I don't want to be one of those "unc status" Older Millennials but some of y’all younger folks need to learn that success doesn’t just drop into your lap. And while I rarely share how my brain processes the world, allowing me to deconstruct patterns and see around the corner...invariably leading to the compelling insights you expect (and love) within my regular content, I’m beginning to realize some of that stuff might be valuable to share occasionally. So, for my regular audience members...this one will probably be quite different than my typical content but stick around, as you’ll probably learn something new (and more personal) about me. Also, the reference clips you’ll see shared throughout this content piece were filmed inside of the Greater Columbus Convention Center during the 2023 Arnold Sports Festival weekend. And while the full hourlong podcast episode was uploaded to the Cory G Fitness app experience three years ago, I never redistributed any of this content on my own platform. But instead of just resharing my entire guest appearance from Cory Gregory’s roundtable podcast…this is a curated collection of what I believe were the most impactful moments. Moreover, by weaving together some additional gap-filling commentary…I’ll hopefully be able to provide you with a unique perspective on how I’ve earned my distinct level of success. And I know “talking about success” is a bit cringy, but I’m the furthest thing from those self-help personal development influencers…so this will be less self-righteous performative motivational and more humble authentic informative (based on my experience). But more importantly…I’m confident that these eight foundational mindset elements within my 15+ year journey from brash young professional to largely being considered the top strategic voice within the sizable global supplement industry could be highly relevant (and extremely helpful) to anyone on the other end of this content.

According to Live Nation Entertainment, 60 percent of attendees alternate between alcoholic and non-alcoholic drinks at live events. Additionally, with internal consumer research showing that 80 percent of attendees believe a “great beverage” enhances the experience, it probably shouldn’t surprise you to hear that Live Nation Entertainment has taken an increasingly active investment role within the beverage industry. And as the “mindful drinking” and “sober curious” movements spread…Live Nation Entertainment continues to bet big on better-for-you alcohol alternatives, believing heavily that the growth of zero-proof partying will make the beverage segment increasingly attractive within on-premise settings. So, in recent years, the world's leading live entertainment company has expanded how attendees can celebrate throughout a show…strategically investing in Athletic Brewing, Liquid Death, JOLENE Coffee, and most recently social tonic maker Hiyo.

After your favorite viral pasta sauce entered its “parenting era” by teaming up with Little Spoon on limited edition clean-label, ready-to-eat meals…it got thinking how SAUZ might’ve unlocked the ultimate growth strategy, which centers around modern parents wanting the CPG brands they already love to growth their families. Could it become a blueprint for the next generation of “cool kids' food"? Imagine a milder Fly By Jing szechuan-inspired flavor of Serenity Kids pouches. Or what about including a Graza “drizzle kit” within those Tiny Organics “finger food meals” to make them extra fun. So, which “adult” CPG brand do you want to see collab on a kids' version next?

Celsius Holdings has come a long way from a single energy drink product launched more than two decades ago to a scaled platform with multiple billion-dollar beverage brand powerhouses. Although why does it feel like there’s still so much more that needs done? Celsius Holdings (NASDAQ: CELH) had quarterly revenue of $721.6 million, which was up 117% YoY. Excluding the Alani Nu acquisition-related financial impact, CELSIUS brand revenue declined 8% YoY. Alani Nu had quarterly revenue of $370 million. Rockstar Energy had quarterly revenue of $45 million. According to recent 13-week retail sales data, CELSIUS increased by 13% YoY...remaining the third-largest energy drink brand in the category with a dollar share of 10.9%. Alani Nu increased retail sales 77% YoY and is now the dominant fourth brand in the U.S. energy drinks market with dollar share of 6.7%. And Rockstar Energy retail sales decreased 10% YoY and is the seventh-largest U.S. energy drink with dollar share of 2.4%. If we look at Celsius Holdings combined brand portfolio, it reached 20% of dollar share...ranking it third and trailing only Red Bull and the combined Monster Beverage portfolio. Additionally, if you were to consider the last 52-week period ending December 28, 2025…Celsius Holdings retail sales surpassed $5.2 billion. Things drastically shifted for CELSIUS because of the August 2022 distribution and investment deal with PepsiCo. Additionally, when Celsius Holdings took ownership of the Rockstar Energy brand last quarter, it designated them the PepsiCo strategic energy drink captain. Also, another major aspect of “Celsius Holdings and PepsiCo strengthening its long-term strategic partnership” was the transition of Alani Nu distribution into the PepsiCo DSD system starting December 2025. So then, in my latest first principles thinking content piece, I'll explore four key factors surrounding why the next 12-18 months will define the future of the Celsius Holdings brand portfolio.

If Glanbia wanted to further increase Optimum Nutrition and ISOPURE brand household penetration, should it focus more on brand marketing or production innovation? Glanbia Plc (LON:GLB) is a multibillion-dollar global nutrition company that's currently comprised of three divisions that span across the B2B supply chain (i.e. Health & Nutrition and Dairy Nutrition) and branded products (Performance Nutrition). “Health & Nutrition” is a leading global ingredients solutions business, providing value added ingredient and flavor solutions to a range of attractive, high-growth end markets. In 2025, revenue was $629 million, which increased by 11.5% YoY. “Dairy Nutrition” is the number one producer of whey protein isolate…and provides a wide range of dairy and functional protein solutions. In 2025, revenue was $1.52 billion, which increased by 2.8%. The brands in the Glanbia Performance Nutrition portfolio include; Optimum Nutrition, BSN, think!, ISOPURE, and Amazing Grass. In 2025, Glanbia Performance Nutrition revenue was $1.8 billion, which decreased 0.9% YoY. Additionally, I'll dive deeper into Glanbia Performance Nutrition geographical, sales channel, product format, and categorial performance. As part of the branded products portfolio part of the group-wide transformation program announced last November, Glanbia completed the sale of SlimFast and Body & Fit. Optimum Nutrition, which was the initial M&A transaction in 2008 that created the GPN division, now represents 75% of the total revenue. In 2025, Optimum Nutrition generated revenue of approximately $1.35 billion. The other largest GPN brand is ISOPURE, which is a premium high-protein, low-carb brand grounded in purity. And I’ve loudly proclaimed for several years that “ISOPURE had arguably the largest untapped upside of the entire GPN portfolio.” In fact, I’ve said it had billion-dollar global brand potential. But with the two largest brands within GPN growing in 2025, what must be solved for Optimum Nutrition and ISOPURE to reach their greatest ambition level. Therefore, our examination will focus on household penetration, as it’s often used as a key performance indicator that helps quantify brand health and growth opportunities for CPG brands. Essentially, higher household penetration proves velocity, making retailers more likely to stock a brand, thus increasing all commodity volume, while selling more items to these new households increases total distribution points. Moreover, product innovation and brand marketing act as the "fuel" to this “primary growth engine," accelerating the relationship between household penetration, ACV, and TDPs.

Can BUM Energy successfully make the move from “supplement store” niche product to the energy drink market’s next breakout superstar? Admittedly, while dubbing BUM Energy a “supplement store niche product” is probably unfair…it speaks to how the energy drink was launched as a collaboration between six-time Mr. Olympia Chris Bumstead (CBUM) and his fellow co-owners in the sports nutrition brand RAW Nutrition. And few supplement brands (especially in the last handful of years) have captured the zeitgeist of the fitness and lifestyle community quite like RAW Nutrition (and BUM Energy). Moreover, everyone has likely heard this “broken record” (by now), which expresses my long-held belief (proven correct) that the best and brightest sports nutrition brands could compete against any large CPG incumbent when it comes to functional food and beverage. So, if anything…I’d consider it a somewhat “badge of honor” earned within this journey navigating the rapidly evolving beverage landscape. But then, it’s important to establish my definition of a “breakout star” within the approximately $27 billion U.S. energy drinks market…which is currently growing somewhere between the low- to mid-teens percentage YoY range. But when referring to a “breakout star,” I’m talking about (1) being among the “top 15” energy drink brands based on last 52-week retail sales data, (2) growing at least five times the categorical average, and (lastly) not being partially/wholly owned by one of the Big 3 nonalcoholic beverage giants. But in my latest first principles thinking content piece, I'll explore various strategic reasons why I believe BUM Energy is currently positioning itself as one of the most credible challenger energy drink brands. Likewise, why this upcoming “Year 3” will be its most important…especially if BUM Energy wants to become the energy drink market’s next breakout superstar.

Is it just me or have you also noticed a growing amount of energy being placed on the creation of "lower caffeine, higher electrolyte" beverages? Are we experiencing an accelerated convergence of the energy and sports drink categories? Driven by consumer demand for beverages that offer both functional hydration benefits and an energy boost, the blurring lines are set to drive further market growth and innovative product iterations. But in hopes of bringing more attention to the optionality within this beverage trend, here are three unique examples for consideration. Firstly, Cadence RACE Energy Hydration Drink includes the brand’s core electrolyte blend, but also an evidence-based 1:2 ratio of caffeine & l-theanine to sharpen focus (and fight fatigue). Next, podcaster Alex Cooper packed Unwell Hydration with 700mg of electrolytes, along with a gentle dose of 75mg of natural caffeine. Finally, Huxley puts an all-natural spin on the blurring beverage category…including 90mg of plant-based caffeine from upcycled Cascara Superfruit.

Innovation doesn’t need to (and usually shouldn’t) be complicated. In fact, look at the recent Wonderbelly acquisition. It reimagined OTC medicine by moving beyond sterile branding, offering effective products with clean ingredients and enjoyable flavors…targeting health-conscious Millennials (and Gen Z) looking to make digestive relief a more positive experience. So, if you really want to create something that has lasting impact, it needs to be a combo of “new” yet “familiar.” And many of today’s most successful CPG brands resulted from identifying that doing something too closely related to market leadership won’t get noticed…but doing something too novel and it will create confusion.