Advertise on podcast: The PricePlow Podcast

Fans invented a GHOST flavor online, and now it’s in a real life can. And it is phenomenal. On Episode #241 of the PricePlow Podcast, Ben and Mike visit GHOST headquarters in Las Vegas to sit down with co-founder and CEO Dan Lourenço. The visit picks up a conversation the three started at FNIS, and takes it a whole lot further. Dan opens with what he calls the first official flavor review of GHOST Energy Blueberry Cream, a flavor that started as an AI-generated internet rumor before the team decided to actually make it. The flavor is beyond what anyone expected. From there, he previews a rebuilt GHOST Legend platform: a more affordable flagship Legend, a more premium Legend All Out, and a stimulant-free Legend designed for lifters who already bring an energy drink to the gym. The bigger question is how GHOST keeps its identity as energy drinks, protein foods, and major partnerships keep growing. Dan’s answers keep circling back to the fans, and to the 100-year vision he laid out on Episode #143. https://blog.priceplow.com/podcast/dan-lourenco-241 Video: Dan Lourenço at GHOST HQ https://www.youtube.com/watch?v=7iRinmbCbiM Detailed Show Notes: Inside GHOST HQ with Dan Lourenço (0:00) – Introductions (0:45) – The Blueberry Cream Story (3:45) – The First Official Flavor Review (5:45) – Variety Packs and the Walmazon Migration (8:30) – Listening, Credit, and Powder Roots (13:00) – Limited Editions and the 2027 Rotation (14:45) – Flavors for Everyday Drinking (17:30) – The Caffeine-Free Question (25:30) – Rebuilding the Legend Lineup (30:30) – A Stimulant-Free Legend (34:15) – Pump, Global Legend, and Pricing (37:00) – Break-Even Powders and Whey Supply (41:15) – Improving GHOST Protein Bars (45:15) – General Mills Licenses GHOST (47:00) – Ingredient Partners and Peptides (50:15) – Creatine Formats, Gummies, and Food (54:00) – GHOST’s Partner Family (57:00) – Building a 100-Year Brand (1:01:00) – Why Pouches Don’t Fit (1:03:30) – The Yoo-hoo Launch Story (1:06:15) – What’s Next for Protein RTDs (1:11:45) – Fan Requests, Dr Pepper GHOST Energy, and Brand Personality (1:15:30) – AI and Offline Community (1:19:00) – SupplySide and Closing Thanks Where to Follow and Learn More Connect with Dan Lourenço and GHOST Dan Lourenço on LinkedIn Dan Lourenço on X (Twitter) GHOST Lifestyle @ghostlifestyle on Instagram @ghostenergy on Instagram GHOST on PricePlow – Sign up for news alerts Previous Episodes Episode #143: Dan Lourenço on Ghost Legend V4 and the Ghost 100 Year Plan … Read more on the PricePlow Blog

Mitchell Hooper won his second World’s Strongest Man title in April 2026, and he’s the first professional strongman to join the PricePlow Podcast. He’s also a kinesiologist with a master’s degree in clinical exercise physiology, so his answers on protein, creatine, and caffeine come with a clinician’s reasoning behind them. In Episode #240 of the PricePlow Podcast, Mitchell sits down with Ben and Mike alongside Jim McMahon, founder of Fit Foods and Mutant, who first teased Mitchell’s signature line on Episode #215. Mitchell explains how he eats 6,000 calories a day, why he takes 20g of creatine daily while Mr. Olympia (Nick Walker) skips it entirely, and how he times caffeine across a contest. He also gets candid about drug use in untested strongman, the two-point finish that decided World’s Strongest Man 2026, and his upcoming mental health memoir. Then Jim delivers the news. Mutant’s Stronger Series, a product line built around Mitchell, starts with a “creatine plus” formula Mitchell has been testing for almost two years, and it launches at the Arnold in March 2027. Fair warning: the conversation gets explicit at times. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Mutant news alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/mitchell-hooper-240 Video: Mitchell Hooper on Strongman Fuel and the Stronger Series https://www.youtube.com/watch?v=Hr2HbSnsWw8 Detailed Show Notes: Mitchell Hooper and Jim McMahon of Mutant (0:00) – Introductions (0:30) – From Kinesiology to a Surprise World’s Strongest Man Invite (2:15) – From Australian Powerlifting to Strongman (6:15) – A 3:24 Marathon at 230 Pounds (9:00) – Programming Around Unknown Events (10:45) – The Steinstossen and a Well-Rounded Skill Set (13:30) – Eating 6,000 Calories a Day (16:15) – How Much Protein Does a 330-Pound Strongman Need? (19:15) – Why Alcohol Doesn’t Make the Cut (22:15) – Nick Walker, Creatine, and 20 Grams a Day (25:00) – Creatine Retention, PEDs, and the ATP Argument (29:00) – Mutant Protein and Ben & Jerry’s Vanilla (30:45) – Social Media and Sponsors Are a Business (32:15) – Hooper Adaptive Coaching and Hooper Intelligence (34:30) – Inside the App: Decision Trees and an AI Mitchell (38:00) – Lift Heavy, Be Kind (39:15) – Wearables, Sleep Tracking, and Resting Heart Rate (41:00) – WHOOP Advice vs. Real Life (44:00) – Mitchell’s Mutant Supplement Stack (46:30) – Cycling Down to Paraxanthine Before Contests (47:30) – Dosing Caffeine From the Arnold to World’s Strongest Man (49:45) – Contest-Day Drugs and Nervous System Fatigue (53:00) – When the Nervous System Hits Like a Train (58:15) – The Louis Cyr Trophy and What Winning Costs (1:02:00) – Competing Without the Pressure (1:05:00) – How World’s Strongest Man 2026 Came Down to Two Points (1:09:45) – Injuries, Adrenaline, and the Dinnie Stones (1:13:45) – Parents and Built-In Self-Belief (1:16:15) – The Weakest Man on Earth (1:20:00) – Inside the Stronger Series: Creatine Plus (1:22:15) – Ho… Read more on the PricePlow Blog

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. https://blog.priceplow.com/podcast/rob-kaufman-steelfit-239 Video: Rob Kaufman on SteelFit’s Comeback https://www.youtube.com/watch?v=H1yTgJTB1ww 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 … Read more on the PricePlow Blog

Nick Walker is the new Mr. Olympia, and he won the title as a co-owner of Morphogen Nutrition, not just a sponsored athlete. He made sure of that before he ever switched companies. Episode #238 of the PricePlow Podcast brings Nick together with Morphogen founder Ben Hartman, who explained the equity deal from his side in Episode #221. This time, Mike and Ben get Nick’s version: why ownership mattered to him, why he checks on Hartman’s stress during his own prep, and how much say he has in the products carrying his name. Those products include a signature VOLUGEN without creatine, a reworked pump capsule, and a Red Velvet Cheesecake PROTEGEN that Hartman reveals mid-episode. Nick also gets refreshingly blunt about his own habits: a pared-down pre-show stack, very little caffeine, no creatine in years, and zero interest (actual hatred) for protein cookies. Then there’s his post-Olympia food run, which you have to hear to believe. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Morphogen Nutrition news alerts before diving in. https://blog.priceplow.com/podcast/mr-olympia-nick-walker-238 Video: Mr. Olympia Nick Walker Joins Morphogen’s Ownership https://www.youtube.com/watch?v=naKbkCCBqzE Detailed Show Notes: Nick Walker and Ben Hartman on Ownership, Signature Products, and Real Food (0:00) – Introductions (2:00) – Health Phase and Four-Day Training (4:30) – “I Love Carbs” (Just Not Sugar) (6:15) – Equity, Not Another Sponsor Check (8:45) – Nick Checks In on Hartman (10:30) – Flavor, Design, and New Labels (13:00) – Signature VOLUGEN and Six-Cap Pump (14:45) – Nick’s Palate: Pineapple, Orange, Mocha… (16:45) – Red Velvet Cheesecake PROTEGEN (18:00) – Not a Stim Guy: The Coffee Story (20:30) – Signature SKUs, Creatine Flavors, and Wholesale (22:45) – Nick’s Creatine Answer and the SKU Math (24:15) – The Olympia Bump and Targeted Merch (27:45) – Family-First, Even in Business (29:15) – Moving to Vegas, Staying on Plan (31:45) – The Post-Olympia Food Run (34:15) – Nick’s Pre-Show Supplement Staples (36:15) – PRIME as the Anchor (38:00) – “I Have Receipts” (41:15) – No Protein Cookies, Ever (43:00) – Why PROTEGEN Isn’t Commodity Whey (45:00) – PepForm® Made It Taste Better (47:15) – Peptides: Outcome Before Buzzword (49:30) – Reading the PROTEGEN Label (51:45) – Fewer Scoops and Real-World Feedback (54:45) – Protein Muffins and a Custom Shaker (56:15) – Morphogen’s First Arnold Booth Where to Follow and Learn More Connect with Nick Walker, Ben Hartman, and Morphogen Nutrition Instagram: Nick Walker (@nick_walker39) Instagram: Ben Hartman (@morphogenben) LinkedIn: Ben Hartman Instagram: @morphogen_nutrition …… Read more on the PricePlow Blog

Jason Mancuso built Musclesport‘s name on flavor-first Lean Whey, the protein line that turned cereal marshmallows and cannoli cream into a real category. He joined Ben for Episode #208 of the PricePlow Podcast to walk through that story, but this conversation is Mike’s first full sit-down with him, alongside Musclesport EVP and CMO Rob “Franky” Oberholzer. CreaM’D Rice Outperforms Lean Whey?! Musclesport’s Next Big Play A lot’s changed since that visit. The headline: Jason says CreaM’D Rice now outsells Lean Whey unit for unit, a strange turn for a brand built on protein powder. This episode covers how that happened, Musclesport’s push into savory CreaM’D Rice flavors (bacon, egg, and cheese included, built on real egg protein instead of whATey), the wellness-minded Fiber Lean-AM, the revived Lifted brand’s functional pouches and a possible energy drink, and a candid look at protein pricing, inventory strategy, and what Jason wants Musclesport to become next. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Musclesport alerts before diving in. https://blog.priceplow.com/podcast/musclesport-jason-mancuso-creamd-rice-237 Video: Jason Mancuso and the Musclesport Team on CreaM’D Rice, Savory Flavors, and What’s Next https://www.youtube.com/watch?v=5vWP5KwPYBQ Detailed Show Notes: Jason Mancuso and Rob Oberholzer of Musclesport (0:00) – Jason Mancuso Returns to PricePlow (1:15) – From McDonald’s to the Supp Chef (8:30) – Muscle Milk, Marshmallows, and Lean Charms (11:00) – Brick and Mortar, Then COVID Hits (16:00) – CreaM’D Rice Becomes the Best Seller (18:00) – Storytelling, Community, and Consistent Flavor (31:15) – Why Musclesport Waited on Clear Protein (34:30) – Lean Whey Gourmet and Protein Economics (43:30) – Fewer Flavors, Smarter Inventory (47:45) – Breakfast in a Bag and the Birth of Lifted (54:00) – Savory CreaM’D Rice Gets Weird (1:04:00) – MSG, Fettuccine Alfredo, and Cheeseburger Territory (1:07:15) – Can CreaM’D Rice Reach Mass Retail? (1:10:30) – Fiber, Wellness, and Musclesport Mornings (1:16:30) – An Energy Drink for Lifted? (1:20:00) – The Vanilla White Whale (1:21:45) – Why Jason Won’t Flavor Anyone Else’s Protein (1:27:15) – Protein Bars, RTDs, and What’s Next (1:33:00) – Perfect Shaker and Closing Where to Follow and Learn More Connect with Jason, Rob, and Musclesport Jason Mancuso on LinkedIn Jason Mancuso (The Supp Chef) on Instagram: @suppchefofficial_ Rob “Franky” Oberholzer on LinkedIn Musclesport on Instagram: @musclesportusa Musclesport on PricePlow – Sign up for news alerts Resources Mentioned Epi… Read more on the PricePlow Blog

Episode #236 of the PricePlow Podcast welcomes back Kris Gethin, the Welsh-born natural bodybuilder, former Bodybuilding.com Editor-in-Chief, and co-founder of Unmatched Supps and Nova Prime Labs. It’s Kris’s first full episode with us since Episode #012 back in 2018, well before Ben joined as co-host, though longtime listeners got an update on his current chapter when Unmatched co-founder Doug Miller stopped by Episode #219 earlier this year. This wide-ranging conversation covers how Kris and Doug built Unmatched around an all-natural, no-sucralose philosophy, why the line between biohacking and being natural keeps blurring, and how Kris’s own protocol includes stem cell therapy, peptides, EMF mitigation, and regular blood donation. Kris also gives PricePlow its deepest look yet at Unmatched’s upcoming Longevity Bar, 16 months in development, plus previews of a reformulated BH2K, an ElectraShred stick-pack launch, and the new Unmatched University education platform. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Unmatched Supps alerts before diving in! https://blog.priceplow.com/podcast/kris-gethin-biohacking-236 Video: Biohacking, Peptides, and the Longevity Bar with Kris Gethin https://www.youtube.com/watch?v=EMiOysYRcwA Detailed Show Notes: Kris Gethin on Unmatched Supps, Longevity, and Biohacking (0:00) – Introductions (1:30) – How Unmatched Supps Came Together with Doug Miller (5:30) – Redefining “Natural” in the Age of Biohacking (9:00) – Trial, Error, and How Kris Found Biohacking (12:15) – Updating the Training Approach: From Low Reps to High Volume (14:30) – What Kris Would Tell His 30-Year-Old Self (17:00) – Stem Cells, Surgery-Free Recovery, and CPI (20:30) – Scaling Academies and Trainer Education in India (23:15) – Inside Kris’s Current Peptide Protocol (26:00) – Biological Age, HRV, and the Limits of Quantified Self (31:00) – Heavy Metals, the Gold Tooth Story, and an Overlooked Toxic Load (36:30) – Turning Off Wi-Fi at Night and the EMF Research Ahead (42:15) – Blood Donation, EBO2, and a Preview of the Ultimate Wellness Conference (47:00) – 16 Months in the Making: The Longevity Bar (54:15) – Why Unmatched Will Never Use Sucralose (1:00:00) – The EMF-Blocking Fanny Pack and Other Travel Must-Haves (1:03:00) – Minimum Viable Biohacking: Sauna, Light, and Grounding (1:09:15) – From Lifting to Iron Man: Building Durability for Endurance Sports (1:13:15) – Injuries, Volume, and Feeling Vindicated (1:20:00) – Swimming Technique and the VASA Trainer (1:25:15) – Navigating Social Media Bans in the Peptide Space (1:26:30) – What’s Next: BH2K, Dissident, and Unmatched University (1:29:30) – Closing Thoughts: The Business Leaders Kris Admires Where to Follow and Learn More Connect with Kris Gethin and Unmatched Supps LinkedIn: Kris Gethin Instagram: @krisgethin …… Read more on the PricePlow Blog

Iovate has a new CEO, and he used the PricePlow Podcast to reveal his company’s biggest weight-management launch in years. On Episode #235, recorded at the inaugural Future Nutra Innovation Summit in Lake Conroe, Texas, Raza Bashir joins us for the fifth time, now as the newly appointed CEO of Iovate Health Sciences, parent company of MuscleTech and Hydroxycut. Raza spent 20 years building Iovate’s R&D engine before taking the top job in June 2026, and he brings that formulator’s mindset straight into unveiling Hydroxycut GLP-1 Elite Shred, a stimulant-light fat burner built around an exclusive ingredient called TheoLim® that Iovate already proved out inside MuscleTech’s own Peptide Series. Joining Mike and Ben is Joey Savage, founder and president of the Future Nutra Foundation, who brings sharp questions of his own about stacking supplements with GLP-1 drugs. The episode also covers Muscle Peptide 185’s move into Walmart, CellTech’s TikTok-driven second life, and the regulatory tightrope Hydroxycut now walks. Subscribe to the PricePlow Podcast on your favorite platform and sign up for MuscleTech and Hydroxycut news alerts before diving in. https://blog.priceplow.com/podcast/raza-bashir-hydroxycut-glp-235 Video: Iovate’s New CEO Unveils Hydroxycut GLP-1 Elite Shred https://www.youtube.com/watch?v=7jtqKOENWg0 Detailed Show Notes: Raza Bashir Unveils Hydroxycut GLP-1 Elite Shred (0:00) – Introductions (0:45) – From Head of R&D to CEO: A 20-Year Path (4:30) – Becoming CEO: Global Compliance and a 90-Day Plan (11:00) – Muscle Peptide 185: MuscleTech’s Peptide Platform Takes Root (15:15) – CellTech’s Viral TikTok Resurgence (19:15) – Inside MuscleTech’s Hands-On TikTok Strategy (21:45) – Unveiling Hydroxycut GLP-1 Elite Shred (27:45) – Learning From Berberine’s “Nature’s Ozempic” Era (32:15) – Could You Stack It With a GLP-1 Drug? (37:00) – Go-To-Market: DTC First, No Exclusive Retailer (42:00) – A Shrinking Category Finding New Life Online (47:30) – How GLP-1 Drugs Reshaped Supplement Safety Perceptions (52:45) – Timing a Fat Burner Launch Around Bulking Season (54:30) – Creatine Peptide 447 and the Theanine Story (1:01:30) – What’s Next: More Peptides, Walmart, and a Callback to Episode 123 (1:04:45) – Closing Thoughts Where to Follow and Learn More Connect with Raza Bashir and Iovate LinkedIn: Raza Bashir LinkedIn: Iovate Health Sciences Instagram: @muscletech Instagram: @hydroxycut MuscleTech.com Future Nutra Foundation – Joey Savage’s nonprofit and organizer of the Future Nutra Innovation Summit MuscleTech on PricePlow – Sign up for news alerts Hydroxycut on PricePlow – Sign up for news alerts Resource… Read more on the PricePlow Blog

Mark LeDoux is back on the PricePlow Podcast, and this time the conversation goes well beyond a pre-workout scoop. In Episode #234, Mike sits down with the founder, chairman, and CEO of Natural Alternatives International (NAI) (the company behind CarnoSyn® Beta-Alanine) for an update on where NAI’s research has gone since Mark’s last appearance on the show. Get Ready for Tingle-Free Beta-Alanine with CarnoSyn® 4X and TriBsyn® The headline is CarnoSyn® 4X, a liposomal beta-alanine engineered for 4x the bioavailability of the standard ingredient, meaning an 800mg dose can deliver the equivalent of a 3.2g loading dose without the paresthesia (tingling) that turns off a huge share of potential users. NAI also markets this technology under a second brand name, TriBsyn®, aimed at the wellness and healthy-aging market rather than sports nutrition. Mark and Mike also dig into why beta-alanine matters more than ever in the GLP-1 era, where rapid weight loss often comes with unwanted muscle loss. As Mike digs in, he realizes that there are dozens of benefits to increased carnosine stores, but in sports nutrition, we only concern ourselves with just one. This ingredient goes a lot further than we give it credit for, and Mark is ready to take it to the next level through NAI’s platform. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NAI alerts before diving in. https://blog.priceplow.com/podcast/mark-ledoux-carnosyn-tribsyn-234 Video: CarnoSyn® 4X, TriBsyn®, and Beta-Alanine’s Next Chapter https://www.youtube.com/watch?v=ZJxPj7i5T5c Detailed Show Notes: Mark LeDoux of Natural Alternatives International (NAI) (0:00) – Introductions (2:45) – GLP-1 Drugs and Muscle Loss (7:15) – CarnoSyn® 4X: No More Tingles (11:45) – TriBsyn®: One Technology, Two Names (14:15) – Clinical Proof: From Chicken Soup to Nursing Homes (18:00) – Brain Health and Cellular Cleanup (20:30) – Mark’s Take on Food Quality (27:30) – Policing Industry Fraud (38:00) – What’s Next: Sarcopenia and Longevity (46:00) – Carnosine’s Hidden Benefits (56:15) – Real-World Proof: FeelGood Company’s Creatine+ (1:04:15) – Cognitive Health and the Stacking Case (1:12:45) – Regulatory Wins and Staying Engaged (1:18:30) – Connecting with Mark and a Final Story Where to Follow and Learn More Connect with Mark LeDoux and Natural Alternatives International LinkedIn: Mark LeDoux LinkedIn: Natural Alternatives International Instagram: @carnosyn Natural Alternatives International on PricePlow – Sign up for news alerts Resources Mentioned Previous Episode: NPA DC Fly-In Day 2024 (Episode #139) TriBsyn®: Official Site CarnoSyn&Acir… Read more on the PricePlow Blog

Joey Savage returns for Episode #233 of the PricePlow Podcast, and he’s got two announcements stacked on top of each other: First: the inaugural Future Nutra Innovation Summit (FNIS), a September 9-11 blend of trade show, educational summit, and lake resort retreat that Joey’s nonprofit built from scratch. Second: Savage Nutra‘s newest ingredient deal, Tensia, a probiotic strain that produces its own nitric oxide from dietary nitrates and already has a home in Alpha Lion‘s newly relaunched SuperHuman Jacked. Ben and Mike get the full download on both. Joey walks through what makes FNIS different from a typical trade show (hint: it’s built more like a tech company retreat than a supply-side booth crawl), then pivots into the science behind Tensia, a second ingredient made from upcycled duckweed protein, and where strain-specific probiotics are headed next. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Savage Nutra alerts before diving in. https://blog.priceplow.com/podcast/joey-savage-fnis-tensia-233 Video: Future Nutra Innovation Summit and the Launch of Tensia https://www.youtube.com/watch?v=hzXwZMTbl38 Detailed Show Notes: Joey Savage on FNIS, Tensia, and Savage Nutra’s Pipeline (0:00) – Introductions (1:45) – What Is the Future Nutra Innovation Summit? (3:45) – Innovation as the Benchmark, Not Just Networking (4:15) – A Lake Resort Built for Serendipity (6:30) – Borrowing From Tech Retreats, Not Trade Shows (8:15) – TED-Style Access and a Skeleton Crew (10:15) – The Flavor Competition: A Chopped-Style Showdown (12:15) – A Nonprofit Built to Fund the Research Gap (15:15) – Planning for a Second (and Third) Edition (17:15) – Building a Showcase-Worthy Production (19:15) – Getting to FNIS: Flights, Hotels, and Registration (21:45) – A Cross-Section of the Industry, Backed by a Nonprofit (26:15) – From FNIS to Savage Nutra: Introducing Tensia (28:15) – How Tensia Produces Nitric Oxide From the Inside (30:00) – Skipping the Two-Hour Wait for Nitrate Conversion (32:15) – From an Estonian Cheese to a US Sports Nutrition Debut (36:15) – Is the Gut Becoming a Precision Fermentation Factory? (40:15) – Z-Biotics and the Case for Designer Probiotics (42:00) – Building Effects Over Time (44:00) – Joey’s Own Regimen: 80mg Plus Nitrates (45:45) – Keeping a Powdered Probiotic Alive and Stable (48:45) – CFU, AFU, and the Push for Better Potency Testing (51:45) – The Shift Toward Designer, Strain-Specific Probiotics (54:15) – Not His Whole Career, and Shipped Fresh From Estonia (55:45) – The Clinical Evidence So Far (and What’s Still Needed) (57:15) – Why Gut Health Baseline Matters for Colonization (1:02:00) – A Second Ingredient: Upcycled Greens From Duckweed (1:06:15) – How Joey Picks What He’ll Distribute (1:09:15) – Closing: Sample Tensia at FNIS Where to Follow and Learn More Connect with Joey Savage and Savage Nutra LinkedIn: J… Read more on the PricePlow Blog

Marc “The Machine” Lobliner returns to the PricePlow Podcast for Episode #232, catching up on everything happening at CleanForm Nutrition and Ketone Labs since his last visit on Episode #186. This episode is sponsored by TruShield™ Certified, the WADA-level banned substance testing program from Eagle Diagnostics and SMRTL, and Marc explains why CleanForm chose it to certify the CleanForm Nutrition goBHB Energy Shot. Mike, Marc, and Ben also crack open cans of Conor McGregor’s new MAC Energy drink, which runs on the same goBHB ketone ingredient that built Marc’s career, alongside PurCaf natural caffeine and Cognizin citicoline. Marc walks through his history fighting amino acid spiking, CleanForm’s full product lineup, a new Purest Creatine partnership with NNB Nutrition, and lessons from his recent hip replacement. TruShield™ Certified App: Easier to Track New Drug-Tested Supplements TruShield™ Certified is also proud to announce the creation of the TruShield™ Certified App, so you can get notified when new products get certified. It’s a wide-ranging catch-up covering testing standards, celebrity-backed formulas, and three decades of supplement industry stories. Subscribe to the PricePlow Podcast on your favorite platform and sign up for alerts before diving in. https://blog.priceplow.com/podcast/marc-lobliner-trushield-certified-shots-232 Video: TruShield™ Certified, MAC Energy, and Marc Lobliner’s goBHB Update https://www.youtube.com/watch?v=MnCXO5JdZhU Detailed Show Notes: Marc Lobliner on TruShield™ Certified, MAC Energy, and CleanForm Nutrition (0:00) – Introductions and Cracking Open MAC Energy (1:15) – BHB, Brain Health, and Recovery Stories (4:00) – An Avocado Oil Scare Puts Testing Front and Center (5:00) – The Amino Spiking Crusade (9:00) – Inside CleanForm Nutrition and the Case for TruShield (13:30) – Choosing TruShield Over BSCG and NSF (18:00) – Inside CleanForm’s Product Lineup (24:00) – Pürest Creatine by NNB Nutrition and Creapure (34:30) – Marc’s Hip Replacement and Recovery Protocol – No Ice! (43:15) – The MAC Energy formula by Conor McGregor (55:15) – BHB, Women’s Health, and Being Early to the Category (59:45) – Marc’s Business Partners Named Mike (1:02:00) – Rob Rogers and the Ketone Labs Comeback (1:04:15) – Sourcing, Marketing, and Old Industry War Stories (1:14:00) – Closing Thoughts: NFL Dosing and Thanks to This Episode’s Sponsor Where to Follow and Learn More Connect with Marc Lobliner, CleanForm Nutrition, and TruShield™ Certified Marc Lobliner on Instagram: @marclobliner Marc Lobliner on LinkedIn CleanForm Nutrition on Instagram: @cleanformnutrition … Read more on the PricePlow Blog

Episode #231 of the PricePlow Podcast is a science deep dive, and this one comes with tons of citations. Dr. Daniel Traylor, a protein and amino acid researcher at DePaul University, joins Jim McMahon of Fit Foods to launch PVL’s ISO CLEAAR, a dairy-free protein drink built around Leuvate, Traylor’s leucine-forward essential amino acid blend making its first commercial appearance. Traylor has spent close to 15 years studying how fast different protein sources and amino acid forms show up in the bloodstream, and this episode walks through that research paper by paper, from a 2012 dose-threshold study out to Traylor’s own ongoing GLP-1 crossover trial. McMahon, who’s been building Fit Foods since 1996 (he joined us on Episode #215 to talk protein price shocks and the Mutant story), explains why he built ISO CLEAAR around collagen, pea, and fava protein instead of whey, and why absorption speed matters as much as total EAA content. Subscribe to the PricePlow Podcast on your favorite platform and sign up for PVL and Leuvate news alerts before diving in. https://blog.priceplow.com/podcast/daniel-traylor-leuvate-231 Video: Dr. Daniel Traylor and Jim McMahon on Leuvate and ISO CLEAAR https://www.youtube.com/watch?v=UI0lwdat2lc Detailed Show Notes: Dr. Daniel Traylor and Jim McMahon on Leuvate, ISO CLEAAR, and the Science of Fast Amino Acids (0:00) – Introductions (0:30) – From the Football Field to Sports Science (7:45) – The Gummy Idea, a Patent, and a Fateful Email (14:45) – A Postdoc at McMaster and the Birth of Leuvate (19:45) – Why EAAs Drive Muscle Growth (and Why Speed Matters) (26:45) – Jim McMahon on Recovery Speed and 33 Years of Whey (34:15) – Leuvate’s First Human Study: The 2021 Feeding Trial (37:00) – Why 1.5 Grams of Leucine? The Threshold Research (40:00) – How Low Can You Go? Lower Doses and a 2022 Biopsy Study (46:15) – Adding Vitamin D3 to the Mix (50:15) – Does Timing Matter? Protein Windows and Recovery (56:00) – How Much Protein Do You Actually Need? (1:00:45) – Sestrin2: How Muscle Cells Actually Sense Leucine (1:02:15) – The Disability Threshold and Why “Older” Is Relative (1:07:45) – Revisiting the Amino Acid Spiking Controversy (1:14:00) – Why Collagen and Plant Protein Instead of Whey (1:17:30) – How a Trade Show Meeting Led to ISO CLEAAR (1:21:15) – Bringing Glycine and Taurine Back Into the Conversation (1:22:45) – Inside the ISO CLEAAR Label: EAAs, CEAAs, and a Flavor-First Approach (1:25:15) – Does Collagen Actually Support Muscle Protein Synthesis? (1:30:30) – Dan’s Ongoing Research Into GLP-1 Users and Muscle Preservation (1:33:30) – Inside the Three-Arm Leuvate and GLP-1 Crossover Study (1:38:00) – Protein’s Role Beyond Building Muscle (1:47:15) – Third-Party Validation: Health Canada, USP, and Strong Science (1:49:00) – Dan’s Advice for Aspiring Ingredient Entrepreneurs (1:53:45) – Closing Thoughts and Where to Find Everyone Where to Follow and Learn More Connect with Dr. Daniel Traylor and Jim McMahon … … Read more on the PricePlow Blog

Whey protein isolate keeps getting more expensive, and the reasons go deeper than most people realize. In Episode #230 of the PricePlow Podcast, Mike and Ben sit down with Kyle Failla, Head of Commercial at Perfect Day, to unpack why whey protein prices have climbed so far, and what the company’s new precision fermentation plant means for the supply side of the equation. Perfect Day’s ingredient, ProFerm™, is a fermented version of beta-lactoglobulin (BLG), the dominant and most anabolic fraction of whey protein. Instead of pulling BLG from cow’s milk, Perfect Day grows it in a fermentation tank using a genetically engineered fungus, sidestepping the cheese production bottleneck that’s been squeezing whey supply for years — especially with cheese consumption dropping in the GLP-1 drug era. Kyle walks through the science, the regulatory approvals across five countries, why Perfect Day went quiet for two years, and how the company’s new manufacturing plant changes its ability to serve the sports nutrition, GLP-1, and RTD markets at scale. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Perfect Day alerts before diving in. https://blog.priceplow.com/podcast/perfect-day-protein-kyle-failla-230 Video: Kyle Failla on Perfect Day’s ProFerm and the Whey Protein Crisis https://www.youtube.com/watch?v=fD5fQzZaw5w Detailed Show Notes: Kyle Failla on ProFerm, Precision Fermentation, and the Whey Protein Crisis (0:00) – Introductions (1:15) – What Is ProFerm? Beta-Lactoglobulin Explained (4:15) – The Whey Protein Supply Crisis (9:15) – Tariffs, Glucose, and Precision Fermentation’s Edge (11:30) – Why Perfect Day Skips Cheese Entirely (14:15) – Inside the Fermentation Tank (18:30) – Safety Data and Global Regulatory Approvals (22:30) – A Second FDA GRAS Filing (24:30) – Why Perfect Day Went Quiet for Two Years (32:00) – Building Perfect Day’s Own Plant (37:15) – Finding the Right Brand Partners (39:15) – K-Tropix, Set Protein, and the Shot Boom (44:45) – Can Perfect Day Move the Market? (49:45) – Scaling Faster Than Dairy Plants (54:00) – A Kids’ Shot and Protein-Plus Ideas (55:00) – Pure Genius, Chromium Picolinate, and Avoiding Copycats Where to Follow and Learn More Connect with Kyle Failla and Perfect Day LinkedIn: Kyle Failla Instagram: @perfectdayfoods LinkedIn: Perfect Day Perfect Day on PricePlow – Sign up for news alerts Resources Mentioned ProFerm™ by Perfect Day: Precision-Fermented BLG and the New Plant That Changes the Protein Supply Math Myprotein “Whey Forward”: Animal-Free Protein Made with Fermented BLG by Perfect Day (PricePlow’s first coverage of Perfect Day’s ingredient, 2022) Chromax Chromium Picolinate: 25+ Years of Insulin Sensitivity Improvement …… Read more on the PricePlow Blog

NNB Nutrition CEO Jake Mulder and Chief Brand Officer Dustin Elliott join us for Episode #229 of the PricePlow Podcast, recorded live at IFT FIRST 2026 in Chicago. It’s the second of two conversations we recorded with NNB on-site. The first, Episode #227, dug into Shawn Wells’ science-first philosophy. This one turns to the business side of building an ingredient supplier: how NNB scales dipeptides like DL185 Dileucine and the newly trademarked VasoRush, why the company favors ingredients that already exist in nature over new dietary ingredient filings, and how a tightening global whey supply is pushing brands toward clarified plant proteins like NNB’s clear pea protein. Jake and Dustin also walk through the flavor science behind SweetVantage+, NNB’s brazzein-enhanced stevia system built to mask some of the worst-tasting (and most effective) ingredients in the industry, and look back at how far the company has come since it first started working with PricePlow back in 2019. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in. https://blog.priceplow.com/podcast/jake-mulder-dustin-elliott-nnb-nutrition-229 Video: NNB Nutrition Talks Business, Manufacturing, and Flavor Science at IFT FIRST 2026 https://www.youtube.com/watch?v=l-qUhVvrGNc Detailed Show Notes: Jake Mulder and Dustin Elliott on NNB Nutrition’s Growth (0:00) – Introductions (2:45) – Why Dipeptides Are Winning the Peptide Conversation (10:00) – Dileucine’s MuscleTech Launch, One Year Later (16:30) – Inside NNB’s Global Manufacturing Playbook (19:45) – C8Vantage: The MCT Powder Built for One Customer (21:15) – Fiber, Postbiotics, and Defending a Precision Fermentation Moat (24:45) – The Protein Crisis: Proprietary Blends, Whey Supply, and Clarified Plant Proteins (31:45) – Precision-Fermented Dairy and PeptiClear’s Second Act (37:00) – Dileucine Meets ClearPea: New Sarcopenia Research (48:30) – The Hardest Ingredients to Flavor, and How Reb M9 Changed the Game (51:45) – Brazzein, SweetVantage+, and the Formulator’s Guide to Natural Sweeteners (59:15) – Customizing SweetVantage+ and What’s Next for NNB Where to Follow and Learn More Connect with Jake Mulder, Dustin Elliott, and NNB Nutrition LinkedIn: Jake Mulder LinkedIn: Dustin Elliott Instagram: @nnbnutrition NNB Nutrition on LinkedIn NNB Nutrition on PricePlow – Sign up for news alerts NNBNutrition.com Resources Mentioned Episode #227: Shawn Wells Breaks Down GLP-1 Drag – Part 1 of this two-part IFT FIRST 2026 series Episode #192: NNB Nutrition’s Pure, Potent, Precise Revolution … Read more on the PricePlow Blog

Darin Decker returns to the PricePlow Podcast for Episode #228, his fifth appearance on the show and his first since becoming VP of Sales at Alpha Lion. He joins Mike and Ben for a full walkthrough of the biggest SuperHuman relaunch in years: five reformulated pre-workouts, a rebrand from black to red, and the debut of a new ingredient called Tensia. Alpha Lion built its name on SuperHuman, and starting July 31, the entire sub-brand gets a V2 treatment. SuperHuman Original, Pump, Extreme, Jacked, and Burn all return with updated formulas, a new Superhuman Energy System, and packaging built around the idea that red means activation. Jacked adds PeptiPump and the novel probiotic-derived Tensia alongside its existing PeptiStrong content, while Burn stays untouched because, as Darin puts it, you don’t fix something that isn’t broken. Decker also walks through Alpha Lion’s pricing overhaul, its GNC weight-management win with the Burn2O system, and why the brand is leaning into retail instead of chasing Meta ad spend. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Alpha Lion alerts before diving in. https://blog.priceplow.com/podcast/darin-decker-superhuman-228 Video: Darin Decker Unveils the New Red SuperHuman Lineup https://www.youtube.com/watch?v=Jz68mzZXxDo Detailed Show Notes: Darin Decker Returns for the SuperHuman Relaunch (0:00) – Introductions (1:00) – Betting on Powdered Pre-Workout, Not Beverages (3:15) – Why Superhuman Is Getting Its Own Spotlight (5:30) – Same Burn, New Name: The Superhuman Energy System (7:15) – Solving Superhuman’s Pricing Puzzle (11:45) – Jacked Gets a Peptide-Powered Muscle Focus (12:30) – The Storyteller Hire: How Darin Landed at Alpha Lion (17:00) – Winning Weight Management at GNC (20:45) – Formulating Alongside GLP-1s, Not Against Them (22:30) – Why Meta Ads Don’t Move Pre-Workout (26:30) – Retail as De-Risking: Dodging the Amazon Trap (29:00) – Keeping the Fun (and Flavors) Alive (31:15) – Dialing In Caffeine, Servings, and Delayed Release (34:30) – Tensia: A Probiotic That Makes Its Own Nitric Oxide (37:00) – Jacked as Burn’s Muscle-Building Sibling (38:15) – Not Every Pre-Workout Should Do Everything (42:30) – Vincamine, Collabs, and a Famous Equity Partner (45:00) – “Blocking and Tackling”: Alpha Lion’s Back-to-Basics Playbook (46:45) – Superhuman Core: The Amazon Entry Point (56:30) – Launch Timeline: July 31 Online, August In Stores (58:15) – Pre-Workout vs. Energy Drinks: Is the Category Still Growing? (1:02:30) – Slow and Steady: Why Hardcore Pre-Workout Users Aren’t Going Anywhere (1:04:30) – Darin’s Own Stack, Flavor Renames, and Ditching Artificial Colors (1:08:00) – Unveiling the Red Tub: Black Was the Warm-Up, Red Is the Switch (1:11:15) – A Stallone Movie Powers the Rebrand (1:13:00) – Final Thoughts and What’s Next Where to Follow and Learn More Connect with Darin Decker and Alpha Lion LinkedIn: Darin Decker Instagram: @alpha.lion … Read more on the PricePlow Blog

Episode #227 of the PricePlow Podcast takes us back to the NNB Nutrition booth at IFT First 2026 in Chicago, where Shawn Wells sat down with Mike and Ben for the first of two conversations recorded on-site. This one skips the usual business updates (that’s what part two, with Dustin Elliott and Jake Mulder, covers) and goes straight for the theoretical side of things: where Wells thinks the next several years of supplement innovation are headed, and the problems NNB’s science team wants solved before anyone else notices they exist. Shawn Wells’ Working Theories, and Where NNB Nutrition Takes Them Wells has built a working framework around what he calls “GLP-1 Drag”, three linked theories covering muscle loss, mitochondrial fatigue, and dopamine flattening in people using GLP-1 medications. From there, the conversation covers precision fermentation’s takeover of the herbal extract market, a buccal pouch platform built around fast-absorbing nootropics and stimulants, and an unplanned detour into flush niacin and nicotine pouches. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NNB Nutrition news alerts before diving in. https://blog.priceplow.com/podcast/shawn-wells-glp-1-drag-227 Video: GLP-1 Drag, Precision Fermentation, and What’s Next for NNB Nutrition https://www.youtube.com/watch?v=1YN6_wqnDkA Detailed Show Notes: Shawn Wells on GLP-1 Drag and the Future of NNB Nutrition (0:00) – Introductions (1:15) – NNB’s Unicorn Growth and the Shift to Pure, Potent, Precise (3:15) – Why Precision Fermentation Is Replacing Herbal Extracts (7:45) – Turning Competitors Into Customers (9:15) – Adaptogens Over Stimulants (11:45) – What Shawn Wells Calls “Mitochondrial Drag” (13:45) – GlucoVantage: A Post-GLP-1 Solution (17:45) – Titrate Down: Why Quitting GLP-1s Cold Backfires (19:15) – Dopamine Flattening and the Post-GLP-1 Comedown (20:45) – Ben and Mike on Their Own GLP-1 Experiences (25:45) – DL185 Dileucine and the Muscle-Sparing Stack (31:45) – Inside the Buccal Pouch: Paraxanthine, Alpha-GPC, and Huperzine A (38:15) – AmeriPouch, Troches, and the Nicotine Pouch Boom (41:45) – Flush Niacin as a Possible Nicotine Off-Ramp (44:15) – What’s Next: GAA, 4-Hydroxyisoleucine, and Pure 6-Paradol (48:45) – The Case for Mood and “Shift in State” Beverages (52:45) – Blue Light Glasses, Health Transformations, and Hyrox Goals Where to Follow and Learn More Connect with Shawn Wells and NNB Nutrition LinkedIn: Shawn Wells Instagram: @shawnwells NNB Nutrition Website Instagram: @nnbnutrition LinkedIn: NNB Nutrition NNB Nutrition on PricePlow – Sign up for news alerts Resources Mentioned Episode #048: Shawn Wells Upcoming Stimulant & The Energy Formula … Read more on the PricePlow Blog