Author Archives: Mike Roberto

About Mike Roberto

Mike Roberto: The Researcher Who Founded PricePlow

n=1 Diet Researcher Scientist and Experimenter. Father. Husband. Entrepreneur. Water Animal. Heavy Metal Connoisseur. Patriot.

Mike Roberto 2019

Mike Roberto 2019

As the founder and CEO of PricePlow, Mike wears an extraordinary number of professional hats, but none is more important than father. PricePlow began as a deals website for nutritional supplements and vitamins, but has evolved into so much more as Mike's journey towards optimized healthspan opened the doors to several discoveries.

A "Biohacktivist" Armed with Data

Stealing a term coined by Shawn Wells, RDH, Mike is a "biohacktivist", stemming from the words "biohacker" and "activist". Through thousands of dollars spent on blood tests, specialized foods, and supplements, Mike has learned that conventional 'establishment' nutritional guidelines have failed him and his family. He has made it his mission to help bring awareness to those who seek a similar awakening.

Through PricePlow, Mike is backed up by a team of doctors, researchers, professional athletes, dieticians, and medical school students in an effort to bring source-cited truth to his followers. With their help, he utilizes certain dietary tools such as a low-carb diet with an emphasis on healthy meat to maintain optimal cognitive and physical health.

Mike celebrating after a successful paddle race

Mike combines his background in competitive sports, computer programming, and is known for his role as a biomedical scientist on television.[1] This experience combined, he has created one of the most helpful nutrition tools on the web -- with, of course, the help of his incredibly talented research and programming team.

Competitive Swimmer

In the sporting world, Mike comes from a swimming background where he began competing at the age of five. He played water polo at the Ohio State University and is now a competitive sand volleyball player and Master's swimmer, specializing in endurance ocean swims as well as freestyle butterfly sprints. Mike participates in US Masters Swim races in Central Texas. He is 6'0 and weighs in at 185lbs as of December 2018..

But it's not all water -- when he's not spending ridiculous hours developing PricePlow and poking holes at the latest diet research, he can be found training at home.

Family and home life: "Know Your Child"

At home, Mike is married to his wonderful wife Jill, and together they raise their delightfully precious daughter, who was born in the fall of 2017. Mike and Jill have taken an extremely active "know your child" stance, educating her as much as possible as early as possible.

Mike lives outside of Austin, TX near the Hill Country, and is always happy to jump in on a triathlon relay as your swimming leg.

You can see Mike regularly on the PricePlow YouTube Channel.

Follow Mike Roberto on Social Media

Mike spends nearly all of his social media time on the @PricePlow accounts, but there are some personal accounts too:

BUM Energy ROOT BEER Flavor Brings Soda Back Into Your Life

Bum Energy Drink Root Beer

5-time Mr. Olympia Classic Physique champion Chris Bumstead has been crushing it with Raw Nutrition, with recent pre-workout releases like CBum Essential Pre-Workout and Thuper Thavage. But aside from pre-workouts, he also has an energy drink brand resting on the other end of the energy spectrum — it’s the highly acclaimed BUM Energy.

Normally, […]
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Inside The Vitamin Shoppe Brands: Tabitha Daley, Brian Tanzer, Dustin Elliott | Episode #134

Episode 134: An Inside Look at The Vitamin Shoppe Brands with Tabitha, Brian, and Dustin

Following Episode 133 with Lee Wright, CEO of The Vitamin Shoppe, we head back to the company’s 2024 Brand Summit in Dallas, TX to take a look behind the scenes with some key leaders on the formulation and regulatory side of the company.

Inside the Vitamin Shoppe Brands

Episode 134 of the PricePlow Podcast is […]
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C4 Sport Upgraded in 2024: NSF Sport Certified at Target with Ripped and Strength Versions

C4 Sport

Back in February, we announced that Nutrabolt was launching its 5th generation of the C4 pre-workout product line.

The C4 line has a decades-long legacy in sports nutrition, but make no mistake, Nutrabolt is bringing some real innovation to this redesign. For example, just last week we covered how the line’s biggest formula, C4 Ultimate […]
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Formulator’s Corner #10: A Nitrosigine-Powered Stimulant-Free Pre-Workout Supplement

PricePlow Formulators Corner #10: Nutrition21's Nitrosigine Powered Stim-Free Pre-Workout Supplement

At PricePlow, we love tracking trends, making sure we stay on top of the latest and greatest innovations and consumer demands in the dietary supplement industry. Two trends we’ve enjoyed watching are the growth in branded, clinically-verified ingredients, and the movement towards lower-stimulant and stimulant-free pre-workout supplements.

As caffeine consumption has risen, […]
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Lee Wright: The Vitamin Shoppe CEO Thrives in the Shoppe | Episode #133

Lee Wright The Vitamin Shoppe CEO on the PricePlow Podcast

Our coverage of the 2024 Vitamin Shoppe Brand Summit continues, following up with special guest Jocko Willink on episode #132.

To get a better background on what the Brand Summit is all about, and the direction of The Vitamin Shoppe itself, we went straight to the source — the CEO himself:

A Quick Discussion with[…]
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Natural Products Association SUES New York Over Supplement Restrictions (Updated 4/7/24)

Natural Products Association vs. New York: Lawsuit over Supplement Restriction Law

On December 4, 2023, the Natural Products Association (NPA) filed a lawsuit against the State of New York — specifically Attorney General Letitia James — arguing that the state’s recently-enacted law that prohibits and restricts dietary supplement purchases is unconstitutional.[1]

This article explains the law, summarizes the lawsuit, provides a quote from the Natural […]
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JOCKO WILLINK | PricePlow Episode #132

Jocko Willink on the PricePlow Podcast

While at the 2024 Vitamin Shoppe Brand Summit, we were honored to have none other than Jocko Willink of Jocko Fuel on the PricePlow Podcast for Episode 132.

Jocko Willink: Founding Jocko Fuel and Jocko’s Supplement Stack

We had a quick discussion about the founding of Jocko Fuel, how they strive to do the right […]
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2024’s Beverage Standouts at Expo West and The Vitamin Shoppe

2024 Functional Beverage Trends

The 2024 Expo season has come and gone, with trips to the Arnold Sports Festival, Natural Products Expo West, and the Vitamin Shoppe’s Brand Summit, and we saw some incredible new supplement launches.

But the main trend that’s been impossible to ignore is the continued emergence of functional beverages in our market.

At each show, […]
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GBB (Gamma-Butyrobetaine Ethyl Ester): Super Carnitine That Makes You Sweat?!

Gamma Butyrobetaine (GBB)

If you follow PricePlow, you’ve likely tried a carnitine-based supplement in the past. We love L-carnitine supplements — there’s an incredible amount of data supporting them for metabolism, performance, recovery, and overall health. But sometimes we’re looking for a different way to approach a situation, want different effects, or are simply looking for a […]
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NPA Fly-In Day Tips and Lessons Learned: How to Come Prepared for a “Lobby Day”

NPA Fly-In Day Tips and Lessons Learned

The Natural Products Association’s annual Washington D.C. Fly-In Day will be held on Wednesday, May 22, 2024. We’re inviting everyone with a stake in the dietary supplement industry to get involved, join the organization, and come hang with us on Capitol Hill for a “Lobby Day” experience you will never forget.

With an increasing number […]
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