Simon Salter

Dirtea

Simon Benjamin Salter is a community architect, cultural entrepreneur, and the cofounder of DIRTEA, a functional mushroom brand redefining what it means to be well in the modern world. Simon has spent his career listening to the DIRTEA community, a philosophy that has made DIRTEA one of the UK’s fastest growing wellness companies, with a cult following and global ambition.

Having built the brand from the ground up alongside his brother Andrew, Simon now serves as Chief Community Officer, a title that captures exactly where his instincts have always lived. His approach centres on what he calls the alchemy of perception: going beneath the surface of what a community buys to understand what they truly seek, believe, and need. It’s how DIRTEA has evolved from a product into a movement, and from a brand into a genuine home for people on a health journey.

This year Simon will launch DIRTEA Secrets, a new kind of podcast where the DIRTEA community itself sets the agenda, shaping the themes and the questions. It is then Simon’s responsibility to go out into the world and find the greatest pioneers in medicine, science, psychology, and human performance to help unearth the truth. The mission is simple: to bridge the gap from health frustration to solution, so the community can reclaim the power of their health and body and become the CEO of their own body once more.

It’s a thread that runs through everything Simon has touched. He and Andrew created Feeling Nuts, a global health movement built to get young men talking about testicular cancer in a way that charities never could. It went viral in 2014, drew in celebrities from Hugh Jackman to Ricky Gervais, reached over a billion people across 157 countries, and ultimately became a primetime show on Channel 4. The brothers then founded LIMELYTE a creative venture studio that worked with some of the world’s most distinctive brands and names, from Rolls Royce and LadBible to Letters Live, Vero, and former world heavyweight champion David Haye. They also played a pivotal role in the inception and early growth of Velocity Black, the luxury members’ lifestyle platform later acquired by Capital One.

At the heart of everything is a simple conviction: that the most powerful thing a brand can do is make people feel understood. That communities, built with intention and integrity, can change how people live. And that the truth, properly found and generously shared, is the most valuable thing you can give someone who is trying to take care of themselves.