Tom Reilly, president of VMI Sports, brings a perspective from all over the industry, and he’s got a lot of educational things to say. Two decades spent at GNC, then in natural food distribution at UNFI, and eventually as a purchasing director and director at Lone Star Distribution gave him an unusually complete map of how supplements actually move through the market. VMI grew out of that experience, launched as a house brand for Lone Star in 2012 before Tom took it full time in late 2015, and has been grinding ever since — bootstrapped, profitable, and growing every single year.

In Episode #205 of the PricePlow Podcast, Mike and Ben sit down with Tom to cover the full arc: how VMI got started, what distribution taught him that brand founders usually learn the hard way, the evolution from specialty sports nutrition into grocery chains, the K-XR pre-workout legacy, the PEZ collaboration strategy, and some genuinely exciting teases for what’s coming in 2026, including two canned beverages that are neither energy drinks nor protein sodas.

This is a good one, and Tom’s willingness to mentor others shines through, as we learned a lot in this one – and we guarantee you will too.

Subscribe to the PricePlow Podcast on your favorite platform and sign up for VMI Sports news alerts before diving in — you won’t want to miss those can reveals when they drop.

https://blog.priceplow.com/podcast/tom-reilly-vmi-sports-205

Video: Tom Reilly of VMI Sports on Distribution, Grocery, PEZ, and What’s Next

https://www.youtube.com/watch?v=nIkHJOngDPk

Detailed Show Notes: Tom Reilly and VMI Sports

• (0:00) – Introductions
• (0:30) – Tom’s Background: GNC, UNFI, and Lone Star
• (3:00) – Building VMI from Within Lone Star
• (7:45) – Going Full Time: The 2015 Pivot
• (10:30) – Business Wisdom from Distribution
• (13:00) – Consumer Education and Supply Chain Reality
• (18:00) – Vision Meets Innovation: The VMI Name
• (23:15) – K-XR: Origins and the Miami Vice Flavor
• (25:00) – K-XR: Three Caffeines, Grocery, and the High-Stim Formula That Works
• (30:15) – Winning on the Grocery Shelf
• (33:30) – Packaging Evolution and the PEZ Aesthetic
• (36:00) – More on the PEZ Collaboration
• (41:15) – Pump & Flow: The Sleeper Hit with Hydronox
• (44:00) – Protolyte: Ahead of the Hydration Curve
• (47:30) – Acquisition, Retention, and Brand Philosophy
• (52:00) – Staying Independent: VMI’s Long Game
• (54:30) – Two Canned Beverages Coming in 2026
• (57:30) – K-XR RTD and the Beverage Category Landscape
• (1:01:30) – Distribution Realities of Canned Beverage
• (1:05:00) – Wrap-Up and What’s Next

Where to Follow and Learn More

Connect with Tom Reilly and VMI Sports

• LinkedIn: Thomas Reilly
• LinkedIn: VMI Sports
• Instagram: @tom_vmisports (Tom Reilly)
• Instagram: @vmisports (VMI Sports)
• VMI Sports Website
• VMI Sports on PricePlo…

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What if you could deliver all the benefits of traditional collagen without any animal ingredients?

In Episode #204 of the PricePlow Podcast, we explore VC-H1, a revolutionary vegan collagen alternative derived from organically grown hibiscus. Eric Withee from Freemen Nutra returns to discuss the science behind this innovative ingredient, while Marc Bruggemann, an e-commerce expert specializing in Amazon strategy, reveals the massive untapped market opportunity for plant-based collagen products.

Unlike traditional “vegan collagen boosters” that merely mimic amino acid profiles or throw together kitchen-sink formulas, VC-H1 delivers actual collagen peptides from a botanical source. At just 1.5 grams per serving, this clinically studied ingredient stimulates collagen synthesis through the same pathways as bovine or marine collagen (with price parity, organic certification, and sustainable sourcing from Laos).

With 400,000+ annual searches for “vegan collagen” on Amazon alone and virtually no legitimate products to meet that demand, the timing couldn’t be better for brands to enter this blue ocean market.

Subscribe to the PricePlow Podcast on your favorite platform and sign up for our alerts before we dive into this game-changing ingredient.

https://blog.priceplow.com/podcast/vegan-collagen-freemen-nutra-vc-h1

Video: Vegan Collagen from Hibiscus: VC-H1 with Eric Withee & Marc Bruggemann

https://www.youtube.com/watch?v=Tchb8BYjqpU

Detailed Show Notes: Eric Withee (Freemen Nutra) and Marc Bruggemann Discuss VC-H1 Vegan Collagen

0:00 – Introductions

Ben welcomes returning guest Eric Withee from Freemen Nutra and introduces Marc Bruggemann, an e-commerce expert with deep Amazon marketplace experience. Unlike typical podcast episodes that focus purely on ingredient science, today’s conversation takes a different angle by examining how innovative ingredients actually perform in the marketplace. Marc brings valuable perspective from his career building Amazon channels for supplement brands, including working at NutriBio Labs and Thrasio (the fastest company in US history to reach $10 billion valuation) before specializing in helping top-10 supplement brands dominate Amazon’s competitive landscape.

0:45 – Marc’s E-commerce Background and Amazon Expertise

Marc shares his journey through the dietary supplement e-commerce space, starting with building Amazon channels and eventually working with some of the industry’s largest brands. His experience spans everything from product development to advertising strategy, taking brands from limited distribution to nationwide presence. This unique perspective on both the marketplace dynamics and consumer behavior sets the stage for understanding why certain ingredients succeed or fail on platforms like Amazon. Marc’s track record includes elevating multiple brands into Amazon’s top 10 supplement sellers, giving him invaluable insights into what drives consumer purchasing decisions in the crowded digital marketplace.

1:45 – Introducing VC-H1 Vegan Collagen Alternative

Eric introduces VC-H1, a vegan collagen alternative that immediately captured Marc’s attention during their initial conversation. Unlike traditional collagen supplements derived from animal sources, VC-H1 is composed entirely of peptides…

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What happens when a supplement company built on pharmaceutical-grade testing standards gets raided by federal agents? In Part 1 of our two-part series with Nootropics Depot, founder Paul Eftang and Director of Business Development Matt Harrier take us through their origin story, the harrowing 2021 FDA raid that changed everything, and why regulatory inconsistencies leave consumers more vulnerable than protected.

Paul started on Reddit’s r/Nootropics community, calling out mislabeled supplements that sent people to hospitals. When donations to test products revealed widespread fraud across the industry, he founded Ceretropic (later acquiring Nootropics Depot) to prove quality control was possible. Matt was part of the original Nootropics Depot team, and they united by their shared priority: making sure what’s on the label is actually in the bottle.

But their commitment to transparency and pharmaceutical-grade testing made them a target. In 2021, while Paul was out of the office, armed agents raided their facilities — not for safety violations, but for technical regulatory interpretations around compounds like racetams. The agents complimented their equipment and testing standards even as they seized products. Two years and significant legal costs later, a deferred prosecution agreement required destroying inventory and paying fines, but no criminal charges stuck.

This episode reveals uncomfortable truths about FDA enforcement: selective raids while warning letters go to others, funding through civil asset forfeiture, and regulatory ambiguity that punishes good actors while bad actors continue unchallenged. It’s the backstory that shaped why Nootropics Depot now operates pharmaceutical-grade supplement testing lab that most supplement brands wouldn’t even recognize.

Be sure to subscribe to the PricePlow Podcast on your favorite platform and sign up for Nootropics Depot news alerts before we dive into this revealing conversation.

https://blog.priceplow.com/podcast/nootropics-depot-fda-raid-203

Video: The FDA Raid That Changed Everything – Paul Eftang & Matt Harrier of Nootropics Depot

https://www.youtube.com/watch?v=gSZIlbPsT7c

Detailed Show Notes: Inside Nootropics Depot’s Origin, Raid, and Fight for Consumer Protection

• (0:00) – Introductions and Welcome
• (2:15) – The Reddit Origins: When Fake Supplements Sent People to Hospitals
• (7:45) – Matt Joins: From Nootropics Depot’s First Incarnation to the Team
• (13:15) – The Pivot Point: From Synthetic Nootropics to Natural Ingredients
• (20:20) – The Regulatory Gray Zone: Why Racetams Attracted Attention
• (25:30) – 2018: Scaling Back and Hoping for Clarity
• (34:30) – The 2021 Raid: Guns Drawn at a Quality-Focused Facility
• (45:45) – The Investigation: When Good Faith Meets Civil Asset Forfeiture
• (1:01:15) – The Resolution: Deferred Prosecution and Its Costs
• (1:15:30) – Strict Liability: Why Testing Doesn’t Protect You
• (1:28:45) – Civil Asset Forfeiture: The Funding Model That Warps Enforcement
• (1:33:00) – The NMN Situation: Regulatory Ambiguity by Design
• (1:38:25) – Chevron Doctrine and Regulatory Authority
• (1:40:50) – DSHEA and the Third Classification Debate
• (1:44:15) – The Implementation Problem: When Regulations Fail Consumers
• (1:49:15) – The Emotional Toll: Why Paul Can’t …

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Rich Gaspari needs no introduction in the bodybuilding and supplement industry. From childhood dreams inspired by Arnold in muscle magazines to setting new standards for conditioning on the Mr. Olympia stage, Rich’s journey represents decades of dedication to the sport and science of bodybuilding. After a career-ending injury forced him to transition from competing to entrepreneurship, he founded Gaspari Nutrition nearly three decades ago with a singular focus: creating effective supplements backed by proper dosing and real science.

In Episode #202 of the PricePlow Podcast, Rich shares the complete arc of his entrepreneurial journey, from gym ownership and personal training to building one of the industry’s most respected brands. He discusses his science-forward nutritional philosophy that was well ahead of the curve, the devastating impact of the amino spiking scandal, going through bankruptcy, and his difficult-yet-principled decision to rebuild.

We also get into why Proven Egg became the cornerstone of his comeback, where he was once again ahead of the curve. Throughout the conversation, Rich emphasizes the importance of ethics, innovation, and adapting to changing markets while staying true to quality ingredients and efficacious dosing.

https://blog.priceplow.com/podcast/rich-gaspari-202

Video: Rich Gaspari Discusses Three Decades of Supplement Innovation and Ethical Business Practices

https://www.youtube.com/watch?v=JNkeJCtr7MI

Detailed Show Notes: Rich Gaspari on Building, Losing, and Rebuilding Gaspari Nutrition

• (0:00) – Introduction: A Legend Returns to PricePlow
• (2:30) – The Childhood Dream: From Muscle Magazines to Basement Training
• (6:15) – Teenage Competition and Nutritional Education
• (10:45) – Early Supplement Experiences and Egg Protein Discovery
• (14:00) – The Professor: Training with Lee Haney
• (18:30) – Following Barry Sears and the 40-40-20 Diet
• (22:45) – Career-Ending Injury and Entrepreneurial Pivot
• (26:15) – Founding Gaspari Nutrition: Education and Efficacy
• (31:00) – SuperPump 250 and the Pre-Workout Revolution
• (37:15) – The Dark Times: Bankruptcy
• (43:30) – Rebuilding from Zero: The Proven Egg Strategy
• (49:45) – Why Egg White Protein Matters
• (55:00) – Current Product Portfolio and Future Innovation
• (1:01:15) – Adapting to Influencer Marketing and Direct-to-Consumer
• (1:06:30) – Ethics, Morals, and Long-Term Thinking
• (1:11:45) – Business Lessons: Knowing What You Don’t Know
• (1:14:00) – Mike’s Endorsement and Future Plans
• (1:17:00) – Final Advice: Step by Step and Stay Loyal

Where to Follow and Learn More

Connect with Rich Gaspari and Gaspari Nutrition

• Rich Gaspari on LinkedIn
• Rich Gaspari on Instagram
• Gaspari Nutrition on Instagram
• Gaspari Nutrition Official Website
• Gaspari Nutrition on PricePlow â Sign up for news alerts and price comparisons

Key Products Discussed

• …

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Welcome back to Episode #201 of the PricePlow Podcast! We’re thrilled to be joined by Brooks Thomas, Chief Marketing Officer at Louisville Brands, and Nate Frazier, Founder and CEO of Red Knot Capital and Managing Partner at Gym Snack. Long-time listeners will remember Nate from Episode #098 when he was COO at GNC. Today, he’s back to discuss an exciting new venture that’s filling a massive gap in the protein snack market.

Gym Snack: Deliciously Savory High-Protein Snacks

Gym Snack is tackling a problem many of us face: protein fatigue. The market is saturated with sweet, chewy bars and gummies, but where are the savory options? Brooks and Nate have created a crunchy, plant-based snack delivering 30 grams of protein per bag with clean ingredients and zero seed oils. Using pea protein as the foundation, they’ve launched three distinct flavors that satisfy both taste and macro goals. The discussion covers everything from manufacturing excellence and vegan certification to the impact of GLP-1 agonists on protein absorption and the critical importance of authenticity in today’s crowded supplement market.

Subscribe to the PricePlow Podcast on your favorite platform, and sign up for Gym Snack news alerts before diving into this exciting conversation!

https://blog.priceplow.com/podcast/gym-snack-201

Video: Savory Protein Snacks That Actually Deliver

https://www.youtube.com/watch?v=hHw8X0eeb5g

Detailed Show Notes: Brooks Thomas & Nate Frazier on Gym Snack’s Mission

• (0:00) – Introductions and Welcome
• (1:30) – Brooks’ Background and Louisville Brands’ Foundation
• (2:00) – What Makes Gym Snack Different
• (4:45) – Nate’s Vision and Industry Perspective
• (5:00) – The Problem Statement: Where Are the Savory Snacks?
• (7:00) – Development Journey: From Soy to Pea Protein
• (9:00) – Three Flavors: Jalapeno Cheddar, Cheddar, and Everything Bagel
• (9:45) – Manufacturing Excellence and Certifications
• (10:00) – Nutritional Profile: 30 Grams of Protein, 160-170 Calories Per Serving
• (12:00) – Clean Ingredient Philosophy: Real Food, Olive Oil, No Seed Oils
• (18:00) – Protein Fatigue and Market Saturation
• (25:00) – GLP-1 Agonists and Protein Absorption
• (35:00) – Authenticity in Branding and Competitive Differentiation
• (42:00) – Distribution Strategy and Pantry Program
• (50:00) – Future Flavor Innovation and Collaboration
• (1:00:00) – The Louisville Manufacturing Advantage
• (1:09:00) – Where to Sample and Purchase
• (1:10:00) – Where to Follow and Connect

Where to Find Brooks Thomas, Nate Frazier, and Gym Snack

• Brooks Thomas on LinkedIn
• Nate Frazier on LinkedIn and Instagram
• Louisville Brands on LinkedIn
• Gym Snack on LinkedIn and Instagram
• Learn more about Gym Snack……

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Welcome to Episode #200 of the PricePlow Podcast, where Team PricePlow gathers to celebrate an incredible journey through the supplement industry.

Mike Roberto is joined by Ben Kane (first appearing in Episode #010) and Spencer Lynn (debuting in Episode #092), along with video producer Cody Fernley making his PricePlow Podcast debut.

This reflective conversation takes listeners through seven years of podcasting history, from that bold 2018 Arnold Sports Festival recording to becoming the industry’s go-to platform for ingredient science, business strategy, and supplement innovation. The team discusses memorable episodes with industry legends, the evolution of precision fermentation technology, the explosive growth of the functional beverage category through PricePlow’s Bevlab offshoot, and the balance between technical depth and entertainment value. They also honor the memories of Dallas McCarver, John Meadows, and Dr. Hector Lopez, whose contributions to the industry and the podcast remain impactful.

The episode turns into a business talk about some potential ventures Team PricePlow will get into, and different segments they want to attack after Bevlab and an upcoming Functional Foods target — namely if they should scale this into the peptide space.

From sitting down with CEOs of major retailers to exploring cutting-edge ingredient discovery platforms, the PricePlow Podcast has chronicled the supplement industry’s transformation in real time. Join us as we celebrate 200 episodes of science, strategy, and storytelling.

Subscribe to the PricePlow Podcast on your favorite platform and sign up for our alerts before diving in!

https://blog.priceplow.com/podcast/episode-200

Video: Team PricePlow Celebrates 200 Episodes!

https://www.youtube.com/watch?v=wXXd6Y9K5QY

Detailed Show Notes: Reflecting on 200 Episodes of Supplement Industry Leadership

0:00 – Welcome to Episode 200

Team PricePlow assembles for this milestone episode with Mike Roberto hosting alongside Ben Kane (team member since Episode #019 with Dave Palumbo), Spencer Lynn, and Cody Fernley. The conversation opens with gratitude for listeners who’ve followed the podcast’s evolution from its 2017 launch. Mike notes how the show has refined its focus toward industry insiders, scientists, and marketing professionals, creating a specialized following that’s evident at trade shows. The team is drinking fitting beverages — Mike sips Cereal Killer C4 Energy (his favorite flavor ever) while Ben enjoys Welch’s Cran-Grap Ghost Energy Drink. Spencer and Cody also enjoy a Ghost Energy.

3:00 – The legendary Arnold episode

The team recalls Episode #010, recorded at the Arnold Sports Festival hotel lobby with NutraBio’s Dan Margolis while Ben was still with the brand. The crew commandeered a hotel table without permission, embodying the “ask forgiveness, not permission” philosophy that would characterize many future episodes. The chaotic energy of the Arnold, with big dudes everywhere and constant activity, provided a charged backdrop th…

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Welcome back to Episode #199 of the PricePlow Podcast! Today we’re diving deep into the science and innovation behind functional proteins with Brad Meyers, VP of Functional Proteins and Snacking at Glanbia Nutritionals. This conversation explores how the supplement and functional foods industry is evolving to meet growing consumer demands for higher protein, lower sugar products that actually taste good, all while navigating the rapid market transformation driven by GLP-1 medications and changing lifestyles.

Brad brings over 20 years of food ingredients experience to the table, including a fascinating background in sweeteners and natural ingredients before specializing in proteins. In this episode, we explore the food science fundamentals that make or break protein-fortified products, from understanding Maillard browning reactions to solving the infamous protein bar hardness problem.

We also get an inside look at Glanbia’s extensive applications lab capabilities, including their OvenPro platform specifically designed for high-protein baked goods, and discuss innovative future product concepts that could reshape on-the-go protein consumption.

Subscribe to the PricePlow Podcast on your favorite platform, and sign up for Glanbia Nutritionals news alerts below before we dive in!

https://blog.priceplow.com/podcast/glanbia-nutritionals-functional-proteins-199

Video: Functional Protein Innovation with Brad Meyers from Glanbia Nutritionals

https://www.youtube.com/watch?v=VcE2kcUwyfQ

Detailed Show Notes: Brad Meyers Breaks Down the Science Behind Better-For-You Functional Foods

• (0:00) – Introduction and Brad’s Background in Food Science
• (4:45) – Career Versatility and Food Science Opportunities
• (6:00) – Market Evolution: From Sports Nutrition to Lifestyle Nutrition
• (8:00) – The GLP-1 Effect: Supercharging Consumer Interest in Protein
• (9:45) – Taste is King: Consumer Research Across Categories
• (11:45) – From Theory to Practice: Why Sugar Does More Than Sweeten
• (14:00) – Food Engineering Fundamentals: Mass Balance in Formulation
• (15:15) – Food Chemistry 101: Browning Reactions and Protein Behavior
• (17:30) – Protein’s Impact on Texture: The Moisture and Chewiness Challenge
• (19:30) – The Protein Bar Hardness Problem: Choosing the Right Proteins
• (22:45) – Consumer Demands: More Protein, Less Sugar, Better Taste
• (27:45) – Protein as a Health Signal: Consumer Perception Research
• (29:00) – Market Gaps: White Space for Innovation
• (35:00) – OvenPro Platform: Purpose-Built Proteins for Baked Goods
• (37:00) – Glanbia’s Unique Approach: Deep Applications Expertise
• (38:45) – The Development Ecosystem: Ingredients, Brands, and Co-Manufacturers
• (40:45) – Beyond Protein: Full-Service Applications Support
• (43:45) – Speed to Market: From Concept to Finished Product in 48 Hours
• (45:45) – Protein Supply Realities: No Shortage on the Horizon
• (47:45) – Dairy vs. Plant Proteins: Applying Expertise Across Sources
• (50:15) – OvenPro and Wheat: Flour Replacement vs. Fortification
• (51:30) – Future Product Concepts: The Frozen Protein Pouch Idea
• (53:45) – Technical Requirements for Pouch Manufacturing
• (56:45) – GLP-1 Consumer Segmentation: Not a Monol…

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In Episode #198 of the PricePlow Podcast, we sit down with Nora Khaldi, founder and CEO of Nuritas, the groundbreaking company revolutionizing ingredient discovery through artificial intelligence and peptide science. Nora’s journey from pure mathematician and computer scientist to pioneering AI-driven nutrition innovation represents a fascinating intersection of technology and human health.

Most listeners know Nuritas from PeptiStrong, the natural anabolic peptide ingredient derived from fava beans that’s making waves in the sports nutrition industry. But there’s so much more to the Nuritas story. This episode explores how Nora, a mathematician, identified a fundamental problem in the supplement industry: an inability to create truly new ingredients to address rapidly evolving consumer health trends. Traditional ingredient development takes decades and costs hundreds of millions of dollars, making innovation nearly impossible for the nutrition sector.

Nora explains how Nuritas spent seven to eight years building proprietary AI technology called Magnifier, which integrates machine learning, proteomics, peptidomics, and molecular biology to identify bioactive peptides in nature. The conversation covers the company’s entire peptide portfolio, including PeptiSleep, PeptiYouth, PeptiControl, and the upcoming PeptiPump, along with the clinical science, regulatory challenges, and manufacturing processes behind each ingredient.

https://blog.priceplow.com/podcast/nora-khaldi-nuritas-198

Video: Nora Khaldi on AI-Powered Peptide Discovery

https://www.youtube.com/watch?v=TJ7Mmft2maA

Detailed Show Notes: From Mathematics to Peptide Innovation

• (0:00) – Introduction: The Mathematician Who Revolutionized Peptide Discovery
• (0:30) – The Innovation Gap in Supplement Ingredients
• (2:30) – The Data Problem: Why AI Was Essential
• (4:45) – Timeline and Technology Development: Before ChatGPT
• (6:15) – Building Proprietary Data from Scratch
• (8:45) – Beyond Efficacy: The Complete Ingredient Development Equation
• (10:15) – What Is a Peptide? Understanding Nature’s Signaling Molecules
• (12:00) – PeptiStrong: From Discovery to Market
• (15:30) – Clinical Validation and Human Studies
• (18:45) – Manufacturing and Extraction Processes
• (22:00) – Regulatory Strategy and Patent Protection
• (25:15) – PeptiSleep: Addressing the Sleep Crisis
• (28:30) – PeptiSleep Mechanisms and Clinical Insights
• (32:00) – PeptiYouth: Beauty from Within
• (35:45) – PeptiProtect: Supporting Immune Function
• (39:15) – PeptiControl: Glucose Management Innovation
• (43:00) – The Future: PeptiPump and Beyond
• (46:30) – The Role of Early Adopters and Market Education
• (50:00) – Strength and Bone Density: Interconnected Health
• (53:30) – From Ideation to Market: The Complete Journey
• (57:15) – Supply Chain and Manufacturing Partners
• (1:00:45) – Market Trends: Beauty, Sleep, and Metabolic Health
• (1:04:15) – Holistic Health: The Future of Personalized Wellness
• (1:08:00) – Consumer Education and Scientifi…

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