If you think you need to train to failure to build muscle, you've been operating on outdated science. Dr. Brad Schoenfeld has nearly 400 peer-reviewed papers on hypertrophy and he's done a complete 180 on some of his most firmly held beliefs.

In this episode, I sit down with Dr. Brad Schoenfeld, PhD, professor of exercise science and one of the world's most cited researchers in muscle hypertrophy. We break down the training myths that are still circulating online including why training to failure isn't necessary, why light weights can build as much muscle as heavy ones, and why two 30-minute sessions a week is genuinely enough for most people. Brad also explains the science of type one versus type two fiber loss with age, how GLP-1s are complicating muscle retention, and what the research actually says about rest intervals, cold plunges, and post-exercise heat.

We also go deep into the cutting edge of hypertrophy science: lengthened partials, electro-stimulation, the overlooked connection between muscle and metabolic health, and the key additions in the third edition of his landmark textbook. This episode is for anyone who trains, wants to train, or wants to understand what science actually says about building a body that performs and lasts.

*Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:*
https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

*TOPICS DISCUSSED*
(00:00:00) Intro: The Belief Brad Held in the 90s That Science Has Since Overturned

_______

*Thank you to our sponsors*

KetoneIQ: https://ketone.com/NEURO for 30% OFF
Function Health: https://www.functionhealth.com/louisanicola
IQBARS: https://www.eatiqbar.com/
Biologica: https://biologica.com/NEURO Up to 32% off first subscription order

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.
If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0
Instagram: https://www.instagram.com/louisanicola_/
Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

If you think you need to train to failure to build muscle, you've been operating on outdated science. Dr. Brad Schoenfeld has nearly 400 peer-reviewed papers on hypertrophy and he's done a complete 180 on some of his most firmly held beliefs.

In this episode, I sit down with Dr. Brad Schoenfeld, PhD, professor of exercise science and one of the world's most cited researchers in muscle hypertrophy. We break down the training myths that are still circulating online including why training to failure isn't necessary, why light weights can build as much muscle as heavy ones, and why two 30-minute sessions a week is genuinely enough for most people. Brad also explains the science of type one versus type two fiber loss with age, how GLP-1s are complicating muscle retention, and what the research actually says about rest intervals, cold plunges, and post-exercise heat.

We also go deep into the cutting edge of hypertrophy science: lengthened partials, electro-stimulation, the overlooked connection between muscle and metabolic health, and the key additions in the third edition of his landmark textbook. This episode is for anyone who trains, wants to train, or wants to understand what science actually says about building a body that performs and lasts.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: The Belief Brad Held in the 90s That Science Has Since Overturned

01:08 Meet Dr. Brad Schoenfeld: 400 Papers and What We Still Don't Know About Muscle Growth

06:13 Light Weights vs. Heavy Weights: The Study That Changed Everything

09:10 Type I vs. Type II Muscle Fibers and Why Type II Atrophies With Age

11:43 Muscle, Brain Health, and the Two-Days-a-Week Resistance Training Protocol

17:26 Strength vs. Power: Why Explosive Training Matters More Than You Think

21:32 The Biggest Lie in Fitness: There Is No Single Best Way to Build Muscle

23:15 Two 30-Minute Sessions a Week Is Enough

27:01 Protein Requirements for Muscle Growth: Where the Research Actually Lands

31:18 GLP-1s and Muscle Loss: What the Evidence Says

38:36 Aerobic Training, Step Count, and Where Cardio Fits In

40:47 How Muscle Improves Every Organ System in Your Body

44:35 Research Gaps in Advanced Training Techniques

49:00 Mechanical Tension as the Primary Driver of Hypertrophy

53:37 Rest Intervals: How Long You Actually Need Between Sets

58:20 Lengthened Partials: The Training Insight That Surprised the Field

01:02:10 Electrostimulation and At-Home Resistance Technology: Does It Work?

01:05:41 Cold Plunges After Lifting: Why Brad Says Avoid Them

01:07:52 Sleep and Muscle Building: What the Evidence Does and Doesn't Show

01:11:30 The Third Edition: Evidence-Based Practice and How to Use Research

_______

Thank you to our sponsors

KetoneIQ: https://ketone.com/NEURO for 30% OFF

Function Health: https://www.functionhealth.com/louisanicola

IQBARS: https://www.eatiqbar.com/

Biologica: https://biologica.com/NEURO Up to 32% off first subscription order

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think tracking their protein is enough. The science says what your body actually craves is something far more specific and the person making that argument spent 23 years inside legacy media watching the wellness industry sell women everything from "bikini body in two weeks" to canned protein soda.

In this episode, I sit down with Liz Plosser, former Editor in Chief of Women's Health, where she oversaw brands reaching 44 million women. We break down why the nine essential amino acids are what your body is really after when you chase protein, why BCAAs are only a fraction of the picture, and why a study found four of the top six creatine gummies on Amazon contained zero creatine. Liz also opens up about her own supplement stack, her shift from endurance running to heavy lifting, and makes the case that testing instead of guessing is one of the most empowering moves you can make for your health.

Then we go deep on the science most people get wrong: why aging women struggle to pull amino acids from food, how essential aminos protect lean muscle even on rest days and for those on GLP-1s, the new research on high-dose creatine for sleep deprivation and Alzheimer's, and why collagen may not deserve the hype. We also cover the menopause misinformation epidemic, the 2002 hormone study that terrified the world, and what Liz puts in her own morning protocol. This conversation will completely change how you think about protein, what you supplement, and how you fuel your brain and body.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: The Protein Myth and Why Amino Acids Are What Your Body Really Wants

00:56 Protein, Amino Acids, and How Much You Actually Need

03:23 The Nine Essential Amino Acids: The Real Building Blocks

06:03 BCAAs vs EAAs: Why a Subset Isn't Enough

11:50 23 Years in Wellness Media: What Liz Saw Change

14:18 The Menopause Conversation and Why It Exploded

23:17 Kion Aminos, Timing, and Whether It Counts Toward Your 100g

26:46 Liz's Daily Routine: Aminos, Creatine, and the Morning Glass of Water

27:42 Can You Take Aminos While Fasting?

29:50 Do Aminos Preserve Lean Mass on Rest Days and on GLP-1s?

36:19 Leaving Legacy Media and Finding a New Mission

39:14 The New Creatine Research: Sleep, Dosing, and Alzheimer's

43:24 How Creatine Reaches the Brain and the Case for 10 Grams

44:48 Creatine for Mood and Depression

46:12 Collagen: Does It Actually Deserve the Hype?

49:40 The Creatine Gummy Scandal: Four of Six With Zero Creatine

51:27 Coffee, Cans, and Why Bioavailability Matters

54:50 Creatine, Electrolytes, and the 1990s Bodybuilding Hack

57:54 Liz's Morning Protocol and Owning Your AM

_______

Thank you to our sponsors

Kion: visit http://getkion.com/neuro for 20% off

Function Health: https://www.functionhealth.com/louisanicola

Timeline: https://www.timeline.com/partners/neuro-athletics

AirDoctor: https://www.AirDoctorPro.com use promo code NEURO for up to $300 off

Qualia Life: https://www.qualialife.com/Neuro for an additional 15% off on top of the 50%

BASED Bodyworks: https://basedbodyworks.com/ and use code NEURO for 20% off

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think breast cancer treatment ends when the tumor is gone. Science says that's where the real damage often begins, and the woman making that argument was diagnosed at 28, lost her mother to ovarian cancer the same year, and turned her own dismissal by the medical system into a specialization that now treats women nobody else will touch.

In this episode, I sit down with Dr. Corinne Menn Board Certified OBGYN, breast cancer survivor, and one of the few specialists in the world treating menopause in cancer survivors. We break down why 80% of women diagnosed with breast cancer have no strong family history, why tamoxifen and aromatase inhibitors quietly devastate brain, bone, and sexual health, and why telling a woman with severe vaginal atrophy to use coconut oil is not evidence-based medicine. Dr. Corinne also opens up about her own diagnosis, her premature menopause at 28, the truth about hormone replacement therapy after breast cancer, and the BRCA, ApoE4, and surgical menopause snowball nobody is putting together for patients. This conversation will completely change how you think about breast cancer, menopause, and the women's health crisis hiding in plain sight.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: Why Nobody Is Coming to Save Breast Cancer Survivors

01:05 Karin's Origin Story: Diagnosed at 28, Losing Her Mom, and Premature Menopause

03:06 The 85% Cure Rate Lie: Why Survival Comes at a Brutal Cost

06:13 Breast Cancer Is Not One Disease: Why 80% Have No Family History

08:14 BRCA1, BRCA2, and the Genetic Mutations Most Women Never Get Tested For

13:14 Karin's Own Genetic Test Story and Why 23andMe Is Not Enough

15:07 BRCA1 vs BRCA2: Age of Onset and When to Remove Ovaries

17:30 The Biology of Estrogen: Why Estrogen Does Not Cause Breast Cancer

23:40 Birth Control, Breastfeeding, and the Real Risk Factors

26:17 Alcohol, Inflammation, and the Toxins Driving Cancer Rates

27:46 Tamoxifen Explained: What It Does to Your Brain, Bones, and Body

34:23 Aromatase Inhibitors: Putting Your Estrogen in the Basement

37:15 Where Women Go When No Doctor Will Help Them

41:17 Oophorectomy, Early Menopause, and the 6 to 12% of Women Affected

44:26 Why Black Women Face the Highest Risk and the Least Care

46:20 The ApoE4, BRCA, and Surgical Menopause Snowball

48:02 Coconut Oil Is Not Medicine: The Vaginal Estrogen Truth

50:35 HRT Denial and the Myths Keeping Women From Treatment

51:13 Who Owns the Breast Cancer Survivor After Treatment Ends

54:18 Why the System Fails: Reimbursement, Resources, and Survivorship Gaps

01:00:07 Can You Be on Tamoxifen and Hormone Replacement Therapy?

01:03:26 Three Neurologists, One Tau Test, and the Dementia Dismissal

01:06:26 Positive Stories: Women Who Took Back Their Health and Won

01:09:16 The One Wish: Valuing Ovarian Function Beyond Reproduction

_______

Thank you to our sponsors

KetoneIQ: https://ketone.com/NEURO for 30% OFF

DailyBasis: https://www.dailybasislife.com/NEURO for 50% off first month

IQBARS: https://www.eatiqbar.com/

Biologica: https://biologica.com/NEURO Up to 32% off first subscription order

Cure Hydration: https://www.curehydration.com/ Use code NEURO gets 20% off

Honey Love: https://www.honeylove.com/NEURO Save 20% Off Honeylove #honeylovepod

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think breast cancer treatment ends when the tumor is gone. Science says that's where the real damage often begins, and the woman making that argument was diagnosed at 28, lost her mother to ovarian cancer the same year, and turned her own dismissal by the medical system into a specialization that now treats women nobody else will touch.

In this episode, I sit down with Dr. Corinne Menn Board Certified OBGYN, breast cancer survivor, and one of the few specialists in the world treating menopause in cancer survivors. We break down why 80% of women diagnosed with breast cancer have no strong family history, why tamoxifen and aromatase inhibitors quietly devastate brain, bone, and sexual health, and why telling a woman with severe vaginal atrophy to use coconut oil is not evidence-based medicine. Dr. Corinne also opens up about her own diagnosis, her premature menopause at 28, the truth about hormone replacement therapy after breast cancer, and the BRCA, ApoE4, and surgical menopause snowball nobody is putting together for patients. This conversation will completely change how you think about breast cancer, menopause, and the women's health crisis hiding in plain sight.

*Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:*
https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

*TOPICS DISCUSSED*
(00:00:00) Intro: Why Nobody Is Coming to Save Breast Cancer Survivors

_______

*Thank you to our sponsors*
KetoneIQ: https://ketone.com/NEURO for 30% OFF
DailyBasis: https://www.dailybasislife.com/NEURO for 50% off first month
IQBARS: https://www.eatiqbar.com/
Biologica: https://biologica.com/NEURO Up to 32% off first subscription order
Cure Hydration: https://www.curehydration.com/ Use code NEURO gets 20% off
Honey Love: https://www.honeylove.com/NEURO Save 20% Off Honeylove #honeylovepod

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.
If you're committed to optimizing your brain- reducing...

Learn more about your ad choices. Visit megaphone.fm/adchoices

*Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:*
https://tinyurl.com/55c24w66

Most people think tracking your brain is science fiction. The truth is, the technology to measure your brainwaves, train your focus, and deepen your deep sleep already fits inside a sleek little headband and the woman who built it has been studying neuroplasticity since long before consumer neurotech existed.

In this episode, I sit down with Ariel Garten, neuroscientist, psychotherapist, and co-founder of Muse, the brain-sensing wearable backed by the world's largest consumer EEG data set. We break down what brainwaves actually are, why your individual alpha peak frequency is one of the most underrated markers of cognitive aging, and how just five minutes of focused attention meditation per day can make your brain look 7.5 years younger. Ariel walks me through sleep spindles as the single greatest predictor of brain age, how the glymphatic system clears amyloid beta during deep sleep, and why hemispheric specialization shows up so differently in male and female anxiety. We also get into

Muse's foundation brain model, novel biomarkers for Parkinson's and Alzheimer's, the digital sleeping pill, and her mission to make sure no one is jailed by the prison of their own mind. This conversation will change how you think about your brain, your sleep, and what cognitive longevity actually requires.

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

*TOPICS DISCUSSED*
(00:00:00) Intro: Inside the Brain Sensing Headband Changing Neuroscience

_______

*Thank you to our sponsors*
Function Health: https://www.functionhealth.com/louisanicola
Timeline: https://www.timeline.com/partners/neuro-athletics
Jones Road Beauty: https://www.jonesroadbeauty.com and use code NEURO
Lifeboost Coffee: https://lifeboostcoffee.com/ and use code NEURO for 10% off
Momentum: https://momentumshake.com/neuro Get Free Welcome Kit + Travel Collection — $70 value
IQBARS: https://www.eatiqbar.com/

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.
If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0
Instagram: https://www.instagram.com/louisanicola_/
Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think tracking your brain is science fiction. The truth is, the technology to measure your brainwaves, train your focus, and deepen your deep sleep already fits inside a sleek little headband and the woman who built it has been studying neuroplasticity since long before consumer neurotech existed.

In this episode, I sit down with Ariel Garten, neuroscientist, psychotherapist, and co-founder of Muse, the brain-sensing wearable backed by the world's largest consumer EEG data set. We break down what brainwaves actually are, why your individual alpha peak frequency is one of the most underrated markers of cognitive aging, and how just five minutes of focused attention meditation per day can make your brain look 7.5 years younger. Ariel walks me through sleep spindles as the single greatest predictor of brain age, how the glymphatic system clears amyloid beta during deep sleep, and why hemispheric specialization shows up so differently in male and female anxiety. We also get into Muse's foundation brain model, novel biomarkers for Parkinson's and Alzheimer's, the digital sleeping pill, and her mission to make sure no one is jailed by the prison of their own mind. This conversation will change how you think about your brain, your sleep, and what cognitive longevity actually requires.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: Inside the Brain Sensing Headband Changing Neuroscience

05:17 What an EEG Actually Measures and Your Brainwaves Explained

13:20 Alpha Waves, Flow State, and Why It's Easier to Reach Than You Think

23:11 Peak Alpha Frequency: The Refresh Rate of Your Brain

29:25 The Meditation Study That Made Brains Look 7.5 Years Younger

38:30 Sleep Spindles: The Single Greatest Predictor of Brain Age

43:30 Deep Sleep, Delta Waves, and the Glymphatic Power Wash

48:11 Muse's Digital Sleeping Pill and Deep Sleep Boost

01:01:21 fNIRS, Blood Flow Training, and the Athena Owl Experience

01:04:23 The Foundation Brain Model and Novel Biomarkers for Alzheimer's

_______

Thank you to our sponsors

Function Health: https://www.functionhealth.com/louisanicola

Timeline: https://www.timeline.com/partners/neuro-athletics

Jones Road Beauty: https://www.jonesroadbeauty.com and use code NEURO

Lifeboost Coffee: https://lifeboostcoffee.com/ and use code NEURO for 10% off

Momentum: https://momentumshake.com/neuro Get Free Welcome Kit + Travel Collection — $70 value

IQBARS: https://www.eatiqbar.com/

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think building a billion-dollar consumer brand requires a Stanford MBA, a celebrity co-sign, and a war chest of venture capital. The reality is messier. The person making that case mixed nootropics in his college dorm room, helped his paralyzed best friend find his edge again with the same compounds, and turned a piece of gum into one of the fastest-growing functional brands in America.

In this episode, I sit down with Kent Yoshimura, neuroscientist, martial artist, muralist, and co-founder of Neuro Gum. We break down why the founder's identity matters more than the ingredient list, why cold compression makes most creatine gummies a scam, and why nano-influencers will quietly outperform every Kardashian-tier post by 2027. Kent also opens up about the trademark lawsuit that nearly killed the company, the Daniel Lubetzky DM that ended a war of attrition in a single message, the 25,000-creator Discord running Neuro's TikTok flywheel, the $10 million raise that built the team, and what he would do with $10,000 if he had to start a brand over today. This conversation will completely change how you think about cognitive performance, founder credibility, and what it takes to build a brand people trust over an algorithm.

*Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:*
https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

*TOPICS DISCUSSED*
(00:00:00) Intro: Mixing Supplements in a Dorm Room and the Birth of Neuro Gum

*Thank you to our sponsors*
Pulsetto: https://pulsetto.tech/pages/NEURO or use Code NEURO for some off your order
Huel: https://www.huel.com/neuro use promo code NEURO for 15% OFF (New Customers, Min. $75 purchase)
KetoneIQ: https://ketone.com/NEURO for 30% OFF
DailyBasis: https://www.dailybasislife.com/NEURO for 50% off first month

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.
If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0
Instagram: https://www.instagram.com/louisanicola_/
Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think building a billion-dollar consumer brand requires a Stanford MBA, a celebrity co-sign, and a war chest of venture capital. The reality is messier. The person making that case mixed nootropics in his college dorm room, helped his paralyzed best friend find his edge again with the same compounds, and turned a piece of gum into one of the fastest-growing functional brands in America.

In this episode, I sit down with Kent Yoshimura, neuroscientist, martial artist, muralist, and co-founder of Neuro Gum. We break down why the founder's identity matters more than the ingredient list, why cold compression makes most creatine gummies a scam, and why nano-influencers will quietly outperform every Kardashian-tier post by 2027. Kent also opens up about the trademark lawsuit that nearly killed the company, the Daniel Lubetzky DM that ended a war of attrition in a single message, the 25,000-creator Discord running Neuro's TikTok flywheel, the $10 million raise that built the team, and what he would do with $10,000 if he had to start a brand over today. This conversation will completely change how you think about cognitive performance, founder credibility, and what it takes to build a brand people trust over an algorithm.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: Mixing Supplements in a Dorm Room and the Birth of Neuro Gum

04:27 Martial Arts, Triathlon, and What Elite Sport Teaches You About Business

14:08 Ryan's Snowboarding Accident and the Accessibility Mission

24:03 Cold Compression, Why Creatine Gummies Are a Scam, and the Melatonin Myth

30:23 The 2020 Inflection Point: CVS, Shark Tank, and Joe Rogan

31:23 The TikTok Playbook: Posting Every Day for a Year With No Agency

42:19 The 25,000-Creator Community and Paying Out a Quarter Million a Month

46:27 The $300 Million Lawsuit and the Daniel Lubetzky DM That Saved Neuro Gum

53:11 Why Red Bull's Dietrich Mateschitz Is Kent's Hero

1:00:17 AI, One-Person Billionaires, and Why Humanity Is the New Commodity

1:03:44 First Principles for Anyone Starting a Brand Today

1:08:40 The End of Mega-Influencers and the Rise of Nano Trust

1:09:49 What He Would Do With 10,000 Dollars to Start a Brand Today

_______

Thank you to our sponsors

Pulsetto: https://pulsetto.tech/pages/NEURO or use Code NEURO for some off your order

Huel: https://www.huel.com/neuro use promo code NEURO for 15% OFF (New Customers, Min. $75 purchase)

KetoneIQ: https://ketone.com/NEURO for 30% OFF

DailyBasis: https://www.dailybasislife.com/NEURO for 50% off first month

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_

Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think their kitchen is the safest place in their home. The truth is the opposite. The cookware you use every day, the cutting boards you trust, the utensils you stir with, even the coffee maker on your counter, may be quietly leaching forever chemicals, microplastics, and heavy metals into your food and into your brain. In this episode, I sit down with Jordan Nathan, founder and CEO of Caraway, the brand redefining what nontoxic actually means in the modern home. Jordan walks me through the night he called poison control after overheating a Teflon pan, the 2-year journey to launch a cookware line free of PFAS, and why six U.S. states have now banned forever chemicals in cookware. We unpack what PFAS, PFOA, and PTFE actually are, why they accumulate in fat tissue and cross the blood brain barrier, and why scratched pans, plastic cutting boards, and black nylon utensils are some of the most dangerous things in your kitchen.

Then we go deep on the science. I break down the Nature Medicine 2025 study showing microplastics in human brain tissue at higher concentrations than the liver or kidney, with the highest accumulation found in dementia brains. We cover the rise of autoimmune disease, the credit card's worth of plastic the average person consumes every week, Caraway's third party testing for over 600 PFAS chemicals, and a full kitchen audit on a $1,000 budget covering induction vs gas, dishwasher dangers, and what's coming next as Caraway expands into the broader nontoxic home. This conversation will completely change how you think about what is in your kitchen, what is in your body, and what you can actually do about it.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: Plastic Is Hiding in Plain Sight in Your Kitchen

01:36 The Night Jordan Called Poison Control Over a Teflon Pan

05:06 PFAS, PFOA, and PTFE: What Forever Chemicals Actually Are

09:35 Why PFAS Accumulate in Fat Tissue and Cross the Blood Brain Barrier

13:31 The Birth of Caraway and What the Name Actually Means

17:50 Why 6 States Have Banned PFAS in Cookware

19:22 Third Party Testing: How Caraway Tests for 600+ PFAS Chemicals

23:10 The Steve Jobs Mentality: Industry Standards Aren't Our Standards

29:31 Scratched Pans, Plastic Cutting Boards, and the Hidden Risks

33:18 Microplastics Found in Human Brain Tissue: The 2025 Study

37:28 Caraway's Bestsellers and the Expansion Into the Whole Home

40:20 Cast Iron, Stainless Steel, and How to Choose Cookware

41:29 Why You Should Never Put Cookware in the Dishwasher

43:02 Gas vs Induction Stoves: Which One Is Actually Safer

44:30 The Full $1,000 Kitchen Audit: Where to Start

49:21 Black Plastic, Nylon Utensils, and the Truth About Takeout Containers

51:00 One Thing Jordan Wishes He Knew About the Average Kitchen

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Thank you to our sponsors

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JSHealth: https://jshealthvitamins.com and use code NEURO for 20% off

BASED Bodyworks: https://basedbodyworks.com/ and use code NEURO for 20% off

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I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

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