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Gwyneth & The Art of Motorcycle Maintenance

A talmudic discussion of Goop’s fortunes, Paltrow’s strengths and weaknesses, and various exit outcomes with Amy Odell, the author of ‘Gwyneth.’

Gwyneth Paltrow 1996
Goop has a huge office in Santa Monica that’s as big as a city block, which is another expensive piece of real estate, but Gwyneth wanted it. Photo: Jeff Kravitz/FilmMagic, Inc
Rachel Strugatz
August 6, 2025

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Since I joined Puck, I’ve reported pretty relentlessly on Goop, Gwyneth Paltrow’s ubiquitous but underperforming lifestyle brand. For all of its challenges––lack of focus, inept executive team, and an infatuation with scale and gimmicks over profitability and sustainable business practices, etcetera––Goop has still managed to become one of the most important brands of the last 20 years. Paltrow herself has had an outsize influence on wellness culture, and whether you love or hate her, she’s one of the greatest marketers of our time.