#217: NuLiv Science's Full Portfolio with Luis Gonzalez - AstraGin, Senactiv, and a Unique Industry Start

NuLiv Science ingredients are everywhere in the modern supplement stack. AstraGin® shows up in pre-workouts, protein powders, energy drinks, and gut health supplements. Senactiv® anchors some of the most performance-focused formulas in sports nutrition. Yet for all that visibility, the brand hasn’t sat down for an in-depth podcast with Team PricePlow for quite some time. Episode #217 brings in Luis Gonzalez, VP of Sales at NuLiv Science, for a 70-minute walkthrough of the NuLiv story and its full ingredient portfolio. Mike hosts solo and the two cover Luis’s path from financial services into supplement sales, the full NuLiv Science ingredient lineup, the evolution of the brand’s research, and every ingredient in the portfolio: AstraGin®, Senactiv®, Zylaria®, InnoSlim®, JointIQ®, Astrion®, and CordycepsPrimeâ„¢. The centerpiece is NuLiv’s most ambitious AstraGin® clinical to date: a 2026 whey protein absorption study documenting 12% to 14% amino acid uptake improvements and a meaningful zonulin reduction across three age demographics. A lot has changed since Episode #059 in 2021. This episode gets you fully caught up, and Luis has a pretty cool story getting into the industry as well. https://blog.priceplow.com/podcast/nuliv-science-luis-gonzalez-217 Video: Luis Gonzalez of NuLiv Science: AstraGin, Senactiv Senolytics, and the Full 2026 Portfolio https://www.youtube.com/watch?v=Et_ErGPaP2I Detailed Show Notes: NuLiv Science’s Full Ingredient Portfolio with Luis Gonzalez (0:00) – Introduction (1:30) – Luis’s Path from Financial Services to NuLiv Science (5:00) – Getting NuLiv Science Into Sports Nutrition (7:15) – NuLiv’s Content-First Strategy (9:30) – The Ghost Connection: How Senactiv Found Its Audience (13:30) – Senactiv: Ten Papers and a Research Arc Unlike Any Other (21:00) – Senactiv Doses: 50mg vs. 100mg (23:30) – Zylaria®: Deep Sleep, GABA Support, and No Next-Day Grogginess (26:00) – AstraGin as Flagship (And the CordycepsPrimeâ„¢ Volume Surprise) (27:30) – The 2026 AstraGin Study: Whey Protein, Amino Acid Absorption, and Zonulin (33:45) – AstraGin for Gut Health and Healthy Aging (38:45) – NuLiv’s Origins: Founded as a Mushroom Company in 1997 (40:45) – MLM Clients, Quality Standards, and Vitafoods Europe (46:45) – JointIQ® and the “Same Plant, Different Compounds” Explanation (50:45) – InnoSlim and the GLP-1 Market Shift (53:45) – NuLiv Ingredients as GLP-1 Adjuncts (57:45) – Grinding the 1099 Hustle: Luis’s Path to VP of Sales (1:01:45) – Formulator’s Corner: The GLP-1 Support Stack (1:05:30) – New Senactiv Research, Astrion Skin Health, and Closing Thoughts Where to Follow and Learn More Connect with Luis Gonzalez LinkedIn: Luis Gonzalez Instagram: @luisjr_fit … Read more on the PricePlow Blog

Balchem makes its first appearance on Episode #216 of the PricePlow Podcast. Tom Druke, Senior Marketing Manager at Balchem’s Human Nutrition & Health division, joins Mike and Ben to cover three flagship branded ingredients: VitaCholine® (choline bitartrate), Albion® Minerals (chelated mineral technology), and a first look at K2VITAL® (vitamin K2 MK-7). Tom walks through Balchem’s growth story: from roughly 30% human nutrition a decade ago to 60-70% today, driven by strategic acquisitions (Albion® in 2016, then Bergstrom Nutrition for OptiMSM® and Kappa Bioscience, which brought K2VITAL®, in 2022). He also explains the New York Jets partnership launched in May 2024, which Balchem and the Jets jointly described as the first partnership between an ingredient company and a major U.S. professional sports team. The choline discussion covers depletion in athletes and knowledge workers, the L(+)-bitartrate vs. DL-bitartrate distinction, the connection to nitric oxide, and what a 2015 published study on visuomotor performance revealed about choline’s role in focus and fine motor coordination. On the mineral side, Tom unpacks Albion’s chelation technology, FT-IR quality verification, and what NOW Foods’ 2022 Amazon audit revealed about third-party magnesium products. This is an educational one, to say the least. Subscribe to the PricePlow Podcast and sign up for Balchem news alerts before diving in! https://blog.priceplow.com/podcast/balchem-vitacholine-216 Video: Tom Druke of Balchem on VitaCholine®, Albion® Minerals, K2VITAL®, and the NY Jets https://www.youtube.com/watch?v=h3FYWarAy0E Detailed Show Notes: Balchem’s Tom Druke on VitaCholine®, Albion® Minerals, and K2VITAL® (0:00) – Introductions: Tom Druke and Balchem (3:30) – The New York Jets Partnership (7:00) – Why Choline Is Essential and Widely Deficient (11:15) – VitaCholine® and Natural L(+)-Bitartrate Sourcing (14:30) – Choline Depletion in Athletes and Knowledge Workers (18:00) – The 2015 Focus Study and Cholinergic Signaling (19:00) – GHOST Legend V4: VitaCholine® at 1 Gram (21:00) – L(+)-Bitartrate vs. DL-Bitartrate: Why Isomers Matter (26:15) – Safe Dosing, Upper Limits, and Genetic Factors (31:15) – Choline, Betaine, and Nitric Oxide (34:15) – Albion® Minerals: The Science of Chelation (39:15) – Magnesium Bisglycinate: Deficiency, Bioavailability, and Sleep (42:45) – Quality Verification: FT-IR Testing and the Albion Brand (47:30) – The NOW Foods Amazon Audit: Why Branded Ingredients Matter (50:45) – K2VITAL® and Other Albion® Minerals (1:00:00) – Looking Ahead: Choline Science and Longevity Where to Follow and Learn More Connect with Tom Druke and Balchem Balchem Human Nutrition & Health on LinkedIn Balchem Corporation on LinkedIn Instagram: @balchem.hnh Balchem Human Nutrition & Health Website … Read more on the PricePlow Blog

Jim McMahon turned 60 in early 2026, and his supplement industry experience now spans nearly four decades. He founded Fit Foods Ltd. (parent of Mutant, PVL, Whey Gourmet, and North Coast Naturals) in 1996 with $13,000 and a newborn at home, and built one of the industry’s most disciplined manufacturing operations: 200,000 square feet in Port Coquitlam, BC, roughly 200 employees, and distribution in 70+ countries. This is his first appearance on the PricePlow Podcast, and he doesn’t hold back. In Episode #215 of the PricePlow Podcast, Jim traces the full arc from introducing whey protein to Canada at the 1993 CHFA trade show to signing the Creapure® trademark agreement two days before Prolab. He explains that Mutant’s internal testing found creatine gummies at 28 times the allowable impurity limit, predicts whey protein prices will roughly double within six months, and breaks down the Canadian NHP regulatory system from the inside. Jim also teases a novel pre-workout stimulant nobody has used in sport, Mitchell Hooper‘s upcoming “Stronger” signature line, and a protein extension partnership with Dr. Daniel Traylor of DePaul University. This is a good one — 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/jim-mcmahon-mutant-215 Video: Jim McMahon on 40 Years, Creatine Gummy Quality, and the Whey Protein Avalanche https://www.youtube.com/watch?v=9zUsvh5PlrQ Detailed Show Notes: Jim McMahon, Founder and CEO of Fit Foods / Mutant (0:00) – Introductions (3:15) – First to Market: Whey Protein and Creapure in Canada (11:30) – Founding PVL with $13K, a Newborn, and No Room to Fail (16:30) – The Mutant Mass Origin Story (19:00) – Rich Piana, Big Ron Partlow, and What Mutant Really Sells (31:00) – COVID Lessons and “Happier Lives Through Healthier Living” (33:30) – Why Mutant Won’t Make Creatine Gummies Yet (40:30) – Canadian Supplement Regulation: The NHP System (49:00) – MPL, FDA Reform, and the Case for a Clear Innovation Pipeline (53:15) – Ingredient Science, Creatine Impurities, and the Zero-Sum Fallacy (59:15) – EAAs, Intra-Workouts, and the Shawn Clarida Project (1:02:15) – Inside Mutant’s 200,000-Square-Foot Operation (1:06:30) – The 2009 MusclePharm Near-Insolvency and Why Mutant Went Inward (1:11:00) – Supply Chain Discipline: 97% Fill Rates and a Distribution-First Model (1:17:00) – Quality Over Trends: The Mutant Philosophy on Innovation (1:18:30) – The Whey Protein Price Avalanche (1:28:45) – The Investor Deal: Protecting 200 Teammates and Planning for Continuity (1:37:45) – Title Sponsor for Eight Years: The Arnold Classic and the Camaraderie Mission (1:39:45) – What Does PVL Stand For? (And Teasing What’s Next) (1:42:30) – Mitchell Hooper’s “Stronger” Signature Line (1:47:30) – The Protein Extension Project: Shawn Clarida, Dr. Daniel Traylor, and What Comes After the Avalanche Where to Follow and Learn More Connect with Jim McMahon and Mutant / Fit Foods LinkedIn: Jim McMahon … Read more on the PricePlow Blog

Episode #214 of the PricePlow Podcast goes deep with the two co-founders of NuCelium, a functional mushroom cultivation company operating out of Coldstream, British Columbia. Riley Boudreau and Rob Swiderski join Mike and Ben to explain NuCelium’s biology-first approach to potency and why their full-spectrum growing method can outperform conventional extraction without stripping out a single compound. The conversation covers Rob’s unusual path to mushrooms (he sold his shares in nine restaurants after a vision he attributes to God) and Riley’s journey from mushroom-picking robotics into cultivation science. Together with a founding mycology team carrying over 75 years of combined experience, they’ve built a facility where quality and affordability don’t have to be trade-offs. The headline result: NuCelium’s CordyFuelâ„¢ won the 2025 Cordy Cup with a third-party verified 14.83 mg/g cordycepin reading, the highest in competition history, achieved without extraction. For the full backstory on the company, see our NuCelium brand introduction on the PricePlow Blog, but this discussion is worth your full time. Once you’re done, you’ll be figuring out ways to add CordyFuel and these other top-tier mushroom ingredients to your stack. Subscribe to the PricePlow Podcast on your favorite platform and sign up for NuCelium news alerts on PricePlow before diving in! https://blog.priceplow.com/podcast/nucelium-mushrooms-214 Video: Biology-First Mushrooms with NuCelium’s Riley Boudreau and Rob Swiderski https://www.youtube.com/watch?v=zHqyx2tCS3A Detailed Show Notes: Riley Boudreau and Rob Swiderski of NuCelium on CordyFuel, Full-Spectrum Cultivation, and the Cordy Cup (0:00) – Introductions (4:00) – Riley’s Origin Story: Nepal, Automation, and Mushrooms (12:00) – Rob’s Premonition: The Vision That Started It All (14:00) – Building for Biosecurity and Scale (20:00) – Mushroom Growing 101: Full Spectrum vs. Extraction (26:45) – The Extract Debate: Ratio vs. Standardized (31:45) – Functional and Psychedelic Mushrooms: Where They Intersect (36:00) – Learning from Failure: How Potency Gets Unlocked (44:30) – The Cordy Cup: 14.83 mg/g and Competition Record (47:30) – Beyond Cordycepin: Adenosine, Uridine, and Longevity Bioactives (49:15) – Benefits by Mushroom Species (55:00) – Eight Mushrooms, One Facility (58:45) – Gut Health and the Prebiotic Fiber Matrix (1:01:00) – Could the Substrate Become Its Own Ingredient? (1:04:30) – Play Formulator: Dream Products from NuCelium Ingredients (1:09:30) – Biosecurity: Why It’s Everything in Mushroom Farming (1:13:00) – Strain Genetics: Catching and Riding the Wave (1:18:45) – Commercial Consistency: Under-Promise, Over-Deliver (1:22:00) – Research Roadmap: From Cell Culture to Human Trials (1:26:15) – What’s Next: Chaga, Tiger’s Milk, and the Substrate Study Where to Follow and Learn More Connect with Riley, Rob, and NuCelium LinkedIn: Riley Boudreau Linke… Read more on the PricePlow Blog

For the second year running, PricePlow took the main stage at SupplySide Connect New Jersey with a live panel podcast. Episode #213 of the PricePlow Podcast brings you that roundtable in full, recorded live in 2026 with three of the most plugged-in editorial voices in the supplement and functional food space: Cassie Smith (Senior Director of Editorial Content, SupplySide), Heather Carter (Associate Editor, SupplySide Food & Beverage Journal), and Devon Gholam (Editor, SupplySide Supplement Journal and food scientist), while Ben hosts from the PricePlow side. The agenda they agreed on: protein, peptides, and fiber. From there, the conversation branches into GLP-1’s downstream effects on the dairy supply chain, the creatine stability arms race in RTDs and gummies, a debate on Mandatory Product Listing vs. DSHEA 2.0, delivery forms on the edge of legality, and frank takes on CBD, THC beverages, and where functional mushrooms are heading. If you caught Episode #164 from SupplySide Connect NJ 2025, this is the 2026 follow-up. Subscribe to the PricePlow Podcast on your favorite platform and sign up for alerts before diving in. https://blog.priceplow.com/podcast/supplyside-connect-nj-213 Video: Hot Takes & Fresh Finds – The Live Industry Breakdown at SupplySide Connect NJ 2026 https://www.youtube.com/watch?v=WCjUOg5Y8d4 Detailed Show Notes: Cassie Smith, Heather Carter & Devon Gholam at SupplySide Connect NJ 2026 (0:00) – Introductions and Live Show Setup (2:30) – Protein Is Everywhere (7:30) – Protein Science: Isolates, Hydrolysates, and Alternatives (14:00) – GLP-1’s Ripple Effect on Dairy and the Supply Chain (17:30) – Peptides: Two Very Different Conversations (22:30) – GLP-1 Support and the Post-Discontinuation Window (34:15) – Fiber Maxing: Beyond Digestive Health (42:30) – Take It, Try It, Trash It: Industry Hot Takes (47:00) – Mandatory Product Listing vs. DSHEA 2.0 (53:45) – Creatine in Beverages, Gummies, and the Stability Race (58:15) – CBD, THC, Functional Mushrooms, and Industry Scope (1:04:00) – Closing Remarks Where to Follow and Learn More Connect with the Panel Cassie Smith on LinkedIn – Senior Director of Editorial Content, SupplySide Heather Carter on LinkedIn – Associate Editor, SupplySide Food & Beverage Journal Devon Gholam on LinkedIn – Editor, SupplySide Supplement Journal Ben Kane on LinkedIn – PricePlow SupplySide / Informa Markets SupplySide Network SupplySide Connect New Jersey SupplySide on LinkedIn SupplySide Supplement Journal Informa Markets on PricePlow Previous Episodes … Read more on the PricePlow Blog

Episode #212 of the PricePlow Podcast covers tactical nutrition from two perspectives that rarely share a microphone: the soldier who tested an ingredient in active combat and the scientist who helped commercialize it. Retired Green Beret Chris Lobb, who served nearly 13 years in the Army with a decade in special operations (including five years with the 10th Special Forces Group), joins PLT Health Solutions Director of Sports and Active Nutrition Brett Bernier to explore what performance supplementation actually looks like under operational conditions. The episode’s anchor is Chris’s firsthand account of testing unlabeled CellFlo6® capsules in Afghanistan in 2019, five years before PLT’s commercial partnership with the ingredient launched. The conversation covers sustained energy management without crashes, caffeine optimization through zümXR®, adaptogen stacking with ingredients like Rhodiolife®, and delivery format innovation (gummies, lozenges, dissolvable strips) suited for environments where water is scarce and silence is mandatory. Brett brings relevant credibility of his own: four years in the Marine Corps as a scout swimmer and assault climber, followed by 16 years in dietary supplements. Subscribe to the PricePlow Podcast and sign up for PLT Health Solutions and CellFlo6 alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/tactical-nutrition-cellflo6-212 Video: Tactical Nutrition with Chris Lobb and PLT Health’s Brett Bernier https://www.youtube.com/watch?v=gWCVFiisTm0 Detailed Show Notes: Tactical Nutrition with Chris Lobb and Brett Bernier of PLT Health Solutions (0:00) – Introductions (4:30) – Tactical Nutrition: The Core Need States (9:45) – The CellFlo6® Origin Story: Afghanistan 2019 (14:15) – Operations Tempo and Sleep Management (17:00) – Managing Energy Without Crashing (21:00) – What Is CellFlo6®? (23:00) – Blood Flow, Cognition, and Hydration Effects (27:15) – CellFlo6® in the Stack: Where Does It Fit? (31:45) – Packing for Operations: Weight, Water, and Format (33:30) – Tactical Delivery Innovation: Gummies, Strips, and Lozenges (39:00) – Creatine for SOCOM and MRE Reform (41:45) – Optimization vs. Endurance: SOCOM Performance Culture (47:15) – Caffeine Science and the zümXR® Advantage (49:30) – Going 18X-Ray: Chris’s Path to Special Forces (56:00) – The Many Hats of a Green Beret (58:30) – Tactical Nutrition Across Life Phases (1:02:30) – Holistic Supplement Philosophy Where to Follow and Learn More Connect with Chris Lobb and Brett Bernier Instagram: @strikefire_survival — Chris Lobb’s primitive survival training account LinkedIn: Brett Bernier — Director of Sports and Active Nutrition, PLT Health Solutions Connect with PLT Health Solutions PLT Health Solutions Website LinkedIn: PLT Health Solutions … Read more on the PricePlow Blog

Robert “Robik” Samborsky, founder of Apollon Nutrition and owner of the legendary Apollon Gym in Edison, New Jersey, has been one of the most authentic voices in the hardcore supplement space for over a decade. Most fans know the products. Fewer know the man behind them. Episode #211 of the PricePlow Podcast fixes that. Robik traces his full origin story from Soviet-era western Ukraine through Israel, South Africa, and New York, covering Lee Strasberg Theatre acting school, a decade of competitive Muay Thai including a title fight at Bangla Stadium in Thailand, and a gym purchase made with maxed-out credit cards. From there, the conversation moves through Apollon Nutrition’s founding while working with NutraBio’s Mark Glazier to utilize their manufacturing, then gets into the brand’s formulation philosophy (clinical-plus dosing, full label transparency, no kitchen sinks), and a full walkthrough of the current product lineup. Robik also drops the first public spoiler for Hooligan V8 and outlines everything Apollon has planned for 2026. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Apollon Nutrition alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/robert-samborsky-apollon-nutrition-211 Video: Robik Samborsky on Apollon Nutrition, Hooligan V8, and the 2026 Product Roadmap https://www.youtube.com/watch?v=OkRqoD6iqi8 Detailed Show Notes: Robik Samborsky on Apollon Nutrition’s Origin, Philosophy, and 2026 Plans (0:00) – Introductions (2:30) – Growing Up in Soviet Ukraine (5:00) – A Humanitarian Trip to Ukraine in 2022 (7:30) – America, Lee Strasberg, and a Fitness Pivot (10:00) – NPC Judging and the Road to Muay Thai (12:30) – Fighting in Thailand: Bangla Stadium (13:30) – How Robik Became Owner of Apollon Gym (18:00) – Marina: Competitor, PharmD, and Co-Architect of Apollon’s Health Line (22:15) – Apollon Nutrition is Born (29:30) – 50/50 Formula-X and the Genesis of Hooligan (32:15) – The 600mg Controversy and a 700mg Spite Version (34:15) – The Science of High-Dose Caffeine and the 20/40 Serving Model (42:00) – What “Hardcore Premium” Actually Means (50:00) – The F*** Mediocre Story: 4,200mg NO3-T and Ron Kramer (53:15) – Formulation: Clinical-Plus Dosing and Who Robik Trusts (54:30) – Margins, D2C Growth, and International Markets (1:01:00) – Content Creators and Marketing Evolution (1:04:00) – The NutraBio Manufacturing Origin: 50 Units at $18 Each (1:07:15) – The Six-Egg Rule: Dosing Philosophy in Practice (1:13:30) – Hooligan’s Two-Year Refresh Cycle and the Theobromine Revelation (1:17:00) – Hooligan vs. Assassin: Two Different Experiences (1:22:30) – Robik’s Personal Daily Stack (1:25:00) – Sharp Coffee and Slept-On Products (1:29:15) – GlucoVantage and the Case for Standalone Simplicity (1:31:45) – Casanova: From Limited Edition to Permanent Lineup (1:34:15) – 2026 Product Roadmap Where to Follow and Learn More Connect with Robik Samborsky and Apollon Nutrition … Read more on the PricePlow Blog

Episode #210 of the PricePlow Podcast lands live from the expo floor of the Arnold Sports Festival 2026 in Columbus, Ohio, with three back-to-back conversations that cover 40-plus years of supplement history, a landmark creatine collab, and a glimpse at where the whole category is headed next. Spencer and Ben sit down first with Evan Centopani, a 20-year Animal athlete and competitive bodybuilder who now runs a financial planning practice in New Jersey. Next up is Easton Drake, just 90 days into his role as Animal’s Athlete Manager after stints at Bodybuilding.com (BBCOM) and Applied Nutrition. The third conversation brings back Jason Budsock, an OG in Animal’s brand and marketing history who has been on the podcast before. The through-line across all three: the Smarties creatine chew collaboration (Animal’s first-ever licensed flavor collab and the first of its kind in a chewable creatine tablet), the newly signed athlete Billy Love, and how creatine is pulling in audiences far beyond the meathead demographic — including women, the elderly, and yes, even kids. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Animal news alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/animal-evan-centopani-210 Video: Animal at Arnold 2026 with Evan Centopani, Easton Drake, and Jason Budsock https://www.youtube.com/watch?v=nVpezxJhxik Detailed Show Notes: Animal at Arnold 2026 with Evan Centopani, Easton Drake, and Jason Budsock (0:00) – Introductions: Evan’s 20 Years at the Arnold (2:45) – Animal as a Legacy Brand (5:00) – The Steak, Not the Sizzle (7:00) – Brian Boss, Iconic Imagery, and the First Lifestyle Brand (14:00) – Financial Planning and the Creator Economy (20:45) – Meet Easton Drake: 90 Days at Animal (24:00) – Announcing Billy Love as Animal’s Newest Athlete (27:45) – Character Over Credentials (32:30) – Animal’s Strategic Content Philosophy (36:15) – Welcome Back, Jason Budsock (37:30) – Animal x Smarties: Two Industry Firsts (40:00) – Chews vs. Gummies and the Smarties Flavor Line (44:00) – Creatine’s Booming New Demographics Where to Follow and Learn More Connect with Evan Centopani, Easton Drake, Jason Budsock, and Animal Evan Centopani Evan Centopani on YouTube – educational content, basement training, kitchen meal breakdowns Evan Centopani on Instagram Easton Drake on LinkedIn Jason Budsock on LinkedIn Animal Website Instagram: @animalpak Animal on PricePlow — sign up for news and price alerts Resources Mentioned The CAGE Turns 20: Animal at the 2025 Arnold … Read more on the PricePlow Blog

Most supplement users have owned a shaker bottle, but very few have thought much about what separates a good one from a bad one. Episode #209 of the PricePlow Podcast changes that. Recorded live at the 2026 Arnold Sports Festival, Ben Kane and Spencer Lynn sit down with Darren Thompson, co-founder of PerfectShaker. This episode pulls back the curtain on one of the supplement industry’s most overlooked categories. Darren and business partner Mark started PerfectShaker in 2009, and over 15-plus years have built it into a full-service custom shaker brand used by Bucked Up, Redcon1, and hundreds of others. From injection molding in China, Hungary, and the USA to DC and Marvel licensing deals, to laser-etched stainless steel and a forthcoming aluminum shaker built for the RTD era, this conversation goes places most supplement media doesn’t. The episode also covers trade show drayage, COVID survival, the Action Rod patent, and why a shaker bottle with your name on it psychologically hits differently than one without. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Perfect Shaker news alerts on PricePlow before diving in. https://blog.priceplow.com/podcast/darren-thompson-perfectshaker-209 Video: Inside PerfectShaker – Supply Chains, Superheroes, and Custom Shaker Innovation https://www.youtube.com/watch?v=iwsmQW-8cnQ Detailed Show Notes: Darren Thompson of PerfectShaker at the 2026 Arnold Sports Festival (0:00) – Introductions (7:15) – The PerfectShaker Origin Story (9:00) – Licensing Superheroes: A Six-Figure Bet on DC and Marvel (10:45) – The Action Rod and Customer-Led Innovation (12:30) – Injection Molding 101: How Shaker Bottles Are Made (16:00) – Quality, Durability, and Owning Mistakes (17:30) – Printing Methods and Color Science (19:30) – Manufacturing Locations: China, the USA, and Hungary (22:00) – Sustainability: Ocean Plastic and Material Innovation (24:30) – Trade Show Hustle and the Drayage Racket (27:00) – COVID, Bucked Up, and Small Business Survival (32:45) – Custom Metal Shakers and the PricePlow Partnership (35:00) – Laser Etching, Powder Coating, and Water Dipping (37:00) – Personalization at Scale (39:30) – All-In on Stainless Steel: MOQs, Risk, and Pre-Selling (41:00) – Breakthrough Moments and Why the Industry Matters (45:30) – Sports and Entertainment Licensing (49:00) – The PricePlow Origin Story and Bevlab (57:30) – Creating Content and Handling Online Criticism (1:01:30) – What’s Next: Aluminum Shakers and the RTD Convergence (1:04:15) – The $1.2B Shaker Bottle Market and the RTD Future (1:07:30) – Closing Thoughts Where to Follow and Learn More Connect with Darren Thompson and PerfectShaker LinkedIn: Darren Thompson Instagram: @PerfectShaker LinkedIn: PerfectShaker … Read more on the PricePlow Blog

What does it take to build one of the supplement industry’s most flavor-forward protein brands from scratch? In Episode #208 of the PricePlow Podcast, Ben headed up to Long Island, New York, for an in-person visit at Musclesport HQ with founder and CEO Jason Mancuso, EVP and CMO Robert Oberholzer, and Kate Christensen, who handles everything from flavor development to logistics to customer service. Together, they trace Jason’s path from getting fired at McDonald’s in 1993 to managing GNC stores at 18 to running his own manufacturing plant, ultimately building a protein brand that has become a retail floor staple. The conversation digs into how Lean Whey evolved from a side project into the core of Musclesport’s identity, why Jason bet big on dessert-inspired flavors and cereal-style inclusions before anyone else in the industry, and what it really takes to launch a new flavor: 6 months of planning, tight supply-chain relationships, and a small team that does everything in-house. They also cover the brand’s evolution from a strict brick-and-mortar-only model into a balanced omnichannel business — and why the community of ambassadors Kate manages is one of the most underrated growth engines behind the brand. Subscribe to the PricePlow Podcast on your favorite platform and sign up for Musclesport news alerts on PricePlow so you don’t miss what’s coming next. https://blog.priceplow.com/podcast/musclesport-jason-mancuso-208 Video: Jason Mancuso and the Musclesport Team on Lean Whey, Flavor Innovation, and Building a Brand https://www.youtube.com/watch?v=OaovuO8ra6Q Detailed Show Notes: Jason Mancuso, Kate Christensen, and Robert Oberholzer of Musclesport (0:00) – Introductions (3:00) – Grinding to Build the Brand (7:00) – Kate and Rob Join the Team (11:00) – From Distribution Model to Omnichannel Brand (19:00) – Rob’s Background and the D2C Push (24:00) – Content, Community, and Why the Brand Feels Real (30:30) – How Lean Whey Got Cereal Flavors First (34:30) – Lean Whey Becomes the Core of the Business (38:30) – Protein’s Rise and Retail Strategy (41:15) – CreaM’D Rice: Applying the Lean Whey Playbook (45:00) – Building the Community Flywheel (50:00) – Authenticity, AI, and the Value of Being Imperfect (54:30) – Formula Philosophy and Simplification (57:00) – Pre-Workout Creativity, Transparency, and Where Things Are Headed (1:01:30) – Retail Exclusives, the Flavor Vault, and Coming Launches Where to Follow and Learn More Connect with Jason, Kate, and Robert Jason Mancuso on LinkedIn Robert Oberholzer on LinkedIn Kate Christensen on LinkedIn Musclesport on Instagram: @musclesportusa Musclesport on PricePlow – Sign up for news and launch alerts Resources Mentioned … Read more on the PricePlow Blog