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.