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.

Aaron and Nathan reveal how Bloom Nutrition went from a niche pre-workout brand founded by Mari Llewellyn and Greg LaVacchia to Amazon’s best-selling greens powder, all by tapping into untapped audiences and making strategic moves that AG1 missed. You’ll hear how Bloom leveraged social media influence, taste innovation, and multi-channel growth to win over wellness consumers, landing partnerships with big-box retailers like Target and Walmart, and securing a minority stake sale to Nutrabolt at an impressive valuation.

From pioneering candy-flavored protein and pre-workout supplements through collaborations with household names like Warheads and Mondelez, to expanding into energy drinks, cereals, and snacks, Ghost has become more than just a supplement company—it’s a lifestyle brand that captures the spirit of an entire community.

Aaron and Nathan dove into the fascinating growth story of Nutrafol, the supplement brand that’s redefining hair wellness. We explored how three founders, each with their own hair loss journey, built trust through clinical trials and strategic partnerships with dermatologists, then scaled to a massive Unilever acquisition. We unpacked lessons on positioning, subscription business models, and how to expand your brand by leaning into science-backed results. If you’re building in ecommerce or supplements, Nutrafol’s journey is packed with actionable insights.

We’re kicking off an exciting new category—supplements! We dive deep into the origins, evolution, and explosive growth of the supplement industry in America, taking you from its roots in traditional medicine and early 20th century vitamin discovery, through the postwar boom of multivitamins, the bodybuilding and counterculture movements, and all the way to the modern era of influencer-led brands and trend-driven innovation.

Vacation was founded by a pair of beach-loving creatives who teamed up with the mastermind behind PoolSuite FM, an internet radio station obsessed with retro leisure vibes. Together, they built a brand that’s as much about playful escapism as it is about serious sun protection. From recreating the iconic Orange Gelee tanning gel to launching Instagram-worthy whipped sunscreen, Vacation’s journey is a masterclass on community-driven branding, product innovation, and leveraging cultural nostalgia for explosive growth.

Nathan and Aaron break down the science behind sunscreen, the regulatory hurdles for global expansion, and how Vacation has gone from a DTC darling to the #1 sunscreen in Target. With $40 million in revenue and serious acquisition buzz, this episode peels back the layers on what it takes to disrupt a legacy category—and why the future of sunscreen just might look like the past.

https://poolsuite.net/
Vacation ad: https://www.tiktok.com/@vacationinc/video/7132998444548885802

• (00:00) - Intro
• (01:59) - Non-resident Import Record Loophole
• (03:24) - Customs Fraud
• (04:12) - Nutrabolt investing in Bloom Nutrition
• (05:27) - Skincare Review
• (07:15) - Sunscreen 101
• (12:56) - Sunscreen around the World
• (18:05) - Sunscreen Market
• (19:22) - Vacation Founding Story
• (32:08) - Brand Identity
• (39:47) - Vacation Growth
• (41:55) - Exit Potential
• (49:27) - Closing