The PricePlow Podcast

By Supplement Industry Thought Leaders

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 advanc... more

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The podcast currently has 248 episodes available.

The PricePlow Podcast episodes:

September 17, 2026#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
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1h 7min
September 10, 2026#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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1h 26min
September 03, 2026#233: Joey Savage's Pump-Boosting Probiotic and the Future of Nutrition at Savage Nutra
Joey Savage returns for Episode #233 of the PricePlow Podcast, and he’s got two announcements stacked on top of each other:
First: the inaugural Future Nutra Innovation Summit (FNIS), a September 9-11 blend of trade show, educational summit, and lake resort retreat that Joey’s nonprofit built from scratch.
Second: Savage Nutra‘s newest ingredient deal, Tensia, a probiotic strain that produces its own nitric oxide from dietary nitrates and already has a home in Alpha Lion‘s newly relaunched SuperHuman Jacked.
Ben and Mike get the full download on both. Joey walks through what makes FNIS different from a typical trade show (hint: it’s built more like a tech company retreat than a supply-side booth crawl), then pivots into the science behind Tensia, a second ingredient made from upcycled duckweed protein, and where strain-specific probiotics are headed next.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for Savage Nutra alerts before diving in.
https://blog.priceplow.com/podcast/joey-savage-fnis-tensia-233
Video: Future Nutra Innovation Summit and the Launch of Tensia
https://www.youtube.com/watch?v=hzXwZMTbl38
Detailed Show Notes: Joey Savage on FNIS, Tensia, and Savage Nutra’s Pipeline
(0:00) – Introductions
(1:45) – What Is the Future Nutra Innovation Summit?
(3:45) – Innovation as the Benchmark, Not Just Networking
(4:15) – A Lake Resort Built for Serendipity
(6:30) – Borrowing From Tech Retreats, Not Trade Shows
(8:15) – TED-Style Access and a Skeleton Crew
(10:15) – The Flavor Competition: A Chopped-Style Showdown
(12:15) – A Nonprofit Built to Fund the Research Gap
(15:15) – Planning for a Second (and Third) Edition
(17:15) – Building a Showcase-Worthy Production
(19:15) – Getting to FNIS: Flights, Hotels, and Registration
(21:45) – A Cross-Section of the Industry, Backed by a Nonprofit
(26:15) – From FNIS to Savage Nutra: Introducing Tensia
(28:15) – How Tensia Produces Nitric Oxide From the Inside
(30:00) – Skipping the Two-Hour Wait for Nitrate Conversion
(32:15) – From an Estonian Cheese to a US Sports Nutrition Debut
(36:15) – Is the Gut Becoming a Precision Fermentation Factory?
(40:15) – Z-Biotics and the Case for Designer Probiotics
(42:00) – Building Effects Over Time
(44:00) – Joey’s Own Regimen: 80mg Plus Nitrates
(45:45) – Keeping a Powdered Probiotic Alive and Stable
(48:45) – CFU, AFU, and the Push for Better Potency Testing
(51:45) – The Shift Toward Designer, Strain-Specific Probiotics
(54:15) – Not His Whole Career, and Shipped Fresh From Estonia
(55:45) – The Clinical Evidence So Far (and What’s Still Needed)
(57:15) – Why Gut Health Baseline Matters for Colonization
(1:02:00) – A Second Ingredient: Upcycled Greens From Duckweed
(1:06:15) – How Joey Picks What He’ll Distribute
(1:09:15) – Closing: Sample Tensia at FNIS
Where to Follow and Learn More
Connect with Joey Savage and Savage Nutra
LinkedIn: J…
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1h 12min
August 27, 2026#232: TruShield™ Certified BHB Shots for NFL-Strength Head Shots with Marc Lobliner
Marc “The Machine” Lobliner returns to the PricePlow Podcast for Episode #232, catching up on everything happening at CleanForm Nutrition and Ketone Labs since his last visit on Episode #186. This episode is sponsored by TruShieldâ„¢ Certified, the WADA-level banned substance testing program from Eagle Diagnostics and SMRTL, and Marc explains why CleanForm chose it to certify the CleanForm Nutrition goBHB Energy Shot.
Mike, Marc, and Ben also crack open cans of Conor McGregor’s new MAC Energy drink, which runs on the same goBHB ketone ingredient that built Marc’s career, alongside PurCaf natural caffeine and Cognizin citicoline. Marc walks through his history fighting amino acid spiking, CleanForm’s full product lineup, a new Purest Creatine partnership with NNB Nutrition, and lessons from his recent hip replacement.
TruShieldâ„¢ Certified App: Easier to Track New Drug-Tested Supplements
TruShieldâ„¢ Certified is also proud to announce the creation of the TruShieldâ„¢ Certified App, so you can get notified when new products get certified.
It’s a wide-ranging catch-up covering testing standards, celebrity-backed formulas, and three decades of supplement industry stories. Subscribe to the PricePlow Podcast on your favorite platform and sign up for alerts before diving in.
https://blog.priceplow.com/podcast/marc-lobliner-trushield-certified-shots-232
Video: TruShieldâ„¢ Certified, MAC Energy, and Marc Lobliner’s goBHB Update
https://www.youtube.com/watch?v=MnCXO5JdZhU
Detailed Show Notes: Marc Lobliner on TruShieldâ„¢ Certified, MAC Energy, and CleanForm Nutrition
(0:00) – Introductions and Cracking Open MAC Energy
(1:15) – BHB, Brain Health, and Recovery Stories
(4:00) – An Avocado Oil Scare Puts Testing Front and Center
(5:00) – The Amino Spiking Crusade
(9:00) – Inside CleanForm Nutrition and the Case for TruShield
(13:30) – Choosing TruShield Over BSCG and NSF
(18:00) – Inside CleanForm’s Product Lineup
(24:00) – PÃ¼rest Creatine by NNB Nutrition and Creapure
(34:30) – Marc’s Hip Replacement and Recovery Protocol – No Ice!
(43:15) – The MAC Energy formula by Conor McGregor
(55:15) – BHB, Women’s Health, and Being Early to the Category
(59:45) – Marc’s Business Partners Named Mike
(1:02:00) – Rob Rogers and the Ketone Labs Comeback
(1:04:15) – Sourcing, Marketing, and Old Industry War Stories
(1:14:00) – Closing Thoughts: NFL Dosing and Thanks to This Episode’s Sponsor
Where to Follow and Learn More
Connect with Marc Lobliner, CleanForm Nutrition, and TruShieldâ„¢ Certified
Marc Lobliner on Instagram: @marclobliner
Marc Lobliner on LinkedIn
CleanForm Nutrition on Instagram: @cleanformnutrition
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1h 20min
August 20, 2026#231: Amino Acid Fortification (Not Spiking!) with Leuvate: Dr. Daniel Traylor
Episode #231 of the PricePlow Podcast is a science deep dive, and this one comes with tons of citations. Dr. Daniel Traylor, a protein and amino acid researcher at DePaul University, joins Jim McMahon of Fit Foods to launch PVL’s ISO CLEAAR, a dairy-free protein drink built around Leuvate, Traylor’s leucine-forward essential amino acid blend making its first commercial appearance.
Traylor has spent close to 15 years studying how fast different protein sources and amino acid forms show up in the bloodstream, and this episode walks through that research paper by paper, from a 2012 dose-threshold study out to Traylor’s own ongoing GLP-1 crossover trial.
McMahon, who’s been building Fit Foods since 1996 (he joined us on Episode #215 to talk protein price shocks and the Mutant story), explains why he built ISO CLEAAR around collagen, pea, and fava protein instead of whey, and why absorption speed matters as much as total EAA content. Subscribe to the PricePlow Podcast on your favorite platform and sign up for PVL and Leuvate news alerts before diving in.
https://blog.priceplow.com/podcast/daniel-traylor-leuvate-231
Video: Dr. Daniel Traylor and Jim McMahon on Leuvate and ISO CLEAAR
https://www.youtube.com/watch?v=UI0lwdat2lc
Detailed Show Notes: Dr. Daniel Traylor and Jim McMahon on Leuvate, ISO CLEAAR, and the Science of Fast Amino Acids
(0:00) – Introductions
(0:30) – From the Football Field to Sports Science
(7:45) – The Gummy Idea, a Patent, and a Fateful Email
(14:45) – A Postdoc at McMaster and the Birth of Leuvate
(19:45) – Why EAAs Drive Muscle Growth (and Why Speed Matters)
(26:45) – Jim McMahon on Recovery Speed and 33 Years of Whey
(34:15) – Leuvate’s First Human Study: The 2021 Feeding Trial
(37:00) – Why 1.5 Grams of Leucine? The Threshold Research
(40:00) – How Low Can You Go? Lower Doses and a 2022 Biopsy Study
(46:15) – Adding Vitamin D3 to the Mix
(50:15) – Does Timing Matter? Protein Windows and Recovery
(56:00) – How Much Protein Do You Actually Need?
(1:00:45) – Sestrin2: How Muscle Cells Actually Sense Leucine
(1:02:15) – The Disability Threshold and Why “Older” Is Relative
(1:07:45) – Revisiting the Amino Acid Spiking Controversy
(1:14:00) – Why Collagen and Plant Protein Instead of Whey
(1:17:30) – How a Trade Show Meeting Led to ISO CLEAAR
(1:21:15) – Bringing Glycine and Taurine Back Into the Conversation
(1:22:45) – Inside the ISO CLEAAR Label: EAAs, CEAAs, and a Flavor-First Approach
(1:25:15) – Does Collagen Actually Support Muscle Protein Synthesis?
(1:30:30) – Dan’s Ongoing Research Into GLP-1 Users and Muscle Preservation
(1:33:30) – Inside the Three-Arm Leuvate and GLP-1 Crossover Study
(1:38:00) – Protein’s Role Beyond Building Muscle
(1:47:15) – Third-Party Validation: Health Canada, USP, and Strong Science
(1:49:00) – Dan’s Advice for Aspiring Ingredient Entrepreneurs
(1:53:45) – Closing Thoughts and Where to Find Everyone
Where to Follow and Learn More
Connect with Dr. Daniel Traylor and Jim McMahon
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1h 56min
August 13, 2026#230: Perfect Day is Coming for the Protein Market - Kyle Failla
Whey protein isolate keeps getting more expensive, and the reasons go deeper than most people realize. In Episode #230 of the PricePlow Podcast, Mike and Ben sit down with Kyle Failla, Head of Commercial at Perfect Day, to unpack why whey protein prices have climbed so far, and what the company’s new precision fermentation plant means for the supply side of the equation.
Perfect Day’s ingredient, ProFermâ„¢, is a fermented version of beta-lactoglobulin (BLG), the dominant and most anabolic fraction of whey protein. Instead of pulling BLG from cow’s milk, Perfect Day grows it in a fermentation tank using a genetically engineered fungus, sidestepping the cheese production bottleneck that’s been squeezing whey supply for years — especially with cheese consumption dropping in the GLP-1 drug era.
Kyle walks through the science, the regulatory approvals across five countries, why Perfect Day went quiet for two years, and how the company’s new manufacturing plant changes its ability to serve the sports nutrition, GLP-1, and RTD markets at scale.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for Perfect Day alerts before diving in.
https://blog.priceplow.com/podcast/perfect-day-protein-kyle-failla-230
Video: Kyle Failla on Perfect Day’s ProFerm and the Whey Protein Crisis
https://www.youtube.com/watch?v=fD5fQzZaw5w
Detailed Show Notes: Kyle Failla on ProFerm, Precision Fermentation, and the Whey Protein Crisis
(0:00) – Introductions
(1:15) – What Is ProFerm? Beta-Lactoglobulin Explained
(4:15) – The Whey Protein Supply Crisis
(9:15) – Tariffs, Glucose, and Precision Fermentation’s Edge
(11:30) – Why Perfect Day Skips Cheese Entirely
(14:15) – Inside the Fermentation Tank
(18:30) – Safety Data and Global Regulatory Approvals
(22:30) – A Second FDA GRAS Filing
(24:30) – Why Perfect Day Went Quiet for Two Years
(32:00) – Building Perfect Day’s Own Plant
(37:15) – Finding the Right Brand Partners
(39:15) – K-Tropix, Set Protein, and the Shot Boom
(44:45) – Can Perfect Day Move the Market?
(49:45) – Scaling Faster Than Dairy Plants
(54:00) – A Kids’ Shot and Protein-Plus Ideas
(55:00) – Pure Genius, Chromium Picolinate, and Avoiding Copycats
Where to Follow and Learn More
Connect with Kyle Failla and Perfect Day
LinkedIn: Kyle Failla
Instagram: @perfectdayfoods
LinkedIn: Perfect Day
Perfect Day on PricePlow – Sign up for news alerts
Resources Mentioned
ProFermâ„¢ by Perfect Day: Precision-Fermented BLG and the New Plant That Changes the Protein Supply Math
Myprotein “Whey Forward”: Animal-Free Protein Made with Fermented BLG by Perfect Day (PricePlow’s first coverage of Perfect Day’s ingredient, 2022)
Chromax Chromium Picolinate: 25+ Years of Insulin Sensitivity Improvement
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1h 3min
August 06, 2026#229: Solving the Protein Problem: NNB Nutrition's Jake Mulder & Dustin Elliott
NNB Nutrition CEO Jake Mulder and Chief Brand Officer Dustin Elliott join us for Episode #229 of the PricePlow Podcast, recorded live at IFT FIRST 2026 in Chicago.
It’s the second of two conversations we recorded with NNB on-site. The first, Episode #227, dug into Shawn Wells’ science-first philosophy. This one turns to the business side of building an ingredient supplier: how NNB scales dipeptides like DL185 Dileucine and the newly trademarked VasoRush, why the company favors ingredients that already exist in nature over new dietary ingredient filings, and how a tightening global whey supply is pushing brands toward clarified plant proteins like NNB’s clear pea protein.
Jake and Dustin also walk through the flavor science behind SweetVantage+, NNB’s brazzein-enhanced stevia system built to mask some of the worst-tasting (and most effective) ingredients in the industry, and look back at how far the company has come since it first started working with PricePlow back in 2019.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in.
https://blog.priceplow.com/podcast/jake-mulder-dustin-elliott-nnb-nutrition-229
Video: NNB Nutrition Talks Business, Manufacturing, and Flavor Science at IFT FIRST 2026
https://www.youtube.com/watch?v=l-qUhVvrGNc
Detailed Show Notes: Jake Mulder and Dustin Elliott on NNB Nutrition’s Growth
(0:00) – Introductions
(2:45) – Why Dipeptides Are Winning the Peptide Conversation
(10:00) – Dileucine’s MuscleTech Launch, One Year Later
(16:30) – Inside NNB’s Global Manufacturing Playbook
(19:45) – C8Vantage: The MCT Powder Built for One Customer
(21:15) – Fiber, Postbiotics, and Defending a Precision Fermentation Moat
(24:45) – The Protein Crisis: Proprietary Blends, Whey Supply, and Clarified Plant Proteins
(31:45) – Precision-Fermented Dairy and PeptiClear’s Second Act
(37:00) – Dileucine Meets ClearPea: New Sarcopenia Research
(48:30) – The Hardest Ingredients to Flavor, and How Reb M9 Changed the Game
(51:45) – Brazzein, SweetVantage+, and the Formulator’s Guide to Natural Sweeteners
(59:15) – Customizing SweetVantage+ and What’s Next for NNB
Where to Follow and Learn More
Connect with Jake Mulder, Dustin Elliott, and NNB Nutrition
LinkedIn: Jake Mulder
LinkedIn: Dustin Elliott
Instagram: @nnbnutrition
NNB Nutrition on LinkedIn
NNB Nutrition on PricePlow – Sign up for news alerts
NNBNutrition.com
Resources Mentioned
Episode #227: Shawn Wells Breaks Down GLP-1 Drag – Part 1 of this two-part IFT FIRST 2026 series
Episode #192: NNB Nutrition’s Pure, Potent, Precise Revolution
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1h 3min
July 31, 2026#228: SuperHuman Goes Red: Darin Decker Reveals Alpha Lion's New Pre-Workouts
Darin Decker returns to the PricePlow Podcast for Episode #228, his fifth appearance on the show and his first since becoming VP of Sales at Alpha Lion. He joins Mike and Ben for a full walkthrough of the biggest SuperHuman relaunch in years: five reformulated pre-workouts, a rebrand from black to red, and the debut of a new ingredient called Tensia.
Alpha Lion built its name on SuperHuman, and starting July 31, the entire sub-brand gets a V2 treatment. SuperHuman Original, Pump, Extreme, Jacked, and Burn all return with updated formulas, a new Superhuman Energy System, and packaging built around the idea that red means activation. Jacked adds PeptiPump and the novel probiotic-derived Tensia alongside its existing PeptiStrong content, while Burn stays untouched because, as Darin puts it, you don’t fix something that isn’t broken.
Decker also walks through Alpha Lion’s pricing overhaul, its GNC weight-management win with the Burn2O system, and why the brand is leaning into retail instead of chasing Meta ad spend. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Alpha Lion alerts before diving in.
https://blog.priceplow.com/podcast/darin-decker-superhuman-228
Video: Darin Decker Unveils the New Red SuperHuman Lineup
https://www.youtube.com/watch?v=Jz68mzZXxDo
Detailed Show Notes: Darin Decker Returns for the SuperHuman Relaunch
(0:00) – Introductions
(1:00) – Betting on Powdered Pre-Workout, Not Beverages
(3:15) – Why Superhuman Is Getting Its Own Spotlight
(5:30) – Same Burn, New Name: The Superhuman Energy System
(7:15) – Solving Superhuman’s Pricing Puzzle
(11:45) – Jacked Gets a Peptide-Powered Muscle Focus
(12:30) – The Storyteller Hire: How Darin Landed at Alpha Lion
(17:00) – Winning Weight Management at GNC
(20:45) – Formulating Alongside GLP-1s, Not Against Them
(22:30) – Why Meta Ads Don’t Move Pre-Workout
(26:30) – Retail as De-Risking: Dodging the Amazon Trap
(29:00) – Keeping the Fun (and Flavors) Alive
(31:15) – Dialing In Caffeine, Servings, and Delayed Release
(34:30) – Tensia: A Probiotic That Makes Its Own Nitric Oxide
(37:00) – Jacked as Burn’s Muscle-Building Sibling
(38:15) – Not Every Pre-Workout Should Do Everything
(42:30) – Vincamine, Collabs, and a Famous Equity Partner
(45:00) – “Blocking and Tackling”: Alpha Lion’s Back-to-Basics Playbook
(46:45) – Superhuman Core: The Amazon Entry Point
(56:30) – Launch Timeline: July 31 Online, August In Stores
(58:15) – Pre-Workout vs. Energy Drinks: Is the Category Still Growing?
(1:02:30) – Slow and Steady: Why Hardcore Pre-Workout Users Aren’t Going Anywhere
(1:04:30) – Darin’s Own Stack, Flavor Renames, and Ditching Artificial Colors
(1:08:00) – Unveiling the Red Tub: Black Was the Warm-Up, Red Is the Switch
(1:11:15) – A Stallone Movie Powers the Rebrand
(1:13:00) – Final Thoughts and What’s Next
Where to Follow and Learn More
Connect with Darin Decker and Alpha Lion
LinkedIn: Darin Decker
Instagram: @alpha.lion
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1h 16min
July 23, 2026#227: Shawn Wells Breaks Down GLP-1 Drag: Muscle Loss, Mitochondria, and Dopamine
Episode #227 of the PricePlow Podcast takes us back to the NNB Nutrition booth at IFT First 2026 in Chicago, where Shawn Wells sat down with Mike and Ben for the first of two conversations recorded on-site. This one skips the usual business updates (that’s what part two, with Dustin Elliott and Jake Mulder, covers) and goes straight for the theoretical side of things: where Wells thinks the next several years of supplement innovation are headed, and the problems NNB’s science team wants solved before anyone else notices they exist.
Shawn Wells’ Working Theories, and Where NNB Nutrition Takes Them
Wells has built a working framework around what he calls “GLP-1 Drag”, three linked theories covering muscle loss, mitochondrial fatigue, and dopamine flattening in people using GLP-1 medications. From there, the conversation covers precision fermentation’s takeover of the herbal extract market, a buccal pouch platform built around fast-absorbing nootropics and stimulants, and an unplanned detour into flush niacin and nicotine pouches.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in.
https://blog.priceplow.com/podcast/shawn-wells-glp-1-drag-227
Video: GLP-1 Drag, Precision Fermentation, and What’s Next for NNB Nutrition
https://www.youtube.com/watch?v=1YN6_wqnDkA
Detailed Show Notes: Shawn Wells on GLP-1 Drag and the Future of NNB Nutrition
(0:00) – Introductions
(1:15) – NNB’s Unicorn Growth and the Shift to Pure, Potent, Precise
(3:15) – Why Precision Fermentation Is Replacing Herbal Extracts
(7:45) – Turning Competitors Into Customers
(9:15) – Adaptogens Over Stimulants
(11:45) – What Shawn Wells Calls “Mitochondrial Drag”
(13:45) – GlucoVantage: A Post-GLP-1 Solution
(17:45) – Titrate Down: Why Quitting GLP-1s Cold Backfires
(19:15) – Dopamine Flattening and the Post-GLP-1 Comedown
(20:45) – Ben and Mike on Their Own GLP-1 Experiences
(25:45) – DL185 Dileucine and the Muscle-Sparing Stack
(31:45) – Inside the Buccal Pouch: Paraxanthine, Alpha-GPC, and Huperzine A
(38:15) – AmeriPouch, Troches, and the Nicotine Pouch Boom
(41:45) – Flush Niacin as a Possible Nicotine Off-Ramp
(44:15) – What’s Next: GAA, 4-Hydroxyisoleucine, and Pure 6-Paradol
(48:45) – The Case for Mood and “Shift in State” Beverages
(52:45) – Blue Light Glasses, Health Transformations, and Hyrox Goals
Where to Follow and Learn More
Connect with Shawn Wells and NNB Nutrition
LinkedIn: Shawn Wells
Instagram: @shawnwells
NNB Nutrition Website
Instagram: @nnbnutrition
LinkedIn: NNB Nutrition
NNB Nutrition on PricePlow – Sign up for news alerts
Resources Mentioned
Episode #048: Shawn Wells Upcoming Stimulant & The Energy Formula
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1h
July 16, 2026#226: Tom Reilly Returns with Grocery Wins and Creatine at VMI Sports
Tom Reilly, president of VMI Sports, returns for Episode #226 of the PricePlow Podcast, just five months after his debut on Episode #205. This time, Ben is joined by Spencer, PricePlow’s VP of Partnerships and Operations, who steps in for Mike and steers a big chunk of the conversation toward retail strategy.
Tom walks through how VMI keeps winning grocery shelf space at Wegmans, Giant Eagle, and now Wakefern’s ShopRite banner, and why understanding vendor portals, credits, and shipping requirements matters as much as the formula itself. He also unveils VMI’s newest creatine lineup, teases an unnamed protein snack headed for shelves by late summer, and explains why the brand waited two years to find the right creatine gummy manufacturer.
Along the way, Tom breaks down VMI’s GNC franchise partnerships, a new VP hire aimed at the beverage business, and the MAX Catalyst-powered formula behind KXR Stacked.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for VMI Sports alerts before diving in.
https://blog.priceplow.com/podcast/tom-reilly-vmi-sports-226
Video: Tom Reilly of VMI Sports on Grocery Wins, New Creatine Launches, and What’s Next
https://www.youtube.com/watch?v=ByrAxgt7kfk
Detailed Show Notes: Tom Reilly and VMI Sports
(0:00) – Introductions
(0:45) – VMI’s 2026 Grocery and Gym Push
(4:00) – Why Omnichannel Doesn’t Mean Everywhere
(6:30) – Wegmans, HEB, and Regional Loyalty
(8:15) – New SKUs Land on Wegmans’ Shelves
(10:00) – Giant Eagle’s Full-Circle Kroger Reunion
(11:45) – Supplements Take Over the Grocery Aisle
(14:00) – What Understanding Grocery Really Means
(17:00) – Sell-In vs. Sell-Through: The Credits Trap
(19:30) – Vendor Portals and Retail’s Hidden Grind
(22:15) – Cracking Wakefern and ShopRite
(25:45) – A New Protein Snack Is Coming
(28:30) – Dialing In the New Snack’s Macros
(30:45) – 97% Approval and What Food Feedback Really Looks Like
(33:15) – Three Creatine Launches in Three Months
(36:30) – Inside the New Creatine Pre-Workout
(38:30) – Creatine +Hydration Meets Aquamin
(41:15) – Finding the Right Creatine Gummy Partner
(44:15) – Solving the Creatine-to-Creatinine Problem
(47:30) – Patriot Pop Gummies Hit Grocery Shelves
(49:45) – Amazon’s Testing Rules and the Middleman Squeeze
(53:00) – Why the Brick-and-Mortar Shakeout Was Healthy
(56:15) – Inside VMI’s GNC Franchise Partnerships
(1:01:00) – A New VP and the Beverage Roadmap
(1:05:00) – Room to Grow in Pre-Workout RTDs
(1:09:00) – MAX Catalyst and the KXR Stacked Formula
(1:14:15) – Solving the Caffeine Goldilocks Problem
(1:16:15) – Dre’s Rebrand and Shelf-Ready Labels
(1:21:00) – Wrap-Up and Where to Find VMI
Where to Follow and Learn More
Connect with Tom Reilly and VMI Sports
LinkedIn: Thomas Reilly
LinkedIn: VMI Sports
Instagram: @tom_vmisports
……
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