Fitt Insider 248. Michael Brandt, Co-Founder & CEO of Ketone-IQ
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Jul 30, 2024 Michael Brandt, co-founder and CEO of Ketone-IQ, delves into the world of metabolic efficiency and the science behind his innovative energy drink. He discusses the balance between elite athletic performance and mass-market appeal. Michael shares insights on the challenges of scaling their brand while mastering a single product. He also explores strategies for engaging consumers through direct-to-consumer approaches and the importance of scientific validation in the wellness industry. Plus, he reveals exciting future innovations!
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Founding Ketone-IQ Journey
- Michael Brandt began experimenting with biohacking metabolic performance a decade ago, testing various biometrics and diets.
- This led to launching Ketone-IQ with the goal of delivering ketones as a high-performance energy source to consumers.
Starting with Elite Users
- Ketones serve elite athletes and special operators first due to their high energy demands and bespoke fueling needs.
- Success in niche high-performance markets can eventually generalize to mass-market competition, like against major energy drinks.
Elite Research Drives Innovation
- Ketones impact physiological endpoints such as EPO production and angiogenesis, benefiting elite performance and recovery.
- Innovation at the elite level helps develop products later generalized to broader consumer markets.