The global wellness economy has witnessed exponential growth, transitioning from a niche market to a dominant economic force. However, in Thailand, this expansion presents a paradox: while demand for health supplements is rising due to an aging population and increasing health consciousness, the market has become a "Red Ocean" characterized by fierce competition and price wars. This research aims to investigate the determinants of business success in the Thai health supplement industry by examining the interrelationships between entrepreneurial leadership, digital marketing strategy, innovation management, and organizational capabilities. Adopting a mixed-methods convergent parallel design, the study integrates quantitative and qualitative data to provide a holistic analysis. The quantitative phase involves a survey of 400 executives and owners of health supplement factories and brands, analyzed via Structural Equation Modeling (SEM). Concurrently, the qualitative phase employs in-depth interviews with 40 key informants, comprising 20 industry executives and 20 consumers, to gain deeper contextual insights. The findings are expected to reveal that while digital marketing and innovation are critical drivers, their efficacy is contingent upon strong entrepreneurial leadership and the dynamic capability to adapt resources. This study contributes a novel, integrated business model for the health supplement sector, offering strategic guidance for stakeholders navigating the complexities of the post-pandemic silver economy.