To most people, it probably looks like Josh Duhamel has it all. A long Hollywood career. A steady stream of roles. A life that, from the outside, feels dialed in.
But a few years ago, he started to notice something didn't feel quite right. He felt a little less energy, a little less drive, a little less of the edge he'd always had. And like a lot of people, he brushed it off at first.
"I didn't even really realize it was happening," he said.
Eventually, he started digging into his health by reading, asking questions, and trying to better understand what was actually going on. That process led him to testosterone replacement therapy. After years of using it and seeing the difference it made in his own life, he began to see something bigger than a personal health routine.
He saw a business opportunity.
That company became GATLAN, a concierge-style health platform designed to help people take a more proactive, personalized approach to their health. Instead of one-size-fits-all solutions, GATLAN connects patients with medical professionals who guide them through everything from hormone optimization and medical weight loss to recovery-focused treatments like peptides—an emerging category aimed at supporting things like joint health, muscle recovery, and overall performance.
For Duhamel, GATLAN is not just another endorsement or celebrity-backed wellness play. He has ownership in the company. He helps shape the marketing. And through Dakota Media, his branded content company, he is involved in the storytelling and strategy behind how the brand reaches people.
The company is meant to help people understand what's happening in their bodies, what their options are, and how to build a plan that works long-term.
Because for a lot of people, the issue isn't a major health event. It's that slow, gradual feeling that something's just a little off. GATLAN is built for that.
We sat down with Duhamel to talk about the company, his own health experience, the business behind GATLAN, and why he believes this kind of healthcare is only going to become more mainstream.
The Start of GATLAN
Why does GATLAN exist?
Really good question. GATLAN exists because I had a real curiosity and fascination—especially as I got into my 40s and now my 50s—about how I can stay active and athletic, and look and feel as good as I can for as long as I can. I was constantly reading and learning about this stuff.
A couple of years ago, my friend Fabian came to me about this TRT company, and I said, "No way. I can't be the face of that. I can't tell people I'm using it—that's my dirty little secret." But then I thought more about it and said, "Why shouldn't I be the guy?" It has improved my life tremendously, so why not share all the dirty little secrets I've learned? That's really why the company came to be. I've learned so much over the years, and I want to share it and help as many people as I can. Plus, I wanted to remove barriers for people. I even had a hard time in my own journey trying to find a doctor to work with me for testosterone replacement since so many aren't well versed in it.
What is TRT?
You've probably heard of TRT, or testosterone replacement therapy, but most people don't fully understand it. It is used when testosterone levels drop and to treat the effects that can come with that, including:
- Low energy
- Less strength
- Lower sex drive
- Just feeling off
The goal is not to boost someone beyond normal. It is to help get them back to where they should be. It is also not something you guess on. It requires blood work, a doctor, and a real plan. GATLAN provides that.
When did you start using TRT?
Five years ago. That was kind of the beginning of it. I was like, "Okay, I'm going to try this," because I'd heard about it from certain people. There wasn't a lot of information out there, so I learned about levels and what you're supposed to be at. I was below where I was supposed to be, so I did it. I started feeling stronger—got my edge back, got my mojo back. I was able to keep muscle on. Libido—all those things. It gives you back that "oomph" a lot of guys start to lose as they get older.
Do you remember how long it took to start feeling some of those effects?
You start to feel it after the first few weeks, and you really feel it once you go off it. It's not like suddenly you're Superman; it's a slow progression. You just start thinking, "Whoa, I feel like doing that thing I've been putting off. I feel like getting back into the gym." You have more energy to do things you were procrastinating.
And when you go off it, you realize what low testosterone feels like. It's like the boiling frog metaphor; the frog doesn't know it's boiling until it's too late. Men often don't realize they've lost their edge until it's kind of too late. So we're trying to educate men and women to get their levels checked and find out where they're at.
Now With Women's Hormone Optimization
GATLAN has expanded beyond men's health and now offers women's hormone optimization as part of its personalized health platform.
What GATLAN Does & How It Works
Can you tell me more about the service that GATLAN provides?
Our differentiator is our concierge model.
The concierge service is a white-glove service. Everyone gets one-on-one personalized care, so they understand what they're taking, why they're taking it, and what else is available. We've found that it's good for the patient and good for us. People might come in thinking they only want GLP-1s, and then we can guide them toward what else might help.
What is "Concierge Healthcare"?
Concierge just means you're not doing it alone. Instead of guessing, you have someone helping you understand your labs, figure out what you actually need, and adjust along the way. For GATLAN, that personalized guidance is central to the model.
Weight-Loss Drugs (GLP-1s)
GLP-1s are everywhere right now, and they work. They help control appetite and make weight loss easier. However, working with a company like GATLAN can help make sure weight loss is part of a larger plan, especially when it comes to maintaining strength and muscle mass in the process.
If you were telling someone about the level of doctors working with you, what would you say?
They're world class licensed medical longevity experts, who are able to prescribe. Some are medical doctors, some are licensed practitioners, but they're all highly educated and experts in longevity and in a lot of the latest and greatest stuff that is coming out, and there are amazing things on the horizon.
Can you tell me about how you've selected which peptides to carry?
That's not really my area—I'm learning, but I can't speak for our team on the specifics, because I don't want to be the guy pretending I'm the expert in that. That's what our whole team is for. I'm just as curious as anybody else. I've learned a lot, and I can share some of that, but I can't tell someone, "You need this peptide versus that one." The doctors can.
So if somebody comes in for a GLP-1 because they want to lose weight, one of my biggest pet peeves is that people lose weight and start to look frail. They lose a bunch of muscle mass. What we want to do is guide them to optimize. Yes, lose the weight, but stay strong and keep muscle. Lose fat and keep strength and muscle.
Peptides
Peptides are quickly becoming one of the most talked-about tools in health and recovery. They are small proteins that help signal your body to do specific things, like:
- Recover faster
- Support joints and tendons
- Improve skin and overall repair
A lot of athletes and active people are turning to them to stay moving and feeling good longer. And while research is still growing, there's a reason they're gaining traction. People are seeing real results, especially with recovery and joint health.
Peptides Josh Uses
- BPC-157 — often used for tendon, ligament, and injury recovery.
- TB-500 — supports whole-body recovery and tissue repair.
- KPV — associated with inflammation control and gut support.
- GHK-CU — commonly used for skin, hair, and healing.
Can you tell me about the strength training component of working with GATLAN?
We work with a company called ThundrBro. I met this guy on Ransom Canyon and he showed me their work. What they're doing is amazing. They're like doctor-level, but they're also trainers. They help with strength training and everything else. They'll recommend routines based on what people are trying to do, and they'll be available as part of programs with us.
About ThundrBro
ThundrBro is a training, nutrition, and lifestyle brand built to help people become stronger physically and mentally while elevating those around them. Founded by elite athlete and coach Dave Lipson, ThundrBro blends science-backed hypertrophy training with functional fitness to bridge the gap between performance and aesthetics. Through innovative programs, education, and a high-energy community, ThundrBro empowers individuals of all levels to build muscle, move better, and develop a relentless, winning mindset that carries far beyond the gym.
Building GATLAN as a Business
Why was ownership important to you with this? Someone in your position could be the face of something without owning it.
I don't often put my face behind anything unless I really believe in it. I'm a huge fan of Bobcat. I've been partnering with them for a long time because I love the equipment and I love that it's made in North Dakota. If I'm going to do something like this, I want to be a part owner, because this has become my baby in a lot of ways. Business-wise, this is what I'm most excited about. It's really fun to build a company. And my branded content company makes all the content that goes out, so we get to strategize the marketing, figure out the best ways to get the word out, and build it. It's become a real passion of mine.
Is this your first business that you've owned?
I've had two—Dakota Kid Productions and Dakota Media—so I've owned companies, but they're more creative content. It's basically the same thing I've always done, just taking more ownership in the creative lead with directing, producing, and telling stories for brands. That's what we do at Dakota Media. Dakota Media is kind of the little engine that's going to help build GATLAN marketing-wise. Because what GATLAN really is, is a marketing machine. It's a marketing play. We've built a model that has the best products. We've vertically integrated it with our own 503B pharmacies and wholesale API pharmacy, so we don't have to source everything out. It's in-house, so we can offer the best products at the best prices, with an expert health coach to help you figure out what you need.
About Dakota Media
Dakota Media is a creative agency and production company founded by Josh Duhamel and Josh Algra. The company focuses on brand storytelling, commercials, documentaries, and digital campaigns that feel more like entertainment than traditional advertising. For Duhamel, Dakota Media is also part of the engine behind GATLAN's growth. The company helps shape the creative strategy, content, and messaging that bring GATLAN's story to the public.
What have you learned about entrepreneurship from GATLAN?
It's a lot of hard work. One thing I've learned in entertainment is you get told "no" ten times more than you'll ever get told "yes." So it's trial and error. It's having a team you trust that's business-savvy, trusting your instincts, and being very specific about what you want to do.
We have very specific goals, and then it's figuring out how we actually get there. It's like the old analogy: when you throw a dart at a dartboard, you're not just throwing at the whole board—you're aiming at something specific. The more specific you are, the more likely you are to come close.
You have to visualize what you want, then figure out how you're going to get there. That's been true in my acting career and with this company. And I love it—there's something really fun about building a company, especially when you feel like you're doing something that can better people's lives. It's not like I'm selling whiskey. The whole idea is to help people.
Creativity, Risk & Building Something Different
What motivates you professionally these days?
Good question. I still have the same excitement I've always had because every job is different. It never feels like a grind. Yesterday you might be horseback riding through the Texas Hill Country, and today you're in a bar fight—every scene is different. Every movie and TV show is different. That keeps it fresh.
Maybe I'm too ADHD for a regular job. I need the variety and the unknown. I love the creative process—figuring out a character, how to break a scene, how to tell a brand story. With Dakota Media, we love figuring out a brand's legacy and message, then asking: how do we make noise? How do we do it differently? The business side isn't my favorite—it's the creative side.
How do we make noise in a sea of products and apparel? How do we flip it? How do we take their mantra and do it in a way that makes them a little uncomfortable, but also makes them say, "That's good"?
For example, we did a Bobcat commercial that was an origin story. We wanted something that would make them uncomfortable. We put something in that the lower execs pushed back on, but the top of the company loved it. They never would have done that if they stayed in the box. You have to break some glass to make something feel different.
I'm curious about risk-taking and believing in yourself. What advice would you give people? Acting was a risk, but this applies in any lane.
It took me a long time to figure out. For a long time I felt like I didn't belong. I was like, "I'm a kid from North Dakota—I'm faking it. I'm a fraud." I had to work to overcome that and prove I belong.
What I would tell people is stop putting people on pedestals. They're not better than you. They have the same insecurities. It's how you deal with it. You walk into a party and think, "I don't belong here," but everybody feels that.
You belong. Don't be afraid to go after it. If you're specific about what you want—like we talked about—you just have to be smart about the steps. It's step by step, brick by brick. You're at the bottom of the mountain looking up, and then suddenly you're halfway up. The biggest thing is getting past the fear of those initial steps—when you're terrified or you don't think you have the ability.
Recognize windows of opportunity—they're everywhere.
Don't be afraid of success. One of the biggest things that keeps people from succeeding is fear of success, because responsibility comes with it.
Was there a moment where you felt like you overcame that insecurity? Because even with success, that voice can still be there.
It's still there. I still don't feel like I 100% belong in this town. Maybe it's ego—I feel like I need to prove I belong.
I do feel like I earned my place at the table now, but it wasn't until I started making my own stuff—when I directed my first movie—that something shifted. Directing is monumental: writing it, finding financing, prepping, casting, shooting on budget, editing, marketing—there's so much work.
I think the biggest thing is to keep showing up. Recognize windows of opportunity. People make excuses not to take opportunities because fear of failure is easier. Failure is easier than success.
It might not make sense, but it almost knocked me off several times. I still have that chip on my shoulder. I feel like I have to prove myself all the time.
I'm happy with what I've done, but I feel like there's a lot more. I feel like I'm always just getting started.
How do you get into a creative space?
Sativa. (Laughs.)
Listen—I'm not saying that's totally untrue. I don't smoke much weed, but when I really want to get creative, I'll smoke a little. Sometimes I'll have the best ideas, then wake up the next day like, "What the hell was I thinking?" But sometimes it's actually pretty good.
Honestly, how do I get creative? It comes in waves. Sometimes I'm in business mode. One thing I need to work on is not taking on so much, because when you take on too much, you don't have space to daydream.
Sometimes I'll sit and look at the lake, or sit in the backyard and stare, and I'll start imagining: What am I trying to get? What do I want this commercial to be? So it starts with: what am I trying to accomplish, and how do I get there? And sometimes that's just finding quiet space and meditating on it until it comes. If you have too much going on in your head, it's hard to create space.
So space—and not putting a box on yourself, even if others do?
Exactly. You take whatever guidelines exist, but you don't box yourself in. Same thing with Preschool—the movie—I was like, "I'm going for it." It was terrifying because my sense of humor can be ridiculous. I didn't know if people would like it. But people were literally curled over laughing in the theater. It was gratifying because I took a chance.
Same with a GATLAN commercial—we got pushback from my own team: "We can't do this, it's fat-shaming." I was like, "It's fine." So we shot something edgy, quick, and direct. And what I've found is people aren't as sensitive as we think.
Where do you hope GATLAN is five years from now?
I hope we're massively successful. I hope we make something that's been taboo or secret—TRT and this kind of health optimization—mainstream, where it's okay to talk about and do. That's the truth.
And I hope we help a lot of people and pave a new form of healthcare—preventative, personalized, precision healthcare. Something that allows people to live longer, happier, look better, and prevent chronic disease.
Health Mindset, Lifestyle & Personal Life
Josh Duhamel's Fitness Routine
- Lifting Weights — often with a trainer
- Cardio — as needed, especially on busy days
- Hot Yoga — a big one for mobility and injury prevention
- Cold Plunge — almost daily
Part of your message is getting men to be proactive about getting checked. Why do you think men are waiting?
A lot of guys don't want to admit something's off. There's an ego thing, and there's a fear thing. But the truth is, the sooner you get your levels checked, the sooner you can do something about it. There's no downside to knowing where you stand.
What does your health routine look like these days?
I do a lot of weird stuff. I cold plunge almost every day. I do hot yoga, which is huge for me—it keeps me mobile and helps prevent injuries. I lift, I do cardio when I need to. I try to eat clean, but I'm not perfect. The biggest thing is consistency and paying attention to how I feel.
If you could encourage every person in North Dakota to do one thing for their health this year, what would you tell them?
Get your levels checked. Find out where you're at, and look at what you can do to look better and feel better. You don't have to overhaul your whole life overnight. Just start with the information, and go from there.
Josh Duhamel on Fargo
What do you love about Fargo?
I couldn't wait to get out of North Dakota when I was 22. But after leaving, I realized how much I love it here. I love the people, their values, how family-oriented it is, how people take care of each other. I think North Dakota has some of the best people I've ever met.
This article is for informational purposes only and is not medical advice. Talk to a licensed medical provider before starting any hormone, peptide, or weight-loss treatment.
Photography by J. Alan Paul Photography.
