Should the sports nutrition industry finally embrace its more mainstream active nutrition future?
When I started in the industry more than a decade ago, the only acceptable term used to describe brands like MusclePharm, Cellucor, Optimum Nutrition, or even today’s hottest brand Redcon1 would be sports nutrition...but, that isn’t the case anymore!
While the terms sports nutrition and active nutrition seem to be thrown around interchangeably by professionals, they are stuffed full of nuisances that make them very different. Active Nutrition is an evolution of sports nutrition. Active nutrition is the real golden ticket to building a large-scale functional CPG business because it moves the products away from being one-dimensional, but are the previous generations of sports nutrition entrepreneurs (gatekeepers) ready to leave the comfortable sub-culture niche for a much larger greener pasture?
