Great things have small be­gin­nings; read the un­re­leased story of Nutrabolics

Innovate Magazine - - Contents - By Kieran Lee & Dean Maier

How do you build a busi­ness from the ground up? How do you go from selling sup­ple­ments out of the trunk of your car to work­ing with some of the most elite ath­letes and body­builders in the world? How does one take an im­pos­si­ble dream and turn it into a re­al­ity? Just ask Nutrabolics founders Jayson Wyner and Rod­ney Dupont—they’ve done it.

These busi­ness part­ners and long-time friends may have come from small be­gin­nings, but their vi­sion is any­thing but small. Their goal of pro­vid­ing a line of pre­mium, com­pletely trans­par­ent sup­ple­ments to the world has been re­al­ized in a fierce brand with boom­ing suc­cess. Not only has the in­cep­tion, for­ma­tion, and longevity of Nutrabolics been a great per­sonal achieve­ment for the two men, it has been a cat­a­lyst for change in the en­tire sports nu­tri­tion in­dus­try. What be­gan with a sim­ple dream has un­know­ingly sparked a rev­o­lu­tion.


As a long-time fit­ness en­thu­si­ast, Jayson Wyner knows sports sup­ple­ments in­side and out. In fact, it was his un­canny knack for for­mu­las that landed the young man his first job in the busi­ness over 16 years ago. When the man­ager of his lo­cal supplement store pitched him their best-selling Test Booster, Jayson came back with a pitch of his own, spout­ing off all the ways he would im­prove the prod­uct based on his un­der­stand­ing of its de­sired ef­fects. He was hired on the spot and was pro­pelled down a path from which there was no turn­ing back.

Joined later by his child­hood friend Rod­ney Dupont who showed a strong ap­ti­tude in sales, the young men hand­ily sur­passed the store’s growth of prior months, all while get­ting to know the prod­ucts and the big play­ers in the sports nu­tri­tion game. The sales floor was their train­ing ground and head­quar­ters for one-on-one mar­ket re­search, in­ti­mately study­ing the tar­get au­di­ence they didn’t know they had yet. De­spite even­tu­ally sur­pass­ing Jayson in sales, Rod­ney de­cided that the time had come to live out his planned ca­reer path and head to univer­sity.

Stick­ing to the supplement grind, Jayson con­tin­ued to help equip fit­ness en­thu­si­asts with prod­ucts that would work as hard as they did in the gym. Yet how­ever good his ad­vice, ev­ery cus­tomer rec­om­men­da­tion came with its own set of lim­i­ta­tions. Ev­ery bot­tle was a wild card; for each prod­uct on the shelf that worked well enough, there were sev­eral oth­ers that would fail in de­liv­er­ing their promised re­sults. It was “fol­low the leader” in an in­dus­try of rel­a­tively mo­not­o­nous in­gre­di­ents and mostly sub-stan­dard qual­ity. Jayson was baf­fled by the lack of prod­ucts pos­sess­ing true in­no­va­tion and that ac­tu­ally per­formed the way they claimed they would. From this void of dis­sat­is­fac­tion sprang the vi­sion for a brand of sup­ple­ments that could stand above the crowd.


Af­ter his rev­e­la­tion, Jayson knew that if he was go­ing to usher in a new era of sports nu­tri­tion—the mas­sive un­der­tak­ing of start­ing his own brand— that he couldn’t do it alone. He needed a sci­en­tific per­spec­tive and a sales edge to help put to­gether the supplement line he en­vi­sioned. Catch­ing a non-stop flight the very next day, Jayson came knock­ing on the door of his for­mer sales part­ner, Rod­ney Dupont. At the time Rod­ney was in his sopho­more year of univer­sity study­ing busi­ness and health sciences, liv­ing in a Toronto apart­ment, and flat broke. Like ev­ery kid in his class, Rod­ney dreamed of land­ing a cushy job with some mas­sive cor­po­ra­tion where he would be mak­ing cash hand over fist. Yet when Jayson came to him with his “mil­lion dol­lar idea” and the of­fer to start a com­pany of their own, Rod­ney thought he was out of his mind.

While he had been close to ath­let­ics all his life – play­ing bas­ket­ball in high school – Rod­ney had never been ex­posed to the world of elite body­build­ing and fit­ness. But Jayson re­lent­lessly swat­ted back ev­ery cri­tique Rod­ney served him about his pitch. Rod­ney saw value in Jayson’s vi­sion, in his charisma and

sales­man­ship, along with the po­ten­tial for great­ness and to do great things in the in­dus­try. In­spired by the glory and prom­ise be­hind this ven­ture, he dropped out of univer­sity and joined the cause. With Jayson’s dream and Rod­ney’s drive—with Jayson’s flash and Rod­ney’s for­mu­las—the two forged an un­ex­pected part­ner­ship and flew back to Van­cou­ver to start build­ing busi­ness and brand.


Now in­stead of one broke dude chas­ing light­ning in a bot­tle, they were two. Fit­tingly the new duo set up shop at Jayson’s par­ents’ place in Rich­mond. Out of the Wyner fam­ily home, Jayson and Rod­ney out­lined their man­date to de­velop the bet­ter prod­ucts their cus­tomers de­served to fuel their train­ing. The con­cept was sim­ple: sci­en­tif­i­cally-ad­vanced in­gre­di­ents in clin­i­cal-strength dosages, cre­at­ing in­tel­li­gent sup­ple­ments of the high­est qual­ity. From the cross­roads of in­no­va­tive sports nu­tri­tion and hard­core anabolic mus­cle-build­ing emerged a name for their pas­sion project: Nutrabolics.

Af­ter months of re­search and scrap­ing to­gether all of their sav­ings the co-founders were able to put to­gether Nutrabolics’ fore­run­ner prod­ucts. On a shoe­string bud­get of only $10,000, the guys launched their first pro­duc­tion run of 500 units, in­clud­ing PRIMO GH STACK, CLENBUTICAL, and INSULEAN K. This triple-threat set stayed true to the team’s vi­sion of supplement in­no­va­tion and hard­core re­sults, pro­vid­ing ath­letes with a cut­ting-edge new way to tar­get fat-burn­ing and mus­cle growth. What had started as a con­cept had man­i­fested into a real, tan­gi­ble prod­uct. As Wyner and Dupont launched their cre­ations into the mar­ket, things were about to get very real!

The next sev­eral months saw the part­ners work­ing like mad­men to run a full-scale operation as an army of two, and all out of Jayson’s par­ents’ games room. With only their pas­sion, street smarts, and com­mit­ment to in­no­va­tion guid­ing them, the pair were thrown head­long into the world of manufacturing and lo­gis­tics know­ing very lit­tle about ei­ther. On any given day Wyner and Dupont could be found fill­ing out pack­ing slips, ad­her­ing la­bels onto bot­tles with a blow-dryer, tak­ing down or­ders on Jayson’s mom’s land­line, and pack­ag­ing en­tire ship­ments by hand on the bil­liards ta­ble.


All of their hard work was about to pay off. Wyner and Dupont set out to un­leash Nutrabolics upon the na­tion, selling their hand-packed goods out of the trunk of their car from coast to coast. Hit­ting up re­tail­ers one by one, talk­ing to po­ten­tial buy­ers first­hand, the part­ners weren’t just selling the prod­uct, but selling them­selves and their phi­los­o­phy of in­no­va­tive, qual­ity sup­ple­ments.

Their unique vi­sion caught the pub­lic’s eye im­me­di­ately. The mo­ment their goods hit re­tail shelves they be­gan fly­ing off them. In four months the de­mand for the brand sky­rock­eted. Con­sumers were wit­ness­ing the birth of a new gen­er­a­tion of sup­ple­ments—some­thing with real dosages that hit hard—and they liked what they saw.

Be­fore long the part­ners had landed a mas­sive Cana­dian dis­trib­u­tor, Em­pire Health, and were able to move their op­er­a­tions out of the games room and into a brand new fac­tory and head­quar­ters. With their am­pli­fied pro­duc­tion and cut­ting-edge prod­uct line, Nutrabolics was premier­ing at ev­ery ma­jor in­ter­na­tional fit­ness expo, from Mr. Olympia, to the Arnold Clas­sic, to FIBO Ger­many. A year of tour­ing and show­cas­ing Nutrabolics in this way helped Wyner and Dupont break into sev­eral in­ter­na­tional mar­kets, tak­ing the brand to a global scale. To­day Nutrabolics is dis­trib­uted and sold in over fifty coun­tries world-wide. The boys have proven that with the pas­sion, in­no­va­tion, and a prod­uct that is the real deal, suc­cess will chase you down wher­ever you go.


Wyner and Dupont con­tinue to set­tle for noth­ing less than the best, keep­ing close to the pulse of the in­dus­try and al­ways re­main­ing fo­cused on ever-evolv­ing con­sumer de­mand. The brand’s cur­rent gen­er­a­tion of tech-in­spired trans­par­ent sup­ple­ments is a clear demon­stra­tion of their con­tin­ued com­mit­ment to in­ge­nu­ity. Nutrabolics’ no-BS ap­proach has con­sumers de­mand­ing more from their prod­uct than ever be­fore, so their com­peti­tors are find­ing them­selves hav­ing to come clean and step up to the chal­lenge. This added com­pe­ti­tion fu­els Wyner and Dupont to main­tain their edge, optimizing ev­ery in­gre­di­ent ra­tio and tak­ing ev­ery po­ten­tial con­sumer ben­e­fit as an op­por­tu­nity for in­no­va­tion – the very qual­ity that drove their in­cep­tion of the brand in the be­gin­ning.

Jayson and Rod­ney’s sim­ple goal is to em­power ath­letes and fit­ness en­thu­si­ast to de­mand bet­ter from their nu­tri­tion and this strat­egy has the whole world knock­ing at their door. They have a rich his­tory of past ath­letes forg­ing their brand le­gacy, from the likes of UFC cham­pion An­der­son Silva, and Hol­ly­wood ac­tor Dave Bautista, to the cur­rent MMA su­per­star Bobby Lash­ley and ris­ing UFC con­tender Khabib Nurmagomedov, just to name a few. The brand com­mu­nity they have grown is a dy­namic one, driven by the energy and ex­cel­lence of it’s thou­sands of loyal cus­tomers.

More than just build­ing a busi­ness from the ground up, Wyner and Dupont have evolved the sports nu­tri­tion game to new heights and set a new prece­dent for the mar­ket. In their jour­ney to the top, the part­ners have re­fused to ac­cept the av­er­age, ever reach­ing for the ex­cep­tional. From two kids with a dream, they have be­come mar­ket lead­ers with no signs of slow­ing down. They have proven their abil­ity to cre­ate some­thing from noth­ing, and that is the qual­ity that sep­a­rates the good from the truly amaz­ing.

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