The instinct for most advertisers is to treat competitors as a threat to out-position. Sergei Glaukus, Founder and CEO of 88Projects, built his cross-promotion strategy in nutra, the affiliate marketing vertical covering supplements, vitamins, and other health and wellness products, on the opposite idea.
Glaukus didn’t start in affiliate marketing. He spent years in the oil and gas industry before deciding a corporate career wasn’t for him. After hearing around 2009 that people were making a living online, he taught himself the fundamentals with no shortcuts: website building, Google and Facebook campaigns, affiliate outreach, all learned by trial and error over the years. What started as a side project eventually became 88Projects, a business built almost entirely around nutra offers.
Glaukus was drawn to nutra after noticing a pattern. What works in the US tends to work in Europe soon after, since American advertisers are typically first to test new products and marketing approaches. He saw the wellness trend taking hold and moved early, testing a handful of offers that proved profitable. Competition in Europe’s nutra market remains lighter than in the US, which he sees as an open window rather than a reason to wait.
The core of Glaukus’s approach comes down to customer data. Every offer owner builds a list of buyers who become newsletter subscribers, but no single business can keep sending the same customers new products from just one line. His solution is cross-promotion: other offer owners promote 88Projects’ products to their lists, and 88Projects returns the favour. “I don’t understand the people who don’t work with their competitors,” Glaukus said. In his view, the market itself depends on this exchange, since no single player can keep circulating fresh offers to the same audience alone.
Getting a new offer to market used to mean months of factory negotiation and manufacturing delays, a mistake Glaukus made early on. His current approach outsources that entirely to white-label suppliers who already stock the ingredients and handle fulfilment, letting a new product go live in days rather than months. Partners like Market Labs, also exhibiting at AGS, extend that further into drop shipping and marketplace listings on platforms like Amazon and Shop Apotheke, which he says adds a trust signal that AI search tools now pick up on directly.
The rest of the operation, from website builds to ad creative, now runs largely through AI tools his team uses daily. Tasks that once required a developer or a large creative team are handled by a small core group, with one team member now producing what would have taken Glaukus himself far longer to build a decade ago. Payment and traffic still run through established partners such as Digistore and ClickBank, both of which will also be on the floor at AGS, giving advertisers instant access to affiliate networks without having to build that infrastructure themselves.
Glaukus will take the AGS stage to walk through how to build a nutra offer from the ground up, covering his own products as well as the broader opportunities he sees in the vertical. He’s also bringing his team to exhibit at AGS, giving attendees a chance to continue the conversation directly at his booth after the session. For an industry built on data, exclusivity, and remarkably fast execution, that’s a rare combination of access worth taking advantage of.
Get your ticket today and hear more from Sergei Glaukus and other industry leaders at the newly launched Affiliate Grand Slam, bringing 50+ expert speakers to Rome, 02–05 November 2026.
