Charleston, South Carolina
RayeRose Advisors is the practice of John Hoekman. I take a small number of engagements at a time and do the work myself: the diligence, the model, the memo, and the operating plan that has to hold up after the wire clears.
For family offices, private investors, and founder-owned operators in preventative health, telehealth, and clinic services.
Start a conversation The workServices
Every engagement is scoped in writing before any work begins. You know the deliverable, the timeline, and the fee before I start.
Acquisitions, roll-ups, and minority positions, from the first screen through close.
The documents an institutional investor reads before a check clears committee, each one built from your thesis.
The work after close, and the work that decides whether there should be a close at all.
Building the route to market: who carries the product, on what terms, and to what standard.
Approach
The same four questions work on a $40 supplement and on a term sheet. Any target you bring me goes through them, and I'll walk you through the answers on the first call.
01Do people use it when nobody is watching?
Repeat purchase and real utilization are the only honest metrics in this category. I once helped a beautiful wellness property buy a red-light bed, a BioCharger, and PEMF, then built them a programming plan they never launched. That equipment is still sitting there. Programming is the product.
02Can the founder explain the mechanism?
An answer about how it makes people feel means you're looking at a marketing company. An answer about ATP or mitochondrial density or vagal tone means you're probably looking at one that will still be here in 5 years.
03Can the business survive its own marketing costs?
Wellness brands die of customer acquisition cost, and a brand that dies takes its research, its formulation, and your reorder with it.
04Does the founder use it daily?
I've never made money betting against that one.
Fees and billing
The advisory fee covers the work. On engagements built to generate revenue, I usually take a participation in what that work produces, agreed up front and written into the engagement letter before anything starts. Diligence, models, memoranda, and reporting are fee-only.
Nothing I am paid is tied to capital raised. No success fees, no finder's fees, no percentage of a financing, and no warrants or equity contingent on a financing closing. I am not a broker-dealer, I do not act as one, and I do not solicit investors or negotiate the terms of a securities offering.
$20,000 / month
For clients with continuous deal or operating work. Billed on the first of each month, in advance. Six-month minimum term, because the useful work compounds well past the first 60 days.
Structured by period
A defined scope run in consecutive 30-day periods, with deliverables due at the end of each. Priced and invoiced per period. Converts to a retainer once the work turns continuous.
Quoted by scope
A defined deliverable: a model, a memorandum, a data room, an investor presentation. Half at kickoff, half on delivery. Scope and fee agreed in writing before I begin.
Invoices are payable by ACH or credit card and are due 15 days from the invoice date. ACH is preferred for retainer engagements. Card payments are processed by Stripe. RayeRose Advisors never sees or stores your full card number. All fees are quoted and charged in U.S. dollars.
About
I spent 20 years on Wall Street, most of it in wealth management and business-succession planning, and most of it as the person bringing in the business. That work was about owners. How they build value, how they hand it off, and what it costs them when they get either one wrong.
The last 10 years have been on the other side of the table. I built a cold-therapy studio in Tribeca with a half dozen modalities around it, and we were planning the third location when Covid closed the doors. More education in those 3 years than in the 20 before them. Since then I've worked on the deals rather than the boxes, including running the M&A pipeline for a public roll-up of preventative health companies.
My maternal grandmother and all of her sisters lived to 100. My parents are 85 and moved into assisted living last year. I played ice hockey through college at Michigan and spent three decades on skis in terrain that punishes mistakes, including a couple of avalanche rescues in British Columbia and Alaska. The bill came due as a total shoulder, a total hip, three knee surgeries, and a cervical fusion. Self-inflicted, and I'd do most of it again.
So I've seen this system from the inside, as a patient with a long file. It's dysfunctional in ways that wouldn't survive a quarter in any other industry. 90% of the $5.3 trillion this country spends on health care goes to people with chronic and mental health conditions. Under 3% of health spending goes to preventing any of it.
And the instrument that would tell you which prevention actually works doesn't exist yet. Measurement is the missing piece in this category, and it's the one thing consumer wellness has no incentive to fund, because a biomarker that tells the truth threatens half the shelf, including products I own. That is the hardest part of underwriting anything here, and it's why I work in this category rather than an easier one.
I was this industry's customer long before I was its advisor. So I bring two views to a deal: the owner's view of what is actually being sold, and the customer's view of whether it's worth buying. I work with a small number of clients at a time, and if I'm not the right fit for what you're doing, you'll hear it on the first call.
Contact
Email is the fastest way. I answer within one business day. Client service and billing questions come to the same address.
Email
john@rayerose.com
Phone
(480) 744-1329
Business hours
Monday to Friday, 10:00am to 5:00pm Eastern
Office
RayeRose Advisors LLC
Charleston, South Carolina
United States
Legal
Last updated August 5, 2026
These terms apply to anyone who uses this website or engages RayeRose Advisors LLC ("RayeRose," "we," or "I"), a South Carolina limited liability company, for consulting or advisory services. By paying an invoice or signing an engagement letter, you agree to them.
Consulting and advisory services as described in a written engagement letter or statement of work. The engagement letter governs scope, deliverables, timing, and fees. Where the engagement letter conflicts with these terms, the engagement letter wins.
Fees are set out in the engagement letter. On engagements built to generate revenue, compensation may also include a participation in net revenue attributable to the work, for a defined period, on terms agreed in writing before work begins. No compensation of any kind is tied to, contingent upon, or calculated by reference to capital raised. RayeRose Advisors does not accept success fees, finder's fees, placement fees, a percentage of a financing round, or warrants or equity contingent on a financing closing.
You'll give us accurate and complete information, and you'll have the right to share anything you send us. Our work product depends on the quality of what you provide. You are responsible for your own decisions.
We keep your non-public information confidential and use it only for the engagement, unless you agree otherwise in writing or the law requires disclosure. We ask the same of you regarding our work product and methods.
On payment in full, you own the final deliverables prepared for you. RayeRose Advisors keeps ownership of its underlying templates, models, methods, and general know-how, and may reuse them for other clients.
To the extent the law allows, total liability arising from an engagement is capped at the fees you paid for that engagement in the 12 months before the claim. Neither side is liable for indirect, incidental, or consequential damages, including lost profits.
These terms are governed by the laws of the State of South Carolina, without regard to conflict-of-law rules. Disputes will be brought in the state or federal courts located in Charleston County, South Carolina.
We may update these terms. The version posted here on the date you engage us is the one that applies to that engagement.
Legal
Last updated August 5, 2026
Either side may end an engagement at any time with 15 days' written notice by email. Work stops on the effective date unless we agree otherwise.
Monthly retainers are billed in advance. If you cancel mid-month, we refund the unused portion of that month on a pro-rata daily basis. Refunds are issued to the original payment method within 10 business days of the effective cancellation date.
The kickoff payment covers work scheduled and performed at the start of a project and is non-refundable once work has begun. If you cancel before any work starts, the kickoff payment is refunded in full. If you cancel mid-project, we invoice for work completed to date and refund the balance.
Email us within 30 days of the invoice date and describe the problem. We will either revise the deliverable at no additional cost or refund the disputed amount. We would rather fix it than argue about it.
Please contact us before filing a chargeback with your card issuer. Most billing questions are resolved within a day or two by email, and a chargeback is slower for both of us.
RayeRose Advisors sells professional services only. We do not sell or ship physical goods, so no return policy applies.
Legal
Last updated August 5, 2026
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