Dan Lourenço #4: Ghost Lifestyle’s Plans for 2023 | Episode #088


Dan Lourenço PricePlow Podcast #4

Dan Lourenço joins the PricePlow Podcast for the fourth time, this time to recap their incredible 2022 and plans for 2023. But look at this ‘fake’ product he got caught drinking during the show! Can we meme it to reality?!

After winning Brand of the Year for the third straight time during PricePlow’s 2022 Supplement Industry Awards, we invited Ghost Lifestyle’s Dan Lourenço back onto the PricePlow Podcast for his fourth appearance on the show.

We recapped 2022 with him, and then got Ghost’s 2023 plans underway. Inside, we talked about what a great year Ghost had, especially with Ghost Energy blowing up. But being in every major category, what’s the next big thing for Ghost to get into?

For a long time, they’ve been working on a functional food — maybe we’ll get to see it in 2023, but only if it’s ready. Dan also gave us some heads up on Ghost Legend V3, which will have a few unique twists. Ghost Gamer is likely to get some minor change as well. They’ll be leaning heavily into wellness, with their sports nutrition lineup and proteins very well squared away.

Hilariously, Dan gets caught drinking a black can in the video… and it turns out to be a “fake” product we think they should release! Find out what it is inside!

Video: Watch Dan talk about Ghost Lifestyle for 2023

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Audio Version

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Detailed Show Notes: Dan Lourenço #4 on the PricePlow Podcast

  • 0:00 – Introduction

    Dan Lourenço #4 on the PricePlow Podcast (Episode #088)

    Dan Lourenco, CEO and co-founder of Ghost Lifestyle, joins the PricePlow podcast to discuss his background in the supplement industry, the story behind Ghost Lifestyle, and the company’s plans for 2023.

  • 01:42 – Dan’s background in the supplement industry

    Dan shares his experience in the supplement industry, from starting as a teenager working at a supplement store to eventually co-founding Ghost Lifestyle.

  • 03:48 – The challenges of starting a supplement company

    Dan discusses some of the challenges he faced when starting Ghost Lifestyle, including finding trustworthy suppliers and building a brand from scratch.

  • 06:29 – The evolution of the supplement industry

    Dan shares his perspective on how the supplement industry has evolved over the years, from the prevalence of proprietary blends to the increasing demand for transparency.

  • 09:16 – The story behind Ghost Lifestyle

    Dan discusses the inspiration behind Ghost Lifestyle, from the company’s unique branding to its commitment to quality and transparency.

  • 12:33 – The importance of branding in the supplement industry

    Dan emphasizes the importance of branding in the supplement industry and how Ghost Lifestyle’s distinctive branding has helped the company stand out.

  • 14:21 – The role of social media in building a supplement brand

    Dan discusses how social media has played a key role in building Ghost’s brand and community, from working with influencers to engaging with customers on a personal level.

  • 19:24 – How Ghost differentiates itself in a crowded market

    Dan explains how Ghost stands out in a crowded supplement market by focusing on product quality and innovation, as well as building a strong community around the brand.

  • 23:11 – The importance of ingredient transparency

    Dan further details the importance of ingredient transparency in the supplement industry and how Ghost is leading the way by providing full disclosure on its products’ ingredients and dosages.

  • 25:07 – The challenges of ingredient transparency

    Ghost Cinnabon

    Ghost has officially announced a new collaboration with an American favorite: Cinnabon! It will come in both Whey and Vegan Protein, marking this as the first flavor collaboration for Ghost Vegan.

    Dan discusses some of the challenges that come with providing full ingredient transparency, from finding trustworthy suppliers to dealing with intellectual property issues.

  • 27:35 – Ghost Lifestyle’s product development process

    Dan discusses Ghost’s product development process, from identifying market gaps to working with trusted ingredient suppliers and conducting rigorous testing.

  • 32:05 – Ghost’s plans for 2023

    Dan shares some of Ghost’s plans for 2023, including expanding its product line and entering new markets.

  • 34:27 – The future of supplement regulation

    Dan shares his perspective on the future of supplement regulation, including the potential for more government oversight and how Ghost is staying ahead of the curve.

  • 37:13 – 2020’s impact on the supplement industry

    Dan discusses how 2020 impacted the supplement industry, from supply chain disruptions to changes in consumer behavior.

  • 40:20 – Ghost Legend V3 Pre-Workout

    Dan shares exciting news about the upcoming release of Ghost Legend V3 pre-workout, which will feature some ingredient changes and a change in the number of servings. He discusses how the team has been working to improve the formula while staying true to the original product’s core benefits and flavor profiles.

    Of note:

    1. Removing Senactiv
    2. Alpha GPC removed and replaced with choline bitartrate (for global compliance, Alpha-GPC is as good as banned in Europe)
    3. Rauwolfia/bitter orange removed, being replaced by Neurofactor
    4. 30 servings instead of 25, but at the same price.
  • 41:20 – Ghost Lifestyle’s approach to innovation

    Ghost TMNT and the Future of Supplement Collabs

    Dan Lourenço and Ryan Hughes of Ghost invite Team PricePlow to Chicago to launch the TMNT Collab, and talk about the future of collabs on the PricePlow Podcast

    Dan explains how Ghost Lifestyle approaches innovation, from researching new ingredients to collaborating with industry experts and listening to customer feedback.

  • 45:15 – Ghost Lifestyle’s approach to marketing

    Dan discusses how Ghost Lifestyle approaches marketing, from working with influencers to creating engaging content that resonates with the brand’s community.

  • 50:05 – The importance of community in the supplement industry

    Dan emphasizes the importance of building a strong community in the supplement industry, from fostering personal connections with customers to creating a platform for open communication and feedback.

  • 57:16 – The importance of staying true to your brand’s values

    Dan explains the importance of staying true to your brand’s values and how Ghost Lifestyle has remained committed to quality, transparency, and innovation throughout its growth and expansion.

  • 59:50 – The future of Ghost Lifestyle

    Dan shares his vision for the future of Ghost Lifestyle, from continuing to innovate and expand the company’s product line to creating new opportunities for community engagement and growth.

  • 1:00:20 – Ghost Sparkling Water?!

    During the interview, Dan is caught drinking from a black can, which is revealed to be a “Ghost Sparkling Water” can that is not yet a product that they sell, nor do they plan to. Mike and Ben joke that maybe they should consider selling it, and Dan agrees that it could be a potential future product for Ghost Lifestyle. Can we meme this into reality?!

  • 1:03:15 – Dan’s advice for aspiring supplement entrepreneurs

    Dan offers advice for aspiring supplement entrepreneurs, including the importance of building a strong brand, finding trusted partners, and staying focused on your goals.

  • 1:06:15 – Rapid-fire questions

    Dan answers a series of rapid-fire questions, covering topics from his favorite supplement ingredients to his go-to workout music.

  • 1:08:32 – TMNT Collab Returning

    Dan reveals that Ghost Lifestyle’s popular Teenage Mutant Ninja Turtles collaboration will be making a comeback. He shares that the company has a great relationship with Nickelodeon and is excited to bring back the TMNT-themed products for fans.


Dan Lourenco shares his insights and experiences in the supplement industry, from the challenges of starting a new brand to the importance of building a strong community around your products. He also shares his vision for the future of Ghost and offers valuable advice for aspiring supplement entrepreneurs.

PricePlow Podcast #035: Dan Lourenco and Ryan Hughes at Ghost Tell All

PricePlow Podcast #035: Dan Lourenco and Ryan Hughes at Ghost Tell All

Listen to our other Podcasts with Dan

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About the Author: Mike Roberto

Mike Roberto

Mike Roberto is a research scientist and water sports athlete who founded PricePlow. He is an n=1 diet experimenter with extensive experience in supplementation and dietary modification, whose personal expertise stems from several experiments done on himself while sharing lab tests.

Mike's goal is to bridge the gap between nutritional research scientists and non-academics who seek to better their health in a system that has catastrophically failed the public. Mike is currently experimenting with a low Vitamin A diet.

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