Switch4Good

Many people are open to going dairy-free—even if they’re not ready to go fully vegan. The key is meeting them with trusted, relatable advice. We saw an opportunity to shift the cultural narrative around dairy by rooting the message in health, equity, and performance—using elite athletes as the messengers and creators as the amplifiers.

In 2018, we co-founded Switch4Good with Olympic silver medalist Dotsie Bausch to challenge dairy’s dominance in culture, media, and policy. Our strategy was bold: build a creator-powered nonprofit that uses elite athletes, emotionally resonant storytelling, and high-impact media to drive dairy-free conversions at scale. We developed the brand from scratch, launched national campaigns, and built a coalition that now includes hundreds of athletes and experts. From the first PSA to a podcast with millions of listeners, Switch4Good has become one of the most successful dairy-free movements in history. Once the infrastructure was in place, we handed off the organization to S4G’s internal team for long-term stewardship.