Former Hearst Executives Join Men’s Wellness Media Startup

Tracy Middleton and Sean Evans were former Hearst executives. Hone Health will lead the men’s wellness startup’s digital editorial footprint. At Hearst, Evans was chief digital officer for Men’s Health and Middleton oversaw health content for Women’s Health.

“I am thrilled to begin this exciting chapter with one of the fastest growing telehealth services,” Middleton will serve as Editorial Director. Evans will serve as vice president of content.

The footprint is expected to be housed under the digital umbrella of Hone Health. Hone is more than its fledgling editorial department. “Hormone Optimization,” aimed at helping men with low testosterone, as well as broader men’s health and wellness issues.

Evans was previously an editor at Editorialist YX before joining Hone. Middleton was editor of the Yoga Journal.

According to consulting firm McKinsey, men’s health and wellness is set to become a $1.5 trillion industry.

Nor are Evans and Middleton the only legacy media professionals to have turned to digital upstarts, and men’s wellbeing is just one of the emerging markets attracting editorial talent. Aoyon Ashleyf, for example, left Bloomberg in October after 12 years to report on bitcoin mining for CoinDesk.

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