This week, host Aaron sits down with James Klein, a true veteran of the supplement industry who’s been shaping the space for over 25 years. From the early days of garage operations and bodybuilder-backed brands, to today's landscape dominated by eCommerce giants and stringent compliance requirements, James Klein shares a candid insider perspective on how regulation, technology, and consumer trust have transformed the supplement market.

In this episode, you’ll learn how the birth of eCommerce upended traditional retail, why compliance is now as much about payment processors as government agencies, and what pitfalls and opportunities await founders entering the crowded supplement arena. James Klein breaks down the process of launching a brand from scratch, sheds light on marketing claims that drive him crazy, and offers real talk on what science actually matters for consumers. Whether you’re a seasoned operator or just supplement-curious, this episode is packed with hard-won insights, industry trends, and practical advice for building a standout brand in 2025 and beyond.

In this episode, Aaron and Nathan dive deep into the fascinating world of supplements, spotlighting a true disruptor in the probiotic space: Seed. Known for its research-driven approach, Seed has transformed a crowded wellness category by prioritizing science over hype, building its brand on education and clinical validation rather than marketing gimmicks.

In this episode, hosts Nathan and Aaron dive deep into the rise of Grüns—the supplement brand shaking up the greens category with their innovative gummy format. You'll hear how founder Chad Janis blended his experience in venture capital with cutting-edge supply chain know-how to transform a simple insight (everyone prefers gummies over powders or pills) into a $100 million powerhouse in record time. From the evolution of gummy manufacturing and the hurdles of bringing a high-active, low-sugar supplement to market, to the challenges of rapid retail expansion and fierce industry competition, this episode is packed with lessons for aspiring founders and product innovators. Plus, you’ll get some fun background on the German roots of the brand’s name, the cultural evolution of gummies, and predictions for what’s next in the supplement world. Get ready for candid insights, actionable takeaways, and a fresh perspective on what it takes to build—and disrupt—an industry.