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

SteelFit founder Rob Kaufman breaks down the new Steel Fuel pre-workout, Steel Hydrate, his HYROX training, and lessons from building Fungies on Episode #239 of the PricePlow Podcast.

Rob Kaufman grew up around bodybuilding stages. His father, Stacy Kaufman, founded Pro Tan®, and Rob turned the family's topical expertise into SteelFit, a sports nutrition and skin fitness brand. In 2020, he also co-founded Fungies, the mushroom gummy brand that reached more than 13,000 stores before the family sold it in July 2026. Now Rob is back on SteelFit full-time, and he's finally making his debut on Episode #239 of the PricePlow Podcast.

Mike and Ben dig into SteelFit's clean-label rebrand, starting with the new Steel Fuel® pre-workout and its one- or two-scoop dosing, plus the reworked Steel Hydrate amino and electrolyte drink. They also cover Rob's first HYROX race, why "wellness" marketing misses former athletes in their 30s and 40s, third-party testing, a fish oil supply crunch, and how a self-funded brand uses AI to compete. It's a candid conversation with a founder building his brand around one idea: staying Still Fit. Through Every Season of Life.

Before diving in, subscribe to the PricePlow Podcast on your favorite platform and sign up for SteelFit news alerts, so you'll know when Steel Hydrate and the reformulated capsule lineup arrive:

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Video: Rob Kaufman on SteelFit’s Comeback

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Detailed Show Notes: SteelFit Founder Rob Kaufman Is Still Fit

0:00 - Introductions
Table of Contents
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Mike welcomes Rob Kaufman, founder of SteelFit, for his first appearance on the show. The two have worked together for years, and Mike admits they probably should have recorded this conversation five years ago. So much has happened since then, from a mushroom gummy company to an acquisition to a full SteelFit relaunch, that there's plenty of ground to cover.

Rob jokes that life (and kids) kept getting in the way, but he's glad they finally made it happen. Mike kicks things off by asking for Rob's full background, starting with his father, who's been in the fitness industry even longer than PricePlow has.
0:45 - Growing Up Around Pro Tan

Rob's father is better known as "Mr. Pro Tan". Rob points out that Pro Tan is the official tanning company of the Olympia, the Arnold, and many NPC and IFBB Pro League shows around the world, and the family had just returned from this year's Olympia. As a toddler, Rob even modeled for his dad's clothing company.

General fitness wasn't Rob's passion at first, though. He grew up playing competitive volleyball and basketball, then played a year of college basketball. He wishes he'd known then what he knows now about nutrition and training, and he believes today's resources make this the best time ever to get in shape.
2:15 - From College Hoops to the Family Business

Pro Tan started as a posing oil in 1984 before launching competition tanning in 1987, a few years before Rob was born. Rob wasn't involved as a kid, but he noticed that a family company meant his dad never missed a weekend game. That flexibility is why Rob always wanted his own company, and he still leaves work for his son's school events.

After a year of basketball in Pittsburgh, Rob decided the cold wasn't for him and transferred to Florida State. He put on 50 to 60 pounds in college, walking around at 260, and realized things had to change. A stint at a New York sports tech startup didn't stick, so he came home, joined Pro Tan, and eventually evolved it into SteelFit.
3:30 - Why SteelFit Spun Off from Pro Tan

SteelFit's hero products predate its supplements: the Abs of Steel® fat-burning cream and Buns of Steel® cellulite cream. Stacy's companies once made creams for other brands, but as guidelines changed and ingredient prices climbed, those clients wanted to cut efficacy. Unwilling to make products that couldn't back up their label claims, the Kaufmans saw a gap and launched Abs of Steel under the Pro Tan name.

Then a photo shoot changed the plan. A top Men's Physique athlete (now a four-time champion) flew to LA for the shoot, but his supplement sponsor blocked the campaign. Many Pro Tan athletes had supplement sponsors too, so the family spun the creams into a separate brand. SteelFit started with Abs of Steel and grew into supplements.
5:30 - What "Skin Fitness" Means

SteelFit still calls itself a skin fitness brand, and Rob says science has driven it from the start. Its early formulas were the "Rolls-Royce" of the category, packed with trademarked ingredients, though today's raw material costs make some originals impossible to replicate. Abs of Steel uses CoAxel™, a clinically studied topical active from France that combines coenzyme A, L-carnitine, and caffeine, and SteelFit builds on technology from cosmetic-ingredient developers like Sederma.

Mike remembers writing our Co-Axel deep dive years ago. He was skeptical of topicals at first, but he now points out that much of what touches your skin gets absorbed, for better or worse. Topicals aren't dietary supplements by law, yet for some actives, they may be the better delivery route.
8:00 - The Clean Rebrand Reaches the Creams

Rob Kaufman, founder of SteelFit

SteelFit's rebrand went far deeper than packaging. Every topical lost its artificial colors and fragrances, and customers who'd used the creams for a decade noticed right away. The cream isn't gray anymore, it doesn't smell, and some asked whether it still works. Rob assures them it does, and he says the same commitment delayed SteelFit's pre-workout relaunch until every artificial color, dye, and flavor was gone.

As a dad, Rob is more conscious than ever about what goes into (and onto) his family's bodies, and he sees the industry heading the same way. Mike hadn't realized the clean-label push extended beyond supplements to SteelFit's skincare.
9:15 - How Abs of Steel Works

Everyone's skin responds differently, so Abs of Steel feels different from person to person. Rob uses it daily: some days he barely notices it, while other days his skin turns red and he feels the heat. It will make you sweat, and while SteelFit sells a waist trimmer, you don't need one.

Rob separates Abs of Steel from greasy sweat creams that clog your pores and only drop temporary water weight. He says its actives reach the subcutaneous layer, where they help your body use fat for energy over time.
10:15 - Five Years Building Fungies

In 2020, with extra time on his hands like everyone else, Rob had an idea for lion's mane mushroom gummies. He pitched his dad, who thought "lion's mane" was a hair product, then used contacts from years of SupplySide West shows to reach a top gummy manufacturer. Within about five years, Fungies (which we introduced in 2022) helped build the mushroom gummy category and reached more than 13,000 stores, including Walmart, Target, Kroger, and Meijer.

Retail was a beast for a family business that never took VC money, and SteelFit took a back seat. The Kaufmans started working on an exit in January, which is when Rob refocused on SteelFit, and the sale closed in July.
12:30 - Still Fit Through Every Season of Life

Rob's mission for SteelFit mirrors his own life. He's a 36-year-old dad and former athlete who's been both big and skinny, and he ran his first HYROX race in April. He's glad the wellness industry is booming, but he's tired of how everything defaults to "wellness" once people hit 35 or 40. He still wants performance, and he still wants a pump.

One scoop for 150mg caffeine, two scoops for 300mg and the full label. SteelFit built Steel Fuel so your pre-workout scales with the session instead of locking you into one number. Stevia sweetened, naturally colored, fully disclosed.

His training has changed, though. Two- to three-hour sessions became 45 minutes to an hour between running a business and raising kids. SteelFit's products work for anyone, but the brand targets former competitors who still want to compete, from HYROX to marathons. That's the idea behind its new tagline, "Still Fit. Through Every Season of Life."
14:00 - Wellness Is Great, But Where's the Pump?

Ben notes that PricePlow's Fungies videos still draw comments every day, and he finished his bottles unusually fast for a supplement. At 34, he relates to Rob's point: plenty of people his age jump straight to wellness, and while he loves active nutrition, he still wants hard training and a good pump. To him, HYROX reflects people in their 30s pushing themselves again.

Rob's goal for late 2026 and 2027 is more content, with AI helping him plan even though he still has to execute. After an Olympia weekend full of energy drinks and apparel, he wants SteelFit closer to performance events. He hopes to race five to seven HYROX events next year, film them, and sample products at a booth.
16:00 - Hands-On Manufacturing in South Florida

SteelFit's supplements come from a few contract manufacturers, all in South Florida, so Rob can stay hands-on. He calls himself a perfectionist (Fungies spent about a year in development before launch), and he likes being able to drive to the facility. That includes taste-testing L-carnitine flavor variations, which made for a rough car ride home, since too much L-carnitine can upset your stomach.

SteelFit works only with NSF-certified manufacturers, and Rob says its creatines, new hydration formula, and new pre-workout go through Informed Sport testing to build trust with competitive athletes. Ben sees hybrid and endurance athletes moving toward gels and functional packets, and Rob confirms those formats are on SteelFit's roadmap.
18:15 - Rebuilding the Lineup from the Top Down

Ben says Steel Fuel reminded him how much he loves Nitrosigine®, an ingredient he hadn't taken in years. Rob explains that the rebrand went beyond removing artificial colors, flavors, and dyes. It also brought formula changes and some confusing name swaps. The old Steel Fuel was SteelFit's BCAA product, and its successor, Steel Hydrate, adds the full EAA profile Mike suggested a while back.

The team reviewed every formula from the top down, deciding what to keep, cut, and add to bring the science back. Rob remembers demoing Nitrosigine when it first launched, and he kept Peak ATP®, a SteelFit staple for years, for pumps, blood flow, performance, and recovery. Both fit the heavy compound lifts he trains with now.
20:00 - Why Peak ATP and Nitrosigine

Ben sees a lot of fluff on the market, with brands chasing new ingredients and new claims. He thinks Peak ATP and Nitrosigine deliver so much that you could almost build a formula around them with caffeine, and he calls Peak ATP a heavy lifter for both pump and energy.

While SteelFit was without a pre-workout, Rob tried plenty of others. Some left him wondering why he took them, and some sent him straight to the gym bathroom. The women in his life also struggled to find anything beyond glorified energy drinks. That's why Steel Fuel offers one or two scoops. One scoop delivers 150mg of caffeine plus half the performance doses, enough for a 90-minute HYROX-style session.
21:30 - Inside the Steel Fuel Formula

Mike walks through the full two-scoop serving. The pump side brings 1,500mg of Nitrosigine, 450mg of Peak ATP (above the 400mg used in most research), and 9g of citrulline malate 2:1, which works out to about 6g of L-citrulline. From there, Steel Fuel adds 3.2g of beta-alanine, 2.5g of betaine, and 1g of taurine.

For focus, there's 300mg of alpha-GPC (50%), 300mg of caffeine, 300mg of ashwagandha, and 200mg of L-theanine to smooth out the stimulant edge. Ashwagandha was in SteelFit's original pre-workout, too. Rob values it most for stress support, since he often trains at 6PM after a long day, and a calmer mind makes for a better lift.
23:15 - Training for HYROX in His Thirties

Rob has raced only one HYROX so far, and he jumped straight into the Pro division without training properly. Tickets sell out the moment they go live, so he's training for his next race whenever he can get in. Running is still his biggest struggle. He also switched from a typical gym and bodybuilding split to a performance gym built around compound lifts, supersets, mobility, and flexibility.

Part of the mindset shift came from injury. He used to train arms three days a week, then hurt his back grabbing a heavy dumbbell for incline presses. With kids who want to play, a bad back ruins the day. Today he lifts heavier than ever, but he trains with more intention and an eye on longevity.
25:15 - Ahead of the Curve with Steel Releaf

Rob Kaufman: Training for HYROX

Mike asks whether Rob has any Steel Releaf® left. He does, and even expired, it still works. The hemp-based roll-on launched right before CBD flooded SupplySide, and it won our 2019 Fitness Product of the Year award.

Rob explains that Steel Releaf was a true over-the-counter drug with lidocaine and all the required paperwork. Still, selling hemp products on Amazon and Shopify was tough, and SteelFit wouldn't risk its whole business for one SKU. Pain relief is also reactive, since people grab something at the drugstore after they get hurt instead of stocking up. With the hemp market a Wild West, the family let it fade, though Mike and Ben both keep a bottle in reserve.
28:15 - Early to Mushroom Gummies, Too

Mike points out that Fungies was early as well. Gummy vitamins existed before 2020, but few gummies carried hard-to-flavor actives like 500mg of lion's mane, and Fungies' retail growth happened fast. Rob credits his father, a lifelong entrepreneur and visionary, for that instinct.

The family's approach is to try plenty of ideas and see what sticks. Fungies stuck, and now Rob wants to make SteelFit stick for the long run. He also hints that a few other fun projects are in the works, so stay tuned.
29:15 - What Does "Wellness" Even Mean?

Mike, who's about to turn 45, says he's exactly the customer SteelFit is describing. He isn't sure what "wellness" even means. He eats clean, keeps his protein high, and takes basics like niacin and zinc, but performance is what motivates him. He still races, with a few more events planned this winter, and longevity marketing just doesn't get him going.

Ben thinks Mike is already living what many wellness converts are chasing. Plenty of people come to wellness from a remedial starting point: drinking less, scrolling less, and waking up earlier to train. So it's a good sign that the messaging doesn't land with him.
31:00 - No Smoke and Mirrors

Rob says the industry has many great companies, along with plenty of smoke and mirrors, where some brands look great purely because of marketing and VC budgets. As SteelFit expands into basics like magnesium glycinate, it'll keep using branded raw materials, such as Albion® minerals from Balchem, instead of cheap magnesium sold at a premium.

SteelFit's motto hasn't changed: make products the team takes itself and would happily give to family, friends, and eventually Rob's kids. Everything you put in or on your body is a choice, and Rob can't stand the flood of white-label and drop-ship products online. That's why branded, trademarked ingredients will stay on SteelFit labels, since they bring the science, trust, and purity.
32:45 - Creapure Across the Creatine Lineup

Mike believes a family business forces you to do things right, since you can't tarnish your dad's name, and your kids might watch these videos someday. While browsing SteelFit's site, he notices the creatine monohydrate tub borrows the Creapure® color scheme.

Rob confirms that every SteelFit creatine uses Creapure, including unflavored and flavored creatine monohydrate, capsules, and Creatine + HMB, which pairs 5g of Creapure with 3g of myHMB® and vitamin D3. Creatine gummies ran into manufacturing issues, but gummies will return in a different form. For more on Creapure, revisit our conversation with the Creapure team in Episode #173.
34:00 - Quality at a Price People Can Afford

Rob wants to reach people who are breaking old habits and getting back into fitness but can't justify a $40 premium creatine. SteelFit plans to expand its daily essentials, much like its old Pure Steel line, which covered wellness basics before wellness was trendy.

Mike calls the flavored creatine a great deal, especially with subscribe and save. Rob says low pricing sometimes feels like a weakness, but it's SteelFit's philosophy: the highest quality at a price people can afford. With customer acquisition costs through the roof, trust matters more than ever, and grocery bills already hurt. Mike adds that affordability is why he founded PricePlow, though the cheapest protein per dollar often leads straight to scammy products.
36:30 - Steel Hydrate: Aminos Plus Hydration

Mike lays out what Rob calls SteelFit's "twisted family tree". The old pre-workout, "Steel Pump" (which contained caffeine), is now Steel Fuel, while the old BCAA and hydration product that carried the Steel Fuel name is now Steel Hydrate.

The original was little more than 2:1:1 BCAAs and taurine. The new version adds the full EAA profile, coconut water, and pink Himalayan salt, so you get aminos and hydration in one scoop instead of buying two products. Mike likes that the name undersells it: each scoop delivers over 8g of amino acids (6g of BCAAs plus 2.1g of other EAAs), 1g of taurine, and a little extra glycine from magnesium glycinate. It also includes 50mg of AstraGin®.
38:30 - What's Next for the Lineup

There are no Black Friday launches planned, and protein powder stays on hold while whey prices remain sky-high. Instead, SteelFit is reformulating Steel Sweat, its fat-burning pre-workout, without artificial dyes, which will complete the powder lineup's overhaul.

SteelFit also launched Just for Women Creatine & Collagen not long ago, combining Creapure with collagen, vitamin C, biotin, and hyaluronic acid for what Rob calls "booty, beauty, and brain". Next up are essentials like magnesium and vitamin D3 with K2, products competitors often sell at premiums Rob considers out of reach given their cost of goods. Fish oil, however, isn't on the list.
39:45 - The Fish Oil Supply Squeeze

Ben hadn't heard about a fish oil shortage. Rob says supply chain problems have sent prices soaring, and the top suppliers of quality fish oil aren't taking new customers. SteelFit is on a wait list with no timeline, and Rob half-jokingly suggests stocking up now in case prices rise.

Mike urges caution with cheap fish oil. Polyunsaturated fats oxidize and go rancid, especially with poor storage, so this is a category where you want a trusted brand that runs lab tests. He wouldn't take a random bottle, and he'd rather see SteelFit skip a launch than cut corners.
41:30 - Informed Sport and Creatine's Comeback

Mike asks about Informed Sport, and Rob confirms that SteelFit's creatine and Creatine + HMB are certified, as every future creatine will be. Creatine went from a supplement parents feared to what Rob calls a "gateway supplement" for high school athletes, college athletes, and most adults. He even hears from 70-year-olds whose doctors just told them to start taking it.

Rob wants every performance product, from creatine to pre-workout and hydration, to carry Informed Sport certification, so athletes at any level can use them without worrying about failing a drug test. He expects testing to tighten as HYROX grows and more athletes make a living from it.
43:00 - Breaking Down a HYROX Race

A HYROX race totals 8km of running, about five miles, which Mike calls an uncomfortable distance, well past a 5K. The runs come in eight 1km segments, each followed by a station: SkiErg, sled push, sled pull, burpee broad jumps, rowing, farmers carry, sandbag lunges, and finally 100 wall balls.

Rob's first sled push, after roughly 3km of running, felt like a smack in the face. The wall balls added an estimated 10 to 12 minutes to his time. At 6-foot-3, he struggled to reach the required depth, and a strict judge didn't count about 40 of his reps.
45:15 - The Mental Side of HYROX

Rob loves the mental challenge of setting a goal and powering through it. Elite pros finish in about 54 minutes while holding sub-3:20 kilometer splits, yet 40-, 50-, and 60-year-olds walk the course over three or four hours and still finish. He calls it a great community and a win for general health.

Ben wants to try one. At 6-foot-3 and 230 pounds, he finds running tough on a bigger frame, but breaking it into 1km segments makes the race feel doable. Rob agrees that big guys can make up ground on the sleds, though at its core, HYROX is a running race with stations in between.
47:45 - Can SteelFit Land a HYROX Booth?

Ben credits HYROX's growth to its timing alongside CrossFit and its strong brand partnerships. Rob calls it a global phenomenon and notes that Myprotein is its biggest supporter in the supplement space.

SteelFit wants in, too. Rob keeps submitting the contact form for a booth, and when he met members of HYROX's technology team, they told him the organization grew so fast that sponsorship requests piled up. He hopes to make it happen next year. Mike can't believe Rob is struggling to give them money, but Rob calls it a good problem for HYROX to have.
49:15 - Topicals for HYROX and Creatine on the Skin

Ben floats a HYROX topical, and Rob agrees there's room for something that targets the inevitable cramps. When Mike asks about topical pump gels, Rob mentions Guns of Steel, which SteelFit is phasing out as it moves away from hardcore bodybuilding.

Creapure is researching topical creatine, plus creatine for hair care, and Rob thinks SteelFit could eventually launch a creatine topical once the science matures. For now, he says consumers aren't ready for creatine on their skin. Ben jokes that the industry already has protein pasta sauce, and Mike suggests keeping a formula ready to move fast. Rob adds that when he talked with the Creapure team at the Arnold this year, the research centered on muscle.
51:30 - Creatine for Kids and Protein on Hold

Asked about creatine for children, Rob says he doesn't give it to his young kids. He sees no reason at their stage of life, and they get enough from meat and other protein. They do eat plenty of lion's mane gummies, though.

Mike misses SteelFit's old protein flavors and big vertical tubs. Rob wants to bring protein back, but the math doesn't work right now. His last quote came in at $32.15 before packaging components, while customers expect to pay about $39.95 with free shipping. Mike's take is that everyone will have to pay more.
52:45 - Direct to Consumer, Not TikTok Shop

SteelFit sells mainly direct to consumer, with online resellers like iHerb covering international customers, plus a handful of mom-and-pop stores. Ben notes that DTC lets a brand hold on to more margin.

TikTok Shop is another story. Rob feels he missed the TikTok wave, and the platform even booted him over his username. He says some brands sell well there, while others mainly build a halo for investors or retailers, and a self-funded brand without big retail partners can't afford to give away product at a loss. Mike thinks sweaty cream videos could go viral, and Rob says they do, but TikTok keeps pulling SteelFit's creams under its rules on weight-management products.
55:30 - Lessons from Fungies: Inventory and Cash Flow

According to Rob, Fungies taught him that retail comes down to inventory and cash flow. Forecasting demands constant attention, which is why SteelFit recently hired someone to handle it. Orders came in weekly, and when a gummy manufacturer pushed a due date back even 10 days, the stress piled up.

Getting on shelves is only half the battle. Moving product takes couponing, BOGOs, and online promotions, which makes retail tough without outside funding. Ben adds that many commenters could probably formulate their own pre-workouts, but cash flow, ordering, stock levels, and timely fulfillment drive about 90% of a supplement company's success.
57:15 - AI Tools for a Self-Funded Brand

Rob says tools like Claude and other AI analytics platforms give a founder visibility into everything, enough that he feels bad for marketing agencies. It keeps him accountable, though keeping up can feel overwhelming. He uses both ChatGPT and Claude and likes letting them butt heads.

Mike jokes that you almost need to be unemployed to keep up with the AI frontier, and Rob says today's kids have a gold rush in front of them. Mike sees AI as an equalizer: people have shown him nearly the same Claude-built peptide research site four or five times. When everyone has a "150 IQ buddy", the differentiators become creativity, marketing, and building an audience.
59:15 - Execution Over Novel Ideas

Ben points out that AI models learn from other people's ideas, so they rarely produce anything novel. Ask for a pre-workout unlike anything on the market, and you'll still get beta-alanine and citrulline. AI shines at execution and data analysis, though. Ben's AI-generated Instagram carousels drew about 150,000 views in a week, and he's exploring automating the process with Claude in Chrome.

Rob calls AI a game changer for SteelFit's Shopify site, where it writes new code for upsell widgets, mobile menus, and promotions. Mike has been building more with these tools for Bevlab, and he says Claude Opus 5.5 is the first model whose code feels good enough for everything they need.
1:02:30 - Perfect Shaker and a New SteelFit Logo

Mike thanks Darren Thompson and Perfect Shaker, the PricePlow Podcast's 2026 sponsor, for supporting the show. Perfect Shaker is also making Rob a custom stainless steel shaker with SteelFit's new logo laser-etched on it. Mike is a big fan of the refreshed logo, especially its taller, more vertical "S".

Rob has already sent the artwork over and says Darren and the whole Perfect Shaker crew are great to work with. A steel shaker for a brand called SteelFit feels about right.
1:03:15 - Shredded Steel Gets a Facelift

Before signing off, Rob shares one more update: SteelFit is reformulating its entire capsule weight-management line for a New Year launch, including Mike's longtime favorite, Shredded Steel®.

A personal mix-up helped drive the change. About six months ago, Rob got distracted while filling his weekly pill organizer and accidentally took two servings of Shredded Steel before the gym. SteelFit now uses clear vegetarian capsules instead of the old color-matched black and red caps, so the pills all look alike. The double dose left him feeling rough for a full day, and he decided SteelFit's 35-to-45-year-old audience doesn't need anything that intense.
1:04:30 - Yohimbine, Steel Dreams, and January Launches

Mike's old Shredded Steel review has topped 80,000 views, and the formula also earned PricePlow's Best Fat Burner of the Year. He liked that it used straight yohimbine HCl at a solid dose instead of alpha-yohimbine. Ben points out that Mike loved Steel Dreams, too, but Rob retired that sleep aid a while ago as the market shifted toward other formats and compounds.

The current capsule lineup includes Shredded Steel, Steel Core®, Steel Slim®, and Hydra Steel, which SteelFit is rebranding as Steel Dry. Expect old-school trademarked fat-burning ingredients PricePlow hasn't seen in years, with a January 2027 target if manufacturing cooperates. Rob signs off by inviting Ben to join a squad for HYROX Miami next year.

Where to Follow and Learn More

Connect with Rob Kaufman and SteelFit

LinkedIn: Rob Kaufman
Instagram: @iamsteelfit
SteelFit Website
Instagram: @steelfitusa
LinkedIn: SteelFit
SteelFit on PricePlow - Sign up for news alerts
Fungies on PricePlow

Resources Mentioned

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Thanks to Rob Kaufman for finally joining us, and to SteelFit for sponsoring an episode about its own comeback. Hearing the full story, from Pro Tan's posing oil to the Fungies exit, was a long time coming. We'll break down Steel Hydrate's formula next, and we'll be watching for SteelFit's reformulated capsule lineup in January 2027.

The PricePlow Podcast is also powered by Perfect Shaker, our 2026 podcast sponsor. See their stainless steel shaker cups at PerfectShaker.com, or hear how Darren Thompson built the company in Episode #209.

Subscribe to the PricePlow Podcast on any platform, sign up for SteelFit news on PricePlow, and leave us a great review on iTunes and Spotify!

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

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Video: Rob Kaufman on SteelFit’s Comeback

Detailed Show Notes: SteelFit Founder Rob Kaufman Is Still Fit

0:00 - Introductions

0:45 - Growing Up Around Pro Tan

2:15 - From College Hoops to the Family Business

3:30 - Why SteelFit Spun Off from Pro Tan

5:30 - What "Skin Fitness" Means

8:00 - The Clean Rebrand Reaches the Creams

9:15 - How Abs of Steel Works

10:15 - Five Years Building Fungies

12:30 - Still Fit Through Every Season of Life

14:00 - Wellness Is Great, But Where's the Pump?

16:00 - Hands-On Manufacturing in South Florida

18:15 - Rebuilding the Lineup from the Top Down

20:00 - Why Peak ATP and Nitrosigine

21:30 - Inside the Steel Fuel Formula

23:15 - Training for HYROX in His Thirties

25:15 - Ahead of the Curve with Steel Releaf

28:15 - Early to Mushroom Gummies, Too

29:15 - What Does "Wellness" Even Mean?

31:00 - No Smoke and Mirrors

32:45 - Creapure Across the Creatine Lineup

34:00 - Quality at a Price People Can Afford

36:30 - Steel Hydrate: Aminos Plus Hydration

38:30 - What's Next for the Lineup

39:45 - The Fish Oil Supply Squeeze

41:30 - Informed Sport and Creatine's Comeback

43:00 - Breaking Down a HYROX Race

45:15 - The Mental Side of HYROX

47:45 - Can SteelFit Land a HYROX Booth?

49:15 - Topicals for HYROX and Creatine on the Skin

51:30 - Creatine for Kids and Protein on Hold

52:45 - Direct to Consumer, Not TikTok Shop

55:30 - Lessons from Fungies: Inventory and Cash Flow

57:15 - AI Tools for a Self-Funded Brand

59:15 - Execution Over Novel Ideas

1:02:30 - Perfect Shaker and a New SteelFit Logo

1:03:15 - Shredded Steel Gets a Facelift

1:04:30 - Yohimbine, Steel Dreams, and January Launches

Where to Follow and Learn More

Connect with Rob Kaufman and SteelFit

Resources Mentioned

Products Discussed

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All PricePlow Articles Mentioning SteelFit

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