Mike Forbes

Mike Forbes currently serves as Executive Vice President and Chief Strategy Officer of The Vitamin Shoppe. In this role, Mr. Forbes leads enterprise-wide strategy and long-term growth planning, with a focus on digital acceleration, innovation, and organizational transformation. His responsibilities encompass digital commerce, performance marketing, customer loyalty, new business development, and strategic partnerships, including mergers and acquisitions.

Mr. Forbes has more than 20 years of leadership experience in the retail and consumer packaged goods sectors. He previously served as Co-CEO of MaryRuth Organics, where he led the fast-growing vitamin and supplements company to record revenue and profitability. Before that, as CEO of Alter Eco Foods, Mr. Forbes revitalized the organic chocolate company’s operations and brand, earning industry accolades including “Game Changer” by Food & Wine magazine and “Best and Brightest Places to Work” in San Francisco. He also served as CEO of Safely, the eco-conscious cleaning brand founded by Kris Jenner and Emma Grede, where he scaled digital marketing and achieved key sustainability certifications.

Earlier in his career, Mr. Forbes was instrumental in growing California Olive Ranch from a startup into one of the top-selling olive oil brands in the U.S., ultimately rising to Executive Vice President and General Manager. He began his professional journey at McKinsey, advising leading consumer and retail companies, and held brand leadership roles at Jim Beam, Procter & Gamble, and General Mills.

Outside of his professional roles, Mr. Forbes is actively involved in supporting wellness-focused companies and communities, serving on the boards of Beyond Good and BrightPet.

Mr. Forbes holds a Bachelor of Business Administration with Honors from the University of Wisconsin-Madison and an MBA from Harvard Business School.