Behind The New Firm That’s Engaging People, Brands Of Influence To Elevate Mental Health

Veteran sports and entertainment executive Jared Schoenfeld has launched a firm focused on creating measurable impact across the mental health and wellness sectors for people and brands of influence.

Clients at 4B include global wellness icon and author Dr. Deepak Chopra; multiplatinum artist, entrepreneur and philanthropist Big Sean; actor and artist Da’Vinchi (Starz’s Black Mafia Family); master well-being educator, healer and author Devi Brown; and former NFL star, professor of neuroscience and research co-author at Harvard University Julius Thomas; social meditation app Open; and TriggerPoint, which provides self-care products and education.

4B collaborates with brands and people of influence to scale a shared mission: to support those struggling with mental health and wellness by normalizing stigmas, delivering education and making resources accessible. The firm has already established partnerships for its clients with brands including JPMorgan Chase
JPM
, Google
GOOG
, Aster Healthcare, American Express
AXP
, 1-800-Flowers and ProVEDA.

“As mental health continues to decline globally, the need for accessible resources and platforms are more important than ever,” says Schoenfeld. “Today’s culture shapers have an immense opportunity to catalyze impact through the power of their respective and collective platforms. 4B exists to guide, amplify and bring together leaders at the forefront of mental health and wellness to build a community and reach those in need of healing and growth.”

Schoenfeld —who named 4B to honor his brother Brett Corey Schoenfeld, who passed away at 9 months old when Jared was 5—spent nearly two decades growing and advising premium sports, entertainment and wellness properties.

Prior to founding 4B, he built and led the partnerships team at The Players’ Tribune (TPT), the digital media company founded by Derek Jeter that has become a preeminent publication for athletes to tell stories of impact, many of which are rooted in mental health. Before TPT, he worked for the Miami Dolphins as a managing director and was a director at The Madison Square Garden Company before that. He was recognized on Forbes’ 30 Under 30 List in 2015 in the sports business category.

“This commitment to advancing a culture of well-being is personal for me as I’ve experienced first-hand the transformative power of meditation, therapy and self-care practices,” he says. “I’m humbled to launch the firm alongside some of the most respected voices and our amazing team at 4B who lead with purity and are genuine about making a difference, and empowering people to strengthen their journey towards optimal mental health and wellness.”

Schoenfeld currently serves on the advisory boards and councils of Kevin Love Fund, Hollywood & Mind and Don’t Hide It, Flaunt it. (Cathy Applefeld Olson, the author of this article, is the founder of Hollywood & Mind.)

“I’ve had the pleasure of working closely with Jared and the 4B team for the last few years as they guided both my personal business affairs and my company Chopra Global. They are true specialists in cultivating meaningful relationships that are uniquely aligned with my mission of reaching 1 billion people to create a more peaceful, just, sustainable, healthy and joyful world,” says Chopra.

“With a deep understanding of the mental health and wellness space, they execute their work with the highest level of integrity, and their commitment to making wellness accessible and proven ability to build authentic and value-generating partnerships will help accelerate our collective mission.”