We fight for you

As athletes we can become so obsessed with achieving our goals that we fall prey to brands selling us products that promise to help us, but don’t.

With little regulation to protect us, the sports nutrition market has become a major culprit: Brands aren't required to ensure their products are effective, and good sales and marketing will ensure the money rolls in anyway.

We believe wholeheartedly that this needs to change - and rather than just say that, we want to do something about it. Too long have sports nutrition brands abused the trust given to them by the athletes they serve. We feel that the only way this is going to change is if these same brands are exposed.

With gritted teeth, we've started the process of identifying questionable industry practices and identifying brands that adopt these practices We do this with a view to getting them to simply change their ways - for the sake of your performance.

Learn about the industry practices to watch out for...


1. Making claims without evidence

Thousands of products are sold without a single published independent human study showing they work.

Here is a list of products that carry claims that aren’t yet supported by human studies but are widely sold:

2. Low dosing

You have two products that contain creatine. They look the same, and both contain 30 servings, yet one is much cheaper than the other. You chose the cheaper one.

On closer look it’s cheaper because one is offering a much smaller dose of creatine. It’s less effective at improving your training, but the brand got the sale.

Click here to view a list of brands that under dose:

3. Looks the same but isn't

There are two tubs of protein, both the same physical size, both contain 20g protein per serving. You choose the cheaper one. A week later you run out - it contained far fewer servings than the other product, but was made to look the same. This is a phenomenon called "slack filling".

A large brand that has been caught up in a legal case around slack filling is Musclepharm:

4. Fake products

Where this is comparatively rare, there are a number of brands that have taken advantage of other successful products by simply selling fake versions. This is of course illegal in theory, but there are legal ways to get a fake product out to market.

Read about Maximuscle’s fake HMB and how they managed to manipulate trademark law to sell it

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