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Bridging the Gap: Science, Scripture, and Stewardship
Mainstream health conversations often focus heavily on external metrics and rigid formulas that leave people feeling overwhelmed. At the same time, thousands of ministry leaders and believers across the country are quietly running on empty, struggling with exhaustion and burnout as they try to serve their families and callings.
Holy Health was born out of a heart to see God’s people restored.
“Everybody talks about physical, mental, and spiritual health. Justin and Alyse wanted to be the ones who finally connected those dots.”
The movement grew out of a partnership between husband-and-wife duo Justin and Alyse Roethlingshoefer. Alyse spent years leading high-level marketing and international sales as an executive for luxury fashion brand Christian Louboutin, while Justin was a former NHL athletic trainer with a deeply personal health story.
Growing up in Canada, Justin wrestled with his weight as a young kid, navigating early frustrations with a medical system that offered few real answers. Driven to transform his body, he swung to the opposite extreme, falling into severe cycles with food and eating disorders during his youth. Overcoming those battles shaped his understanding of physical recovery and performance, eventually leading him to coach elite athletes in the NHL.
After Justin surrendered his life to Christ, he and Alyse set out to do what few others had: connect the dots between physical, mental, and spiritual health for the church. The result was Holy Health: a faith-based path that helps believers realign body, mind, and spirit with God’s design, through daily habits practiced as an act of worship.
When Justin and Alyse were ready to take Holy Health from a personal passion to a nationwide movement, they partnered with Sonder to help build the strategy and infrastructure behind it.
Marketing the Movement: A Faith Based Health Marketing Strategy
From the start, Holy Health had two audiences: pastors and churches on an organizational level (B2B), and individual believers on their personal health journeys (B2C). The real challenge wasn’t defining who to serve, but building distinct strategies for each audience that still funneled into one shared invitation: the Holy Health Virtual Summit.
Rather than asking cold audiences to enroll right away, Sonder led with a service-first strategy. Every front-end marketing push, from story-driven ads to partner asset kits, was designed to make the initial virtual summit registration feel warm, low-friction, and valuable.
Serving the Local Church (B2B): To minister to pastors running on empty, early efforts focused on the theological case for health. Sonder built a nurture email sequence offering pastors free resources on sleep science, cellular recovery, and biblical stewardship, building trust before ever asking for a sign-up. Leads captured at events like Exponential Conference fed directly into this sequence, turning conference-floor conversations into personalized follow-ups. The trust came first, before Holy Health Academy and Holy Health Groups were ever introduced.
Encouraging the Individual Believer (B2C): For everyday Christians seeking personal renewal, story-led testimonies invited them to the free summit. From there, attendees naturally moved into Holy Health Academy, a 12-week transformation journey combining biblically rooted health coaching, expert masterclasses, interactive rhythms, and daily app support.
Relational Outreach: A Value-First Email Strategy
In health and wellness, traditional approaches can easily lean on high pressure, strict perfectionism, and guilt. Holy Health President Cody Jefferson laid down a foundational rule for the brand from day one:
“Accountability that you didn’t ask for feels like a threat.”
Instead of pushy sales pitches or manufactured urgency, Sonder collaborated directly with Justin to write hundreds of personal, relational emails. The process was hands-on: Justin penned raw bullet points and personal narrative drafts, while Sonder sculpted the copy with soft, organic calls-to-action. Before asking anyone to adopt a curriculum or join a program, the emails focused on serving believers first with free encouragement, ranging from daily rhythm guides and biblical nutrition frameworks to short devotionals and prayer prompts.
Fixing the Engine: HubSpot Audit & System Unification
When Holy Health first approached Sonder, they already had a HubSpot account and basic tools in place. But like many organizations setting up a CRM without dedicated support, their tech stack was starting to fragment behind the scenes.
Sonder performed a complete audit of Holy Health’s digital ecosystem and uncovered critical operational disconnects:
- In-app sales conversions weren’t syncing with customer profiles in HubSpot.
- Conversions from Facebook paid ads were dropping tracking data before hitting the CRM.
- Squarespace web store purchases weren’t communicating with back-end email marketing lists.
“People always ask if we’re the kind of agency that just finds everything that’s wrong and tells you what to do, or if we actually fix it. We fixed it.”
Sonder went beyond identifying the friction; they built the fix, re-architecting Holy Health’s CRM infrastructure so Squarespace, paid ad channels, and the custom app all fed into one connected system.
Ahead of the national Exponential Conference, Sonder built custom UTM lead-capture forms feeding directly into automated, targeted summit invite and nurture campaigns. When Holy Health leaders connected with pastors on the conference floor, leads were captured effortlessly and dropped into personalized follow-up sequences.
Empowering Brand Advocates
Holy Health had built real relationships with prominent leaders across ministry, worship, and wellness, including worship artists Brandon Lake and Phil Wickham, pastor Mac Lake, Rich & DawnChere Wilkerson (VOUS Church), and health experts Dr. Daniel Pompa and Ben Azadi.
To turn those relationships into summit registrations while keeping every partnership genuine, Sonder built a structured framework:
- Tiered Partner Framework: Categorizing partners into affiliate, influencer, and ambassador tiers to deliver appropriate resources and expectations for each level of involvement.
- Plug-and-Play Asset Hub: A dedicated online toolkit equipped with customized social media graphics, pre-written email copy, custom QR codes, and personalized UTM tracking links driving to the summit registration page.
- Storytelling Over Shoutouts: Ad creative focused on raw, personal stories, such as how Brandon Lake maintained physical and spiritual health while on grueling multi-month tours away from his family.
High-Impact Launch: The Holy Health Virtual Summit
As the centerpiece of the entire launch, the Holy Health Virtual Summit served as both the primary brand introduction and the gathering space for everything that came after it.
Story-Driven Paid Media: Sonder developed story-centric ad creative for Meta directed entirely at driving summit signups, leveraging lookalike audiences built from Holy Health’s core database. Holy Health set an initial goal of a $100 customer acquisition cost (CAC) per summit registrant. By systematically optimizing ad sets week over week, Sonder drove that number down to under $1 per registration, beating the original target by roughly 100x.
Massive Scale: The combined paid ad strategy and partner asset push generated over 4,500 summit registrants.
Stream Hosting & Content Repurposing: Sonder managed stream hosting in Vimeo during the live summit and repurposed keynote sessions from Holy Health’s speaker lineup into ongoing lead-magnet content for post-summit nurture campaigns.
Landing Pages Built for the Handoff: Sonder refined holyhealth.org and built custom landing pages to both drive summit signups and for the handoff afterward. From there, attendees could request a church partnership demo for Holy Health Groups, or step into full personal renewal through the Holy Health Academy.
Beyond the Metrics: Kingdom Impact
For the team at Sonder, working with Holy Health wasn’t just about performance metrics or low ad costs.
“This was the archetype of a Sonder client partnership. Yes, they needed marketing to generate revenue and support their team, but at the end of the day, it was all about creating real Kingdom impact.”
In kingdom-building work, data only tells half the story. While Sonder tracked every conversion, click, and CRM workflow from top to bottom, the ultimate indicator of success remains what Sonder calls the Kingdom Metric: leaving space for genuine life transformation. Pastors reported renewed energy in their marriages, everyday Christians found freedom from burnout, and congregations began approaching physical health as a joyful act of worship.
All of this, from the CRM rebuild to the national summit to a community that grew from a couple hundred contacts to over 5,000, took shape in under a year, from Sonder’s first conversation with Holy Health in late 2025 through launch in 2026. Sonder built the infrastructure. The transformation that followed was God’s.
To learn more about Holy Health, check out their website HERE.
To explore more of Sonder’s work, browse our full library of marketing case studies HERE.
