The Exact Reason Why 99% of Businesses Fail

The Formulator Behind Gold's Gym Supplements Explains Every Ingredient Decision

What does it actually take to build a supplement line worthy of a 60-year legacy?  Kenny Carter, Director of Product Innovation at Gold's Gym, breaks down the full  formulation philosophy behind the Gold's Gym supplement line — from why citrulline is dosed at 8g, to why creatine belongs in a gummy instead of a pre-workout, to the role AstraGin® plays in making every other ingredient work harder. In this episode, Kenny covers: → The "gold, silver, bronze" dosing framework — and what most brands get wrong → Why AstraGin® is in the pre-workout (and why most brands skip gut health entirely) → The creatine gummy: why it exists, and the pH-stable pectin process behind it → Natural caffeine vs. synthetic — and what it means for how you feel mid-workout → The "less is more" philosophy for younger athletes → Where the Gold's Gym supplement line is headed: RTDs, protein snacks, hydration → What it was like to walk into the Mecca for the first time — and never leave Kenny trained at Gold's Gym Venice Beach for a decade before moving into product development. He's been formulating for science-first sports nutrition brands ever since. This conversation goes deep on what separates ingredients that belong on a label from ones that actually move the needle. --- NuLiv Science is the maker of AstraGin® — a patented ingredient derived from  Panax notoginseng and Astragalus membranaceus, shown to support amino acid  absorption in the gut. Learn more at nulivscience.com. --- Chapters: 0:00 Intro & flavor tasting 2:15 Rapid fire: fitness questions with Kenny 9:00 Gold's Gym Venice — The Mecca experience 18:45 From personal trainer to Director of Product Innovation 26:00 The clinical dosing framework: gold, silver, bronze 33:30 Why AstraGin® is in the pre-workout 38:00 Creatine gummies: the science and the manufacturing challenge 46:00 Natural caffeine and the "no crash" design goal 52:00 Younger athletes and the "less is more" philosophy 58:30 RTDs, format expansion, and what's next for Gold's Gym 1:04:00 The genesis: "How could this fail?"

The Exact Reason Why 99% of Businesses Fail

In this episode, we dive deep into the supplement industry with Drew Peters, a powerhouse in the world of sports nutrition and health optimization. Drawing from his extensive expertise, Drew shares the "ugly side" of the supplement business, his personal protocol for staying lean at 50, and the secrets behind formulating the perfect pre-workout. Meet our Guest: Drew Peters is a renowned industry figurehead and formulator holding several key roles: * Owner of VG Nutraceuticals * Chief Science Officer for Vital Source Nutrition, Beast Bites, and Zenos Health * Expert Consultant for global brands like Dragon Pharma What You’ll Learn: The "Three-Prong" Pump Strategy: Why most pre-workouts fail by only targeting one pathway and how to maximize vasodilation, muscle fullness, and nitric oxide retention Gummy Science vs. Marketing: The massive manufacturing hurdles of putting clinical doses into gummies and why stability is a "slurry" nightmare. Longevity at 65: Why Drew maintains 11–12% body fat year-round and his "desert island" list of essential supplements: Creatine, NMN, and high-grade Curcumin. The Business Trap: Why 99% of brands fail within 24 months due to cash flow, scaling struggles, and the impact of private equity on brand culture. Whether you’re an entrepreneur looking to scale a brand or a fitness enthusiast wanting to optimize your protocol, this conversation is packed with "behind the scenes" insights you won't find anywhere else.

How Animal & Smarties Created the Ultimate Creatine Chew | Product Development Q&A

We sit down with Jason Budsock, VP of Product at Animal, at their headquarters in New Jersey, to discuss the science and strategy behind some of the most iconic supplements in the industry. In this podcast: 1. The Smarties Collaboration: Discover how two family-owned New Jersey businesses—Animal and Smarties—partnered to create an authentic, sugar-free creatine chew that mirrors the classic candy's flavor profile. 2. Supplement Formulation: Jason explains the mindset behind developing a formula, balancing the needs of the consumer with retail stakeholders and scientific efficacy. 3. Optimizing the Flagship: Learn why Animal continues to optimize its 40-year-old flagship product, the Animal Pack, to stay on top of the latest trends and science. 4. Daily Supplement Staples: Jason shares his personal non-negotiable supplements, including creatine (20g daily split), Animal Pack, and pre-workouts like Animal Fury. 5. The Future of Animal: A sneak peek into upcoming formats and the new Animal/Universal building and gym opening soon.

The Politics of Supplements with Marc Lobliner

This video features a wide-ranging conversation with supplement industry veteran Marc Lobliner, covering everything from the science of performance to the realities of entrepreneurship and the state of global leadership. A central theme is the concept of "1 + 1 = 3," where specific ingredients like goBHB, creatine, and Astragin can work together to provide benefits for cognition, heart health, and muscle preservation that exceed their individual effects. The conversation explores how global politics and trade regulations directly impact the supplement industry, from the sourcing of containers to the availability and price of high-quality ingredients like creatine. Watch the full conversation and read more on the blog here: https://nulivscience.com/creatine-gobhb-supplement-synergy/

Can This Hybrid Drink Replace Your Energy Drink and Protein Bar?

In this episode, we sit down with Sarvar Nazir, the visionary founder of  @ProxEnergy [https://studio.youtube.com/channel/UC82m2EiVbhabno5VC3ybthg] , to discuss how he is revolutionizing the functional beverage market with the world's first true "hybrid" drink. Sarvar shares the incredible journey of how he went from prototyping formulas in his truck and garage with a SodaStream to launching a professional-grade carbonated protein energy drink. We dive deep into the science behind the formula, including the use of 20 grams of protein and premium ingredients like Senactiv and Alpha-GPC to provide clean, jitter-free energy. For the full breakdown of the conversation and FAQs, read the blog here: https://nulivscience.com/why-prox-is-the-new-standard-for-hybrid-performance-drinks/