RDGDH's value creation and creative unit. Started as a go-to-market strategy and execution brand for growth companies, then applied its sales models to Scale Health, Calm Joints and Birch Reserve, the automated ad-buying brokerage in the mix.
Operator's Letter · Silver Birch Growth
Chapter I
Started as go-to-market strategy and execution for growth companies.
Silver Birch Growth was built to partner with growth companies and accelerate them. Today it is the value creation and creative unit for the RDGDH portfolio.
After helping several companies early on, SBG developed its own sales models and applied them across Scale Health, Calm Joints and Birch Reserve — a fully vertically integrated digital health stack that leads with demand. Birch Reserve is the automated ad-buying brokerage in the mix. Brands and activated hubs create inventory; Birch Reserve brokers display and CPC inventory inside Scale Health hubs.
Scale Health routes consumers into digital care and qualified appointments, and is launching in the United States soon — that launch pulls Calm Joints into the US market. Calm Joints fulfills. Calm Joints is a 100% digital company under RDGDH (RDG Digital Holdings) in the core stack. AlignWellness is the brick-and-mortar retail network of 80+ health and wellness businesses in Canada, run on its own. Physiotherapy is available at many locations.
Chapter II
Today: the value creation and creative unit for the RDGDH portfolio.
SBG started as a go-to-market strategy and execution brand. Today it is the value creation and creative unit for the portfolio.
It was built to partner with growth companies and accelerate them. After helping several companies early on, it developed its own sales models and applied them across Scale Health, Calm Joints and Birch Reserve — a fully vertically integrated digital health stack that leads with demand.
Birch Reserve is the automated ad-buying brokerage in the mix, placing brands beside Scale Health demand. Scale Health routes digital demand and is launching in the United States soon, pulling Calm Joints into that market. AlignWellness is the brick-and-mortar retail network of 80+ health and wellness businesses in Canada. Calm Joints is a 100% digital company under RDGDH (RDG Digital Holdings) in the core stack.
The launch is being sequenced from both sides: advertiser and brand demand is curated at the same time health and wellness businesses join the network. The objective is to avoid building traffic without fulfillment, or fulfillment without demand behind it.
Inside The Room
Chapter III
Brands and activated hubs create inventory. Birch Reserve brokers display and CPC inventory inside Scale Health hubs. The network fulfills. Performance brings the next brand in.
Birch Reserve is the commercial layer between audience creation and network fulfillment.
Partner brands stand up hubs on their own sites and bring the first audiences. Activated hubs create recovery-economy media inventory. Birch Reserve brokers display and CPC inventory inside Scale Health hubs. Scale Health brings demand. Calm Joints fulfills. Align is the brick-and-mortar network, and more health and wellness businesses are curated into it.
100M+ customer eyeballs expected in 2027, via Scale Health. That is a forward operating target, not current or guaranteed traffic. The flywheel is the point: more brands bring more reach, and the next brand gets even more.
Eighteen-Month Build
Fall 2024
SBG started as a go-to-market strategy and execution brand, built to partner with growth companies and accelerate them.
Late 2024
Early go-to-market work with growth companies, with Jon Inada as co-founder. That work developed the sales models later applied across the stack.
Early 2025
Fully turnkey drop stores unlocked for health and wellness through Scale — beginning to deploy across Align partner locations.
Mid 2025
A curated mix of challenger and major recovery, supplement, and performance brands enters the network. Practitioner-screened, not algorithm-listed.
Late 2025
The sales models are applied across Scale Health, Calm Joints and Birch Reserve, the automated ad-buying brokerage in the mix.
2026
SBG is the value creation and creative unit for the RDGDH portfolio. Scale Health brand hubs and Calm Joints physio fulfillment roll out across the Align network. Birch Reserve brokers the media inventory those hubs create.
Who Runs It
Founder · Silver Birch Growth
Started Silver Birch Growth in 2024 as a go-to-market strategy and execution brand for growth companies. Early work, restarted late that year with Jon Inada, developed the sales models later applied to Scale Health, Calm Joints and Birch Reserve. Today SBG is the value creation and creative unit for the RDGDH portfolio.
Co-Founder · Silver Birch Growth
Co-built the early go-to-market work and the sales models behind it. In that early work with growth companies, productized reviews — the Brand Audit System, Brand Growth Review, and Technology Sprint — focused on sequencing, tradeoffs, and next actions. The same sales models now run inside Scale Health.
Deal Tear-Sheet
The value creation and creative unit for the RDGDH portfolio.
Continue Through The Portfolio
Next · Scale Health.ca · Pre-Launch Curation