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:

AN Performance Series Now Available from Applied Nutrition USA!

AN Performance Series Launched by Applied Nutrition USA at The Vitamin Shoppe

The sports nutrition landscape has witnessed a significant shift as Applied Nutrition‘s American arm (AN USA) has launched its highly anticipated AN Performance line. Building on their commitment to transparency, innovation, and community building, AN USA is setting the stage for a new era in performance supplementation.

From ABE to AN Performance: The Evolution[…]
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Basic Supplements Basic Pre: Just the Basics For Focus, Energy, and Pump

Basic Supplements Basic Pre-Workout

When new brands hit the scene, there’s typically a big push to come out of the gate by going extreme. New kids need to differentiate themselves from the crowd, after all, or they get lost in it. Every brand needs an edge – a unique selling point that makes a splash. Typically, this means […]
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Kyle Thomas: Nutrabolt’s Chief Commercial Officer Talks C4 Hershey Partnership | Episode #157

Kyle Thomas: Nutrabolt Chief Commercial Officer Explains the C4 x Hershey Collab

In Episode 157 of the PricePlow Podcast, Mike and Ben sit down with Kyle Thomas, Chief Commercial Officer of Nutrabolt, to discuss the company’s groundbreaking partnership with The Hershey Company. Kyle, who joined Nutrabolt in 2021 after years in the Coca-Cola system, provides unique insights into how this collaboration came to be and […]
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AN Performance Hydration: Applied Nutrition USA’s ATP-Powered Performance Supplement

AN Performance Hydration: Applied Nutrition USA’s ATP-Powered Performance Supplement

After teasing the market with their rebranded AN USA brand and announcing their exclusive partnership with The Vitamin Shoppe, Applied Nutrition USA has finally unveiled their first major launch under the AN Performance banner: AN Performance Hydration.

AN Performance Hydration: AN USA’s First Major Launch is All About Performance

This isn’t just another electrolyte […]
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Introducing Basic Supplements with Marc Curcio and Laura Valley | Episode #156

Introducing Basic Supplements: Marc Curcio and Laura Valley on PricePlow Podcast Episode #156

On Episode #156 of the PricePlow Podcast, Mike and Ben welcome Marc Curcio and Laura Valley to discuss the founding of Basic Supplements and its mission to provide high-quality, simplified nutritional products.

In today’s fast-paced supplement industry, consumers are often bombarded with complex products boasting long lists of ingredients and lofty promises. But what […]
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Live From Kyowa Hakko at SSW 2024: Lou Ferrer and Darin Decker on Beverage Innovation | Episode #155

Kyowa Hakko Beverage Panel at SSW 2024 with Lou Ferrer and Darin Decker

Live from the Kyowa Hakko USA booth at Supply Side West 2024 in Las Vegas, Mike and Ben sit down for a functional beverage roundtable featuring Lou Ferrer (MacroCap Labs) and Darin Decker (Applied Nutrition USA).

MacroCap Labs is a dietary supplement manufacturer that has aggressively moved into the canned beverage industry — they’re the […]
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Ghost High Protein Hot Cocoa Mix is Back for 2024 in Tubs and Packets!

Ghost High Protein Hot Cocoa Mix is Back for 2024 in Tubs and Packets!

‘Tis the season! Temps dropping lower can only mean one thing: it’s bulking season. The time for shirtless beach volleyball has passed, and in its place are gigantic wool sweaters that hide the less flattering aspects of putting on weight.

Of course, it being chilly outside also means slamming down those cold protein shakes post-workout […]
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SupplySide West is Now SupplySide Global: Sandy Almendarez of Informa Markets | Episode #154

Sandy Almendarez: SupplySide West is Now SupplySide Global

For Episode #154 of the PricePlow Podcast, Mike and Ben sit down with Sandy Almendarez, the Vice President of Content at Informa Markets, to discuss SupplySide West 2024 live from the event. Sandy provides an introduction to her role and responsibilities, overseeing the educational programming and content for the large trade show.[…]
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C4 Whey Introduced in the Nutrabolt Hershey Collab… with Real Reese’s!

C4 Whey Hershey's and Reeses!

One of the first major players in the massive world of pre-workout supplements – and one of the most recognizable – was Nutrabolt’s C4, originally launched under their Cellucor brand. Throughout the years, the C4 lineup has undergone several iterations with Nutrabolt’s most recent 5th Generation of C4 bringing several innovative changes to the […]
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Applied Nutrition Goes Public with $450 Million IPO on the London Stock Exchange

Applied Nutrition IPO

Applied Nutrition, a UK-based leader in sports nutrition and functional health products, has gone public with a listing on the London Stock Exchange, a major milestone for the brand’s expansion in both the UK and global markets. The IPO priced shares at 140p (approximately $1.82), valuing the company at around £350 million ($454 […]
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