Inside the Four Walls

The story goes something like this... Sports nutrition has gone mainstream, although there are some geographies where it remains "core" and more closely aligned to bodybuilding and the aesthetic focused consumer - the Middle East for example. But is that true? Well, Victoria Boldison helps us to better understand the Middle East, including how best to approach the different countries/states, how to navigate cultural differences and how to identify the logistics of go to market strategies. It seems there is so much more to the Middle East than the simple stereotype of "core sports nutrition"...

Joe Welstead tells you how it is. On start up life, on nootropics, on working with retailers, talking to investors, and creating genuinely better for you products... (amongst many other things). But he certainly doesn't take the path of least resistance, in fact the polar opposite. This is a 'real' podcast with genuinely great insight. And it is provides an inside track to developing a brand in one of the most focused areas post pandemic in energy, stress and sleep.

After the success of his first podcast (see episode 2; the story of PhD), we had to have Jason back to discuss his latest venture - HMN24. In fact, this episode is exactly what this podcast is about - discussing the latest developments and interpretations of sports and active nutrition. But the great thing about Jason is that this isn't just about opinion... it is about doing. HMN24 is about human optimisation. It is about performance beyond the gym. It is about health and wellbeing. And indirectly it is about the ageing athlete (my words, not Jason's). And there is something so right about it, and I suspect many others will agree. It'll take some time to know what consumers think of course, but i've no doubt that there will be a lot of fast followers looking to copy or adapt the proposition of HMN24.

The world of sports nutrition is bigger than we define it. And at the heart of that is technology, data and personalised nutrition, which in the interests of Supersapiens, helps people to better manage their energy related goals. Phil is the CEO of Supersapiens and we discuss where Supersapiens fit in the broader category of performance and sports nutrition and just where they are today in terms of the bigger picture. It is a fascinating listen that emphasises the importance of looking beyond the four walls.

Karl is a sports nutrition product and category expert. And he also happens to head innovation and commercialisation in Europe for one of the most important sports nutrition companies, Glanbia Performance Nutrition. But whilst the blueprint of working at the biggest companies with a portfolio of brands looks good on paper, just how easy is it to execute on the ground? In this episode, Karl and I discuss the challenges of innovating across a portfolio of brands, in addition to the importance of brand permission in setting the necessary guardrails for being successful. We also look at what is or isn't a trend and the importance of acting now in terms of sustainability.

If you weren't aware of Supreme, then you should. And for those that do, i suspect many of you only took notice in July 2021. That is because Supreme acquired Sci-Mx from Samworth Brothers in order to complement their existing Sports Nutrition & Wellness product portfolio, whilst simultaneously taking hold of a new 52,000 sq ft manufacturing and distribution facility. But this wasn't just any acquisition. Sci-Mx, so well known to many in the industry as a legacy brand, had been struggling to maintain traction with consumers to the extent they effectively went out of business. It is a wake up call for all in the industry that despite the wave of optimism to the opportunities in sports nutrition, it has never been so difficult to navigate. But this isn't just about the story of Sci-Mx - it is the story of Supreme and Sandy Chadha (CEO) tells that story perfectly. Sandy talks us through the acquisition of Sci-Mx in addition to the vision and approach of Supreme to building a Sports Nutrition and Wellness portfolio that will have an important role to play in the sports nutrition industry moving forward.

Change and evolution is best experienced, not just read about. And Robert Walker has certainly experienced it, if not played some part in facilitating it. Robert's 25 years in sports nutrition covers the US, UK, Europe and Scandinavia and includes some of the best knowns brands and companies, including Twinlab, NBTY, Gymgrossisten, Sci-Mx and Aminolabs. His journey also includes building a brand and subsequently selling it to The Hut Group. If there is one person to describe the realities of sports nutrition today, then you'll not go far wrong in listening to Robert.

Vieve Protein Water is the textbook product. Consumers want more protein, in a convenient format and they want it to be refreshing (not like a 'shake'). It is not so much sports nutrition has gone mainstream, but protein has become a better for you water. Raf Rozenson is the CEO and founder of Vieve Protein Water and offers us his insights into the why he started the brand, who his consumers are and the challenges of building a protein RTD in today's market, not least the influence of DTC and Amazon versus traditional bricks and mortar retailers.

Healthy snacking, and bars in particular, is a fascinating category. It is constantly referred to as a buoyant category - one that transcends the trend of convenience, or sports nutrition going mainstream - and it is surrounded by brands who've been successful like Grenade, Fulfil or Kind. However, it is competitive and increasingly saturated with more brands and more products looking to find the next big break through. So what is it like to be in the 'mixer'? Suzie Walker founded The Primal Pantry as healthy snacking started to take off, and was one of the 'next big brands'. Suzie helps us understand the story, how the category evolved, what it was like to build a brand and navigate everything that comes with it such as growth, investment and people. We also find out about her latest venture - building a keto brand, direct to consumer. One significant trend, in the fastest growing channel... they are a brand to watch.

We are always interested in what is new; who are the latest brands, and how are they disrupting the industry. It is too easy to ignore or write off the original pioneer brands as 'old' or unable to evolve. But should we? René van der Zel is the founder and CEO of XXL Nutrition a Dutch based DTC sports nutrition brand that is 17 years old. Originally built on the bodybuilding consumer, XXL Nutrition have evolved - however, they remain a specialist brand and focused on the gym environment. René reminds me that brands can still flourish in sports nutrition and that perhaps some of the reasons that made XXL Nutrition (and others) successful in the first place and have never been more important today.

Personalised nutrition continues to capture the imagination and is global macro trend that is influencing the nutrition industry today. However, just how established is it, what do consumers believe about personalised nutrition and what is it that they actually want? Adrian Kapsilis is the founder and CEO of Loewi, a two year old personalised nutrition company that has established itself as offering tailor made vitamins based on blood biomarkers and a lifestyle questionnaire. Adrian talks us through the background to Loewi, just how difficult it is to start a personalised nutrition company, the importance of science and technology, the maturity of the consumer and the complexity of the supply chain. If you want to know about the ins and outs of personalised nutrition, then this is the podcast for you.

Everyone talks about sports and active nutrition going 'mainstream', particularly in categories like Healthy Snacking. But what does it take to compete in the world of healthy snacking that is already mass and saturated with well-established multi-national brands. Sara Trechman is co-founder of Well&Truly - a mainstream (savoury) healthy snacking brand. Sara helps us understand the realities of this category, how it is defined, and crucially, what it takes to be successful. Sara also brings with her 6 years of senior experience working with GPN and PhD and helps us to reflect on what the opportunities and risks are for sports nutrition brands in this environment. I often say that it isn't the category of sports nutrition that has gone mainstream, it is the principles of sports nutrition. This is a great listen for those trying to better understand the opportunities for growth in snacking and functional foods.

There is nothing dull about our industry - and i include regulation in that too! The regulatory landscape in Europe is often viewed negatively for being restrictive to innovation. And whilst it easy to understand why - there are only ~230 approved claims for one - it is also an opportunity to differentiate. Mark Tallon helps us to better interpret the regulatory landscape, how to navigate grey areas and where to identify opportunities in which to take advantage and be creative. This isn't your standard approach to regulation, it is your practical guide to doing it better than the rest.

Ever thought about what the future looks like? Then launch in China. China is mind-blowing. The number of consumers, their interest in health and wellness, and the advanced nature of their online engagement all adds up to a huge commercial market for nutrition. In this episode, we talk to Zarina Kanji from Alibaba about the opportunity for brands in Europe to export into China. We talk about the consumer, who they are, what products they want, and of course, the logistics of making it happen. But this is isn't just about globalisation, it is about taking one step into the future.

Stories and insight don't come much better than this. Marcus and Jack started YourZooki because they wanted a product for themselves that didn't exist. So they found a way to make it and they convinced people to buy it. Four years on, they are in over 2500 retail stores, sell a product every 5 seconds and have just launched into GNC in the US. And the best part of it all - the products remain niche and the scope of the opportunity that presents itself would suggest that they've only just got started. If you didn't know YourZooki before this podcast, I guarantee you'll not forget them after listening to this podcast.

Every trend starts somewhere. In Europe, the interest in foods and supplements to feed the brain started with Braineffect. They are true category creators who believe that nurturing a focused, calm and healthy mind should be the new normal. And who wouldn't agree with that... Fabian Foelsch is the cofounder and CEO and helps us to understand what it takes to developing the leading platform in Europe. From the consumer, to the role of education, to the importance of brand permission. This episode has it all.

You can't go anywhere without hearing about the "opportunity" in esports and gaming nutrition. The macro market is huge, but the role of nutrition products and supplements is in its infancy. But for how long? If you speak to anyone from 'within', then the question is not 'why' but 'why not'. Gary Kleinman is co-founder of Skinz.gg a start up gaming brand that is focused on player performance and healthcare. Gary provides us with a unique insight into the world of gaming and the role of nutrition, reminding us that it is not about games per se, but the community and lifestyle.

Perhaps the most talked about area or category of the last few years has to be 'healthy category'. It represents a collision point of sports nutrition brands going mainstream, FMCG becoming 'better for you' and a whole set of new brands defining 'active lifestyle'. Stefan Lagerqvist is the CEO of N!cks a leading brand in Sweden with a portfolio of bars and ice cream. Stefan talks us through the growth N!cks, how innovation has helped define their success so far, and the impact a recent capital raise of 30 million USD will have on their business.

As we continue to see the emergence of new brands into the sports and active nutrition space we always like to critique what it is they do, why they do it, and are they any different from what is already out there? A question that is broadly subjective, but always results in good discussion. But how about nutrition that isn't just oral, but topical (applied to the skin). And what about a brand that isn't about aesthetics, endurance or active lifestyle but a systems approach to ‘human optimisation'. Jeff Beyers is the founder and CEO of Amp human, and talks us through how they are approaching the market with a different lens, both in product and in concept.

“Protein has gone mainstream” is one of the most synonymous phrases used to describe the sports, active and lifestyle nutrition market today. Particularly in convenient formats. The emergence of protein water is a direct result of this trend and provides the functionality of protein with the perfect base to offer the consumer refreshment. But how mainstream is this proposition? Do consumers and retailers understand it? What is the best way to communicate the benefits? Bob Kral – founder, and Andy Horrow – President, of Protein 2O, provide us with their view on the growth and opportunity for protein water, and what it has taken to build the world's biggest protein water brand.

If you are going to break through the ceiling of Sports Nutrition then you need to build a brand. It sounds obvious, but it is easier said than done. That is what Bulk (Powders) are doing as they rapidly approach £100m in revenue in 2021. Cofounders Adam and Elliot tell us about their journey from garage based tub filling to well established online DTC sports nutrition brand with even bigger ambitions. As a leading brand in the industry, Bulk represent a category benchmark that many should look to compare.

Endurance sports nutrition is an enigma. In the shadow of protein and with a paucity of data, it has been difficult to understand the role it plays in the market. Well not for much longer - Stephen Moon is an charismatic leader and has led the growth of Science in Sport (SiS) for 8 years since its acquisition. Stephen details the journey of SiS, the principles that underpin their approach, the vision for acquiring PhD and their transformation to an ecommerce business. It is a fascinating insight into a globally recognised endurance brand turned performance nutrition platform.

When you have a company that brings together three mega trends in personalisation, convenience (in the form of gummies) and the consumers increased sensitivity to being healthy – then you have to find out more. Melissa Snover is changing the game with Nourished with 3D printed personalised gummies. The business model is disruptive and the concept feels like the future. This isn't just about the brand and product, it is also about the progression of technology and overcoming the challenges of large scale manufacturing and high MOQs. In this interview, Melissa talks about how she started the company, the development of both technology and product, and their current rate of growth. We always talk about the future of nutrition being personalised – well it is already here.

If you were to name two of the top brands in sports and active nutrition in the US, I'd be surprised if you didn't include Cellucor and Xtend - part of the Nutrabolt portfolio. They are both iconic brands, and in their own way, defining the approach needed to stay relevant over time and manage their evolution into adjacent categories. Particularly, the area of ‘energy'. In this episode we talk to Doss Cunningham, CEO of Nutrabolt, about the phenomenal growth of the portfolio, how they are navigating change and transformation, and the principles he applies to maintaining continuity and entrepreneurial spirit. The more you listen to Doss, and the more you understand about Cellucor and Xtend, the more you'll appreciate the extent to which they represent a blueprint approach to the future, irrespective of category.

Myprotein, in many respects, defines the sports nutrition industry today. They are the benchmark to which all other brands compare themselves. And it is not just about the business model, but their speed to market with new innovation and the approach they have taken to adopting evolving trends into their product range. Andy Duckworth was CEO of Myprotein from 2012 to 2018 and provides us with his reflections of how Myprotein disrupted the market and how that progressed during his time in charge. A great listen, not just in content, but the intensity and passion you can feel from Andy who used and believed in the product himself. A reminder that it always starts from the top. Andy also reminds us that the principles that underpin the success of Myprotein are also relevant to him in his new venture, Naturecan – a leading CBD company. A podcast with insights relevant to us all…

Toby is one of our industries clever people. He took his background in consulting and applied it into sports nutrition with GPN and helped build one of the most comprehensive sports nutrition portfolio's that exists today. Toby was one of the early GPN employee's in the EMEA business and reflects on what it was like to build an infrastructure that would match the growth aspirations of GPN. A must listen if you want to understand how to make the complex seem simple. Toby also provides us with a glimpse of his new venture, Grass & Co.

Many of us dream of starting a brand that they are truly passionate about, and in an industry that we live and breath. Jason did just that in sports nutrition, and was successful - exiting twice. In a candid interview, Jason tells us about how PhD started, the factors that underpinned its success and how he see's the industry moving forward. A real look to the past, the present and the future. A truly insightful listen from one of our industry's original pioneers.

There are not many people who know this industry better than Garyth Stone. Garyth is a Managing Director in Houlihan Lokey's Consumer, Food and Retail group and has been both buyer side and seller sider of some of the most significant financial deals in the industry. Garyth offers us his unique perspective on how the industry is evolving through the lens of the investor and what this means for all of us involved.