Jamie Maitland’s Wellness Empire Part 1 : Inside The Unicorn Co.
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- 6 min read
Wellness is not defined by a location, but by a choice. It begins when you take active steps toward improving your health. In South Florida, Jamie Maitland embodies this philosophy through two ventures: The Unicorn Co., a premium protein brand, and The Office, a boutique fitness studio. After taking a class at The Office, I sat down with Maitland to learn how her commitment to intentional wellness shapes both businesses.
The Unicorn Co.
What inspired you to create The Unicorn Co.?
Jamie Maitland: The company originally started in 2021 as The Office Health, which made sense at the time because I already owned The Office. The original idea came from making protein smoothies every day and realizing I had five different products sitting on my counter. I kept thinking, “Why isn’t there one shake that combines what I’m looking for?” I couldn’t find it, so I decided to create it.
I had already built two fitness businesses, so I felt confident I could figure it out. Within a few months, I had the protein in my hands. After that, I started adding other products, including vitamins and protein buns. Eventually, I realized I had too many ideas and needed to narrow the focus.
Why did you rebrand from The Office Health to The Unicorn Co.?
Maitland: An acquaintance of mine who works as a business consultant asked me what The Office Health was. I started explaining that I owned a gym, and she immediately pointed out that I was already taking too long to explain the brand. She asked whether I had considered giving it a different name, like Unicorn. At first, I resisted because professional athletes were already using the products, and I wasn’t sure how they would respond to that name. But then we started talking about changing the packaging from white to black and making the overall branding more minimal and elevated. That’s when The Unicorn Co. clicked.
The name felt distinctive, and the black packaging gave it a more sophisticated identity. The concept became less about shouting claims on the label and more about letting the quality speak for itself.
What makes The Unicorn Co. different from other protein brands?
Maitland: It starts with how deeply involved I am in the details. I’m the type of customer who asks a million questions, and as a founder, I’ve actually visited farms and manufacturing facilities to see everything for myself. We source from A2-dominant dairy, and the milk we use has been tested to show approximately 95.6% A2 dominance. We’ve also obtained certifications that reflect the standards we care about, including USDA Organic, grass-fed certification, kosher documentation, and NSF Certified for Sport. We don’t just put claims on a label because they sound good. We have documentation, testing, and paperwork to support them.
“Transparency is one of the biggest differences between us and other brands. If a company says it’s third-party tested, consumers should feel comfortable asking to see the lab results.” —Jamie Maitland
What does sourcing from A2-dominant dairy mean for your products?
Maitland: For full transparency, whey protein is not the same thing as the milk it comes from. When whey is produced, many of the milk solids are removed. What matters to me is the quality of the dairy source. Our whey comes from milk that has been tested for A2 dominance. Starting with high-quality dairy contributes to the final product's quality.
Whey is a byproduct of cheesemaking, so I always say, “Follow the cheese.” Good whey comes from good cheese, and good cheese comes from good dairy. Before that, it starts with the soil and the farms.
We work with a cheesemaking facility in Northern California that has been producing cheese for more than 100 years. I’ve visited the farms and manufacturing facility and watched our whey being processed.
Why was NSF Certified for Sport important to you?
Maitland: NSF Certified for Sport was something I had wanted for a long time, but certifications are expensive and take time. It’s an important third-party certification for products used by professional athletes. Once you’re certified, your products are listed in a database that sports dietitians and organizations use when they’re searching for options. That certification helped put us in front of professional sports teams and opened doors we might not have otherwise had access to.
How did The Unicorn Co. connect with its first professional sports team?
Maitland: I received an email from someone associated with the New York Yankees, but at first, I didn’t realize it was actually the major league team.
We started talking about an order, and then he sent me the address: Yankee Stadium. That’s when I realized what was happening.
I eventually flew up for a game and met him in person. When I asked how he found us, he told me he had discovered the product through the NSF database.
He said the A2-dominant dairy stood out, particularly because he was looking for a product that might work well for a player with digestive sensitivities.
That connection helped create momentum. The professional sports nutrition world is relatively small, and word travels.
Which other professional teams and athletes have shown interest in your products?
Maitland: After the Yankees, more teams started reaching out. I’m also not shy about introducing myself and contacting people directly.
I reached out to the Cleveland Cavaliers, which led to an invitation to a private vendor event in Las Vegas. They only invited a limited number of vendors, and we were one of them.
I’ve also sent samples to the Boston Celtics, Philadelphia 76ers, and Cleveland Cavaliers—the New England Patriots order from us regularly.
We’ve also signed our first equestrian athlete, McLain Ward. He’s an Olympic gold medalist and one of the top show jumping riders in the world.
There’s a whole world of athletes outside the major sports leagues, and that’s an exciting audience for us.
How did The Unicorn Co.’s protein bars come about?
Maitland: After establishing our protein powder, we launched our protein bars in April. They’re made with the same organic whey sourced from A2-dominant dairy and carefully selected ingredients.
We started with pumpkin, which tastes like pumpkin pie, and then introduced matcha pistachio and mocha almond sea salt. The matcha pistachio bar contains 17 grams of protein and no added sugar.
I wanted the bars to reflect the same standards as our protein powder while creating something people would genuinely enjoy eating.
How do you think consumers should approach protein supplements?
Maitland: People need to remember that protein powder is a supplement. It’s not meant to replace whole foods. If you can get the nutrients you need from food, that’s important. But protein powder can be helpful when you’re on the go or when you need a convenient way to support your overall protein intake.
The bigger issue is that the market is very saturated. If you’re going to use a protein supplement, ask questions about where it comes from, how it’s made, and whether the claims on the label are supported by actual testing.
What challenges have you faced as a founder in the protein industry?
Maitland: The industry can be very male-dominated, especially in the professional sports and performance nutrition space. As a woman-owned company, I’m proud that we’ve pursued certifications and built relationships with professional teams while maintaining a strong focus on ingredient quality and transparency. I’ve attended professional sports vendor events and spent time learning the competitive landscape. That experience has reinforced how important it is to know exactly what makes your product different.
What advice would you give someone who wants to start a wellness or food company?
Maitland: Listen to good advice sooner rather than later. Early on, people told me not to launch too many products at once, and I wish I had listened. We experimented with vitamins and protein buns, but trying to manage everything became overwhelming. The buns were a great idea, but they were difficult and expensive to manufacture. Eventually, I realized that not every good idea is a good business.
My advice is to take it slow, decide what you really want to focus on, and learn who your customer is.
There are riches in the niches. Finding your specific audience and serving them well can be more valuable than trying to do everything.
What’s next for The Unicorn Co.?
Maitland: I want to continue growing the company while maintaining a strong connection with our customers and staying true to the quality standards that built the brand.
We’re focused on expanding our protein offerings, developing additional bar flavors, and continuing to build relationships with athletes and partners who value transparency and high-quality ingredients.
Ultimately, I want The Unicorn Co. to keep adding value for the people who trust us.
Wellness does not start when you get the W. It starts when you choose yourself. Jamie Maitland created The Unicorn Co. to offer a high-quality protein sourced from A2-dominant dairy. But the real magic lies in the why and the how: a commitment to quality, transparency, and helping people make more intentional choices about their health.
