Jeff Byers - Momentous & Expert-Driven Protocols

Hey everybody, welcome to the Future of Fitness, a top-rated fitness industry podcast for over three years and running. I am your host, Eric Malzone, and I have the absolute pleasure of talking to entrepreneurs, innovators, and cutting-edge technology experts within the extremely fast-paced industries of fitness, wellness, and health sciences. Please stop by futurefitness.co to subscribe and learn more. Hey friends, I couldn't be more proud and excited to announce that today's episode is powered by workout, the ultimate tool for modern fitness professionals just like you. There is one thing that fires me up. It's elevating the personal training and coaching industry. For that, the workout app is an absolute game changer. No more promoting top brands without compensation or dealing with confusing social media links. In just a few clicks, Workout's user-friendly app lets top trainers and coaches curate and share the world's most sought-after fitness brands like Hyperice, Vega, and more. Product lines covering everything from fitness equipment to supplements and apparel. Save time and boost your earnings with generous commissions and bonuses every time your client purchases the product you already endorse. Do not wait. Maximize your income and streamline your business with store by workout. Discover more at workout.com. That's w-r-k-o-ut.com. Just one-o. W-R-K-O-U-T. Go get it. All right, we are live. Jeff Byers. Welcome back to the Future of Fitness, man. How you been?

Doing awesome, Eric. Thanks for having me.

Yeah, it's a pleasure. I'm I'm really fired up as uh I was just telling you before. So recording, just to get an update, I'm such a huge fan of Momentous as a brand and what you guys are doing through, you know, really popular influencers who I'm a fan of, you know, Hubermans and Stacey Sims and these people. Um, and it just seems like since we spoke last, there's just been a lot going on in your world and with your company. Uh so maybe we just start there. You know, uh, I think the last time that we talked, not I think, I know, the last time we talked on this podcast was AmpHuman and Momentous had just merged. Like you're like, tomorrow we're making the announcement, right? Uh so update us since that point. What what's been going on?

Yeah, so that would have been uh like June 29th or June 30th of 2021. So we're almost uh it's hard to believe we're almost two years post that transaction that that took place. And so uh Amp Human acquired uh Momentus and we merged the two companies together uh in officially in July of 2021. Um and it was an incredible journey uh as like a leader, um, but also incredibly hard, way harder than I thought to bring two companies and two cultures together, like very, very hard, um, especially at the stage that the two businesses were at. Uh, but it was really how do we create you know a leading high performance company and really continue to be at the forefront of high performance. And and AMP Human um was really focused. We had a niche technology, a niche product that came out of biotech, but we were really doing some unique things in at the forefront. We have a patented product, you know, multiple clinical trials behind this product called PR Lotion that was the product in that category. But we were working with the federal government. We had, you know, we were partially funded by the Department of Defense, which was really exciting as well. But we always knew we need to expand product line and Momentous was this great brand that had really developed within pro and in college sports and just had all this bright future. And we believed if we could connect the two, we could really create kind of the next generation high performance company, not necessarily supplement, but like do it better than it's ever been done before and really build a company at the forefront of high performance in the supplementation space, but really build it around access, guidance, and products and not just products, right? Like let's build products. Let's not be the experts, let's build products with the experts that we work with every day. Let's do it very differently because all the experts in high performance, they don't live in companies, right? They live in academia, they live in like the best dietitians in the world work in the NFL or the NBA or Pro and College Sports, whatever that may be. Like we should be leveraging them as to what's what what we need and how they think about things because we can come up with something that's company that consumer wants, but is that what is actually right? Is that what science backs, or is that what a practitioner says, hey, I can connect these dots to say if we do X, it's most likely going to be Y. Um, and so that was really this why we brought the two companies together. Anyway, so it took us the better part of a year to smash the two companies together. Um, and it was brute force sometimes, and a lot of elbow grease and hard work, and it was uh honestly a way bigger undertaking to bring the two businesses together under the momentous brand. We're still we still have some legacy things that we're cleaning out of inventory, et cetera. Um, but it's been a really fun thing. And then we we launched a partnership with with Dr. Huberman uh in Q2 of last year, so essentially a year ago, um, and kind of soft launched it and and and grew into it. And uh, you know, what I would say is us being at the forefront of high performance. Uh, we've now won 10 innovation contracts with the Department of Defense. So we're specifically developing products and doing clinical research with the Department of Defense around high performance and specifically around you know supplementation or or molecules to optimize, right? When we think about combat readiness, combat performance, resiliency, injury prevention, things like that. Um, and so he was really drawn into some of the unique things that we're doing, but also we work you know with almost every pro and college sports team in the country, and that's really, really impactful as well. And so we were able to bring Andrew on. We we know a lot of the same similar people, knew Andrew for a long time before we actually officially launched that partnership. And and what we're really trying to build is right the momentous as a brand that's built with the experts, right? Let's leverage experts in the space that are really knowledgeable and think about product creation, product positioning in that, and let's use that. We are different than all other supplement companies out there. We're trying to be different than everybody. And we've been able to allow a lot of these great minds. You mentioned Stacey Sims, there's Andy Galpin, right? We have some of the best practitioners in the world, like Jordan Maser, the 49ers, who's a part of it. Um, like how do we bring these people together and actually like give a win to the consumer? And and it's a work in progress for sure, right now, Eric. But um, yeah, it's been it's been a fascinating journey to bring these experts in. Yeah, yeah.

And it's so much it's so much traction over you know, like two year, a two-year span.

We're we're lucky, uh, you're right. Like obviously, I assume people who are listening to your podcast know Dr. Huberman. I mean, he is by far. I would hope you would like he's a top five podcasts, five, top five podcasts in the world. And right, he's been, you know, he's the best partner that we could think of in this space. And we've designed, like, we designed a ton of products with Andrew. When you look at our product portfolio, what's changed over the last 12 months is we've added like 25 products, and we've added single, like really premium, single source, single ingredient products, right? Which is the preferred method of supplementation and and how supplementation is done at the elite levels. Nobody's like, oh, here's my magic concoction. Take it. It's no, you pick and choose what's most important for you, and everybody's different, you know. Like a female might not want apogenin in their sleep stack, but a male might, right? Like based upon hormones. So there's all these different things, and we said, let's go all in on experts. Let's go all in on building a world-class right portfolio around education, around experts. Um, and you know, Andrew and his team have been very, very good to us as a company. And um right, because of that, we've been able to be in a lot of places, and our brand recognition is crazy. Like, I just I'm shocked. I'm still surprised when I walk through the airport, and people are like, Momentous, love that brand. I'm like, Do I know you? Um, you know, uh, so it's been a really exciting journey, and it's you know, kind of as an entrepreneur, entrepreneur and as a pro athlete, it's it's what we I envisioned of building, right? Of like, how do we democratize high performance? How do we bring what's happening right in Andrew's mind and in you know a pro locker room to the masses around education and consistency? Um, and that's what's so exciting. And we hope that you know we can actually make a difference in people's lives by giving them what they need when they need it and not just here's the next hot, sexiest thing that we created because we wanted to.

Yeah. You know, when I think about it, and let me know if this was intentional or something you kind of figured out along the way, but in the world of supplements, I think it's no secret that it's it's relatively like the Wild West, right? There's not a whole lot of regulation. A lot of people can just, I know a lot of people have spun up supplement brands in months, right? They know nothing about supplements. Um, you don't know what's in them. So when you get an expert like some of these people you name the Hubermans, Dr. Stacey Sims, Andy Galpins, all of them, uh, you know, it brings such a level of authority of not just like, hey, these are products that are legit, but also here's exactly how to apply them and for who. Because that's the big thing is like it's the now what. It's like uh I you can equate it to wearable data. It's like, cool, we're getting all this feedback right from our wearables, but what do we do with it? And having those experts on board and be like, hey, this is what it all means. Um, this is how to apply it. This is if it's for you or if it's not for you. Um, how to like, you know, actually uh gauge if it's working, you know, like Kubernetes always like, hey, get blood work done, get all these things done, like understand the diagnostics of your own body. And then you can start to apply, you know, what I'm teaching you. And I think that's that's really huge. So is that something that you guys are like, okay, we got this figured out. That's why we're gonna go partner with people, or did you get a partnership and then start to figure out this is really, really powerful?

Um yes, to both. Uh, you know, I I I would say, you know, the vision that when I started the underlying entity almost five years ago now was right, how do we bring what's happening in pro and elite sports and in the DOD and in these really high-end places and bring that down to the consumer because what I saw as a pro athlete is how they thought about performance and optimization is very different than what the consumer does. And the consumer gets really easily confused and overwhelmed by tons of info and tons of data. Whereas in in the pro in a in a locker room, right, or if you're you know a multi-billionaire and you can afford a team of people to help support you, right, you have somebody guiding you through the process. And you're not doing a hundred things, right? You're doing a handful of things that have the biggest impact on you as a human. And I think that's what the consumer, like, where it doesn't have, they don't get the right technologies and they aren't, they aren't getting the right tools for the right times, right? Or if they're using the right tools, it's like, well, we're doing X, but the outcome is very, very small. Whereas if you just did Y, it costs nothing, but the the demonstrative change is very different. And so I think it's how do you create tailored solutions around what the actual needs are of a human, right? And then let let that experiment because you know, not everybody has $3,000 a month to spend on supplementation. If you do, you can do everything, and that's awesome, right? But there's like three people that I know that would do that. Um, and so it's what's really important to you. And then let's back it up and say, okay, what does the science suggest? What is the level of impact that can be there? How do we measure that as being successful? Do we need to measure that as being successful? So I like that was the vision all along was how do we democratize high performance, right? Um smarter people around brand and and marketing have kind of how do you we break down what's in Jeff's mind of like it's democratizing of high performance. Bringing the technologies, the content, the knowledge, and the level, a quality level of products all together, right, to the consumer is democratization of high performance of what's happening in that locker room. So, but what we saw in what we've seen in Andrew is people are incredibly interested in learning, right? Like just as his rocket ship into the stratosphere of his podcast is people are really, really, really curious, right? And they're looking for real solutions and they're looking for experts to help guide them. Because you can look and you can Google anything you want, which you can, but there are really smart people out there that have opinions, and we should be leveraging those people. Um, and then you know, Andrew's approach is right, is right. Everybody's an N of one, right? Like we say, okay, research is really good, right? It's really strong research. There's 10,000 clinical trials, but then we are all an N of one because we can't do everything and we have to figure out what has the biggest bang, like like what can we actually invest in? What bandwidth do I have? You know, uh, you know, what what is a zero cost or low cost solution for sleep, right? Because maybe I don't I can't afford everything. And so it's how do you prioritize? I think Andrew does a beautiful job of like how do you think about behaviors and then products, right? Like, and then drugs, right? Like, how do you think through that line of things is really important. Um, so I don't know. It's it's been a great win and it's definitely like taken shape. I feel like as a brand, we're still behind, like we're still playing catch up. Like we we have so much story to tell and so much content and evolution of people, we just aren't there yet, right? Like how we think about getting people in the right products at the right time is really a passion of of mine. Of like, how do we make sure? Like, for me, I know what's really important to me, right? Like straight up. Right. And it's been because I've worked with Andrew and I've worked with other people, Dr. Huberman, sorry, of like other people that are like, okay, if these are the things, what are my what are the things what is the Jeff protocol? Um, and that's really valuable of what we hope to get to with the consumer is like giving people here is a practical protocol, and here's how you, you know, tie trade up down, whatever that may be.

Yeah, the education's key. And I'm I'm curious too. I I'm you know a big fan of Dr. Huberman. And my wife listens to Dr. Huberman, which is funny to me, like she doesn't she doesn't, she'll go listen to this podcast, that's for sure. But you'll listen to Dr. Huberman, right? And uh that's always surprised me because she's not a huge podcast person, but she does like to learn about optimizing your health. And uh, you know, if if Dr. Huberman, if you are listening, I've emailed you a bunch of times to be on this show. So, you know, uh hopefully we'll find some time in the next year. How did that start? Like how did that relationship start? I'm just curious about that. Like, was it, you know, did you guys work through a PR agency? Was it like he reached out to you guys, hey, I like it, or you reached out to him, but how how did that initiate?

Yeah, it goes back to right, like this I call it like the flywheel of being at the forefront of high performance, right? And part of that was early on with AMP Human, right? Like we built uh not a publicly facing scientific advisory board, but like the best minds in high performance. And right, whether that's sports performance, government performance, like we we built, put the best scientists, the leading experts, people really changing the game in that space. And right, that that was four and a half, five years ago as we were starting this business, right? Of like, I knew that my background, I wasn't the smartest person in the room when it comes to physiology, performance, supplementation, nutrition, clinical research and science. But what we were doing was very different. And what we were able to do was attract all those people. And so that thrust us at the forefront of high performance. And I've kept that of like being at the forefront of high performance is our DNA, hard stop, right? And that's allowed us to invest in clinical research. That's allowed us to work with the federal government, the Department of Defense to innovate new products. It's allowed us to attract lots of pro- and college teams. And also we've been very genuine about well, we've got good data, we don't have great data, here's what we know, here's what we don't know. And it's really endeared us pretty heavily into a lot of communities, saying, hey, we don't know, but we'll do some, we'll fund some research uh on this topic, and and mostly been around this product PR lotion, and we've just stayed very true to it. And so I got to know Andrew through through those circles very organically. One of our advisors, actually, two of our advisors were very close with Dr. Huberman. Um, and kind of they were working with Special Forces a bit and like really thinking about what's next. Like, what is uh, you know, a glimpse into the future looks like in terms of performance and optimization. And you know, we got to know. I mean, I first got introduced to Andrew probably before his podcast even launched, right? When he was like, Come and I knew there was a podcast and there was an opportunity, but this was before Momentous and Amp Human even came together, right? And uh launched a podcast, only really had PR lotion, and you know, we'd we'd exchange messages, and Andrew was still, you know Andrew's now famous, right? Like Andrew's a big, big deal. Um, and Andrew was just kind of like meandering around. Not like like like we were just kind of hanging out, you know, text exchanging, and just PR lotion was never enough, right? Like it was cool, but it wasn't like in his wheelhouse. Um, and uh, you know, one of the big reasons why we were looking to expand the portfolio, we were gonna do it internally or externally, is how do we leverage these relationships like Andrew that we had, right? And as a growing voice in the space. And then, you know, call it two years ago, not a little less than two years ago, like it was right after probably we spoke um and the acquisition went through. Uh, I was working out with Andrew and uh with with Dr. Huberman with one of our very close mutual friends, and it was just like we're gonna find a way to work together. We kind of like you know, did knuckles, you know, after a massive suffer fest. And it was, and uh, you know, it took us like nine months to figure it out post that like, hey, we're gonna figure it out. But like it took us like nine months to get the details driven of like, and like, you know, I had to involve on my end my board and the rest of my team, and he has his team as well. And you know, it's one thing for uh, you know, him and I to come up with a crazy idea and be like, we're gonna do something cool. Um, and it's been been amazing, and we're still like deepening deepening the partnership. And Andrew has been very good when we think about product, product creation feedback as well, and we really want to build with him, and that's a huge deal. Um, it's a huge deal for us and a huge deal for him. Uh, you know, I want him to think of like this is like he's gotta say, because he does, just like you know, our other advisors, like Jordan Mazer of the 49ers, they gotta say, right? But again, we gotta make great business decisions, but the experts should be driving us. Um, and there's no way that I can afford like Andrew can't be our chief science officer. Like he can't be a full-time employee, right? Like, I couldn't afford like nobody can afford him, you know. Like he's he's a celebrity um and incredibly bright. So that's that's kind of the journey to get Andrew. And it was a long, like a long process of like, let's talk about product iteration and product formulation, and how do we think about this? And yeah, right, like also, you know, really important to align right the two parties long term as well. And yeah, I mean, doing deals is never never easy. Um, but uh I've been really lucky to call Andrew and his business partner Rob. Um, you know, they become good friends and and close. Um, and so I'm very thankful for that as well.

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Department of Defense has been a really, really interesting one, and and we've just found such a unique, a unique approach here. Um, right, there's a lot of tech going on in the government from SaaS to AI to drones. Um but when we think about the human as a weapon system and the importance of the human of a weapon system, right? Like the human in the DOD is 20 to 30 years behind how we think about treating athletes, right? And these are tactical athletes. Or even, right, like even if you think they're not a tactical, maybe they're not a physical athlete, right? Like flying flying drones in a skiff, you know, for 12 hours a day, like that's real, right? And that's real cognitive function when we think about what that looks like. Um because right in the last two hours, like if you're a drone pilot, like the last two hours, like you're making real decisions, right? And if you're cognitively fried, those decisions, the decision and the outcomes you make are real. Um and so I think I think the approach we've taken is let's invest in the human as a weapon system and let's think about what are those real problems that the humans are facing, right? When we think about resiliency, like skeletal muscle, skeletal muscle injury, right? MSKI, muscoskeletal injury in the DOD is like a three billion dollar cost, right? And how do we think about solving that? Or how do we think about doing research in those populations to create a product around that, right, that that limits down days in the costs that muscoskeletal injury does. Because right, if our force is not ready to fight, we are not combat ready, right? Um, and that is a national security risk when you think about those things. And so we've really taken this approach of how do we invest in the human. And the the Department of Defense is is just slow, like right, lar huge employer. Um, but when we think about how do we implement more solutions and bring supplementation or even hydration or protein or recovery things to the DOD, it is it is behind, and that's just the bureaucracy that it is, but also the negative connotation that supplements have gotten for a very, very long time. Um and so we've really just pushed top hard. We have a lot of forward thinkers in the DOD that has supported us in terms of how do we think about bringing products and supplementation that Eric, you'll be like, oh, those are easy. We've known about this for 30 years, right? It's true, but how do we break down the bureaucracy and like do the research in the right populations that matter to them to drive those forward? So we've won 10 innovation contracts to date. Uh, we're currently on three active and one additional one that's like air quote active. It's just getting started. We're going through the paper process, has been awarded and funded. Um, but it all started with PR lotion, right? And uh PR lotion for the audience, what it does is helps buffer acid in the body, help modulate pH in the interstitial in the muscle. And so when we train hard or go hard or go long, we produce acid, like commonly referred to as lactic acid in our muscles. That acid build up, is a limiting factor in our ability to go hard more often, right? Max effort intervals, think, or to go longer, right? Because ultimately it causes F fatigue in the muscle. And so PR lotion delivers bicarb, bicarb is an natural electrolyte, sodium bicarbonate, bicarbonate is a natural electrolyte that reduces acid, right? The challenge, really hard to take orally because it causes GI distress. So that's the innovation behind PR lotion. We found a way to deliver a known molecule, known electrolyte that has decades and decades and decades worth of research of being efficacious, but just never practical. And so the implications for that are quite large when you think about what you can do, like if you can extend performance or if you can, you know, minimize fatigue. Um, but the Air Force had another application for it that we studied around hydration. Um and are we able to increase the hydration status of aircrew pilots because they have a real big issue of dehydration? Dehydration causes cognitive performance cognitive loss, cognitive performance loss, decay, right, which causes pilot error, right? Pilot error equals wrecking very expensive airplanes and death. Um and so if you can reduce that cognitive decay by helping retain water, you can do some cool things. So, anyways, the first amount of research was really funded around exploring PR lotion. There was a nice big contract where we did clinical research at University of Connecticut. Uh, we did two clinical trials around there, kind of clinical studies, right? Um, which were really, really quite fascinating. All that data is still in the process of coming out, which we're super excited about. Um, and then we just found more pockets of like where are these opportunities? Like, where are the units? And you know, two of the active contracts we're on. One is around cognitive performance and really thinking about caffeine and caffeine use in the DOD, and how do we minimize the peak in the trough of caffeine? Because we know that's can be problematic. Um, and so extend the half-life of caffeine is a really important thing when you think about you know, the peak is great, and then the trough is really dangerous, can be really dangerous. And then the other one is specifically around muscle skeletal injury, and can we develop uh a product that specifically targets muscle to skeletal injury or prevention? Um, and we're working with a gentleman out of UC Davis on that one, and the other one's uh with a gentleman at U of S C. And then our other project is around female, a female-specific product around joint health, right? So women are three times more more likely to have a muscle skeletal injury than a male. Um, and there's some really interesting things coming out um around that. I mean, when you think about it, so right, like this is me spewing back, you know, what really smart people say. Um so during That's what I do all day.

Yeah.

During during uh uh one of the phases, um right, during one of the phases of the menstruation cycle, the luteo phase, right, joint laxity is the highest in the body. Um and during that time is right when a lot of uh a lot of muscoskeletal injuries happen to women, but also um the female body blocks some collagen um synthesis during those periods of time, which can lead to connective tissue health issues. Um really important to have joint laxity, right? Obviously incredibly important when you're giving birth to a child, but if you're not, um, you know, like if you're a female college soccer player and you're not trying to be pregnant, joint laxity is not not a good thing, right? It it leads to ACL tears and things like that. So, how do we think about counteracting some of those things? Um, which is really a fascinating, but really underfunded and under-researched area of people. So really excited about that one. And then the last one we just uh we were just working on, like since we're still in in like what what I'll call quote paper phase, contracting phase, like I don't want to jinx anything, but it will be around like hydration, uh uh a much larger hydration study, which would be very cool.

Yeah, it it seems to me like the the big difference is you are going after specific problems. Yes. Right. And and harnessing the like you you know, you said a few times, really har harnessing the expert knowledge bases that you have access to to do that. I mean, that that's a little bit different. And and I want to pack something too, because you had stated earlier, you know, that the the negative connotation around supplements, right, and supplement brands. I mean, I presume, you know, from my standpoint, it's always been, you know, I think this is kind of common is like, well, you just pee out 90% of this the stuff that you take anyway, like none of it's actually being absorbed. And, you know, well, what does it actually do? It's just a ripoff, right? It's like all these things that kind of flow around. Is that is that what you mean by that, or is there a little bit more?

Yeah, I mean, I think it's just like demystifying some of it, right? Um because it's true, like you don't need everything you need, right? And some things are like a safety net. Like, what is my right, like what is my safety net? And yeah, maybe I pee some of them out, but also just like understanding what like I like omegas is the best example, right, that I give like DHA and EPA are like critical functions in the body. And what research suggests is like we should be taking a lot more, right, when you think about brain health, right? And the the impact that it has on long-term brain health is not minimal, it's quite, quite demonstrative, right? And you're not peeing out a fat-soluble vitamin or a fat-soluble supplement, right? I think the challenge is like supplementation gets such a bad, a negative connotation. And people don't know why they're taking what they're taking, right? But if you're like, here are the four things you take, right? And Eric, to you, it's you know, like athletic performance and recovery is number one. Number two is sleep, number three is is long-term cognitive health, and four is right, like, you know, aging male, right, like me. Okay, so hormone support. So what are the things that you do around them? And if you can say, here's the one thing you do around athletic performance and recovery, here's the one thing you do around sleep, here's the one thing you do, right? And like this is why you do these things. It's very, very different. But like the supplement space is just like, oh, my buddy told me to take X, or my you know, wife bought me Y, or you know, like when we even interview people, it's like, well, what do you take? Okay, why do you take them? They're like, I don't remember, right? And so what we call what like the vision that we have, we call them like need states of humans, right? Like we all have various need states, and we gotta tail, we gotta tailor products and solutions to need states. And so, okay, how do we help solve sleep? How do we help solve athletic performance? How do we help solve, or how do we create products or build products around those things, right, that are efficacious, right? That we have good data on, great data on, or or you know, early data on, whatever that may be, and and own that in a in a very, very uh strong way. And so I think it's just demystifying some of it, and it's not just like you need to buy everything. The fact of the matter is, you know, like a hundred dollars, 120 bucks a month, you can probably get to what I would call like the 80%, right? Of what is really important to you. And that seems like a lot, but when you look at everything else we spend it on, like, okay, that's probably an omega, a creatine, a collagen, and a you know, something for sleep. Um, right? Like a magnesium, you call it. I don't know, right? Like whatever that that may be, and I think that's what's really impactful, is like what's the most important, and let's invest in that and stay true to that, because that's how you get impacts. Like the like I you know, kind of back to like the bad rap, but like supplements have a bad name, right? Because nobody's like nobody's sticking to them habitually, right, either. And it's just like training or working out, cool. You work out for three weeks, nothing happens, right? If you make if you make it an habitual part of your lifestyle, you drastically change who you are, both physically and mentally, right? And that is the same thing with supplementation. Like you take omegas for three months, cool. Nope, like does nothing. Not that it doesn't do nothing, but like it's a way of life. It's just like in a diet, right? Like, if you do a diet for two months and then you just go back to doing what you're doing, it nothing's gonna happen. And supplementation is supposed to supplement, right, healthy living to it advance, right, in a different way. It's not a magic bullet, right? Like very few things have a very short-term impact. You're like, man, I felt that. Caffeine is one of them, right? Like, you take caffeine, you notice it, right? But most things are about habitual long-term use to see real gains. Um, and I think that's where what we're trying to demystify. And the only way you do that is to get people to take things habitually. You gotta give them why. You gotta connect it back to their why. What is important to them, right? And if it's just like Andrew Huberman told me to take X, that's not enough. Right? It's not like I'm taking X. It's a good start. It's a good start. I'm taking X because I need this. This is important to me. And here's the impact. So anyway, so I'm I'm on my box.

Yeah. No, it's great. And I think what it comes down to, and this is very similar to the work we do at you know at workout, is you know, the personalized protocol. And that's what everyone has to like spend some time. You have to, you just it just doesn't pop up. I mean, unless you know you have a trainer or a coach or somebody who you know will write these protocols for you. Um, you know, like I think about mine, because you got me thinking about this. So in the mornings I take AG1 with some creatine, right? Um during I have my stack here at my desk, my personalized protocol of Fedoja, right? Tongadali, vitamin D, omega-3, take some microdoses every once in a while, right? A couple other like things, but that it's if I stick to these things every day, I know it's gonna make a difference over time. I have to just trust it, right? Because you're that's the thing with a lot of the supplements is people want that immediate effect, right? You you want that immediate gratification of like, okay, I just, you know, I took some caffeine and I know I'm feeling it, right? But it's like the stuff that kind of works over time, and it's just like exercise, it's immediate gratification. You have to postpone that gratification to really get the results you want. You know, you don't change your body in two weeks or even a month, you know, without it actually bouncing back. It's gonna take, you know, gradual time of a year, maybe two, maybe three, and then you kind of get to where you want to be. And I think having those expert protocols, right, ingrained into the system where people are like, okay, that makes sense. Like, you know, the the power of all this stuff too, like the the Fedogia aggressus and Tonga Ali, the first time I heard about that was when Huberman was on Rogan, right? And um, I know you guys sell these supplements now as part of his protocol, but the uh I couldn't find it online. As soon as that went, that podcast went out, like you couldn't find it. You go to Amazon, you're gonna whatever. It's also during the pandemic, so maybe there are supply chain issues, but you couldn't find it anymore, dude. It was so hard to find. I had to find like go through three companies until I could find it. And you know, obviously I'm gonna be switching to what you guys have, but it's I think that's that's the key to me and why I like what you guys are doing so much is like having putting knowledge in the individual's hands, encouraging them to actually do a little bit of searching to find out what the protocols are for their desired outcomes, which I generally is like health or performance or one of those, right? Um, so it's it's it's a great, it's a great uh, you know, like you said, cornerstone of what you guys are.

I mean, the Tonga and the Fodoja are a great example, right? Like there are you know, there's a handful of experts like Kyle Gillette, who's been on Rogan, or who I think he's been on Rogan too, but like on Huberman and Andrew, like part of the challenge that Andrew had was like, these are like Fodoja doesn't have a ton of data on it. Like it does not, it's super early, but it's like, okay, I can see why it would work. Or like there's early enough data where it's, you know, hey, let's let's try this. And Tongat has has human data on it, et cetera. But when we think about like natural things when for like male health, and like I mean, even you know, Tongat has a place for female health as well, female hormone health. But there was nobody out there, right? Like Andrew bought from you know some random company over here and some random over company over here. And it's like, how do we build the best in class and then certify it, right? Of like actually know what we're getting. And that's you know, like no brand was taking that step. And for us, we're like, yeah, like we'll go, we'll third party certify it. Like we'll when we bring it in, we'll test it, uh, et cetera, and we'll open, openly communicate what what what that is. Um, and I think that's a really important thing for us as a business to continue to own. But like Fedoja and Tongat are a great example. Like, you were just like left hanging. Where the hell do I buy this from? Right?

Yeah, totally.

Guess who was in the same boat, me, right? Because we when you know, like when that episode went live, like we had like Andrew and I like high-fived after a workout, essentially, right? And it's like Andrew and I talk and I was like, oh man, I should bite the bullet and do Donget and Fedoja, right? And get it. I'm like, where the hell do I buy this? And it's like, you know, I like, okay, well, I'm going on Amazon. Like, there's there's a couple legit companies out there, but still, like to me, it's like a that's not what my pro dietician would ever do in the NFL, right? They would never be like, oh, let me just like can't find it anywhere. Like, I'm like, let me go buy it on Amazon because I can't find it anywhere else, right? They would okay, what are what are the brands I trust, right? Like, what are where I go and like how do I actually guarantee it, right? Like, that's um part of it. And like, how do we bring that innovation? Like, because Fedoja is up and coming, right? I tell people this all the time in three years, like there might be a bunch of more data on Fedoja, and it's like, well, that doesn't do anything. We'll own that all day, right? But today that's not the case. Like, indications are very positive. And I think that's part of like being at the forefront. Like, you have to take take some steps out there to say, okay, is Fedoja, right? Fedoja, the experts are saying, right, people that are really smart saying Fedoja looks like it could have some real promise. Let's go take a bet on that. Or let's go be a part of making something good, and then then we can go, okay, well, how do we learn more about it? How do we be a part of the conversation further?

Yeah. And you know, I think it's really important is like all these people that you guys have on your advisory and expert panels and as influencers, like, they're not saying, hey, just take the supplements and screw everything else, right? Like, no, we're talking about workout protocols, ice baths, saunas, stress management, um, you know, peak performance mentally, like how to do that, like napping versus uh non-sleep, deep rest, like all these protocols that go into just human performance and supplements are part of that, but it's not you you have to be engaged in your own health and fitness and optimization. Like you have to have the whole thing going, which I'm gonna like question. Are are you guys in the world of nootropics as well? Is that something you're dabbling in or you're looking at?

Yeah, I mean, we we we so when I think about nootropics, right? Um, and this is going back to you know what's best in class. And you know, when we talk about uh a Stacy or Galpin or a Huberman or any of these, like there's a lot of nootropic blends, right, out there. And what we know is let's find single ingredient nootropics, right? Alpha GPC, right, and uh, right, and let's produce those and let people figure out what works best for them, right? Like some people like just like the, hey, here's we I mean, we have a product called Braindrive, which is a combination nootropic, but really as we lean into these experts, it's like how do we bring in the right single source ingredients and let people mix and match what works for them the best, right? Maybe they want to do a double alpha GPC and nothing else, right? Because that's what they find that works for them. So we do have what I would call like nootropics in our line. They're all single source ingredients, they're all around cognitive function. Um and but but we aren't we aren't going the way to create the the master combo, you know, where it's like, well, we took a little bit of that, a little bit of this, a little bit of that. Like that's not our goal, right? Our goal is to create really high quality single ingredient, right? Whether it be a nootropic, whether it be for hormone, whether it be for right, sleep, single ingredients, right? We can mash them together, but in efficacious doses, but also allow people to tailor up, tailor down.

Yeah, yeah, it's interesting. And well, I'm I'm curious because what what we talked about the DOD, we talked about proteins. Um, in the consumer market, what's driving the growth? Like, is is there a specific demographic, a certain um geographic location? Like where where are you guys seeing the most traffic?

I think that's what's super interesting here, as we've as we've navigated and made this really strategic shift. It's not, it doesn't, the consumer doesn't look alike, right? And they don't have the same activities and they don't have the same uh right, like they are a mindset-driven consumer, right? And they have a mindset around optimization, right? And so what connects our consumers is what we've seen is a mindset, right? Like this gravity towards it. Like they might be a tri-athlete, they might be a CrossFit athlete, or they might just, you know, walk, right? They could be 65, they could be 22, right? Like we've like it's just a very wide range. And so what's really interesting is previous business, right? Before we really made this big shift into an expert-driven model, and before really, you know, the Hubermans of the world got huge, right? And now they all have they have a much bigger voice and consumers are interested, right? We were going after like athletes, right? Um, because it's like easy to target. Now we're mindset driven, right? And it's been a challenge as a brand is how do we shift from being a sport-focused brand to a mindset-driven brand? Because what connects the pro-athlete and me and you and my co-founder and the 30 other people that are behind me that are that what we call our life optimizers is mindset. It's not how we train. It's not like it's not what we look like, it's not our age, it's the mindset that we have of we are looking to find ways to be better, right? And we're constantly curious and what what you know, marketing talk, we're on a constant pursuit to find that and to optimize.

So it's it's so hard to market to a mindset. It's hard. Like that, that's always like even, you know, in when I was owning GM, I realized it wasn't necessarily a certain demographic as I would have 60 or 5 year olds and 21-year-olds and you know, high schoolers, and you know, athletes, ex-SEALs, you know, soccer mom, you name it, the whole thing. And I was like, God, what is connecting all these people? And I realized it was just a specific type of mindset, right? It was a growth mindset more than anything. But it's so it's so hard to isolate and market to these people. And uh I I would imagine that's the task that your marketing team is probably looking at right now. Yeah, 100%.

But the what's great, what's great about all of this is when you find the people that talk about mindset. Right, that that speaks to a mindset. Like Dr. Huberman does that, right? Like, what combines Andrew's entire audience? It's a mindset driven. Like my dad listens to Huberman, right? And I know the 23-year-old from you know the Carolina Panthers listens to Huberman. Like they don't they probably don't listen to any other similar podcast or consume probably any of the same other media at all, which is really what's fascinating. And what we found, right? In honestly, in podcast land and with these experts, is it it is mindset driven. A lot of these people are aligned to mindset. Um and it's a really powerful thing, right? Because if you're just for an athlete, right, like athletes are optimizers, but they're leveled down, right? They're not the they're not the, you know, uh, right. Like if we say, let's go get the triathlete, we're gonna get them, we're gonna get the life optimizer who's a triathlete. And we can speak to them, but we want to be a level up. If we're just speaking to them as triathlete, we're we're now a you know a very different business. Like we want to speak to them as what is their mind, how are they thinking about optimization? Because they're probably a triathlete. They're trying to optimize performance there, but my guess is they're trying to optimize in other places of their life. There's a reason why they're a triathlete or a CrossFit athlete, or like that, there's a reason why they're doing those things. And it's getting behind that reason, which I think is so impactful.

Yeah, yeah, it's great, man. Well, um, I know we only have a few minutes left here and you got a company to run. What uh what do you what do you need right now, Jeff, as far as you know, listeners out there, um, you know, partnerships or um, you know, any kind of engagement you'd like to hear from them? What can they help you?

Yeah, I think as a business, we are always really interested in hearing um what we can do better, right, uh, as a whole. Like open feedback, right? Like we got a lot to get better at. Um, and also like what products we need. Like, are there things that are like, hey, I wish I could find this product from a valuable source? Um, and so I think that's really important. We're always looking for partnerships and to partner with people, whether it be you know, trainers, gyms, nutritionists, whatever that may be. Like, we just want to bring people in the ecosystem and help support them as well. We have a great kind of team around growth and partnerships that that I'm really excited about, that are incredibly passionate, that live this lifestyle, that this is who they are as well. And um, they wake up every day thinking about how do we democratize high performance. And we do that through experts, right? Eric, you're an expert, right? You're not the Stanford neuroscientist, but you in your little sphere of influence, you're an expert, and you influence those people. And that's incredibly important, right? And the the people that are listening here as well, like you all are like experts on a different level. Like you have some zone of genius that you're really good at. And maybe it's just here's what I heard from Huberman. And you know, a lot of people are sick of me and saying, Hey, did you hear this on Huberman? They're like, shut up about Huberman. Um, but eventually they end up listening to Huberman and they're like, I had no idea, um, which is quite fascinating as as we think through through the concept. So we're always open for that. But I would say, how do we make it? Make us better, right? Talk if you love us, talk about us with your friends, right? Et cetera. Um, and if you have, if you've done business with us, right, tell us how we get better. Tell us what you need. Um, you know, like we are a really fast growing company. Like we've had a ton of I would call growth pains uh over the last eight to 12 months of like breaking subscriptions because we are an inventory and all those things. But um, but thank you for everybody. Yeah. Check us out, livemomentus.com.

Right on. Right on. Well, Jeff, I uh really appreciate our conversations. Super happy for you and everything you've done. I love the way that you guys are going about this, you know, taking uh, you know, what's kind of a antiquated model of a supplement and and creating something new within that market. And I think it's really cool and exciting and leveraging all the experts and where we could talk about agnosium. So congratulations and everything. Let's not make it two years before we talk next. Let's uh let's try to try to do it again sooner and uh really appreciate your your time and energy and and efforts, man. Ladies and gentlemen, Jeff. Thank you, Eric.

Deal, deal. No more two years.

Hey, wait, don't leave yet. This is your host, Eric Malzone, and I hope you enjoyed this episode of Future of Minute. If you did, I'm gonna ask you to do three simple things. It takes under five minutes and it goes such a long way. We really appreciate it. Number one, please subscribe to our show wherever you listen to it, iTunes, Spotify, Castbox, whatever it may be. Number two, please leave us a favorable review. Number three, share. Put it on social media, talk about it to your friends, send it in a text message, whatever it may be. Please share this episode because we put a lot of work into it and we want to make sure that as many people are getting value out of it as possible. Lastly, if you'd like to learn more, get in touch with me, simply go to the futureoffitness.co. You can subscribe to our newsletter there, or you can simply get in touch with me as I love to hear from our listeners. So thank you so much. This is Eric Malzone, and this is the Future of Fitness. Have a great day.