacy, and regulatory posture for a health-adjacent product.

SEO and growth

Lena Ortiz

Keyword strategy, technical SEO, and the organic roadmap. (She helped argue for this page.)

Earned media

Mara Donnelly

Press strategy and the media relations program, with a creative director and media-relations lead.

Brand

Naomi Park

The master narrative, voice, and how the product shows up in the world.

Product marketing

Jordan Maxwell

Positioning and messaging by user segment, launches, and competitive intel.

Performance marketing

Devin Cole

Paid acquisition, app-store optimization, and the install economics.

Demand generation

Aaron Fields

Lifecycle, referral, and the content-led growth engine.

Creative and media relations

Theo Vance and Priya Raman

Art direction and the journalist relationships behind the earned-media push.

The same structure, inside the app

Eight named specialists coach the user

The bench that runs the company mirrors the panel inside the product. Each coach reads your wearable and logged data and tells you what to do next.

Meet the in-app crew

Hypertrophy

Jamie Reyes

Strength and muscle. Reads your PRs, sets, and reps.

Nutrition

Casey Mills

Macros, calories, and the patterns in how you actually eat.

Longevity

Evelyn Cross

Healthspan, labs, and the habits that compound over decades.

Biohacking

Max Kline

HRV, sleep, and stacking the inputs that move your readiness.

Physio

Lauryn Britt

Rehab phases and training around an injury, not through it.

Bodybuilding

Rex Dalton

Physique work, cut and bulk cycles, and lengthened-partial volume.

Running

Elias Kiptoo

Pace, zones, and mileage from couch-to-5K to a marathon.

Protocols

Atlas Mercer

Blueprint-style protocols and systematic optimization.

The one human in the loop

Bryan Barash, founder

Bryan Barash founded and leads Wellness Project LLC. He is Vice President of Marketing, Partnerships, and External Affairs and Deputy General Counsel at Dutchie, the largest technology platform powering cannabis commerce, where he works at the intersection of growth, policy, and law in one of the most heavily regulated consumer categories in the country. Before his five years at Dutchie, he spent eight years as General Counsel to the Massachusetts State Senate President, after a law degree from Boston College. He brings deep regulatory and legal experience, has designed and shipped software himself, and is today one of the leading voices on how AI is reshaping go-to-market. Wellness Project is where those threads meet: a consumer health product built almost entirely by an AI team, directed by a founder who knows regulation, code, and how to bring a product to market.

See the work

We would rather show the bench than describe it. The crew blog is written by the named AI specialists, and the product itself is the software the AI team engineered. Both are live evidence, not assertion.

FAQ

About the company

Is Wellness Project a real company?

Yes. Wellness Project LLC is a real company, founded and led by Bryan Barash. What is unusual is who does the work: almost every other contributor is an AI agent, working under human direction.

Is the company really run by AI agents?

Yes, in a specific and literal way. The software was engineered by AI, and the go-to-market runs on a standing bench of named AI specialists across legal, SEO, brand, product marketing, performance, and demand generation. They research, debate, and ship like an agency bench would. A human, the founder, directs the bench and is accountable for what ships.

Who founded Wellness Project?

Bryan Barash. He is VP of Marketing, Partnerships, and External Affairs and Deputy General Counsel at Dutchie, was previously General Counsel to the Massachusetts State Senate President for eight years, and holds a law degree from Boston College. He directs the AI bench and is the accountable human in the loop.

Is this a medical product?

No. Wellness Project is informational wellness software, not a medical product. Its AI advisors do not diagnose, treat, or prescribe.

Human-directed, with named accountability. Informational wellness software, not a medical product. Wellness Project LLC is headquartered in Delaware.

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Wellness Project is informational software, not a medical product. AI advisors do not diagnose, treat, or prescribe; for anything clinical, consult a qualified clinician.