Performance is becoming more precise.
AG1 taps into the creatine boom
The supplement company launched AG1 Pro, a creatine-infused version of its flagship daily greens powder targeting muscle health, recovery, and metabolic resilience.
- The launch expands AG1’s product portfolio following its Next Gen reformulation, AGZ sleep product, and recent retail expansion while tapping into the rise of muscle health as a marker of long-term health.
- Consumers are looking for simplified routines that combine performance, longevity, and daily wellness into a single habit.
As awareness grows around aging, body composition, and metabolic function, creatine is moving from sport enhancer to mainstream longevity supplement.
Therabody wants to make heat a performance variable
The recovery company launched CryoTherm Palm, a handheld thermoregulation device designed to lower core body temperature during training and competition.
- Tested with Division I athletes at USC and elite soccer players at IMG Academy, the device improved sprint performance, grip strength, training volume, and perceived exertion.
- Joining red light-enhanced wraps, compression boots, and eye massagers, the new device adds to Therabody’s portfolio as it doubles down on performance enhancement.
Expanding beyond recovery, it’s making temperature management part of everyday performance.
Protein brands get niche
Collagen protein bar company Stars + Honey raised $24M from VMG Partners as it targets roughly $50M in revenue this year.
- Founded in 2023, the company combines collagen peptides with 15 grams of protein, positioning itself at the intersection of beauty, wellness, and nutrition.
- Funding comes as protein evolves beyond a sports nutrition ingredient, transforming brands like David, Equip, and Stars + Honey into consumer platforms based on identity and outcomes.
As protein demand spreads far beyond athletes, the winners may not be the brands with the most protein — but the ones with the clearest use case.
