Lucas Kaelin and Konlan James discuss the realities of supplement content creation, from navigating the pouch regulatory gray area to battling imposter syndrome, live from NNB Nutrition's booth at SupplySide Global 2025 on Episode #195 of the PricePlow Podcast.
Two of the supplement industry's rising content creators join the PricePlow Podcast for Episode #195, recorded live from NNB Nutrition's massive booth at SupplySide Global 2025. Lucas Kaelin (@WhatsUpWithLucas) and Konlan James (KJ from V1 Nutra) sit down with Mike and Ben to discuss the realities of building an audience in the supplement space, from navigating criticism to battling imposter syndrome.
The conversation takes an unexpected turn into the regulatory gray area surrounding supplement pouches, exploring why the FDA needs to provide clarification before the industry gets blindsided. As content creators who ask tough questions, Lucas and KJ offer candid perspectives on what it means to be "chronically online" while building legitimate businesses. 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.
Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in:
Subscribe to the PricePlow Podcast on Your Favorite Service (RSS)
Apple Podcasts
Spotify
YouTube
https://blog.priceplow.com/podcast/konlan-james-lucas-kaelin-195
Video: Lucas Kaelin & Konlan James Talk Content Creation at SupplySide Global
Podcast: Play in new window | Download (Duration: 48:16 — 52.0MB)
Detailed Show Notes: Content Creator Challenges with Lucas Kaelin & KJ
-
0:00 - Introductions and SupplySide Experience
Ben welcomes Lucas Kaelin and Konlan James to Episode #195 of the PricePlow Podcast, recorded inside NNB Nutrition's booth at SupplySide Global 2025. KJ notes it's his first time at the show, describing it as "the nerdy side of the industry" with manufacturers, ingredient companies, and new technology. He prepared by flash-carding all of NNB's new ingredients before arriving.
Konlan was originally on the PricePlow Podcast in Episode #096 alongside Landon Suggs of Inspired Nutraceuticals.
-
1:30 - Getting Recognized at Industry Events
The conversation turns to the unique experience of being recognized at trade shows versus consumer events like Mr. Olympia. KJ shares that people have gotten "really close to my face" to express their appreciation, while Ben recalls a dinner where someone watched all his content but didn't mention it for two hours. Mike notes how SupplySide has become their "Super Bowl" for seeing ingredients before they hit products.
-
4:15 - Product Development Timelines
Ben explains why content creators should save all their B-roll footage from SupplySide, since they'll likely discuss these ingredients when products launch months later. KJ adds that many people don't understand how long it takes to bring products to market, noting the brand-side timeline alone is significant, while ingredient development takes even longer.
-
5:15 - The Pouch Regulatory Gray Area
Mike opens a deep discussion on the regulatory uncertainty surrounding supplement pouches. He explains that dietary supplements are legally defined as products meant for ingestion, but pouches are absorbed through the gums rather than swallowed. This creates a gray area where dietary supplement ingredients with GRAS or NDI status may not technically apply to non-ingested delivery forms.
-
7:00 - Pouches: The FDA Compliance Concern
The discussion deepens as Ben and Mike explain the multiple regulatory layers at play. Supplement facts panels are required for dietary supplements, but pouches don't clearly fit the food, drug, or supplement category. The phrase "nicotine alternative" is particularly concerning since nicotine is regulated by ATF, an agency with much heavier enforcement than FDA.
-
9:15 - Unknown Ingredients and Safety Concerns
Mike raises concerns about an ingredient called "Serotene" used in certain pouches, noting there's no publicly available information about what it is or where it comes from. He explains how the gray area enables bad actors to use undefined or potentially harmful ingredients without proper disclosure, referencing arecoline from betel nut (a known carcinogen) that was used as a stimulant replacement years ago.
-
11:45 - Unknown Absorption Rates
KJ raises a thoughtful counterpoint: since saliva is swallowed, there's technically some ingestion occurring. Ben agrees but notes there's virtually no research on how much of ingredients like Cognizin or enfinity paraxanthine actually absorb through gum tissue. This adds another layer of uncertainty to dosing claims for pouch products.
-
13:45 - Call for FDA Clarification on Non-Nicotine Pouches
Mike frames PricePlow's position as protecting the industry, not attacking it. He supports quality ingredients and brands that are doing things right, while calling on FDA to provide clarification before bad actors cause damage. He mentions Steve Salmon from MAN Sports opening American manufacturing for pouches with proper due diligence.
-
16:15 - Asking the Hard Questions
KJ compliments PricePlow for asking questions others avoid because of financial interests. The group discusses how this content will inevitably draw criticism, but someone needs to highlight potential problems before they become mainstream news stories that damage the entire industry.
-
18:00 - Social Media Criticism and Body Image
The conversation shifts to the criticism content creators face. KJ shares that he gets comments questioning his credentials because he's "not 260" pounds, noting he puts "6'4" in his bio to address size perceptions. Ben admits these comments once drove him to bulk to 280 pounds just to silence critics, acknowledging how unhealthy that response was.
-
19:45 - The Deep Dive Credibility Challenge
Mike explains the difficulty of doing legitimate deep dives in an era where a "hot blonde" could get more views with less effort. He emphasizes that proper research requires making content "hater-proof" with citations and references to the FD&C Act. Despite the platform advantages others might have, PricePlow continues doing the hard work because the industry needs it.
-
21:00 - Ben's Viral TikTok Story
Ben shares his first viral TikTok experience: a video about a woman blending pre-workout in her kitchen and selling it online. He outlined all the GMP violations, including footage of her boyfriend shaking a pre-workout bottle in their bed. The video hit a million views and created a dark pattern where "talking shit" guaranteed minimum views.
-
22:45 - The Venom Symbiote of Viral Content
Continuing his TikTok story, Ben compares the addictive nature of negative content to Spider-Man's Venom symbiote. He'd find something every Friday and spend entire weekends fighting people in comments about beta-alanine while Mike was enjoying time with his family. After stepping away, his return video (about Bucked Up's black ant) hit 800,000 views using a simple phone recording.
-
23:30 - Low Quality Wins on TikTok
KJ confirms that lower quality, more personable "car videos" outperform polished studio content on TikTok. He admits this is "frankly annoying" but true, noting he mostly cross-posts content with occasional TikTok-specific shoots. The platform rewards authenticity over production value, which challenges creators who invest in professional setups.
-
24:45 - When Does This End?
Mike asks both creators how they envision their future, noting they're purposely putting themselves on a "hamster wheel." Lucas says he thinks about it every day but embraces the unknown, while acknowledging "it's not going to stop." The group discusses Cass starting her own content journey and whether there's an exit strategy.
-
25:45 - Age Reveal and Long-Term Planning
The surprising age reveal: Lucas is 23, KJ is 27, and Mike is turning 44. Mike challenges them to think about whether they can maintain 10-12 hours of daily screen time for another 20 years. KJ notes he's already "losing touch with the 6-7 memes" and getting called "unc" by younger audiences.
-
28:15 - Trends Move Faster Than Ever
Ben describes trends as waves that are becoming "higher and closer together," meaning the area under each trend curve is shrinking. He notes that when KJ is 44, Meta might not even be the dominant platform anymore. Staying on top of new platforms is one of his key contributions to PricePlow, referencing early TikTok adoption.
-
28:45 - The Consumption-Creation Balance
KJ shares that he still consumes significant Instagram content to stay current with trends, which is part of being online constantly. He's concerned about staying relevant long-term in an industry where platforms and preferences evolve rapidly. Ben emphasizes creating as much as you consume, if not more.
-
30:45 - Longest Break from Social Media
When asked about their longest break from posting, KJ says "three days, max," and admits it's caused problems in his relationship. He batches maybe 3-4 videos at a time but can't go too far in advance without missing trends. Ben has shifted to batching 2-3 at a time with help from Cody, Caitlyn, and Victoria.
-
32:30 - Honeymoon Posting Struggles
The conversation turns personal as KJ reveals his recent honeymoon was challenging because he scheduled posts but still felt anxious about not being online. Ben notes how missing even a week for a product launch (like Core's mystery flavor dropping while they're at SupplySide) creates real business pressure.
-
33:15 - Digital Property and Feeling Like a Speck
KJ expresses that despite accomplishments, he struggles to feel significant because they make "digital property" that people outside the industry don't understand. His girlfriend might not care about collaborations the way industry people do. He emphasizes he doesn't want to feel "better than other people" and acknowledges some luck in his early TikTok timing.
-
37:15 - You're Not Just a Speck
Mike pushes back hard on the "speck" comment, sharing a 2016 story where a formulator put grains of paradise in his fat burner specifically because of a PricePlow blog post. He emphasizes that people listen, take advice to heart, and make decisions based on content. This responsibility extends to potentially harmful situations like carcinogens in pouches.
-
39:15 - Imposter Syndrome is Real
Mike names what KJ is describing as imposter syndrome, noting everyone in the industry experiences it to some degree. As you formulate more supplements and gain more knowledge, it may diminish, but for some people it never fully goes away. The key is recognizing your actual impact while staying humble.
-
40:30 - The Vitamin Shoppe Moment
KJ shares that getting V1 Nutra on Vitamin Shoppe shelves was his dream goal, a full-circle moment from working there previously. However, when it actually happened, it felt "more insignificant than I thought it was going to be." Ben relates this to his 3-gram tyrosine example, where he casually included the dose and it became an industry standard he hadn't intended.
-
41:30 - Working From Home Challenges
Mike offers advice about working from home as content creators, suggesting that creating "digital property" may not feel like "real work" to significant others. He recommends getting a studio outside the home so you're visibly "going to work" rather than sitting at a desk all day, which can create relationship friction.
-
42:45 - Recording Around Significant Others
The conversation turns humorous as Ben shares a story about his ex-girlfriend thinking his triple-clap mic sync was him "hyping himself up" for six months. KJ laughs and confirms he's had frustrating moments recording with his girlfriend nearby. Lucas shares he's considered a studio now that he's in DFW with better flight access.
-
43:45 - Texas vs. Michigan
Ben admits he's "one step away" from moving to Texas, having almost pulled the trigger on his last visit. Mike prefers Oklahoma but acknowledges DFW's central location makes it ideal for content creators who travel. KJ commutes between Michigan and Texas, which has its own challenges but keeps him near family.
-
44:45 - Tangent: Mike's Hair Care Routine
In a lighter moment, KJ asks Mike about his hair routine. Mike reveals he hasn't shampooed in 7-8 days (Italian grease buildup) and uses cheap leave-in conditioner from Garnier, especially important since he swims and trashes his hair with chlorine. The group jokes about his hair in previous reviews (such as some earlier Kaged Muscle reviews) and throws out the idea of "big head theory" in terms of hair loss.[1]
-
46:45 - Lucas's Favorite SupplySide Moment
Asked for a hot take, Lucas shares that his favorite moment was setup day, coming onto the floor before the show opened. Seeing the booths come together reveals "who the key players are, who's on the come up, and maybe who really doesn't care." It's like seeing behind the curtain in The Wizard of Oz.
-
47:45 - Closing and Where to Follow
The episode wraps with Lucas sharing his handles (WhatsUpWithLucas) and KJ promoting V1 Nutra. Ben thanks both for a great conversation and invites them back for future collaborations, product launches, or big moments in their content careers.
Where to Find Lucas Kaelin, Konlan James, and V1 Nutra
- Lucas Kaelin LinkedIn: https://www.linkedin.com/in/lucaskaelin/
- Lucas Kaelin Instagram: https://www.instagram.com/whatsuppwithlucas
- Konlan James LinkedIn: https://www.linkedin.com/in/konlanpaul/
- Konlan James Instagram: https://www.instagram.com/konlan.james/
- V1 Nutra on PricePlow: https://www.priceplow.com/v1-nutra
Thanks to Lucas and KJ for joining us at SupplySide Global 2025, and special thanks to NNB Nutrition for hosting us at their incredible booth. This conversation showcased the authentic challenges facing content creators in our industry, from regulatory concerns to imposter syndrome.
Subscribe to the PricePlow Podcast on any platform, sign up for NNB Nutrition news on PricePlow, and leave us a great review on iTunes and Spotify!
Subscribe to the PricePlow Podcast on Your Favorite Service (RSS)
Apple Podcasts
Spotify
YouTube
Comments and Discussion (Powered by the PricePlow Forum)