Deskside with: Brooke Ely Danielson
On meditative movement, wellness must-haves, and mindful brand building
Brooke Ely Danielson has a multifaceted media presence—it extends from bylines both in print and digitally for publications like Vogue, Shape, and Glamour, on-air appearances and brand consulting, to her wellness-focused newsletter, 12Seeds. Beyond her work in media and brand building lies a deep commitment to wellness that shapes both her personal and professional life. After stints in New York and Aspen, Brooke currently lives in Los Angeles, where she is a certified, plant-based nutritionist and avid runner—she has completed marathons in New York, London, Chicago, Boston, Los Angeles, and Sacramento, along with a 50K ultra-marathon in the North Face endurance series.
In our conversation, she shares how running provides both meditative space and creative inspiration, the wellness practices she prioritizes even during extensive travel, and her perspective on authentic brand storytelling in today's market.
Your career path spans several areas, from editorial at Vogue, Shape and Glamour, to consulting for brands like Aztech Mountain and Tory Burch. In your opinion, what do you believe most fashion and lifestyle brands misunderstand about effective storytelling?
I feel that many brands are doing a great job. If anyone is missing the mark it’s that they are not relating to their customer, speaking to them or listening to them, engaging the core customer. Consumers have gotten much smarter over time, so I do think that if brands are standing on an integral bucket they truly have to back it up. There are a few brands I’m fond of that are telling beautiful stories, creating sustainable products and are rooted in transparency to gain the trust of the customer.
Your newsletter, 12Seeds, has incredible insights on health, wellness, and plant-centric recipes. I have had your go-to smoothie recipes on rotation since I discovered your post! How did your interest in wellness originally spark, and do you have any tips for someone interested in getting started?
I’ve been wired this way since birth, but my interest has grown over the years. Through very personal and difficult bumps in the road, I’ve leaned on wellness to heal and better myself. I was also known for packing healthy snacks for my family’s long car rides and always making sure there were non-dairy milks in the house. Not to simplify my path but much of this is part of my personality.
You are an avid runner who has run several marathons, including an ultra. What specific mental or physical benefits from your marathon training have had the most surprising impact on your creative process?
Running is freedom for me. It’s meditative and has saved my life in many ways. First and foremost I like goal-setting and working diligently to achieve the things I have set out to do. I also tend to do my most creative thinking when I am running. It’s almost like daydreaming while moving my body. Essentially it is paramount to anything that I do in my day to day.
What is one wellness practice that is non-negotiable in your daily routine?
Hydrating! When I wake up the first thing I reach for is electrolyte water or filtered water. I lean on the dehydrated side, so it’s key that I keep my body plenished. Although, it is so hard to choose just one but if you let me have a second it would be movement. A third, meditation!
You are a frequent flier—you have flown over 150,000 miles in the last 14 months! How do you maintain your wellness practices and prioritize your health when you’re out of a routine and on the road?
Planning ahead! This level of organization is not without a great deal of effort. I always pack according to flight time and flight path, i.e. is it domestic or international? Daytime or overnight? I make sure to take vitamin C packs, electrolytes, a healthy bar, organic nuts, and an avocado (make sure all produce is consumed on the plane! You can’t take them into other countries). I keep a “to-go” kit that is just a small Paravel packing cube. In it I keep snacks, hand lotion (Weleda), eye patches, a face mask, a travel hairbrush, and a few additional essential items depending on the flight time.
Quick Hits
Apps: EWG (environmental working group)
Restaurant: Giorgio Baldi or Great White
Current Read or Daily Media Diet: Well + Good, The Atlantic, The New York Times
Item You’re Eyeing: A polka dot Zimmerman Evening Dress and jeans from Toteme
Piece of Life Advice: It’s temporary, all of it. And, when you don’t know what to do, do nothing.