TJ Dillashaw: From Fighter to Founder of Wild Society Nutrition | Episode #168

TJ Dillashaw, two-time UFC Bantamweight champion, discusses his transition from elite fighter to supplement entrepreneur with Wild Society Nutrition on Episode #168 of the PricePlow Podcast.

In this episode of the PricePlow Podcast, we welcome TJ Dillashaw, two-time UFC Bantamweight champion turned supplement entrepreneur, to discuss his journey from elite fighter to founder of Wild Society Nutrition. This fascinating conversation explores how TJ’s decades of competition experience, combined with hard-learned lessons about supplement quality and industry practices, led him to create a brand focused on clean, effective products for athletes and health-conscious consumers alike.

TJ shares his evolution from someone who “didn’t really care” about supplementation early in his career to becoming deeply knowledgeable about nutrition and ingredient quality. His frustrations with taking products he wouldn’t personally use, despite being sponsored by major brands, ultimately drove him to create Wild Society with a focus on natural flavoring, natural sweeteners, and third-party testing through Informed Sport certification. The discussion reveals a fighter’s mentality applied to business, emphasizing transparency, quality over margins, and building products that can “outlive” their founder.

Subscribe to the PricePlow Podcast for more conversations with industry innovators who are reshaping the supplement landscape through science, quality, and authentic purpose!

Subscribe to the PricePlow Podcast on Your Favorite Service (RSS)

Apple Podcasts

Spotify

YouTube

https://blog.priceplow.com/podcast/tj-dillashaw-168

Video: TJ Dillashaw Discusses Wild Society and Fighter-to-Founder Journey

Podcast: Play in new window | Download (Duration: 54:45 — 56.3MB)

Detailed Show Notes: From UFC Champion to Supplement Innovator

• 0:00 – Introduction: Welcome TJ Dillashaw

  Table of Contents

  Toggle

  Ben and Mike welcome TJ Dillashaw, two-time UFC Bantamweight champion, to discuss his transition from professional fighter to supplement brand founder with Wild Society Nutrition. TJ immediately demonstrates his deep understanding of the supplement industry, surprising the hosts with his knowledge of industry terminology and business concepts that many athlete-founded brands lack.

  Unlike typical athlete endorsement deals where the fighter stays behind the scenes, TJ reveals he’s actively involved in every aspect of the business, from formulation to retail strategy. This sets the stage for understanding how his 12-year UFC career and lifelong wrestling background since age eight provided the foundation for creating products designed to enhance performance and support long-term health.

  This podcast is sponsored by Informed, whose drug-testing services are used by Wild Society. To learn more, find Episode #162: Olympic Level Supplement Testing: Andy Holmes Explains LGC’s Informed Sport.

• 3:00 – The Garage Education: Learning Beyond the Classroom

  TJ shares how meeting a strength and conditioning coach fundamentally changed his approach to nutrition and supplementation. Despite studying clinical exercise science in college, he learned more in this coach’s garage than in formal education, particularly regarding hormone optimization and performance enhancement through natural means.

  This pivotal relationship taught him to measure and track biomarkers, leading to discoveries about how specific supplementation, diet strategies, and training methodologies could naturally boost hormone levels. TJ explains how this education opened his eyes to the reality that many sponsored products were actually working against his goals, containing artificial sweeteners, artificial flavoring, and low-quality proteins that prioritized margins over athlete health.

  The realization that he was posting about products he wouldn’t personally take due to their poor ingredient quality created an ethical conflict that would eventually drive him toward creating his own brand. This garage education became the foundation for understanding that working with a knowledgeable coach could unlock performance gains that traditional academic learning might miss.

• 6:00 – From Sponsored Athlete to Brand Creator

  

  TJ describes the uncomfortable position of being paid to promote products he discovered were “a bunch of bullshit” that did the opposite of what he wanted for his performance. This experience with major supplement sponsors revealed the disconnect between marketing claims and actual product quality, especially regarding ingredient sourcing and manufacturing standards.

  His transition from athlete to entrepreneur began when he realized he could create better products than the brands sponsoring him. Working with one of these brands toward the end of his career provided insider knowledge of their business practices, ultimately convincing him that he could build both better products and a more sustainable business model.

  The decision to launch Wild Society represented a shift from simply earning sponsorship money to building something with lasting purpose and integrity. TJ emphasizes that retirement felt like “graduation” – an opportunity to channel his championship-level drive into creating products that aligned with his values and performance standards.

• 8:00 – Informed Sport Certification: Doing It Right from Day One

  TJ explains his commitment to Informed Sport and Informed Choice certification from the very beginning of Wild Society’s development. Having witnessed the supplement industry’s ability to “create a bunch of shit in your garage and sell it online”, he wanted to establish credibility and safety standards immediately.

  

  The decision to invest in third-party testing serves multiple purposes: ensuring product quality for consumers, protecting professional athletes who are prohibited from taking non-certified products, and differentiating Wild Society in a crowded market. TJ notes that many brands avoid this extra expense, but he views it as essential for building trust and serving his network of professional athletes and fighters.

  This commitment extends beyond just banned substance testing. TJ emphasizes that Informed certification provides comprehensive quality assurance, from ingredient sourcing to manufacturing facility audits, creating a level of transparency that many supplement companies avoid due to cost considerations.

• 11:00 – Product Development: Creating What He Wished He Had

  TJ reveals that every Wild Society product exists because he personally wanted it during his fighting career. This “selfish” approach to product development ensures authenticity and practical application, rather than chasing market trends or maximizing profits through cheap ingredients.

  His focus on staying current with scientific research drives product formulation, particularly around high protein diets and clean ingredient sourcing. The Caveman Eats product line exemplifies this philosophy – air-dried ribeye with just two ingredients (beef and salt) that allows him to maintain his protein intake while traveling without compromising on quality.

  TJ’s approach to protein supplementation reflects his understanding that while most of his 180 grams of daily protein comes from whole foods, strategic supplementation is necessary to meet his goals. This led to creating different protein products for specific purposes: concentrates for daily use, isolates for training, and collagen for beauty and recovery applications.

• 14:00 – The Clear Whey Revolution

  

  The development of Wild Society’s Clear Whey Isolate came from TJ’s first experience with this format in 2023. His amazement at discovering a protein powder that “tasted more like an electrolyte powder” led to creating an enhanced version with added electrolytes for comprehensive post-workout support.

  This product combines 20 grams of protein with 520 milligrams of essential electrolytes (sodium, potassium, and magnesium), addressing both protein synthesis and hydration needs in a single serving. The naturally flavored and sweetened formula maintains Wild Society’s commitment to clean ingredients while providing a refreshing alternative to traditional “milky gut bomb” protein powders.

  TJ positions this product as particularly appealing to demographics that might be put off by conventional protein powders, especially women and health-conscious consumers who want effective supplementation without the heaviness typically associated with whey proteins.

• 16:00 – The Business Partnership Evolution

  TJ explains how Nathan Ring, whom he recruited from Clean Juice corporate, became his business partner after their juice store venture was crushed by COVID-19. Opening their grand opening on February 15th, just one month before shutdown, taught them valuable lessons about resilience and adaptation that they applied to building Wild Society.

  This partnership expanded to include strategic advisors who were impressed with their rapid growth and market penetration. TJ’s approach mirrors his fighting career strategy of “surrounding myself with the best” – recruiting top-tier coaches and advisors to maximize performance and minimize blind spots.

  His board of advisors includes Craig Weatherup (former CEO of Pepsi), Brock Weatherup, Anthony Bucci (creator and seller of RevZilla), and other successful entrepreneurs who provide guidance on scaling, e-commerce, and market strategy. This “championship team” approach applies the same principles that made him successful in fighting to building a sustainable business.

  

  TJ Dillashaw, two-time UFC Bantamweight champion turned Wild Society Nutrition founder — bringing Informed Sport certified supplements to athletes

  Mike comments that this is a brand built to last and go beyond TJ’s likeness, noting that in TJ’s first fight with Renan Barao, there’s a MusclePharm logo on the mat, and that brand is now defunct. TJ actually explains that many of his ideas came when he was trying to help MusclePharm towards the end of their run, and knew he could do better with where the market was heading.

• 19:00 – Natural Market Strategy: Building for Sprouts and Beyond

  TJ reveals his strategic decision to build Wild Society for the natural retail sector from day one, specifically targeting Sprouts Farmers Market and Whole Foods specifications. This meant formulating without artificial sweeteners, artificial flavors, or other ingredients on these retailers’ “kill lists.”

  This approach serves multiple strategic purposes: proving the business model works beyond his core UFC demographic, validating product quality at the highest retail standards, and demonstrating that if products meet Sprouts’ requirements, “they’re good enough for everyone’s pantries.” The strategy also appeals to health-conscious consumers who shop at these premium natural retailers.

  The success of this approach is evident in Wild Society’s rapid retail expansion – reaching over 3,000 doors in just 10 months across Sprouts, Vitamin Shoppe, and GNC. TJ notes that his demographic isn’t typically the “soccer moms” shopping at Sprouts, making this success even more significant for proving broad market appeal.

• 22:00 – Demographic Understanding and Market Expansion

  TJ demonstrates sophisticated understanding of his market positioning, acknowledging that his UFC fanbase may not align perfectly with natural retail shoppers. His strategy involves educating followers about health and wellness principles beyond just promoting products, positioning himself as a trusted source for nutrition advice and lifestyle optimization.

  

  The discussion reveals how TJ leverages his platform to promote broader health education, from training and recovery protocols to sleep optimization and whole food nutrition. This educational approach builds genuine value for his audience while naturally leading them toward products that support these lifestyle principles.

  His expanding retail presence in GNC and Vitamin Shoppe represents a return to his roots, as these were the stores where he shopped as a young athlete. This nostalgic connection adds authenticity to the brand story while reaching consumers actively seeking performance nutrition products.

• 25:00 – The Self-Worth Journey and Entrepreneurial Purpose

  TJ opens up about how competition provided self-worth throughout his life, from youth wrestling through his UFC career. The transition from having clear opponents and training camps to finding purpose in entrepreneurship represents a significant psychological shift that many retired athletes struggle with.

  Building Wild Society provides the same sense of purpose and morning motivation that championship pursuits once did. TJ describes needing goals and challenges that create the drive to “wake up in the morning with a purpose,” similar to preparing for fight camps with specific opponents and timelines.

  This introspective discussion reveals how entrepreneurship can serve as a healthy outlet for competitive drive, channeling the same intensity that made him a champion into building something lasting and meaningful for his family and community.

• 28:00 – The Longevity Protein: Innovation with Heart

  

  TJ introduces Wild Society’s most ambitious product, the Longevity Protein Powder, describing it as “the most clinically studied product we’ve created.” This comprehensive formula combines 20 grams of whey protein isolate, 10 grams of collagen protein, 5 grams of creatine, lactoferrin, urethane A, and milk globulin in a single serving.

  The product was specifically created “for the love of a father” – designed for people who want to maintain their health and vitality to be present for their families as long as possible. TJ shares the personal story of his father “Hazardous Hal,” a 67-year-old contractor who continues acting like he’s 20 despite numerous injuries and surgeries.

  This formulation addresses multiple aspects of aging: maintaining skeletal muscle mass, supporting cognitive function through creatine, promoting joint health via collagen, and enhancing gut health with lactoferrin. The product exemplifies TJ’s philosophy of creating comprehensive solutions rather than requiring customers to purchase multiple separate supplements.

• 30:00 – Family Legacy and Personal Stories

  TJ shares heartwarming stories about his father’s wild lifestyle and how “Hazardous Hal” earned his nickname through various accidents and adventures. From jumping off 100-foot cliffs to falling off ladders while doing roofing work, his father’s resilience and determination to keep going despite injuries inspired the development of products supporting active aging.

  The Longevity Protein specifically targets the challenges TJ sees his father facing – difficulty getting up from chairs, joint pain, and the physical toll of decades of hard work and adventure. By combining multiple research-backed ingredients, the formula aims to address these issues comprehensively rather than requiring multiple separate products.

  This personal connection to product development demonstrates how Wild Society differs from typical supplement companies that chase market trends rather than solving real problems experienced by the founder’s family and community.

• 32:00 – Wrestling Origins, Athletic Foundation, and Mental Toughness

  

  TJ recounts how his wrestling journey began at age eight, following his father to practice and wanting to participate in something his dad was passionate about. This early start in combat sports provided the foundation for his competitive mindset and understanding of how nutrition impacts performance.

  He reflects on how wrestling became deeply connected to his self-worth and identity, leading to a full-ride college scholarship and eventually his transition to MMA when he wasn’t ready for a traditional nine-to-five career. The decision to drop out of graduate school (where he was studying to become a physician’s assistant) to pursue fighting demonstrates his commitment to following his passion rather than conventional paths.

  This background helps explain TJ’s deep understanding of what athletes need from supplementation, as he experienced firsthand the challenges of making weight, optimizing performance, and maintaining health throughout a demanding competitive career.

  TJ provides insight into his famous UFC rivalries, explaining that while he “hated” the confrontational aspects, these experiences built essential mental toughness that now serves him as an entrepreneur. The stress of dealing with former teammates turned rivals, media pressure, and public scrutiny prepared him for the challenges of building a business.

  He describes how the pressure of being champion changed his relationship with fighting, shifting from pure love of the sport to protecting an identity and chasing financial security. This transition from intrinsic to extrinsic motivation affected his enjoyment but provided valuable lessons about handling pressure and expectations.

  The entrepreneurial parallels are clear – building a business requires dealing with constant challenges, putting out fires, and maintaining mental toughness when facing setbacks. TJ views his rivalry experiences as conditioning that prepared him for the psychological demands of entrepreneurship.

• 34:00 – Flow State and Peak Performance

  

  TJ shares his experience of achieving flow state during his first championship victory, describing how everything felt like “slow motion” similar to what Michael Jordan might have experienced. As an eight-to-one underdog with no pressure to win, he was able to enjoy the moment completely without worrying about outcomes.

  The transition from fighting on undercards to seeing his face on a 150-foot poster at MGM Grand created a sense of amazement that allowed him to stay present and perform optimally. This experience of having “nothing in your mind” while being completely engaged represents the ideal state that athletes strive to achieve.

  TJ acknowledges that recreating this level of flow state is extremely difficult, especially once external pressures and expectations increase. His current challenge is finding ways to tap into similar states while building Wild Society, though he recognizes the business highs will never match the intensity of championship competition.

• 37:00 – Training Evolution and Current Routine

  TJ describes his transition from performance-focused training to what he calls “meathead workouts” designed to “look good naked.” With shoulder injuries preventing most martial arts training, he’s focused on building muscle mass that he couldn’t pursue during his fighting career due to weight cutting requirements.

  Walking around at 175-180 pounds compared to his fighting weight of 135 (with walk-around weights of 155-160) gives him 15-20 pounds of additional muscle mass. This represents a fundamental shift from performance optimization to body composition goals, though he still maintains cardio for health and wellness rather than enjoyment.

  His current approach reflects the freedom many retired athletes experience when they can finally train for aesthetics rather than sport-specific performance, though he maintains the discipline and consistency that made him successful as a competitor.

• 38:00 – Manufacturing Transparency with Actus Nutrition

  

  TJ demonstrates unusual transparency by openly discussing his manufacturing partnership with Actus Nutrition, explaining that he’s “not scared” of sharing this information because his success comes from execution rather than secrecy. He emphasizes that while his products can be “recreated,” his commitment to small margins and high quality creates a business model that’s difficult for competitors to replicate profitably.

  His decision to bring camera crews to Actus Nutrition for a documentary showcases his commitment to transparency and quality. The fact that this production is being created by the UFC demonstrates the significance of his post-fighting success and provides valuable marketing opportunities for Wild Society.

  TJ notes that not all manufacturers can achieve Informed Sport certification due to facility contamination with banned substances, making Actus Nutrition’s capabilities particularly valuable for serving professional athletes and health-conscious consumers who demand third-party testing.

• 40:00 – Women’s Health and Supplement Science

  TJ reveals his understanding of how supplementation benefits differ between men and women, particularly regarding osteoporosis prevention, muscle mass maintenance, and the emerging research on creatine for women approaching or experiencing menopause. This knowledge influences his product development and marketing strategies.

  He shares the story of creating grass-fed, grass-finished liver capsules specifically for his wife’s anemia issues, combining natural iron and copper sources with added vitamin C to enhance absorption. This approach provides a gentler alternative to synthetic iron supplements that can cause digestive distress.

  

  Andy Holmes, Business Development Manager for LGC Science’s Informed certification programs, comes onto the PricePlow Podcast Episode #162 and discusses the rigorous testing protocols and quality assurance measures that make Informed Sport, Informed Choice, and Informed Protein the global gold standards in supplement certification.

  TJ’s philosophy of listening to your body’s response to supplementation resonates throughout this discussion. His advice to stop taking products that cause bloating or digestive issues reflects his practical, results-oriented approach to nutrition and supplementation.

  Mike notes that their advanced longevity protein includes iron transport protein lactoferrin, which was discussed on Episode #167.

• 43:30 – Recovery Protocols and Infrastructure

  TJ provides a tour of his impressive recovery setup, including a hyperbaric chamber capable of reaching 2.2 atmospheric pressures, red light therapy, cold plunge, sauna, hydrogen machine, and Normatec boots. This comprehensive approach to recovery reflects his understanding that healing happens during rest periods rather than just during training.

  His explanation of how diet-induced inflammation can interfere with injury recovery demonstrates sophisticated understanding of the connection between nutrition and healing. By minimizing inflammatory foods and supplementing strategically, he optimizes his body’s ability to recover from both workouts and surgical procedures.

  The investment in a hard hyperbaric chamber represents his commitment to long-term health and brain protection, especially considering the concussion risks associated with his fighting career. His recent Pranova full-body scan revealed excellent brain health despite his combat sports background.

• 47:00 – Energy Drinks and Market Positioning

  

  TJ discusses Wild Society’s naturally sweetened energy drink featuring 100 milligrams of caffeine from organic green tea, enhanced with alpha-GPC and L-theanine for sustained energy without jitters. While uncertain about the product’s long-term future due to market competition, he created it to satisfy his own need for a clean energy option.

  The energy drink market’s saturation with major players makes it challenging for smaller brands to compete, leading TJ to focus on products where Wild Society can establish stronger market positions. His pragmatic approach to product line management reflects his business acumen and willingness to prioritize resources effectively.

  This discussion reveals TJ’s understanding that not every product idea needs to become a permanent part of the lineup, and that successful brands require strategic focus rather than trying to compete in every category simultaneously.

• 50:00 – Caveman Eats: The Unexpected Hero Product and Supply Chain Challenges

  TJ introduces Caveman Eats, describing it as “a 20-ounce ribeye in a bag” – air-dried grass-fed, grass-finished ribeye with only beef and salt as ingredients. This product delivers 95+ grams of protein in a five-ounce bag, providing the equivalent of a full steak in a convenient, shelf-stable format.

  The macronutrient profile (19 grams of protein, 8 grams of fat per serving, with five servings per bag) creates a more satisfying and flavorful product than traditional lean jerky options. The higher fat content from ribeye provides better taste and satiety compared to lean cuts typically used in jerky production.

  

  TJ admits he “couldn’t believe” how well this product performs at retail, outselling their protein powders four-to-one at Sprouts. The success demonstrates strong consumer demand for convenient, high-quality protein sources that align with current dietary trends like carnivore and high-protein eating patterns.

  TJ reveals the challenges of keeping up with Caveman Eats demand, including being out of stock on his website for over two months. His recent purchase of 20,000 pounds of ribeye demonstrates the scale required to meet current demand and expand into additional retail channels like Amazon.

  The product’s success creates both opportunities and challenges – while sales are excellent, the high cost of premium ribeye makes inventory management and cash flow critical considerations. TJ’s willingness to invest heavily in inventory shows his confidence in continued growth and market demand.

  This discussion highlights the operational complexities that successful supplement companies face when products exceed expectations, requiring careful balance between maintaining stock levels and managing working capital in a growing business.

• 53:00 – Future Vision and Brand Building

  TJ emphasizes that Wild Society must “outlive” him as a founder, requiring the brand to appeal to broader demographics beyond his UFC fanbase. His success in natural retail channels like Sprouts proves the products can succeed with consumers who may not know his fighting background.

  The brand’s “Wild Society” name reflects his vision of serving anyone “wanting to chase their goals in life” rather than being confined to traditional expectations. This inclusive positioning allows the company to grow beyond sports nutrition into general health and wellness categories.

  

  TJ’s documentary project with the UFC represents valuable marketing and brand building, showcasing the entrepreneurial journey of a retired fighter and potentially inspiring other athletes to pursue business ventures with the same intensity they brought to competition.

Where to Follow and Learn More

• Wild Society Nutrition: wildsocietynutrition.com
• Wild Society Nutrition on PricePlow
• Instagram: @wildsocietynutrition
• TJ Dillashaw: @tjdillashaw
• Retail Locations: Sprouts Farmers Market, Vitamin Shoppe, GNC
• Caveman Eats: Currently available at Sprouts Farmers Market (website restocking soon)

Thank you to TJ Dillashaw for sharing his journey from UFC champion to supplement entrepreneur and providing insights into building a brand based on authentic personal experience and uncompromising quality standards. Thank you also to Informed for supporting the show — head back to Episode #162 with Andy Holmes to learn more.

Stay tuned for more episodes of the PricePlow Podcast featuring industry innovators who are reshaping supplement development through science, transparency, and genuine purpose!

Subscribe to the PricePlow Podcast on Your Favorite Service (RSS)

Apple Podcasts

Spotify

YouTube