Volume 53 | Creatine

📰 The Pulse

Creatine | The Most Underrated Superdrug in Sports and Life
Creatine isn’t just for bodybuilders anymore. It’s quietly become the most researched and trusted performance supplement on the planet.

From brain health and energy metabolism to potential therapeutic effects on Alzheimer’s and depression, creatine is proving itself as a modern-day superdrug.

But here’s the twist — some of the top-selling creatine products on Amazon don’t even contain any creatine.

Dan McCormick, founder of Create Wellness, has been leading the charge to expose the fraud. Over the past six weeks, he submitted direct evidence to Amazon showing that three of the highest-selling creatine gummy brands are entirely fake.

As of today, those products are still live—and combined, have moved over 50,000 units in the last month.

Playbook Take — It’s wild how fast performance supplements are evolving—and equally wild how shady the market can be. If you’re taking creatine (and you probably should be), make sure it’s from a trusted source. Here are three we vouch for below.

1. Create Wellness — Creatine Gummies + packets

2. PROMIX Nutrition — Creatine Monohydrate

3. Thorne Supplements — NSF-Certified Performance Line in tub and single serve packets.

🧬 The Shop

BPN | G1m Sport +
This dropped yesterday! An endurance pre-workout with carbohydrates, electrolytes, caffeine and nootropics, to fuel your body and mind while training.

Use Cadence | Cream Soda & Melon Berry Drink
Launched 6/02/25 - Cadence adds two new summer flavors to their core 500 RTD collection.

Frozen One | Protein Ice Cream
Frozen One is a new high protein, low calorie ice cream made from all-natural ingredients with all the creamy deliciousness of the ice cream you know and love. With 40 grams of protein and an average of only 405 calories per pint, Frozen One delivers all of the gains with none of the guilt.

Athletic Nicotine | Pouches
Nicotine for Athletes — Next-level nicotine for the winner in all of us. Gradual Lift, Soft Landing. Made in the USA. Trusted by Pro-Athletes.

Lululemon | Wild Feel Trail Shoe
The brand’s first-ever trail running shoe just dropped. For runs where the sidewalk ends. Wildfeel's rugged traction and precise fit let you forge fresh trails.

PROMIX | White Peach Electrolytes
PROMIX is back with another clean, functional flavor—White Peach. It’s refreshing, sugar-free, and made with real Himalayan salt and coconut water powder.

Ankle Repair | Achilles Elite
Achilles Elite is an innovative machine that offers many benefits and gives every athlete the advantage to perform with confidence. Allowing them to play at 100% even after suffering serious injuries.

Bendy Bar | Flexibility Training, Upgraded
I found this over the weekend. The BendyBar is the ultimate tool to restore mobility, improve core strength and enhance balance- without putting unnecessary strain on your body

👟 Supercharge Your Stride

Carbon fiber meets biomechanics. Aurorra’s Super Insoles are engineered for serious athletes—boosting energy return with every step, helping you run farther and faster.

Built for daily use in lifestyle shoes, athletic footwear, and boots. They are arch-neutral and feature 10x more energy return than standard insoles.

Whether you're training for a 5K or chasing a PR, this is next-level foot tech.

Get 30% OFF using code LUXEE-AXA30 here.

💰The Boardroom

David Protein Raises $75M, Acquires Epogee
On May 29, 2025 David Protein—founded by RXBAR creator Peter Rahal—announced the close of a $75 million Series A led by Greenoaks. The capital will be used to scale manufacturing, grow retail reach, and fast-track R&D.

More interestingly, the brand also acquired Epogee, makers of EPG, a plant-based fat alternative that reduces calories and fat without compromising taste.

Why it Matters?
Peter sold RXBAR to Kellogg for $600 million in 2017. After five years of laying low due to a non-compete, he’s back—and taking aim at the entire food-tech landscape.

Protein bars are just the beginning. The global protein snack market is set to more than double over the next decade—from $8.6B in 2024 to $20B by 2033. This isn’t just a protein play. It’s a modern food revolution.

Throne Raises $4M for Bathroom Diagnostics
Gut health startup Throne secured $4M in a seed round led by Moxxie Ventures, with participation from Lance Armstrong and Justin Mares.

Funding will help bring its AI-powered toilet-affixed diagnostic device to market early next year.

Supra Human Surpasses $25M in Revenue, Redefining High-Ticket Fitness Coaching
Supra Human, a high-end Scottsdale-based online coaching company co-founded by former NFL player John Madsen and former FOX and NBC anchor Nineveh Madsen, has surpassed $25 million in annual revenue, with projections reaching $52 million after Q1.

The brand targets clients earning at least $150,000 for men and $100,000 for women, figures that serve as the minimum income thresholds for program eligibility.

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