Fitness queen Tammy Hembrow surprises fans with major announcement
Whether you're a gym enthusiast or starting a fitness journey, you've probably heard the scoop that protein shakes can give your workout a serious boost.
In Australia's saturated sports nutrition market, most products are made with men in mind - packed with male-centric branding and an information overload, often leaving women feeling sidelined.
But the Hembrow sisters - Tammy, Amy and Emilee - have flipped the script with Selfish Supps - a new sports nutrition brand offering seven nutritionally balanced formulas, made for women, by women.
'We just want women to know they deserve to take care of themselves, and it doesn't need to be complicated or overwhelming. Selfish is here to make prioritising your needs simple and guilt-free,' Tammy told Daily Mail Australia.
Selfish Supps has launched exclusively at Chemist Warehouse, making sports nutrition more accessible and affordable for women of all kinds, while taking the guesswork out of figuring out what you need to reach your health and fitness goals.
The multi-purpose formulas include: Give Me Plant Protein (Chocolate and French Vanilla), Give Me Protein Water (Tropical Crush and Very Berry), Hydrate Me (Pink Lemonade), I Want Energy (Juicy Watermelon), and Balance My Gut (Blueberry Bliss).
Every product is backed by science and designed to support women's unique health and fitness needs - from energy, endurance and muscle tone to recovery, focus, gut health and hydration.
The famous Gold Coast sisters saw a gap in the market for women's sports nutrition that's not only simple and delicious, but also helps fuel your body, whether for a workout or a workday.
' Selfish removes the stigma around women's sports nutrition. No bro science, no gym junkie jargon. It's a brand that speaks to women in their own language,' Emilee said.
'The packaging, product names and messaging - it's clear, simple, and supportive. You know exactly what you're getting and how it'll help you, without the confusion.'
The sisters said shoppers should be most excited about the tasty flavours in their range, as they are 'meticulously crafted formulations' - without the chalky textures and gritty powders that many powders are typically known for.
'Honestly, not to brag but we've nailed the flavours,' Emilee said.
'They're so juicy, refreshing and don't leave any bad after-taste the way other powders can.
'It was really important to us to create products that women actually enjoy drinking, because if you don't enjoy it you won't be consistent and won't see results.'
The idea to create Selfish came to mind after fitness queen Tammy was constantly bombarded with questions from her community of millions of fans, all seeking her recommendations.
'I realised how confusing the sports nutrition space was for women, and that nothing out there really spoke to us or prioritised our needs,' Tammy explained.
'Also, too many women feel guilty for putting themselves first or are called selfish when they choose to prioritise their own needs before others.'
Her sister Amy couldn't agree more, explaining that 'mum guilt is so real'.
'I know I put a lot of pressure on myself to always show up for my kids, but you can't show up and be your best 100 per cent of the time. It's even harder if you're not looking after yourself physically and mentally,' Amy said.
'To me sports nutrition isn't just about dropping dress sizes or fuelling gym workouts. It's about having the strength to carry my kids, the energy to play with them and feeling really good about myself so that I can pass good habits on to them.
' Selfish champions that and recognises that every woman's goals are different.'
If the sisters could only choose one Selfish product, Tammy's favourite is the Give Me Plant Protein.
'Protein intake is so important for women and I prioritise Give Me Plant Protein with every meal or snack. Ours are so creamy and smooth and give you 20g of vegan protein per serve,' she said.
Her sister Amy couldn't get enough of Balance My Gut.
'Gut health is so important and Balance My Gut is unlike any other greens powder or gut health product I've tried,' Amy said.
'The blueberry flavour is really yummy and it has a much simpler ingredient list with 10 key nutrients so you're actually getting an efficacious dose.'
The famous Gold Coast sisters saw a gap in the market for women's sports nutrition that's not only simple and delicious, but also helps fuel your body, whether for a workout or a workday
Emilie said she's obsessed with Give Me Protein Water.
'I love the juicy flavours and they're perfect for the times you don't feel like a heavy shake or milky protein,' she explained.
For any women curious about the new range, the sisters have shared their top picks.
' Give Me Plant Protein, Hydrate Me, and I Want Energy are my picks,' Tammy said.
' Protein is essential for women's energy, strength, and recovery. Hydrate Me for hydration you'll actually crave. And I Want Energy because I work out every day and need that extra boost of energy without the coffee crash or jitters.'
Amy said her must-tries are Balance My Gut, Hydrate Me, and Give Me Protein Water.
'Gut support is a game changer, and the electrolytes in Hydrate Me are so important for recovery and feeling great,' she said.
'The protein waters are the easiest, lightest way to get extra protein in.'
Selfish Supps flips the script with seven purposefully formulated sports nutrition products designed for women who want more - from their fitness, their mindset, and their goals
Emilie said Hydrate Me, Give Me Plant Protein, and Balance My Gut are part of her daily routine.
'They're the ones I use daily and recommend to all my friends - simple, effective, and taste incredible,' she explained.
'I've never had a greens powder I actually enjoyed and would stick to until we created Balance My Gut.'
Putting women at the forefront, the sisters are thrilled to see their brand Selfish Sups now rolling out in Chemist Warehouse stores nationwide.
'It's honestly surreal. We've worked so hard on this brand and to see it go from an idea to being on shelves in Chemist Warehouse is a pinch-me moment,' Tammy said.
Amy said they are 'so proud' to see their products more accessible to women.
'Good nutrition should be available to everyone,' she said.
Emilee agreed, adding: 'It's such a proud, full-circle moment. To build something with my sisters and now see it on shelves is the best feeling.'
To shop the Selfish Supps range, click here.
The new Selfish Supps line-up
Give Me Plant Protein: 20g of deliciously smooth lean plant protein per serve to fuel your day - from workout to workday. Pea, brown rice and hemp protein are blended with a dose of prebiotic fibre to support lean muscle growth and performance while being easy on the stomach and deliciously smooth and creamy. Flavours: French Vanilla and Chocolate
Give Me Protein Water: A refreshing and hydrating hit of hydrolysed plant protein to help you hit your daily protein goals. Pea and brown rice protein deliver a complete amino acid profile to support lean muscle growth, tone and repair in a mouth-wateringly refreshing, non-gritty formula. Flavours: Flavours: Tropical Crush and Very Berry
Hydrate Me: Your thirst-quenching electrolyte powder with magnesium and vitamin c to amplify recovery and fast track hydration. Rehydrate your body post-workout or party supported with a sweet yet zesty and refreshing hit of hydration supported by coconut water, zinc and key electrolytes. Flavour: Pink Lemonade
I Want Energy: An extra-juice pre-workout with essential amino acids for non-jittery performance, stamina and focus. Think sustained, long-lasting energy without the crash, with branch chain amino acids and green tea extract to support your workouts, fuel performance and unlock endurance. Flavour: Juicy Watermelon
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