The PricePlow Podcast

In the grand finale of our 2025 GNC Global Conference coverage, Mike and Ben deliver a comprehensive three-part episode that captures the full spectrum of the supplement retail ecosystem. From seasoned franchisees with decades of frontline experience to cutting-edge product innovation from MuscleTech, this conversation showcases why the supplement industry thrives on authentic relationships and genuine innovation. Part 1 features powerhouse franchisees Eric Miller (33 years, Philadelphia market), Benny Farzad (14 years, Dallas-Fort Worth), and Laura Dalton (23 years, Raleigh, North Carolina) sharing their insights on what makes successful supplement brands and how social media has transformed consumer education. Part 2 shifts to Florida franchisee Mona Bailey and Nutralabz Chief Revenue Officer Ben Benedict discussing regional market trends and the GR8 Lifestyle product experience. Part 3 concludes with MuscleTech’s Raza Bashir providing exclusive previews of revolutionary effervescent technology and upcoming innovations that have him more excited than ever in his 17-year career. This episode perfectly encapsulates the community-over-competition mentality that defines the modern supplement industry, demonstrating how authentic partnerships between brands, retailers, and consumers create sustainable success. Special thanks to Nutralabz for hosting us at their booth and facilitating these incredible conversations. https://blog.priceplow.com/podcast/gnc-global-conference-franchisees-177 Video: GNC Global Conference Finale – The Complete Industry Perspective https://www.youtube.com/watch?v=MIv2s9AEB6A Detailed Show Notes: From Retail Floors to R&D Labs (0:00) – Introductions: The Frontline Franchisees (2:30) – The Three Pillars of Brand Success (5:00) – Social Media’s Impact on Consumer Education (8:15) – Early Access and Exclusive Partnerships (9:30) – GR8 Lifestyle and Basic Supplements Performance (12:00) – The Personal Touch: Community Integration and Customer Service (14:30) – The Evolution of Creatine Acceptance (16:00) – Essential Supplement Recommendations (18:00) – Part 2: Florida Franchise Success with Mona Bailey (21:30) – Regional Market Dynamics: Florida vs. Other Markets (24:00) – GR8 Lifestyle Products: Mona’s Experience (27:30) – Creatine Education and Women’s Market Expansion (31:00) – Upcoming GR8 Product Preview (34:00) – Part 3: MuscleTech Innovation with Raza Bashir (37:30) – EFF’N Creatine: Revolutionary Effervescent Technology (42:00) – Flavor Science and Technical Innovation (45:30) – EuphoriQ V2: Strategic Yohimbe Integration (50:30) – Future Innovation Preview: Peptides and Beyond (54:00) – Industry Collaboration and Community Building Where to Follow and Learn More Eric Miller: Philadelphia GNC Franchisee (33 years experience) Benny Farzad: LinkedIn | Instagram: @gnc_prestonwood, @gnc_fraternitry Laura Dalton: LinkedIn | Instagram: @gncdaltonfranchiese Mona Bailey: Lin… Read more on the PricePlow Blog

In this two-part Episode #176 of the PricePlow Podcast, we explore Gremin, the breakthrough dual polyphenolic ingredient from Zeus Hygia that’s revolutionizing sports nutrition recovery. First, we sit down with Dr. Arun Kanth, founder of Zeus Hygia, to dive deep into the science behind this patent-pending combination of curcumin and green coffee extract. Then, we hear from Tyshawn Bryant, founder of Green Regimen, who shares his personal experience testing Gremin and how it led to his company’s expansion into India. This episode reveals how Zeus Hygia’s proprietary BioFusion Technology solves the notorious bioavailability challenges of curcumin while combining it with chlorogenic acid from green coffee extract, bringing curcumin to the sports nutrition space in proper fashion. With clinical studies showing 60% pain reduction, 21.5% improvement in muscular endurance, and accelerated muscle recovery, Gremin represents a significant advancement in plant-based sports nutrition ingredients. The conversation also explores the entrepreneurial journeys of both founders and the growing collaboration between innovative ingredient companies and passionate brand builders. https://blog.priceplow.com/podcast/zeus-hygia-gremin-arun-kanth-tyshawn-bryant-176 Video: Gremin’s Breakthrough Science and Real-World Results https://www.youtube.com/watch?v=Upc5P11Bc-w Detailed Show Notes: The Science and Story Behind Gremin (0:00) – Introduction: Welcome to Zeus Hygia and Gremin (1:15) – Arun’s Scientific Background and Journey (4:30) – The Humble Beginnings: Starting Without Backing (6:00) – Choosing Curcumin: The Obvious Starting Point (8:30) – The Sports Nutrition Gap: Identifying Plant-Based Opportunities (10:30) – Patent-Pending Innovation: Combination and Technology (12:45) – The First Company to Combine Green Coffee and Curcumin (14:30) – Clinical Evidence: Two Published Human Studies (16:30) – Comprehensive Performance Testing and Biomarkers (19:30) – Neutral Taste and Formulation Advantages (21:15) – Commercial Success and Market Applications (23:00) – Gummy Applications and Dosing Flexibility (24:30) – Venture Funding Announcement and Future Plans (26:15) – Stadice: The Mango-Based Cognitive Ingredient (28:15) – Connecting with Tyshawn Bryant (29:45) – Zeus Hygia Contact Information and Social Media (33:00) – Part 2: Tyshawn Bryant and the Green Regimen Story (33:45) – Green Regimen’s Origin: A Personal Health Crisis (36:00) – From Green Smoothies to Elite Lifestyle Protein (38:30) – The Entrepreneurial Learning Curve (40:30) – Elite Lifestyle Nutrition: The Complete Formula (42:30) – Lessons from the Failed Kids Product (44:00) – The Taste Challenge in Plant-Based Proteins (46:15) – The Secret Weapons: Coconut Water and No Stevia (48:30) – Green Regimen Energy and Focus: Clean Stimulation (50:00) – Actazin: The Kiwi-Based Gut Health Innovation (51:30) – Ben’s Kiwi Sleep Discovery (53:15) – The Zeus Hygia Connection: Introducing Gremin (55:45) – The Intensity Chal… Read more on the PricePlow Blog

On Episode #175 of the PricePlow Podcast, we sit down with Juan Benítez-García, Chief Sales Officer, and Sini Möttönen, Senior Application Scientist from Solar Foods at IFT First 2025 in Chicago. Broadcasting from the Sensapure Flavors booth, we explore the revolutionary Solein® protein that’s literally made “out of thin air”. This isn’t your typical alternative protein story. Solar Foods has achieved what seemed impossible: creating complete, high-quality protein without farms, animals, or even plants. Using ancient Finnish microbes and renewable electricity, they’ve developed a process that bypasses photosynthesis entirely, producing protein that’s 80% pure with a complete amino acid profile including 20% BCAAs. The result is a golden-colored powder with exceptional nutritional density, including naturally high levels of iron and vitamin B12. Our conversation reveals how biomass fermentation differs from precision fermentation, why Solein® tastes creamy with subtle nutty notes, and how this technology earned NASA recognition for feeding astronauts on Mars missions. From ice cream to protein bars, Juan and Sini demonstrate the versatility of this groundbreaking ingredient while explaining why it represents a fundamental shift toward sustainable, location-independent protein production. https://blog.priceplow.com/podcast/solar-foods-solein-175 Video: Solar Foods Brings Protein “Out of Thin Air” to IFT First 2025 https://www.youtube.com/watch?v=ZQ3hlgn0cZI Detailed Show Notes: The Science and Future of Air-Based Protein (0:00) – Introductions: Meeting the Solar Foods Team at IFT First (9:00) – The Science Behind Solein®: How Protein Gets Made from Air (13:00) – Biomass vs. Precision Fermentation: Understanding the Key Difference (18:00) – Nutritional Profile: Why 80% Protein Changes Everything (29:00) – Flavor Innovation: Partnering with Sensapure for Taste Excellence (34:00) – Versatile Applications: From Ready-to-Mix to Ice Cream (43:00) – Protein Bar Innovation: Soft Texture That Lasts (52:00) – Space Applications: NASA Recognition and Mars Mission Potential (1:00:00) – Global Flavors and Ice Cream Success (1:04:00) – Market Timeline and Consumer Availability (1:07:00) – Contact Information and Industry Connections Where to Follow Solar Foods and Connect with the Team Juan Benítez-García: LinkedIn Sini Möttönen: LinkedIn Solar Foods: Company Website LinkedIn Learn more about Solein® on PricePlow Sign up for PricePlow’s Solar Foods news alerts Thank you to Juan and Sini for sharing the incredible story of Solein® and demonstrating how ancient Finnish microbes, renewable electricity, and innovative engineering are revolutionizing protein production. … Read more on the PricePlow Blog

On Episode #174 of the PricePlow Podcast, Mike and Ben sit down with Rachel Schreck (Product Strategic Manager) and Brent Petersen (Vice President of Research) from Glanbia Nutritionals to explore the revolutionary Glanbia Nutritionals Strength Platform that’s transforming how we think about performance ingredients, especially in beverage applications. This powerhouse team brings decades of expertise to discuss four groundbreaking ingredients that finally solve the stability challenges that have plagued creatine and ATP supplementation in ready-to-drink formats. The conversation dives into the science behind CreaBev® (the first beverage-stable creatine), OptiATP™ (encapsulated PEAK ATP® for energy drinks), Collameta™ (highly bioavailable marine collagen tripeptides), and TruCal® (a balanced bone health mineral complex). From Rachel’s journey through food science to Brent’s 25 years of dairy protein innovation, this episode reveals how Glanbia’s advanced encapsulation technologies are opening entirely new product categories for formulators and brands. Beyond the technical breakthroughs, we explore real-world applications already hitting the market, including FitAid RX with CreaBev technology, and hear Mike’s personal collagen and glycine supplementation journey that led to immediate experiential benefits. This episode showcases how authentic ingredient innovation, combined with transparent partnerships like those with Basic Supplements and GR8 Lifestyle, is driving the next evolution in functional beverages. https://blog.priceplow.com/podcast/glanbia-nutritionals-strength-beverages-174 Video: Glanbia Nutritionals Strength Platform Deep Dive https://www.youtube.com/watch?v=sKU5126dPFw Detailed Show Notes: Revolutionizing Beverage Stability with Glanbia Nutritionals (0:00) – Introduction to Glanbia Nutritionals Powerhouse Team (2:45) – Exploring Bioactives and Global Innovation Infrastructure (6:00) – Innovations in Protein Processing and Extrusion Technologies (8:30) – The Evolution of Creatine in Beverages: A Decades-Long Challenge (11:30) – CreaBev®: The Stability and Efficacy Breakthrough (14:45) – Consumer Experience and Product Development Philosophy (17:30) – OptiATP™: A New Frontier in Energy Drinks (29:45) – Exploring Beverage Applications of Protein Ingredients (32:00) – Understanding OptiATP™ Dosage and Claims in Beverages (35:30) – Innovative Beverage Formulations with OptiATP™ (39:00) – Stability and Storage of OptiATP™ in Beverages (42:00) – Introduction to Collameta™: The Future of Collagen (45:00) – The Benefits of Tripeptides in Collagen Supplementation (50:00) – Glycine and Its Role in Energy and Recovery (52:30) – Heavy Metals in Collagen: Addressing Safety Concerns (53:45) – Innovations in Collagen Supplements and Market Opportunities (55:15) – The Appeal of Collagen Gummies and Consumer Preferences (57:30) – Exploring Other Applications for Collagen Beyond Supplements (58:30) – The Peptide Tr… Read more on the PricePlow Blog

On Episode #173 of the PricePlow Podcast, Mike and Ben dive deep into the world’s most researched supplement with Mirko Holzmüller and Stefan Schweyer from Creapure, the premium creatine monohydrate brand manufactured by AlzChem in Germany. This comprehensive conversation explores everything from the unique German manufacturing process that delivers 99.99% purity to the expanding research showing creatine’s benefits far beyond athletic performance. As creatine experiences a renaissance with growing interest from women, elderly populations, and health-conscious consumers, Mirko and Stefan provide insider insights into what sets Creapure apart from generic alternatives. From the coal-and-lime production process in Bavaria to the rigorous testing protocols that ensure every batch meets pharmaceutical-grade standards, this episode reveals why leading brands like Nutristat choose Creapure as their exclusive creatine source. The discussion covers optimal dosing strategies, debunks common myths about loading phases, and explores emerging research on post-viral fatigue, cognitive function, and healthy aging. Whether you’re a supplement industry professional or someone curious about creatine’s expanding applications, this conversation offers unprecedented access to the science and manufacturing expertise behind the world’s most trusted creatine brand. https://blog.priceplow.com/podcast/creapure-173 Video: Inside Creapure – The Science of Premium Creatine Manufacturing https://www.youtube.com/watch?v=rJe2nesRtkw Detailed Show Notes: Creapure’s Manufacturing Excellence and Scientific Leadership (0:00) – Introduction: Meeting the Creapure Team (5:00) – AlzChem’s Foundation: More Than Just Creatine (10:00) – Creatine Fundamentals: Energy Currency for Body and Brain (15:00) – Personal Dosing Strategies: Beyond the Standard Five Grams (20:00) – Understanding Creatine’s Unique Energy Profile (25:00) – Manufacturing Excellence: The German Advantage (30:00) – Purity Standards: 99.99% Excellence (35:00) – Quality Control and Contamination Prevention (40:00) – Market Trends and Consumer Education (45:00) – Research Partnerships and Scientific Leadership (50:00) – Creatine Forms and Research Evidence (55:00) – Practical Use and Dosing Strategies (60:00) – Product Forms and Delivery Methods (65:00) – Quality Assurance and Brand Protection (70:00) – Regulatory Compliance and Health Claims (75:00) – Future Directions and Consumer Access Where to Follow Creapure and Learn More Creapure Website: Creapure.com Instagram: @Creapure Email: info@creapure.com Mirko Holzmüller: LinkedIn Stefan Schweyer: LinkedIn Educational Resources: Creapure Manufacturing Process AlzChem Company Overview … Read more on the PricePlow Blog

On Episode #172 of the PricePlow Podcast, recorded at the 2025 GNC Global Conference, Mike and Ben sit down with Eric Morato of Sports Nutrition Distributors (SND) and Jack Sehgal of Nutralabz to explore the complex world of Latin American supplement distribution. This conversation provides an insider’s look at one of the most promising yet challenging international markets for supplement brands. Eric, with over 15 years of experience in Latin American distribution, shares the realities of expanding into a region comprising 32 different countries, each with unique regulatory requirements, cultural preferences, and market dynamics. From his Miami-based operation, SND has become the bridge between American supplement brands and Latin American consumers, representing major names like Glanbia, Iovate, Dymatize, and Premier Protein. The discussion reveals how Basic Supplements has successfully entered 17 Latin American countries through SND’s expertise, demonstrating the power of strategic international partnerships. This episode builds on our previous conversations with Jack, including Episode #156 with Marc Curcio on Basic Supplements’ founding and Episode #160 with Chuck Zhang on Chinese markets, providing a comprehensive view of international supplement distribution strategies. https://blog.priceplow.com/podcast/latin-america-supplements-snd-172 Video: Latin American Distribution Strategies with SND and Nutralabz https://www.youtube.com/watch?v=zS1mpW7qeCU Detailed Show Notes: Breaking Into Latin American Markets (0:00) – Introductions: Meeting the Latin America Expert (2:15) – The Registration Challenge: Why Ingredients Matter First (4:15) – The SND Advantage: Established Relationships and Legal Compliance (6:15) – Manufacturing and Quality: The American Advantage (8:00) – Price Sensitivity and Market Dynamics (10:00) – Brand Prestige and Consumer Psychology (12:00) – The Loyalty Factor and Long-Term Partnerships (14:15) – WhatsApp Commerce and Digital Distribution (16:00) – Educational Investment and Market Development (17:30) – Flavor Adaptation and Cultural Preferences (19:00) – Partnership Execution and Market Support (21:00) – Labeling and Brand Presentation (23:00) – International Market Visits and Relationship Building (24:00) – Digital Commerce and Technology Adoption (25:00) – Wellness Trends and Market Evolution (27:00) – Regulatory Challenges and Caffeine Restrictions (29:00) – Market Development Patience and Long-Term Strategy (30:45) – Innovation and Product Development Cycles (32:00) – Growth Trajectory and Market Expansion Where to Follow SND and Learn More Sports Nutrition Distributors: Website SND Global: Facebook Contact: WhatsApp 305-748-3776 Jack Sehgal: LinkedIn Related Episodes: …<… Read more on the PricePlow Blog

In this major episode of the PricePlow Podcast, Mike and Ben visit Arjuna Natural’s Dallas headquarters for an in-depth exploration of botanical innovation and scientific excellence. Joined by Nipen Lavingia (VP of Brand Innovation), Bennito Russo (Head of Sales), and Keely Johnson (VP of Sales & Marketing), this conversation reveals why Arjuna Natural has become a leader in standardized botanical extracts, particularly with their groundbreaking Shoden ashwagandha and industry-standard BCM-95 turmeric. Shoden: The Experiential Ashwagandha with Withanolide Glycosides The discussion spans from the fundamental challenges of botanical standardization to the cutting-edge science behind withanolide glycosides and enhanced bioavailability. With over 95 clinical studies on BCM-95 and multiple international trials on Shoden, Arjuna Natural demonstrates how rigorous science and innovative extraction methods can transform traditional botanicals into precise, effective ingredients. At the end, the team also previews exciting future developments, including women’s health research and their upcoming OkraVive ingredient for mitochondrial support. https://blog.priceplow.com/podcast/arjuna-naturals-shoden-ashwagandha-171 Video: Inside Arjuna Natural’s Botanical Innovation https://www.youtube.com/watch?v=QIXZjS0RC1A Detailed Show Notes: The Science Behind Standardized Botanicals (0:00) – Introduction: Welcome to Arjuna Natural (1:45) – The Evolution of Botanical Extracts (4:00) – Ashwagandha Market Evolution and Consumer Education (8:15) – Introducing Shoden: The Science Behind the Name (12:00) – Glycosides vs. Aglycones: The Bioavailability Revolution (17:15) – Pharmacokinetic Studies: Head-to-Head Comparisons (21:30) – International Clinical Research Strategy (27:45) – Women’s Health Focus and Hormonal Research (33:15) – Dosage Evolution: From High to Low (38:00) – Safety Profile and Addressing Liver Toxicity Concerns (43:30) – Introducing Shoden-R: Root-Only Innovation (47:45) – BCM-95: The Gold Standard in Turmeric (52:00) – Generic vs. Branded Botanicals: Quality Considerations (56:15) – Future Innovation: OkraVive and Mitochondrial Health (1:00:30) – Applications and Market Opportunities (1:04:00) – Trade Shows and Industry Engagement Where to Follow Arjuna Natural Nipen Lavingia: LinkedIn Bennito Russo: LinkedIn Keely Johnson: LinkedIn Arjuna Natural: Website, LinkedIn, and @arjuna_natural on Instagram Follow Arjuna Natural on PricePlow: PricePlow.com/arjuna-natural Key articles: Ashwagandha Evolution: Shoden and the Rise of Glycoside-Enhanced Extracts … … Read more on the PricePlow Blog

On Episode #170 of the PricePlow Podcast, we had the opportunity to sit down with GNC CEO Michael Costello at the 2025 GNC Global Conference in Orlando, Florida, for an eye-opening conversation that reveals why this supplement-using industry leader truly is “one of us”. Michael’s journey from a volleyball-playing creatine customer in the 1990s to chemical engineer at Clorox to CEO of America’s most iconic supplement retailer represents one of the most authentic leadership stories we’ve encountered. The GNC CEO Who Takes Creatine and Understands GLP-1 This episode, part of our ongoing four-part podcast series that began with Episode #169 featuring Jack Sehgal and Ben Benedict of Nutralabz, showcases how Michael’s consumer-first philosophy and science-driven approach are transforming GNC’s relationship with both franchisees and customers. From his early days buying “suspect” creatine when people thought it might be “steroids” to his current mission of refocusing GNC on consumer needs, Michael’s story demonstrates the power of authentic leadership rooted in genuine industry passion. The conversation explores GNC’s unique franchise-corporate hybrid model, the strategic positioning around GLP-1 medications, and Michael’s vision for making GNC the trusted destination for personalized supplement guidance. His insights into ingredient trends, consumer education, and the critical importance of knowledgeable staff reveal why GNC remains essential in an increasingly crowded marketplace. https://blog.priceplow.com/podcast/gnc-ceo-michael-costello-170 Video: GNC CEO Michael Costello Shares His Consumer-First Vision https://www.youtube.com/watch?v=rU1j_OaTGJ4 Detailed Show Notes: Michael Costello’s Mission to Refocus GNC (0:00) – Introduction: Meeting GNC’s CEO at Global Conference (1:00) – GNC’s Unique Franchise-Corporate Hybrid Model (4:15) – Personal Journey: From Volleyball Courts to Corporate Leadership (8:00) – Professional Evolution: From Clorox to GNC (10:15) – The GNC Turnaround Strategy: Refocusing on Consumers (12:00) – The Power of Personalized Guidance vs. Big Box Retail (13:45) – Strategic Positioning Around GLP-1 Medications (16:45) – Ingredient Trends and Science-Based Decision Making (18:15) – Daily Routine and Leadership Philosophy (19:45) – Healing the Corporate-Franchise Relationship (21:30) – The Global Convention Philosophy (22:00) – Future Vision and Call to Action: Give GNC Another Chance Where to Follow Michael Costello and GNC Michael Costello: LinkedIn GNC: Website Related Episodes: Jack Sehgal & Ben Benedict – Nutralabz Story – Episode #169 Jose Antonio – ISSN & Creatine History – Episode #137 Thank you to Michael for sharing his remarkable journey and vision for GNC’s future. His combination of personal supplement experience, scientific background, and consumer-focused leadership provides a blueprint for retail success in the modern supplement in… Read more on the PricePlow Blog

In Episode #169 of the PricePlow Podcast, Mike and Ben sit down with industry veterans Jack Sehgal and Ben Benedict at the 2025 GNC Global Conference to explore the remarkable journey behind Nutralabz and its two breakthrough brands: Basic Supplements and GR8 Lifestyle. This conversation reveals the strategic thinking, authentic partnerships, and “daily driver” philosophy that have rapidly transformed these concepts into successful retail brands. Jack, CEO of Nutralabz and the manufacturing powerhouse behind both brands, shares his evolution from behind-the-scenes manufacturer to brand storyteller, while Ben Benedict brings his extensive GNC franchise background and sales expertise as the newly appointed Chief Revenue Officer. Together, they’ve created what they call a “brand house” – a strategic approach to developing multiple brands that serve different consumer needs without competing against each other. The discussion dives deep into the revolutionary “daily driver” concept that sparked Basic Supplements, the premium lifestyle positioning of GR8, and the unique eight-ingredient formula constraint that has become central to their product development philosophy. From the authentic friendship forged over a Ruth’s Chris dinner to the community-over-competition mentality that’s reshaping industry relationships, this episode offers rare insights into modern supplement brand building and the power of strategic partnerships. https://blog.priceplow.com/podcast/jack-sehgal-ben-benedict-nutralabz-gr8-gnc-169 Video: Jack Sehgal & Ben Benedict Share the Nutralabz Story https://www.youtube.com/watch?v=K1gmJdhIJsQ Detailed Show Notes: Building the Nutralabz Brand House (0:00) – Introductions: From Buffalo to GNC Global Conference (0:45) – Ben Benedict’s Journey: From Sneaker Sales to Supplement Industry Leadership (4:10) – The Jack and Ben Partnership: Two Years from Concept to Reality (5:50) – Jack’s Evolution: From Behind-the-Scenes to Brand Storyteller (8:30) – The Daily Driver Revolution: Addressing Market Overcomplexity (10:30) – Basic Supplements Philosophy: Transparency and Simplicity (14:00) – GR8 Lifestyle: Premium Performance for Modern Lifestyles (18:30) – The Eight-Ingredient Constraint: Innovation Through Limitation (22:30) – Community Over Competition: Reshaping Industry Relationships (25:00) – Manufacturing Excellence and Brand Differentiation (29:30) – Real-World Retail Success: Consumer and Retailer Feedback (34:00) – PricePlow’s Product Development Partnership (38:00) – International Success and Growth Strategy (40:30) – The Brand House Vision: Future Expansion Plans (43:30) – Lessons Learned and Strategic Focus (47:00) – Industry Evolution and Future Outlook Where to Follow and Learn More Jack Sehgal: LinkedIn Ben Benedict: LinkedIn Basic Supplements: Learn about Basic Supplements on PricePlow … … Read more on the PricePlow Blog

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! https://blog.priceplow.com/podcast/tj-dillashaw-168 Video: TJ Dillashaw Discusses Wild Society and Fighter-to-Founder Journey https://www.youtube.com/watch?v=Sc7jThXfLZI Detailed Show Notes: From UFC Champion to Supplement Innovator (0:00) – Introduction: Welcome TJ Dillashaw (3:00) – The Garage Education: Learning Beyond the Classroom (6:00) – From Sponsored Athlete to Brand Creator (8:00) – Informed Sport Certification: Doing It Right from Day One (11:00) – Product Development: Creating What He Wished He Had (14:00) – The Clear Whey Revolution (16:00) – The Business Partnership Evolution (19:00) – Natural Market Strategy: Building for Sprouts and Beyond (22:00) – Demographic Understanding and Market Expansion (25:00) – The Self-Worth Journey and Entrepreneurial Purpose (28:00) – The Longevity Protein: Innovation with Heart (30:00) – Family Legacy and Personal Stories (32:00) – Wrestling Origins, Athletic Foundation, and Mental Toughness (34:00) – Flow State and Peak Performance (37:00) – Training Evolution and Current Routine (38:00) – Manufacturing Transparency with Actus Nutrition (40:00) – Women’s Health and Supplement Science (43:30) – Recovery Protocols and Infrastructure (47:00) – Energy Drinks and Market Positioning (50:00) – Caveman Eats: The Unexpected Hero Product and Supply Chain Challenges (53:00) – Future Vision and Brand Building 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 Mark… Read more on the PricePlow Blog