DTC POD - Jeff Byers, Momenetus - How This Performance Supplement Brand Scaled from $2M to $36M in 18 Months

Weekly Newsletter

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Subject: How Momentous Grew from $2M to $36M in 18 Months—with CEO Jeff Byers on DTC POD Hey DTC POD Listeners, We’re excited to bring you one of our most inspiring conversations yet. In our latest episode, Blaine and Ramon sit down with Jeff Byers, the CEO and co-founder of Momentous, a high-performance supplement brand that has gone from $2M to $36M in just 18 months. This is a masterclass in scaling, staying true to your mission, and what it takes to build a world-class product—and brand—in a crowded and often misunderstood category. Whether you’re a founder, marketer, or just someone who’s curious about the intersection of sports, wellness, and business, there is something for you in this discussion. Below, we’re sharing some key reasons not to miss this episode, one of our favorite anecdotes, and a quick way to tune in. **What’s Inside: 5 Big Takeaways from Jeff Byers and the Momentous Story** **1. How Nontraditional Beginnings Lead to Category-Defining Products** Jeff’s journey is anything but linear. His transition from finance, to biotech, to sports supplements, was shaped by curiosity and an unwillingness to settle for the status quo. By leveraging his time at a pharmaceutical startup and drawing on his experience as a pro athlete, Jeff saw possibilities that others overlooked—turning what seemed like a quirky side project into a product used by NFL teams, Navy SEALs, and Tour de France winners before Momentous was even officially a brand. **2. Innovation Comes from Solving ‘Unsexy’ Problems** Momentous didn’t start by chasing the most obvious market. Instead, the earliest Momentous offering—PR Lotion—was a targeted, almost “unmarketable” product that solved a very specific need: allowing athletes to push harder and recover faster using transdermal sodium bicarbonate. The practical challenges (think “it looked like honey mustard” and no one wanted to drink baking soda for performance because of the… explosive side effects) became a springboard for trust among elite users, and eventually, a much broader customer base. **3. Building Trust BEFORE Building Brand** If there’s one crucial theme, it’s that trust can’t be faked. Jeff and his team invested deeply in research, clinical trials, transparency in sourcing, and relentless education. Instead of launching with Instagram-worthy branding and chasing DTC trends, Momentous proved itself in the most demanding environments—pro locker rooms, military contracts, massive scrutiny—and only then built its brand outwards. As Jeff put it, “Trust wins out in a commoditized world.” **4. Scaling During Chaos: Inventory, Team, and Growing the Pie** The 18-month sprint from $2M to $36M wasn’t a straight shot. Jeff candidly discusses the supply chain headaches, out-of-stock panic, and the culture shocks from merging two teams with different expertise and incentives. Growth forced Momentous to break, rebuild, and ultimately learn how to scale not just a product, but an entire organization—making the tough hires and process decisions necessary for the next phase. **5. Mission > Margin (But You Still Need Sustainable Economics)** Throughout, Momentous has focused on a big, sometimes elusive goal: democratizing high performance. They’ve made deliberate choices to invest in advocacy, research, and category education—sometimes at the expense of short-term margins—because Jeff is convinced that’s the only way to “fix a broken category.” Yet, as the business scaled, Momentous also had to ensure the economics worked, knowing that sustainable ambition needs real cash flow, smart inventory bets, and, yes, a bit of luck. **Fun Fact from the Episode** PR Lotion—the first breakthrough Momentous product—is still described by Jeff as “kind of nasty... looks like honey mustard,” and solving its delivery (especially compared to explosive baking soda) is one reason elite athletes started knocking on their digital doors. The product earned its stripes not through marketing but because it worked and made enough waves in the performance world to get orders from NFL stadiums sight unseen. **In Closing** If you’ve ever wondered why some supplement brands can win total trust from elite athletes, military professionals, and everyday optimizers—while others just chase the latest TikTok trend—this episode will reset your perspective on what’s possible when you actually put mission and quality first. Jeff’s story is an unvarnished look at what it takes to build something meaningful, differentiated, and lasting in a marketplace that can feel overwhelmingly crowded and skeptical. For anyone navigating high-growth, high-stakes environments—this is essential listening. **Ready to Get Inspired?** Check out the full episode now to dive into this vivid, behind-the-scenes look at Momentous’ rocket ship ride. Hear exactly how Jeff navigated brutal pivots, made tough calls on scale vs. margin, and attracted secret weapon partners like Andrew Huberman through doing the hard things first. Tune in on your favorite platform, and if you found value in this episode, don’t forget to hit subscribe and leave us a review. Thanks for listening to DTC POD—where the best founders and operators pull back the curtain on real growth. Until next time, The DTC POD Team P.S. If you have questions or thoughts about this episode, reply to this email. We love hearing from listeners who are building brands the right way.

1️⃣ One Sentence Summary

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Jeff Byers discusses Momentous growth, branding, and high-performance product mission.

🎞️ Clipfinder: Quotes, Hooks, & Timestamps

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Jeff Byers 00:04:54 00:04:56

Venturing into Biotech Entrepreneurship: "I was employee five, and I really learned about physiology, science, clinical research, kind of by fire hose. I was definitely the least smartest human being on that team and least accomplished from a business perspective. But what I brought, and they were really intrigued by, they had this idea to use the technology outside of medicine and use it in performance sport, and given my background as a pro athlete, and then they also wanted to raise some capital."

Jeff Byers 00:05:18 00:06:02

Biotech Innovation in Sports Performance: "And PR lotion became a baby or an idea within the biotech of what if we could deliver sodium bicarbonate? And most people have, like, what is sodium bicarbonate? It's baking soda through the skin. But five decades worth of research say that sodium bicarbonate, bicarbonate specifically helps reduce acidity in your body. And so when you're training really hard or really long. You produce what is commonly referred to as lactic acid, and that is a limiting factor in your ability to go harder or longer. And so if we were able to deliver this substance to the skin, you could really make a pretty big impact when you think about performance in sport."

Jeff Byers 00:22:31 00:22:54

Business Merger Challenges: "And at the scale we were at, it was very hard, right? A culturally incredibly hard. Two very small teams, very different ethos, very different founders. Like, I am a very different founder than who started the original momentous brand and just leadership styles, philosophies, et cetera."

Jeff Byers 00:25:04 00:25:27

Navigating Company Vision and Growth: "And so how we navigated it was we found somebody who was super aligned with our vision and said, hey, let's create an event for all these people they'd been in, some of them had been in for five, six years. And we transacted out the people that were interested or were in align with the mission. And it was a tremendous outcome for company and people and new investor."

Jeff Byers 00:31:07 00:31:22

E-commerce Struggles and Triumphs: "Our website was garbage, right? Like, hard to transact, really buggy, all that. And it all kind of comes down to my zone of genius is not d to c merchandising, d to c, any of that."

Jeff Byers 00:32:07 00:32:27

Business Growth and Marketing Candidness: "But still, up until seven months ago, our marketing team was like, four people, right? And people are like, oh, what are your retention flows like? And I was like, we got like three emails. We weren't even doing the basics, which is sad."

Jeff Byers 00:46:18 00:46:31

Nutrition Label Accuracy: "It's testing for label claim accuracy. So, basically, if you say you have 20 grams of protein, 5 grams of carbs, whatever it is, you have to be within, like 10% variation, right."

Jeff Byers 00:51:16 00:51:37

Influential Figures in Fitness and Optimization: "And so it wasn't on, like, how do we get a Galpin or a sims? Like, Stacey is, like, the leading female performance optimization human in the world. And Andy Galpin did some stuff with Huberman and has some more big things. But he's probably the smartest exercise physiologist in the world, or most popular, most easily digestible maybe is a better word."

Jeff Byers 00:53:21 00:53:29

Women in Athletics and Health Disparities: "And then we did the same thing on female high performance and the gaps in female performance and what we see in college and pro athletics and the equality gaps."

Jeff Byers 01:02:59 01:03:10

Customer-Centric Business Philosophy: "But I really believe it's all about in service of the customer. If we can continue to find better ways to serve the customer and serve their needs and give them real value, it's going to be really incredible."

🔑 7 Key Themes

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1. Nootropic efficacy and clean ingredients 2. Brand evolution and DTC challenges 3. Revenue growth through innovation contracts 4. Momentous acquisition and product diversification 5. High performance democratization and optimization 6. Advocacy and industry standards in supplements 7. Inventory management and rapid product expansion

💬 Keywords

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Ramon Berrios, brain enhancement products, Braindrive, nootropic blend, caffeine and cognition, pro and college sports, direct-to-consumer brand, marketing strategies, government innovation contracts, product development, clinical research, health industry transparency, revenue projections, sports performance, PR lotion, human performance optimization, trust and commoditization, dietary supplements, Momentous acquisition, leadership and culture, Huberman partnership, wellness and longevity, life optimizer, vitamin D standards, industry certification, consumer education, performance wellness advocacy, inventory management, third-party certifications, banned substances.

Interview Breakdown

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In this interview, we dive into the brain-boosting world of nootropics with Jeff Byers, former athlete turned entrepreneur, who unpacks the journey of his product Braindrive and the explosive growth of his company Momentus. It's an insightful discussion about the challenges and strategies of building a successful direct-to-consumer brand in the high-performance wellness industry.

This interview cover:

- The rigorous process behind the development of Braindrive and its position in the competitive nootropic market

- The fundamental shifts in branding and marketing that propelled Momentus towards a $40 million revenue milestone

- How government contracts and relationships in professional sports are shaping the company's revenue streams

- The strategic decision-making and product innovation that guide Momentus to create a significant impact in the wellness space

- Jeff Byer's personal and professional journey, from the world of finance and biotech to spearheading a mission-driven health optimization company

DTC Pod Linkedin

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@Jeff Byers, CEO of @Momenetus, is our special guest on DTC POD this week. From a $2M to a whopping $36M in only 18 months, Jeff reveals how this performance supplement brand achieved such incredible growth. Tune in as Jeff gives us a play-by-play on how they tackled branding hurdles, scaled their marketing toolkit, and forged key partnerships, all while maintaining a steadfast commitment to transparency and quality in the nootropic space. Discover why their product, Braindrive, is making waves in pro and college sports circles and learn about their strategic moves, from government innovation contracts to clinical research. Exciting, insightful, and candid – this episode is packed with valuable lessons on scaling a DTC brand. Don't miss it! Full episode here: [Spotify Link] #dtcpod #supplements #brandscaling #marketing #sportsnutrition #businessgrowth #directtoconsumer

📚 Timestamped overview

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00:00 Transition from biotech to entrepreneurship, sports involvement.

09:42 Strong product with impressive clinical trial results.

13:42 Acquired brand, challenges, niche market, sustainable model.

22:22 Merger of two different nutrition brands challenging.

25:04 Aligned vision led to merger, new company.

32:07 Marketing team transformed, aiming to change health.

36:52 PR lotion minimizes need to urinate in air force.

44:23 Grow the pie responsibly, despite challenges.

46:18 Testing label accuracy for nutritional supplements matters.

51:11 He's a tastemaker, optimizing performance for all.

57:59 Prioritizing trust over commoditization leads to success.

01:02:59 Innovate to serve the customer, democratize high performance.

01:08:33 Simplify product usage for better impact and retention.

01:15:03 Nootropic blend designed for focus and clarity.

💼 LinkedIN - 6 Reasons Post

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Scaling a performance supplement brand from $2M to $36M is no minor feat. Here are the top 6 reasons why Momenetus’s approach was a resounding hit:

1. Innovation Overlaps with Demand

Jeff Byers and Momenetus tapped into the nootropic market with Braindrive, understanding that users were seeking more than just caffeine-induced alertness. By focusing on clean ingredients and clinically-backed formulations, they positioned their product perfectly where consumer demand was headed.

2. Expanding Through Strategic Partnerships

Momenetus's decision to work closely with pro and college sports teams provided a credible and influential platform. This partnership with key stakeholders in sports amplified their market presence and played a pivotal role in scaling their business spectacularly.

3. Understanding the Marketplace

By closely looking at industry standards and consumer skepticism, Momenetus crafted products that stood out. Their commitment to transparency and trust-building shattered the common mistrust enveloping the supplement market, which positioned them as a reliable brand in a crowded space.

4. Navigating Growth Challenges

Although Momenetus faced considerable obstacles, including branding and marketing pitfalls as a DTC company, they managed to overcome these hurdles. Their persistent focus on product quality and customer experience laid a rock-solid foundation for unprecedented growth.

5. Serving the "Life Optimizer"

Identifying and catering to the "life optimizer," the core Momenetus customer, showed a sophisticated understanding of their target audience. Knowing precisely who they were serving allowed for a more targeted, effective approach in product development and marketing strategy.

6. Commitment to Research and Advocacy

Momenetus's investment in clinical research and government advocacy work, unique among DTC brands, gave them a cutting-edge advantage. Engaging with policymakers and academicians not only reinforced their standing as a science-driven brand but also expanded their reach well beyond typical consumer channels.

TAKEAWAY:

Innovation should meet market needs; partnerships amplify impact.

Understand your market to create standout products.

Face growth challenges head-on with a customer-centric approach.

Identify your core customer for targeted growth.

Invest in research and advocacy for long-term credibility.

Momenetus's growth from $2M to $36M is a masterclass in market-adapted innovation, strategic partnerships, consumer understanding, and a commitment to research-backed advocacy.

❇️ Key topics and bullets

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Podcast Episode Outline: Jeff Byers - Momentous 1. Introduction to Braindrive and its Cognitive Benefits - Host Ramon Berrios's personal experience with Braindrive - Jeff Byers describes the acquisition of Braindrive and its design process - Braindrive's popularity among pro and college sports staff - Misinformation in the nootropic space and how Braindrive differs 2. Momentous Company Evolution - Jeff Byers details the history of the company's branding and marketing - The transition and difficulties encountered in establishing a direct-to-consumer brand - Emphasis on government contracts and industry relationships - Momentous's approach to changing health industry standards 3. Financial Milestones and Revenue Streams - Revenue growth and projections for Momentous - Importance of government contracts and sports teams to the business model - The corporation's strategy to increase revenue and expand its team 4. PR Lotion Development - Background in finance and biotech leading to PR lotion inception - Technological innovation in delivering sodium bicarbonate transdermally - Positive results and interest from elite clientele, including special forces and pro athletes 5. Product Strategy and Trust Building - The unique selling proposition of Momentous with patented technologies - Building customer trust over commoditization - Continuous innovation in products and customer experience for growth 6. Company Goals and Market Positioning - Aim to scale revenue significantly by focusing on service and innovation - Working with the US Congress and upcoming product developments - Maintaining a selective approach amidst market growth opportunities 7. Product Effectiveness and Industry Standards - Challenges in merging two flat businesses - Advocacy for single ingredient supplements - Skepticism around multi-ingredient products and proprietary blends 8. Marketing and Sales Challenges - Commercialization difficulties of topical muscle recovery products - Ensuring that products meet high standards set by the brand - Strategic response to lack of trust and transparency in the supplement industry 9. Momentous Brand Direction and Acquisition - Acquisition process involving Momentous and the emergence of the Huberman brand - Financial restructuring and alignment of mission and vision - Embracing a shared vision for high-performance product delivery 10. Expanding Audience and Advocacy - Shift from athlete-centric to life optimizer focus - Importance of ingredient certification and industry standards - Briefing Congress on female performance in athletics and wellness initiatives 11. Commitment to Mission and Communication - Ensuring product quality while managing company growth - Reinforcing the message of premium pricing paralleled by superior product standards - Efforts to enhance consumer education on product value and pricing 12. Inventory Management Challenges - Company growth and inventory challenges in the early stages - Managing risks with rapid expansion from two to 36 products - Maintaining high product standards amid supply chain hurdles Closing Remarks - Host's appreciation of Jeff Byers's insights - Anticipation about Momentous's future endeavors

🎬 Reel script

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Welcome to DTC POD. This is your host, Ramon Berrios, with our special guest Jeff Byers. In today's intensity-packed episode, we peeled back the layers of Momentus's remarkable journey. Jeff Byers, a powerhouse merging biotech smarts with sports performance, revealed the brainpower behind their caffeine-free nootropic, Braindrive, a favorite among pro coaches for mental clarity and focus, without the headaches. We also uncovered the strategic pivot that steered Momentous from DTC struggles to a staggering $40 million in revenue. We heard firsthand the tough navigation through branding challenges and the thrust into government contracts that's setting new standards in health transparency. Jeff shared the thrill of scaling from finance to a cutting-edge lotion, PR Lotion, pushing athletic boundaries, and shifting to democratize high performance for all. Join us as we follow Momentus's ascent, building trust with service, quality, and a relentless pursuit of innovation. Stay tuned and keep optimizing with DTC POD.

✏️ Custom Newsletter

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Subject: 🧠 Uncover the Truth Behind Nootropics & High-Performance with Jeff Byers on DTC POD 🚀 Hey there Mind Maximizers! Get ready to fine-tune your brainpower and hone your performance savvy because the latest episode of DTC POD has dropped, and it’s a bona fide game-changer! Our very own Blaine Bolus and Ramon Berrios sat down with Jeff Byers, the mastermind behind Momentus, and the revelations were nothing short of fascinating. 🎧 Tune in as Jeff Byers takes us on a journey through the intricacies of the nootropic industry, the highs of sports performance technology, and the admirable mission of his company Momentus. Here's what you're in for: 🌟 5 Keys You Can’t Miss: 1. Inside Scoop: Ramon shares his personal experience with Braindrive and why it stands out in a crowd of brain enhancers. 2. A Peak Behind the Formula: Jeff Byers spills on how Momentus ensures the potency and purity of Braindrive, especially its no-caffeine stance! 3. The Marketing Maze: Learn how Momentus navigated from troubled waters to a revenue stream that's going from strong to stronger! 4. Government Grants and Gridirons: Yes, there’s a connection! Discover the surprising sources of revenue and support for Momentus. 5. The PR Lotion Phenomenon: Ever wondered what's in the secret sauce that helps athletes push beyond their boundaries? Jeff Byers gives you the lowdown. 🎈 Fun Fact: Did you know the coaches, not the athletes, are the MVPs for Braindrive sales in pro and college sports circles? Talk about an unexpected twist! 👋 Outtro: Massive thanks to Jeff Byers for sharing the compelling story of Momentous and getting us psyched to witness their onward surge. The DTC POD team is all cheers and we can’t wait to see where they zoom to next. 📣 Call to Action: Ready to get your learn on? Click that play button, dive into the full episode, and join us in unraveling the puzzle that is peak mental and physical performance. Plus, don't forget to hit subscribe for your regular dose of industry insights and those aha-moments we all crave! Until next time, stay curious, stay agile, and keep optimizing! The DTC POD Crew ➡️ Listen now: [Insert Podcast Link Here] P.S. Sharing is caring! If you’ve got a buddy who’s all about that optimized life, pass this email along. They’ll thank you later, and so will we! 🌟 ----- *Opt out of these mind-boosting updates anytime by clicking unsubscribe, though we'll miss you more than caffeine on a Monday morning! If you have questions or want to share feedback, just hit reply – we read every message!*

🐦 Business Lesson Tweet Thread

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1/ Jeff Byers of Momentous just laid out a master class on pivoting a DTC brand into a major player in the health & wellness space. 2/ Their initial struggle? A classic story. Small teams, weak marketing moves... until they hit their stride focusing not just on consumers, but on strategic relationships. 3/ Braindrive became their beacon. A nootropic crafted without caffeine buzz, earning nods in pro sports circles - coaches, not just the athletes. Precision over mass market. 4/ Revenue soared from 5 to 40 mil. How? Government contracts and laser-focused product development. Byers knows: Innovation-backed revenue is king. 5/ But growth isn’t without pain. "We broke people," Byers admits. Rapid scaling strains teams. The lesson? Prepare your crew for tough climbs. 6/ Merging with Momentus wasn't just a handshake. It was two different worlds fusing - a clash of cultures, objectives. Yet, they emerged stronger, more aligned. Resilience redefined. 7/ Their secret sauce? Trust over tactics. They wager on humanity's love for genuine connection. In a commoditized market, trust isn't just good - it's golden. 8/ Speaking of gold, Byers is a vanguard for change. Bucking the trend, he calls for clarity in an industry clouded by prop blends & hollow claims. 9/ Momentous is a tale of a brand that doesn't just sell - it serves a mission. Of health democratized, of lives not just lived, but optimized. 10/ Finally, Byers's playbook is clear: innovate, educate, serve. Build a story that rings true. That's how brands don't just grow - they thrive.

🎓 Lessons Learned

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1. **Brain Enhancement Insights** Host Ramon discovers Braindrive's unique, headache-free cognitive benefits with clean, expert-formulated ingredients. 2. **Nootropics Misinformation** Jeffrey Byers debunks nootropic myths, stressing caffeine's cognitive role and Braindrive's true nootropic blend efficacy. 3. **Direct-To-Consumer Struggles** Momentous faced early DTC challenges, overcoming website, marketing, and strategic issues to enhance brand and retention. 4. **Revenue Growth Tactics** Emphasizing product development and government contracts, Momentous increases revenue from $5 million to an impressive $40 million. 5. **Sports Performance Innovation** From finance and biotech to sports lotion, Jeff's PR lotion fuels athletes with endurance and improved recovery. 6. **Service-Based Differentiation** Momentous thrives by prioritizing customer experience, service quality, and continuous innovation in a commoditized supplement market. 7. **Scaling Sustainably** Momentous calculates risks and emphasizes foundational business practices to scale revenue in a fiercely competitive sector. 8. **Supplement Skepticism Response** Jeff advocates for transparent, single-ingredient supplements to build loyalty and ensure personalized, effective dosing for consumers. 9. **Branding and Acquisitions** After acquiring Momentous, Amp HP merges to create Huberman, rebranding with a unified focus on quality and science. 10. **Expanding Consumer Reach** Shifting from athlete-only focus, the company caters to "Sam," a representation of broader, life-optimizing consumers seeking quality supplements.

💎 Maxims

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1. Trust is the currency of effective branding—prioritize transparency and quality to build customer loyalty.

2. Uphold meticulous standards—always ensure the products you create or endorse are thoroughly researched and backed by science.

3. Embrace the power of focus—whether it's in business or personal health, specialized strategies are often more effective than a scattered approach.

4. Knowledge is paramount—educate yourself and your audience about your products and their benefits for informed decisions.

5. Innovation is key—seek out unique solutions and advances in technology to offer exclusive benefits to your customers.

6. Prioritize expertise—collaborate with specialists and thought leaders to enhance credibility and provide substantial value in your offerings.

7. Consistency brings results—apply a deliberate and consistent approach to both product use and business practices for optimal outcomes.

8. Adapt and prioritize—flexibility is essential in business, so be ready to shift focus and resources to where they have the most impact.

9. Growth must be sustainable—scale your endeavors responsibly to maintain quality and integrity in all aspects of the business.

10. Quality over quantity—resist the temptation to flood the market with products, and instead, focus on producing items that stand out for their excellence.

11. Never underestimate the basics—simple components, such as caffeine for cognition, can be incredibly effective without unnecessary complexity.

12. Personalized experiences trump universal solutions—recognize the uniqueness of individual needs and cater to them for greater satisfaction and efficacy.

13. Service over commoditization—offer exceptional customer service to differentiate your brand in a crowded marketplace.

14. Engagement over promotion—build a community of dedicated users who align with your vision and can authentically represent and promote your brand.

15. Take calculated risks—push your business forward by taking strategic chances, while being mindful of potential pitfalls.

16. Invest in the future—allocate resources to areas like research and advocacy to drive long-term change and success.

17. Be mission-driven—let a clear and compelling mission guide your choices and strategies for a business that makes a meaningful impact.

18. Achieve excellence through collaboration—work together with your team, aligning leadership styles and philosophies for unified progress.

19. Embrace the broader mission—extend your focus beyond a niche market to address wider needs and accessibilities.

20. Responsibility, above all—commit to honest communication about your products' quality and pricing, and ensure standards that benefit all stakeholders.

These maxims aim to capture the essence of the strategic and philosophical insights shared by Jeff Byers, reflecting his approach to business growth, product development, and the overarching goal of creating a trusted, high-quality brand within the nootropic and performance optimization space.

🌟 3 Fun Facts

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1. Host Ramon Berrios reported that of all brain enhancement products he tried, Braindrive was the only one that did not cause him headaches. 2. Jeff Byers described how his background in finance and biotech contributed to developing PR lotion, which can enhance sports performance and recovery, with some athletes experiencing up to 20% improvements in max effort intervals. 3. Momentous, now part of Huberman after a merger, generates a significant portion of its revenue from government innovation and research contracts, which equals about $1 million per year, and has strong ties with pro and college sports teams.

📓 Blog Post

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Title: Unveiling Clarity in the Nootropic Realm with Jeff Byers on DTC POD Introduction: The Quest for Cognitive Enhancement In the latest DTC POD episode, co-host Ramon Berrios sits down with guest Jeff Byers, a trailblazer in the health and biotech industry, to discuss the intricate world of nootropics and the journey of his company, Momentous. This conversation sheds light on the complexities of brain health, the challenges of branding in the direct-to-consumer space, and the significant strides Momentous is making to redefine the industry standards. Unlocking the Brain's Potential Subheader: Braindrive: A Headache-Free Nootropic One of the focal points Byers touches upon is the unique formulation of Braindrive, a nootropic that stands out for its clean ingredient lineup and efficacy without the common side effect of headaches. Berrios, having personally navigated the minefield of cognitive boosters, attests to Braindrive's distinctiveness. Byers details the careful acquisition and expert-backed design process that aligns with Momentous's commitment to clarity and targeted cognitive improvement, appealing to high-demand sectors like coaching professionals in pro and college sports. Brand Evolution and Market Survival Subheader: Momentous: The Path Through Branding and Trust The conversation pivots to the branding evolution of Momentous and the challenges it faced in the competitive DTC landscape. Jeff Byers candidly discusses the hurdles of refining their online presence, scaling a marketing team, and implementing core strategies such as customer retention flows. Byers firmly believes in reshaping the trajectory of health through trust, transparency, and high standards, and this belief has fueled a remarkable revenue growth for the company. Pushing the Envelope in Product Development Subheader: PR Lotion and the Pursuit of Optimal Performance Delving into product innovation, Byers shares his backstory in finance and biotech that led to the development of PR Lotion. The innovative product meets a critical need for athletes by improving performance and recovery through skin absorption of vital nutrients. With strong early data backing and interest from elite sports teams and special forces, PR lotion has charted a new course in the realm of human performance optimization. Growth Strategy and Challenges Subheader: Scaling Success Amidst Rapid Growth Byers articulates the company's strategy for the future, which includes a leap in revenue targets and an unwavering focus on customer experience and product innovation. He recalls the initial skepticism when aiming for $40 million in sales, a goal subsequently surpassed despite the slow progression and growing pains from business integration. A New Gold Standard in Supplements Subheader: Challenging Conventional Wisdom and Elevating Standards Deeply invested in redefining the dietary supplement market, Byers calls for single ingredient solutions to allow for personalized dosing—reflecting his preference due to his own experiences stemming from a football career. He underscores the deficiencies he perceives in the supplement industry and Momentous’s resolve to produce high-quality, high-efficacy offerings. Advocacy and Expanding Reach Subheader: Beyond the Scope: Momentous's Advocacy and Influence Momentous doesn't limit itself to consumer sales; it's deeply involved in advocacy at a governmental level and committed to expanding knowledge and access in the wellness space. By allocating a portion of their revenue to these endeavors, Byers showcases an uncommon dedication to driving industry-wide change and educating consumers on the reality of product quality and pricing. Conclusion: Leading the Charge in High-Performance Wellness Jeff Byers of Momentous exemplifies the kind of visionary leadership that is direct, transparent, and compellingly focused on truth-telling in an industry rife with misinformation. With the podcast episode drawing to a close, hosts Blaine Bolus and Ramon Berrios commend Byers for his insights and contributions, knowing that the Momentous journey is one to watch closely, with potential to radically shift the health and wellness industry. The episode not only brought to light the intricacies behind a burgeoning health company but also offered a glance at the innovation and dedication required to sculpt a path of integrity and success in the complex world of nootropics and performance optimization.

🎤 Voiceover Script

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In this episode of DTC POD, we join Jeff Byers of Momentous as he shares groundbreaking insights into optimizing human performance. Dive into the story of Braindrive's clean nootropic blend and follow Momentous' journey—from reimagining their DTC approach to a staggering revenue projection of $40 million. Uncover the power of PR lotion in sports performance, and explore the pivotal role of trust and transparency in the supplement industry. Stay with us for a narrative that challenges conventional wisdom and paves the way to democratizing high performance for all. Join us on DTC POD, where innovation meets grit in the quest for peak wellness.

🔘 Best Practices Guide

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**DTC POD’s Best-Practices Guide** 1. Prioritize ingredient transparency and quality ratios in product development, avoiding misinformation prevalent in the nootropic space. 2. Emphasize customer trust and education, focusing on the efficacy of ingredients and their benefits rather than resorting to a fully commoditized approach. 3. Address direct-to-consumer challenges by improving online presence, retention flows, and harnessing relationships for brand building and revenue generation. 4. Expand product development with a focus on science-backed solutions to meet market demands and maintain integrity in branding. 5. Invest in clinical research and government innovation contracts to solidify credibility and ensure a sustainable business model. 6. Cultivate a robust internal culture that aligns with company philosophy, ensuring team members share the vision for growth and innovation. 7. Manage rapid expansion by securing a solid business foundation with careful inventory management, maintaining quality despite scaling. 8. Utilize authentic storytelling and advocacy to connect with a broader audience and promote high-performance, quality products.

🎆 Social Carousel: Do's/Don'ts

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**Cover Slide:** "10 Key Insights for Every Retention Marketer" **Slide 1:** Title: "Ignore Feedback" Text: Switch to actively seeking customer input to enhance trust and product relevance. **Slide 2:** Title: "Neglect Transparency" Text: Foster transparency to build a loyal consumer base and stand out in the market. **Slide 3:** Title: "Sidestep Research" Text: Invest in clinical research to solidify product efficacy and consumer confidence. **Slide 4:** Title: "Generic Branding" Text: Create a unique brand story that resonates with your 'Sam' - the life optimizer. **Slide 5:** Title: "Undervalue Quality" Text: Prioritize top quality to differentiate your products in a saturated supplement industry. **Slide 6:** Title: "Overlook Education" Text: Educate consumers on product value, fostering appreciation for premium pricing. **Slide 7:** Title: "Avoid Advocacy" Text: Engage in advocacy to influence policy and improve market standards and access. **Slide 8:** Title: "Limit Partnerships" Text: Collaborate with experts to elevate your brand's credibility and product portfolio. **Slide 9:** Title: "Minimal Visioning" Text: Craft a global vision to drive innovation and expand your company’s reach. **Slide 10:** Title: "Rush Growth" Text: Pursue responsible growth with a focus on maintaining inventory quality and accuracy.

🎠 Social Carousel

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**Cover Slide** "10 Essential Insights for Entrepreneurs" **Slide 1:** "Clean Nootropics" Select supplements with pure ingredients for cognitive clarity without headaches. **Slide 2:** "Branding Matters" Evolve your company name with intention to resonate and endure in the market. **Slide 3:** "Customer Retention" Implement basic strategies to keep your clients returning — it’s key for growth. **Slide 4:** "Revenue Growth" Diversify income streams with product innovation and strategic partnerships. **Slide 5:** "Government Contracts" Such agreements can provide a stable revenue source alongside direct sales. **Slide 6:** "Product Innovation" Create unique offerings like PR lotion to stand out and elevate performance. **Slide 7:** "Trust Building" In a commoditized market, trust and customer experience win over purely competitive pricing. **Slide 8:** "Clear Margins" A solid business foundation with efficient margins is crucial for sustainable expansion. **Slide 9:** "Quality Standards" Commit to the highest product quality; sidestep the common 'me too' approach in supplements. **Last Slide - CTA:** "Connect and Learn" Follow DTC POD for more valuable insights that drive entrepreneurs towards success. #DTCPOD

One Off Tweets

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Tweet 1 In the murky world of nootropics, clarity is king. Braindrive reigns with clean ingredients, striking balance and precision over a caffeine rush. Tweet 2 Overcoming skepticism is part of any founder’s journey. From $5 million to $40 million, proving doubters wrong is just another day at the office. Tweet 3 Surviving and thriving in DTC isn't about luck; it's about relentless focus on retention and understanding the consumer's journey—in sports and life. Tweet 4 Trust beats trends in wellness. At Momentous, it's not about flashy quick fixes, but about setting enduring standards in an industry plagued by doubt. Tweet 5 Nothing fuels progress like purposeful partnerships. Forging the future of performance products means aligning with visionaries like Andrew Huberman. Tweet 6 Expansion isn't just a business term; it's a mission to bridge elite athlete innovations with everyday champions, democratizing high performance. Tweet 7 A company's true muscle isn't just its product but its resilience in supply chain and inventory gymnastics, all while keeping the product's integrity in check. Tweet 8 Building a company is akin to nurturing a culture; navigate wisely as you merge visions, leadership styles, and set a unified course for growth. Tweet 9 Athletes know the burn of pushing limits. PR lotion is that secret weapon that lets them go harder & recover faster—performance science in a bottle. Tweet 10 Creating a product that changes the game means more than research and development; it's about advocacy, educating on quality, and shaping policy for better access.

Twitter Post 1

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One simple habit from Jeff Byers could boost your brain health. High-Dose Omega-3 Opting for single ingredient supplements like omega-3, which Jeff takes due to his football career, targets specific needs without the clutter of proprietary blends.

Mindsets

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Gearing up to enhance your cognitive performance and overall health? Here are some pivotal mindset adjustments to consider during this transformative journey: 💭 Prioritize clarity over mere stimulation. It's not about the jolts of energy, but the sustained focus. Recognize the value in supplements like Braindrive that offer clean, well-measured ingredients for longer-lasting mental acuity, without the spikes and crashes associated with stimulants. 💭 Recognize the power of individualized health. Moving away from a one-size-fits-all mentality, understand that customizing your approach with single-ingredient supplements can lead to significant personal health gains. Tailoring your regimen may require more attention, but it opens the door to precision wellness. 💭 Reimagine your role in the health ecosystem. Instead of being a passive consumer, embrace the role of an active, informed decision-maker. Understanding the intricacies of products and their impact is not just self-empowering but also contributes to shaping a more transparent, trust-based health industry. Ready to take these mindset adjustments to the next level and truly master the art of cognitive and health optimization? Embark on a deeper dive into these principles with my new course, "Powerful Optimization: How to Harness Your Most Essential Skill," now available on Audible. For more insights on optimizing your mental and physical health, and reshaping your approach to personal wellness, tune in. Discover comprehensive strategies and engaging discussions that go beyond the conventional – all at your fingertips.🎧 Listen today and join the movement towards a more potent, health-centric lifestyle! 🚀🌿

Tactics

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Ready to level up your business acumen? Here are five savvy tactics and strategies extracted from our latest episode with Jeff Byers of Momenetus that you can apply to your own entrepreneurial journey: 🚀 Focus on creating a singular ingredient narrative. Instead of piling up numerous ingredients into a product, consider the power of simplicity. Byers’ preference for single ingredient supplements for personalized dosing reveals an untapped market opportunity. Streamlining your product could not only set you apart in a crowded market but also cater to a growing consumer base seeking tailored solutions. 🚀 Lean into scientific validation. Momentous didn’t just create supplements; they invested heavily in clinical research to back up their claims. Your business could benefit from leveraging data and research to establish credibility and consumer confidence. Consider partnering with research institutions or conducting your own studies to not only improve your product but also to build a strong, evidence-based brand narrative. 🚀 Elevate your customer service game. Momentous is scaling by prioritizing exceptional service and customer experience. Take a page out of their playbook by ensuring your customer service is not just a department but a central component of your entire operation. Offer service and support that makes every customer feel like a VIP, and you'll build loyalty that can withstand the pressures of a price-driven market. 🚀 Embrace strategic partnerships. Jeff Byers emphasized the importance of government and institutional contracts for revenue. Your business might not be in the supplement industry, but the approach still applies. Forge relationships with larger organizations, agencies, or influential figures that can lead to stable, recurring revenue and can also serve as powerful endorsements for your products or services. 🚀 Treat learning as a critical investment. For Byers, surrounding the company with top-tier experts was a game-changer. In your business, invest in learning and expertise – whether by hiring consultants, attending industry-leading conferences, or enrolling in advanced courses. Knowledge brings a strategic edge, helping to navigate growth, position products, and make informed decisions that drive success. Integrating these insights into your strategy can offer a fresh perspective that might be the catalyst for your business to experience monumental growth. Just like Momenetus, your business has the potential to soar to new heights by making calculated, innovative moves.📈

In Depth Thread

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Simplicity Wins: Scaling a Supplement Empire. In a world crowded with over-complicated marketing plans, less is truly more. When Momentous exploded their revenue from a modest $2M to an eye-popping $36M in just 18 months, here's the ultra-lean strategy they followed: One-Page Wonder Limit your pitch to a single page. Success can be communicated concisely. When Momentous raised capital, they used a page with five bullet points outlining: 1. Product Innovation 2. Revenue Growth 3. Strategic Partnerships 4. Market Potential 5. Team Expertise If the vision isn't crystal clear in a quick glance, back to the drawing board it goes. Snapshot the Market Don't get bogged down in the minutiae. Distill the essence of your market trends into a handful of insights - no more than five points that paint the present and predict the future. Power Statement Brand identity in a nutshell. Momentous: "Optimizing human performance with research-backed nutrition." Own the Phrase Momentous dominated the nootropic space, coining "Brain Optimization Through Science." This isn't just a slogan, it's a shift in industry perspective they spearheaded. Business Model Clarity Money plus Momentous equals...? Clearly define how investment turns into growth. Succinct. Direct. Actionable. Terms upfront. No ambiguity. Keep investment thresholds, time commitments, and charges in the limelight to attract the right investors. Show, Don't Say Graphs and charts illustrate growth and plans far better than text-heavy descriptions. Get visual, and let the success speak for itself. Highlight the Heroes A company soars on the strength of its people. Momentous has aced this by showcasing their team's rich expertise in health, performance, and market acumen. And in the absence of long-term historical data, they leaned into explicating the prowess and strategic vision of their collective talent. Goldman’s Golden Rule: 3 Ps The Momentous roadmap is built on three pillars: • Product superiority • Profitable scaling • Proven team proficiency Emphasize your strengths with clarity, brevity, and impact.

New Idea

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Idea #1: The Importance of Clean Ingredients in Nootropics One standout theme from the episode is the critical nature of using clean ingredients in brain enhancement supplements like Braindrive. Here’s how the conversation supported this idea: 1. Host’s Personal Testimony: Ramon Berrios provided a personal account of his experience with brain enhancement products, highlighting that Braindrive was the sole option that didn't result in headaches, pointing towards its clean and well-balanced formula. 2. Guest’s Expert Insight: Jeff Byers shared that Braindrive, which was part of a merger, is formulated with clean ingredients in appropriate ratios, emphasizing the attention to detail in product composition, unlike many products with misinformation in the nootropic space. 3. Targeted User Base: The product’s market success, particularly with coaching staff in professional and collegiate sports, suggests that individuals with a high degree of knowledge and experience in performance optimization value and trust the clean ingredient profile of Braindrive.

Tweet thread on learnings

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Tweet 1: A deep dive with Jeff Byers of Momenetus revealed mind-blowing growth: from $2M to $36M in just 18 months. 📈 But how did a performance supplement brand achieve such staggering success? Time to unpack the wisdom from this episode of #DTCPod. Thread👇 Tweet 2: 1. A Marriage of Science & Marketing 🧪💡 Byers shared that the acquisition of Braindrive was crucial. It wasn't just about selling a nootropic—it was the clean, effective formulation & the strategic branding that set them apart in an industry rife with misinformation. Tweet 3: 2. The Critical Role of Government Contracts 🏛️💼 Approx. $1M/year in funding isn't trivial. For Momenetus, these contracts weren't just a revenue stream; they brought validation & credibility, propelling their business into the major leagues of the supplement world. Tweet 4: 3. Importance of Building Trust 🤝 Trust wins in a commoditized world. Jeff Byers stressed that Momenetus's dedication to transparency, and quality isn't industry-standard. It creates loyal "life optimizers," customers who believe in the brand beyond just transactions. Tweet 5: 4. Sustainable Growth via Innovation & Service 🚀🔧 Byers emphasized that their $40M milestone was about more than numbers; it was about a sustainable model. Investing in continuous innovation & unparalleled customer service are their non-negotiable pillars. Tweet 6: 5. Overcoming Growth Pains 🤕📈 Scaling isn't smooth. Momenetus "broke people" in the process, Byers admitted candidly. Leadership and culture challenges are real, but aligning the team with the company's ambitious vision was vital for that explosive growth. Tweet 7: 6. Niche Market Impact 🎯 Instead of casting a wide net, Momenetus narrowed their focus - from niche sports communities to government contracts, this targeted approach allowed them to deeply penetrate specific markets with high-quality, performance-boosting products. Tweet 8: 7. Advocacy is as Important as Sales 🗣️♻️ Spending 5% of revenue on advocacy isn't common for a DTC brand. For Momenetus, championing high-performance wellness & scalability in Congress translates to industry longevity and consumer trust. Tweet 9: 8. A Strong Foundation & The Big Picture 🏢🌐 You can't afford to overlook a company's fundamentals: finances, inventory, certifications. But also, vision - it was this balance of meticulous attention to detail & big-picture goals that catapulted Momenetus to its $36M triumph. #PodcastInsights #BusinessGrowth

LinkedIN - Start from Scratch

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If I had to scale a performance supplement brand from $2M to $36M in 18 months, here's the playbook I'd use: (This is exactly what Jeff Byers did at Momentous, as detailed on DTC POD) To build a category-defining DTC company (that actually stands out in a saturated market), you need a strategy that: • Establishes real trust in a broken category • Leverages unique access and product differentiation • Creates a mission-driven flywheel (instead of just pumping ad dollars) So… How do you grow insane revenue and build lasting brand equity in a crowded space? You use the High Performance Trust Flywheel. A high performance flywheel has 3 essential gears: • Authentic product innovation (real R&D, real science… not “me too” SKUs) • Thought leader advocacy (not just “influencers” — partner with tastemakers like Huberman, Galpin, and the DoD) • Relentless focus on educating the *right* customer (“life optimizers” – not just pro athletes) Here’s how the Momentous playbook works: 1. Product as Trojan Horse Start with something legitimately novel. For Momentous, it was a patented performance lotion (PR Lotion) with actual clinical backing — not just a standard supplement. That got Momentous in the locker rooms and military circles no other DTC brand could reach. 2. Leverage Elite Networks Nurture connections with the real taste-makers — think Department of Defense, pro sports dietitians, world-class researchers. These relationships build *trust* faster than any Facebook ad or influencer whitelisting. 3. Expand Portfolio—But Refuse to Compromise Launch new products only when they’re truly best in class (designed for the highest standards in pro/college sports and the military). If it’s not Ferrari-grade, don’t make it. Don’t play the volume game. 4. Prioritize Mission Over Margin Obsess over “democratizing high performance.” Invest in clinical research, advocacy, education — even if it means slower margin ramp and spending 5%+ of revenue on non-revenue activity. This is the fuel that unlocks customer trust and ultra-high LTV. Most DTC operators get trapped in the commodity hamster wheel: They launch me-too products > pump up sales with performance marketing > never actually solve consumer distrust > hit TAM ceiling. The solution? Be radically mission-driven, invest in ecosystem flywheels, and let industry-leading trust compound. So how do you implement this playbook in practice? Step 1: Nail your “why” - Don’t just build a DTC business. Build with a mission that’s bigger than margin. - For Momentous: “Democratize high performance” and fix the supplement industry’s trust problem. Step 2: Build the right ecosystem - Identify the “life optimizer” as your core customer, not just an athlete. - Surround yourself with legitimate experts (practitioners, scientists, pro teams) — not just brand ambassadors. Step 3: Ruthlessly prioritize quality - Every product must pass the toughest certifications (NSF, Informed Sport). Cut zero corners. - Educate your customer on *why* your standards matter. Step 4: Invest in trust, then scale - Pour early resources into advocacy, clinical trials, and educational content. - Only turn on the growth engine when the trust flywheel is spinning — that’s when DTC scales from $2M to $36M. Biggest takeaway? Mission compounds. Trust compounds. And if you get both right, distribution and revenue follow. Just start playing the long game. Would you do anything differently with your DTC brand? Drop your thoughts below. -- Check out the full conversation with Jeff Byers here: https://www.dtcpod.com/episode/jeff-byers-momenetus And follow @DTC POD for more playbooks from founders building breakout consumer brands.

Future State, 6 reasons post

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In just 18 months, Momentous has seen remarkable growth, scaling from $2 million to $36 million in revenue. Previously, the brand struggled with its direct-to-consumer (DTC) strategy due to a small marketing team, a lackluster website, and a lack of retention strategies. However, the tables have turned: the brand is now on a trajectory to redefine the health and wellness industry, aiming to cultivate trust, transparency, and exceed industry standards. The future is even brighter. Momentous is not just focused on achieving success as a DTC brand; it aims to influence the larger landscape of health by evolving the standards of quality and efficacy within the supplement industry. Imagine a future state where: - Exceptional customer service is the norm, not the exception - Quality and science-backed products dominate the market - Trust between consumers and companies is rock-solid - Access to cutting-edge performance optimization is universally available - Industry-leading innovation continues to push the boundaries - Revenue projections soar from $40 million to $200 million To arrive at this trailblazing future state, here are 6 strategic recommendations for Momentous: 1. Deepen Government and Sports Team Partnerships: Establish more innovation contracts and deepen relationships with pro and college teams for both financial stability and brand prestige. 2. Invest in Clinical Research: Allocate funds aggressively towards clinical research to substantiate product claims and differentiate from competitors. 3. Harness Expert Advice: Continue to incorporate insights from experts like Dr. Huberman and Dr. Galpin to enhance product development and market positioning. 4. Strengthen and Expand the Team: Build a robust team poised to support the growth from $40 million to $200 million, focusing on customer experience and service. 5. Emphasize Education and Advocacy: Engage in government advocacy and consumer education to bridge the gap in understanding around product quality and value. 6. Focus on Efficient Inventory Management: Take calculated risks with inventory and supply chain to ensure product quality and availability without overextending working capital. With these strategies in place, Momentous is poised to disrupt the health and wellness industry further, creating a legacy of unmatched service and revolutionary products. Now, over to our listeners: Which of these strategies resonates most with your vision of the future for health and performance brands? How do you see companies like Momentous shaping the trajectory of industry standards and consumer expectations? Share your thoughts and let's build this conversation.

About the Episode

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In the latest episode of the DTC POD, Jeff Byers of Momenetus provided invaluable insights into how this vibrant performance supplement brand pivoted from its initial struggles to impressive growth in a mere 18 months. One of the key strategies Byers attributed to their success was a dedicated focus on areas like government innovation contracts, cementing relationships, fostering robust ecosystems, and rigorously pursuing clinical research. Recognizing the overarching industry challenges of trust, transparency, and standards, the company sought to not just to dominate as a DTC brand but to redefine the trajectory of health within the supplement space. Their commitment to this strategic pivot has recently projected them towards an ambitious $40 million revenue mark. Another significant strategic driver for Momenetus’s rapid escalation in the market was their approach to product differentiation and customer service. Byers explained that in a market rife with customer skepticism towards multi-ingredient, unverified supplements, Momenetus concentrated on offering patented products with a steadfast commitment to service, quality, and customer experience. This approach has not only contributed to the establishment of a strong customer base but also sets the stage for expansive growth, with aims to quintuple revenue. Byers stressed the importance of building trust with consumers — a philosophy that underscores the company's every move and has proven crucial in the highly commoditized world of dietary supplements. Delving into the operational intricacies, Jeff Byers highlighted the importance of efficiency and risk management in the context of rapid scaling. Momenetus, not shying away from growth risks, expanded its product range from two to 36 in an unprecedented timeline, significantly straining inventory management and working capital. To meet the high bar they set for quality, every batch underwent rigorous third-party certification to ensure label accuracy and the absence of banned substances, exemplifying their commitment to product integrity. Byers discussed how maintaining a balance between aggressive growth and the sustenance of high-quality standards was both challenging and pivotal to Momentus’s success story.

Episode Summary

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Jeff Byers is the CEO and co-founder of Momentous, a high-performance supplement brand that originated from innovative biotech research. Drawing from his experience as a former pro athlete and early-stage finance and biotech roles, Jeff built Momentous on the foundation of patented delivery technology and a mission to democratize elite-level performance and wellness for everyday consumers. In this episode of DTC Pod, Jeff explains how Momentous scaled from $2M to $36M in just 18 months by prioritizing science-backed product development, clinical research, and deep partnerships with elite sports teams and thought leaders like Andrew Huberman. He breaks down the challenges of creating a new product category, the importance of transparency and quality in the supplement industry, and the operational hurdles the brand faced during rapid growth. Jeff also shares insights on building long-term trust, leveraging a passionate mission, and expanding Momentous’ reach from professional athletes to “life optimizers” everywhere.

Success Strategies

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1. Build trust as your ultimate differentiator Instead of chasing quick wins through flashy branding or trend-driven products, invest heavily in trust—especially in industries where skepticism is high. Jeff Byers attributes Momentous’s growth to an unwavering focus on transparency, science-backed products, and third-party certifications. This meant choosing to have every single batch tested to the highest sports industry standards, even at the expense of speed or margin. By doing the hard work to earn trust with elite practitioners first, then with well-informed consumers, you create a moat that pure marketing alone can't replicate. When trust is your foundation, it unlocks access to tastemakers and opens doors others can’t. 2. Leverage unique expertise and networks to unlock doors Don’t try to outspend or out-flavor the competition—find your unfair advantage. For Momentous, this meant leveraging Jeff’s background as a pro athlete, a finance professional, and his access to exclusive ecosystems like the military, special forces, and pro sports teams. By focusing on building products that met the needs of top-tier users (and actively seeking expert and practitioner buy-in), Momentous accessed credibility and word-of-mouth that simply can’t be bought with ads. The lesson: use what makes your journey distinct—whether it’s relationships, niche know-how, or access—to generate flywheel momentum that bigger but less connected brands can’t match. 3. Let customer mission—not channel—shape your expansion It’s tempting for DTC brands to obsess over scaling ad spend or optimizing for lower funnel metrics. Momentous refused to be pigeonholed as “just a DTC brand” and instead let their deeper mission—democratizing high performance—guide growth into new product categories and partnerships. This included investing in clinical research, government innovation contracts, and thought-leadership, not just acquisition and retention flows. By keeping the focus on genuinely serving customers’ needs (like brain health, sleep, and recovery for life-optimizers, not just athletes), they built something that could grow far beyond a single product or channel. The real takeaway? Don’t confine your company to a channel or tactic; let your core mission drive how you scale and where you invest.

Success Strategies v2

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1. Win with Relentless Product Integrity (Even If It Hurts Your Margins) Ready to stand out in a crowded DTC market? Follow Jeff Byers’ lead and double down on quality—no matter the cost. Momentous didn’t grow from $2M to $36M by rolling out generic white-labeled supplements. They obsessively invested in clinical research, third-party certifications, and advocacy even when it ate into short-term profits. For Jeff, building trust was non-negotiable—he’d rather throw out an entire batch than compromise on quality or transparency. Here’s what this can look like: - Certify every single batch with top-tier third-party organizations (not just the bare minimum) - Partner with real experts and researchers rather than just hiring influencers - Be radically transparent about your sourcing, labeling, and product formulas Yes, this approach can push your prices higher and margins lower—at least at first. But when customers know you’re the gold standard, they become loyal for life. As Jeff put it, “Why would I use anything else?” To get started, audit your own quality standards. Are you setting the bar high enough? Where can you build more trust—even if it’s the harder or more expensive route? Double down on that, and let your reputation work for you. 2. Use Your Flagship Advantage as a Springboard—Not a Crutch Launching with one great, differentiated product? Awesome—but don’t get tunnel vision. Jeff learned that Momentous’s breakthrough PR Lotion could unlock doors into elite sports and military circles, but the business wouldn’t scale without portfolio expansion. Here’s how Jeff approached it: - Leverage your hero SKU to get into hard-to-reach markets and top tastemakers - Build authentic relationships—pro teams, government contracts, early adopters—by solving real problems for them - Once you’ve built credibility, rapidly expand your product menu to serve a wider market and increase lifetime value Take a page from Momentous: don’t hang your company’s future on one niche product, no matter how special. Use it to gain access, trust, and proof points—then unlock volume and scale with a full portfolio. That’s how you go from niche to mainstream and grow revenue exponentially. 3. Prioritize Mission and Community, Not Just DTC Playbooks Scrolling LinkedIn, it’s easy to think DTC is all about tactics: conversions, CLTVs, the perfect email flow. But Jeff’s biggest unlock? Building around a core mission: democratize high performance. Momentous thrived when it stopped chasing “DTC brand” status and focused on serving “life optimizers”—anyone passionate about pushing their potential, not just elite athletes. They created a magnet for experts (like Dr. Andrew Huberman), practitioners, and communities who actually cared. Here’s how to put that into practice: - Define your customer and mission so clearly that every product, partnership, and campaign points toward it - Invest in education, advocacy, and community, even if it’s hard to measure direct ROI - Let your vision dictate your growth path—not the other way around You’ll still need great DTC fundamentals. But if your brand is wrapped around a real purpose, you’ll build lasting loyalty and unlock the kind of word-of-mouth that money can’t buy. Mission, not margin, is what builds legends.

Castmagic LinkedIn Post

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Scaling from $2M to $36M in just 18 months might sound impossible—but it’s exactly what this week’s guest did with a performance supplement brand. Jeff Byers, CEO of Momentous (serving 200+ pro and college teams, and collaborating with experts like Dr. Andrew Huberman), joins Blaine Bolus and Ramon Berrios on DTC POD. In this episode, you’ll learn how Momentous navigated a dramatic scale-up, built trust in a crowded category, merged expertise and product, and won innovation contracts with the Department of Defense. We dig into creating category-defining products, overcoming DTC challenges, building an advocacy flywheel, and what it takes to earn loyalty with high standards. Listen to the full episode here: [link] #shopify #dtc #ecommerce

IG Reel Vids

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Jeff Byers, former NFL player, turned a patented performance lotion into a startup called Amp Human. At the same time, Matt Wan and Rob Dyrdek were building Momentous, a supplements brand trusted by top pro and college teams. Both companies struggled to become profitable, so in 2021, they joined forces—merging their technologies and networks. But here’s where the rocket fuel kicked in: they teamed up with Dr. Andrew Huberman as an advisor and partner. Leveraging his rapid rise and credibility through the Huberman Lab podcast, Momentous exploded—from $2 million to $36 million in just 18 months. Their laser focus on research, quality, and building genuine trust turned Momentous into a leader in the high-performance supplement space.

IG Video

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This supplement brand scaled from $2 million to $36 million in just 18 months — and you’ve probably never heard of it. The company is Momentous, and it was started by former NFL player Jeff Byers. After learning about a biotech cream that let elite athletes push harder and recover faster, Jeff saw a bigger opportunity: to make high-performance nutrition accessible to everyone, not just pros. The catch? Their first product was so niche, the average person barely needed it. But Jeff didn’t give up. He built a reputation with pro teams and military contracts, focusing on trust and science-backed supplements. Then, a game-changing partnership with top experts (including Dr. Andrew Huberman) unlocked explosive growth, making Momentous a top name in performance supplements. The lesson? Obsessing over quality and purpose can set you apart—even in a saturated market.

📢 Short VO

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One of the most overlooked growth levers in CPG is actually building real trust before you scale your brand. We just had Jeff Byers on the podcast—he’s the CEO of Momentous, the sports performance supplement company that went from $2 million to $36 million in just 18 months. In this episode, Jeff breaks down how Momentous spun out of biotech with a super-niche product developed for elite athletes, then strategically scaled by focusing on scientific legitimacy, government contracts, pro sports relationships, and partnering with some of the most influential people in health like Dr. Andrew Huberman. We talked about why the supplement category is broken, the realities of manufacturing and supply chain at hyperscale, and why brand trust (not just marketing) is a true moat in DTC. If you care about building something meaningful in wellness or CPG, this one’s a must-listen. Let me know what you think.

Hormozi Prompt

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At the beginning, we had one product. We didn’t have fancy website flows. We didn’t have a big team. We didn’t have a marketing playbook. We didn’t have a massive DTC operation. We didn’t have slick packaging or world-class merchandising. What we did have: We had a patented technology. We had a vision for high performance and trust. We had raw, early traction from elite athletes and military teams. We had a $2,000 order come in through a basic Shopify site. We had no experience, but we had curiosity and willingness to learn. What this allowed us to do was get in rooms that are usually impossible to access—pro locker rooms, research labs, Special Forces meetings. We weren’t on a mission to create the “next DTC brand”, we were on a mission to democratize high performance and bring the standards of elite sport to everyday people. We weren’t optimizing margins. We weren’t trying to run perfect conversion flows. We weren’t spending all our money on ads. We were focused on keeping products in stock, on building trust, and on clinical research. We bet big—on inventory, on real science, on the hunch we could hit something huge (and the risk that came with it). People will say: “Just turn on ads. Scale DTC. Tell your story.” But none of it would have mattered if we hadn’t built real trust and deep relationships behind the scenes first. Being strategic and patient is not a setback. It’s what gave us the platform to suddenly explode from $2M to $36M in 18 months. The website could be buggy, the margins could be slim, but if you’re pursuing something you actually believe in and are willing to skip the playbook, you can still win. Just find your edge. Stick to your mission. Obsess over doing the hard things that others skip. This worked for us. Ignore the hype—do what works for you. Build trust first, and let the rest catch up.

Timestamps Trial

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00:00 Introducing Jeff Byers and Momentous 02:23 Jeff’s background: from finance to biotech to entrepreneurship 04:56 Early stage biotech, learning about clinical research 06:02 Birth of PR Lotion: a unique performance product 07:27 Initial traction: military, pro sports, and DTC beginnings 09:08 Spinning out of biotech and forming Momentous 11:22 What PR Lotion does and the results athletes saw 12:04 Product form factor, challenges, and comparison to alternatives 13:24 Commercialization hurdles and early category creation 15:26 Staying true to the mission: democratizing high performance 17:40 Building trust, funding research, and differentiating in DTC 18:23 Expanding the product line beyond elite athletes 19:13 Entering the supplement space: focus on quality and reputation 21:38 Discovering and acquiring the Momentous brand 22:22 The challenges and culture of merging two companies 23:33 Building an ecosystem and leveraging reputation for growth 26:04 The Huberman Lab partnership and mission alignment 27:24 Clarifying the depth of partnerships and expert collaboration 28:31 Expanding audience: from athletic focus to “life optimizer” 30:05 Momentous’ evolving ICP (“Sam” the life optimizer) 31:07 DTC operations: growing pains and prioritizing hard stuff 33:28 Why just building a DTC brand wasn’t the end goal 35:36 Fundraising, growth, and learning from the startup journey 35:44 Revenue milestones: from $5M to $40M 36:20 Government contracts: innovation and research as revenue streams 39:02 Hypergrowth challenges: breaking and rebuilding the team 43:00 Inventory, supply chain, and scaling operationally 45:07 Third-party certification: quality standards and supply chain bottlenecks 48:38 Raising industry standards and long-term vision 50:06 Bringing on more experts and the role of tastemakers 53:12 Policy advocacy: briefing Congress and influencing change 55:06 Product pricing and the value of quality and education 57:59 Focusing on serving, not creating, the life optimizer customer 59:02 Trust and differentiation: beyond commoditized DTC 01:00:43 Differentiation in product and business strategy 01:02:07 Future plans: scaling, team-building, and customer experience 01:04:23 Learning to choose the right “wave” as the company grows 01:05:25 Balancing growth with sound business fundamentals 01:07:06 Riding the right wave: luck vs. preparation 01:07:48 Momentous today vs. vision for the future 01:08:27 Rethinking the supplement playbook 01:10:08 Product philosophy: blends, transparency, and dosing 01:12:49 Jeff’s personal brain health routine and mindset 01:15:03 Brain Drive: product origin and unique use cases 01:15:59 Closing thoughts and appreciation

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If I had to scale a performance supplement brand from $2M to $36M in 18 months, here’s the playbook I’d follow: (This is exactly how Jeff Byers—ex-pro athlete turned CEO—scaled Momentous, earning major trust with pro sports teams, elite performance experts and everyday life optimizers.) To break out in a crowded space, you need to obsess over these 3 things: • Build trust first, sell second • Go all-in on quality (not just marketing) • Serve a defined, passionate customer (not “everyone”) Here's how we’d do it… 1. Win trust where it counts most. Jeff started by putting PR Lotion—Momentous’s first patented product—in the hands of Navy SEALs, Tour de France teams, Super Bowl winners, and military special forces. Not because it was “influencer marketing,” but because pro teams and practitioners demanded data, top-tier quality, and proof. Don’t cut corners for speed. Certify every product batch to standards that matter (like NSF for Sport, not just basic “third party” badges). Invest in clinical research—even if it doesn’t immediately drive revenue. 2. Solve for actual performance, not just trends. Momentous never built for DTC hype—they solved real pain points for performance. How? They delivered on what other products couldn’t (like sodium bicarbonate through the skin, so athletes perform longer…without “crapping your pants”—real talk from Jeff). When it was time to expand, they only launched supplements that were best-in-class, clinically backed, and demanded by world-class users. If you’re not making something you’d hand to Olympic athletes or military pros, don’t put it on your store. 3. Build for “life optimizers,” not just athletes. Momentous’s big leap? They shifted from serving just pros, to anyone serious about optimizing everyday health and performance—CEOs, creators, high performers, and parents. They call this customer “Sam”—the life optimizer. Athletes are just one type of Sam. Make your product, brand, and content serve the most passionate 5%, and let word-of-mouth drive the rest. A few more lessons that helped them scale... • Obsess over staying in stock—short margins are worth it if you can keep growing the pie (optimize later) • Win trust with “taste-makers”—the experts the rest of the market listens to • Invest heavily in education and category adoption—it’s a flywheel • Price to match your quality (don’t race to the bottom with Walmart SKUs) Don’t start by chasing quick DTC wins. Start by building trust, relationships, and real customer outcomes. It’s how you go from niche product to THE gold standard in your category—no matter how crowded it is. -- Want the full story on how Momentous scaled $2M to $36M in 18 months, got certified for pro sports, and partnered with Dr. Andrew Huberman? Check out my conversation with CEO Jeff Byers on DTC POD. #dtc #supplements #brandbuilding #podcast #ecommerce #performance Listen here: [insert podcast link]

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If I had to scale a performance supplement brand from $2M to $36M in 18 months, here’s the exact framework I’d use: (This is the real-world strategy Jeff Byers shared on DTC POD after taking Momentous from niche product to industry leader trusted by top athletes, military, and life optimizers—reaching $40M revenue in the process.) To go from small startup to hypergrowth, you need to focus on three game-changing pillars: • Build trust fiercely • Innovate with actual science • Obsess over your core community Here’s the playbook… 1. Build UNBREAKABLE product trust. Don’t just claim it—prove it. Every batch of product should be tested by the only two certification bodies pro/college sports trust. (If it’s not NSF Certified for Sport or Informed Sport/Informed Choice, top teams won’t even touch it.) Invest in quality control and transparency, even if you have to toss an entire production run. Own the standard—be the brand that others look up to. 2. Use innovation as a wedge. Start with a product only you can offer (for Momentous, it was patented PR Lotion: baking soda for performance, delivered through the skin without side effects). Leverage clinical research. Run trials. Take the hard, long road and back every claim with data. If you’re choosing between margin and being in stock, choose trust and customer experience every time—margin can come later. Bonus: If you can win government innovation contracts (Momentous did $1M+/year this way), that’s non-dilutive funding + credibility. 3. Let your ecosystem drive the flywheel. Obsess over your early adopters (elite athletes, teams, military). Let them shape your reputation. Get buy-in from credible experts and practitioners who genuinely care. Build a network of advocates and “tastemakers”—think Dr. Andrew Huberman, pro teams, Olympic winners. Focus on education. Democratize performance by translating what works at the elite level for everyone—your core mission isn’t DTC, it’s empowering “life optimizers” with knowledge and the best possible product. A few more lessons from Jeff: • Scaling is about the right team: Add operators and builders as you grow. You can’t power through hypergrowth alone. • Don’t optimize for margin in a breakout phase. Growth = winning the market. Don’t lose the wave. • Stand for something bigger—if you can become the trusted brand in a crowded category, you’re irreplaceable. • Keep evolving. After the niche wedge wins, expand the product line only if you can make the best-in-class version. Don’t just copy competitors. Quick takeaways to remember: - Your moat is trust and quality, not fancy branding. - Certifications and third-party testing are a must, not a nice-to-have. - Getting true experts as partners (not influencers) is a force multiplier. - Invest in mission and R&D—education is your differentiator. - Brand > DTC. Build a business people can’t imagine leaving. You can see the full DTC POD interview for Jeff’s wild growth stories and the inside look at how Momentous built a category-defining company: [Link to Episode] #dtc #ecommerce #supplements #brandbuilding #trust #growth #startups (Based entirely on Jeff Byers’ roadmap from the DTC POD conversation—living proof this framework works for performance brands ready for breakout scale.)

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Jeff Byers is the CEO and co-founder of Momentous, a performance supplement and sports nutrition brand that scaled from $2M to $36M+ in just 18 months. Jeff’s background is rooted in professional athletics—he played in the NFL before moving into finance and then biotech, where he got his first taste of entrepreneurship. At a biotech company, Jeff worked on technology for delivering substances through the skin, which ultimately became PR Lotion, the springboard for Momentous. What you’ll learn: - How PR Lotion, originally niche and backed by science, unlocked high-trust partnerships with Special Forces and pro sports teams, setting the stage for Momentous. - The real reason Byers and his team acquired Momentous, merging its credibility in pro sports with their own mission-focused business, and why post-merger integration was so challenging. - Why Momentous ignored the “launch a DTC brand” playbook in favor of relentless product quality, clinical research, and advocacy for industry standards—spending up to 5% of revenue on research and education. - The outsized role expert partnerships (Andrew Huberman, Andy Galpin, Dr. Stacey Sims, and more) played—not as influencer deals but as mission-driven collaborations to set a new standard for supplements. - How betting big on inventory, handling supply chain chaos, and prioritizing "never run out of stock" allowed the brand to ride viral growth waves, despite huge stress on team and resources. - Why Momentous redefined their target customer from “elite athlete” to “life optimizer”—expanding their TAM with a position that values continuous improvement, science, and transparency. - How product quality and safety (NSF/informed sport certifications) became Momentous’ non-negotiable differentiation in a commoditized, distrustful category. - Lessons learned: Why investing heavily in the “hard stuff” (research, ops, product, government contracts) actually fueled exponential growth, even with a buggy website and basic marketing. Some takeaways: - PR Lotion’s unique delivery technology (topical sodium bicarbonate) gave Momentous access to elite performance circles traditionally closed to typical supplement brands, but its narrow TAM meant they had to broaden the portfolio to grow. - Commercializing a truly niche scientific product is tough: education is expensive, and the mainstream consumer doesn’t push themselves to the necessary extremes for daily use—making LTV and AOV a challenge at first. - Byers’ conviction: Real industry leadership comes from “democratizing high performance”—translating elite protocols and research into products and knowledge for everyday “life optimizers,” not just athletes. - The Momentous/Huberman partnership wasn’t a typical influencer deal; it was about trust, science, and building products up to standards even billion-dollar teams demand. - Growing from $2M to $36M in 18 months broke a lot of systems—and people. Byers admits much of his team had to be rebuilt to handle the speed and chaos, and ops was driven solely by one rule: “Don’t go out of stock.” - Certification matters: Every batch of Momentous products is NSF/Informed Sport certified, even when that means dumping whole runs due to cross-contamination—setting a higher bar for transparency and safety. - Momentous doesn’t aspire to be just a DTC brand: their playbook is ecosystem-driven, with government research, academic partnerships, pro sports, and a flywheel of expert advocates. - Positioning is everything: shifting focus from “athlete” to “life optimizer” (their customer persona “Sam”) unlocked a far larger audience motivated by self-betterment, healthspan, and trust. - Premium pricing reflects real costs—cutting corners on sourcing, dosing, testing, or certification is off the table if you want to be the supplement brand users trust without second-guessing. - The “hard stuff”—like clinical research, supporting advocacy on Capitol Hill, and building true partnerships—took priority over website optimization. In retrospect, Byers would rebalance, but insists it’s core to why Momentous stands out. Where to find Jeff Byers and Momentous: • LinkedIn (Jeff): https://www.linkedin.com/in/jeff-byers-1214915/ • Momentous: https://www.livemomentous.com/ • Andrew Huberman: https://hubermanlab.com/ • Instagram: https://www.instagram.com/livemomentous/ In this episode, we cover: (00:00) Introduction to Jeff Byers and Momentous (02:23) From NFL and biotech to building a supplement R&D startup (06:02) PR Lotion: science, military use, and first DTC wins (13:24) The hard reality of commercializing “new to market” supplements (18:23) Pivoting from pure elite athlete focus to broader life optimizer market (21:38) Shaping a company through acquisition, culture clashes, and rebuilding (26:00) The Huberman partnership: why it’s not an “influencer” play (29:25) Serving the “life optimizer” and shifting brand positioning (36:00) How Momentous scaled: big bets on inventory, ops pain, and growth (45:29) Non-negotiable quality: third-party certification and trust (53:12) Advocacy, research, and changing policy in nutrition and performance (56:09) Premium pricing, customer experience, and finding product-market fit (62:07) Building team for scale—and what comes next for Momentous (74:00) Industry playbooks vs. momentous’ mission-driven path (80:00) Proprietary blends, transparency, and user-tailored dosing (85:00) Final lessons, founder mindset, and what life optimization really means Referenced: • Dr. Andrew Huberman: https://hubermanlab.com/ • Stacy Sims, PhD: https://www.drstacysims.com/ • Andy Galpin, PhD: https://www.andygalpin.com/ • NSF Certified for Sport: https://www.nsfsport.com/ • Informed Sport: https://sport.wetestyoutrust.com/ Key insights: - Growth flywheels are built at the intersection of credibility, science, and mission—not just marketing spend. - The supplement market is massive and broken—but trust, safety, and education are the real moats. - “Democratizing performance” is about making the habits of the world’s best accessible and understandable—not just selling products. - Founders who obsess over mission and relationships often outlast those chasing short-term DTC optimization. This episode is a must-listen for operators, brand builders, or anyone fascinated by how trust and scientific rigor can disrupt even the most commoditized categories.

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Episode Summary Jeff Byers, CEO and co-founder of Momentous, shares how he and his team scaled the performance supplement brand from $2M to $36M in just 18 months. Jeff walks us through the unique origin story—spinning out patented biotech from the pharmaceutical world—and covers their relentless mission to democratize high-performance health, their DTC evolution, and the keys to building true trust in a commodity-heavy supplement landscape. From working with Special Forces and pro sports teams to strategic partnerships like Andrew Huberman, Jeff explains the hard decisions, the power of expertise, and why authentic quality—not just strong marketing—drove their rocketship growth. Episode Notes Jeff Byers is the CEO and co-founder of Momentous, a performance supplement company born from patented biotech innovation and a mission to bring elite performance solutions to everyday consumers. After starting with a niche product used by Special Forces and pro sports teams, Jeff and his team tackled the enormous challenge of scaling into a broader market, acquiring the Momentous brand, building trust through rigorous scientific research and third-party certifications, and eventually partnering with top thinkers like Dr. Andrew Huberman to update the brand’s vision. In this episode of DTC POD, Jeff discusses why DTC is only part of the vision, how transparency and quality are non-negotiable, and what it really takes to scale in a crowded market. He opens up about culture clashes during mergers, supply chain challenges, leveraging government contracts, the importance of scientific advocacy, and why obsession with the mission is the only way to build a meaningful supplement business. On this episode of DTC POD, we cover: 1. From biotech to consumer: Momentous’s origin story 2. Launching with patented PR Lotion and tackling niche DTC 3. Building trust through scientific research and certifications 4. How elite customer access opened new doors 5. Merging brands & managing team culture in a fast-growth environment 6. Navigating supply chain and inventory during hypergrowth 7. Strategic partnership with Andrew Huberman & other thought leaders 8. The importance of education in category creation 9. Why “democratizing high performance” defines the mission 10. Product differentiation: science, quality, and transparency 11. Learning from DTC mistakes and prioritizing what actually moves the needle 12. Operating with purpose: government contracts and advocacy 13. How to scale from $2M to $36M—and what broke along the way 14. Pricing, margins, and the challenge of premium positioning 15. Advice for founders building differentiated brands Timestamps 00:02:23 Jeff Byers shares his background & the biotech origin of Momentous 00:04:56 Spinning out PR Lotion—bringing elite sports science to consumers 00:07:27 Early traction: from Special Forces to $2,000 Shopify orders 00:09:42 Product results: performance gains, recovery—and why form factor matters 00:13:42 The challenges of commercializing a new supplement and creating a category 00:18:23 Pivoting from a single product: expanding Momentous’s portfolio 00:22:22 Merging with Momentous: culture, team, and cap table challenges 00:26:04 Partnering with Andrew Huberman and rethinking the “athlete” customer 00:30:05 From pro athletes to “life optimizers”: expanding the customer base 00:32:07 How Momentous prioritized clinical research over DTC basics 00:35:36 Funding, team evolution, and scaling pains through hypergrowth 00:38:26 Leveraging government innovation and research contracts 00:39:42 The human cost—what broke during 18 months of rapid growth 00:44:23 Balancing inventory, quality, and margin during scale 00:45:29 Why third-party certification is critical (and how it impacts operations) 00:50:06 Building a flywheel of experts, advocates, and policy impact 00:56:09 Premium pricing: communicating value and targeting the right customer 01:02:07 What’s next: team building, product innovation, and DTC experience 01:07:27 Lessons learned and why trust—and mission—drive lasting growth

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