Mason Woodruff

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Mason Woodruff is an American entrepreneur. Mason started Kinda Healthy Recipes in 2017.[1]

Mason Woodruff, founder of Kinda Healthy RecipesMason Woodruff, founder of Kinda Healthy Recipes


Kinda Healthy Recipes


@masonwoodruff (388 followers)


@mason_woodruff (180K followers)


Early Career

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Kinda Healthy Recipes

Mason started Kinda Healthy Recipes in 2017. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Kinda Healthy Recipes?

I started the blog in 2014 while wrapping up a degree in nutrition. Instead of pursuing a postgraduate dietetic internship to become a Registered Dietitian, I started a personal training business. The blog was a side project and portfolio for freelance writing until 2017 when I decided to take the leap and work on it full time.

Perfect is the enemy of good. If I’d waited for perfection to start, I’d still be waiting.

While the blog was only making a few hundred dollars per month at that point, I’d read a ton of success stories and saw huge potential in blogging. So I quit everything else, cashed in enough savings to give myself a 6-month runway, and started publishing as much content as possible.

In the beginning, I was still writing about training and performance nutrition. But it didn’t take long to recognize recipes and food content performed much better. By the end of 2017, I’d shifted my content to nearly 100% recipes and food. I knew I had something as I started growing a small Instagram following.

My Instagram was approaching 10k followers in early 2018, but revenue was growing slower than expected. In an attempt to create new revenue streams I reached out to the nutrition coaching company Stronger U about an affiliate partnership. Somehow, that evolved into a side gig doing recipe development for their members. It was my lucky break, extending my runway and exposing the blog to a new audience. I served as their food dude for a year until my blog hit an inflection point and I had to give it every bit of my focus.

Source [1]



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