Founder & Supplement Specialist

Meet
Dave

Nineteen years ago, Dave set out to do something simple: give people honest answers about supplements. No jargon, no upsells — just real guidance from someone who's done the research and takes the products himself.

19
YEARS OF EXPERTISE
4.9★
GOOGLE RATING
107+
FIVE-STAR REVIEWS
Come say hi →
Dave at Embrace Wellness
★★★★★
107 Google Reviews Middleton, Wisconsin · Since 2006
Dave and his family

"The reason I do this every day."

— Dave, Founder

The story behind the store

Built on real conversations

Dave didn't start Embrace Wellness to sell supplements. He started it because he was tired of people being misled — buying things that didn't work, in doses that didn't matter, for problems that actually had good solutions.

After nearly two decades in the industry, he's become one of the most trusted voices in natural wellness in the Midwest. Customers drive from Madison, Waukesha, and beyond just to sit across from him and talk through what they're dealing with.

When you walk into the store, you're not getting a commission-driven pitch. You're getting Dave — the same guy who researches every product he carries, who reads the clinical literature, and who won't stock something he wouldn't give to his own family.

That's not marketing. That's just how he was raised.

What Dave believes

The Embrace Wellness difference

🔬
Evidence first

Dave reads the studies. Every brand in the store earns its spot through clinical data, not marketing budgets. If the research doesn't hold up, it doesn't make the shelf.

🤝
No upsells, ever

Dave's reputation is built on trust. He'll tell you when you don't need something, recommend the lower-cost option, or send you to a doctor when that's the right call. Honesty over sales, always.

🌿
He takes what he sells

Every product on the shelf is something Dave has personally vetted and uses himself. If he doesn't believe in it enough to take it, it doesn't belong in the store.

🗺️
Rooted in Middleton

Embrace Wellness is a local store serving a local community. Dave knows his customers by name, remembers what they're working on, and genuinely cares about the outcomes.

💬
Time to actually listen

No 30-second checkout consultations here. Dave believes getting your wellness right means understanding the full picture — sleep, stress, diet, lifestyle. He takes the time.

👨‍👩‍👦
Family perspective

As a husband and father, Dave thinks about wellness holistically. The same care he puts into his own family's health is exactly what he brings to every person who walks through the door.

Two decades in the making

Dave's journey

2006
THE BEGINNING
Embrace Wellness opens in Middleton

Dave opens the doors on Murphy Drive with a simple mission: give the Middleton community access to quality supplements and the guidance to actually use them effectively.

2010
BUILDING THE BRAND
Word-of-mouth growth across Wisconsin

Customers start driving from Madison, Waukesha, and beyond. Dave builds a reputation as the person who gives you the straight answer, not the profitable one.

2016
A DECADE IN
10 years, 1,000s of conversations

By year ten, Dave has guided thousands of customers through stress, sleep challenges, inflammation, hormonal shifts, and everything in between. The expertise compounds.

NOW
TODAY
4.9 stars, still personally in the store

Nearly 20 years later, Dave is still the one behind the counter. Still reading the research. Still taking the products. Still giving the same honest advice that built everything.

"I've been here almost twenty years because the conversation never gets old. Every person who comes through that door is dealing with something real, and I get to help. That's a pretty good job." — DAVE, EMBRACE WELLNESS FOUNDER

Come meet Dave

In the store, not behind a screen

The best supplement consultation you'll ever have isn't online. It's a 15-minute conversation with someone who genuinely knows this stuff and wants to help you get results.

Drop in anytime during store hours — no appointment needed. Dave and his team are there to answer questions, suggest the right products, and make sure you leave with exactly what you need.

Get directions Browse products
LOCATION
8309 Murphy Drive
Middleton, WI 53562
PHONE
608-833-4300
MON – FRI
10:00 AM – 6:00 PM
SATURDAY
10:00 AM – 4:00 PM