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

Brooks Thomas and Nate Frazier discuss Gym Snack's innovative approach to savory protein snacks, delivering 30g of plant-based protein with clean ingredients and zero seed oils on Episode #201 of the PricePlow Podcast.

Welcome back to Episode #201 of the PricePlow Podcast! We're thrilled to be joined by Brooks Thomas, Chief Marketing Officer at Louisville Brands, and Nate Frazier, Founder and CEO of Red Knot Capital and Managing Partner at Gym Snack. Long-time listeners will remember Nate from Episode #098 when he was COO at GNC. Today, he's back to discuss an exciting new venture that's filling a massive gap in the protein snack market.

Gym Snack: Deliciously Savory High-Protein Snacks

Gym Snack is tackling a problem many of us face: protein fatigue. The market is saturated with sweet, chewy bars and gummies, but where are the savory options? Brooks and Nate have created a crunchy, plant-based snack delivering 30 grams of protein per bag with clean ingredients and zero seed oils. Using pea protein as the foundation, they've launched three distinct flavors that satisfy both taste and macro goals. The discussion covers everything from manufacturing excellence and vegan certification to the impact of GLP-1 agonists on protein absorption and the critical importance of authenticity in today's crowded supplement market.

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https://blog.priceplow.com/podcast/gym-snack-201

Video: Savory Protein Snacks That Actually Deliver

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Detailed Show Notes: Brooks Thomas & Nate Frazier on Gym Snack's Mission

• 0:00 - Introductions and Welcome

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  Ben kicks off Episode #201 by welcoming back Nate Frazier, who last appeared on the podcast three years ago at the GNC show in Vegas. Nate's journey since then has been remarkable, transitioning from GNC's COO to Chairman at Modere, and now Founder and CEO of Red Knot Capital. Joining him is Brooks Thomas, Marketing Lead at Louisville Brands, the parent company behind Gym Snack. This marks Brooks' first appearance on the podcast, and Mike immediately shares his enthusiasm for the product, admitting he goes through approximately one bag per day. The team sets the stage for a deep dive into a product that's genuinely different in the crowded protein snack space.

• 1:30 - Brooks' Background and Louisville Brands' Foundation

  Brooks Thomas explains that Louisville Brands serves as the umbrella company for multiple food ventures, including Gym Snack. The company operates its own manufacturing facility, providing tremendous flexibility and speed in product development. Brooks brings over two decades of marketing experience to the table, and this facility-ownership advantage has allowed the team to iterate quickly during R&D. The manufacturing plant produces various plant-based foods and also handles beverage projects. This vertical integration became crucial when they started developing Gym Snack nearly a year ago, enabling rapid testing and refinement. Brooks emphasizes how owning their production capabilities distinguishes them from brands that rely on co-manufacturers and face longer development cycles.

• 2:00 - What Makes Gym Snack Different

  Mike describes the product for listeners who haven't tried it yet: a high-protein, savory snack delivering around 30 grams of protein per bag. While not explicitly marketed as vegan, it's completely plant-based, making it accessible to virtually everyone. The macros are impressive with protein dominating the profile while keeping carbs and fats moderate. The flavor profile is what really sets it apart, though. It's salty, umami-rich, and genuinely crunchy, solving the texture problem that plagues many protein snacks. Mike admits he struggles to keep bags in stock because they disappear so quickly. This immediate positive feedback from someone who reviews countless products daily speaks volumes about Gym Snack's execution in both taste and nutrition.

• 4:45 - Nate's Vision and Industry Perspective

  Nate returns to the podcast with his characteristic enthusiasm, greeting listeners and playfully acknowledging his occasional presence in PricePlow's Discord community. His unique career trajectory, intersecting with numerous powerhouse brands over the past decade, has given him valuable perspective on America's evolving fitness culture and relationship with food.

  Nate identifies as a "zealot" when it comes to avoiding artificial fillers, colors, and excessive sugars, a philosophy that aligns perfectly with Louisville Brands' approach. He recognized clear white space in the market for a product like Gym Snack, something that represented a genuine trend rather than a fleeting fad. The strategic rollout has been deliberate: starting with their website, expanding to Amazon, launching in Pantry programs, and now preparing for significant retail distribution in the March-April timeframe. Nate takes particular pride in supporting a US manufacturer based in his home state of Kentucky.

• 5:00 - The Problem Statement: Where Are the Savory Snacks?

  

  A savory protein snack that doesn't compromise. Gym Snack brings 15g plant protein per oz in crunchy form with zero seed oils, olive oil base, and real ingredients. Cheddar Cheeze and Jalapeño Cheddar flavors that taste like actual food.

  Brooks identifies the core problem they set out to solve: the protein snack marketplace was dominated by chewy, gummy, sweet bars with very few savory options. When savory products did exist, they typically sacrificed something critical to achieve their flavor profile, whether that was protein content, clean ingredients, or acceptable taste. The market simply wasn't serving fitness-focused consumers who wanted convenient, savory protein sources.

  Louisville Brands conducted extensive market research and concluded there was genuine demand for savory snacks that didn't compromise on the nutritional profile active lifestyle individuals require. This led them to begin their conquest of creating something truly different in the space.

• 7:00 - Development Journey: From Soy to Pea Protein

  Brooks candidly shares that their initial development focused on soy protein, not because it was their preferred ingredient, but due to availability and practical considerations. However, after extensive trialing, they concluded that the way soy is processed wasn't finding favor in the marketplace. This realization pushed them back to the drawing board. They discovered that pea protein was significantly underutilized despite having excellent properties: it doesn't sacrifice flavor, contains the full spectrum of branched-chain amino acids, and serves as an outstanding foundational ingredient.

  The team tested multiple pea protein providers, initially sourcing internationally before finding a superior US supplier whose extruded pea protein delivered the crunchier, crisper texture they wanted. The extrusion process forces pea protein isolate through high-pressure, high-temperature equipment, creating flat, ridged flakes with substantial surface area that holds seasoning effectively. They specifically wanted a crisp rather than a puffy Cheeto-like texture, and the US-sourced protein achieved exactly that. Every ingredient used is real and clean, with seasonings made from actual ingredients like mortared jalapeños rather than artificial flavorings, meaning there's nothing to hide on their labeling.

• 9:00 - Three Flavors: Jalapeno Cheddar, Cheddar, and Everything Bagel

  Working with an in-house trained chef who handles flavoring across Louisville Brands' entire portfolio, the team developed three initial flavors: Jalapeno Cheddar Cheese, regular Cheddar Cheese, and their newest addition, Everything Bagel. The chef utilizes a proprietary marination process that rehydrates the extruded pea protein flakes while allowing real ingredients (real jalapenos, nutritional yeast, olive oil, coconut aminos) to penetrate throughout the product, not just coat the surface.

  

  The Everything Bagel flavor came about through direct consumer feedback. Early morning workout enthusiasts loved the cheddar options but requested something more appropriate for pre-dawn training sessions. The response was immediate and clear: everything bagel would be perfect for that use case. Brooks emphasizes that their facility's capabilities and chef-driven R&D allowed them to quickly develop and launch this flavor in response to customer demand, demonstrating the advantage of their integrated manufacturing approach. The team also has additional flavors in development, including sweet options like brown butter toffee and other savory concepts like buffalo hot wing.

• 9:45 - Manufacturing Excellence and Certifications

  Brooks provides insight into Louisville Brands' manufacturing facility, which is vegan certified, non-GMO (with the exception of soy used in other products), allergen-free, and maintains strict protocols to prevent cross-contamination. When Gym Snack runs on their production line, it doesn't interact with any soy residue or other potential contaminants. The facility is also Safe Quality Food (SQF) certified, requiring them to navigate numerous compliance hoops. An annual audit challenges every aspect of their daily operations, examining controlled documents that explain their processes. Auditors randomly select products, trace lot numbers, verify ingredient sources, and even review training certifications for every person who worked that production line that day.

  This rigorous oversight extends to verifying that trainers themselves were properly certified. Brooks welcomes this scrutiny because it keeps them honest and allows them to speak confidently about their practices to consumers.

• 10:00 - Nutritional Profile: 30 Grams of Protein, 160-170 Calories Per Serving

  Mike asks Brooks to walk through the nutritional panel for listeners unfamiliar with the product. Each 2oz bag delivers 30 grams of protein (15g per 1oz serving), the headline number that drives purchase decisions. They've tested various pea protein sources until landing on their current formulation, which provides 160-170 calories per serving (320-340 per bag) depending on the flavor. Brooks emphasizes they're pleased with the protein-to-calorie ratio, which represents excellent macros for their target consumer.

  The formula balances protein density with practical considerations like taste, texture, and satiety. This macro profile makes Gym Snack versatile for various use cases: post-workout recovery, between-meal snacking, or as a meal replacement component when paired with other foods.

• 12:00 - Clean Ingredient Philosophy: Real Food, Olive Oil, No Seed Oils

  

  The conversation shifts to ingredient quality, a topic both Brooks and Nate are passionate about. The team's commitment to clean ingredients isn't just marketing speak; it's fundamental to their brand philosophy. They avoid artificial fillers, synthetic colors, and unnecessary additives. A critical differentiator is their choice of olive oil as the fat source instead of defaulting to canola, sunflower, or soybean oils like most snack manufacturers.

  This decision aligns with growing consumer awareness about inflammatory omega-6 fatty acids and oxidized vegetable oils. While more expensive, olive oil provides stable monounsaturated fats without the oxidative stress concerns that plague industrially processed seed oils. This approach aligns with broader consumer trends that PricePlow has documented extensively, particularly the movement away from ultra-processed ingredients and toward recognizable food components. The plant-based nature of the product using pea protein as the foundation means it's accessible to a wide range of dietary preferences without compromising on the target macro profile. Brooks reiterates that their labeling reflects this commitment: there's truly nothing to hide or explain away with asterisks and fine print.

• 18:00 - Protein Fatigue and Market Saturation

  Nate addresses a critical challenge facing the entire protein snack industry: consumer fatigue. The market is absolutely saturated with protein bars, cookies, and confections, most following similar flavor profiles and textures. Consumers are experiencing decision paralysis walking down store aisles seeing endless variations of chocolate, peanut butter, and cookie dough flavors.

  This saturation creates opportunity for genuinely differentiated products. Gym Snack's savory positioning immediately distinguishes it from the sweet treat category that dominates shelf space. Nate argues that the industry needs more innovation in flavor profiles and textures rather than yet another chocolate chip protein bar. The crunchy, savory experience of Gym Snack activates different taste receptors and creates a distinct consumption occasion separate from dessert-flavored competitors.

• 25:00 - GLP-1 Agonists and Protein Absorption

  

  The discussion takes a fascinating turn into GLP-1 agonist medications like Ozempic and Wegovy and their impact on protein consumption and absorption. These medications slow gastric emptying, which presents both challenges and opportunities for protein products. Users often struggle with traditional dense protein bars that sit heavily in the stomach. Gym Snack's lighter, more digestible format may offer advantages for this growing consumer segment. Nate and Brooks discuss how the fiber content and plant-based protein source might be easier to process for individuals on these medications.

  They're hearing anecdotal feedback from customers using GLP-1 agonists that Gym Snack works better for them than heavier protein snacks. This wasn't an intentional design consideration initially, but it's become an interesting product benefit as these medications gain mainstream adoption.

• 35:00 - Authenticity in Branding and Competitive Differentiation

  Ben brings up a quote from frequent podcast guest Dan Lourenço: "authenticity is undefeated". This resonates deeply with the Gym Snack approach. Rather than copying existing successful products and attempting minor variations, Louisville Brands built something genuinely unique from their own vision and capabilities. The brand doesn't try to be something it's not or appeal to every possible demographic. Brooks and Nate emphasize that this authenticity extends beyond marketing into actual product development and company operations. They're not a supplement company trying to make food, or a food company trying to enter supplements. They're manufacturers with expertise creating products they genuinely believe in.

  Nate candidly notes that while some competitors in the space tell similar stories, they either can't match Gym Snack's macros or they're using inferior ingredients to cut costs. Other products that do match the macros often contain additives and preservatives that health-conscious consumers shouldn't be consuming. Even when products match on both fronts, the taste doesn't measure up. This authentic foundation shows through in every aspect of the brand, from ingredient selection to flavor development to how they communicate with consumers.

• 42:00 - Distribution Strategy and Pantry Program

  Nate details their strategic distribution approach, which has been deliberately phased. They started with their own website to maintain control and gather direct customer feedback. Amazon provided the next expansion opportunity, reaching a broader audience while still maintaining relatively direct customer relationships. The Pantry program represents an innovative channel: placing Gym Snack in office pantries as an employee benefit. This introduces the product to consumers in a trial-friendly environment where their employer is covering the cost.

  Nate mentions they're already seeing adoption from tech companies, finance firms, and even professional sports teams. The spring retail rollout will bring Gym Snack to traditional store shelves, marking their most significant distribution expansion. This measured approach has allowed them to refine operations and build demand before hitting major retail.

• 50:00 - Future Flavor Innovation and Collaboration

  

  Nate Frazier & Ken Huntly of GNC join the PricePlow Podcast for Episode #098 to discuss the Kaged partnership and GNC's strategy in 2023

  Mike and Ben express strong interest in participating in any beta testing for future flavors. Brooks responds enthusiastically to this opportunity, noting that flavor innovation will continue as core to their strategy. The team is always exploring new flavor concepts that fit the savory protein snack positioning. Ben specifically mentions the appeal of potential collaborations, noting that Gym Snack's unique positioning as an authentically different product makes it an ideal collaboration partner. Brands that bring genuine innovation rather than incremental improvements create better opportunities for meaningful partnerships. Brooks and Nate seem open to exploring these possibilities as they continue building the brand and expanding their flavor portfolio.

• 1:00:00 - The Louisville Manufacturing Advantage

  Nate takes a moment to highlight what makes the Louisville manufacturing facility special. Beyond just production capability, the team has built something genuinely impressive in terms of quality control, certification standards, and operational excellence. He encourages anyone with opportunity to visit the facility, confident they'll be blown away by what the team has built. This pride in American manufacturing runs throughout the conversation. Nate's background working with numerous brands has given him perspective on manufacturing challenges and opportunities.

  Having Louisville Brands' capabilities behind Gym Snack provides competitive advantages in terms of quality assurance, speed to market, and cost structure that brands using co-manufacturers simply can't match. It's a genuine competitive moat that supports their long-term success.

• 1:09:00 - Where to Sample and Purchase

  For listeners eager to try Gym Snack, Brooks outlines several options. The product is available directly through their website and on Amazon for consumer purchase. The Pantry program means you might find it in your office break room if your employer participates in the program. Brooks specifically mentions if you work at a "cooler than average office," checking your pantry for Gym Snack.

  The spring retail rollout will bring the product to store shelves for the first time, significantly expanding accessibility. Nate adds that for those not currently in Kentucky or established distribution areas, patience will be rewarded as retail expansion happens throughout the spring. They want people sampling the product and providing feedback to help drive future innovation.

• 1:10:00 - Where to Follow and Connect

  

  Mike asks about the best ways to follow Brooks and Nate. Nate directs listeners to connect with him on LinkedIn, where he's active and responsive. He notes he also does considerable work with manufacturing partners and is happy to help industry folks who reach out. Brooks also points to LinkedIn as his primary professional channel. For more company-oriented inquiries about selling products or working with Louisville Brands, he encourages people to visit LouisvilleBrands.com and fill out their contact form. These inquiries go to a shared inbox that Brooks monitors closely.

  Nate encourages everyone to try Gym Snack and predicts listeners will start seeing it on local retail shelves throughout the spring if they're not already in current distribution areas.

Where to Find Brooks Thomas, Nate Frazier, and Gym Snack

• Brooks Thomas on LinkedIn
• Nate Frazier on LinkedIn and Instagram
• Louisville Brands on LinkedIn
• Gym Snack on LinkedIn and Instagram
• Learn more about Gym Snack on the PricePlow Blog
• Sign up for Gym Snack news and deals using PricePlow's Gym Snack alerts

Wrapping Up Episode #201 with Gym Snack

What a fantastic conversation with Brooks and Nate about the innovation and authenticity driving Gym Snack forward. The combination of Louisville Brands' manufacturing excellence, clean ingredient philosophy, and genuine market insight has created something truly differentiated in the crowded protein snack space. We're excited to watch their retail expansion and future flavor developments unfold throughout 2025.

Special thanks to Perfect Shaker for sponsoring the PricePlow Podcast in 2026! Check out their incredible shaker cups at PerfectShaker.com and look forward to receiving your custom Gym Snack branded shaker courtesy of Darren and the Perfect Shaker team.

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