In this Q&A, you’ll hear from Damien Fitzpatrick, founder and CEO of PILLAR Performance, a performance nutrition company used by the world’s top endurance athletes and sporting organizations. Damien shares how an injury-plagued sports career led to a focus on overlooked micronutrients, and how PILLAR is working with WHOOP and Oura on clinical efficacy.
Tell us about PILLAR.
Damien Fitzpatrick: PILLAR Performance is a premium performance nutrition company. Born from a high-performance incubator of professional athletes, sports scientists, physiologists, and dietitians, our mission is to shift the health conversation from prevention to performance.
We’re focused on bridging the gap between pharmaceutical-grade supplements and traditional sports supplementation. With a top-down approach to formulation, we deliver products with the potency required by the world’s highest physical performers, from goal-oriented everyday athletes—who we like to call “elite amateurs”—to professionals.
An important criteria for me as a former pro rugby player, every product is backed by PILLAR’s athlete-safe promise. Our supplements are 100% Informed Sport-certified and trusted by more than 150 professional teams across the NFL, NBA, AFL, and various Olympic programs — as well as by elite endurance athletes such as Jan Frodeno and Eliud Kipchoge via the NN Running Team.
What sets PILLAR apart is its commitment to clinical efficacy, with formulations grounded in science and validated through trials using wearable technology like WHOOP and Oura. The supplements are developed to deliver measurable outcomes in real time, supporting improved sleep, recovery, heart rate variability (HRV), and overall performance.
With ongoing transparency, the brand maintains the highest standards for potency and purity, establishing relationships in practitioner channels and pharmacies around the world.
What led you to pursue this opportunity?
DF: My own injury-laden pro sports career fueled a desire to empower athletes to reach the start line in peak condition. When I had to undergo a complex surgery on my shin bone to extend my rugby career, I searched for products that would help with inflammation and support recovery, but nothing on the market came close to what I needed.
Identifying a critical gap, I saw firsthand that there was a serious need for clinical-grade, high-performance supplementation for athletes. But the biggest insight I gained was recognizing how performance nutrition had overemphasized macronutrients (protein, carbs) while neglecting micronutrition, the foundation of recovery, sleep, and longer-term health.
How did you turn your idea into a company?
DF: I’m particularly proud of what we have already accomplished in four years, starting in 2021 with the launch of our flagship product, Triple Magnesium, in Australia. With rapid traction, we gained adoption by 75+ professional teams and Olympic programs within 12 months.
Landing exclusive distribution deals and premium retail partnerships, we took our operations global, expanding into Europe, the US, and Asia in 2023.
After extending our product range to macronutrition like creatine, collage, and grass-fed whey protein isolate last year, we’re forecasting multiple eight figures in 2025 — a massive leap from our A$0.65M in Year 0. Supporting our mission, we’ve secured $4M in funding, backed by a mix of VCs, family offices, and angels.
How big can this get?
DF: PILLAR Performance is strategically positioned at the intersection of endurance, hybrid sport, and longevity, tapping into a global shift toward performance-focused wellness and a global endurance market counting 700M+ global participants.
As consumer interest grows in measurable, high-quality solutions that support recovery, resilience, and healthspan, we’re aiming to lead the “elite amateur” movement — a growing cohort of lifestyle athletes who demand the highest standards and measurable outcomes.
How do you reach your core customer?
DF: Our core customers are elite amateurs and goal-oriented athletes aged 25–55 who prioritize performance and measurable outcomes.
To reach and engage this audience, our growth strategy focuses on expanding into new markets such as North America and Asia, activating targeted ambassador and creator partnerships — as well as scaling our B2B presence through premium specialty retail, D2C, boutique gyms, and recovery center franchises across AU, US, EU, UAE, and Asia.
We also invest in building and supporting our community through events, run clubs, retail activations, and a presence at major sporting moments like the Sydney Marathon, which has just become a World Marathon Major this year.
What’s next on the roadmap?
DF: Adding to community activations, we’ll be launching in the US via Fleet Feet, supported by PR and influencer efforts as well as exciting brand and product collaborations.
Along with expansion of our product lines into global channels, we’ll be continuing clinical trials with WHOOP and World Tour cycling teams for inevitable publication.
Anything else you’d like to share with readers?
DF: PILLAR isn’t just a sports nutrition company; it represents a new category we call performance health.
From the outset, we’ve combined scientific rigor with athlete validation and real-world credibility, building something that sits at the intersection of longevity, sport, and data-backed wellness.
Our vision is bold: We’re here to become the most trusted performance health brand in the world and to help athletes of all levels reach their start lines in peak condition, ready to perform at their best.
If you’re interested in having your company featured in our Q&A series, send an email to team@fitt.co.
