MP Marketing Research Project

Product Recommendations
Christopher Brons
Christopher.Brons@colorado.edu
763-742-6771
Mick Geraghty
Mickinnon.Geraghty@gmail.com
303-829-3021
Jacob Holweger
Jacob.Holweger@colorado.edu
303-519-6445
Dylan Marchiouda
Dylan.Marchionda@colorado.edu
818-606-0474
Tejas Narkhede
Tejas.Narkhede@colorado.edu
480-203-0844
Jack Wegerbauer
Jowe2926@colorado.edu
720-934-5321
Tyler McCann- Tyler.McCann@musclepharm.com
Cheyenne Lohman- Cheyenne.Lohman@musclepharm.com
Nick Loveridge- Nick.Loveridge@musclepharm.com
Lee Norman- Lee.Norman@musclepharm.com

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Table of Contents
Table of Contents ...............................................................................................................................2
Executive Summary............................................................................................................................3
SWOT Analysis .................................................................................................................................4
Positioning Analysis ...........................................................................................................................6
Current Observation of Positioning Strategy and Strengths.............................................................6
Data Analysis ...................................................................................................................................11
Primary Research......................................................................................................................11
Social Media Review ........................................................................................................................14
Facebook..................................................................................................................................14
Instagram/Twitter......................................................................................................................14
Snapchat...................................................................................................................................15
Increased Presence at Local Events....................................................................................................17
Increased Presence in Lifestyle Sports................................................................................................22
Entry points for lifestyle sports...................................................................................................22
Key Demographics for Mountain Biking and Snow Sports ...........................................................24
Creatively Combined Product Offerings.............................................................................................29
Product Line for 35+ age Demographic..............................................................................................31
Conclusion for Adult Demographic ............................................................................................34
Cognitive Supplements .....................................................................................................................36
Creation of Single Serving Sizes........................................................................................................40
Closing Statement.............................................................................................................................46
References .......................................................................................................................................47
Appendix .........................................................................................................................................50
Figure 1.1.....................................................................................................................................50
Figure 1.2.....................................................................................................................................51
Figure 1.3.....................................................................................................................................52

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Executive Summary
MusclePharm is a leader in the sports nutrition industry, creating a wide range of products from
protein powder to fat burning supplements. Our goals for this project are: (1) to identify and
acknowledge specific product innovation ideas to assist the product development team in
creating unique sports nutrition products outside of their current realm of offerings, and (2) to
examine MusclePharm’s current marketing strategies and create 3-5 suggestions for ways they
can improve their marketing efforts, ensuring that these strategies align with the target customer
base.
The main deliverables expected from our team were: a final project containing 3-5 innovative
product introductions that MusclePharm should create, as well as suggestions for altering their
current marketing strategies and how to improve upon marketing for existing products. Along
with this paper submission, our team created a final presentation for our MusclePharm clients,
where we will present all of our findings and suggestions on December 15th at the MusclePharm
Headquarters.
Based on our extensive research, an analysis of competitors, and constant communication with
our MusclePharm clients, we believe MusclePharm should focus on increasing their level of
engagement on various social media platforms, increasing presence at smaller and localized
events as well as lifestyle events, and providing more product stacks and better packaging. All of
these areas were defined by our MusclePharm clients as areas they needed the most improvement
in. For new products, they need to introduce product lines catered to ages 35+, add a cognitive
supplement, and introducing products packages with individual serving sizes.

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SWOT Analysis
Market Position SWOT Analysis
Helpful Harmful
Internal
Strengths
- Strong brand image
o Allows easier entrance into
market for new products
by MusclePharm
- High sales growth rate
- Good product placement
o Allows new products to
reach consumers
- Athlete sponsorship and
endorsement
o New products can be
endorsed
- Scientific studies backing up
products
o MusclePharm can continue
to test products that are not
proven
- Competition legal products
Weaknesses
- Comparatively smaller business
o Will suffer more for the
initial investment of adding
new products to the line
- Comparatively high investment on
R&D
o IP holds lot of value for the
firm, but new product
creation cost more investment
- Narrow target market
o Target markets are fairly
narrow to younger people
who work out regularly
External
Opportunities
- Large market that is growing
every year
o Product stacks can
capitalize on new
consumers who would like
guidance
- New and immerging products
o Consumers are interested
in new and immerging
products by brand names
- Untapped demographics within
market
o Older consumers are
interested in different
products than younger
consumers
Threats
- Growing competition
o Many sports nutritional
supplement companies are
immerging crowding the
market around existing
products
- Decreasing profit margins
o Only certain products are
viable
- Immerging substitutes
o Many new brands are being
created that attempt to
differentiate themselves and
take market share

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Product Suggestion SWOT Analysis
Helpful Harmful
Internal
Strengths
- Cognitive supplements are in the
early stages of development
- Single serving packaged products
have seen growth since 2006
- Older consumers care just as much
about their health and have more
disposable income to spend on it
- A well-researched and quality
assured pill from a brand name like
MusclePharm would be well
received
Weaknesses
- Only two clinical studies exist
regarding cognitive supplements and
both concluded with need for further
research
- Packaging for individual serving sizes
is more expensive
- Older consumers are less likely to
purchasing existing MusclePharm
products
- The market for multivitamins
External
Opportunities
- There is ample room for
competitors in the cognitive
supplement industry
- Win new customers entering the
market with successful
combinations of products at
attainable pricepoint
- Bring greater convenience to
supplement users
- Older consumers have a larger
portion of disposable income to
spend on their health
- Multivitamin usage increases
greatly at adults age
Threats
- A few companies have already
released cognitive supplement
products
- Convenient product packages cut into
existing sales to loyal customers rather
than entice new users
- Many substitutes like multivitamins or
other natural supplements exist and are
the norm for older consumers
- Many people are skeptical about the
health benefits multivitamins provide

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Positioning Analysis
Current Observation of Positioning Strategy and Strengths
Since the founding of the MusclePharm, the company has heavily focused on the sale of safe and
scientifically backed sports nutrition products. MusclePharm has grown substantially since its
introduction to the competitive sports nutrition industry, and has secured the iconic green and
black colors as synonymous with athlete driven products that represent guaranteed quality and
are representative of the lifestyle that their consumers reflect. As the brand has grown it has been
the mission of the company to use quality and substantiation driven tactics in their scientific and
business processes to make MusclePharm a brand that is known for its effective and safe
products. Since then, MusclePharm has been identified by consumers of different sports nutrition
e-commerce sites as being in the top 10 recognizable sports nutrition brands (tigerfitness.com).
MusclePharm uses a positioning strategy that revolves around differentiation of products within
the industry of sports nutrition and conveying meaningful uses of these products to their target
market in order to retain beneficial customers.
MusclePharm has a combination of different positioning strategies in relation to their target
market and their presence within the industry of Sports Nutrition. MusclePharm is very strong in
its positioning of the product attributes, the benefits of their products, the usage occasions of
each specific product, and the users of their products in relation to their most targeted audience
of young adult male and females ages 17-16. MusclePharm highlights and markets all of their
product attributes on their labels. A big part of this marketing strategy is focusing on the
companies’ relationship with quality assurance and quality guarantee. The company has all
produced lots of their products tested by Informed Choice.
Informed Choice is an entity in the Sports Nutrition industry

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that guarantees that all produced product lots tested are free of performance enhancing
substances. The tests are very accurate and are backed by a guarantee to be banned substance
free. MusclePharm uses this testing certification by advertising the Informed Choice Logo on all
of their products that receive that testing certification.
Another very meaningful strategy that MusclePharm does within their internal processes is
substantiating every label claim with backed clinical research pertaining to the ingredients used
in the products and their claimed effects and benefits. The FDA is the overarching regulatory
entity that forces the approved compliance of sports nutrition companies. MusclePharm avoids
risking any risk and liability in penalty from disgruntled customers and the FDA related to
inaccurate label claims. Having the Informed Choice certification for the most popular products,
and having substantiation claims for product label claims is another example of how this
companies positioning strategies reflect its relentless pursuit to quality guarantee. The iconic
green and black color that the company uses for all products has also become synonymous with
quality from the effective implementation of these quality driven positioning strategies.
The sports nutrition industry has been described as saturated with similar products. It is difficult
for companies in this industry to solely use the benefits of their products as a clear cut way to
create clear and beneficial differentiation because the optimal ingredients for certain uses by
athletes have been very clearly defined, and tested. MusclePharm does display the benefits of
their products in a way that is meaningful and creates differentiation.
One clear way for this company to do that is to choose which products will be marketed and sold
as the higher quality product lines. The Black Series, and the Sport Series product lines have
been marketed and identified as having a higher quality appeal than others in the industry.

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MusclePharm often advertises all ingredients contained in these higher level product offerings
that have patented and tested formulae for their use and effectiveness. MusclePharm will feature
the name of these ingredients on the label of each product containing this ingredient to use as
another additive to the perception of quality in the brand. Capsimax is a very
high quality thermogenic ingredient that has been tested and proved to burn
skeletal fat over defined periods of usage. OxySport Black – part of the black
series – can be seen with this advertisement right on the bottle.
A recognizable part of MusclePharm’s positioning strategy is its strategy
pertaining to the users and user occasions in which their target market is
situated in. This target market is very active in social media and web-based forms of brand
following, and product purchasing. This positioning strategy can be directly related to the
distribution channels in which MusclePharm sells their product in.
The usage occasions are one of the direct focuses of the MusclePharm’s Instagram social media
account. This account outlines many occasions in which its following can use their specific
products in unique ways, testimonials from regular consumers and professional athletes about the
product, as well as other types of information regarding the brand in which the cult following
will respond to and enjoy. The usage occasions for sports nutrition products are very well-known
throughout the industry. One way that MusclePharm is creating differentiation from competitors
is the way in which it leverages the content on its Instagram account to appeal to their
consumers. Examples of this include meal prep and product integration within meals. Consumers
can learn easy ways to create new and unique ways to use the products.
A review of a popular and trusted e-commerce site by MusclePharm’s target market,
BodyBuilding.com, has shown that MusclePharm is succeeding in selling and marketing their

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product offering. MusclePharm currently has a product ranked as a top-ten best seller in 6 out of
the 8 categories of BodyBuilding.com’s product rankings by consumers (Bodybuilidng.com).
These products include the categories of Protein Powders, Protein Bars, Post-Workouts,
Conjugated Linolec Acid, Fish Oil, and Weight Gainer.
While many of these products only appeal to the niche market that is so involved in health and
sports nutrition, MusclePharm’s target market is made up a lot of fitness enthusiasts. 81% of
Millennials claim to exercise and Millennials make up 76% of all exercisers (Nielson, 5).
MusclePharm is successfully appealing to and selling their products to their target market who is
very actively interested in fitness and current fitness trends.
MusclePharm’s success of three products, their Fish Oil, BCAA 3:1:2 Capsules, and Combat
Crunch Protein Bars have a very high potential of being successful within other demographics
contained on the fringe or outside of their specific target market. These products have very well
known-benefits and through the successful positioning of these products have gained a marquee
level of quality measured by BodyBuilding.com. The benefits of these products are well known
and proven scientifically. If MusclePharm were to try and expand to people of other
demographics other than their target market these products could perform well in other areas
than just the niche sports nutrition market.
Part of the importance of positioning strategies and tactics is understanding the competition of
the industry. In the case of the sports nutrition industry there are so many companies that are
trying to sell very similar products, that understanding the competition and their objectives is
integral to achieving any sort of success and following. The development stage of a sports
nutrition company is where it identifies what type of company it is and where it wants to direct
its resources. Many companies appeal only to the physique athlete and bodybuilding enthusiast.

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This can be seen through their marketing strategies and performance on E-commerce. Early on
MusclePharm dedicated its efforts to creating a perception of quality with the customer. Through
the companies’ efforts in the development of quality products it has been able to achieve a
positioning strategy that responds well to their target market, and has potential to reach beyond
those targeted individuals.

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Data Analysis
Primary Research
The team’s first move was to create a survey to get a general understanding of one
MusclePharm’s target markets. A survey was sent out to college age students at CU- Boulder to
see what they knew about this industry and what they wanted to see that was not available to
them at this time. The survey is shown below.

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The survey was a mixture of short answer and multiple choice questions with the goal being to
see which brands have the most awareness in the college demographic, what products this
market uses the most, what improvements they wanted to see to products in the industry, and
then what products they wanted to exist. The pie chart below shows that MusclePharm has the
second biggest brand awareness at CU- Boulder with 31.6% second to Optimum Nutrition.
Showing that MusclePharm has a solid presence at a college campus was a great start for our
team and showed that less brand education would be needed to successful market in a college
campus. This was also a positive to our team because it means that MusclePharm is reaching one
of their key demographics successfully.
The results from the short answers had a mix of responses with 36% of the participants stating
they did not use any products before they worked out. This is a great opportunity for
MusclePharm because it is a market that is ready to be exploited. Many of these students do not
use any product so there is less competition to make them a MusclePharm customer and would
simply need to see the benefits MusclePharm products would bring to their workout routine. For
post workout, the top response was just protein (whey or other blends) taking roughly 45% of the
responses. Our team used the responses from the other two questions based on new product ideas

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or improvements to existing products to help create our initial list of product ideas. As these
responses were varied so there were not any particular trends that could be analyzed but gave us
some insight at what consumers wanted in this space.

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Social Media Review
Facebook
On MusclePharm’s Facebook page, they currently have about 725,000 likes, but the level of
engagement is extremely low, receiving very few likes and comments per post. In order to
increase the level of engagement, MusclePharm should utilize Facebook Live; this feature would
notify every person who likes the MP Facebook page, and let them know that they were using
live video. They should use their well-known athletes to speak or make appearances on
Facebook Live, and can show their live workouts, or even show them being interviewed or
answering fan questions. Having Q&A sessions with MP athletes would be a great way to drive
more traffic to MP’s various social media platforms, and would allow fans and users to engage
with people they care about. They can even show behind-the-scenes footage of MusclePharm
HQ, anything that will attract more regular viewers and page visits. Facebook users watch 100
million hours of video every single day, and they social media users prefer to watch videos over
other forms of content, so regular video posts are important.
Instagram/Twitter
MusclePharm has about 568,000 likes on Instagram, and is averaging far more likes than they do
on Facebook, ranging from 500-3,000 likes per picture. When they post videos, the views range
anywhere from 12,000-30,000 views. Since MusclePharm uses Instagram in the same way they
use Facebook (they post the exact same content), they should follow a similar approach to the
one stated above. They need to increase the amount of pictures and videos they post on a regular
basis, and specifically increase the amount of videos they post, because the attract the most
views. On Twitter, MusclePharm has 682,100 followers, yet only receives anywhere from 5-75
likes per post. Similar to the advice above, MP needs to increase the frequency of their posts,
increase the quality of them, and post more videos as well.

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Snapchat
Since MusclePharm doesn’t currently have a Snapchat, this would be an extremely cheap and
easy way to gain a bigger following. Similar to Facebook Live, MP can use Snapchat to post
daily videos showing athletes working out in the MP gym or taking their products. They can
have “Athlete Takeover” days, where one of MP’s athletes has control of the Snapchat for the
day, and can show their own workouts, or anything else they want to do.
For all of these social media platforms, the time of the day for which content is posted plays a
large factor in the level of engagement. Below are images to show the times and the days of the
week that are best for posting:

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Not only is the time of day important for the level of engagement per post, but so is the actual
headline of the post. MP should tag prominent athletes and product users in their posts to gain
greater exposure. They should also have more contests and giveaways for free products, so that
users are excited to visit their page because of the incentive that would be offered.
Increased Presence at Local Events
Local events are an area that MusclePharm has made small moves in but there are large
opportunities in this space that need to be exploited. Choosing the correct events to sponsor or be
a part of is an extremely efficient way to reach a target market while making a lasting impact
with them as well. Tangible marketing events are extremely effective when the consumer is able
to touch, feel, and experience the product and brand first hand. It shows the consumers at the
event MusclePharm has taken part in what the company has to offer them in a risk free
environment ("Become A Sponsor - Bolderboulder."). Instead of having to purchase one of the
products without knowing if they will like or not a consumer will be able to sample what
MusclePharm has to offer with no commitments. There are two major events that MusclePharm
should pursue that will contain both their target market and allow for a meaningful impact with
the client to be made.
BolderBOULDER
The first event is the BolderBOULDER race that is held in Boulder, CO. This race is put on
every May during Memorial Day weekend. It is known to be one of the best running events in
the world ("Become A Sponsor - Bolderboulder."). It is the third largest 10k in the nation,
seventh largest 10k in the world, and Runner’s World named it the all-time best 10k (Engelbart).
This would be a major event to get a sponsorship in. It reaches a key target market for
MusclePharm. This event also creates massive draw in the running community which needs

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products for race preparation, performance, and recovery. In the 2016 race there were
approximately 50,000 participants in this race plus thousands of spectators surrounding the
course making total attendance close to 120,000 (Engelbart). They hold four separate races
throughout the day including an open 10k, Elite Wheelchair 10k, Elite Men 10k, and Elite
Women 10k. This would allow MusclePharm to reach a massive audience in one day. The most
crucial part is that it is interactive marketing and not passive-audience marketing. In an event like
this the consumer gets to physically interact and try the product and not simply hear information
listed to them.
Furthermore, the BolderBOULDER was created as a way to honor those who serve our country
in the Military (Engelbart). This is a great way for MusclePharm to continue its past trends of
supporting the military. That way the event can help spread the good-will of the brand by
showing the continuous support of the armed forces over the years. A new product design or
apparel could be coupled with the BolderBOULDER to show support of America’s Military.
Unfortunately, the sponsorship representatives at BolderBOULDER have been unresponsive
when our team has reached out to them regarding pricing for the different sponsorship levels.
Mile High United Way Turkey Trot
The Turkey Trot is something that is held in cities throughout the United States on Thanksgiving
Day in the morning. Forbes Travel Blog states that, “the Mile High United Way Turkey Trot is
among the top 10 best Thanksgiving events in the country” which makes it another great event
with a lot of draw from all over the country (“2014-2015 Live United Sponsorship Proposal”). 47
states were represented in Denver in 2014 so it is a perfect way for MusclePharm to increase
brand awareness nationally at a single event (“2014-2015 Live United Sponsorship Proposal”). It
is a tradition for many families as a way to start off their Thanksgiving Day. It is a four-mile

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course that starts in Washington Park in Denver and ends in the “Finish Village” with food,
entertainment, and a beer garden. It not only is a family friendly race environment it is also
another event that is supporting a cause. It supports the Mile High United Way organization.
This organization ensures that the youth of this nation have a strong start to life by helping them
achieve academic success and by allowing them to afford the means to achieve self-sufficient
economic success (“2014-2015 Live United Sponsorship Proposal”). Again this is an event that
not only targets an active youthful market for MusclePharm it will also increase the positive
perceptions of MusclePharm because it will be supporting a charitable organization.
Beyond having participants from almost all 50 states there are other key statistics about the
event that would be beneficial for MusclePharm. In the 2014 run there were almost 10,000
runners, with the largest age group being from 18-34 (“2014-2015 Live United Sponsorship
Proposal”). At this Thanksgiving’s race there were roughly 20,000 in attendance (Faherty). This
race could be a great way for MusclePharm to hit their targeted demographic due to the large
youthful-active population in a single area for a day. The most interesting statistic is that for the
majority of participants it was the first time running the race, with almost 3,000 racers running
for the first time in the Turkey Trot (“2014-2015 Live United Sponsorship Proposal”). This is a
great reason to get involved in the Turkey Trot as a sponsor because there will be a fresh
audience at every year’s event. The majority of the population will not have seen the
MusclePharm booth or advertisements at the last year’s race so they it will be a brand new
audience that is getting marketed to.
There is a wide range of sponsorship levels for the Turkey Trot as well. The most expensive
being $50,000 and the cheapest being $1,000 with quite a few more benefits given to the higher
levels of sponsorship. This event is a perfect way to test sponsoring a race. It allows for a cost-

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effective way to market at different price points. Please refer to the table below with the benefits
included with the different levels of sponsorship.
*Prices and benefits subject to change for next year’s event

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Our recommendation to MusclePharm at this point is to look into an option on the cheaper end of
the spectrum, for example, the “Volunteer” level for $5,000. This gives benefits like having a
booth, coupons distributed, several places that the logo is distributed (pre and post-race), a
branded booth at the event, and the opportunity to distribute product to the attendees (“2014-
2015 Live United Sponsorship Proposal”). The ability to distribute MusclePharm products is the
most crucial as it is what makes the most lasting impact on the audience. The “Volunteer” level
gives quite a few benefits while still keeping the cost down which will reduce risk for the first
year of this event. Then if the event is something that brings success to MusclePharm then more
expensive opportunities with greater benefits would be wise to pursue.
Also, this event creates a great opportunity to expand across the nation if the local Denver
Turkey Trot becomes successful. With Turkey Trots being held in over 30 cities across the
country with different charities and organizations supported at many of them (Faherty). This
could be a great channel for MusclePharm to expand brand awareness through by slowly
expanding the events they sponsor.
Return on Investment- Local Events
The ROI for sponsoring or partaking in a local event are both tangible and intangible. The
tangible results are increased sales due to the increase of brand awareness or sales made of the
product at the event. Some events allow the sponsors to sell their product at their booth so the
participants can not only sample the product they can also purchase it afterwards. One of the
biggest returns from sponsoring an event is that it will increase customer retention. This can
happen through two different means. First, coupons can be distributed at the event which will
entice customers to come back and purchase the product at a later date. Especially after having
sampled the product in a no commitment environment. The second channel to increase customer

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retention is to create an “opt-in” program at the booth during the event. Opt-in programs allow
consumers to become a part of a mailing list or other free subscription that will give them
updates about MusclePharm so they can hear about a new product or flavor coming out.
The biggest ROI for a local event is the fact that thousands if not hundreds of thousands of
consumers will be able to taste and experience the MusclePharm brand and products first hand
without having to make a single purchase. Having samples at a booth for consumers to try is the
best way to make a lasting impact with them. They will be able to remember the flavors they
liked and ask any questions about the product. Instead of the usual marketing channels where
information is simply given to them via commerical or the label on the package and they are not
able to taste the product or ask questions to a live representative in front of them. It becomes an
active marketing strategy that will have consumers remember the great tasting workout and
health supplements MusclePharm has to offer.
Increased Presence in Lifestyle Sports
Entry points for lifestyle sports
MusclePharm has a central location in Denver, Colorado which sets them up perfectly to exploit
two major lifestyle sports demographics due to their close proximity to these sports. Two of the
biggest markets that would have relatively low barriers to entry yet could return high yields are
snow sports (the two largest being skiing and snowboarding) and mountain biking. Colorado is
known for both of these sports and continue to draw people from all over the United States to
participate in these sports year round. Beyond Colorado many of the surrounding states like
Utah, Idaho, and Wyoming also bring crowds to partake in snow sports and mountain biking.
Both of these sports do not have many products that are specifically marketed to them. The
biggest competition in this market would be Clif Bar but they are mainly focused on rock
climbing and mountain biking and have little in the snow sport market. Combat Crunch or a

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variation could make large headway in a market like this due to the great taste and nutritional
benefits of the product.
Skiers and mountain bikers both desire similar products when out on the mountain. They want
something that will have great taste, give them energy, and that will satisfy their hunger. The
consumable should be something that is both able to be carried easily in a backcountry pack and
also eaten easily. These athletes will pack their food and other products for an entire day so
having a product like Combat Crunch that will not crumble easily is ideal for this market. Messy
products create difficulties when trying to eat with gloves or other gear on, simplicity is king in
this environment.
When this demographic eats they are refueling out in the wilderness; they are simply sitting off
to the side of the trail and eating what they brought before continuing. Again, this aligns with the
product design of Combat Crunch due to the fact that it is an easy to eat bar. It is something that
is going to be a quick energy boost before finishing the ride or run. Also, Combat Crunch could
be an attractive alternative product for this audience because of the higher protein content (20
grams) that is contained in each bar compared to the 9 grams of protein contained in an average
Clif Bar (“Nutrition”). Athletes in these sports will see the higher protein content and associate
that with a bar that will keep them full and fueled longer.

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Key Demographics for Mountain Biking and Snow Sports
The following statistics are relevant specific to the biking market:
- Biking rates do not fluctuate greatly between income levels but the purpose of biking
changes greatly based on income level
o High income persons use biking for more recreation and exercise purposes
- For Whites bicycles are mainly used for recreation activities
o While other ethnicities use them for transportation
- Western States have the highest biking rates
- 87% of competitive cyclists are male in the United States
o 35-44 years old
- Access to bicycles rise with annual income
o 65% have access to a bicycle when they make $75,000 or more
- In 2009 almost 50% of bicycle trips were for recreation
- From 2010 to 2015 mountain biking grew 16%
o Other biking activities (recreation and road) stayed relatively stable
All the above information is taken from People for Bikes ("Statistics Library - Participation
Statistics Archives.").

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Focusing on snow sports these are the most impactful demographic statistics:
- 54% of snow sports participants make up make more than $75,000 a year
- Market is 62% male
- White or Caucasian make up 66% of participants in snow sports
- Over 39% of snowboarders are under the age of 24
- Majority of both skiers and snowboarders live in the Pacific Region
o Comprised of California, Washington, and Oregon
- Alpine Skiers make up the biggest section of this market
o Freestyle skiers are the third largest behind snowboarding
- 56% of participants in alpine skiing have a Bachelor’s Degree or higher
All of the statistics above were taken from the 2013 SIA study ("SIA Snow Sports Participant
Study.").
A general synopsis of these statistics will show that the majority of participants in these fields are
white, college-educated, males, and have an annual income over $75,000. This is a good market
to enter because it will mean they are willing to spend more money on products that will help
their performance with nutritional benefits. There is a lot of money in both of these sports due
the high cost of equipment and passes so athletes involved in these sports are used to spending
more money to receive a top quality product, which MusclePharm provides.
Other than regionally active sports like mountain biking and snow sports there is a huge potential
for MusclePharm to enter the market with sports that are very large in participation but do not

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conform to the traditional gym training that many sports nutrition companies market for. There
are many competitions held per year and the attendance is very well represented by fitness
enthusiasts. Two of the biggest events that could be a market for various MusclePharm products
are the cycling and running competition. Race finishers in America in 2015 totaled to be over 17
million (runningusa.org). The most common events, 5K races, had the most individual race
category attendance of over 7 million finishers. These races are very popular and would be an
easy way for MusclePharm to introduce their applicable products into this type of athletic
competition. To prove the large frequency, there are 25 up-coming 5k races in Colorado in the
month of December, (Runningtheusa.com). Cycling events are also very popular in the USA and
Colorado. The amount of cyclists in America in 2015 totaled 65.67 million which consists of 20
% of the United States population. Total breakdown of running event finishers and competition
categories found in (Appendix Figure 1.1).
A way to look into how MusclePharm could represent the brand at these events for these
different sports is by looking at Science In Sport. This is a sports nutrition company that markets
their identity in two different ways. They focus on tailoring their products to these two types of
endurance sports, and they heavily market the substantiation of their products through testing
certifications and scientific evidence. This company is very similar to MusclePharm and can be
used as an example of how MusclePharm can look at and use their existing products to reach a
new type of consumer that is very active.
Science in Sport on their website, (scienceinsport.com), offers different material regarding
supplementation and usage of their products for different training and competition schedules in
cycling and running. This is a way that they are able to relate their products to common practices
of the athletes in these segments. (Appendix Figure 1.2). These athletes follow a strict regimen

27
and using this type of information that directly involves your products is a way to engage the
consumer with valuable content that is directly related to their actual products. This information
is part of their e-commerce website, making it easy for consumers to act on buying decisions
after reading the applicable sports nutrition content.
There are currently products in MusclePharm’s active product line that could be used to market
towards these types of consumers. Currently Science In Sport uses the Informed Sport
certification to guarantee the efficacy, and legitimacy of their products. Many of these athletes
compete in competitions nationally and globally. Having this valuable certification adds to the
validity of the brand and makes it easier for consumers to buy the product. MusclePharm is
currently using the Informed Choice testing certification. This sister certification will be an asset
if the company ever pursues this different athlete demographic. The biggest part of an athletes
training and performance in this industry include preparation, nutrition during competition, and
post competition recovery. The three biggest nutritional needs for these athletes which is applied
before, during, and after competition include hydration, recovery, and energy. All of these
phases of athlete training in cycling and running can be applied with MusclePharm products.
The hydration phase of many products from different companies in this segment of sports
nutrition include electrolyte, and amino acid drinks. These drinks are very well tested to hydrate
and energize competitors. A popular form of this supplementation is in tablet form, but there are
also pre made drinks that consumers use that offer more benefits than simply sugar and
electrolytes found in Gatorade or other popular consumer drinks. This would be a great segment
for MusclePharm to enter the market with Amino 1 powder to give athletes a guaranteed safe
way of hydration.

28
The energy portion of competition supplementation is also applicable to MusclePharm’s product
line. This is generally used during long running or cycling competitions
to give the consumer a boost of carbohydrates, and protein. These
products are all found in gel form and are easily consumed in short
amounts of time offering the consumer a fast and effective way to use
this to improve during competition performance. The easiest way for
MusclePharm to enter into this segment of these athletic performers would be to introduce MP
Pro Gel to competitors. The Pro Gel formulation currently doesn’t contain a very high amount of
carbohydrates but offers a large amount of protein. ScienceInSport’s common protein powder is
pictured. A very similar product packaging to pro gel is pictured.
The final segment of competition is recovery. This would be the easiest way for MusclePharm to
enter into this segment with its various protein based products. Many
companies appealing to this segment market protein powders with very simple
flavors (chocolate and vanilla) as well as protein bars. Nature Sport Protein,
Combat Protein Powder, and Combat Crunch bars have the ability to easily
enter this athletic demographic.
The frequency of events not only locally but nationally offer a very easy way for MusclePharm
to attend these events, and introduce some of their most popular products. MusclePharm has a
great ability to enter into this athletic demographic due to the validity of the Informed Choice
tested products, and its already very similar product line.

29
Creatively Combined Product Offerings
Product stacks are not a foreign strategy for MusclePharm and all sports nutrition brands,
retailers, and websites. This strategy of pairing products in complimentary packaging, pricing,
and number has many benefits. Many companies in sports nutrition create these products in order
to increase their exposure of multiple products and create the perception that products are more
effective when paired with others creating the idea to the consumer that these products must be
purchased together in the future. The advantage that MusclePharm has when offering products is
that they have a very large presence of brand association with their customers. Using these
tactics could increase this association and possibly excite new customers.
MusclePharm has sold successful product stacks in the past. Those stacks were very basic and
applicable to main themes of fitness enthusiasts’ needs. There are ways in which MusclePharm
can use its unique and established brand to reimage and apply product stacks in ways that the
competition is not doing.
A unique method to apply product stacks in a way that is different than the common practice
among sports nutrition brands is to link the specific combined product offerings with one of
MusclePharm’s events. Linking a premium combined offering for a limited time is a way to peak
interest in the product stacks, as well as support an event with an event that is a part of
MusclePharm’s identity. For example, linking a product offering to a UFC fight where one of
MusclePharm’s premier athletes is fighting would be a terrific way to excite fans about the
available products, and raise excitement for the offering through an already marketed event.
MusclePharm has the option to sell these products based on the endorsement by specialized
event, or the endorsement of an athlete or person of interest. The concept is the same between the
ideas. An event will have built in marketing and notoriety, but there are also resounding benefits

30
to link an athlete or person of interest to products. Usage of one of MusclePharm’s fighters who
is already fighting in an event, and endorses the product offering can be a combination of both of
these elements. Below is a table of the most popular sports sponsorship and product offering
marketing from 20 Sports related companies, the exact companies were not listed from the
Mintel study. This reinforces the advantage that MusclePharm has to advertise product offerings.
They already host events, and already have sponsored athletes. The only missing element is how
these athletes will be utilized.
%
Event partner/category sponsor 65
Team partner/category sponsor 60
Athlete endorsement 55
Governing body/organisation sponsorship 50
Spectator event title sponsorships 45
Team sponsorships 40
Charity event sponsorship 20
Mass participation event sponsorship 20
Own event 15
Stadium naming rights -
Other 20
In most cases, product stacks are discounted by the seller in order to entice people to purchase
the offering. MusclePharm might be able to look past the discount in margin selling the

31
combined offering because the offering will be viewed as unique to an event and limited in
quantity and availability to buy. Product offerings need to have an additional benefit to them
when selling these products. This could be achieved with taking off minimal margins, when
paired with an athlete, event, or both.
One of the most successful cases of association between products and events is one of
MusclePharm’s competitors Gatorade. Gatorade has an expansive line of food and drink related
to sports performance. The company sponsors 30 high profile athletes and hundreds of events. It
is a very established brand, but there are similarities to MusclePharm in the advantages seen in
the brand association and availability of event utilization (Gatorade.com).
Product Line for 35+ age Demographic
We started this portion of our project with market research. Our group found a trend in adult
exercise and nutrition habits. We sent a survey and conducted interviews in order to discover
which products could be most successfully marketed to adults aged 35 or older. We found some
exciting information quickly; based on a study conducted from 2003-2006 by the National
Health and Nutrition Examination Survey (NHANES) we learned that 30% of females and 25%
of males aged 19-30 take a daily multivitamin. Those percentages raised even higher in the 31-50
age demographic, with 38% of females and 32% of males taking multivitamins. From ages 51-
70, that number jumped again with 48% of females and 40% of males taking a daily
multivitamin ("Office of Dietary Supplements - Multivitamin/mineral Supplements.").

32
A different survey conducted by the National Center for Complementary and Integrative Health
(NCCIH), yielded even more interesting results. They found that 18.8 million U.S. adults used
fish oil/Omega-3 fatty acids during 2012. ("7.8% of U.S. Adults (18.8 Million) Used Fish
Oil/Omega-3 Fatty Acids.") If you consider that about 10 million adults used those supplements
in 2007; it’s easy to see there is an opportunity for MusclePharm to enter a rapidly growing
market.
The entire dietary supplement industry is expanding at a fast rate. The same NHANES survey
(cited above) found that dietary supplement sales were $36.7 billion in 2014. $5.7 billion of
those sales were from multivitamins. (“Performance Food and Drink - US - January 2013”.) A
later report found that the nutritional supplements industry as a whole is expected to top $60
billion by 2021 (Lariviere).
Obviously, the nutritional sports industry is growing rapidly. One of the fastest growing
segments within it is multivitamin and fish oil capsule sales. Our group hypothesized that the
segment was growing quickly due to an aging population and multivitamins being used by a
larger consumer base than ever before. To test our hypothesis, our team conducted some more
market research. We first created a survey that we sent to older Millennials, Gen-Xers, and Baby
Boomers. It was comprised of some short response and multiple choice. Our participants varied

33
in age, with the youngest participant at 22 and the oldest at 63. The results of the survey can be
seen below.

34
As you can see, multivitamins were the top product selected. It was the most selected item by
35+ participants of the survey.
We also noted that several fish oil capsules were popular among 35+ aged adults. The focus for
adults seems to be to maintain their health. As young adults, we focus more on growing muscle.
For most adults, as they age the focus shifts from growing muscle to maintaining their form.
It makes sense that they would turn to multivitamins and fish oil capsules to maintain their level
of health.
Another interesting conclusion we found from the survey is that older adults rarely enjoy
using protein powder. They are much more likely to eat a protein bar or have a multivitamin
every morning.
Conclusion for Adult Demographic
35+ adults have higher disposable incomes and therefore have more money to spend on fitness
and health items, such as multivitamins. Between the research on market growth in multivitamin
sales and results from our survey, we conclude that MusclePharm should begin research on a

35
multivitamin to be marketed to aging adults. One downside to joining this market is that it is
moderately competitive. However, there is good incentive to join the market - Centrum Silver
manufacturers multivitamins and had sales of $189.6 million in 2015. There is large sales
potential if the older target market can be reached.
MusclePharm has a large opportunity to enter a profitable market. Most existing multivitamin
products don’t do what they claim they will. Due to the Dietary Supplement Health and
Education Act, products marketed as ‘dietary supplements’ can be sold with no proof that they
actually benefit consumers in any way. This makes entry into the market very easy, hence the
amount of competition. We believe MusclePharm could distinguish itself by using its’ superior
research abilities to create a multivitamin that adults felt they could trust.
According to a study conducted by the Harvard Medical School, Vitamin D and Calcium are
among two of the best preventative nutrients our bodies can receive (Publications, Harvard
Health). However, many companies put elevated amounts of vitamins and minerals that are
sometimes so high that they cause my harm than good. We think this is another reason we think
MusclePharm would do well by entering this market. MusclePharm strives to only sell the best-
researched and truly beneficial supplements in the market. The multivitamin market has very few
companies that could compete with MusclePharm’s level of quality. For all of the reasons listed
above, we truly believe it would benefit MusclePharm to begin research in this field.
In terms of existing products, MusclePharm could benefit from marketing its’ Combat Crunch
bars to an older market. The results from our survey showed that many adults are most likely to
eat a protein bar than anything else. Fish oil capsules should also be marketed to the older
market. As the Baby Boomer and Gen-X generations age they will buy more and more

36
supplements that promote longevity, such as fish oil capsules. Protein powder and more serious
workout supplements should continue to be marketed to athletes and younger adults.
Cognitive Supplements
We recommend that MusclePharm does not introduce a cognitive supplement immediately but
should consider introduction at a later point after further clinical research has proven hard
substantiated claims. In this section, we will review the consumer perception, the competitive
atmosphere, and a breakdown of trending ingredients for the Nootropic category.
Although many companies currently market their cognitive supplements as scientifically proven
to work, there is not enough true clinical evidence to support these claims and most claims are
just marketing hype. Current research on competing supplements/ nootropics show that majority
of products on the market have very skeptical results, unwarranted claims, and are actually just
individual marketing people who are trying to start cheap, trendy online businesses that profit
from the new trend. Consumer reviews note that these supplements have a more placebo effect
than actual increases in performance. These notions have led many bloggers/ online activists to
tarnish the image of cognitive supplements and poise them as a scam. For those reasons,
MusclePharm should be weary when entering this field. This being said, there are still many
consumers who advocate the use of these supplements and a growing number of companies
trying to supply them.
The market of young professionals and athletes want brain enhancing drugs and are open to
anything that might give them a competitive edge. There are also many other business leaders
who endorse these performance enhancers. For example, quoting entrepreneur Tim Ferriss,
“who’s fine with the risks associated with Nootropics even if it shortens your life by five years”.
“CNN noted that Silicon Valley investor Dave Asprey starts his day with a cocktail of about 15

37
nootropic pills to help combat “brain fog.” The Huffington Post had a headline questioning if
nootropics are the “Secret of the World’s Tech Billionaires?” With all this attention it would be
relatively easy for MusclePharm to integrate into the market but the claims should be validated
in order to align with the MP mission.
There are two main uses that consumers are seeking to address in their choice of cognitive
supplement; 1) Enhancing performance and 2) Reducing Cognitive Decline. The reality of
enhancing brain performance will not be some kind of miracle drug (similar to the drug in the
movie “Limitless”) but will provide small improvements to focus, mood, and processing power.
Consumers in this category tend to be younger professionals with a large student population and
athletes: MusclePharm’s target market. Some report high skepticism and lack of trust to
companies that offer this because the market was initially flooded with fake claims. Consumers
for supplements that reduce cognitive decline tend to be older in the 40+ age range and they are
concerned with diminishing cognitive performance as they age. This group has turned more
towards interactive games (brain games) to reduce cognitive decline as there is substantial
human trials that have validated their effectiveness. As shown in the 35+ age range research,
these customers do not like taking more supplements so MusclePharm should not target them.
Although the market was initially flooded with a lot of fake websites “selling” similar products,
now reviewers have created sites that help uninformed consumers distinguish which of these
sites are actually credible. Due to this presence of Nootropic reviewers, some competitors have
been able to establish a reputable perception for this audience. A breakdown of the most
successful competitors is can be found below.

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Top Rated & Reviewed Nootropic Stacks (Competitors)
 Excelerol
 AlphaBrain
 TruBrain
 Caballo
 MindLabPro
Considering the primary competitor; Onnit Labs creates a cognitive supplement, AlphaBRAIN
which is backed by only two clinical trials, of which the results are overexaggerated.
Additionally, the improvements they report are minimal but Onnit markets it as tried and true.
What makes them successful is the various athletes such as Joe Rogan, Ken Block, and various
MMA fighters and athletes that they have behind the brand and endorsing the product. These
athletes promote to the exact same market that MusclePharm is targeting. For this reason, it
makes sense to pay close attention to this product line and development of the ingredients.
Luckily, these ingredients do show promise in creating a real “brain pill” type cognitive
supplement. Further study of the ingredients making up this Nootropics category is hopeful but
often conflicting.
Based on the current research available, the ingredients found in nootropics show promise in
aiding certain problems in unhealthy individuals however they tend to result in a negative effect
on already healthy individuals. Although there are over 30 different ingredients that are being
considered under the “Nootropic” category, some of these have been proven to have no effects
while others have shown enough promise to warrant further research. For this reason, I have
separated the main ones into two groups for further analysis.

39
Needs More Research for Consideration:
 L-Theanine
 Bacopa monnieri
 Ashwagandha
 Ginko Biloba
 Rhodiola Rosea
 Inositol
 Choline
 Piracetam (oldest and most researched - created the idea of nootropics)
Do Not Consider:
 Caffeine
 Creatine
 Huperzine A
 Melatonin
 Phosphatidylserine
A breakdown of scientific properties, effects, and dosage requirements can be found in the
appendix Figure 1.3 of this report. Refer back to this appendix for further analysis of the
promising nootropics outlined above. Websites linked in this section will provide more in depth
research on the origin and clinically proven benefits of specific ingredients involved in creating
these nootropics. Refer to these sites when considering ingredients for the MusclePharm
cognitive supplement.
MusclePharm is a science driven, performance based brand and its products should align with
these statement. After more human trials are conducted and the results are substantial, only the
nootropics that are fully validated should proceed to be implemented in the MusclePharm (MP)
product line. Current research shows that the benefits that consumers gain from these
supplements are widely variable. Results depends on a multitude of factors that are specific to
the individual such as genome, environmental brain development, dopamine responses, etc. so
we cannot claim that they work for everyone. Additionally, the performance increases that
people do experience is almost never more than 5-20% in any individual category. Finally, these
studies are conducted from a variety of sources so the testing measures are not kept constant

40
across all studies and therefore the claims are hard to substantiate. Introduction of a cognitive
supplement could have negative effects on the MP brand image and reputation if it is not done
with heavy research backing the true effectiveness of the supplement. The supplement must work
and work well. However, since the main competition, Onnit Labs is finding success while
targeting MP’s customers, there should be no reason that MP cannot do the same.
In summary, MusclePharm is in a prime position to enter this field with its expansive network of
endorsed athletes and a science based brand image. Although the market is split between skeptics
and believers, the clinical results are showing steady improvements and giving more support to
this growing trend. This product has a high potential for success and MP scientists should
certainly be able to create the best formulation of ingredients for a highly effective MusclePharm
branded supplement.
Creation of Single Serving Sizes
Packages of products, or product stacks, have existed in some form for a long time in the sports
nutrition supplement industry. These groups of products are sold together with the intent of them
being used in unison with a workout program. Most elite athletes already have their own sports
nutrition and workout programs that they believe to work the best for them, but many consumers
new to the market are looking for different combinations of products that could bring them
improved results.
One major fault is the excessive price of these product stacks: offering smaller packages in trial
form could be successful. Kool-Aid was invented in 1927 and is a strong player in the powdered
drink business. Large containers of powdered products have existed since Tang’s entrance to the
market in the 70’s. However, single serving packets have regained significant market share since
Gatorade and Propel offered their own versions of the products in 2006. Single-use packets have

41
started appearing in almost every industry: detergent pods are as much as a 300% markup, raking
in huge profits for the detergent companies. While such excessive price hikes would not be
appreciated in the supplement industry, the price between different brands does vary much like
the detergent industry, leaving room for price increases. Considering that coffee makers overall
posted a 3 percent drop over the past year, but a 50 percent jump in sales of single-serve units
was seen, its might be the right time to start bringing convenience to the supplement industry.
Single serving packages for protein powders practically do not exist: brand names currently offer
none. MusclePharm has a strong brand name and would be able to offer a strong product
package to the market. A brand name product package with the scientific backing MusclePharm
would be able to provide could win over many consumers entering the market. Providing new
users with a base of supplements and guidance on how they should be used has the potential to
create lasting routines and long term consumers. MusclePharm’s position adds a new
marketability to product packages: sponsored athletes across multiple sports endorsing a
scientific pairing of supplements. Add the convenience of single use packages, less daunting
prices, and MusclePharm could have a winning product.
Sports Nutrition Supplement Packages are sold throughout online supplement retailers. The catch
of existing product packages is that they consist of regular sized products, too large to carry in a
gym bag. Prices ranging from $70-$125 for many of the leading stacks is daunting compared to
the prices of individual items. These packages could be sold through MusclePharm’s online store
or other retailers that already sell MusclePharm products. Marketed at lower than the sum of the
individual items’ retail value, the stacks are enticing to new consumers as an all-in-one program
but also to the price conscious consumer as convenience at a bargain. Customers who see results
or simply like the product’s convenience are likely to continue its use in some form. Whether the

42
customer uses the products at the recommended rates or has their own formula, they are likely to
continue purchasing packages or individual MusclePharm products if they previously saw results
or appreciated the packing benefits. Offering individually packaged products of the same serving
sizes as the single container variants would pose a question to consumers: why is convenience
overlooked regarding supplements?
Rather than including massive amounts of supplements at a discount, offer the consumer
convenience and guidance. Tests have shown that brand name and package information have
significant impact on a consumer’s impression of powdered products. Studies have also shown
that customers tend to see a product as more effective if they are taking the entire serving rather
than scooping out of a larger container. Product adequacy perception is shown to dominate a
consumer’ view of the product’s effectiveness. Whether the convenience is a continued selling
point or not, the consumer must have a positive impression of the product to begin with.
Gatorade’s use of single serving powdered drink mix sparked the market: there are now many
competitors in the “water enhancer” industry. Like Tang’s transformation from larger bulk
containers to convenient packages catered to one pitcher, or one bottle of water, sports nutrition
supplements can do the same.
The packages would be aimed at 10 uses of all the supplements, meaning over a week of
workout supplements could be bought for the price. If the package yielded good results another
can be purchased; if the convenience of the packaging was a hit with the consumer, they can
purchase larger boxes of 30 single serving packets which would be produced for any of the
products contained in the stack. The sales of the product packages would be aimed at new or
existing users with a goal in mind: building muscle or burning fat. Both men and women share

43
these goals when starting a workout routine. Both MusclePharm and FitMiss can market their
own product packages with different arrangements and specific scientific backing.
Example assortments for the MusclePharm Builder and Burner packages are shown below.
Compromised of MusclePharm products, the packages highlighting the different benefits of
different supplement arrangements.
MusclePharm Builder Packages:
100% Whey Protein – 10 servings
Re-Con or Combat Protein – 10 Servings
BCCA – 10 servings
Amino 1 Hydration/Recovery – 10 servings
Creatine or Pre-Workout – 20 Servings
MusclePharm Cutter Packages:
Combat 100% Whey – 10 servings
Combat Protein – 10 servings
BCCA – 10 serving
Amino1 Hydration/Recovery – 10 serving
Carnitine Core – 10 Serving

44
The FitMiss line could offer similar supplement arrangements catered to female athletes with
similar goals: building muscle or burning fat.
FitMiss Builder Packages:
Delight Protein – 10 Servings
FitMiss BCCA – 10 Servings
FitMiss Ignite – 10 Servings
FitMiss Tone – 10 Servings
FitMiss Burner Packages:
Delight Protein – 10 Servings
FitMiss BCCA – 10 Servings
FitMiss Burn – 10 Servings
FitMiss Cleanse – 10 Servings
The four product packages outlined are like many popular product stacks on the market,
featuring the most popular supplements produced by MusclePharm. Both new and experienced
nutritional supplement consumers will be pointed to similar combinations of products. The idea
of offering the single-serving packages could put an interesting new spin on stack, but wouldn’t
necessarily have to be offered.
Consumers in saturated markets are won over by convenience and branding, both of which
MusclePharm is poised to deliver. New supplement packaging and a more reasonable price point

45
could entice consumers to try new products where they never would have before. Convenient
single-serving packaging is growing every year in sales: consumers are willing to pay a premium
if they perceive benefits. Simple guidance for new users and the excellent MuscePharm products
packaged for convenience could create a whole new segment of supplement consumers: those
who never had the patience for supplement routines and schedules.

46
Closing Statement
Through collaboration between our Project Management Team, and MusclePharm’s contributing
employees we believe these suggestions to be the most valuable to pursue and move forward
with. We believe that with MusclePharm’s presence in the market and their outstanding
reputation, all of these ideas could be strategically pursued for the benefit in growing consumer
base, and maintaining existing consumer relationships. All of the ideas generated through this
paper were done so using primary and secondary academic research collected with professional
integrity.
As a Project Management Team, we would like to formally thank all members of MusclePharm
Corporation for allowing us to work with and provide recommendations specific to the company.
It has been an exciting and enjoyable experience for all of us to work with members of this
industry. Thank you for the professional curtesy and experience as we move toward our
professional objectives.

47
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"2014-2015 Live United Sponsorship Proposal." (n.d.): 4. Mile HIgh United Way. Mile HIgh
United Way, 2014. Web. 15 Nov. 2016.
<http://www.unitedwaydenver.org/sites/default/files/2014-
2015SponsorshipProposal.pdf>

52
Figure 1.3
Nootropics Analysis Chart
INGREDIENT DOSE (safe
dosage)
BENEFIT
L-theanine 100 mg per day Reduced stress levels/ increased relaxation (w/out
sedation), mitigate the negative aspects of caffeine
Choline 200-300 mg per
day
Improved memory formation, may improve aspects of
working memory and executive function for low
performing young healthy individuals, For already
high performing young people, CDP-choline may
actually impair performance.
Piracetam 1600 mg per day Improved memory
Bacopa monniera 300 mg per day Enhanced attention, reduced anxiety, improved
memory formation
Ashwagandha 300mg per day Anti-inflammatory properties, reduced anxiety
Rhodiola rosea 350 mg per day Mood enhancer, decrease fatigue, increase cognition/
subjective well-being
Asian ginseng 100 mg per day Enhanced focus and mood
Ginko Biloba 120-600mg per
day
ease leg pain caused by clogged arteries,
improves blood flow to the brain and acts as
an antioxidant
Inositol 2000mg per day Promoting sleep, anxiety relief, hair care and growth
Piracetam 1200-4800 per
day
Memory and cognitive enhancement in dementia or
cognitive impairment. Seizure control and treatment of
anxiety. Healthy people supplementing piracetam do
experience little to no cognitive benefit. Though
piracetam supplementation in healthy people is
understudied, preliminary evidence suggests that
piracetam is most effective for older people
Caffeine 50 mg per day Improved focus, mood, alertness and attention
Phosphatidylserine 200-600 mg per
day
Improved cognitive function
Creatine 5 grams per day Improved short-term memory and reasoning skills,
decrease to fatigue.
Huperzine A 100 mcg per day Improved learning abilities

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