Maren Holloway-Achebe ran distance in college and then spent years auditing food manufacturers. Dev Castellano ran supply chain for a Colorado natural-foods company. What they had in common was a habit of turning a tub around and reading the back, and a shared irritation with what they found there.
One greens powder, and no proprietary blend
The greens powders on the shelf in 2019 listed impressive ingredients under one total weight, a proprietary blend, so nobody could tell how much of any of them was in a scoop. Our first product was the opposite: one scoop of greens, grasses, fruit, fiber, enzymes and a probiotic, with each ingredient and each dose printed on its own line.
With it came the promise Dev built the operation around: every lot is tested by an outside lab for heavy metals and microbes, and the results are published by lot number, so anyone holding a tub can look up their own.
A label should answer the questions people ask before they ask them: what is in it, how much, what it is made with, and who should not take it.
A short line, grown one product at a time
The line grew the same way: grass-fed whey isolate and a pea and rice plant protein, collagen peptides, creatine, magnesium glycinate and a melatonin-free sleep blend, sugar-free electrolyte sticks built for training at altitude, fish oil and algae omega, vitamin D3 with K2, an iron-free multivitamin, a probiotic, three kinds of gummies, and stacks that ship as one subscription. Each one names its source, its allergens and its sweetener, because those are the questions people ask first.
A subscription you can leave
Most of what we sell goes out on a subscription, so we built the subscription the way we would want one built for us. It takes 15% off and ships free, sends a reminder three days before every renewal, and can be skipped, paused, swapped to another flavor or canceled online in a couple of clicks. A subscription that is hard to leave is not one we want to run.
Warnings on the front
The questions that matter most are about allergens, pregnancy and medication. We answer them with the label and a firm referral to your own doctor, never with advice, and we print the warnings on the front panel: caffeine in the pre-workout, melatonin in the sleep gummies, vitamin K with blood thinners, fish in the omega.
Where we are now
- Forty-one people in Denver, five of them in Member Care.
- About 240 independent gyms, studios and physical-therapy clinics carry us, and regional natural grocers in Colorado, Utah and Arizona.
- Every lot of every product third-party tested, with results published by lot number.
- A first-purchase guarantee on every product, even opened.
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- Best seller
- Refillable
Greens Powder
Daily Greens
One scoop of greens, grasses, fruit, fiber, enzymes and a probiotic, with every dose on the label
From $59
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- Subscribe & save
Protein Powder
Grass-Fed Whey Isolate
Whey protein isolate from pasture-raised cows: 25 g of protein a scoop, sweetened with monk fruit and stevia
From $54
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- Subscribe & save
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- Subscribe & save
Minerals
Magnesium Glycinate
Fully reacted magnesium bisglycinate: 200 mg of elemental magnesium in two vegan capsules, no oxide
$32
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- Low stock
- Subscribe & save
Electrolytes
Electrolyte Sticks
Sodium, potassium and magnesium in a sugar-free stick, salty on purpose
$36
These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.