Why Everyone Will Take Creatine | Future of the Creatine Market | "Creatinification" | Steve Jennings (Jenerise)

“One day, everyone will take creatine.” Maybe that sounds crazy to you. Or maybe you’re like me and more recently came to that conclusion. But for a very (very) small group of people, that bold visionary prediction became obvious more than three decades ago. Joining us is industry pioneer Steve Jennings, one of those rare individuals…who famously helped fuel British Olympic gold medalists with creatine in secret during the 1992 Barcelona games. In this episode, we explore the enormous structural shift driving creatine from “gym culture” to household staple. However, crossing the chasm towards the mainstream brings substantial friction. Therefore, we shed light on the serious risks of a market (potentially) growing too fast, from severe supply chain vulnerabilities and concentrated chemical precursor sourcing to an imminent pricing squeeze on raw materials (which might ultimately be a good thing as Steve outlines). Furthermore, driven by a surge in consumer demand for convenient, great-tasting formats…we discuss how "Creatinification" (and the category’s defining decade ahead) hinges on solving a fundamental biochemical challenge that has long eluded the supplement industry. Tune in as we discuss how the sector is engineering around this stability barrier, tackling immense demand growth, and unlocking preventative health solutions to build a creatine market poised to reach every consumer, everywhere. But without any further delay…here is the recent conversation I had with my good friend and the founder of Jenerise (a creatine technology company) Steve Jennings.