Daan, what exactly are you doing?
Well, in short, we develop sports supplements in collaboration with dietitians, biochemists and Nutrition and Health Master students at VU Medical Centre in Amsterdam and the University of Wageningen.
All raised as rugby-fanatics, we started this business because we found that current industry leaders focus on producing either (shockingly) unhealthy supplements filled with sugar and/or fat, and/or are focusing on just one particular segment (mostly fitness/bodybuilding, accounting for 50% of market share). That leaves all other types of athletes with unhealthy choices and with a complete lack of understanding of the added value of functional food like sports supplements.
In order to change all of this we have developed two products (pre and post) and are currently developing the third (intra) which will close our line-up. So: three complex and inclusive products covering the most important phases of sports with all the right nutrients and accessible for all athletes, in every segment of sports.
Where do you see its main application?
With everyone who is serious about sports, really. Simple as that.
Our products tackle all reasons not to use sports supplements (the ease of use, the intake, substance, inclusiveness (or the lack of it), pricing i.a.), and besides that, we do not differentiate between athletes, simply because a joint, tendon or muscle doesn’t either. We’re interested in what connects all the athletes: their mindset, focus, hard work and priorities, and for those people we work day and night to deliver the best possible products and service.
“Our lineup will soon include three complex and inclusive products covering the most important phases of sports with all the right nutrients and accessible for all athletes.”
What is the impact of your business?
The best and honest sports supplements, available and comprehensible to all. Well-thought-off products designed to make all types of athletes stronger, faster and healthier. Therefore being an alternative to solely marketing-based copy-pasted options.
To put it more simple, we are inspired by what SONOS did to their market. The audiophile market was dominated by unwieldy, big and difficult stereo systems with a hundred different settings, 90% of which the consumers never used. That’s sort of how our market works right now. The average man or woman who plays sports does not understand the added value of l-phenylalanine, l-citrulline malate, L-Leucine and Isoleucine, neither do they think about how Vitamin C reinforces Collagen type 1 and 3 for example, let alone when to take it in and in what quantities. That’s not something we can expect from them either. They passively ask for simple yet inclusive and complex products, and there we step in.
Where do you stand right now?
We have tested our case, proposition and products in the Netherlands and in Belgium and we see the very positive feedback from the market (13-15% growth per month and very promising PPC-metrics). Our proposition is accepted in the wide range of sports we focus on. Men and women who didn’t think sports supplements were their ‘thing’ are convinced and are now considered loyal customers. Also, Olympic or professional athletes and sports clubs and their trainers/physiotherapists are relieved there is a high-quality alternative to the standardized products already widely available.
Currently, we’re finalizing our first investment round (SEED) in order to further professionalize our proposition before entering the DACH-region, the United Kingdom and Spain. After that: France, Italy and Scandinavia.
When are you planning to go to the market?
If you’re asking about scaling: mid Q2 this year. Due to some delay (the effects of COVID-19 made us push some deadlines) we will launch our refurbished brand and international proposition in May.
“Men and women who didn’t think sports supplements were their ‘thing’ are convinced and are now considered loyal customers.”
Who has invested in you and what kind of investors are you looking for?
At this moment we’re not able to share who is the lead investor in this round. We can share it’s a family fund with loads of experience in our field. Currently, they are backed by one informal, together covering 2/3rd of the total ticket of 300k. We’re still looking for an investor who’s ‘quick on his toes’, is enthusiastic about sports and eHealth and is willing to actively participate in a young startup with international ambitions.
What would be the ideal investor match?
Somebody who is like-minded: aggressive – so to say – but thorough in their way of working and thinking. Also, we’re looking for somebody who can do something besides being a walking wallet. This means as much as open your network to us; open doors which otherwise would have stayed shut; shine your light on our ideas. In short: add value where you can.
Best of luck with everything!
Thanks, check out our pitch deck in the Fundsup app: https://api.fundsup.co/go/hYpJvO-oos