Gen Z Shifts to Healthcare Stability, Spawning Fruit-Driven Nutrition Innovation

A CEO once considered a promising future in healthcare, only to pivot to a bold new path: helping Americans consume more fruit. This decision was inspired by a growing trend among Gen Z, who are flocking to healthcare careers for their perceived stability [1]. Amid this shift, a unique market opportunity emerged—one that prioritized health through nutrition rather than traditional medical roles.

Lior Lewensztain, founder and CEO of That’s It Nutrition, walked away from a career in medicine to pursue an MBA and build a company that now generates over $100 million annually [1]. Despite earning three degrees—including a medical degree—Lewensztain says he no longer places importance on educational qualifications when hiring. Instead, he prioritizes adaptability, critical thinking, and the ability to pivot quickly in a fast-moving business environment [1].

His departure from the medical field was driven by a growing disillusionment with the system. He found the profession increasingly shaped by insurance companies, which he felt shifted the focus away from public service. He realized he could have a more scalable and impactful career by using food as a form of preventative medicine [1].

That’s It Nutrition now sells fruit-based snacks through 85,000 retail locations, including major chains like Walmart, Target, and Costco. Lewensztain argues that effort and adaptability are far more important for success than formal education. “If you’re hesitant, somebody else will take your spot in a heartbeat,” he said [1].

His philosophy aligns with other business leaders, including billionaire Peter Thiel and LinkedIn cofounder Reid Hoffman. Thiel’s fellowship encourages young entrepreneurs to leave college and invest directly in their startups, while Hoffman emphasizes the importance of adaptability over specific degrees or skills [1].

The story reflects a broader shift in how young professionals view healthcare careers. While Gen Z is gravitating toward traditional roles for job security, Lewensztain’s experience highlights the potential of alternative health solutions—those that blend business, nutrition, and preventative care. His success demonstrates that innovation in health can come from unexpected places, and that impact and profitability need not be mutually exclusive [1].

Source:

[1] Fortune · (https://fortune.com/2025/08/22/founder-ceo-thats-it-nutrition-lior-lewensztain-walked-away-healthcare-medical-career-instead-build-100-million-annual-fruit-snack-company/)