Spotlights by Melissa Westphal 12/30
Interview with Michael Brandt
CEO and Co-founder of Ketone IQ
How did you identify the need for ketone-based performance products, and what role do you see HVMN playing in shaping the future of sports nutrition and cognitive health?
Energy is the most important problem for humanity. If you can give people higher quality energy, you can help them solve everything else in their life. Coming from my background as a marathoner and engineer, I created Ketone-IQ to push the boundaries of energy science.
We are already seeing Ketone-IQ as a standard staple for competitive athlete as well as weekend warriors who enjoy the feeling of Ketone-IQ and want the extra edge.
What's especially exciting to me is that, because of how ketones improve cognitive performance and brain health, we're seeing people pickup Ketone-IQ beyond sports, incorporating it into their everyday lives.
What strategies have been most effective in educating consumers about the science behind ketones and building trust in HVMN’s products?
Our formula inside the bottle of Ketone-IQ fundamentally breaks the laws of what an energy shot could or should be. Therefore, the way we talk about the product matches that same level of innovation, breaking the laws for how an energy drink shows up in the world — for example when I partnered with UFC Legend Jon Jones to "steal" our own product from Vitamin Shoppe.
What have you learned from your partnership with pro cycling team Visma Lease a Bike about the role of ketone supplementation in elite endurance sports, and how has that influenced your product development or broader vision for HVMN?
A key finding from our research partnership with Visma Lease A Bike is that Ketone-IQ helps your body produce EPO, a critical component in red blood cell production, enhancing oxygen delivery to muscles, which can improve endurance performance. We're continuing to push the cutting edge in endurance-specific sports like cycling while also taking the findings to other sports like MMA and football.
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