Why This CEO Rebuilt His Best-Selling Product Before Taking It to Target

Résumé détaillé

Jeff Byers already had one of the best creatines on the market. He raised the bar anyway, then took it to Target

For years, anyone who asked me about creatine got the same answer. Buy Creapure or Creavitalis and skip everything else. I take creatine every day. I’ve written about why you might want to as well, and I’ve worked in this industry long enough to know how often a label and a scoop disagree.

So when Jeff Byers told me Momentous had moved on from Creapure, I wanted to know why.

“Creapure is amazing,” the co-founder and CEO said, and he was quick to give it credit for the role it played in building Momentous. The change came from what the company calls The Momentous Standard: keep raising your own bar, even when you’re already at the top of the category. “We believed better can be done,” Byers said. That belief is what led to Signature Spec.

I helped launch Momentous more than five years ago, and I wrote about Byers last year when he had just pulled a product bringing in $500,000 a month because the science no longer held up. He has a habit of making expensive decisions. This one may be his biggest, because he made it in the same year he took the brand into Target.

That combination is why I think every founder building a trust-based brand should pay attention. Mass retail has a way of wearing premium brands down. Margins tighten, formulas get cheaper and the marketing gets louder than the product. Momentous is trying to scale without any of that happening. I’ve watched it from the inside, and the company’s approach deserves a close look.

Creatine is one of the most studied supplements on the shelf, backed by more than 685 human clinical trials across ages, doses and durations of up to 14 years. Once a category’s science is settled, most brands compete on format, flavor and price. That’s how we ended up with creatine gummies, and with independent testing that found three of five popular gummies failed, one with less than 25% of the creatine on its label.

Byers went the other direction. “Innovation is quality. Innovation is sourcing,” he told me.

His team found a new…

As someone…

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