Bodybuilding.com Supplement Company Of The Month: Top Secret Nutrition
Supplement companies start up for myriad reasons. Sometimes it's a former pro with a niche in want of expansion and other companies stomp a foot in the door because they found a door and happened to have a big foot.
Top Secret Nutrition follows the second course. It saw a void in the industry and sought to fill it. The company doesn't pigeonhole itself though. It is expanding like the muscles of a well-disciplined weightlifter. Tom Richardson and his crew are just getting started. You don't have to wait to see how this company advances. It's happening already, and that's no secret. That's why we congratulate Top Secret Nutrition as the December Supplement Company of the Month!
Q
Please tell our readers how your company started.
This question has a couple of answers:
- From a business perspective, my partners and I who have started and sold many successful businesses felt there was an opportunity to create something special in the nutraceutical supplement space and apply our business methodology to succeed in this industry.
- From an application perspective,creating products that help people look, feel and perform better was an exciting opportunity that we all felt passionate about.
What made you decide to start your own supplement company?
Again a few answers:
- The dietary supplement industry is exploding worldwide.
- The industry is fragmented, allowing for new companies to compete quickly.
- Based on our research there was/is a need for a company that intelligently spans across sports nutrition, weight management and health and wellness to reduce the amount of brand hopping that consumers have to go through when looking for supplements.
Tell us a little more about yourself and your background in the industry?
I have an M.B.A. from the University of Miami and started my business
career with Arthur Andersen in their consulting division. After leaving
Andersen, I opened my own computer consulting business with my current
business partner Augusto Vidaurreta. We eventually sold the business to a
public company. This is where we fine tuned our business strategy that
has been used in all of our ventures which include: banking, plastics,
restaurants, computer consulting, real estate, and hotels. We eventually
packaged this business strategy into a book called Business is a
Contact Sport, which made the New York Times best-seller list. As for
the supplement industry, I have always been a fitness enthusiast and a
bit of an amateur biochemist. I love scouring through clinical studies
and researching the latest in ingredients and then working with
scientists to create unique and effective supplements. Additionally, my
wife Kristal is an IFBB pro figure competitor, so we both have a passion
for fitness.
What are some of your top products right now?
We have several products that define us, depending on the consumer, but
if I was to pick one, it would be the Cardio Igniter™. This is a unique
product that enhances aerobic capacity and stimulates fat burning, and
helps spare lean muscle. Everyone who does cardio exercise should use
this product. The reviews on it are spectacular.
Are you coming out with any new and exciting products in the near future?
We have several cool products coming out:
- Energizing Whey: this is where energy drink meets whey protein. The first flavor is a delicious mocha that is refreshing and energizing.
- Razergy™: this is a 2-ounce shot consisting of raspberry ketones, green coffee extract and caffeine. If you are going to take an energy shot, take one that burns fat as well.
- BCAA Hyperblend Energy: a powdered stimulant version of our current BCAA Hyperblend capsules. The taste is incredible and it gives you an energy boost as well.
Let's say a customer is just starting a fitness
regimen, can only afford one product, and he/she comes to you. Which one
supplement do you recommend? Why?
The Cardio Igniter™ - you can use it pre-workout, pre-cardio, during the
day, really anytime. It gives you energy, endurance, burns fat,
protects lean muscle, and is delicious.
help.*
What do you believe are the best and worst things about the supplement industry?
Good question, I would have to say the best things about the industry
have to do with developing products that help people be better in every
way, it is rewarding. The worst things about the industry have to do
with consumer awareness. We can build the best product in the world, but
if the consumer does not know about it, then it does not do us or them
any good. It's very frustrating at times.
What separates your company from all the others in the industry?
One aspect would be our focus on fueling active lifestyles across sports
nutrition, diet and weight management, and health and wellness. We
believe that it is important to support the active individual not only
inside the gym but outside. Another differentiator is our philosophy not
to build "me too" products. Even with the simpler products we like to
combine synergistic ingredients to create unique and effective
attributes. For example: our successful L-carnitine plus Raspberry
Ketones liquid caps. They're simple, but unique. And finally, no one
will out science us. We pride ourselves on being in touch with the
latest nutraceutical science and applying it to our product development.
Ethics are important to supplements buyers, what does your company do to ensure ethical standards?
Integrity drives our business philosophy, because integrity is the key
to longevity. From safe, quality ingredients to label claims we believe
in doing it the right way, and sometimes that costs more and takes
longer, but, we are in this for the long term. Every business we have
built has been based on a solid foundation of ethics.
Does Top Secret Nutrition perform its own research? How much will science guide your future?
Science does drive our business from start to finish. The "secret" for
us is to match science to consumer demands. How we do that is Top
Secret.
Supplement purchasing can be confusing for
consumers, how do you present products without suffocating them with a
deluge of scientific language? Can it be simplified?
Well you have different consumers, some want the deluge so you need to
provide it, but not at the expense of someone who just wants the
highlights of the product and how it works. We believe that our
marketing material is a good blend of both. We still feel that there is
a huge opportunity to educate the consumers and that an educated
consumer will push up demand.
Before we wrap this up, is there anything else
you would like to share? Is there anyone you would like to thank or give
a shout out to? Where do you go in the future?
We give a shout out to the team at bodybuilding.com. They have been
instrumental in our rapid growth and success. We consider them all
family. They are the definition of a true business partner.
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