Latest news with #Momentous
Entrepreneur
7 days ago
- Business
- Entrepreneur
What's Really Inside Your Supplements? This Founder Is Uncovering the Truth Behind the $180 Billion Industry
From creatine to NAD+, this company is uncovering the truth behind mislabeled, underdosed and overhyped products. Opinions expressed by Entrepreneur contributors are their own. I recently wrote about creatine and profiled Jeff Byers, co-founder of Momentous, for a reason: integrity matters. When it comes to what we put in our bodies, especially for entrepreneurs aiming to optimize energy, recovery and longevity, founders and consumers deserve transparency and truth. And yet, the supplement industry is booming with very little of either. We're in the middle of a health optimization gold rush. Creatine gummies, NAD+ capsules, sleep pills and brain-boosting stacks are everywhere. Scroll Instagram, walk into Erewhon or search Amazon, and you'll find thousands of options. The global supplement industry is growing fast and is expected to top $240 billion by 2028, yet many of these products do not contain what they claim to. You may be spending $30, $50 or $90 on a supplement and getting barely a trace of the active ingredient, or in some cases, nothing at all. Unlike pharmaceuticals, supplements don't require FDA approval before hitting the market. That creates a loophole where products can launch quickly, and claims, unless dangerously false, go largely unchecked. And it's not just obscure or small brands. Some of the top-selling supplements on Amazon are underdelivering, misleading or worse. That's where Steve Martocci and SuppCo come in. Martocci, best known for founding the music-tech platform Splice, is now on a mission to fix one of the most frustrating problems in wellness: a lack of transparency. SuppCo is a health tech startup that independently tests supplements and publishes public reports that give consumers one thing the industry often avoids: truth. CEO and Co-Founder, Martocci, struggled with his health for most of his life, reaching nearly 300 pounds despite playing three sports and training consistently. Martocci said to me, "Traditional medicine failed me. I remember being told my labs were on the 'low end of normal' and that nothing could be done. It was completely disheartening." After selling GroupMe to Skype, Martocci discovered functional medicine and began working with a doctor on a tailored supplement stack. He lost nearly 100 pounds over the next year and realized that even though supplements had become mainstream, there was no software actually to help people navigate this space. The supplement industry is a $180 billion market, yet it's filled with confusion, noise and a multitude of products that don't deliver what they promise. With SuppCo, Martocci is on a mission to transform how people discover, manage and optimize their supplement routines. Join top CEOs, founders and operators at the Level Up conference to unlock strategies for scaling your business, boosting revenue and building sustainable success. I was introduced to SuppCo's work through their recent Creatine Gummies Report. Creatine, which I personally take and have written about, is one of the most well-researched supplements for both brain and physical performance. But not all products are created equal. SuppCo tested five popular creatine gummy brands sold on Amazon. Only two passed. One contained less than 25% of the labeled amount. SuppCo recently published a report on NAD+ supplements, a trending ingredient in the longevity and cellular energy space, which tested nine products and was even more revealing. 4 passed (Double Wood, Rho Nutrition Liposomal, NatureBell and Thinbi), with Thinbi exceeding its claim at 103%. 5 failed, including Maripolio, which showed 0% of its claimed NAD+. Others tested at less than 3% of the listed amount on the label. NAD+ was the perfect follow-up to the creatine testing series because it represents everything confusing about the supplement space right now. Martocci explained that NAD+ is one of the fastest-rising compounds in longevity and biohacking, endorsed by scientists and influencers, but it's also one of the most confusing for consumers. Martocci said, "You can supplement with NAD+ itself or its precursors like NR and NMN, and most consumers don't understand the bioavailability differences between the three and that one of them is distinctly worse." When we see brands cutting corners on things we can measure, like certifications and testing transparency, they're usually cutting corners on things we can't see too, like what's actually in the bottle. As NAD+ continues to trend for its role in cellular repair and longevity, the gap between marketing and reality becomes even more concerning. Related: Why Top Entrepreneurs Are Swapping Beach Vacations for Longevity Retreats If you're a wellness founder, product integrity is not just a checkbox. It is the heartbeat of your brand. Jeff Byers' company, Momentous, invests in clinical research and testing not because it is required, but because it is what builds lasting trust. Byers told me, "That means showing the science, backing it up with testing, and being radically transparent with our consumers." The next generation of wellness brands will not win on hype. They'll win on data. Consumers are becoming smarter and more demanding, and they want to see the data. SuppCo has already rated over 700 brands and 22,000+ products, and their TrustScore has become remarkably predictive of testing. Now, quality brands are reaching out not just to request a TrustScore, but to get feedback on how to improve their quality practices. When choosing supplements, most people go wrong by treating supplements as if they were all the same. For example, they'll buy the cheapest magnesium without realizing that magnesium oxide has terrible bioavailability compared to magnesium glycinate. Or they'll choose a multivitamin based on how many vitamins are crammed into it, not whether those forms and doses actually work together. Jenna Stangland, co-founder of A4 health and Dietitian for the Minnesota Timberwolves and Minnesota Wild, explains how important it is to ensure that a supplement is tested and validated, as most likely, the dose on the label may not match what is in the bottle and even worse, it could be contaminated. Stangland personally takes NAD+ regularly to support her own energy and help her body adapt to stress and inflammation as she's on airplanes and traveling with teams multiple times per week. Having only tested the creatine and NAD+ categories, SuppCo is just getting started. The company plans to test every major supplement category where there's confusion or questionable quality. This includes protein, magnesium, pre-workouts and nootropics — anywhere consumers are making decisions based on incomplete information, their aim is to bring transparency. Related: Are Your Employees Stressed? You Need to Embrace Transparency. A big milestone they hit recently is the launch of SuppCo Pro, a premium subscription that unlocks deep personalization features. They have received strong user response to their Personal Nutrient Plan, which creates tailored supplement recommendations based on a user's specific goals, as well as their Product Optimizer, which suggests higher-quality, better-value alternatives to what a user is currently taking. This is where the real magic happens, as they can offer truly personalized guidance. I personally appreciate how easy it is to understand their public reports. On the app, you can quickly see whether a product passed or failed, and why. They even launched a browser extension that flags whether the supplement you're browsing has been independently tested. For those of us who care deeply about healthspan, recovery and long-term performance, this kind of transparency is a game-changer.
Entrepreneur
13-06-2025
- Business
- Entrepreneur
Why This CEO Cut a $500,000 Per Month Product — And What Every Founder Can Learn From It
In a noisy supplement market filled with hype, Jeff Byers is proving that trust, transparency and a back-to-basics approach to wellness are the future. Opinions expressed by Entrepreneur contributors are their own. I helped launch Momentous over five years ago, and I've witnessed firsthand how the brand does not just talk about integrity, it lives it. But what impresses me more than the products, advisory board and partnerships, is the mindset behind it all. And that starts at the top. Jeff Byers, the Co-Founder and CEO of Momentous, is not your typical supplement company executive. A former USC and NFL offensive lineman, Jeff is a father of three boys, a values-first leader and someone who is not afraid to pull a top-performing product if the science no longer holds up. That's exactly what he did with Fadogia, a male hormone support supplement that was bringing in $500,000 per month in revenue. "When we looked at the body of research during our quarterly review, it just didn't meet our standard anymore," Jeff told me during a recent conversation. "We're not in this to chase every trend. We're here to build trust and offer only what's scientifically sound." Byers explained that it was difficult to rally the team around it because it was going to hurt the business in the short term. That quality over quantity, science-over-noise mindset is one of the reasons Momentous is rapidly becoming a go-to brand for the world's best athletes, military professionals and everyday high-performers. With years of experience in the nutrition and supplement industry, I've seen just how messy and misleading this space can be. It's overrun with hype, loose regulations and consumer confusion. Many products make bold claims, but few are backed by true research or certifications that mean anything. "Made in the USA," for instance, often just means "mixed here," not that the ingredients are U.S.-sourced or even clean. "It's easy to start a supplement company," Jeff says, but "it's hard to do it right." As a former NFL athlete shaped by discipline and setbacks, Jeff shared a powerful mantra from his USC Coach, Pete Carroll, that has become a guiding principle for how he leads today: "Do it better than it's ever been done before." Related: I Treated My Health Like a Business. It Changed My Life Jeff's approach is refreshingly clear: focus on foundational products backed by the strongest science - supplements like creatine, protein and omegas, what the brand calls "The Momentous Three™️." These essentials are difficult to get in sufficient amounts from diet alone, and have strong science for supporting lean muscle mass, brain health and long-term performance. Instead of flooding the market with trendy SKUs, Momentous doubles down on what works, then ensures those products meet the gold standard of NSF certification and label claim accuracy. That's uncommon in a category where what's listed on the bottle isn't always what's inside. "More isn't better," Jeff says. "Better is better." With that same mindset, the company recently launched "The Women's Three™️"composed of iron+, calcium and vitamin D3 to focus specifically on women's physiology, and this was led by Momentous' Co-Founder and President, Erica Wood and renowned female physiologist, Dr. Stacy Sims. Jeff is also one of the few leaders in the space who doesn't pretend supplements are magic bullets. I agree with his philosophy that health is behavioral first. Supplements are literally, supplemental. He was quick to point out that the growth of the supplement industry has paralleled the rise in chronic health conditions in the U.S., not the reverse. More supplements have not made us healthier, and it's a driver for why he and his team focus on simplifying, not complicating. His personal health philosophy is grounded in the 80/20 rule and with consistency driving results. Jeff told me, "If we can help people build better habits around nutrition, sleep and recovery, and then support that with the right tools, we're doing our job." Pulling a product like Fadogia or NMN (removed two years ago due to updated FDA regulations) isn't easy, especially when those products are high-margin. But Jeff views those decisions as long-term brand investments. He aims to build a brand people can trust - not just because they say the right things, but because they follow through with action. That's what makes Momentous different. This long-term approach is what allows Momentous to innovate from a place of responsibility. The brand partners with some of the best minds in sports science and medicine, including Dr. Andrew Huberman, Dr. Stacy Sims, Dr. Andy Galpin, Louisa Nicola and others, and develops every product with rigorous testing and intention. Not all certifications are created equal, and Jeff ensures the ones Momentous uses are meaningful. Related: I Work Nearly 50+ Hours a Week and Rarely Feel Tired Jeff's leadership hasn't been without setbacks. One of the most formative periods of his career came after merging Momentous with a prior company. His mantra at the time? "Don't Die!" He now describes it as both their biggest opportunity and biggest mistake. "We tried to blend two different cultures instead of setting a new direction," he shared. "I was trying to make everyone happy, and when you do that, you make no one happy." It took six to nine months of rebuilding to get the company aligned again. The lesson he learned is that if you don't set a clear north star, you don't have culture. And without culture, you have confusion. That clarity has become a hallmark of the brand today. Momentous isn't trying to be all things to all people. It's aiming to be the most trusted performance supplement company in the world — and it's on its way. Beyond business, Jeff is a father of three and a husband who is deeply committed to showing up at home, not just at work. He puts his phone away in the early evening and prioritizes presence. He explains that the lines blur quickly when you're building a company, and if he's not showing up for his family, nothing else really matters. That intentionality shows up in the way he leads, too, with transparency, humility and a relentless focus on the mission. In a world where it's tempting to scale fast, chase trends or throw spaghetti at the wall to see what sticks, the former Denver Broncos and Carolina Panthers offensive lineman is playing a different game. It's a game rooted in trust, science and human-first leadership. That's what builds legacy brands. Whether you're building a supplement company or any startup, Jeff's story is a reminder: doing the right thing may not be the fastest path to success, but it may very likely help you build a lasting brand.
Entrepreneur
15-05-2025
- Business
- Entrepreneur
Former NFL Lineman Turned Entrepreneur Helps Feed Island
After nearly burning out trying to grow his company, Jeff Byers reconnected with his core mission. Opinions expressed by Entrepreneur contributors are their own. Jeff Byers has spent most of his life surrounded by elite athletes. As an All-American at USC and later as an NFL lineman, he trained alongside some of the best in the world. And when he co-founded Momentous—a science-backed supplement brand used by pro teams and the U.S. military—his mission was to give people the tools to perform at their peak. But even Byers was blown away by what he saw in Hawaii. On the latest episode of One Day with Jon Bier, Byers recounts his visit to Maui Nui Venison, a company that humanely harvests invasive axis deer to restore native ecosystems and feed the local community. He joined the crew for one of their overnight harvests and watched as they carried 140-pound animals down steep volcanic slopes in the dark—again and again. "These guys are absolute machines," he says. "What they do is physically and mentally harder than anything I saw in pro sports." And they were using his product, Fuel, to get through it. Related: A Deer Invasion in Hawaii Has Turned Into an Environmental Crisis—And a Sustainable Business Opportunity Performance with purpose Fuel is Momentous' endurance supplement, developed for workouts lasting over an hour. It's 3:1 carb ratio provides steady energy with fewer spikes or GI issues—something that appealed directly to the Maui Nui crew, who endure loads of brutal physical exertion. Byers left that trip with a new sense of purpose. "We started this company to support high performance," he says. "But this was about something more." He partnered with Maui Nui to create a tropical-inspired flavor of Fuel, Passionfruit Orange Guava. For every pack sold, $10 goes to the Holo 'Ai program, which distributes wild-harvested venison to families across the island. The goal is to raise $200,000, enough to provide a meal for every resident on Maui. "It's not just a collab," Byers says. "It's a commitment." From the NFL to nutrition Byers' journey to building Momentous wasn't ripped from a playbook. After leaving the NFL, he went into finance before co-founding the biotech startup behind PR Lotion. That venture eventually merged with Momentous in 2021, and the newly combined company took off. But growth came with pain, sometimes worse than what he experienced on the field. The merger nearly broke him. "That was one of the darkest times of my life," he says on the podcast. "I was working 80 hours a week, burned out, trying to hold everything together—and failing at it." He had to rebuild not just the company, but himself. "I realized I was never taught how to lead people at this scale," he says. "I had to change. I had to become the kind of leader the company needed—or let it fall apart." That meant making decisions that hurt in the short term. He pulled top-selling products when the clinical data didn't hold up. He scrapped an entire production run of a nootropic when purity tests missed the mark. This cost Momentous time and money, but ultimately paid off. "We're not chasing trends," Byers explains. "We're chasing trust. That's harder, but it lasts." Today, Momentous products are used by every NFL team, hundreds of collegiate programs, Olympians, and even NASA. The company has landed on the Inc. 5000 list two years in a row. But Byers says success isn't about the metrics—it's about the mission. And that mission came into sharp focus during his visit to Maui Nui Venison. "You don't leave Maui Nui unchanged," he says. "They're feeding people, healing an ecosystem, and doing it all with purpose and grit. It reminded me that performance isn't about the spotlight—it's about showing up for what matters, even when it's hard." Related: The Supplement Business Has a Trust Problem. This Tech Startup Wants to Fix That.
USA Today
29-04-2025
- Entertainment
- USA Today
For South Korea-based CJ, the PGA Tour is perfect way to introduce America to ‘K-Culture'
For South Korea-based CJ, the PGA Tour is perfect way to introduce America to 'K-Culture' There is no shortage of great theater on the PGA Tour from week to week. Whether it's the 16th hole at TPC Scottsdale, the 17th at TPC Sawgrass, The Bear Trap at PGA National, or The Snake Pit at Innisbrook, the first half of the PGA Tour season is filled with must-watch moments. You can add the par-3 17th hole at THE CJ CUP Byron Nelson May 1-4 at TPC Craig Ranch to that list. The 17th is better known to locals as 'The Ranch' in tribute to Nelson, who retired early from tournament golf and settled on his ranch near Dallas. It promises to be one of the most raucous, exciting holes on Tour this season, not just because of the stadium setting or the fact that it's the penultimate hole. The short-iron tee shot brings the very real possibility of a hole-in-one. In fact, it wouldn't be a stretch to say that South Korea-based CJ is rooting for a historic ace, and with that, the opportunity for the renowned chefs from bibigo, the company's food affiliate, to showcase their skills with $40,000 in catered Korean food. Even birdies will pay dividends for the Momentous Institute, the nonprofit that has been the longtime beneficiary of the tournament and its host, the Salesmanship Club of Dallas. For each birdie on the 17th, CJ will donate $1,000 to Momentous, which supports children and families struggling with mental health issues. That program netted $76,000 for Momentous in 2024. Over the years, the tournament has raised $190 million for Momentous, and CJ, now in the second year of a 10-year title sponsorship, is committed to continuing that tradition. The tournament dates back a century, to 1926, when it originally was known as the Dallas Open before taking on the name of Nelson, a Texas icon, in 1968. CJ still honors Nelson and his legacy during the tournament, most notably with signage along the 15th hole that reminds attendees of his accomplishments. It's a win-win for the tournament and the title sponsor. CJ is an international conglomerate whose product lines range from food and drink to logistics, from beauty products to entertainment, including the Academy Award-winning movie 'Parasite.' While its products have a global following, the company is leaning into sports as a vehicle to raise awareness for its brands in the U.S. market. NBA fans know of CJ and its brands through its sponsorship of the Los Angeles Lakers. Similarly, THE CJ CUP Byron Nelson offered the company a unique opportunity to showcase the breadth of its product lines in one of America's fastest-growing cities while celebrating one of golf's most beloved figures. Yoosang Kim, executive director of sports marketing at CJ Corporation, said that 'Korean tradition is well feeding the guests with a warm welcome.' Building off its first year as title sponsor, the company will have 17 chefs onsite, creating what Kim believes is the 'best player dining experience' on Tour. 'Organically, this became a huge thing at the PGA Tour and everyone raved about the food experience at THE CJ CUP, including players, agents, PGA Tour staff and players' families,' Kim said. It's difficult to overstate the breadth of CJ's products, particularly its food and beverage lineup. The bibigo brand of ready-to-eat meals and snacks is a staple in grocery aisles across America and will be featured at three concession stands during tournament week. Elsewhere, the company's Tous Les Jours frozen lemonade will be available at five locations around the golf course. The company will showcase its portfolio of products at the 'House of CJ,' a villa located along the 18th fairway where, Kim said, the company aims 'to organically submerge the fans into K-Culture.' The House of CJ will go well beyond food offerings. It will include an Olive Young powder room showcasing Korean cosmetic products, a bar at the center of the villa serving traditional Korean spirits, K-pop serenading visitors, and an immersive, 270-degree cinematic experience. 'Honestly, it's a perfect way to promote our company and brands,' Kim said. CJ continues to show its sincerity and enthusiasm for golf. CJ has been supporting young golfers for over 20 years, and its ambassadors have accounted for 11 PGA Tour victories. CJ also provides opportunities to young golfers such as Kris Kim, who became the youngest player to make the cut at the tournament, breaking Jordan Spieth's previous record. As CJ continues to bridge cultures through sports, food and entertainment, THE CJ CUP Byron Nelson has become more than just a golf tournament – it's a vibrant stage where the company's values, vision and the essence of K-Culture come to life.
Associated Press
21-04-2025
- Business
- Associated Press
Rice announces historic enrollment growth, expanding access and free tuition
With a commitment to surpassing $1.5B in financial aid in next 5 years, strategic expansion focuses on opportunity, academic excellence HOUSTON, April 21, 2025 /PRNewswire/ -- The Rice University Board of Trustees has approved an ambitious plan to increase access to a Rice education by growing the university's student body by fall 2028, marking an unprecedented growth trajectory that began earlier this decade. The expansion is part of Rice's commitment to access and is aligned with a strategic vision to solidify its position as a global leader in both teaching and research. Rice, consistently ranked among the top 20 colleges in the nation by U.S. News & World Report, has increased its incoming class size from approximately 1,000 freshman and transfer students (2016-2020) to about 1,300 this year. The university continues to experience record demand, receiving over 36,700 applications for the 1,300 spots — a 13% increase from last year. The increased access also expands opportunities for financial aid through The Rice Investment, the university's free tuition program launched in 2019, funded in part by the university's endowment. With its planned growth in enrollment and its commitment to offering free tuition and loan-free financial aid, Rice will surpass $1.5 billion in financial aid in the next five years since the program's inception. The university has already provided more than $650 million in grant aid — 54% more than in the previous five years. Five years ago, Rice's undergraduate population was around 4,000 with a goal to grow to 4,800 undergraduates. The university is extending its growth to approximately 5,200 undergraduate students by 2028, which will amount to a 30% increase since 2020. The current graduate population of 4,100 is also set for significant growth, coupled with the growth in faculty. At the conclusion of this growth period, the university projects it will enroll approximately 9,500 students. 'This planned pace of our growth makes Rice one of the most ambitious and fastest-growing institutions in the country among our private peers,' Rice President Reginald DesRoches said. 'As we expand access, we are committed to preserving what makes Rice special — the culture of care, a commitment to excellence, low student-to-faculty ratio and our close-knit community — while adapting to the evolving landscape of higher education and society. Striking the right balance between these core values and our global ambitions is a constant focus, ensuring Rice continues to thrive and have a meaningful impact in our community and on the world.' In October, the university introduced its new strategic plan, Momentous, focused on providing exceptional, personalized education that drives global impact. With its growth plans in place, Rice remains committed to preserving its low student-to-faculty ratio, which stands at 6-to-1. The university hired a record 97 new faculty members in 2024 and plans to continue expanding its faculty in the years ahead. Two residential halls are currently under expansion and construction to support student growth with a planned total of 12 residential colleges. Interest in Rice has reached an all-time high, driven partly by The Rice Investment, which offers full-tuition scholarships to students from families earning under $140,000, and at least half-tuition for those earning between $140,000 and $200,000. Students from families earning less than $75,000 receive full coverage for tuition, fees and living expenses. 'Our growth is not only outpacing other private institutions, but our location in Houston — home to the third most Fortune 500 companies in the nation— gives us a distinct competitive edge,' said Yvonne Romero, vice president for enrollment and dean of admissions and financial aid. 'Located in the energy capital of the world and just steps from the Texas Medical Center, Rice offers unparalleled opportunities for collaboration and access. This unique positioning makes the university an increasingly attractive destination for students who want to be at the intersection of innovation, research and impact.' Rice's growth plan includes expanding its graduate programs, which have already grown 18% since 2020. Graduate applications are at record highs, with U.S. doctoral applications up 21% over last year. The university offers 22 graduate programs ranked in the top 25 by U.S. News & World Report. To support this expansion, and to promote entrepreneurship and better connect with the business community, new graduate housing is being planned in the Ion District, Rice's innovation district located in midtown Houston. 'Rice is providing leadership for the region with larger and more impactful doctoral and professional graduate programs,' said Seiichi Matsuda, dean of graduate and postdoctoral studies. 'As our students pursue scholarship and develop expertise, they advance their careers and drive development across key industries including AI and computing, energy, innovations in health, technology and beyond. Their collaborations with local companies and research institutions contribute directly to the city's economic growth, strengthening Houston's position as a global hub for innovation and opportunity.' Rice is expanding with several other additions, including Cannady Hall for Architecture, the Ralph S. O'Connor Building for Engineering and Science, the redesigned Academic Quadrangle and ongoing construction of a new state-of-the-art business school building and Susan and Fayez Sarofim Hall, a new home for arts education. Rice will also break ground in early May on a new student center complex, the Moody Center Complex for Student Life. This news release can be found online at Follow Rice News and Media Relations on X @RiceUNews. About Rice University Located on a 300-acre forested campus in Houston, Texas, Rice University is consistently ranked among the nation's top 20 universities by U.S. News & World Report. Rice has highly respected schools of architecture, business, continuing studies, engineering and computing, humanities, music, natural sciences and social sciences and is home to the Baker Institute for Public Policy. Internationally, the university maintains the Rice Global Paris Center, a hub for innovative collaboration, research and inspired teaching located in the heart of Paris, and Rice Global India in Bengaluru. With 4,776 undergraduates and 4,104 graduate students, Rice's undergraduate student-to-faculty ratio is just under 6-to-1. Its residential college system builds close-knit communities and lifelong friendships, just one reason why Rice is ranked No. 1 for lots of race/class interaction and No. 7 for best-run colleges by the Princeton Review. Click here to download Rice photos/video View original content to download multimedia: SOURCE Rice University
