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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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
• …<…

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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…

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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…

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Joey Savage returns for Episode #233 of the PricePlow Podcast, and he’s got two announcements stacked on top of each other:

1. 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.
2. 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…

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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 TruShieldâ ¢ 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.

TruShieldâ ¢ Certified App: Easier to Track New Drug-Tested Supplements

TruShieldâ ¢ Certified is also proud to announce the creation of the TruShieldâ ¢ 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: TruShieldâ ¢ Certified, MAC Energy, and Marc Lobliner’s goBHB Update

https://www.youtube.com/watch?v=MnCXO5JdZhU

Detailed Show Notes: Marc Lobliner on TruShieldâ ¢ 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 TruShieldâ ¢ Certified

• Marc Lobliner on Instagram: @marclobliner
• Marc Lobliner on LinkedIn
• CleanForm Nutrition on Instagram: @cleanformnutrition
• …

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