Matt Williams created the FroPro Snack Bar because he needed FroPro — biking around Florida, he was looking for nutritious snacks that kept him active, sustained, and engaged.
And as he made the product, he also made conscious choices around how it would exist: it's deeply rooted in his recovery story, and was built around community and transparency instead of money and marketing sheen.
That's the sort of wellness brand to buy into: one that doesn't just have a mission, but builds everything they do around it. Matt doesn't see FroPro as a business opportunity — it's an ongoing life practice.
Key Takeaways
• When you buy based on values, you're supporting practices you believe in
• Sustainable wellness adapts to your life, not the other way around
• Real community comes from transparency and physical connection
What You're Actually Buying
Wellness products can advertise any number of ingredients or features, but that shouldn't be the only reason you pick one. Products that are really rooted in wellness have something to say, including stories, communities, and values.
Think of it this way: your spending decisions can directly support these brands and communities.
Your wellness choices reflect your values, not just your health goals.
Matt's FroPro was developed as a result of his recovery: "The only way this has happened is because I'm sober," he says. FroPro evolved as he channeled his energy not just into creating the product itself but building a community around it.
"I never thought of my recovery as a business," Matt says. "My recovery was just my life — trying to figure out my life again."
When he sees a wellness product without a clear meaning or reason, he asks: "Where's the story? Where's the journey? Where's the love?"
That's what he's always looking for.
What Real Community Looks Like
Most wellness brands talk about community, but what do they actually deliver? What do they deliver more than clickbait and social copy?
When a brand's making a real impact, and building connections, you'll be able to see that in real connections and physical spaces, not just online engagement.
It's a level of connection you should expect.
At FroPro, Matt invites community members into their production space, which includes an in-house kitchen where they manufacture the bars — full transparency into the bars and what goes into them.
His mission also comes through in hiring initiatives. Matt makes a point to help people in their own sobriety journeys, offering roles at FroPro so they can start over just like he did.
Wellness That Adapts to You — Not the Other Way Around
You're balancing enough, between work, family, and your health — your wellness solutions don't need to be complicated.
Matt believes in sustainable wellness: routines that adapt to your schedule, not hard rules that create more stress.
As part of his recovery lifestyle, Matt personally wakes up around 4AM, and starts his day "with the things that help me stay sober, whether it's praying, meditating, journaling, breathing, or cold plunging."
Of course, not every day can look like that. And flexibility is key.
Maybe he wakes up earlier, or trims some time off the journaling. Maybe he redirects some unspent energy into playing sports with a friend.
It's not about being perfect in your practice. Matt's approach to wellness is flexible and sustainable so, when life gets in the way, you can keep practicing — values reflected in his operations at FroPro.
Why Transparency Matters
You want to trust the brands you support — after all, you're putting your health in their hands. Matt's commitment to transparency helps FroPro stand out. That doesn't just mean letting people into the production space. It also means welcoming criticism and admitting mistakes.
Matt takes full responsibility for any issues at FroPro: "We see everything that goes into our product, and we ship everything out ourselves. There is no one in between, so if there is something wrong, that stops with us."
When they dealt with a product-shipping issue, Matt owned up right away — and made things right with refunds and apologies.
"The buck stops here, right?" Matt asks. "We accept all feedback, all critiques, all successes."
When they're transparent, they're easier to trust with your health and as a community leader.
Why Supporting Authentic Brands Aligns with Your Values
What you buy reflects your personal values and the kind of community you want to support. Matt thinks of values-driven wellness leadership as a relationship.
That's why, when another company peaks then sells, he reminds himself that that's not FroPro's goal.
The goal is fostering a long-term community.
The goal is being Team Human — a term coined by his brother Rob Williams. Simply put, it's about helping and caring for one another in a way that helps everyone get stronger.
Support and community are the leading values; when you're spending, that's the sort of business practice you can look out for and support.
Principles for Even Better Wellness
- Choices = values: Your personal beliefs factor into what you buy, and that's why it's important to be informed about what brands claim and do
- Picking products that serve your lifestyle: You want to buy things that make your life easier, not more complicated
- Real community adds value: Physical spaces and genuine relationships provide more value than social media does
- Long-term thinking matters: Brands focused on lasting relationships will grow with you, and stick around
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A Stanley Cup Champ Shares Why Health Is a Team Sport