The PricePlow Podcast

By Supplement Industry Thought LeadersAlternative Health Health & Fitness Nutrition

The PricePlow Podcast episodes

November 12#243: Beyond Whey - FrieslandCampina on Caseinates, Clear Protein, and the Ongoing Whey Shortage
Whey supply keeps falling behind protein demand, and FrieslandCampina expects the gap to keep growing. On Episode #243 of the PricePlow Podcast, Mike and Ben sit down at SupplySide Global 2026 with Floor van der Horst, Global Marketing Director for Performance & Active Nutrition, and Penny Antonopoulos, North America Marketing Manager for Performance & Active Nutrition. Floor shares the company’s forecast of a 60 to 70 kiloton whey shortage by 2030, then walks through how the farmer-owned dairy cooperative is helping brands keep up: more whey capacity, a full lineup of caseinates, a fermented whey, and the new Nutri Wheyâ„¢ Isolate Clear PA for clear protein drinks.
It’s the perfect follow-up to our Casein Comeback deep dive, and what a fun episode this was. FrieslandCampina’s applications team brought six concepts for us to taste, and every one of them landed. Mike’s favorite was the blueberry lemon Protein NutriBites, Ben’s was the Protein Harvest grain bar, and Ben called the clear drinks one of the best clear protein experiences yet, sparkling or still!
https://blog.priceplow.com/podcast/floor-van-der-horst-frieslandcampina-243
Video: Tasting FrieslandCampina’s Protein Concepts at SupplySide Global
https://www.youtube.com/watch?v=GWQrQb6UPu4
Detailed Show Notes: Whey, Caseinates, and Clear Protein with Floor van der Horst and Penny Antonopoulos
(0:00) – Introductions
(2:00) – A Farmer-Owned Dairy Cooperative
(3:15) – The Protein Boom Outruns Supply
(6:30) – Racing for the Last Whey Pools
(10:15) – Quality, Not Just Quantity: Consumers Blinded by Whey?!
(11:00) – Can Cheese Keep Up?
(14:30) – Floor Does the Whey Math
(15:45) – The U.S. Market and Longevity
(18:30) – A 2030 Whey Shortage Forecast
(19:15) – Whey Isolates and a Clear Newcomer
(20:30) – WPC80 from Caseinate Production
(23:15) – Native Whey and Micellar Casein
(24:15) – Matching Protein to Format
(26:30) – Tailored Ingredients, Not Commodities
(28:45) – Nutri Whey Fermentis: Fermented Whey Protein
(31:00) – Tasting the Protein NutriBites
(34:00) – Vivinal GOS, a Milk-Based Prebiotic
(35:00) – Four Caseinates, Four Minerals
(36:30) – Casein 101 with Miss Muffet
(39:30) – The Caseinate Research Sports Nutrition Missed
(42:00) – Total Milk Protein and Satiety
(44:00) – Why Skip Ultra-Filtered Milk?
(45:15) – Coconut Energy Protein Water
(46:45) – More Than Doubling Whey Capacity
(48:15) – Rocket Pop and Two Application Labs
(49:15) – Clear Protein Without the Astringency
(50:45) – 10 Grams or 15?
(52:45) – Mini Protein Muffins
(54:00) – A Dubai Chocolate Protein Bar
(55:30) – Brands Can Borrow These Concepts
(56:15) – The Protein Harvest Grain Bar
(58:45) – Favorites and Final Verdicts
(59:45) – Perfect Shakers and Mixed Minerals
Connect with Floor van der Horst, Penny Antonopoulos, and FrieslandCampina Ingredients
Frieslan…
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1 hr 2 min
November 05#242: From a Talking Tree to AmaTea® Max - Brian Zapp of Applied Food Sciences
Brian Zapp grew up chasing botanicals. His mother, Loretta Zapp, is the CEO of Applied Food Sciences (AFS), and his middle school spring breaks meant hunting for herbs in botanical gardens across China and Brazil. On Episode #242 of the PricePlow Podcast, Mike and Ben belly up to the bar at the AFS booth at SupplySide Global 2026, where Brian, AFS’s Creative Director, plays storyteller and bartender at the same time.
The stories start with PurCafÂ®, the green coffee caffeine AFS began extracting back when the industry asked who’d ever want natural caffeine. Then comes AmaTeaÂ® Max, the patented guayusa extract rooted in a Kichwa legend about a talking tree, and Brian tells it better than anyone we’ve heard. Along the way, he pours booth demos built on cordyceps, ginseng, and lion’s mane, and makes the case for real lion’s mane quality standards before the ingredient goes the way of CBD.
What a fun episode this was.
https://blog.priceplow.com/podcast/brian-zapp-242
Video: Brian Zapp Tells the Guayusa Story at SupplySide
https://www.youtube.com/watch?v=GnB4qJGflic
Detailed Show Notes: Guayusa, Natural Caffeine, and Lion’s Mane with Brian Zapp
(0:00) – Introductions
(1:15) – Growing Up in the Ingredient Business
(2:45) – Earning His Place at AFS
(5:00) – From Oncology Research to Natural Caffeine
(7:30) – Natural Caffeine’s Trusted Promise
(9:45) – Green Coffee Extract on the Label
(12:15) – Bringing Back Coffee’s Antioxidants
(14:00) – Guayusa and Its Holly Cousins
(15:15) – The Kichwa Origin Story of Guayusa
(17:45) – Runa, GRAS, and Epinephrine
(19:45) – Hunting for the Mechanism
(21:45) – Is Caffeine There for Us?
(23:15) – Amazon John’s Overnight Guayusa
(25:00) – Waking Up Before the Birds
(26:45) – Chakra Gardens and Kichwa Farming Families
(28:00) – Trailblazing Has a Cost
(30:45) – Waiting on Guayusa’s Moment
(32:45) – Leaning Into the AmaTeaÂ® Max Name
(34:30) – Brands Already Using AmaTeaÂ®
(35:45) – Uplift Tea: A Guayusa Tea Base
(37:45) – Sunset Stamina: Social Buzz, No Booze
(41:00) – Non-Alcoholic Drinks Need Complexity
(43:15) – Studying Ingredients Together
(46:30) – Ginseng: Better Taste, Bottom-Up Energy
(49:45) – Gut Feeling: Lion’s Mane as Prebiotic
(51:30) – PurGingerÂ® and the Mushroom Stories
(53:00) – Lion’s Mane Needs an Identity Standard
(55:30) – Lion’s Mane and the CBD Warning
(57:15) – Quality Isn’t Cheap
(59:30) – Making the Story the Brand’s Own
(1:01:30) – Wrapping Up
Where to Follow and Learn More
Connect with Brian Zapp and Applied Food Sciences
LinkedIn: Brian Zapp
Applied Food Sciences Website
Instagram: @appliedfoodsciences
LinkedIn: …
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1 hr 4 min
October 29#241: Dan Lourenço Introduces GHOST Energy Blueberry Cream and Talks Legend V5
Fans invented a GHOST flavor online, and now it’s in a real life can. And it is phenomenal.
On Episode #241 of the PricePlow Podcast, Ben and Mike visit GHOST headquarters in Las Vegas to sit down with co-founder and CEO Dan LourenÃ§o. The visit picks up a conversation the three started at FNIS, and takes it a whole lot further.
Dan opens with what he calls the first official flavor review of GHOST Energy Blueberry Cream, a flavor that started as an AI-generated internet rumor before the team decided to actually make it. The flavor is beyond what anyone expected.
From there, he previews a rebuilt GHOST Legend platform: a more affordable flagship Legend, a more premium Legend All Out, and a stimulant-free Legend designed for lifters who already bring an energy drink to the gym.
The bigger question is how GHOST keeps its identity as energy drinks, protein foods, and major partnerships keep growing. Dan’s answers keep circling back to the fans, and to the 100-year vision he laid out on Episode #143.
https://blog.priceplow.com/podcast/dan-lourenco-241
Video: Dan LourenÃ§o at GHOST HQ
https://www.youtube.com/watch?v=7iRinmbCbiM
Detailed Show Notes: Inside GHOST HQ with Dan LourenÃ§o
(0:00) – Introductions
(0:45) – The Blueberry Cream Story
(3:45) – The First Official Flavor Review
(5:45) – Variety Packs and the Walmazon Migration
(8:30) – Listening, Credit, and Powder Roots
(13:00) – Limited Editions and the 2027 Rotation
(14:45) – Flavors for Everyday Drinking
(17:30) – The Caffeine-Free Question
(25:30) – Rebuilding the Legend Lineup
(30:30) – A Stimulant-Free Legend
(34:15) – Pump, Global Legend, and Pricing
(37:00) – Break-Even Powders and Whey Supply
(41:15) – Improving GHOST Protein Bars
(45:15) – General Mills Licenses GHOST
(47:00) – Ingredient Partners and Peptides
(50:15) – Creatine Formats, Gummies, and Food
(54:00) – GHOST’s Partner Family
(57:00) – Building a 100-Year Brand
(1:01:00) – Why Pouches Don’t Fit
(1:03:30) – The Yoo-hoo Launch Story
(1:06:15) – What’s Next for Protein RTDs
(1:11:45) – Fan Requests, Dr Pepper GHOST Energy, and Brand Personality
(1:15:30) – AI and Offline Community
(1:19:00) – SupplySide and Closing Thanks
Where to Follow and Learn More
Connect with Dan LourenÃ§o and GHOST
Dan LourenÃ§o on LinkedIn
Dan LourenÃ§o on X (Twitter)
GHOST Lifestyle
@ghostlifestyle on Instagram
@ghostenergy on Instagram
GHOST on PricePlow – Sign up for news alerts
Previous Episodes
Episode #143: Dan LourenÃ§o on Ghost Legend V4 and the Ghost 100 Year Plan
…
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1 hr 22 min
October 22#240: Mitchell Hooper: World's Strongest Man Tells All
Mitchell Hooper won his second World’s Strongest Man title in April 2026, and he’s the first professional strongman to join the PricePlow Podcast. He’s also a kinesiologist with a master’s degree in clinical exercise physiology, so his answers on protein, creatine, and caffeine come with a clinician’s reasoning behind them.
In Episode #240 of the PricePlow Podcast, Mitchell sits down with Ben and Mike alongside Jim McMahon, founder of Fit Foods and Mutant, who first teased Mitchell’s signature line on Episode #215. Mitchell explains how he eats 6,000 calories a day, why he takes 20g of creatine daily while Mr. Olympia (Nick Walker) skips it entirely, and how he times caffeine across a contest. He also gets candid about drug use in untested strongman, the two-point finish that decided World’s Strongest Man 2026, and his upcoming mental health memoir.
Then Jim delivers the news. Mutant’s Stronger Series, a product line built around Mitchell, starts with a “creatine plus” formula Mitchell has been testing for almost two years, and it launches at the Arnold in March 2027. Fair warning: the conversation gets explicit at times.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for Mutant news alerts on PricePlow before diving in.
https://blog.priceplow.com/podcast/mitchell-hooper-240
Video: Mitchell Hooper on Strongman Fuel and the Stronger Series
https://www.youtube.com/watch?v=Hr2HbSnsWw8
Detailed Show Notes: Mitchell Hooper and Jim McMahon of Mutant
(0:00) – Introductions
(0:30) – From Kinesiology to a Surprise World’s Strongest Man Invite
(2:15) – From Australian Powerlifting to Strongman
(6:15) – A 3:24 Marathon at 230 Pounds
(9:00) – Programming Around Unknown Events
(10:45) – The Steinstossen and a Well-Rounded Skill Set
(13:30) – Eating 6,000 Calories a Day
(16:15) – How Much Protein Does a 330-Pound Strongman Need?
(19:15) – Why Alcohol Doesn’t Make the Cut
(22:15) – Nick Walker, Creatine, and 20 Grams a Day
(25:00) – Creatine Retention, PEDs, and the ATP Argument
(29:00) – Mutant Protein and Ben & Jerry’s Vanilla
(30:45) – Social Media and Sponsors Are a Business
(32:15) – Hooper Adaptive Coaching and Hooper Intelligence
(34:30) – Inside the App: Decision Trees and an AI Mitchell
(38:00) – Lift Heavy, Be Kind
(39:15) – Wearables, Sleep Tracking, and Resting Heart Rate
(41:00) – WHOOP Advice vs. Real Life
(44:00) – Mitchell’s Mutant Supplement Stack
(46:30) – Cycling Down to Paraxanthine Before Contests
(47:30) – Dosing Caffeine From the Arnold to World’s Strongest Man
(49:45) – Contest-Day Drugs and Nervous System Fatigue
(53:00) – When the Nervous System Hits Like a Train
(58:15) – The Louis Cyr Trophy and What Winning Costs
(1:02:00) – Competing Without the Pressure
(1:05:00) – How World’s Strongest Man 2026 Came Down to Two Points
(1:09:45) – Injuries, Adrenaline, and the Dinnie Stones
(1:13:45) – Parents and Built-In Self-Belief
(1:16:15) – The Weakest Man on Earth
(1:20:00) – Inside the Stronger Series: Creatine Plus
(1:22:15) – Ho…
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1 hr 28 min
October 15#239: SteelFit Is Back - Rob Kaufman on Pro Tan, Steel Fuel, and His Fungies Exit
Rob Kaufman grew up around bodybuilding stages. His father, Stacy Kaufman, founded Pro TanÂ®, and Rob turned the family’s topical expertise into SteelFit, a sports nutrition and skin fitness brand. In 2020, he also co-founded Fungies, the mushroom gummy brand that reached more than 13,000 stores before the family sold it in July 2026. Now Rob is back on SteelFit full-time, and he’s finally making his debut on Episode #239 of the PricePlow Podcast.
Mike and Ben dig into SteelFit’s clean-label rebrand, starting with the new Steel FuelÂ® pre-workout and its one- or two-scoop dosing, plus the reworked Steel Hydrate amino and electrolyte drink. They also cover Rob’s first HYROX race, why “wellness” marketing misses former athletes in their 30s and 40s, third-party testing, a fish oil supply crunch, and how a self-funded brand uses AI to compete. It’s a candid conversation with a founder building his brand around one idea: staying Still Fit. Through Every Season of Life.
https://blog.priceplow.com/podcast/rob-kaufman-steelfit-239
Video: Rob Kaufman on SteelFit’s Comeback
https://www.youtube.com/watch?v=H1yTgJTB1ww
Detailed Show Notes: SteelFit Founder Rob Kaufman Is Still Fit
(0:00) – Introductions
(0:45) – Growing Up Around Pro Tan
(2:15) – From College Hoops to the Family Business
(3:30) – Why SteelFit Spun Off from Pro Tan
(5:30) – What “Skin Fitness” Means
(8:00) – The Clean Rebrand Reaches the Creams
(9:15) – How Abs of Steel Works
(10:15) – Five Years Building Fungies
(12:30) – Still Fit Through Every Season of Life
(14:00) – Wellness Is Great, But Where’s the Pump?
(16:00) – Hands-On Manufacturing in South Florida
(18:15) – Rebuilding the Lineup from the Top Down
(20:00) – Why Peak ATP and Nitrosigine
(21:30) – Inside the Steel Fuel Formula
(23:15) – Training for HYROX in His Thirties
(25:15) – Ahead of the Curve with Steel Releaf
(28:15) – Early to Mushroom Gummies, Too
(29:15) – What Does “Wellness” Even Mean?
(31:00) – No Smoke and Mirrors
(32:45) – Creapure Across the Creatine Lineup
(34:00) – Quality at a Price People Can Afford
(36:30) – Steel Hydrate: Aminos Plus Hydration
(38:30) – What’s Next for the Lineup
(39:45) – The Fish Oil Supply Squeeze
(41:30) – Informed Sport and Creatine’s Comeback
(43:00) – Breaking Down a HYROX Race
(45:15) – The Mental Side of HYROX
(47:45) – Can SteelFit Land a HYROX Booth?
(49:15) – Topicals for HYROX and Creatine on the Skin
(51:30) – Creatine for Kids and Protein on Hold
(52:45) – Direct to Consumer, Not TikTok Shop
(55:30) – Lessons from Fungies: Inventory and Cash Flow
(57:15) – AI Tools for a Self-Funded Brand
(59:15) – Execution Over Novel Ideas
(1:02:30) – Perfect Shaker and a New SteelFit Logo
(1:03:15) – Shredded Steel Gets a Facelift
(1:04:30) – Yohimbine, Steel Dreams, and January Launches
Where to Follow and Learn More
Connect with Rob Kaufman and SteelFit
…
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1 hr 7 min
October 08#238: Mr. Olympia Nick Walker on Morphogen Nutrition, His Signature Line, and What He Actually Uses
Nick Walker is the new Mr. Olympia, and he won the title as a co-owner of Morphogen Nutrition, not just a sponsored athlete. He made sure of that before he ever switched companies.
Episode #238 of the PricePlow Podcast brings Nick together with Morphogen founder Ben Hartman, who explained the equity deal from his side in Episode #221. This time, Mike and Ben get Nick’s version: why ownership mattered to him, why he checks on Hartman’s stress during his own prep, and how much say he has in the products carrying his name.
Those products include a signature VOLUGEN without creatine, a reworked pump capsule, and a Red Velvet Cheesecake PROTEGEN that Hartman reveals mid-episode. Nick also gets refreshingly blunt about his own habits: a pared-down pre-show stack, very little caffeine, no creatine in years, and zero interest (actual hatred) for protein cookies. Then there’s his post-Olympia food run, which you have to hear to believe.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for Morphogen Nutrition news alerts before diving in.
https://blog.priceplow.com/podcast/mr-olympia-nick-walker-238
Video: Mr. Olympia Nick Walker Joins Morphogen’s Ownership
https://www.youtube.com/watch?v=naKbkCCBqzE
Detailed Show Notes: Nick Walker and Ben Hartman on Ownership, Signature Products, and Real Food
(0:00) – Introductions
(2:00) – Health Phase and Four-Day Training
(4:30) – “I Love Carbs” (Just Not Sugar)
(6:15) – Equity, Not Another Sponsor Check
(8:45) – Nick Checks In on Hartman
(10:30) – Flavor, Design, and New Labels
(13:00) – Signature VOLUGEN and Six-Cap Pump
(14:45) – Nick’s Palate: Pineapple, Orange, Mocha…
(16:45) – Red Velvet Cheesecake PROTEGEN
(18:00) – Not a Stim Guy: The Coffee Story
(20:30) – Signature SKUs, Creatine Flavors, and Wholesale
(22:45) – Nick’s Creatine Answer and the SKU Math
(24:15) – The Olympia Bump and Targeted Merch
(27:45) – Family-First, Even in Business
(29:15) – Moving to Vegas, Staying on Plan
(31:45) – The Post-Olympia Food Run
(34:15) – Nick’s Pre-Show Supplement Staples
(36:15) – PRIME as the Anchor
(38:00) – “I Have Receipts”
(41:15) – No Protein Cookies, Ever
(43:00) – Why PROTEGEN Isn’t Commodity Whey
(45:00) – PepFormÂ® Made It Taste Better
(47:15) – Peptides: Outcome Before Buzzword
(49:30) – Reading the PROTEGEN Label
(51:45) – Fewer Scoops and Real-World Feedback
(54:45) – Protein Muffins and a Custom Shaker
(56:15) – Morphogen’s First Arnold Booth
Where to Follow and Learn More
Connect with Nick Walker, Ben Hartman, and Morphogen Nutrition
Instagram: Nick Walker (@nick_walker39)
Instagram: Ben Hartman (@morphogenben)
LinkedIn: Ben Hartman
Instagram: @morphogen_nutrition
……
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58 min
October 01#237: The Protein King Also Does Carbs: Musclesport's CreaM'D Rice with Jason Mancuso
Jason Mancuso built Musclesport‘s name on flavor-first Lean Whey, the protein line that turned cereal marshmallows and cannoli cream into a real category. He joined Ben for Episode #208 of the PricePlow Podcast to walk through that story, but this conversation is Mike’s first full sit-down with him, alongside Musclesport EVP and CMO Rob “Franky” Oberholzer.
CreaM’D Rice Outperforms Lean Whey?! Musclesport’s Next Big Play
A lot’s changed since that visit. The headline: Jason says CreaM’D Rice now outsells Lean Whey unit for unit, a strange turn for a brand built on protein powder. This episode covers how that happened, Musclesport’s push into savory CreaM’D Rice flavors (bacon, egg, and cheese included, built on real egg protein instead of whey), the wellness-minded Fiber Lean-AM, the revived Lifted brand’s functional pouches and a possible energy drink, and a candid look at protein pricing, inventory strategy, and what Jason wants Musclesport to become next.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for Musclesport alerts before diving in.
https://blog.priceplow.com/podcast/musclesport-jason-mancuso-creamd-rice-237
Video: Jason Mancuso and the Musclesport Team on CreaM’D Rice, Savory Flavors, and What’s Next
https://www.youtube.com/watch?v=5vWP5KwPYBQ
Detailed Show Notes: Jason Mancuso and Rob Oberholzer of Musclesport
(0:00) – Jason Mancuso Returns to PricePlow
(1:15) – From McDonald’s to the Supp Chef
(8:30) – Muscle Milk, Marshmallows, and Lean Charms
(11:00) – Brick and Mortar, Then COVID Hits
(16:00) – CreaM’D Rice Becomes the Best Seller
(18:00) – Storytelling, Community, and Consistent Flavor
(31:15) – Why Musclesport Waited on Clear Protein
(34:30) – Lean Whey Gourmet and Protein Economics
(43:30) – Fewer Flavors, Smarter Inventory
(47:45) – Breakfast in a Bag and the Birth of Lifted
(54:00) – Savory CreaM’D Rice Gets Weird
(1:04:00) – MSG, Fettuccine Alfredo, and Cheeseburger Territory
(1:07:15) – Can CreaM’D Rice Reach Mass Retail?
(1:10:30) – Fiber, Wellness, and Musclesport Mornings
(1:16:30) – An Energy Drink for Lifted?
(1:20:00) – The Vanilla White Whale
(1:21:45) – Why Jason Won’t Flavor Anyone Else’s Protein
(1:27:15) – Protein Bars, RTDs, and What’s Next
(1:33:00) – Perfect Shaker and Closing
Where to Follow and Learn More
Connect with Jason, Rob, and Musclesport
Jason Mancuso on LinkedIn
Jason Mancuso (The Supp Chef) on Instagram: @suppchefofficial_
Rob “Franky” Oberholzer on LinkedIn
Musclesport on Instagram: @musclesportusa
Musclesport on PricePlow – Sign up for news alerts
Resources Mentioned
Episo…
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1 hr 35 min
September 24#236: Kris Gethin Puts Biohackers in Their Place
Episode #236 of the PricePlow Podcast welcomes back Kris Gethin, the Welsh-born natural bodybuilder, former Bodybuilding.com Editor-in-Chief, and co-founder of Unmatched Supps and Nova Prime Labs. It’s Kris’s first full episode with us since Episode #012 back in 2018, well before Ben joined as co-host, though longtime listeners got an update on his current chapter when Unmatched co-founder Doug Miller stopped by Episode #219 earlier this year.
This wide-ranging conversation covers how Kris and Doug built Unmatched around an all-natural, no-sucralose philosophy, why the line between biohacking and being natural keeps blurring, and how Kris’s own protocol includes stem cell therapy, peptides, EMF mitigation, and regular blood donation.
Kris also gives PricePlow its deepest look yet at Unmatched’s upcoming Longevity Bar, 16 months in development, plus previews of a reformulated BH2K, an ElectraShred stick-pack launch, and the new Unmatched University education platform.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for Unmatched Supps alerts before diving in!
https://blog.priceplow.com/podcast/kris-gethin-biohacking-236
Video: Biohacking, Peptides, and the Longevity Bar with Kris Gethin
https://www.youtube.com/watch?v=EMiOysYRcwA
Detailed Show Notes: Kris Gethin on Unmatched Supps, Longevity, and Biohacking
(0:00) – Introductions
(1:30) – How Unmatched Supps Came Together with Doug Miller
(5:30) – Redefining “Natural” in the Age of Biohacking
(9:00) – Trial, Error, and How Kris Found Biohacking
(12:15) – Updating the Training Approach: From Low Reps to High Volume
(14:30) – What Kris Would Tell His 30-Year-Old Self
(17:00) – Stem Cells, Surgery-Free Recovery, and CPI
(20:30) – Scaling Academies and Trainer Education in India
(23:15) – Inside Kris’s Current Peptide Protocol
(26:00) – Biological Age, HRV, and the Limits of Quantified Self
(31:00) – Heavy Metals, the Gold Tooth Story, and an Overlooked Toxic Load
(36:30) – Turning Off Wi-Fi at Night and the EMF Research Ahead
(42:15) – Blood Donation, EBO2, and a Preview of the Ultimate Wellness Conference
(47:00) – 16 Months in the Making: The Longevity Bar
(54:15) – Why Unmatched Will Never Use Sucralose
(1:00:00) – The EMF-Blocking Fanny Pack and Other Travel Must-Haves
(1:03:00) – Minimum Viable Biohacking: Sauna, Light, and Grounding
(1:09:15) – From Lifting to Iron Man: Building Durability for Endurance Sports
(1:13:15) – Injuries, Volume, and Feeling Vindicated
(1:20:00) – Swimming Technique and the VASA Trainer
(1:25:15) – Navigating Social Media Bans in the Peptide Space
(1:26:30) – What’s Next: BH2K, Dissident, and Unmatched University
(1:29:30) – Closing Thoughts: The Business Leaders Kris Admires
Where to Follow and Learn More
Connect with Kris Gethin and Unmatched Supps
LinkedIn: Kris Gethin
Instagram: @krisgethin
…<…
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1 hr 33 min
September 17#235: Hydroxycut GLP-1 Elite Shred Unveiled by Iovate's New CEO Raza Bashir
Iovate has a new CEO, and he used the PricePlow Podcast to reveal his company’s biggest weight-management launch in years. On Episode #235, recorded at the inaugural Future Nutra Innovation Summit in Lake Conroe, Texas, Raza Bashir joins us for the fifth time, now as the newly appointed CEO of Iovate Health Sciences, parent company of MuscleTech and Hydroxycut.
Raza spent 20 years building Iovate’s R&D engine before taking the top job in June 2026, and he brings that formulator’s mindset straight into unveiling Hydroxycut GLP-1 Elite Shred, a stimulant-light fat burner built around an exclusive ingredient called TheoLimÂ® that Iovate already proved out inside MuscleTech’s own Peptide Series.
Joining Mike and Ben is Joey Savage, founder and president of the Future Nutra Foundation, who brings sharp questions of his own about stacking supplements with GLP-1 drugs. The episode also covers Muscle Peptide 185’s move into Walmart, CellTech’s TikTok-driven second life, and the regulatory tightrope Hydroxycut now walks.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for MuscleTech and Hydroxycut news alerts before diving in.
https://blog.priceplow.com/podcast/raza-bashir-hydroxycut-glp-235
Video: Iovate’s New CEO Unveils Hydroxycut GLP-1 Elite Shred
https://www.youtube.com/watch?v=7jtqKOENWg0
Detailed Show Notes: Raza Bashir Unveils Hydroxycut GLP-1 Elite Shred
(0:00) – Introductions
(0:45) – From Head of R&D to CEO: A 20-Year Path
(4:30) – Becoming CEO: Global Compliance and a 90-Day Plan
(11:00) – Muscle Peptide 185: MuscleTech’s Peptide Platform Takes Root
(15:15) – CellTech’s Viral TikTok Resurgence
(19:15) – Inside MuscleTech’s Hands-On TikTok Strategy
(21:45) – Unveiling Hydroxycut GLP-1 Elite Shred
(27:45) – Learning From Berberine’s “Nature’s Ozempic” Era
(32:15) – Could You Stack It With a GLP-1 Drug?
(37:00) – Go-To-Market: DTC First, No Exclusive Retailer
(42:00) – A Shrinking Category Finding New Life Online
(47:30) – How GLP-1 Drugs Reshaped Supplement Safety Perceptions
(52:45) – Timing a Fat Burner Launch Around Bulking Season
(54:30) – Creatine Peptide 447 and the Theanine Story
(1:01:30) – What’s Next: More Peptides, Walmart, and a Callback to Episode 123
(1:04:45) – Closing Thoughts
Where to Follow and Learn More
Connect with Raza Bashir and Iovate
LinkedIn: Raza Bashir
LinkedIn: Iovate Health Sciences
Instagram: @muscletech
Instagram: @hydroxycut
MuscleTech.com
Future Nutra Foundation – Joey Savage’s nonprofit and organizer of the Future Nutra Innovation Summit
MuscleTech on PricePlow – Sign up for news alerts
Hydroxycut on PricePlow – Sign up for news alerts
Resource…
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1 hr 7 min
September 10#234: Beta-Alanine Without the Tingles - CarnoSyn 4X and TriBsyn with NAI's Mark LeDoux
Mark LeDoux is back on the PricePlow Podcast, and this time the conversation goes well beyond a pre-workout scoop. In Episode #234, Mike sits down with the founder, chairman, and CEO of Natural Alternatives International (NAI) (the company behind CarnoSynÂ® Beta-Alanine) for an update on where NAI’s research has gone since Mark’s last appearance on the show.
Get Ready for Tingle-Free Beta-Alanine with CarnoSynÂ® 4X and TriBsynÂ®
The headline is CarnoSynÂ® 4X, a liposomal beta-alanine engineered for 4x the bioavailability of the standard ingredient, meaning an 800mg dose can deliver the equivalent of a 3.2g loading dose without the paresthesia (tingling) that turns off a huge share of potential users. NAI also markets this technology under a second brand name, TriBsynÂ®, aimed at the wellness and healthy-aging market rather than sports nutrition.
Mark and Mike also dig into why beta-alanine matters more than ever in the GLP-1 era, where rapid weight loss often comes with unwanted muscle loss. As Mike digs in, he realizes that there are dozens of benefits to increased carnosine stores, but in sports nutrition, we only concern ourselves with just one. This ingredient goes a lot further than we give it credit for, and Mark is ready to take it to the next level through NAI’s platform.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for NAI alerts before diving in.
https://blog.priceplow.com/podcast/mark-ledoux-carnosyn-tribsyn-234
Video: CarnoSynÂ® 4X, TriBsynÂ®, and Beta-Alanine’s Next Chapter
https://www.youtube.com/watch?v=ZJxPj7i5T5c
Detailed Show Notes: Mark LeDoux of Natural Alternatives International (NAI)
(0:00) – Introductions
(2:45) – GLP-1 Drugs and Muscle Loss
(7:15) – CarnoSynÂ® 4X: No More Tingles
(11:45) – TriBsynÂ®: One Technology, Two Names
(14:15) – Clinical Proof: From Chicken Soup to Nursing Homes
(18:00) – Brain Health and Cellular Cleanup
(20:30) – Mark’s Take on Food Quality
(27:30) – Policing Industry Fraud
(38:00) – What’s Next: Sarcopenia and Longevity
(46:00) – Carnosine’s Hidden Benefits
(56:15) – Real-World Proof: FeelGood Company’s Creatine+
(1:04:15) – Cognitive Health and the Stacking Case
(1:12:45) – Regulatory Wins and Staying Engaged
(1:18:30) – Connecting with Mark and a Final Story
Where to Follow and Learn More
Connect with Mark LeDoux and Natural Alternatives International
LinkedIn: Mark LeDoux
LinkedIn: Natural Alternatives International
Instagram: @carnosyn
Natural Alternatives International on PricePlow – Sign up for news alerts
Resources Mentioned
Previous Episode: NPA DC Fly-In Day 2024 (Episode #139)
TriBsynÂ®: Official Site
CarnoSyn&Acir…
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1 hr 26 min

About The PricePlow Podcast

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The PricePlow Podcast is the premiere supplement industry podcast, co-hosted by Mike and Ben. We interview various sports nutrition professionals, athletes, and researchers, and entrepeneurs to…