The PricePlow Podcast: Supplement Industry Science and Business

The PricePlow Podcast is Here! Watch our introductory episode, subscribe to our YouTube channel, and get ready to rumble!

Welcome to The PricePlow Podcast!

Mike and Ben are thought leaders, content creators, and consultants in the dietary supplement industry, mainly focusing on performance and active nutrition. We interview industry experts, business operators, and researchers who push the supplement industry forward.

PricePlow is the premier educational media company in the supplement industry, covering supplement news, ingredient science, and product launches on the PricePlow Blog. This podcast is heavy on sports nutrition, but we're not limited to that niche.

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PricePlow Podcast Episode Listing:

1. #239: SteelFit Is Back: Rob Kaufman on Pro Tan, Steel Fuel, and His Fungies Exit

   October 15, 2026:

   

   Rob Kaufman grew up around bodybuilding stages as the son of Pro Tan founder Stacy Kaufman. He built SteelFit around clinically studied topicals like Abs of Steel, then co-founded Fungies, the mushroom gummy brand that reached more than 13,000 stores before its July 2026 sale. Now he's back on SteelFit full-time and making his first PricePlow Podcast appearance.

   Rob walks Mike and Ben through SteelFit's clean-label relaunch, including the Steel Fuel pre-workout with one- or two-scoop dosing and the new Steel Hydrate amino and electrolyte formula. He also shares his HYROX training, why SteelFit targets former athletes in their 30s and 40s, a growing fish oil shortage, and how AI helps a self-funded brand compete.

2. #238: Mr. Olympia Nick Walker on Morphogen Nutrition, His Signature Line, and What He Actually Uses

   October 8, 2026:

   

   Nick Walker won the Mr. Olympia title as a co-owner of Morphogen Nutrition, and in Episode #238 he explains why he asked for equity instead of another sponsor deal. Founder Ben Hartman returns to fill in the business side, from Nick checking on him during prep to the post-win jump in traffic and merch.

   The signature line takes shape on air: a VOLUGEN without creatine, a six-capsule pump product, and a Red Velvet Cheesecake PROTEGEN. Nick shares the pared-down stack he ran before the show, why he skips creatine, and how little caffeine he uses now.

   Then the food talk takes over, from an all-night post-Olympia food run to a hard no on protein cookies, while Hartman explains why PROTEGEN had to offer more than commodity whey.

3. #237: The Protein King Also Does Carbs: Musclesport's CreaM'D Rice with Jason Mancuso

   October 1, 2026:

   

   MuscleSport founder and CEO Jason Mancuso built the brand's name on flavor-first Lean Whey. He joined Ben for Episode #208, but this conversation with Mike is his first, alongside EVP and CMO Rob "Franky" Oberholzer.

   The big reveal: CreaM'D Rice now outsells Lean Whey unit for unit, an unexpected shift for a protein-first brand. Jason and Franky cover the savory CreaM'D Rice push (a bacon, egg, and cheese version built on real egg protein included), the wellness-minded FibroLean AM, the revived Lifted brand's functional pouches and a possible energy drink, and a candid look at protein pricing, inventory strategy, and where MuscleSport goes next.

4. #236: Kris Gethin Puts Biohackers in Their Place

   September 24, 2026:

   

   Kris Gethin, co-founder of Unmatched Supps and Nova Prime Labs, joins Mike and Ben for his first full episode since 2018. Kris catches listeners up on building Unmatched around an all-natural, no-sucralose philosophy with Doug Miller, plus what's changed since the brand launched publicly.

   The conversation ranges from stem cell therapy and Kris's current peptide protocol to EMF mitigation, grounding, and blood donation. Kris also gives PricePlow its first deep dive into Unmatched's upcoming Longevity Bar, 16 months in development, along with previews of a reformulated BH2K and the new Unmatched University platform.

   It's a wide-ranging look at where performance and longevity intersect, from a guest who's been living in both worlds for decades.

5. #235: Hydroxycut GLP-1 Elite Shred Unveiled by Iovate's New CEO Raza Bashir | Episode #235

   September 17, 2026:

   

   Iovate has a new CEO, and he chose the PricePlow Podcast to reveal it. Recorded live at the inaugural Future Nutra Innovation Summit in Lake Conroe, Texas, Raza Bashir joins us for the fifth time, now as Chief Executive Officer of Iovate Health Sciences, parent company of MuscleTech and Hydroxycut.

   Raza uses the moment to unveil Hydroxycut GLP-1 Elite Shred, a stimulant-light fat burner built around TheoLim, an exclusive key lime and cacao extract already backed by clinical research inside MuscleTech's own Peptide Series. Joining Mike, Ben Kane, and Future Nutra Foundation founder Joey Savage, the conversation also covers Muscle Peptide 185's move into Walmart, CellTech's unexpected second life on TikTok, and what Raza's promotion means for the peptide platform he built over 20 years in the industry.

6. #234: Beta-Alanine Without the Tingles: CarnoSyn 4X and TriBsyn with NAI's Mark LeDoux

   September 10, 2026:

   

   Natural Alternatives International (NAI) founder, chairman, and CEO Mark LeDoux returns to the PricePlow Podcast for Episode #234, this time to unveil CarnoSyn® 4X and TriBsyn®, two new brand names built on the same liposomal beta-alanine breakthrough. Both promise 4x the bioavailability of standard beta-alanine, meaning an 800mg dose delivers the same carnosine-building benefits as a 3.2g loading dose, without the paresthesia (tingling) that keeps many potential users away.

   Mark and Mike also explore why beta-alanine belongs in the GLP-1 conversation, since rapid weight loss from drugs like tirzepatide often comes with unwanted muscle loss. From a Brazilian nursing home study to a real-world Costco product, this episode covers where 46 years of natural-alternatives research is headed next.

7. #233: Joey Savage's Pump-Boosting Probiotic and the Future of Nutrition at Savage Nutra

   September 3, 2026:

   

   Joey Savage returns to the PricePlow Podcast with two updates from Savage Nutra and his nonprofit, Future Nutra Foundation. First up is the inaugural Future Nutra Innovation Summit (FNIS), running September 9-11 at Margaritaville Lake Conroe near Houston, a hybrid trade show, educational summit, and resort retreat built to feel more like a tech company retreat than a typical supply-side show.

   Then Joey shifts into ingredient news. Tensia is a probiotic strain that produces its own nitric oxide from dietary nitrates, already featured in Alpha Lion's relaunched SuperHuman Jacked. He also introduces a second ingredient, an upcycled greens powder made from duckweed protein production, and talks through where strain-specific probiotics are headed next.

8. #232: TruShield™ Certified BHB Shots for NFL-Strength Head Shots with Marc Lobliner

   August 27, 2026:

   

   Marc Lobliner returns to the PricePlow Podcast for Episode #232, catching up since his appearance on Episode #186. This episode is sponsored by TruShield Certified, and Marc explains why CleanForm Nutrition chose the WADA-level testing program to certify its goBHB Energy Shot.

   The conversation also covers Conor McGregor's new MAC Energy drink, which runs on the same goBHB ketone ingredient at the center of Marc's work as President of Ketone Labs, plus PurCaf natural caffeine and Cognizin citicoline. Marc walks through CleanForm's full product lineup, a new Purist Creatine partnership with NNB Nutrition, and his recovery from a recent hip replacement.

   It's a wide-ranging update from one of the supplement industry's most recognizable voices, covering testing standards, celebrity-backed formulas, and three decades of industry stories.

9. #231: Amino Acid Fortification (Not Spiking!) with Leuvate: Dr. Daniel Traylor

   August 20, 2026:

   

   What does it take to make an 8-gram amino acid blend act like extra protein? On Episode #231 of the PricePlow Podcast, Dr. Daniel Traylor, the DePaul University researcher behind Leuvate, joins Jim McMahon of Fit Foods to break down the science behind PVL's new ISO CLEAAR.

   Traylor walks through 15 years of research, from a 2012 threshold study out of Stuart Phillips' McMaster lab to his own ongoing GLP-1 crossover trial, while McMahon explains why he built a dairy-free, juice-like protein around collagen and plant sources instead of whey. Expect a heavily cited conversation covering leucine dosing, protein timing, and why "older" is more relative than most people think.

10. #230: Perfect Day is Coming for the Protein Market - Kyle Failla

    August 13, 2026:

    

    Whey protein isolate keeps getting more expensive, and the reasons run deeper than tight dairy supply. On this episode, Kyle Failla, Head of Commercial at Perfect Day, joins Mike Roberto and Ben Kane to explain how the company's precision-fermented ingredient, ProFerm, offers a way around the problem.

    ProFerm is a fermented version of beta-lactoglobulin (BLG), the most anabolic fraction of whey protein, grown using a genetically engineered strain of Trichoderma reesei instead of extracted from cow's milk. Kyle walks through the science, the safety and regulatory approvals across five countries, and why Perfect Day spent two quiet years building its own manufacturing plant instead of relying on contract manufacturers.

    The conversation also covers where ProFerm shows up today, from protein shots to ready-to-mix powders, and what Kyle would love to see brands build with it next.

11. #229: Solving the Protein Problem: NNB Nutrition's Jake Mulder & Dustin Elliott

    August 6, 2026:

    

    NNB Nutrition CEO Jake Mulder and Chief Brand Officer Dustin Elliott join Episode #229 of the PricePlow Podcast, recorded at IFT FIRST 2026 in Chicago.

    This is part two of a two-part series recorded on-site with NNB. Part one, Episode #227, covered Shawn Wells' science-first take on GLP-1 and mitochondria. This conversation turns to the business behind the science: scaling dipeptides like Dileucine and the newly trademarked VasoRush, why NNB bets on ingredients that already exist in nature, and how a tightening whey supply is pushing the industry toward clarified plant proteins.

    Jake and Dustin also break down the flavor chemistry behind SweetVantage+, NNB's brazzein-enhanced stevia system built to make some of the hardest-to-flavor ingredients in the industry actually taste good.

12. #228: SuperHuman Goes All Red: Darin Decker Reveals Alpha Lion's New Pre-Workouts

    July 31, 2026:

    

    Darin Decker returns to the PricePlow Podcast for Episode #228, his fifth appearance and first as VP of Sales at Alpha Lion. He joins Mike and Ben for a full look at the biggest SuperHuman relaunch in years.

    Starting July 31, Alpha Lion's entire SuperHuman line gets a V2 treatment: five reformulated pre-workouts, a switch from black to red packaging, and the debut of Tensia, a novel probiotic-derived ingredient landing in the reworked Jacked formula alongside PeptiStrong and PeptiPump.

    Darin also covers Alpha Lion's pricing overhaul, its GNC weight-management win with the Burn2O system, and why the brand leans on retail and TikTok instead of Meta ads to grow. It's a packed catch-up with one of the show's most frequent guests.

13. #227: Shawn Wells Breaks Down GLP-1 Drag: Muscle Loss, Mitochondria, and Dopamine

    July 23, 2026:

    

    Episode #227 of the PricePlow Podcast brings Shawn Wells, Chief Science Officer at NNB Nutrition, back to the show for a conversation recorded live at IFT First 2026 in Chicago.

    This is the more theoretical of two episodes filmed at NNB's booth, built around what Wells calls "GLP-1 Drag," three linked theories covering muscle loss, mitochondrial fatigue, and dopamine flattening in long-term GLP-1 users. Wells also breaks down precision fermentation's takeover of the herbal extract market, NNB's buccal pouch platform built around fast-absorbing paraxanthine and nootropics, and an unplanned detour into flush niacin and nicotine pouches.

    Look for part two soon, covering NNB's business side with Dustin Elliott and Jake Mulder.

14. #226: Tom Reilly Returns with Grocery Wins and Creatine at VMI Sports

    July 16, 2026:

    

    Tom Reilly, president of VMI Sports, is back for his second appearance on the PricePlow Podcast, just five months after Episode #205. This time Ben Kane is joined by Spencer Lynn, PricePlow's VP, who steers much of the conversation toward grocery and retail strategy.

    Tom breaks down VMI's wins at Wegmans, Giant Eagle, and Wakefern's ShopRite banner, plus the operational reality behind vendor portals, credits, and shipping requirements that most founders learn about the hard way. He also unveils a full creatine product expansion, teases an unnamed protein snack, and explains why VMI waited two years to find the right gummy manufacturer. Tom closes with VMI's GNC franchise partnerships, a new VP hire focused on beverage strategy, and the formula science behind KXR Stacked.

15. #225: Doug Grant: The NBA's First Nutritionist on Microplastics, Digestive Enzymes, and TruShield™ Testing

    July 9, 2026:

    

    Doug Grant built Optimal Health Systems in 1990 and became the NBA's first full-time team nutritionist in 1993, serving the Phoenix Suns, San Antonio Spurs, and Miami Heat across seven championship seasons. His philosophy: nutrition is about delivering nutrients to the cell, not just what you consume.

    In Episode #225, Doug covers the enzyme cascade logic behind Digest-A-Meal (his flagship product for over 30 years), the three-stage supplementation system he teaches to doctors nationwide, and what decades of blood work data taught him about organ health and performance. He also covers OHS's developing work on microplastics (including PlasticTest and ChemZyme) and why he chose TruShield™️ Certified for a brand that's been ahead of third-party testing standards for decades.

16. #224: SPINS' Scott Dicker on Creatine Trends, GLP-1, and the Next Ingredients to Watch

    July 2, 2026:

    

    Three years ago, Scott Dicker of SPINS joined the PricePlow Podcast to talk creatine, collagen, and where sports nutrition was heading. On Episode #224, he returns to grade his own predictions and dig into what's changed since.

    The report card is mostly good news: creatine's move into cognitive health played out almost exactly as Scott called it, hydration supplements kept climbing, and Red Bull is still the top-selling energy drink. Scott, Mike, and Ben also cover where his calls needed adjusting, from ashwagandha's staying power to pre-workout's exposure to energy drinks.

    From there, the conversation covers new ground: the creatine gummy boom, GLP-1 ripple effects, precision fermentation's push into alternative proteins, and Scott's fresh picks for the next ingredients to watch.

17. #223: Kaitlyn Kenna Smith: CrossFit, Creatine, and Content Creation with PricePlow

    June 25, 2026:

    

    Kaitlyn Kenna Smith is one of PricePlow's own content creators and the host of the Powerhouse Mentality podcast, a 300-plus episode show covering mental toughness, nutrition, and fitness. She also currently runs PricePlow's TikTok.

    In Episode #223 of the PricePlow Podcast, Kaitlyn sits down with Mike and Ben to walk through her full journey: from discovering running at 14 as an escape from a difficult home life, through a serious eating disorder in college, to going all-in on CrossFit in 2020 and now targeting the CrossFit Open semifinals.

    Along the way they cover why 1,200 calories damages active women, how to coach clients off the scale, why 1st Phorm earns real loyalty, and what a market gap exists for lower-caffeine functional energy drinks in 16-oz format.

18. #222: Doss Cunningham Sees the Future: C4's Origin, Cellucor's Rebrand, and Nutrabolt's Next Chapter

    June 18, 2026:

    

    Doss Cunningham has spent nearly 25 years building Nutrabolt and the C4 brand into supplement household names, almost entirely from behind the scenes. In Episode #222, the Nutrabolt CEO sits down with Mike and Ben for a rare in-depth public podcast appearance.

    He covers the full arc: C4's 2011 value-play launch that became a category leader almost overnight, the hard lessons from failed brands like Cavalier and Neon Sport, Cellucor's rebrand around Active Health & Wellness, the Longevity Creatine + NAD+ launch with, and exclusive peptide partnerships that could shape what comes next.

    Plus: the Cereal Killer origin story, NBA deals, the beta-alanine reduction in C4 Energy, a forthcoming C4 AlphaBomb Sport launch, a possible M5 Extreme comeback, and why Doss calls C4 Smart Energy the brand's sleeping giant.

19. #221: Ben Hartman #3: Morphogen's Comeback, Nick Walker's Equity, and the 10g Tyrosine Return

    June 11, 2026:

    

    Ben Hartman returns for his third PricePlow Podcast visit in Episode #221 with a lot to catch up on. He opens by sharing -- for the first time publicly -- the failed acquisition that nearly sold Morphogen Nutrition, the financial overhaul that followed, and how selling the building and moving to 3PL cleared the path for the brand's best work yet.

    The formula talk covers AlphaGEN's return to 10g L-Tyrosine, PRIME's origin story and its role as the anchor of Morphogen's entire health line, and Ben's strategy for deploying bioavailability enhancement ingredients across a multi-product stack. The episode closes with the full Nick Walker equity partnership story and a frank look at the longevity and peptide wave ahead.

20. #220: Uday Gosalia: Fighting Mandatory Product Listing from the US Capitol | Episode #220

    June 4, 2026:

    

    Episode #220 of the PricePlow Podcast brings Ben back to Washington, DC for the NPA's 2026 Fly-In Day. Recording live from the US Capitol steps at sunset with Joey Savage, they're joined by Uday Gosalia, founder of UGo Beyond.

    This year's trip had a different tone: for the first time in several years, the industry came to DC in full opposition mode, targeting two specific active bills. First, Senator Dick Durbin's Dietary Supplement Listing Act of 2026 (S.3677). Second, the Dietary Supplement Regulatory Uniformity Act (H.R. 7366), which needs a Senate companion to block state-level supplement restrictions.

    The conversation covers both bills in depth, real lobbying tactics that worked, and why showing up in DC consistently is the most powerful thing the supplement industry can do.

21. #219: Doug Miller Returns: Nova Prime Labs Peptides Extends Empire Beyond CORE & Unmatched

    May 28, 2026:

    

    Doug Miller, founder and CEO of Core Nutritionals, returns to the PricePlow Podcast for Episode #219 -- his first appearance since Episode #050, when protein prices were already climbing. Spoiler: they still are.

    In this wide-ranging catch-up with Mike and Ben, Doug walks through his recent portfolio decisions: selling his Arms Race Nutrition stake back to co-founder Julian Smith, shutting down the Myoblox revival, and locking in his focus on Core Nutritionals and Unmatched Supps, the two-year biohacking brand he co-founded with Kris Gethin.

    The conversation covers creatine precursor ingredient science, Unmatched's novel Stem Cell product, the new Nova Prime Labs research-use peptide venture, and what a 150% raw protein cost increase actually means at the shelf.

22. #218: Blake Ebersole - The Ashwagandha Standards Alliance and India's Leaf Advisory

    May 21, 2026:

    

    The Ashwagandha Standards Alliance launched in May 2026 to counter the misinformation driving regulatory action against ashwagandha leaf in India and Europe. In Episode #218 of the PricePlow Podcast, Blake Ebersole, founding member of the ASA and president of NaturPro Scientific, walks through Denmark's hazard-based ban, India's FSSAI/AYUSH advisory, and what the science on withaferin A actually says.

    The conversation goes well beyond regulatory politics. Blake covers lab shopping and the broken incentive structure in supplement testing, supply chain fragmentation across India's ashwagandha sector, and why consumer pressure for label transparency is the most effective lever available for improving quality across the entire botanical category.

    Paired with PricePlow's companion article on India's FSSAI leaf advisory, this episode is essential listening for anyone in the ashwagandha supply chain -- from brand formulation to finished product.

23. #217: NuLiv Science's Full Portfolio with Luis Gonzalez - AstraGin, Senactiv, and a Unique Industry Start | Episode #217

    May 14, 2026:

    

    NuLiv Science has been one of the supplement industry's most recognized ingredient suppliers for over a decade, yet the brand hadn't sat down for an in-depth PricePlow Podcast conversation since 2021. Episode #217 changes that.

    Luis Gonzalez, VP of Sales at NuLiv Science, joins Mike for a comprehensive tour of the NuLiv portfolio: AstraGin®, Senactiv®, Zylaria®, InnoSlim®, JointIQ®, Astrion®, and CordycepsPrime™. They cover the brand-new 2026 whey protein absorption study, Senactiv®'s senolytic research arc (including a just-published stem cell regeneration paper), and how NuLiv ingredients fit the growing GLP-1 support conversation.

    Luis also shares his unlikely path from financial services and Instagram fitness influencer to VP of Sales at one of the supplement industry's most research-driven ingredient suppliers.

24. #216: Balchem's Tom Druke: VitaCholine®, Albion® Chelated Minerals, K2VITAL®, and the NY Jets

    May 7, 2026:

    

    Episode #216 marks Balchem's first appearance on the PricePlow Podcast. Tom Druke, Senior Marketing Manager at Balchem's Human Nutrition & Health division, joins us for a first-time deep dive into three flagship branded ingredients: VitaCholine®, Albion® Minerals, and K2VITAL®.

    Tom walks through Balchem's growth story and the May 2024 New York Jets partnership (the first of its kind for an ingredient company with a major U.S. pro sports team), then goes deep on choline: depletion in athletes and knowledge workers, L(+)- vs. DL-bitartrate isomers, the nitric oxide connection, and a 2015 focus study at 800mg.

    The mineral half covers Albion's chelation technology, magnesium bisglycinate bioavailability, FT-IR quality verification, and what NOW Foods' 2022 Amazon audit revealed about third-party magnesium products.

25. #215: Jim McMahon: Protein Price Shocks and the Mutant Story

    April 30, 2026:

    

    Jim McMahon has been in the supplement industry for nearly 40 years. As Founder and CEO of Fit Foods Ltd. (parent company of Mutant, PVL, Whey Gourmet, and North Coast Naturals), he built a 200,000-square-foot manufacturing operation in Port Coquitlam, BC, distributing to 70+ countries with roughly 200 employees.

    In this episode, Jim traces the arc from introducing whey protein to Canada in 1993 to signing the Creapure trademark before Prolab in 1998. He explains why Mutant won't touch creatine gummies (their internal testing found samples at 28 times the allowable creatinine impurity limit), shares his forecast that whey protein prices will roughly double within six months, and breaks down how Canadian NHP regulations differ from the US framework.

    Jim also teases a recent investor deal designed to protect his 200 teammates, a novel pre-workout stimulant nobody has used in sport, Mitchell Hooper's "Stronger" signature line, and a protein extension research project with Dr. Daniel Traylor of DePaul University.

26. #214: Elite-Tier Functional Mushrooms: Inside NuCelium with Riley Boudreau and Rob Swiderski

    April 23, 2026:

    

    What does it take to grow the world's most potent cordyceps without ever running it through an extractor? That's the question at the center of Episode #214 of the PricePlow Podcast, where NuCelium co-founders Riley Boudreau and Rob Swiderski join Mike and Ben for a biology-first deep dive into functional mushroom cultivation.

    Riley and Rob explain how NuCelium's full-spectrum approach captures not just the fruiting body and mycelium, but the extracellular compounds the mycelium excretes into the substrate, a component most growers discard as grain filler. Their CordyFuel™ ingredient won the 2025 Cordy Cup with a third-party verified 14.83 mg/g cordycepin reading, the highest in competition history and achieved without extraction... and now they can go even higher.

    The conversation also covers the founding mycology team, what's coming next with Chaga and Tiger's Milk, and why biosecurity is everything in mushroom farming.

27. #213: Supplyside Connect New Jersey 2026: Hot Takes & Fresh Finds

    April 16, 2026:

    

    SupplySide Connect New Jersey 2026 is the backdrop for this live panel episode featuring three of the supplement and functional food trade's most plugged-in editorial voices: Cassie Smith, Heather Carter, and Devon Gholam from the SupplySide / Informa Markets team.

    The panel's three agreed-upon themes: protein, peptides, and fiber. From there, the conversation covers GLP-1's ripple effects on dairy and the post-discontinuation supplement opportunity, the creatine stability problem in RTDs and gummies, and a lively MPL vs. DSHEA 2.0 debate.

    It's the follow-up to Episode #164 from SupplySide Connect NJ 2025, and a real-time industry pulse-check on what supplement professionals were actually talking about on the trade show floor.

28. #212: Chris Lobb and Brett Bernier - Tactical Nutrition Using PLT Health and CellFlo6®

    April 9, 2026:

    

    Episode #212 of the PricePlow Podcast brings together two uniquely credentialed guests: Chris Lobb, a recently retired Army Special Forces operator with the 10th Special Forces Group, and Brett Bernier, Director of Sports and Active Nutrition at PLT Health Solutions and a Marine Corps veteran.

    The conversation centers on tactical nutrition: what performance supplementation actually looks like when tested under live operations in Afghanistan rather than in a gym. Chris shares his firsthand account of testing CellFlo6® in the field in 2019. Brett introduces the ingredient science behind CellFlo6 and zümXR®, and together they dig into caffeine optimization, adaptogen stacking, novel delivery formats for austere environments, and the future of functional ingredients in the US military.

29. #211: Robert Samborsky: The Full Apollon Nutrition Origin Story, Hooligan, and the 2026 Roadmap

    April 2, 2026:

    

    Robert "Robik" Samborsky, founder of Apollon Nutrition and owner of Apollon Gym in Edison, NJ, makes his first PricePlow Podcast appearance in Episode #211, and the origin story alone is worth the runtime.

    Born in Soviet-era western Ukraine, Robik left at 13, passed through Israel and South Africa, and arrived in the US in 1997 with acting school ambitions and no green card. The path to Apollon ran through Lee Strasberg Theatre, NPC judging, a decade of competitive Muay Thai including a title fight at Bangla Stadium, and a gym purchase made on maxed-out credit cards.

    From there, he covers the brand's founding philosophy: clinical-plus dosing, full transparency, no underdosing -- the Hooligan V8 spoiler, and the complete 2026 product roadmap.

30. #210: Evan Centopani, Easton Drake & Jason Budsock at The Cage on Animal's Next Chapter

    March 26, 2026:

    

    Live from the Arnold Sports Festival 2026 in Columbus, Ohio, Episode #210 of the PricePlow Podcast brings three back-to-back conversations with Animal royalty. Spencer sits down first with Evan Centopani, a 20-year Animal athlete turned financial planner, for a conversation about legacy brands, the creator economy, and what it means to build a full life around training. Then Easton Drake, just 90 days into his role as Animal's Athlete Manager after stops at Bodybuilding.com and AN, introduces the newest Animal athlete: Billy Love.

    Finally, OG marketing veteran Jason Budsock returns to break down the Smarties creatine chew collaboration (two industry firsts in one launch), the chews-vs.-gummies debate, and creatine's explosive demographic expansion into women, the elderly, and beyond.

31. #209: Darren Thompson of PerfectShaker on Shaker Science and Superheroes

    March 19, 2026:

    

    Most supplement users have owned a shaker bottle, but very few have thought about what separates a quality one from a cheap one. In Episode #209 of the PricePlow Podcast, recorded live at the 2026 Arnold Sports Festival, host Ben Kane and VP of Ops Spencer Lynn sit down with Darren Thompson, co-founder of PerfectShaker.

    Darren covers the full lifecycle of a custom shaker bottle: injection molding costs in China vs. the USA, the DC and Marvel licensing gamble that put PerfectShaker on the map, the patented Action Rod, stainless steel laser etching, water dipping technology, and what it really costs to bring a custom run to market. He also teases an upcoming aluminum shaker built for the RTD era, developed in partnership with the PricePlow and BevLab teams.

32. #208: Jason Mancuso and Team Musclesport: Lean Whey, Flavor-First Protein, and Building a Brand from the Ground Up

    March 12, 2026:

    

    What does it take to build the supplement industry's most talked-about protein brand from scratch? In Episode #208 of the PricePlow Podcast at Musclesport HQ in Long Island, New York, listen in on a candid conversation with founder and CEO Jason Mancuso, EVP/CMO Robert Oberholzer, and Kate Christensen.

    Jason traces his path from getting fired at McDonald's in 1993 to manufacturing his own supplements and launching Lean Whey as a dessert-style protein before anyone else was doing it. Together, the team explains how Musclesport evolved from a brick-and-mortar-only distribution model into a balanced omnichannel brand, why community and customer service drive long-term retention, and what separates a truly experiential protein from the growing sea of commodity options.

33. #207: Jessie Cavanaugh and Keely Johnson: Cortisol Awakening Response Research and Shoden Ashwagandha

    March 5, 2026:

    

    What does good nutraceutical research actually look like? Dr. Jessie Cavanaugh of Nutraceuticals Research Institute has spent 20-plus years answering that question -- and now she's turned her focus to cortisol. Specifically, the cortisol awakening response (CAR): the 50 to 80% cortisol spike in your first 30 minutes awake that determines how ready your brain and body are for the day.

    Joining Arjuna Natural's Keely Johnson on Episode #206 of the PricePlow Podcast, Dr. Cavanaugh breaks down what makes this new Shoden study different, and why the methodology matters as much as the results. Registered nurse and PricePlow Instagram personality Victoria Johnson rounds out the panel, bringing a clinical perspective to the conversation about stress, consistency, and cortisol balance.

34. #206: Nootropics Depot Against the World, Part 2: The Product Line

    February 26, 2026:

    

    Part 2 of the Nootropics Depot series picks up where the FDA raid story left off -- this time, with the actual products. Episode #206 of the PricePlow Podcast brings founder Paul Eftang and Director of Business Development Matt Harrier back to the mic to cover the ingredients that took them years (sometimes six of them) to develop correctly.

    Paul walks through tongkat ali's transformation from gas station skepticism to their number-one seller, the 10-year lion's mane research journey that produced the world's first erinacine A product, a 6-year quest for a real Ecklonia cava, and a bacopa extract that binds to the same receptor as psilocybin. Plus: cistanche, Tribugen, the Sabroxy-Cognance-Saffron nootropic stack, a fiber ecosystem, and why almost everything on Amazon is fake.

35. #205: Tom Reilly - VMI Sports, the PEZ Collab, and Two Mystery Canned Beverages

    February 18, 2026:

    

    Tom Reilly, president of VMI Sports, has a background that most brand founders don't: he spent years inside distribution before ever running a brand. GNC, UNFI, and a long stint at Lone Star Distribution (where VMI itself was born as a house brand in 2012) gave Tom a view of the supplement supply chain that's shaped everything VMI does.

    In Episode #205, Mike and Ben talk with Tom about how VMI went from a side project to a decade of profitable independent growth, why distribution experience is undervalued in this industry, and what it actually takes to win in grocery retail. They also dig into VMI's product philosophy, the PEZ collaboration strategy, and the innovations in K-XR, Protolyte, and Pump & Flow that Tom says didn't get nearly enough recognition.

    And yes, Tom teases two canned beverages coming in 2026. Neither is an energy drink. Neither is a protein soda. He won't say more than that. Subscribe so you're ready when the reveal drops.

36. #204: Eric Withee & Marc Bruggemann - Vegan Collagen?! How VC-H1 Can Disrupt Amazon

    February 12, 2026:

    

    What if the biggest opportunity in the collagen market isn't about better animal sources, but eliminating animal sources entirely? In Episode #204, Eric Withee from Freemen Nutra returns to discuss VC-H1, a revolutionary vegan collagen alternative derived from organic hibiscus that delivers actual collagen peptides, not just amino acid mimics. Joining the conversation is Marc Bruggemann, an Amazon e-commerce expert who reveals the massive untapped demand: 400,000+ annual searches for "vegan collagen" with virtually no legitimate products to satisfy consumers.

    Beyond the ingredient science, this episode explores practical marketplace strategy: how brands can position VC-H1 in gummies, stick packs, and RTD formats to capture blue ocean opportunities before competition intensifies. With clinical research, sustainable sourcing from Laos, and price parity with traditional collagen, VC-H1 offers a rare first-mover advantage for forward-thinking brands.

37. #203: Nootropics Depot Against the World, Part 1: The FDA Raid - Paul Eftang & Matt Harrier

    February 6, 2026:

    

    What happens when pharmaceutical-grade testing standards attract federal scrutiny? In Part 1 of our Nootropics Depot series, founder Paul Eftang and Director of Business Development Matt Harrier take us through their Reddit origins calling out supplement fraud, the harrowing 2021 FDA raid with guns drawn, and two years of investigation that revealed uncomfortable truths about regulatory enforcement.

    Paul started as a moderator on the nootropics subreddit after mislabeled products sent people to hospitals. When crowdfunded testing exposed widespread industry fraud, he founded a company proving quality control was possible. But their transparency and testing infrastructure made them a target during synthetic nootropics enforcement -- even as agents complimented their facilities while seizing products.

    This episode shows why civil asset forfeiture incentives, enforcement inconsistencies, and regulatory ambiguity leave consumers more vulnerable than protected. A must-listen.

38. #202: Rich Gaspari on Building Gaspari Nutrition, Surviving Bankruptcy, and the Big Comeback

    January 29, 2026:

    

    Rich Gaspari needs no introduction in bodybuilding and supplements. From childhood dreams inspired by Arnold Schwarzenegger to setting conditioning standards on the Mr. Olympia stage, Rich's journey spans decades of dedication to sport and science.

    In Episode #202 of the PricePlow Podcast, Rich shares his complete entrepreneurial arc, from gym ownership to building one of the industry's most respected brands. He discusses the devastating amino spiking scandal that led to bankruptcy, his principled decision to rebuild, and why Proven Egg became his comeback cornerstone. Throughout the conversation, Rich emphasizes ethics, innovation, and adapting to changing markets while maintaining quality ingredients and efficacious dosing.

39. #201: Nate Frazier & Brooks Thomas: Gym Snack's Savory Seed-Oil-Free Protein Revolution

    January 22, 2026:

    

    Brooks Thomas of Louisville Brands and Nate Frazier return to discuss Gym Snack, a revolutionary savory protein snack addressing a massive gap in the market. With 30 grams of plant-based pea protein per bag and zero seed oils, Gym Snack delivers clean nutrition in three crave-worthy flavors: Jalapeno Cheddar, Cheddar Cheese, and Everything Bagel.

    Brooks and Nate dive deep into their manufacturing excellence, explaining how Louisville Brands' vegan-certified facility and rigorous SQF standards enable rapid innovation while maintaining uncompromising quality. The conversation explores protein market fatigue, the unexpected benefits for GLP-1 users, and the critical importance of authenticity in brand building.

    From their strategic Pantry program rollout to upcoming retail expansion, discover how this Kentucky-based manufacturer is redefining convenient protein with products that taste incredible and deliver on their promises.

40. #200: EPISODE #200!

    January 15, 2026:

    

    Milestone achieved! Episode #200 of the PricePlow Podcast celebrates nearly seven years of supplement industry leadership as Team PricePlow gathers for a special reflection episode. Mike Roberto is joined by team members Ben Kane and Spencer Lynn, along with Cody Fernley making his PricePlow Podcast debut.

    This conversation takes listeners through the podcast's journey from that bold 2018 Arnold Sports Festival hotel lobby recording to becoming the industry's premier platform for ingredient science, business strategy, and innovation. The team discusses memorable episodes with industry legends, the explosive growth of functional beverages through BevLab, breakthrough technologies like precision fermentation and AI-powered ingredient discovery, and honors the memories of Dallas McCarver, John Meadows, and Dr. Hector Lopez whose contributions remain impactful.

41. #199: Brad Meyers - Better Protein for Better-For-You Foods with Glanbia

    January 8, 2026:

    

    In Episode #199, we sit down with Brad Meyers, VP of Functional Proteins and Snacking at Glanbia, to explore the science and strategy behind creating better-for-you functional protein products. Brad shares his fascinating journey into food science and his 20+ years of experience across sweeteners, natural ingredients, and now proteins.

    This conversation dives deep into the food chemistry fundamentals that make or break protein-fortified products, from understanding Maillard browning reactions to solving the infamous protein bar hardness problem. Brad reveals how Glanbia's extensive applications lab capabilities and innovative OvenPro platform are helping brands create high-protein baked goods that actually taste good.

    We also discuss market evolution driven by GLP-1 medications, consumer demands for higher protein and lower sugar, and Brad's creative future product concepts including frozen protein squeeze pouches. If you're formulating functional foods or curious about the science behind your favorite protein bars, this episode is packed with actionable insights.

42. #198: Nora Khaldi - The Nuritas AI-Powered Peptide Discovery Platform

    December 30, 2025:

    

    In Episode #198, Nora Khaldi, founder and CEO of Nuritas, reveals how artificial intelligence is revolutionizing supplement ingredient discovery. With a background in mathematics and computer science, Nora identified a critical industry problem: the inability to create genuinely new ingredients to address evolving health trends. Traditional development takes decades and costs hundreds of millions, making innovation nearly impossible for nutrition companies.

    Nuritas spent eight years building proprietary AI technology that integrates machine learning, proteomics, and molecular biology to identify bioactive peptides in natural sources. The conversation explores the company's entire portfolio, including PeptiStrong for muscle health, PeptiSleep for rest and recovery, PeptiYouth for beauty from within, and PeptiControl for metabolic support. She discusses clinical validation, regulatory challenges, manufacturing processes, and the future of precision peptide nutrition.

43. #197: Helaina's effera® Lactoferrin Growth Story: Laura Katz & Pamela Besada-Lombana

    December 23, 2025:

    

    Join us inside Helaina's Manhattan research facility for Episode #197 with CEO Laura Katz and Pamela Besada-Lombana, Director of Early R&D. After our initial online conversation with Laura in June (Episode #167), we traveled to New York to witness the precision fermentation work transforming effera® lactoferrin from novel ingredient to industry reality.

    Pam reveals the sophisticated yeast engineering process behind effera, explaining how her team designs and optimizes microbial factories to produce human-equivalent lactoferrin more efficiently with each iteration. Laura shares groundbreaking clinical data, including the landmark alloimmunization study proving effera triggers no immune response while bovine lactoferrin does.

    This episode captures the intersection of rigorous science, collaborative culture, and mission-driven innovation as Helaina revolutionizes nutrition through human bioactive proteins. Discover why empathy matters as much as expertise in building the future of precision fermentation.

44. #196: The Science of Vitamin B12: HTBA's MecobalActive Clinical Study Deep Dive

    December 18, 2025:

    

    Vitamin B12 is essential for energy production, nervous system function, and overall metabolic health, but not all B12 forms deliver equal bioavailability or stability. In Episode #196, we welcome back HTBA (HealthTech BioActives) for a deep dive into the science behind their MecobalActive methylcobalamin ingredient and the groundbreaking clinical study that validates its superior absorption compared to standard cyanocobalamin.

    Joining us are Teresa Pellicer, PhD, Pharmacologist and R&D Manager in Biotechnology at HTBA, and Bernardo Gonzaga, Global Division Manager for Functional Health Solutions. This conversation builds on Episode #188, going deeper into molecular mechanisms, clinical evidence, bioavailability data, and manufacturing innovations that make MecobalActive a next-generation B12 solution for supplements, functional foods, and beverages.

45. #195: Pouches, Supplement Social Media, and The Reality of Content Creation

    December 11, 2025:

    

    Two of the supplement industry's rising content creators join the PricePlow Podcast for Episode #195, recorded live from NNB Nutrition's booth at SupplySide Global 2025. Lucas Kaelin and Konlan James (KJ from V1 Nutra) sit down with Ben and Mike for a candid discussion about the realities of building an audience in the supplement space.

    The conversation takes an unexpected turn into the regulatory gray area surrounding supplement pouches before exploring the pressures of being "chronically online" and battling imposter syndrome. This episode is essential listening for anyone interested in the future of supplement content creation and the challenges facing the next generation of industry voices.

46. #194: Katie McCammack - The Beverage Builders at LaCore Nutraceuticals

    December 4, 2025:

    

    Join us for Episode #194 of the PricePlow Podcast as we tour LaCore Nutraceuticals in Van Alstyne, Texas with Manager of R&D Kaitlyn McCammack. Fresh off running the CREATEA Mighty Mango beverage for SupplySide Global 2025, Katie walks us through LaCore's impressive manufacturing capabilities spanning cans, tetras, gel packs, and personalized nutrition.

    From nostalgic 1970s facilities housing massive mixing tanks to cutting-edge delivery systems, we explore what makes LaCore a hidden gem in supplement manufacturing. The conversation covers creatine for cognitive enhancement, startup-friendly production minimums, liposome technology, and why 12-ounce cans are taking over the functional beverage space. Katie shares her personal creatine protocol for her four-year-old daughter and discusses the collaborative innovation driving the industry forward.

47. #193: Test for 400+ Banned Substances with TruShield™ Certified - Lori Bestervelt & Thane Campbell

    November 26, 2025:

    

    The supplement certification landscape is evolving, and Episode #193 brings you to the forefront with Lori Bestervelt and Thane Campbell from TruShield™ Certified. With Lori's 22 years creating industry standards at NSF International (including the foundational NSF 173) and Thane's expertise from SMRTL (one of only two WADA-experienced anti-doping laboratories in the US), they're launching a certification service that tests for over 400 prohibited substances, including drug classes like glucocorticoids and HIF stabilizers that other programs overlook.

    Unlike bundled certification programs requiring brands to repeat testing, TruShield™ Certified focuses exclusively on comprehensive banned substance testing. The conversation explores evolution from prohormones to SARMs to peptides, manufacturing cross-contamination challenges, and why existing certification hasn't kept pace. Early adopters like CON-CRĒT, Vireo, and Redleaf Biologics (whose ReDaxin became the first certified ingredient) demonstrate the value of WADA-level testing for athlete protection.

48. #192: NNB Nutrition's Pure, Potent, Precise Revolution: Shawn Wells & Dustin Elliott

    November 23, 2025:

    

    We're back at SupplySide Global 2025 with Shawn Wells and Dustin Elliott from NNB Nutrition for Episode #192 of the PricePlow Podcast. Since Episode #152, NNB has undergone a dramatic transformation, fully committing to precision fermentation and launching their Pure Potent Precise campaign that's reshaping how the supplement industry thinks about ingredient quality.

    Filmed directly from NNB's stunning new booth, this conversation explores the company's evolution from novel ingredient supplier to industry thought leader. Shawn and Dustin detail their strategic shift toward 99%+ pure compounds, fermentation-based manufacturing, and microdosing strategies that deliver unprecedented efficacy.

    The episode showcases NNB's OnSwitch concept beverage, discusses their Pürest Creatine and Pürest Collagen launches, and tackles controversial questions about commodity creatine quality and microplastic contamination in supplements.

49. #191: Calocurb: Natural GLP-1 Activator with 600% Hormone Increases - Sarah Kennedy & Dr. Edward Walker

    November 19, 2025:

    

    In Episode 191, we explore one of the most scientifically rigorous appetite control stories yet. Sarah Kennedy, CEO of Calocurb, and Dr. Edward Walker, the scientist behind Amarasate®, share how a $20 million New Zealand government grant led to screening 1,000+ plant compounds and ultimately identifying a hop extract that increases GLP-1 and CCK by 600%.

    Dr. Walker takes us through the research journey that began in 2009, including spending two years collecting intestinal biopsies to prove bitter taste receptors exist throughout the gut. The clinical data shows Amarasate® reduces hunger by 30%, cravings by 40%, and caloric intake by 18% within one hour.

    Calocurb launched in 2018, years before Wegovy made GLP-1 mainstream, and is now positioned as a natural alternative, dose-reduction adjunct, and post-cycle therapy to prevent the rebound weight gain that occurs when stopping GLP-1 injectables.

50. #190: ONE Innovation Labs Brings True Liposomal Innovation to Market with Industry Partnerships

    November 12, 2025:

    

    On Episode #190 of the PricePlow Podcast, Mike and Ben host a special round-robin from SupplySide Global 2025 at the ONE Innovation Labs booth. Pedro Perez and Anthony Armas welcome industry partners showcasing how pharmaceutical-grade liposomal technology transforms supplement formulation.

    Katie Emerson and Karen Todd from Kyowa Hakko discuss LiposoMax® Setria® Glutathione. Dan Force from Prinova reveals their creatine distribution partnership. Zain Saiyed from Lonza and Dr. Benjamin Weeks from Adelphi University explain DUOCAP® capsule-within-capsule technology. Nathan McWherter from Sports Research shares their successful Costco launch with Liposomal PureWay-C®.

    This episode demonstrates how genuine innovation creates value throughout the supply chain, from ingredient suppliers to distributors to brands, all collaborating to bring differentiated products to market backed by real science.

51. #189: The Future of Functional Beverages: CREATEA Panel at SupplySide Global 2025

    

    November 7, 2025:

    On Episode #189 of the PricePlow Podcast, we present a special panel from SupplySide Global 2025 featuring the innovators behind CREATEA, the collaborative concept beverage proving what's possible in functional drink formulation.

    Ben moderates this discussion with Steve Fink (PLT Health Solutions), Brent Petersen (Glanbia), Shawn Wells (NNB Nutrition), Katie McCammack (LaCore Nutraceuticals), and Michael Lelah (NutriScience Innovations). The panel explores breakthrough technologies including CreaBev's stable creatine, Zynamite S's cognitive enhancement, SweetVantage's natural sweeteners, and InnovaBean's sustainable caffeine.

    Unlike last year's XPO NRG, CREATEA focuses on commercial viability and natural ingredients, creating a formula that brands could take directly to market. Discover how industry collaboration drives innovation when competition takes a backseat.

52. #188: HTBA's MecobalActive B12 For Foods, Beverage, and Supplements

    November 5, 2025:

    

    Edwin Gonzalez from Health Tech Bio Actives joins the PricePlow Podcast alongside Michael Alfaro from Master Foods Lab to discuss MecobalActive, HTBA's ultra-pure methylcobalamin ingredient that's redefining vitamin B12 supplementation. New clinical research demonstrates just three days of MecobalActive significantly improved physical power output and cognitive reaction time in healthy athletes without B12 deficiency.

    Edwin explores HTBA's nearly 50-year European heritage, their position as the only EU manufacturer of all active B12 forms, and the proprietary green chemistry process yielding exceptional purity and five-year shelf life. Michael reveals the technical challenges of incorporating this performance ingredient into functional foods, showcasing the collaboration driving supplement industry innovation.

53. #187: UK vs US Supplement Standards: Strom Sports & PLT Health Strategize

    October 28, 2025:

    

    Episode #187 brings international perspective to the PricePlow Podcast as Richard Foster (Strom Sports UK) and Dean Harris (Strom Sports US) join Steve Fink at PLT Health Solutions headquarters. This marks the podcast's first deep dive into UK supplement markets and transatlantic formulation differences.

    Richard shares 19 years building Strom from a UK shop into a global brand focused on performance athletes, while Dean discusses bringing hardcore formulations to American consumers. The conversation explores why UK health product standards often exceed US requirements despite America's more permissive stimulant regulations, how branded ingredients like ApresFlex and CellFlo6 deliver superior results versus generic alternatives, and why the supplement industry is entering its golden age of science-backed innovation.

54. #186: Marc Lobliner - Why goBHB Will Be Bigger Than Creatine

    October 22, 2025:

    

    Marc Lobliner returns to the PricePlow Podcast with major news: he's now President of Ketone Labs, and he's making a bold prediction—goBHB will become bigger than creatine.

    Marc discusses real-world applications he's implementing, including concussion protocols for his own kids in high-contact sports. He explains the critical differences between D-BHB and L-BHB isomers, why healthier individuals experience more pronounced effects, and how goBHB is being formulated into everything from evening pre-workouts to sleep aids to energy drinks.

    The conversation covers product development timelines, legal challenges in the supplement industry, and Marc's vision for making goBHB as ubiquitous as creatine. With his trademark humor and unfiltered honesty, Marc makes the case that this is truly a transformative ingredient for the entire industry.

55. #185: Making Better For You Snacks Better with Glanbia: Jonathan Baner & James Stone

    October 15, 2025:

    

    On Episode #185, Mike and Ben welcome Jonathan Baner (Senior R&D Director) and James Stone (VP of Global Marketing & Insights) from Glanbia to explore the science behind better-for-you snacking. Discover how twin screw extrusion technology transforms fine protein powders into crispy snacks with 65-85% protein content while maintaining the textures consumers love.

    The conversation covers the mechanics of protein extrusion, the challenges of plant versus dairy proteins, consumer snacking behavior profiles, and market dynamics including whey protein isolate supply constraints. Learn how GLP-1 adoption is driving protein demand, why protein cereal is eaten as snacks 70% of the time, and how the industry is navigating clean label formulations and the seed oil debate. Essential listening for anyone in functional foods and sports nutrition.

56. #184: NutriScience's Ed Dosz on ButyraGen: Bypassing Microbiome Limits for Digestive Support

    October 8, 2025:

    

    Ed Dosz from NutriScience Innovations returns to discuss ButyraGen, a revolutionary ingredient that generates butyrate directly in the small intestine through enzymatic breakdown of tributyrin. Unlike traditional prebiotics that depend on gut bacteria to ferment fiber into butyrate, ButyraGen works independently of microbiome status, delivering consistent benefits regardless of age, diet, or digestive health.

    Ed walks through two published clinical studies demonstrating ButyraGen's effectiveness in reducing belly pain and improving digestive quality of life, with particularly strong benefits for women and postmenopausal individuals. The conversation explores butyrate's critical role as the primary fuel for colon cells, its influence on the gut-brain axis, and exciting applications in metabolic health and GLP-1 support. Discover why direct butyrate generation represents the next evolution in digestive wellness.

57. #183: MuscleTech's Quality Control Excellence and Innovation Pipeline with Raza Bashir

    October 2, 2025:

    

    On Episode #183, Raza Bashir, Chief Innovation Officer at MuscleTech, provides unprecedented transparency into the quality control systems that ensure product excellence across 140 countries and 28+ contract manufacturers. Broadcasting from MuscleTech's laboratory facility, Raza reveals rigorous third-party testing protocols, manufacturer qualification processes, and the end-to-end oversight that recently earned Consumer Reports validation for mass gainer quality.

    The conversation shifts to breakthrough innovation, with exclusive previews of the EFF'N Series effervescent technology launching at GNC, advanced Peptide Series formulations combining dileucine with HMB, and the Stacked Pre-Workout featuring citrulline hydrochloride. After nearly 20 years at MuscleTech, Raza has never been more excited about the innovation pipeline ahead.

58. #182: Brew Shockalaka - The Zero Sugar Nootropic Coffee Revolution by Max Fairchild and Chuck Letchman

    September 24, 2025:

    

    Industry veteran Max Fairchild returns to the PricePlow Podcast alongside business partner Chuck Letchman and marketing strategist Daniel Pierce to introduce Brew Shockalaka, a revolutionary zero-sugar coffee beverage that's redefining functional drinks. This isn't typical RTD coffee - it combines dessert-inspired flavors with a 1000mg nootropic matrix including natural caffeine from Colombian beans, L-theanine, L-tyrosine, added coffee berry extract, and plenty of potassium beyond that.

    The conversation explores the challenges of retort manufacturing, strategic retail expansion from fitness channels to convenience stores, and building authentic brand personality in competitive markets. From Max's formulation expertise to Chuck's distribution legacy to Dan's cutting-edge TikTok strategies, this episode reveals how industry relationships and innovative thinking create genuinely disruptive products that solve real consumer problems.

59. #181: Ryan and Jeff Gardner: The Bucked Up Billion-or-Bust Supplement Journey

    September 18, 2025:

    

    Twin brothers Ryan and Jeff Gardner built Bucked Up into a billion-dollar supplement empire through authentic brand building, innovative marketing, and a pre-workout supplement for everyone under the sun. In this episode recorded at their Salt Lake City headquarters, the Bucked Up co-founders share their incredible journey from early internet marketing pioneers to dominating retail with the #1 pre-workout at GNC and Vitamin Shoppe.

    Their story includes the deer antler spray windfall thanks to Ray Lewis, pioneering micro-influencer marketing, and their latest innovation - the Black Ant pre-workout featuring industry-first ingredients we helped formulate. From helicopter rides over Utah mountains to revolutionary protein drinks with light carbonation, this conversation reveals the strategic thinking and authentic approach that built one of the supplement industry's most successful brands.

60. #180: Dan DeMarino & Anthony Clark: Inside Helaina's Precision Fermentation Revolution with effera™

    September 8, 2025:

    

    On Episode #180, Mike and Ben venture into Helaina's Manhattan facility to explore the science behind effera™ human-equivalent lactoferrin with Dan DeMarino and Anthony Clark. This conversation reveals how precision fermentation technology has revolutionized bioactive protein development, compressing traditional 15-week cycles down to just 5 weeks.

    Anthony shares insights into creating human-identical proteins through sophisticated genetic engineering, while Dan discusses commercial applications spanning women's health, gut health, and athletic performance. The clinical evidence is compelling: effera™ shows no immunogenic response in humans, while bovine lactoferrin triggers antibody development.

    From iron regulation mechanisms to gut health formulations, this episode showcases why human-identical proteins represent the future of nutritional supplementation. This is a follow-up to Episode #167, with more to come from the visit!

61. #179: Tyrus Sciarra of Sensapure Flavors on Innovation, Sucralose vs. Natural Sweeteners, and Industry Trends

    August 29, 2025:

    

    On Episode #179, recorded live from the Sensapure Flavors booth at IFT First 2025, Mike and Ben sit down with the energetic Tyrus Sciarra to explore the evolving world of flavor science and industry trends. From the natural vs. artificial flavor debate to international taste preferences and sweetener technologies, this conversation reveals how Sensapure differentiates through superior customer service and deep sports nutrition expertise.

    Tyrus shares his passionate career journey and insights into why flavor development isn't just about taste... it's about building successful brands that drive consumer loyalty and market success.

62. #178: Inside Veritacor Supplement Manufacturing: GMP Excellence, NSF Certification, and the Future of Production

    August 22, 2025:

    

    Episode #178 takes listeners inside Veritacor Manufacturing in Luling, Texas, for an exclusive facility tour with founders Frank Santos and Derek Curtiss. This rare behind-the-scenes look reveals the meticulous processes, quality control systems, and attention to detail required to operate an NSF-certified, GMP-compliant supplement manufacturing facility.

    From vendor qualification and raw material testing to the technical nuances of powder blending, Frank and Derek share insights gained from building their operation from a single encapsulator to a 32,500 square foot facility with plans to reach 200,000 square feet. Whether you're a brand owner seeking a manufacturing partner or simply interested in how supplements are made at the highest quality levels, this episode delivers unprecedented transparency into modern nutraceutical manufacturing.

63. #177: GNC Global Conference Finale: Franchisees, Innovation & Community

    August 15, 2025:

    

    In the grand finale of our GNC Global Conference coverage, we host a three-part episode capturing the full supplement retail ecosystem. From seasoned franchisees with decades of frontline experience to cutting-edge innovation from MuscleTech, this conversation showcases authentic industry relationships and genuine innovation.

    Part 1 features veteran franchisees Eric Miller (33 years), Benny Farzad (14 years), and Laura Dalton (23 years) sharing insights on brand success factors and social media's impact on consumer education. Part 2 shifts to Florida franchisee Mona Bailey and Nutralabz Chief Revenue Officer Ben Benedict discussing GR8 Lifestyle products and regional market dynamics.

    Part 3 concludes with MuscleTech's Raza Bashir demonstrating revolutionary EFF'N Creatine effervescent technology and previewing upcoming innovations. Special thanks to Nutralabz for hosting us and facilitating these incredible conversations that exemplify the community-over-competition spirit driving the industry forward.

64. #176: The Gremin Breakthrough: Zeus Hygia's Arun Kanth and Green Regimen's Tyshawn Bryant on Sports Nutrition Innovation

    August 6, 2025:

    

    Episode #176 features a compelling two-part conversation about Gremin, the breakthrough dual polyphenolic ingredient from Zeus Hygia that's revolutionizing sports nutrition recovery. Dr. Arun Kanth shares the science behind combining curcumin and green coffee extract using proprietary BioFusion Technology, while clinical studies show 60% pain reduction and 21.5% endurance improvements.

    Then Tyshawn Bryant of Green Regimen shares his personal testing experience with Gremin, including unexpected benefits for chronic joint inflammation and enhanced training capacity. This episode reveals how rigorous science meets real-world validation, showcasing Zeus Hygia's innovative approach to solving curcumin's bioavailability challenges while creating genuinely effective plant-based performance ingredients.

65. #175: Protein "Out of Thin Air" with Solar Foods Solein® - Juan Benítez-García & Sini Möttönen

    July 31, 2025:

    

    On Episode #175, we explore the most revolutionary protein innovation since whey isolate with Solar Foods' Juan Benítez-García and Sini Möttönen at IFT First 2025. Their Solein® protein is literally made "out of thin air" using ancient Finnish microbes and renewable electricity, achieving 80% protein content with complete amino acids including 20% BCAAs.

    This isn't precision fermentation or another plant protein - it's biomass fermentation that bypasses agriculture entirely, producing protein in 72 hours regardless of weather or seasons. From NASA space missions to ice cream applications, discover how this golden-colored powder is reshaping sustainable nutrition while delivering whey-level amino acid profiles in a naturally iron and B12-rich ingredient.

66. #174: Glanbia Strength Platform: CreaBev®, OptiATP™, and the Future of Beverage Innovation

    July 24, 2025:

    

    Explore the revolutionary Strength Platform from Glanbia with Rachel Schreck (Product Strategic Manager) and Brent Petersen (VP of Research). This powerhouse team reveals how their advanced encapsulation technologies are solving decades-old stability challenges in functional beverages.

    The conversation dives deep into four groundbreaking ingredients: CreaBev® (the first truly beverage-stable creatine), OptiATP™ (encapsulated ATP for energy drinks), Collameta™ (highly bioavailable marine collagen tripeptides), and TruCal® (balanced bone health minerals). From technical breakthroughs to real-world applications like FitAid RX, this episode showcases how ingredient innovation is transforming the beverage industry.

    Beyond the science, we explore how transparent partnerships with brands like Basic Supplements and GR8 Lifestyle are driving market adoption of these revolutionary ingredients.

67. #173: Creapure: The World's Most Trusted Creatine – Mirko Holzmüller & Stefan Schweyer

    July 11, 2025:

    

    In Episode #173, Mirko Holzmüller and Stefan Schweyer from Creapure join us to explore the science behind Germany's premium creatine monohydrate standard. This conversation covers everything from AlzChem's unique coal-and-lime manufacturing process that delivers 99.99% purity to the expanding research showing creatine's benefits for women's health, healthy aging, and post-viral recovery.

    The discussion reveals why leading brands like Nutristat choose Creapure exclusively, debunks common myths about loading phases, and explores emerging applications beyond traditional sports performance. Whether you're a supplement professional or curious about creatine's growing popularity, this episode provides unprecedented access to the manufacturing expertise and scientific leadership behind the world's most trusted creatine brand.

68. #172: Selling Supplements in Latin America – Eric Morato of SND Distributors

    July 8, 2025:

    

    Episode #172 explores the fascinating world of Latin American supplement distribution with Eric Marato of Sports Nutrition Distributors (SND) and Jack Sehgal of Nutralabz. This conversation, recorded at the 2025 GNC Global Conference, reveals the complex regulatory landscape, cultural preferences, and business dynamics that define success in Latin America's 32-country market.

    Eric shares his 15+ years of experience helping American supplement brands navigate everything from ingredient registration to WhatsApp-based commerce, while Jack provides insights into how Basic Supplements successfully expanded into 17 Latin American countries through strategic partnership. The discussion covers regulatory challenges, flavor localization, price sensitivity, and the importance of long-term relationship building in international markets.

69. #171: Arjuna Naturals and The Shoden Revolution: Making Ashwagandha 10X More Effective

    June 30, 2025:

    

    Team PricePlow visits Arjuna Natural's Dallas headquarters for an in-depth exploration of botanical innovation and scientific excellence. Joined by VP of Brand Innovation Nipen Lavingia, Head of Sales Bennito Russo, and VP Keely Johnson, this conversation reveals why Arjuna Natural leads in standardized botanical extracts.

    The discussion spans from fundamental botanical standardization challenges to cutting-edge withanolide glycoside science behind their Shoden ashwagandha. With over 95 clinical studies on BCM-95 turmeric and multiple international trials on Shoden, the team demonstrates how rigorous science transforms traditional botanicals into precise, effective ingredients.

    They also preview exciting developments including women's health research and their upcoming OkraVive ingredient for mitochondrial support.

70. #170: Michael Costello - GNC's Creatine-Using CEO is ONE OF US!

    June 16, 2025:

    

    On Episode #170, GNC CEO Michael Costello reveals why he's truly "one of us" - from buying creatine as a volleyball player in the '90s to leading the iconic retailer's consumer-focused transformation. His journey from chemical engineer at Clorox to supplement industry CEO demonstrates authentic leadership rooted in genuine passion.

    Michael's turnaround strategy focuses on returning GNC to its educational roots while healing corporate-franchise relationships and positioning the company strategically around trends like GLP-1 medications. This conversation, part of our four-part series from the GNC Global Conference, showcases how personal experience and scientific rigor can drive meaningful industry change.

71. #169: Jack Sehgal & Ben Benedict: Nutralabz Launches a GR8 Partnership with GNC

    June 12, 2025:

    

    In Episode #169, Mike and Ben sit down with industry veterans Jack Sehgal and Ben Benedict at the 2025 GNC Global Conference to explore the remarkable journey behind Nutralabz and its two breakthrough brands: Basic Supplements and GR8 Lifestyle. This conversation reveals the strategic thinking, authentic partnerships, and "daily driver" philosophy that have rapidly transformed these concepts into successful retail brands.

    Jack, CEO of Nutralabz and the manufacturing powerhouse behind both brands (Nutrablend Foods), shares his evolution from behind-the-scenes manufacturer to brand storyteller, while Ben Benedict brings his extensive GNC franchise background as the newly appointed Chief Revenue Officer. Together, they've created what they call a "brand house" - a strategic approach to developing multiple brands that serve different consumer needs without competing against each other.

    The discussion dives into PricePlow's "daily driver" concept that sparked Basic Supplements, the premium lifestyle positioning of GR8, and the unique eight-ingredient formula constraint that has become central to their product development philosophy. From authentic industry friendships to the community-over-competition mentality reshaping industry relationships, this episode offers rare insights into modern supplement brand building and strategic partnerships.

72. #168: TJ Dillashaw - From Fighter to Founder of Wild Society Nutrition

    June 4, 2025:

    

    In this episode, 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 to create a brand focused on clean, effective products for athletes and health-conscious consumers alike.

    TJ shares his evolution from someone who "didn't really care" about supplementation early in his career to becoming deeply knowledgeable about nutrition and natural ingredient quality. His frustrations with taking products he wouldn't personally use, despite being sponsored by major brands, ultimately drove him to create Wild Society with a focus on natural ingredients and Informed Sport certification. The discussion reveals a fighter's mentality applied to business, emphasizing transparency, quality over margins, and building products that can "outlive" their founder.

73. #167: Laura Katz: Helaina Revolutionizes Nutrition with Human Identical Lactoferrin

    May 29, 2025:

    

    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 proteins identical to those found in human milk.

    Laura, a food scientist by training, shares the unexpected inspiration behind Helaina - a podcast about people purchasing breast milk from strangers on the internet. This revelation led her to recognize that bodybuilders, athletes, cancer patients, and parents were all seeking the same thing: access to the bioactive proteins found exclusively in human milk. Six years later, Helaina has launched effera™, the world's first commercially available human-identical lactoferrin ingredient produced through yeast fermentation.

    The discussion includes clinical data showing superior bioavailability and reduced immunogenicity compared to bovine lactoferrin, while Mike shares his personal experience using lactoferrin to manage his stratospherically high ferritin levels.

74. #166: Ed Dosz on NutriScience's MalTor: Taurine & Malic Acid Combined for Recovery

    May 21, 2025:

    

    In this episode of the PricePlow Podcast, Mike and Ben welcome Ed Dosz, VP of Science Innovation at NutriScience Innovations, to discuss MalTor – a patent-pending complex that combines taurine and L-malic acid for enhanced recovery and mitochondrial support. With his PhD in food science and extensive background at Now Foods, Ed shares the scientific journey from the viral 2023 taurine longevity study to the development of this synergistic ingredient that significantly outperforms either compound alone.

    The conversation explores MalTor's impressive clinical research conducted by Dr. Jose Antonio, showing improved pain threshold and faster recovery from exercise-induced muscle damage. Ed details the rigorous process from preclinical nematode studies to human trials, while explaining the complex biochemistry behind how this 2:1 taurine-malic acid ratio enhances mitochondrial function, reduces oxidative stress, and supports calcium homeostasis. The episode also features practical applications in pre-workout, recovery, and healthy aging formulations, along with a fascinating tangent into Ed's expertise on sulforaphane and optimal broccoli preparation techniques.

75. #165: OmniActive's Botanical Innovations: Cody Flynn Introduces enXtra

    April 30, 2025:

    

    In this episode of the PricePlow Podcast, Mike and Ben welcome Cody Flynn of OmniActive Health Technologies to explore the company's botanical ingredient innovations. Recorded at Expo West 2025, Cody shares fascinating insights into OmniActive's vertically integrated approach - from their 14-acre seed research facility in India to their sustainable steam-powered manufacturing plants where they partner with 10,000+ local farmers.

    The conversation focuses on enXtra (alpinia galanga), examining its dopamine-pathway mechanism and applications as both a caffeine companion and standalone focus enhancer. Cody also discusses OmniActive's expansion from solid dose formats into beverages and powders, their Sleep Root valerian extract innovation, and previews upcoming women's health ingredients. This episode offers a compelling look into botanical standardization and sustainable ingredient development from farm to finished product.

76. #164: Industry Trends & Regulatory Challenges at SupplySide Connect NJ 2025

    April 16, 2025:

    

    Recorded live at SupplySide Connect New Jersey 2025, Ben hosted Cassie Smith (Senior Editorial Content Director) and Josh Long (Associate Editorial Director) from SupplySide for an insightful discussion on the supplement industry's most pressing challenges. The panel explores the widespread uncertainty surrounding new tariffs on Chinese ingredients, FDA oversight concerns amid leadership changes, and the ethical questions of GLP-1-related marketing claims.

    They debate the practical implications of regulatory proposals like Mandatory Product Listing, critique the minimal fortification trend in functional foods, and emphasize the need for industry unity over divisive messaging. Throughout this conversation, the experts provide valuable context on navigating both immediate disruptions and long-term industry opportunities.

77. #163: Katie Emerson & Tony Miano: Setria Glutathione & Cognizin Research Updates

    April 9, 2025:

    

    Katie Emerson returns to the PricePlow Podcast alongside first-time guest Tony Miano of Kyowa Hakko, recorded live at Expo West 2025. After a year and a half hiatus, Katie shares her exciting new role leading multiple research initiatives at Kyowa, including three upcoming Cognizin® studies and renewed research on Setria® Glutathione.

    The conversation explores how Katie has uncovered new structure-function claims by thoroughly reviewing existing research while designing new studies to expand their ingredients' applications. The team dives deep into the science behind "Setria for Sport," examining how this glutathione ingredient enhances nitric oxide production when combined with citrulline, potentially allowing formulators to achieve better pumps with lower doses. Tony and Katie also discuss upcoming research into mood effects, motor function improvements, and recovery benefits that could significantly expand how these ingredients are used in future formulations.

78. #162: Olympic Level Supplement Testing: Andy Holmes Explains LGC's Informed Sport

    March 18, 2025:

    

    In this episode of the PricePlow Podcast, we're joined by Andy Holmes, Business Development Manager for LGC Science's Informed family of certification programs. This fascinating conversation explores the world of dietary supplement testing and certification, where Andy explains the rigorous standards that make Informed Sport, Informed Choice, and Informed Protein the global leaders in supplement certification. From testing every batch for over 280 banned substances at parts-per-billion levels to auditing manufacturing facilities for cross-contamination risks, we learn how approximately 1 in 10 non-certified supplements may contain prohibited substances that could lead to failed drug tests or health concerns.

    Throughout the discussion, Andy shares insights on how Informed's certifications not only protect athletes from inadvertent doping but also provide brands with valuable market differentiation and consumer trust. Beyond the science, Andy reveals his unique background as a former competitive judo athlete who trained at the Olympic Training Center, his experience working with military special forces, and his life operating a family cattle ranch. This wide-ranging conversation offers valuable perspectives for supplement brands, athletes, and any consumer concerned about supplement quality and safety.

79. #161: Revolutionizing RTD Protein Beverages with Arla Foods Ingredients BLG-100

    January 15, 2024:

    

    Sebastian Poulsen from Arla Foods Ingredients joins us to showcase the future of ready-to-drink protein beverages. An application scientist with a unique background in medicinal chemistry, Sebastian guides us through an extensive sampling of innovative protein drink concepts all powered by beta-lactoglobulin (BLG). From sparkling protein sodas to concentrated medical nutrition formulations, each sample demonstrates how this specialized protein fraction is revolutionizing beverage development through unprecedented protein concentrations and superior taste.

    Building upon our previous discussions about protein innovation with Arla Foods Ingredients, this hands-on episode dives deep into the practical science behind protein beverage formulation. Sebastian explains the critical roles of protein chemistry and pH control while showcasing remarkable achievements - including a 21-gram protein shot delivering over 3 grams of leucine in just 3 fluid ounces. Through comparative tastings, we experience firsthand how BLG enables crystal-clear beverages without the astringency typically associated with protein drinks. The conversation explores applications ranging from sports nutrition to medical needs, revealing BLG's potential to transform multiple beverage categories.

80. #160: Jack Sehgal & Chuck Zhang: Nutrablend Foods + Selling Supplements in China

    December 18, 2024:

    

    On Episode #160 of the PricePlow Podcast, Mike and Ben continue their series from their Basic Supplements' trip, CEO of Nutrablend Foods, and Chuck Zhang to explore the intricacies of supplement manufacturing and international markets. Following their previous discussion with Basic Supplements in Episode #156, this conversation takes us behind the scenes with Basic's trusted manufacturing partner.

    The episode reveals how Nutrablend Foods revolutionized their business model by focusing on fewer, higher-quality partnerships, while maintaining rock-solid supply chains for large-scale powder manufacturing. Additionally, Chuck Zhang provides fascinating insights into the unique characteristics of the Chinese supplement market, offering valuable perspectives for brands considering international expansion. From manufacturing excellence to global market dynamics, this episode delivers crucial insights for industry professionals and supplement enthusiasts alike.

81. #159: MuscleTech EuphoriQ V2: Beta Testing with Dan Grasso & The PricePlow Discord

    December 11, 2024:

    

    Ben, Mike, and a panel of beta-testers from the PricePlow Discord sit down with Dan Grasso from MuscleTech to dive into the evolution of the fan-favorite pre-workout, EuphoriQ.

    Known for its balanced energy and smooth focus thanks to paraxanthine, EuphoriQ V2 takes things to the next level with increased citrulline (6g), added nitrates, doubled tyrosine (1.5g), and a touch of yohimbine (from yohimbe extract). Dan takes us through the journey from V1 to V2, while our beta testers provide their feedback on the improved formula, which maintains the original's smooth energy while adding better pumps and focus effects.

    This is a first of its kind episode on the podcast, involving our crew of beta testers.

82. 158: Jonathan Scheiman: Fitbiomics Decodes Elite Athlete Microbiomes Into VNella

    December 4, 2024:

    

    Jonathan Scheiman, co-founder and CEO of FitBiomics, joins us to discuss VNella, a revolutionary probiotic strain discovered in ultra-endurance athletes. The conversation explores how FitBiomics identified this unique bacteria that metabolizes lactic acid to enhance performance and combat fatigue, bringing next-generation biotechnology to everyday athletes and health enthusiasts.

    The discussion dives deep into VNella's development, from analyzing elite athletes' microbiomes at Harvard to conducting clinical trials that demonstrate significant improvements in endurance and energy levels. Jonathan shares FitBiomics' innovative approach of compensating athletes with company equity, their vision for expanding beyond endurance-focused probiotics, and practical insights on optimizing VNella's benefits. This episode showcases how cutting-edge microbiome research is transforming human performance and wellness.

83. #157: Kyle Thomas: Nurabolt's Chief Commercial Officer Talks C4 x Hershey Partnership

    November 25, 2024:

    

    Kyle Thomas, Chief Commercial Officer of Nutrabolt, joins the PricePlow Podcast to discuss the company's groundbreaking partnership with The Hershey Company. Coming from the Coca-Cola system in 2021, Kyle explains how this collaboration brings iconic flavors like Reese's, Bubble Yum, and Jolly Rancher to C4's product line.

    The conversation covers the evolution of C4's demographics, their master branding strategy, and how the company maintains product authenticity while expanding into new categories. This episode provides unique insights into how two major brands can successfully collaborate while staying true to their core identities.

84. #156: Introducing BASIC Supplements with Marc Curcio & Laura Valley

    November 19, 2024:

    

    From Buffalo, New York at Nutrablend Foods, Mike and Ben sit down with Marc Curcio and Laura Valley to discuss their new venture - BASIC Supplements. With over two decades of combined industry experience, Marc and Laura explain their mission to provide high-quality, simplified nutritional products at affordable prices.

    The conversation covers their partnership with Glanbia, innovative flavor offerings, retail strategy with GNC, and commitment to transparency. BASIC Supplements aims to challenge industry norms by focusing on core ingredients that deliver results without unnecessary complexity, making supplementation accessible to everyone through their "affordable excellence" approach.

85. #155: Live From Kyowa Hakko at SSW 2024: Lou Ferrer and Darin Decker on Beverage Innovation

    November 14, 2024:

    

    Live from the Kyowa Hakko USA booth at Supply Side West 2024 in Las Vegas, the guys 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 ones responsible for canning the wonderful XPO NRG drinks that were on display at the expo. Darin joined us just before Applied Nutrition's AN Performance launch at The Vitamin Shoppe.

    The conversation highlights the shift in consumer preferences towards products with research-backed benefits, including ingredients such as Cognizin citicoline.

86. #154: SupplySide West is Now SupplySide Global: Sandy Almendarez of Informa Markets

    November 6, 2024:

    

    Sandy Almendarez, the Vice President of Content at Informa Markets, took time out of her busy SupplySide West 2024 schedule to talk to us about their recent rebranding announcement, which renamed SupplySide West to SupplySide Global, SupplySide East to SupplySide Connect New Jersey, and Natural Products Insider to SupplySide Supplement Journal.

    SupplySide West (SupplySide Global from now on) is one of the biggest events for the industry each year, and the group discussion covers Informa's reinvention and rebranding. 2024's event was a massive success, and Sandy gives us the full scoop on what made this year even better than every year before -- and she also explains why it was held on Halloween.

87. #153: Danielle Citrolo: Cognizin Citicoline GENE Research

    

    October 16, 2024:

    Danielle Citrolo, Vice President of Scientific and Regulatory Affairs at Kyowa Hakko USA, joins us for a quick online episode and presentation to discuss exciting new research on Cognizin Citicoline.

    Cognizin, an industry-leading nootropic ingredient known for its benefits in brain health, has long been praised for its ability to support focus, memory, and attention. Here, Danielle dives deep into the latest findings, highlighting the cutting-edge science behind how Cognizin impacts gene expression at the cellular level, offering fresh insights into how it supports cognitive function.

88. #152: Shawn Wells and Dustin Elliott - NNB Nutrition's Expansion Into GLP-1, MPS, and Collaborative Energy

    October 9, 2024:

    

    Shawn Wells and Dustin Elliott of NNB Nutrition join the PricePlow Podcast for Episode #152 to discuss innovative ingredients that capture ongoing trends like GLP-1 and MPS.

    The episode dives deep into NNB's latest innovations, such as the highly anticipated dileucine (DL-185) peptide ingredient, which is poised to make a significant impact in the world of muscle protein synthesis. The conversation also covers the potential of dihydroberberine (GlucoVantage) as a powerful GLP-1 agonist, providing an accessible alternative to popular pharmaceuticals for blood sugar control and appetite suppression.

    We also get into Dustin's trip to China, NNB's participation in XPO NRG with MitoPrime, and Shawn's psychedelic experiences and his post-trip supplement stack.

89. #151: Bill Russell - Magnum Nuturaceuticals Goes Global

    October 2, 2024:

    

    Bill Russell, CEO of Magnum Nutraceuticals, joins the PricePlow Podcast to discuss his journey from being a customer of the brand to its leader. Bill dives into the strategic changes he made after acquiring the company, focusing on improving logistics, expanding distribution, and maintaining Magnum's commitment to high-quality, science-backed supplements.

    Bill also highlights the challenges of scaling a premium brand globally and shares insights into the future of Magnum, including plans for new product launches and international expansion. This episode offers a behind-the-scenes look at what it takes to succeed in the competitive supplement industry while staying true to a brand's core values.

90. #150: Dr. Garrett Smith: The Vitamin A Toxicity Epidemic

    September 25, 2024:

    

    Is there a vitamin A toxicity epidemic?! Dr. Garrett Smith joins Episode #150 and dives into the dangers and symptoms of Vitamin A toxicity -- and how to detox it for better overall health. We also get into the dangers of calcification and joint pain from vitamin D3 supplements, making for a very informative and potentially controversial episode.

    This is something very near and dear to Mike's heart, as he's been off of vitamin D3 and on a low vitamin A diet for over 20 months, yet still has high levels of retinol in his blood -- if nothing else, we've got years of this fat soluble molecule class built up, and it's indisputably toxic in excess. But learn how much more toxic its precursors and metabolites are in research. Wild episode here, perfect for #150.

91. #149: Scott Zimmerman and Derek Greer: Flavoring the Future at Sensapure Flavors

    September 18, 2024:

    

    In this special episode, Mike and Ben take you on a journey to Salt Lake City, where they visited the cutting-edge facilities of Sensapure Flavors. They sit down with Scott Zimmerman, a seasoned flavor chemist with nearly 40 years of experience, and Derek Greer, an expert in food technology who leads Sensapure's application labs.

    Here, we learn about the art and science behind flavor formulation, especially within dietary supplements and functional foods. The crew dives deep into how flavors are crafted to work around challenging base ingredients, the complexities of masking bitterness, and the innovative processes involved in creating both traditional and "fantasy" flavors. Whether it's the technicalities of reverse-engineering popular tastes, the importance of acids and sweeteners, or the future trends in flavoring, this episode is packed with insights that will change the way you think about the flavors you enjoy every day.

92. #148: Elias Chiatalas: aXivite Burns Fat and Boosts Performance

    September 11, 2024:

    

    Elias Chiatalas, CEO of SEE Nutrition, comes on to discuss aXivite, a supplement ingredient known for fat loss and sports performance benefits.

    aXivite is a dietary supplement ingredient consisting of phenylcapsaicin, which is manufactured by a company named Axichem. Phenylcapsaicin has many purposes, but SEE Nutrition sells it into the North American dietary supplement market as aXivite.

    In this podcast, we learn of some of the many uses of aXivite, which goes beyond weight loss: the ingredient also has incredible performance and gut health potential. We also get into some cool diet tips.

93. #147: Eric Withee: Better Stool, Better Life with with Digexin by NXT USA and Freemen Nutra

    September 4, 2024:

    

    Eric Withee of Freemen Nutra joins PricePlow for Episode 147 to explore the first dietary supplement ingredient that works on the gut-brain axis: Digexin. The data is unlike anything we've ever seen, so we get into the nuts and bolts of what's going on inside.

    Digexin is a blend of ashwagandha and okra extracts, shown to support the gut-brain axis with two randomized controlled trials demonstrating extraordinarily signficant benefits for individuals with constipation, abdominal pain, diarrhea, indigestion, reflux, and more.

    We also talk about Freemen Nutra, and how they're getting into more branded ingredients, including a few others we're excited to dig into on PricePlow.

94. #146: PLT Health's Cognitive Ingredients: Enhance Focus, Mood, & Brain Health

    August 28, 2024:

    

    On Episode #146, Mike and Ben welcome Steve Fink, Vice President of Marketing, and Dr. Jeremy Appleton, Director of Medical and Scientific Affairs, from PLT Health Solutions, a company specializing in natural, botanical ingredients.

    We dive deep into the science behind some of the most innovative cognitive-supporting ingredients on the market today. Steve and Jeremy explain how these cutting-edge compounds are transforming the way we approach brain health. From improving focus and mental clarity to enhancing mood and reducing stress, PLT's cognitive platform offers something for everyone looking to optimize their mental performance.

    We get into ingredients such as Zynamite, Zembrin, and the new Vanizem, which we're extraordinarily excited about. This is an episode you'll almost definitely come out of wanting to try more of these botanicals!

95. #145: Protein Bar Science and Ingredients with Arla Foods Ingredients

    August 21, 2024:

    

    Christian Jonassen and Preston Losee of Arla Foods Ingredients join PricePlow Podcast for Episode #145 to discuss the science of protein bars, high-protein snacks, and the products from Arla Foods Ingredients to make them work best — for the long haul.

    We've tasted the difference between protein snacks with Arla's proteins, and those without. It's not even really a fair comparison, especially after a 4+ months or so.

    This is an informative podcast, and we get to learn a lot about the science -- and trial-and-error art -- that goes into protein snacks. Beyond protein powders, we also learn about the carbohydrate source options as well!

96. #144: Dom Kuza: Formulating by Blood Work at Revive & Raw Nutrition

    August 7, 2024:

    

    Mike and Ben welcome Dominic Kuza of Raw Nutrition and Revive MD, who comes on to explain some of the new formulas he's been working on at the two companies since starting earlier this year.

    Dom was invited to explain his new formulation, the forthcoming Revive MD Sleep supplement, but as we dive deeper, he continues to greatly impress in this episode.

    It got even better, as he explained his philosophy in using blood work to support his formulation efforts -- using ingredients that actually move the needle when monitoring biomarkers for Revive MD Health's customers and Revive/Raw's ambassadors and sponsored athletes. Very educational podcast that should give you a ton of faith and trust in the supplements from these two brands.

97. #143: Dan Lourenço #6: Ghost Legend V4 and the Ghost 100 Year Plan

    July 17, 2024:

    

    Dan Lourenço returns to the PricePlow Podcast for the sixth time to discuss the Legend V4 launch, the first half of 2024, and the Ghost 100 Year Plan in Episode 143.

    Dan gets into several topics here, including the crazy decision-making behind the massive Legend V4 tubs, which aren't poised to net much profit since they're better-dosed than V3, have the same number of servings, and a far bigger tub... yet a lower price.

    Beyond that, we have rapid-fire questions about products like Clear Whey Isolate, Ghost Sleep, finally getting a strawberry flavored Whey, OG Ghost Energy, and some bigger picture discussions including the Ghost 100 Year Plan. This is a must-listen, as is everything Dan gets into!

98. #142: Chad Kerksick: Researching Dileucine, Dihydroberberine, & GLP-1 (Part 2 of 2)

    July 10, 2024:

    

    Mike and Ben continue the conversation with Chad Kerksick, diving deeper into the specifics of study design and a few innovative ingredients that he's researched, namely NNB Nutrition's RAMPS Dileucine (DL185) and GlucoVantage Dihydroberberine.

    Chad kicks off the discussion by recounting his initial experiences with study design. He emphasizes the need for careful consideration to avoid common pitfalls and ensure the validity of the findings.

    The conversation then transitions to specific ingredients, with a spotlight on NNB Nutrition's RAMPS Dileucine (DL185) and GlucoVantage Dihydroberberine. Chad shares his experiences with these compounds, discussing their potential benefits and the nuances of incorporating them into research studies. He provides valuable insights into the challenges and opportunities of working with novel ingredients, offering practical advice for both researchers and industry professionals.

99. #141: Chad Kerksick: Elite Performance Research & ISSN 2024 Recap (Part 1 of 2)

    July 3, 2024:

    

    In Episode 141, we welcome Chad Kerksick, President of the International Society of Sports Nutrition (ISSN), to discuss his journey in exercise science and nutrition research. As a university professor and director of the Exercise and Performance Nutrition Laboratory at Lindenwood University, Chad has tons of experience, insights, and wisdom to share.

    Chad gives an overview of his background, then details his roles at Lindenwood University. He shares insights into the research his lab conducts, including studies on exercise and nutritional interventions that impact health, performance, and recovery outcomes.

    He then gets into some very interesting research on an elite CrossFit competitor, stool samples and all!

    This is part 1 of a 2 part series with Chad.

100. #140: Dr. Barrie Tan: How GG-Gold Supports Muscle

     June 26, 2024:

     

     Dr. Barrie Tan, founder of American River Nutrition, joins us for an in-depth discussion about the powerful nutrient geranylgeraniol ("GG", sold as GG-Gold) and its wide-ranging health benefits – especially with respect to muscle.

     Dr. Tan is the world's authority on vitamin E, and brings a wealth of knowledge and experience to the table. This episode provides understanding of GG's role in human biochemistry, highlighting its importance as a building block for various biological processes and hormones.

     We get into how GG is a building block for Vitamin K2, CoQ10, and testosterone -- but is also pivotal for protein formation in general! This episode is full of valuable information and practical advice, and Dr. Tan is simply a fun speaker to listen to.

101. #139: Supplements Take on DC: Natural Products Association Fly-In Day 2024

     June 10, 2024:

     

     Team PricePlow's Back in Washington DC for the 2024 NPA Fly-In Day, and this podcast has an epic cast:

     • Jim Emme, CEO of NOW Foods
     • Kyle Turk, Natural Products Association
     • Rick Collins, the one and only
     • Mike DiMaggio, Chief Legal Officer at NutraBolt
     • Mark LeDoux, founder and CEO of NAI (CarnoSyn)
     • Dan Fabricant, Natural Products Association

     And it features Joey Savage as an added interviewer.

     You won't want to miss this episode, as we get into the current dietary supplement regulatory landscape and dive into the backstories of some of the industry's most interesting gentlemen!

102. #138: Gary Millet: The Future of BHB Research and Ketones

     May 15, 2024:

     

     In episode #138, we bring a continuation of Episode #131, but with more science. Here, we introduce you to Gary Millet, co-founder of Axcess Global, the parent company of Ketone Labs, Real Ketones, Vault, and many others. This is a continuation of Episode #131 with Rob Rogers, Gary's business partner.

     In the previous episode, Rob explained how goBHB was back on the market, and took us through some of the business dealings over the past decade with the ingredients.

     With Gary, who has a background in biochemistry, we get into a lot of the scientific applications, focusing on using it as an energy source for cognitive support and performance. Gary wants to emphasize the benefits that can be had when combining it with a carbohydrate-based diet, providing the best of both worlds.

     After this episode, we're excited to try the ingredient at higher doses, and are still looking forward to a pure L-BHB product, which is getting produced more efficiently.

103. #137: Jose Antonio: ISSN 2024 and the Industry Battle for Creatine

     May 8, 2024:

     

     It's a podcast we've wanted to do since the very beginning: The legendary Jose Antonio, co-founder of the ISSN (International Society of Sports Nutrition), joins PricePlow to get hyped for ISSN 2024 and tell us about the true beginnings of the sports nutrition.

     We get an epic 20 minute kick-off from Joey, where he covers his background in academia, his early interests in sports nutrition before nearly anyone cared to study it academically, the creation of ISSN, all the way up to now where he still teaches at Nova Southeastern University in Florida.

     A recurring theme on the PricePlow Podcast is the ongoing war against creatine -- which now has mountains of safety data -- and Joey had a first-row seat to some of the battles for the ingredient.

     We then get to learn about the annual ISSN conference, which is one of the most fun and unique in the entire industry.

104. #136: Chris Gronkowski: Building a Better Shaker Cup at Ice Shaker

     May 1, 2024:

     

     For the final installment of podcasts from the 2024 Vitamin Shoppe Brand Summit, Chris Gronkowski jumps on Episode #136 to tell the Ice Shaker story and detail their many shaker cup innovations.

     We got to hear about the cup's beginnings, which began through his wife's Etsy business connections, to his momentous appearance on Shark Tank, all the way to his new collaborations with the NFL and DragonBall Z.

     We also get into the different versions of Ice Shaker, from the straps to the noise-free agitator to the silicon bottom, so that you can drink it cold and not make a ton of noise. It's always a fun time with Chris.

105. #135: Matt Karich #2: Milk Proteins, Peptides, and SOUL

     April 24, 2024:

     

     Matt Karich of Soul Performance Nutrition returns for PricePlow Podcast Episode #135 to talk about Milk Proteins, Peptides, and Soul - as in Soul Performance Nutrition, his supplement brand introduced to us in Episode #068.

     There have been two major product launches covered so far this year: Soul Performance Nutrition's Nova Immune Renewal and Nexus Peptide Complex, both discussed in the podcast.

     This led us to talk about three specific ingredients, colostrum and lactoferrin (which make up Nova) and PeptiStrong (which stands alone in Nexus).

106. #134: Brian Tanzer and Tabitha Daley: Inside the Vitamin Shoppe Brands

     April 16, 2024:

     

     This episode is a double feature — first, we talk to Tabitha Daley (Senior Brand Manager) and Brian Tanzer (Director of Scientific and Regulatory Affairs) at The Vitamin Shoppe, who explain to us how they approach formulation within their own brands. Then we patch a conversation with Dustin Elliott, also a Senior Brand Manager at time of recording.

     Inside, we learn a bit about PLNT, BodyTech Elite, and VThrive, three major parts of the Vitamin Shoppe's strategy — these aren't just traditional white label brands! We also get to hear about some of the retailer's strategy for dealing with concerns / side effects / nutritional deficiencies caused by popular weight loss drugs in a way that's safe and compliant.

107. #133: Lee Wright: The Vitamin Shoppe CEO Thrives in the Shoppe

     April 8, 2024:

     

     At The Vitamin Shoppe's 2024 Brand Summit, we were fortunate to quickly interview Lee Wright, the company's CEO. Lee became the interim CEO in January 2023, and fell in love with the company's vision and employees so much that jumped at the chance to join full-time, and it's been full speed ahead ever since.

     In this episode, we talk about Lee's style of visiting stores to see customers, store managers, and The Vitamin Shoppe's Health Enthusiasts, learning about the business from the ground up. Lee tells us the importance of the Brand Summit, giving a chance for everyone to re-connect, re-energize, and re-educate.

     We also get into regulatory concerns, and how Lee is taking a leadership role in fighting. There's also some discussion about The Vitamin Shoppe's excellent in-house brands, and how they maintain excellent relationships with the their 3rd-party partners.

108. #132: Jocko Willink: Fueling the Jocko Stack

     April 2, 2024:

     

     While at the 2024 Vitamin Shoppe Brand Summit, we were honored to have Jocko Willink of Jocko Fuel on for Episode 132. This is a great continuation from Episode 111 with co-founder and formulator Brian Littlefield, as Jocko explains the why behind the brand's creation.

     Jocko's speech earlier that morning for The Vitamin Shoppe was about doing the right thing, and that's how they formulate supplements -- in the safest way possible. We get to hear Jocko's entire supplement stack from start to finish, and it's a good one.

     We also talk about some of the ongoing regulatory activities, and learn that Jocko is very well aware of some of the challenges that the industry faces. More on that to come!

109. #131: Rob Rogers: goBHB is Back! Business, Baseball, and BHB

     March 27, 2024:

     

     We sat down with Rob Rogers from Axcess Global, the parent company of Ketone Labs, Real Ketones, Vault, and many others. Ketone Labs is best known for selling goBHB, the patented exogenous BHB dietary supplement ingredient — which is the main topic of this podcast.

     The big announcement here and at Expo West 2024 is that Ketone Labs has brought goBHB back into the market for other brands, and some incredible new applications outside of weight loss.

     We get into Rob's background, his sports career, the BHB story, and then talk about the incredible ways goBHB can be used in supplements for performance, nootropics, mood/stress relief, concussion prevention, and even sleep.

110. #130: Aaron Heidebreicht: Applied Nutrition to Storm the American Shores

     March 20, 2024:

     

     The supplement industry is abuzz with major changes, and one of the biggest announcements in early 2024 was Aaron Heidebreicht becoming Applied Nutrition's USA CEO. With that comes a major shift to Applied Nutrition's North American strategy.

     This episode was filmed early on the final day of Expo West, and dovetails a few storylines we've been following with Aaron regarding his time at Kaged (Episodes #097 and #105) and how it will tie in with All Black Everything (ABE), the company's initial foray into America, as detailed in Episode #114.

     Aaron's job is to keep the ABE vision, but go even bigger with a new series of AN Performance supplements. Expect a lot more, as Aaron's bringing together a "dream team" staff that he'll use to push Applied Nutrition into America!

111. #129: Joey Savage Launches Savage Nutra Consulting

     

     March 13, 2024:

     Joey Savage (formerly of Glaxon) joins Team PricePlow for Episode 129 of the PricePlow Podcast to discuss the launch of Savage Nutra, his novel consulting company.

     The conversation is as wild and interesting as you'd think it would be, with a lot of discussion on novel probiotics, performance, the perfect stool, and water bears surviving outer space thanks to the carbohydrate trehalose.

     This podcast was recorded before Joey left Glaxon, but now that he's out on his own, we expect to see some really wild stuff from him.

112. #128: Animal Brings the CAGE Back: Jason Budsock & Rudy Checo

     March 7, 2024:

     

     This one was filmed live from THE CAGE at the 2024 Arnold Sports Festival, and it was a great, high-energy way to start the weekend. We kicked things off, then brought Jason Budsock on (also from Episode #080) to talk about the happenings at Animal.

     After that, we brought on one of the main Cage organizers, Rudy Checo, who has an incredible story from growing up around Animal - his mom worked there his whole life!

     This was one element that was sorely missed over the last several years, and we're excited to have egged Team Animal into bringing it back. The famous "booth experience" made quite a triumphant return after being bent since 2019.

     The audio on this one isn't perfect, but thankfully we started things on Friday morning before it got too crazy.

113. #127: Oral TRT Breakthrough! Dr. Cam Sepah Boosts Maximus Testosterone Protocol | Episode #127

     March 1, 2024:

     

     Dr. Cameron Sepah of Maximus returns one more time for a major update and direct follow-up to episode #062, where he originally introduced his testosterone-boosting drug, enclomiphene.

     Enclomiphene works incredibly well (roughly 2x free and total testosterone), but sometimes folks want even more. His team has discovered a solution that brings a best of both worlds, using a combination of the latest technologies in oral TRT combined with enclomiphene!

     This significantly increases testosterone without nearly as many side effects or shutdown consequences. It works more in line with the male body's natural daily hormonal rhythms — and is non-suppressive!

     This one's going to be a gamechanger, and we're proud to be part of the announcement.

114. #126: James Boccuzzi is Not a Rat: Prison Time and his Blackstone Story

     February 21, 2024:

     

     James Boccuzzi joins the PricePlow to tell his side of the story after serving 15 months in prison after the Blackstone Labs raid and indictments from 2019. As you can imagine, this is quite the interesting episode, which answers a few questions about what happened and how a sales guy ended up in prison... including a cheerful story likening Aaron Singerman to "The Godfather" when in prison.

     We welcome James back to the dietary supplement industry, and one major thing to note is that he is the only one who never pled guilty. Listen to see how this got him some "cred" on the inside.

115. #125: Michael Alfaro: The Master of Functional Foods at Master Foods Lab

     February 14, 2024:

     

     Michael Alfaro, founder/CEO of Master Foods Lab, brought us to his facility in Miami, FL to join PricePlow Podcast for Episode #125 to talk functional foods, high-protein snacks, protein bars, and everything in between! Master Foods Lab is the premier manufacturer for all kinds of high-protein snacks.

     We get into Michael's business background, which started in CrossFit, and eventually learn why he's called the "Head Rhino". This is a long episode, and we dive into a lot of ingredient science. It will explain a lot of common questions that brands have when attempting to create a new functional food.

     It's an all-around great episode, with a ton of follow-up content to come, so make sure to be subscribed to PricePlow on social media!

116. #124: Dr. Cameron Sepah #3: The Maximus Blood Flow Protocol (A Prescription Pre-Workout?!)

     February 9, 2024:

     

     After a year and a half, Maximus founder and CEO Dr. Cameron Sepah is back for the first of two new episodes giving us an update on the pharmaceutical side of performance enhancement.

     In Episode #124, we talk about the Maximus Blood Flow Protocol, which is a potent synergistic combination of two drugs to boost blood flow in ways that dietary supplement formulators could only dream of.

     Dr. Cam was previously on episodes #062 and #070 - this is more of an update on what was discussed in the second of those two, with a reformulation and name change.

     We joke that this is a "prescription pre-workout", and while that phrase can be used, but the science is showing that there's a lot of data supporting cardiovascular improvements and potential longevity plays with the drugs used in this protocol.

117. #123: Raza Bashir & Shawn Wells #2: Dileucine in MuscleTech Peptide 185

     February 6, 2024:

     

     It's been nearly 50 episodes since they came on to explain enfinity paraxanthine to everyone, so Raza Bashir of MuscleTech and Shawn Wells of Ingenious Ingredients re-join the PricePlow Podcast for Episode #123 to discuss the new dileucine ingredient in Peptide 185!

     In this episode, we get to understand how MuscleTech's new exclusive muscle-building dileucine peptide works, and learn a bit about "leucine resistance" from Shawn. Stacked with HMB and of course a high-protein diet that's complete with creatine, this is an extremely promising stack.

     There's some exciting research coming, and interestingly, it synergizes with paraxanthine too. A great listen for anyone who wants to keep up with innovations from MuscleTech and Ingenious Ingredients.

118. #122: Jake Powers: Supplements for Hunting with MTN OPS

     January 31, 2024:

     

     Jake Powers (Director of Community at MTN OPS) joins PricePlow to talk about MTN OPS' outdoor performance supplements... and supplements for hunting!

     Team PricePlow returns to welcome Jake Powers, the Director of Community at MTN OPS – a brand focused on outdoor performance supplements. Located north of Salt Lake City, Utah, MTN OPS recently celebrated its nine-year anniversary and does phenomenal business on Amazon.

     This episode is fun and different because the brand has a different purpose -- supplements for outdoor enthusiasts. This pulls the conversation into the direction of hunting, where we talk about the training, hydration, diet, and supplementation to succeed.

     MTN OPS of course has protein bars and hydration supplements for these purposes, but one interesting supplement discussed is one made for adaptation to elevation, which plays a major role for those heading into the mountains.

     The OPS in MTN OPS actually stands for "Outdoor Performance Supplements" - listen to Jake get into it himself.

119. #121: 2023 Supplement Industry Awards

     It's a brand new year, and you know what that means: It's time for PricePlow's annual Supplement Industry Awards ceremony!

     

     PricePlow's 2023 Supplement Industry Awards are here!

     We take a look at the past year and decide the coolest and most interesting supplements and brands that hit the market.

     This year's awards include:

     • Flavor System of the Year
     • Functional Food of the Year
     • Product Launch of the Year
     • Pre-Workout Supplement of the Year
     • Protein of the Year
     • Brands to Watch in 2024
     • Innovator of the Year
     • MVP of the Year
     • Rookie of the Year
     • Breakout Brand of the Year
     • Brand of the Year

     Congratulations to everyone named, and good luck in 2024 – we know it'll be a wild one!

120. #120: Doug Kalman: Diet and Nutrition for Fighters

     December 6, 2023:

     

     Doug Kalman joins the PricePlow Podcast to talk about his experience co-founding the ISSN and how he helps professional fighters prepare their diets.

     We run through everything from regulatory, Doug's appearance on the UFC reality TV show, macro breakdown, hydration and electrolytes, nutrient timing, the ISSN's position stands, and so much more -- most of it geared towards performance.

     This episode was so good, it spanned the course of two days because the first hour just wasn't enough. Enjoy!

121. #119: Katie Emerson: Nutrition21 nooLVL & Lustriva at SupplySide West 2023

     November 30, 2023:

     

     Katie Emerson of Nutrition21 returns to PricePlow at SupplySide West 2023 to explain the company's retargeting of nooLVL, Lustriva, science, and more!

     This is after the company decided to shift the focus of nooLVL from gaming supplements to all nootropics, moving on the brain health market in general. We talk about the new marketing, and take a look at the data in a way that doesn't necessarily need to reflect gamers.

     We've never covered Lustriva on PricePlow before (since it's primarily a beauty ingredient), so it was great to get Katie to explain it to us as well -- there's actually some interesting research that could apply to our mostly-male audience in terms of hair growth.

122. #118: Ghost, Glaxon, & Cellucor on Branded Ingredients: Kyowa Panel at SSW 2023

     November 11, 2023:

     

     At SupplySide West 2024, one of the best events was a panel discussion held at the Kyowa Hakko USA booth, featuring a star-studded cast of influential industry advocates: Dan Lourenço, Joey Savage, Chris Lockwood, and David Sandler of GHOST, Glaxon, and Cellucor, respectively.

     The topic of the panel was The Growth of Branded Ingredients, initially focusing on Cognizin Citicoline, an ingredient used by everyone listed above.

     The episode offers fresh and unique perspectives from each member, who have different reasons and purposes for various ingredients. This was a hallmark moment for the industry, where we got to see "competitive collaboration" -- something that simply wouldn't have been possible with previous generations even five years prior.

123. #117: Taylor Knox #2 – Energy Drink Label Design

     

     October 25, 2023:

     Taylor Knox of NutraMedia is back for his second installment of the PricePlow Podcast, and this time, we met early in the morning before SupplySide West 2023 to discuss better and more affordable energy drink labels.

     Taylor already explained their label design process and "brand therapy" on Episode #087, but this episode is almost entirely about energy drink design, printing, and the rest of the business surrounding it.

     This is a must-listen for anyone who appreciates energy drinks or who wants to make one for themselves.

124. #116: Dan Lourenço #5: The Meteoric Rise of Ghost Energy

     October 23, 2023:

     

     Ghost Lifestyle founder and CEO Dan Lourenço is back for the fifth time on the PricePlow Podcast, in an episode that's becoming an annual tradition – a pre SupplySide West show from Las Vegas!

     Dan explains what Ghost's been up to in 2023, which has been a lot about their scaling efforts. But he's also happy to give a sneak peak of Ghost Hydration RTD, trialing out the Strawberry Kiwi flavor.

     This was also a major year for Ghost Energy Drink, took advantage of said scaling and had some serious marketing efforts behind it.

     Dan also explains what's coming for 2024 - lots of new powders, "Ghost Sleep", and perhaps the first "food item" coming to the brand! A great episode from a great regular guest of ours.

125. #115: Diana Morgan – What's Up With Supps (Industry Social Events)

     October 13, 2023:

     

     Almost everyone working within the dietary supplement industry knows Diana Morgan, the VP of Global Regulatory and Government Affairs at Nutrabolt. But it's not just all that C4 that makes Diana an industry rock star — it's the social events she puts on as well!

     In 2020, when industry trade shows abruptly shut down, Diana decided that it was time to bring back human physical contact. She started a series of in-person social events and parties named What's Up With Supps, and she continues to host supplement industry parties at major industry gatherings and expos.

     For Episode 115, we had Diana on to talk about her upcoming Retro Toy Party, which will be the final industry event in Las Vegas at SupplySide West 2023. It's held on Thursday, October 26 at the Las Vegas House of Blues.

126. #114: TJ Humphreys - All Black Everything | ABE Brings Edge

     October 4, 2023:

     

     Mike and Ben head down to Plano, TX outside of Dallas to meet with the man, the myth, the legend -- TJ Humphreys -- for Episode 114 to talk about All Black Everything, and their new ABE Pump supplement with Nutrition21's Nitrosigine.

     But before they get into the Pump formula, we take the long road in hearing about TJ's backstory, which includes Lone Star Nutrition, VPX Sports, and the iconic team he put together at ProSupps. After a brief stint at RYSE Supps (discussed in Episode #060), TJ was approached by his friends at Applied Nutrition, a massive company in Europe with the continent's best-selling pre-workout (named All Black Everything), to bring their brand to America.

     TJ started with a new pre-workout and energy drink, and now has far more -- including the Nitrosigine-powered ABE Pump that also includes a full dose of creatine. This was a fun episode with some great laughs and a solid strategy session.

127. #113: Tim Gritzman - Natural Body Inc 2023 Block Party Recap

     September 28, 2023:

     

     It's been too long since Tim Gritzman of Natural Body Inc — everybody's favorite retailer in New York — has graced us with his presence on the PricePlow Podcast. Last seen in Episodes #044 and #045, Tim continues to keep the ship straight with this business partner, Steve Calabrese.

     For this episode, we discuss their latest Epic Block Party, which is an annual gathering / "sidewalk sale" / mini-expo of sorts that attracts 50+ brands, athletes, and business owners to New York every summer. We also get into Tim's Flyby videos, and Tim's Flyby Founding Principles, where he explains where there is "best".

128. #112: Neil Foster: What is PeptiStrong? Nuritas' Pro-Anabolic Peptide Network

     September 20, 2023:

     

     PeptiStrong is one of the most interesting ingredients to hit the market this decade, but it's also complicated -- this a pro-anabolic natural peptide network extracted from fava beans was actually discovered and developed using AI!

     So we brought Neil Foster of Nuritas on to explain the ingredient, the AI, and the two research studies that have been published so far.

     Of these studies, we have one that's shown recovery from exhaustive exercise, and one that supports recovery from immobilization. What's impressive is the strength rebound with PeptiStrong, and some very powerful data on myostatin inhibition!

     Expect to hear a lot more about this ingredient and brand in the coming years.

129. #111: Brian Littlefield: Jocko Fuel Formulator Announces Jocko Pre-Workout

     September 14, 2023:

     

     Get ready for an epic interview here! In Episode #111 of the PricePlow Podcast, we traveled up to Maine to visit the offices of Origin USA and Jocko Fuel with co-founder and Chief Product Officer / formulator Brian Littlefield.

     Inside, we talked for over two hours about Jocko Fuel's origin story, which grew out of the Origin apparel company that's making jiu-jitsu gis entirely in the USA, eventually involving retired US Navy Seal Commander Jocko Willink.

     In the episode, Brian