You think every corner of the market is already revealed in the add-ons industry. But the truth is that half the population — the female half — are historically underrepresented on the shelf when they were represented at all. NLA was created for it five years ago to give women a new choice, covering the task of strengthening and controlling their physical characteristics.
The company's vision was attractive enough to attract the attention of the best female fitness icons, including IFBB figures for professionals Jesse Hilgenberg and fitness model Lais DeLeon, which have dedicated online numbers of hundreds of thousands between them. With these recognizable faces and individuals in their corner, the company quickly flew to success.
Bodybuilding.com talked with co-founder Justin Matosian about the company's path to success and where they hope it will take them.
How did your company start?
NLA for it began in January 2013 with a mission that still remains at the heart of our company today: to provide high-quality sports supplements for women of all levels of fitness at an affordable price. At that time, we noticed that there are no special female sports supplements. Women are often either forced to use weaker herbal supplements, or to use male supplements, which are often overdosed and difficult to digest.
We collaborated with Jesse Hilgenberg, and together we spent the time to really listen to every complaint that women had about the applications available to them. We created NLA for her after listening to what women really wanted in their applications.
Can you tell us about your past in the fitness industry?
My best friend and business partner, Kevin Gundersen, immediately started NLA after graduating from the University of Southern California. I was the athletics board, and I was always obsessed with fitness and nutrition. I have not missed more than one day of development since I was 13 years of high school football preparation.
But besides the fact that we are long-time consumers of sports nutrition, Kevin and I are students of the industry. We are constantly learning which ingredients are most beneficial for performance and results. I love everything I need for fitness, and I am honored that I wake up every day, work with some of the best women's fitness icons and create quality supplements for women! Kevin and I share the same vision and work ethic, and this helped increase NLA for her in the largest women's sports company in the world.
Our first athlete and NLA face for her, Jesse Hilgenberg, was a real find for our company. Jesse's mind about fitness and nutrition is unmatched! She helped us develop all our applications, and without it we would not have become the brand that we are today.
What are your best products?
NLA for her has a full line of sports supplements for women, ranging from fat burners to gluten-free proteins. Our best-selling supplement is Our Shred Her Fat Burner, a top burner designed for women on Bodybuilding.com.
Her Aminos BCAAs is an amazing addition and one of our best sellers. Her Aminos was also nominated for the Women's Supplement of the Year at the Bodybuilding.com Supplement Awards two years in a row.
Lifting, our preliminary training, is also the best seller, because it comes in three delicious flavors, it contains no creatine and no sugar, and contains enough stimulants to give you excellent steady energy without this terrible accident or nervous feeling.
Our other most popular supplement on Bodybuilding.com is our gluten-free, lactose-free, sugar-free protein isolate, Her Whey, which was also nominated for the women's supplement of the year from Bodybuilding.com.
Do you have new products that you would like to talk about?
Our new Pro Series will feature an improved, more powerful MAX version of our Uplift pre-workout and a Shred Her fat burner. We also proudly present the new NLA Naturals line. The first introduction of the product will be our vegetable, non-GMO, naturally sweetened vegan protein in the delicious aroma of vanilla chat. The NLA Naturals line will serve both women and men.
What do you think are the best and worst parts in the add-ons industry?
Hands down, the best part about being in the add-ons industry is the satisfaction you feel when you hear your customers experience great results from your applications. Of our products that help beginners lose weight on our supplements, filling experienced athletes from NPC and IFBB during their training and competitions, it is really useful to know that you are producing a product that helps people change their lives for the better.
Another great thing about the fitness industry is waking up every day, knowing that your whole life revolves around health and fitness. For me, life without health and fitness is not worth living. I am also blessed to have the opportunity to work with such wonderful athletes as Jesse Hilgenberg, Lyse DeLeon, Amy Updike and all of our other NLA team athletes.
As for the worst part, then, without a doubt, she is disassembling smelly drinks dispensers, baked in protein after a fitness exposure!
Why should new customers give your products?
NLA for her supplements speak for themselves. All of our supplements do not contain sugar, gluten-free, creatine-free, and were created to meet the true needs of the woman. We were the first exclusive women's sports company and we constantly produce high-quality supplements since January 2013.
Our manufacturing process is in strict quality control rules to ensure that every NLA supplement is built to the highest quality standards. Over the past two years, NLA has received many nominations for it at the Bodybuilding.com Supplement Awards, showing that customers agree with NLA because it is the best option for women.
If a customer could only buy one product that you would recommend?
If I had to recommend someone to start, this would be our Uplift preliminary training. Uplift is great for giving you energy and focusing to make the most of your workouts. If you are tired and make excuses to not exercise, try it and you will leave the gym shocked by how amazing your workout is!