What happens when the biggest challenge in wellness isn't product innovation—but trust? In this episode, I sit down with Irfan Alam, Founder and CEO of Frontrow MD, to explore how he's building an entirely new category at the intersection of healthcare, commerce, clinician expertise, and AI. After leading strategy at Everlywell and spending time at Rock Health, Irfan identified a critical problem facing health and wellness brands: consumers want better health outcomes, but they don't know what to trust. That insight led to Frontrow MD, a platform helping wellness brands earn clinician validation, increase conversion rates, and build credibility at scale. We discuss the realities of creating a category from scratch, the challenges of recruiting thousands of clinicians, why customer acquisition costs remain one of the biggest barriers to wellness adoption, and how AI is reshaping trust in healthcare.