The Game has Changed

The game has changed

The game has changed. That doesn’t mean everything that came before was wrong. It means the environment isn’t the same as it was.

In 2025, customers started moving differently. They didn’t just want results. They wanted to understand what they were buying, why it worked, and whether it deserved their trust.

That shift wasn’t loud, but it was consistent.

Holding ground while standards rise

Throughout the year, we saw more requests for ingredient breakdowns, sourcing information, manufacturing detail, and independent verification. Customers weren’t rejecting hardcore products. They were asking for accountability alongside them.

Responding to repeated requests, we worked with Hydrapharm to third-party test selected products, including Bromantane and 9-MBC.

Once certificates were made available, the response was clear. Confidence increased. Sales increased. The products didn’t lose relevance. They gained legitimacy.

What else moved in 2025

Pre-workout remained the largest category, but protein bars became the fastest growing. Test boosters grew by 43% year-on-year. BCAAs continued to decline as customers favoured more complete nutritional solutions.

Growth also expanded internationally. Germany, Ireland and Spain were among the fastest growing markets, supported by the introduction of prepaid duties and taxes on international orders and significantly improved delivery times across Europe.

What stays, what changes in 2026

In 2026, the core identity doesn’t change. Performance still matters. Hardcore products still have a place.

What changes is the standard they’re held to.

More products will carry third-party testing certificates where verification adds real value. These will be visible and part of the decision-making process.

Private-label products will carry the highest burden of proof. New product development will focus on refinement, higher-spec iterations, and long-term usability rather than range expansion.

The game has changed. Holding your ground now means playing smarter, not pretending the conditions stayed the same.