Active Overwatch 025

Here’s your weekly roundup of news, trends, and stories in the health & fitness space. A list of what’s happening, new innovations, interesting finds, and more.

Weekly roundup

Create launches daily performance gummy. Featuring a blend of creatine, superpowered mushrooms, organic greens, and daily core vitamins.

• Create’s claim to fame is their creatine gummies. This is one of my favorite examples of changing the form/delivery of a product to succeed. Creatine was a bit taboo and viewed as a “bulking” supplement, but making it a colorful gummy opened it up to mass appeal. And Create is doubling down on gummies with this new launch - I love the approach.

Orgain launched protein shots. A 4oz shot that contains 20g of whey based protein. Coming in both chocolate fudge and vanilla bean flavors.

• I haven’t tried this product so I don’t know if that amount of whey in a small bottle will be a good consistency. But following the theme from above, I do love the approach of taking protein and changing its form of delivery. This is what 5 Hour Energy did with energy shots and it launched them to success. Wouldn’t be surprised if this becomes a big trend among protein brands.

Concept2 unveils StrengthERG machine. It will function using the same air resistance force that their cardio machines have and allows you to do exercises like leg presses, chest presses, and rows.

• Previously Concept2 only had cardio focused machines for rowing, skiing, and biking. They all used air resistance to power the training, which is what this new StrengthERG has as well. Strength training is gaining popularity and I can see this finding a nice lane in the older demographic or people looking to put less stress on their joints, while still getting the benefits of strength training.

Reebok launches supplements. They call it the “Reebok Performance System” and features a pre-workout + creatine blend, whey protein + collagen blend, and a BCAA + EAA + electrolyte blend.

• This is a bit of a head scratcher to me and feels like a scramble play. Could they have done this in the early 2010’s and seen success? Maybe, given the height of CrossFit and their partnership. But at this point Reebok has declined and supplements are a saturated space driven by branding, which I don’t think Reebok nailed with this packaging.

SuppCo raises $5.5M in seed funding. A supplement companion app that aims to give you better health results by analyzing your supplement stacks then providing ratings and tips.

• I love what this company is doing. The supplement space is flooded with products and can be hard for consumers to know what to take and what brands are high quality. There is a huge need for directory / info type products that educate and help consumers, so well done SuppCo. This applies to other categories as well such as Oasis for water and Fig for food.

Oceanfoam launches mat collection. The first workout mats made from algae and recycled materials. Adding to their product suite that also features rollers.

• Want to shout out this company because creating products that are sustainable, look good, AND high quality is not easy to do. And they’ve accomplished it. Support companies like this if you can.

Calm partners with TRIP to launch a drink. The meditation app, Calm, and beverage brand, TRIP, collab for this stress-supporting drink featuring Magnesium, Lion’s Mane, Ashwagandha, and L-theanine. The cans also have a QR code for 3 free months on the Calm app.

• This is one of the more unique collabs we’ve seen recently. A CPG beverage company and a mobile app company. While their core offerings are wildly different, they cater to similar crowds looking to destress and unwind. Seems like a win-win for these companies.

Ronaldo invests in Bioniq. The soccer icon becomes a major shareholder in the personalized supplementation company, bringing their total valuation to $82M.

• I saw this company at the Jack Taylor Wellness Showcase and was really impressed - mainly by the science behind their patented Swiss granules supplementation form. I’ll do a deep dive video on this soon, but a cool rabbit hole to go down if you’re bored.