On Episode #181 of the PricePlow Podcast, we sit down with twin brothers Ryan Gardner (CEO) and Jeff Gardner (CMO) of Bucked Up at their Salt Lake City headquarters. This conversation reveals the remarkable journey from internet marketing pioneers to building a billion dollar million supplement empire, complete with helicopter rides over Utah's mountains and an inside look at their massive manufacturing facility.
Ryan and Jeff Gardner, twin brother co-founders of Bucked Up, share their incredible journey from deer antler spray windfall to building a billion-dollar supplement empire, recorded at their Salt Lake City headquarters on Episode #181 of the PricePlow Podcast
The Gardner brothers share their incredible origin story that began with exact match domains and affiliate networks in the early 2000s, leading to a deer antler spray windfall thanks to Ray Lewis's Super Bowl controversy in 2013. From those humble beginnings, they built Bucked Up into the #1 pre-workout at GNC and Vitamin Shoppe, pioneered micro-influencer marketing before it was cool, and recently expanded into energy drinks with major partnerships including SoFi Stadium in Los Angeles -- all in pursuit of their "billion or bust" vision.
Celebrating the Launch of Bucked Up Black Ant
This episode also features the exclusive launch details of Black Ant, their revolutionary new pre-workout Mike and Ben helped formulate, featuring industry-first ingredients like RipFACTOR and Creasol SSAT alongside traditional creatine monohydrate (Black Ant is Bucked Up's first creatine-based pre-workout).
The conversation explores everything from their innovative protein drinks with light carbonation to their thoughts on peptides, healthspan optimization, and the future of the supplement industry.
Subscribe to the PricePlow Podcast on Your Favorite Service (RSS)
Apple Podcasts
Spotify
YouTube
https://blog.priceplow.com/podcast/bucked-up-ryan-jeff-gardner-181
Video: Inside Bucked Up HQ with the Gardner Brothers
Podcast: Play in new window | Download (Duration: 1:19:23 — 82.5MB)
Detailed Show Notes: From Internet Marketing to Supplement Empire
-
0:00 - Introductions: Meeting the Twin CEOs in Salt Lake City
Mike and Ben welcome listeners from Bucked Up headquarters in Salt Lake City, Utah, introducing identical twin brothers Ryan Gardner (CEO) and Jeff Gardner (Co-founder). The conversation begins with excitement from their helicopter ride over Utah's mountains the night before and a morning training session at the Bucked Up gym, setting the stage for an in-depth look at one of the supplement industry's most successful brand stories.
Ryan and Jeff immediately establish their complementary dynamic, with Jeff handling more marketing and brand development while Ryan focuses on innovation and product development. Their identical twin relationship brings unique advantages to business partnership, though they joke about occasional disagreements that require physical resolution - a testament to their competitive nature and close bond.
The setting at their impressive Salt Lake City facility provides context for understanding the scale Bucked Up has achieved. From their retail store (housed in a former GNC location they took over during COVID) to their manufacturing capabilities and corporate offices, the Gardner brothers have built a comprehensive supplement empire that extends far beyond simple product sales.
-
2:15 - The Internet Marketing Origins: Early 2000s Digital Pioneers
Jeff explains how their journey began in 1999 when they returned from missions and entered the early internet marketing world. Working on sales floors, they quickly realized that the people generating leads were making the real money, leading them to explore email marketing and traffic generation when these concepts were still in their infancy.
The brothers started by generating leads for other companies, sending traffic to websites selling everything from weight loss patches to various health products. This was during the "wild west" era of internet marketing when email campaigns could generate thousands of sales per day and regulations were minimal. Their early success came from being ahead of the curve on digital marketing strategies.
This affiliate marketing experience taught them valuable lessons about customer service, product fulfillment, and the importance of controlling your own business operations. They watched other companies fail due to poor customer service or inventory management, leading them to eventually seek ownership stakes rather than just affiliate commissions.
-
6:30 - The L-Arginine Domain Score: Learning the Power of Exact Match Domains
The conversation reveals their first major business breakthrough when Jeff's father was using L-Arginine for blood pressure and suggested they help grow that business. Within 45 minutes of their first meeting, they had negotiated 50% ownership of the L-Arginine company, taking over everything from traffic generation to customer service while the original owner focused solely on product supply.
Their success led them to discover the power of exact match domains when they found someone ranking #1 on Google for L-Arginine simply by owning LArginine.com. Ryan negotiated to purchase the domain for $25,000, which proved to be a game-changing investment that allowed them to sell $3-4 million worth of L-Arginine annually while ranking #1 on Google.
This experience taught them the importance of digital real estate and search engine optimization, concepts that would prove crucial as the supplement industry evolved. They still own L-Citrulline.com and other valuable supplement-related domains, demonstrating their continued understanding of digital marketing fundamentals.
-
9:45 - The Ray Lewis Windfall: Deer Antler Spray Goes Viral
Jeff tells the incredible story of how they discovered deer antler spray through a Sports Illustrated article mentioning it was banned in professional sports. They immediately purchased DeerAntlerSpray.com for $6.99 from GoDaddy and arranged manufacturing in Florida, expecting modest success similar to their L-Arginine business.
The game-changing moment came during 2013 Super Bowl media week when Ray Lewis was accused of using deer antler spray for recovery from a tricep injury. The brothers walked into their office to find hundreds of orders that kept multiplying every few minutes as ESPN coverage drove massive traffic to their website.
Within a single day, they sold 2,600 bottles, starting at $39.95 and raising prices to $99.95 as demand continued unabated. This windfall provided the capital and confidence to expand into a full supplement line. The success also led to their company name DAS Labs, which originally stood for "Deer Antler Spray Labs" - a fact that surprises many people in the industry who assumed it had Germanic origins.
-
14:30 - Entering the Pre-Workout Market: Innovation Through Transparency
Ryan describes their entry into pre-workouts around 2016, recognizing that the market was dominated by proprietary blends and poor-tasting formulas. Their experience trying various pre-workouts at trade shows often resulted in uncomfortable reactions from beta-alanine and other ingredients they weren't familiar with, inspiring them to create something better.
Bucked Up pre-workout launched at the LA Fit Expo with complete transparency - no proprietary blends and full clinical doses clearly displayed. Their formula featured 6 grams of citrulline malate when most competitors were using much lower doses or hiding their formulations entirely. This transparency became a key differentiator in a market full of underdosed products.
The combination of great taste, effective doses, and complete transparency resonated with consumers who were tired of mystery formulations. They also maintained higher pricing to ensure adequate margins for both retailers and their own marketing efforts, understanding that sustainable brands need profitable distribution partners.
-
20:45 - Micro-Influencer Marketing: Ahead of the Curve
Jeff reveals how Bucked Up pioneered micro-influencer marketing years before it became mainstream, using ambassadors with 5,000-10,000 followers rather than major celebrities. While other companies focused on expensive celebrity endorsements, they recognized that smaller influencers often delivered better engagement rates and authentic connections with their audiences.
Their ambassador program included everyone from "workout moms" to fitness enthusiasts of all levels, creating an inclusive brand image rather than focusing solely on elite athletes. This approach drew criticism from competitors who questioned their use of "regular people," but the Gardner brothers understood that their target audience wanted to see authentic users rather than unattainable fitness models.
The program grew to 500+ ambassadors posting twice monthly, generating 1.5 million total followers across all participants. This organic growth strategy proved far more cost-effective than traditional advertising while building genuine community around the Bucked Up brand. Female ambassadors often saw dramatic follower growth, sometimes gaining 10,000+ new followers from single posts.
-
24:45 - Dominating Retail: The Path to #1 at GNC and Vitamin Shoppe
The conversation explores Bucked Up's retail success, achieving #1 pre-workout status at both GNC and Vitamin Shoppe by 2017. According to third-party SPINS data, they maintained eight products in the top 10 pre-workouts, demonstrating the strength of their diversified product line and consumer loyalty.
Jeff explains the challenges of working with major retailers like Walmart, where pressure to be the cheapest option often eliminates marketing budgets that drive product velocity. They learned that sustainable retail success requires adequate margins for both marketing and retailer profitability, even if it means higher consumer prices.
Their retail dominance came from understanding the complete sales funnel - from digital marketing generating awareness to retail execution and customer satisfaction. The combination of effective products, smart pricing, and comprehensive marketing created a self-reinforcing cycle that competitors struggled to match.
-
28:00 - The Beverage Evolution: Learning Distribution Networks
Ryan discusses their expansion into energy drinks starting in late 2020, which required completely different business models and distribution strategies. Unlike supplements that could be sold direct-to-consumer, beverages required heavy investment in distribution networks and faced significant shipping costs due to weight and volume.
The turning point came when investor Gil Cassagne, former CEO of Dr Pepper, joined to help build proper beverage distribution. His expertise revealed how little they knew about beverage marketing, leading to partnerships with distribution networks serving convenience stores, Walmart, and specialty retailers.
This expansion allowed the Gardner brothers to take significant money off the table in 2021 while maintaining control and vision for the company's future. They describe their current mindset as "billion or bust", with the resources and infrastructure to pursue massive scale in both supplement and beverage categories.
-
31:30 - The Brand Beyond Products: Culture and Community
The conversation explores Bucked Up's success in creating lifestyle brand appeal beyond just supplement efficacy. Their apparel line generates significant word-of-mouth marketing, with customers choosing to wear Bucked Up gear outside the gym as lifestyle statements rather than just workout clothes.
Ryan shares the interesting trademark challenge they faced with Bucked Up apparel, leading to creative solutions like using "BCKD" and incorporating BuckedUp.com into designs. The $1,500 investment in the BuckedUp.com domain proved incredibly valuable, demonstrating their continued understanding of digital brand assets.
Their retail store concept, housed in a former GNC location, showcases how they've evolved beyond traditional supplement retail. The space serves multiple functions - retail sales, brand experience, and content creation - reflecting their multimedia approach to brand building.
Jeff has to leave for an important meeting, and the other three continue from here:
-
34:00 - Product Innovation Partnership: The Black Ant Story
Bucked Up breaks their own rule with Bucked Up Black Ant -- their first creatine pre-workout featuring actual black ant extract used for 3000 years for strength. Plus RipFACTOR® research showing 2.4x faster strength gains and CreaSol SSAT creatine enhancer. Strength you can literally feel.
Ryan explains how their partnership with PricePlow developed over six months, starting with corrections to their HydroPrime labeling and evolving into comprehensive formula development. The Black Ant pre-workout represents their first creatine-based pre-workout, addressing a notable gap in their extensive product line.
The project began with Ryan's vision for a strength-focused pre-workout featuring black ant extract, an ingredient he'd been interested in for years. The "herb of kings" concept and ants' incredible strength-to-body-weight ratio provided perfect marketing narratives for a strength-focused formula.
PricePlow's role involved refining the formula and identifying complementary ingredients like RipFACTOR for actual strength gains and Creasol SSAT for enhanced creatine uptake. We also dialed up the beta-alanine just a bit. The collaboration demonstrates how experienced brands can benefit from technical expertise in creating differentiated products rather than following standard industry formulations.
-
38:00 - Revolutionary Strength Ingredients: RipFACTOR and Clinical Research
The discussion reveals Black Ant's most exciting component - RipFACTOR from PLT Health Solutions, which delivered 2.4X greater strength gains compared to placebo in clinical studies. More importantly, statistically significant strength improvements appeared within just 14 days, providing acute benefits that consumers can actually feel.
This research-backed approach differentiates Black Ant from traditional pre-workouts that rely primarily on caffeine and pump ingredients. The inclusion of full-dose creatine monohydrate (5 grams) provides the foundation, while RipFACTOR amplifies strength gains beyond what creatine alone delivers.
The formula also features Creasol SSAT containing tyrosol, which enhances creatine uptake and provides additional benefits as the active compound in olive oil and rhodiola rosea. Combined with 2 grams of tyrosine, the formula delivers noticeable cognitive and physical effects that consumers can feel immediately.
Mike and Ben also bumped the beta-alanine up to 4g, coinciding with the International Society for Sports Nutrition's suggestions to get carnosine stores saturated faster.
Alongside a bit of Dynamine, this is a very experiential pre-workout supplement. The RipFACTOR and CreaSol SSAT are absolute game-changers in a pre-workout.
-
42:30 - Premium Positioning and Market Strategy
Ryan discusses Black Ant's positioning as a premium pre-workout priced similarly to Mother Bucker rather than their entry-level options. The 40-serving container allows for flexible dosing - single scoops for daily use or double scoops for maximum clinical effectiveness, providing value flexibility for different user preferences.
The premium pricing reflects the expensive specialty ingredients like RipFACTOR and Creasol SSAT, which are among the first-to-market pre-workout offerings in the supplement industry. Bucked Up's willingness to invest in novel ingredients demonstrates their commitment to innovation rather than simply copying competitor formulations.
The artistic design featuring a large black ant with Bucked Up logo hidden in the ant's pincers showcases their attention to branding details. This design approach maintains brand consistency while clearly differentiating Black Ant from their deer-focused traditional branding.
-
45:30 - Diversified Pre-Workout Portfolio Strategy
The conversation addresses potential cannibalization concerns with Bucked Up's extensive pre-workout line, including the original Bucked Up, Woke AF, BAMF, LFG, Mother Bucker, and now Black Ant. Ryan explains how each serves different use cases and consumer preferences, from caffeine-sensitive users to those wanting maximum stimulation.
LFG Burn receives particular praise for its MitoBurn inclusion and Nitrosigine content (1.5 grams being equivalent to 8 grams of citrulline malate), representing excellent value despite lower sales compared to their flagship products. The diversity allows consumers to choose products based on training goals, caffeine tolerance, and specific ingredient preferences.
This portfolio approach reflects sophisticated understanding of market segmentation, where different products serve different occasions rather than competing directly. Some users rotate between formulas based on training intensity, timing, or simply variety preferences, increasing overall customer lifetime value.
-
48:30 - Ready-to-Drink Pre-Workout Development
Ryan shares plans for a ready-to-drink pre-workout specifically designed for gym coolers rather than competing with their powder products. This strategic approach avoids the cannibalization that affected C4 when their RTD line reduced powder sales, instead targeting distribution channels where powders aren't practical.
The RTD development process involves balancing efficacy with shelf stability, taste, and cost constraints. Hot-fill processing can eliminate preservatives, but formulation challenges remain significant when trying to deliver meaningful ingredient doses in convenient packaging.
They've identified successful models like Total War from Redcon1 and recognize the importance of distribution partnerships with companies serving gym coolers. The goal is expanding market reach rather than competing with their existing successful powder business.
-
54:30 - Protein Innovation: Light Carbonation Revolution
The conversation shifts to Bucked Up's revolutionary protein drinks featuring light carbonation and clear whey isolate. Ryan explains how they tested various protein types before discovering that carbonated clear protein delivered the best taste experience, leading them to abandon milk-based alternatives entirely.
With eight flavors currently available, these protein drinks taste remarkably similar to energy drinks while delivering 25 grams of pure whey protein isolate - no collagen blend in this one, unlike much of the competition. The carbonation enhances rather than detracts from the experience, creating a unique positioning in the protein beverage market.
Sales have dramatically exceeded expectations, reaching over $8 million since the March launch despite initial projections of only $2 million. The Arnold Classic product innovation award validated their approach, though they emphasize execution over being first-to-market, focusing on superior taste and consumer experience.
-
58:45 - Protein Dosing Philosophy and Market Positioning
Ryan discusses their decision to use 25 grams of protein rather than following the 30-gram trend, based on taste optimization and market analysis. Higher protein concentrations created unpalatable astringency, while 25 grams provided optimal taste while meeting consumer expectations for substantial protein content.
The conversation explores protein absorption science, referencing studies showing effective utilization of much higher protein doses than the commonly cited 30-gram limit. They acknowledge that optimal muscle protein synthesis likely occurs with 35-45 gram doses throughout the day, but consumer experience and taste remain paramount for commercial success.
Their approach appeals to broad demographics rather than just hardcore bodybuilders, with particular success among GLP-1 users who appreciate the light, easy-to-consume format compared to heavy milk-based proteins. This inclusive approach reflects their overall brand philosophy of serving diverse fitness levels and goals.
-
1:06:30 - Celebrity Partnerships and Brand Building
Ryan shares insights from their celebrity partnerships, including collaborations with Conor McGregor and Bryson DeChambeau. Bryson's authentic engagement and social media savvy made him particularly effective for brand building, generating significant awareness through his golf content and celebrity collaborations.
The Conor McGregor partnership demonstrated both the potential and challenges of celebrity endorsements. While he generated $700,000 in sales within days and effectively pitched retailers at trade shows, social media chaos ultimately ended the formal partnership. His authentic approach to marketing proved highly effective despite the eventual complications.
These experiences highlight the importance of brand alignment and social media management in celebrity partnerships. The most successful collaborations combine authentic product use with strategic marketing execution, requiring careful management of both performance and public communications.
-
1:10:30 - Market Expansion and Penetration Strategy
The discussion reveals creatine's surprisingly low household penetration of only 4%, despite widespread recognition of its benefits. This statistic demonstrates significant growth opportunities for the supplement industry, particularly through alternative delivery methods like gummies and ready-to-drink formats.
Bucked Up's strategy focuses on expanding supplement usage beyond traditional demographics, using their beverage success to introduce new consumers to performance nutrition. Their SoFi Stadium partnership with the LA Rams and Chargers represents major brand exposure opportunities during high-profile events.
The approach emphasizes making supplements more accessible and appealing to mainstream consumers rather than only serving dedicated fitness enthusiasts. This market expansion strategy explains their success in convenience stores and mass retail channels where traditional supplement brands struggle.
-
1:12:30 - Peptides and Future Health Optimization
Ryan shares his enthusiasm for peptides as the future of health optimization, describing personal experiences with BPC-157 and TB-500 for injury recovery. His bicep injury from pickleball healed remarkably quickly with peptide supplementation, returning to full activity within weeks without surgery.
The conversation explores peptides' potential applications for sleep, cognitive function, muscle building, and aging optimization. Ryan believes peptides represent the future of personalized health optimization, though he acknowledges current "research purposes only" limitations and quality control challenges.
The discussion touches on regulatory challenges facing peptides, including pharmaceutical industry interests and patent considerations. Despite these obstacles, they see peptides as fundamental tools for extending healthspan rather than just lifespan, enabling active lifestyles well into advanced age.
-
1:17:30 - Healthspan vs Lifespan Philosophy
The conversation concludes with philosophical discussions about aging, muscle maintenance, and quality of life optimization. Ryan and Jeff debate travel timing - whether to enjoy physical activities while young or save them for retirement - highlighting different approaches to life planning and health preservation.
They emphasize muscle mass as "the currency of aging," noting research connecting leg strength with longevity and functional independence. This perspective influences their product development philosophy, creating supplements that support long-term health rather than just short-term performance.
The discussion reinforces their belief that peptides and advanced supplementation can help maintain muscle mass and physical function longer than previous generations, potentially enabling active lifestyles well into advanced age. This healthspan focus drives their innovation beyond traditional supplement categories.
Where to Follow Bucked Up and Connect
- Ryan Gardner: LinkedIn
- Jeff Gardner: LinkedIn
- Bucked Up:
- Black Ant Pre-Workout: Learn more about Black Ant on PricePlow
Thank you to Ryan and Jeff Gardner for sharing their incredible journey from internet marketing pioneers to supplement industry leaders. From deer antler spray windfalls to helicopter rides over Utah mountains, their story demonstrates how innovation, authenticity, and strategic thinking can build lasting brands in competitive markets.
The Bucked Up success story provides valuable lessons for entrepreneurs about the importance of controlling your own destiny, understanding distribution channels, and building genuine communities around products that actually work. Their willingness to share both successes and failures offers rare insights into building sustainable businesses in rapidly evolving industries.
Subscribe to the PricePlow Podcast for more conversations with industry innovators and supplement entrepreneurs!
Subscribe to the PricePlow Podcast on Your Favorite Service (RSS)
Apple Podcasts
Spotify
YouTube
Bucked Up Black Ant – Deals and Price Drop Alerts
Get Price Alerts
No spam, no scams.
Disclosure: PricePlow relies on pricing from stores with which we have a business relationship. We work hard to keep pricing current, but you may find a better offer.
Posts are sponsored in part by the retailers and/or brands listed on this page.
