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
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:
- Twitter: @MicroBerto (@PricePlow for industry-related activity)
- LinkedIn: linkedin.com/in/mikeroberto/
- Facebook: facebook.com/mike.roberto (see also PricePlow's Facebook)
- YouTube: YouTube.com/PricePlow
- Instagram: @PricePlow
- IMDB: imdb.com/name/nm3834816
- Personal Blog: MikeRoberto.com (relatively defunct)
TJ Dillashaw: From Fighter to Founder of Wild Society Nutrition | Episode #168
In this episode of the PricePlow Podcast, we welcome TJ Dillashaw, two-time UFC Bantamweight champion turned supplement entrepreneur, to discuss his journey from elite fighter to founder of Wild Society Nutrition. This fascinating conversation explores how TJ’s decades of competition experience, combined with hard-learned lessons about supplement quality and industry practices, led him […]
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Ghost Legend Bubblicious Strawberry Splash Goes Global: The Fan-Favorite Returns in V4 Formula
Ghost Legend Bubblicious Strawberry Splash is back and going global as part of Ghost’s massive 9th birthday celebration on June 1st, 2025! This beloved flavor collaboration is now available worldwide in the powerful Legend V4 formula, bringing 300mg of natural caffeine and a completely redesigned ingredient profile to international markets for the first time.
Originally […]
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Ghost Energy Bubblicious Cotton Candy Returns: Sweet Nostalgia for Ghost’s 9th Birthday
Ghost Energy is bringing back one of its most beloved flavors as part of their epic 9th birthday celebration: Bubblicious Cotton Candy! This fan-favorite flavor returns alongside Ghost Energy Bubblicious Strawberry Splash and the groundbreaking Ghost Protein Cereal Cinnamon Toast Crunch collaboration, making June 1st, 2025 one of Ghost’s biggest launch days ever.
Originally […]
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Ghost Energy Bubblicious Strawberry Splash Returns for Summer 2025
Ghost Energy continues its legendary flavor collaboration streak with the return of Bubblicious Strawberry Splash, launching as part of Ghost’s massive 9th birthday celebration on June 1st, 2025. This fan-favorite flavor is making its triumphant return alongside Ghost Energy Bubblicious Cotton Candy and the brand-new Ghost Protein Cereal Cinnamon Toast Crunch collaboration.
Originally launched […]
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Laura Katz: Helaina Revolutionizes Nutrition with Human Identical Lactoferrin | Episode #167
In Episode #167 of the PricePlow Podcast, Mike and Ben welcome Laura Katz, founder and CEO of Helaina, for an in-depth exploration of human-identical lactoferrin technology and the revolutionary effera™ ingredient. This fascinating conversation traces Laura’s journey from discovering the black market for breast milk to developing precision fermentation technology that creates bioactive […]
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Ghost Intra Iced Tea Lemonade: Summer’s Perfect Training Partner
Summer training sessions just got a major upgrade. Ghost Intra Iced Tea Lemonade brings the refreshing taste of classic iced tea and lemon to Ghost’s comprehensive intra-workout formula, delivering essential amino acids, hydration support, and nootropic focus ingredients in a flavor that actually makes you look forward to your next sip.
This isn’t just another […]
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Beyond Taurine: MalTor with Ed Dosz of NutriScience Innovations | Episode #166
In episode #166 of the PricePlow Podcast, Mike and Ben welcome Ed Dosz, VP of Science Innovation at NutriScience Innovations, to discuss MalTor, a groundbreaking ingredient that combines taurine and L-malic acid in a patent-pending complex. With his Ph.D. in food science and extensive background at NOW Foods, Ed brings deep […]
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Mondelez Terminates Ghost Contract: Sour Patch Kids, OREO, Chips Ahoy, and Nutter Butter Flavors Leaving in 2026
Update May 19, 2025: Dan Lourenço has announced that “GHOST and Mondelez have agreed to ‘soft land’ the relationship over the next 12 months. get the collabs (including my beloved Swedish Fish) while you can”.[1] The Mondelez collab products stayed available on their website, so an agreement was reached.
Mondelez ends 7-year partnership with Ghost […]
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Ecklonia Cava: The Super Seaweed with Metabolism and Brain-Boosting Benefits
Ecklonia cava is a bioactive-rich brown seaweed that thrives along the coastal regions of Korea and Japan. For centuries, this marine treasure has been used in foods and in traditional East Asian medicine.[1]
Ancient cultures treasured it for its medicinal properties, and modern research has now catapulted Ecklonia cava back into the spotlight as a […]
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OmniActive’s Botanical Innovations: Cody Flynn Introduces enXtra | Episode #165
In Episode #165 of the PricePlow Podcast, Mike and Ben welcome Cody Flynn of OmniActive Health Technologies to discuss the company’s impressive botanical ingredient portfolio and manufacturing processes. Recorded at Natural Products Expo West 2025, this enlightening conversation covers OmniActive’s journey from its roots in the spice trade to becoming a leader in standardized […]
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