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=[YOUTUBE

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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

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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
• ……

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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…

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