June 04, 2025

#168: TJ Dillashaw - From Fighter to Founder (Wild Society Nutrition)

54 minutes

In this episode of the PricePlow Podcast, we welcome TJ Dillashaw, two-time UFC Bantamweight champion turned supplement entrepreneur, to discuss his journey from elite fighter to founder of Wild Society Nutrition. This fascinating conversation explores how TJ’s decades of competition experience, combined with hard-learned lessons about supplement quality and industry practices, led him to create a brand focused on clean, effective products for athletes and health-conscious consumers alike.

TJ shares his evolution from someone who “didn’t really care” about supplementation early in his career to becoming deeply knowledgeable about nutrition and ingredient quality. His frustrations with taking products he wouldn’t personally use, despite being sponsored by major brands, ultimately drove him to create Wild Society with a focus on natural flavoring, natural sweeteners, and third-party testing through Informed Sport certification. The discussion reveals a fighter’s mentality applied to business, emphasizing transparency, quality over margins, and building products that can “outlive” their founder.

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https://blog.priceplow.com/podcast/tj-dillashaw-168

Video: TJ Dillashaw Discusses Wild Society and Fighter-to-Founder Journey

https://www.youtube.com/watch?v=Sc7jThXfLZI

Detailed Show Notes: From UFC Champion to Supplement Innovator

(0:00) – Introduction: Welcome TJ Dillashaw

(3:00) – The Garage Education: Learning Beyond the Classroom

(6:00) – From Sponsored Athlete to Brand Creator

(8:00) – Informed Sport Certification: Doing It Right from Day One

(11:00) – Product Development: Creating What He Wished He Had

(14:00) – The Clear Whey Revolution

(16:00) – The Business Partnership Evolution

(19:00) – Natural Market Strategy: Building for Sprouts and Beyond

(22:00) – Demographic Understanding and Market Expansion

(25:00) – The Self-Worth Journey and Entrepreneurial Purpose

(28:00) – The Longevity Protein: Innovation with Heart

(30:00) – Family Legacy and Personal Stories

(32:00) – Wrestling Origins, Athletic Foundation, and Mental Toughness

(34:00) – Flow State and Peak Performance

(37:00) – Training Evolution and Current Routine

(38:00) – Manufacturing Transparency with Actus Nutrition

(40:00) – Women’s Health and Supplement Science

(43:30) – Recovery Protocols and Infrastructure

(47:00) – Energy Drinks and Market Positioning

(50:00) – Caveman Eats: The Unexpected Hero Product and Supply Chain Challenges

(53:00) – Future Vision and Brand Building

Where to Follow and Learn More

Wild Society Nutrition: wildsocietynutrition.com

Wild Society Nutrition on PricePlow

Instagram: @wildsocietynutrition

TJ Dillashaw: @tjdillashaw

Retail Locations: Sprouts Farmers Market, Vitamin Shoppe, GNC

Caveman Eats: Currently available at Sprouts Farmers Mark…