Finding Truth in the “Phony Baloney”: The Story of Family Health Market

In an industry often crowded with “phony baloney,” misinformation, and flashy hype, Wade, a native Texan from Midland, decided to build something different. After spending 17 years as a lineman for Southwestern Bell, Wade felt under-utilized and sought a career where he could make a living while truly enjoying the impact of his work.

Inspired by a friend who owned a supplement store, Wade realized his calling: helping consumers navigate the confusion of the wellness world. He opened his first two stores in Lubbock in 1997 before bringing his vision to Frisco in 2003. Today, Family Health Market stands as a trustworthy, welcoming, and family-oriented fixture in the community.

An Education-First Approach

What makes Family Health Market unique is its unwavering commitment to being education-based. Wade and his team of in-store degreed nutritionists personally screen and vet every single product for quality before it ever hits a shelf.

The mission is simple: put the customer first and build lifelong relationships by helping them distinguish health myths from the truth. Whether you are a long-time regular or a first-time visitor, the goal is to find the specific products that work for your individual needs through one-on-one guidance.

Restoring the “Gut Garden”

This dedication to science-backed wellness is why the store mirrors the integrity of brands like Dr. Ohhira’s Probiotics. Rather than chasing “quick fix” trends or massive CFU (Colony Forming Unit) counts, Wade’s team focuses on restoring the gut environment.

Wade offers a unique perspective on digestive health:

“Think of your gut like a garden. Dosing with a massive CFU of a single strain is like planting 10,000 of the same flower and hoping for the best. Using a fermented formula like Dr. Ohhira’s is more like adding high-quality compost and a variety of seeds; it nourishes the entire landscape so the whole garden can grow.” 

By carrying products that utilize a three-to-five-year fermentation process, the store prioritizes “whole-food” integrity—providing the prebiotics and postbiotics necessary for bacteria to actually thrive.

Beyond the Shelves

Wade remains an active owner, working directly with customers and ensuring his staff stays educated on the latest industry changes. When he isn’t in the store, he swears by the importance of community and recharges by spending time with his family or vacationing in the Blue Ridge Mountains.

Fun Fact: Before he was a health industry leader or a lineman, a young Wade spent two years selling Fuller Brushes door-to-door—a testament to the work ethic and personal connection that still drives Family Health Market today.