#219: Doug Miller Returns - Nova Prime Labs Peptides Extends Empire Beyond CORE & Unmatched

Episode #219 of the PricePlow Podcast welcomes back Doug Miller, founder and CEO of Core Nutritionals, for a full portfolio catch-up 4.5 years after Episode #050: Protein Prices on the Rise and Figuring it Out with Doug Miller. Doug’s opening line sets the tone perfectly: “We’re *still* figuring it out and protein prices are *still* on the rise!” In this conversation, Mike and Ben cover the entire Crush It Holdings universe: Doug’s amicable exit from Arms Race Nutrition The decision to shut down the resurrected Myoblox brand Where his focus now sits — Core Nutritionals, Unmatched Supps (his two-year partnership with Kris Gethin), and The freshly launched Nova Prime Labs research-use peptide venture. Along the way, the crew digs into CreGAAtine, Unmatched’s DTC pivot away from broad retail, an incoming Stem Cell product launch, the Unmatched Bar targeting Olympia 2026, and how another protein price spike is reshaping Core’s lineup. Merica Labz gets a few shouts as well. Subscribe to the PricePlow Podcast on your favorite platform and sign up for news alerts before you dive in! https://blog.priceplow.com/podcast/doug-miller-219 Video: Doug Miller Returns: Core Nutritionals, Unmatched Supps & Nova Prime Labs https://www.youtube.com/watch?v=KOXpJ94gZR4 Detailed Show Notes: Doug Miller on Core, Unmatched Supps, and Entering the Peptide Space (0:00) – Introductions (1:00) – Exiting Arms Race and Putting Myoblox to Bed (7:00) – What Makes a Brand Worth Running (12:00) – Core Nutritionals and Unmatched: Two Brands, One Focus (16:00) – The Kris Gethin Partnership: Founding Unmatched Supps (19:45) – Going All-Natural and Pulling Back from Vitamin Shoppe (22:00) – CreGAAtine: The Science and Unmatched’s First-in-the-US Play (24:30) – White Packaging, Stem Cell Launch, and Managing the Pipeline (30:00) – Functional Foods: Core Balls, Brownies, and the Unmatched Bar (35:30) – Merica Energy and the Unmatched Drink (38:45) – Entering the Peptide Space: Nova Prime Labs (43:30) – Quality Standards and the Scammer Already at the Door (49:00) – Oral Bioregulators and What Nova Prime Won’t Sell (51:15) – GLPs, Fat Burners, and “Natural” in 2026 (57:00) – Crush It Wellness MD and Protein Prices: Still Figuring It Out Big thanks to Doug Miller for coming back after four and a half years and talking through everything happening across the portfolio. If you’re following Core, Unmatched, Nova Prime, or Merica Labz, PricePlow has news alerts for all of them. And thanks to Darren and the team at PerfectShaker for sponsoring the PricePlow Podcast — check out their lineup of shaker cups at PricePlow.com/perfect-shaker, or get the full story behind the brand in Darren Thompson: Inside PerfectShaker | Episode #209. Subscribe to the PricePlow Podcast, sign up for news from Core, Unmatched, Doug Miller, and Merica Labz on PricePlow, and leave us a great review on iTunes and Spotify! Where to Follow and Learn More &… Read more on the PricePlow Blog