Adipose is a consultancy firm focused on helping start-ups grow. Founded in 2013, the firm helps emerging media, fin-tech and wellness companies create products to sell, partnerships to scale, and growth plans for the future.

We believe it’s a customer journey -- not a marketing funnel - no matter what your business is.


Gretchen’s work with some of the her favorite publishers: 

BloombergForbes, Esquire Magazine and --  particularly -- helping to found and launch Quartz have all contributed to the Adipose way of thinking: to adapt to new water is actually the only way to thrive.

The lifecycle of a salmon is remarkably close to the many life-cycles of a business on their ways towards growth and scaling. And, learning to adapt to each new water you’re in - and knowing that this, too, is water - is actually the only way to thrive.  

Today we deploy this way of thinking for companies large and small and would be happy to talk with you about yours.


The adipose fin on a pacific salmon - the fish I grew up watching smolt on the Salmon River in Idaho - is the compass of the animal. Long thought to be a piece of fatty tissue, it is now known that the adipose fin brings the fish - who lives the duration of his or her life in the saltwater ocean hundreds of miles away - back home to within 5 feet of where he or she was born to spawn and create new life

The Adipose Fin is the fin behind a Dorsal Fin (3) on a fish (4):