Glaxon revolutionizing the sports and active nutrition industry

Michael Bischoff, founder and CEO at Glaxon, shares insights on delving into the science, targeting skeptics, and introducing innovative concepts like a fat-burning thermogenic craft beer.

Glaxon is set to be featured as one of the NutraIngredients-USA Start-up Stars at the upcoming Sports and Active Nutrition Summit in San Diego, CA from Feb. 12 to 14.

NIU: How did Glaxon get its start? What need/opportunity did you see in the sports nutrition market?

Back in 2018, we observed a crowded sports nutrition market filled with similar formulas lacking innovation. We recognized the opportunity to shake up various product categories with a science-driven approach aiming to change perceptions of products like pre-workouts and protein.

NIU: Could you tell us how you have gone about selecting the ingredients in your formulations? Who formulates Glaxon products?

Our team collaborates to create innovative formulations. I present product ideas, and our chief science officer, Joey Savage, identifies ingredients and mechanisms to achieve desired results. The formulations undergo thorough evaluation for flavor, functionality, and effectiveness.

NIU: Who is the Glaxon target consumer?

Our products cater to skeptics, critics, and industry enthusiasts who value efficacy and appreciate scientific nuances. We intentionally target skeptics, believing that once convinced, they become devoted advocates who spread the word to others.

NIU: How has your brand/product portfolio grown since launch? What are your most popular products to date?

Since our launch in 2019, we have introduced over 100 products through reformulations, flavor extensions, and new concepts. Our SuperGreens greens powder and Astrolyte electrolyte are among our top products due to their unique flavors and athlete-specific benefits.

NIU: What sets Glaxon apart from other sports nutrition brands on the market?

Glaxon stands out in packaging, innovation, and flavoring. Our unique packaging and innovative formulations featuring first-to-market ingredients differentiate us. We prioritize creating memorable and unique flavors through collaboration with flavor houses.

NIU: Are there new products/initiatives/formats in development?

We are exploring various possibilities and showcased innovative concepts at GlaxCon. New products like an RTD energy drink with unique ingredients, a fat-burning craft beer, and high protein cereal with unique coatings are in the works. We are also developing savory protein bars, next-gen probiotics, and skincare applications.

NIU: Where do you see the most opportunity/room for innovation in the sports and active nutrition category?

We believe there is potential for innovation in weight management, muscle growth mechanisms, and muscle repair processes. By exploring new pathways and mechanisms, we aim to offer unique solutions within each category.

NIU: What Glaxon accomplishment are you most proud of to date?

We take pride in being the first to use an AI-identified ingredient in a sports nutrition product, PeptiStrong. Despite initial skepticism, PeptiStrong has gained popularity for its muscle-building and anabolic properties, showcasing our commitment to innovation.