Function's B2B2C distribution channels

These deals show Function is turning a consumer lab subscription into an embedded health benefit. Instead of buying every member one ad click at a time, Function gets placed inside products that already have trusted distribution, like athlete associations, insurers, gyms, and employer benefits brokers. That shifts customer acquisition from expensive retail marketing toward channel partners that bundle, subsidize, or recommend the membership at the point where people already make health and wellness decisions.1 2 3 4 5 6

• The partners sit in very different buying moments. NBPA puts Function in front of active and retired players as a performance and health tracking tool. John Hancock puts it inside a life insurance wellness program. Equinox uses it inside a premium fitness membership and women’s program. Higginbotham brings it into employer benefits shopping.1 2 3 4 5 6
• This matters because each channel changes who pays and who sells. Equinox advertises a discounted first year at $249. Higginbotham lists Function at $334 annually in an employer well being context. John Hancock describes access as subsidized for eligible Vitality PLUS members. Function can keep consumer style pricing while letting a partner absorb part of the acquisition cost.2 3 4 5 6
• Compared with a pure D2C health product, this makes demand more durable. A gym chain, insurer, or benefits broker can push Function through email, onboarding, coaches, and HR enrollment flows that already exist. That is the same basic B2B2C playbook used across digital health, where institutional channels lower churn risk and reduce reliance on paid social.5 6 7

The next step is for Function to become the diagnostics layer inside more benefits and performance programs, not just a standalone membership. If more partners package blood testing with coaching, insurance rewards, or workplace wellness budgets, Function can grow like a consumer brand on the surface while increasingly distributing like enterprise health infrastructure underneath.2 3 4 5 6 7