Today, I’m joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio.
A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot that reduces lactic acid to extend endurance during intense training.
In this episode, we discuss the new ritual for elite athletes.
We also cover:
The Swedish science behind the product
Elite athlete seeding as core go-to-market strategy
The challenge of explaining a new ingredient to consumers
The Fitt Insider Podcast is brought to you by EGYM. Visit EGYM.com to learn more about its smart fitness ecosystem for fitness and health facilities.
Chapters:
(00:00) Introduction
(01:00) Founder backgrounds
(02:00) What is Nomio
(03:00) Isothiocyanates and Swedish research
(04:00) Nitrate pioneers and discovery story
(08:00) Product feedback from athletes
(10:00) Early adoption and repurchase rates
(15:00) Scaling and production
(20:00) Athlete seeding strategy
(25:00) Credibility and positioning
(31:00) Science versus storytelling balance
(33:00) Market differences across regions
(34:00) 2028 Olympics ambition
(36:00) Growth flywheel
(37:00) Conclusion
We break down how fitness, wellness, and healthcare are converging — and what it means for business, culture, and capital.
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