Momentous didn’t set out to be another supplement brand. “We built this business very different than most in our category,” says Jeff Byers, co-founder and CEO of Momentous. “We did not build this business to be a supplement company at the start. We built it to be a performance company.”
That distinction defines Momentous and continues to guide its trajectory as it expands beyond the locker room and into the hands of everyday consumers who want more from their health routines—and from the brands they buy.
Origins in elite performance
Momentous began about eight years ago as a project to develop “a best-in-class sports nutrition brand in the pro and college sports locker room,” Byers says. The founder worked with dietitians across top-tier athletics to source and formulate a portfolio of ultra-clean, high-performance products. The brand grew quietly, until Byers acquired it in 2021. He kept the Momentous name while seeking to expand its offerings from just five products to more than 50.
But even then, the focus remained on elite performance.
“For the first three, four years, the majority of our business came from our sales into pro and college sports,” says Byers.
That exposure—and the trust it built—opened doors to heavyweight health influencers like Andrew Huberman, Stacy Sims, Andy Galpin and Tim Ferriss. These high-profile voices were looking for something trustworthy in a “low trust” industry, Byers says. And they found it. As one example, Momentous just launched The Women’s Three daily protocol alongside Sims, who has cemented herself as a go-to source for women seeking to improve physical performance.
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Initially formulated for elite athletes, Momentous also serves busy professionals, biohackers and wellness enthusiasts of all ages.
Momentous: Not just for athletes
The brand continues to cultivate partnerships in elite athletics, recently announcing a multi-year partnership with USA Rugby as the Official Supplement Partner of both the men’s and women’s USA National Teams. But Momentous isn’t just for the best of the best. These days, the company is moving into the broader consumer market, capitalizing on aspirational messaging.
“We’ve built our brand on this premise of ‘performance for life,’ and that’s those who are seeking to do what they love for longer,” says Byers. That doesn’t have to exclusively mean athletic performance, either. It might mean better fitness, more energy, longer healthspan, or just keeping up with the demands of life.
“We believe that consumers are looking for high-quality, high-trust brands with a lot of transparency, and that’s what we [bring] to the market,” Byers says.
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Indeed. Momentous’s growth in recent years has come from “consumers who have a shared mindset of, ‘I want to do more; I want to perform better; I want the highest quality ingredients and products to help me achieve my ultimate goals,’” Byers says.
As such, even as elite teams and athletes remain a core audience—“every NFL team buys our products,” Byers notes—Momentous’s new frontier lies in personal empowerment through clean, effective, transparent supplementation.
Leading with education, simplicity
One of Momentous’s strongest selling points is clarity—both in communication and in product formulation. The company anchors its message in what it calls the Momentous Three: protein, creatine, and omega-3s.
“These are the three most clinically backed, well-researched, no- cross-reactivity, hard-to-get-from-your-diet-but-useful supplements,” Byers says. Starting with those foundational three helps people “master the basics” and then move into “bone-crushing consistency [that] drives results,” he says.
This 80/20 philosophy—focusing on the 20% of supplements that deliver 80% of the value—helps cut through the noise, too. “I think the biggest problem in our category is it becomes so complicated,” Byers says. “Consumers really care, but they don’t know what questions to ask.”
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That’s where Momentous capitalizes on its science advisers, podcast partnerships and education platforms to guide people to better choices. “It’s the curation of the portfolio and helping get people in the right products at the right time—and equally as important, get people out of the wrong products,” Byers says.
Sourcing with integrity
High-quality sourcing underpins everything Momentous does. “Rough math: About 70% of raw ingredients in our category comes from China,” Byers says. “We’ve worked very hard to control our supply chain and know where everything comes from.”
For example, Momentous’s creatine comes from Creapure in Germany, “the only non-Chinese manufacturer of creatine in the world,” Byers says.
The company sources whey protein from U.K. dairy farms because of the stringent dairy regulations there. “We also use whey protein isolate, the most filtered version of whey protein,” Byers says. “That means it has the least amount of fat and carbohydrates, but also has the easiest digestibility.”
Omega-3s come from wild-caught, cold-water mackerel, sardines and anchovies harvested off the coasts of South America and Norway. “And then the fish oil is actually made in in Norway,” Byers says. “Their distilleries are world renowned for quality.”
Plus, every batch of the Momentous line is third-party verified, meaning that “what is on the label is actually in the bottle,” Byers says. Also, most Momentous products are NSF Certified for Sport, – “the only certification the NFL, MLB recognize,” Byers says.
Momentous CEO Jake Byers, who was an offensive lineman in the NFL for four years, understands what it takes to fuel at an elite level, and how supplements can help. Photo credit: Momentous
Premium price, justified value
The care, certification and quality Momentous emphasizes don’t comes cheap, and Momentous isn’t pretending to be a budget brand.
“I think one of the biggest challenges with the supplement category is it’s been perceived as a commodity business,” says Byers. “But I do believe consumers who are focused on health and longevity spend up. You see that in the food category. You see that in most CPG. And you’re seeing it in supplements now.”
Perhaps surprisingly, younger consumers, who are more likely facing economic challenges than older shoppers, are major Momentous buyers. Gen Z “is very willing to spend on quality,” Byers says. “You see it in the food they purchase. That group buys a lot more organic food than the older generations.”
Still, the company’s core demographic comprises mostly middle-aged people, especially those in the 35-to-55 range.
Calculated retail expansion
So far, Momentous has relied primarily on direct-to-consumer channels. “Our business between our dot-com and Amazon is now 90-plus percent of our business,” Byers says. But brick-and-mortar availability is happening. Momentous just went live in Scheels, the North Dakota–based sporting goods behemoth, and will launch in Utah’s upscale supermarket chain Harmons in July.
Other retail partners remain under wraps for now. “We’re being courted really heavily,” Byers says. “We’ve been able to say no, and we’ll continue to say no until it’s right. But we’re having real conversations, and we’re excited to pick one or two to really win at in the next 18 months.”
However, ultimately, Momentous is about creating access—not exclusion.
“We built for the best,” Byers says, “and therefore, the consumer gets the best.”
That includes not just elite athletes and biohackers, but the everyday people who want to show up strong for their lives. And in today’s chaotic supplement market, that just might be the most radical promise of all.
Newtopia Now is the destination for new product innovation and a can’t-miss discovery opportunity for retailers and industry leaders. Find out more about Newtopia Now, which is Aug. 20-22 in Denver, Colorado, and register here.
