PJ Braun talks about the oversaturation of supplement companies and how to find the best fit for your needs.
The supplement industry is vastly different today than it was decades ago. What was once a field dominated by a few massive companies is now filled with thousands of brands. It’s to the point where it’s hard to know who to trust and what’s the best brand to go with. Furthermore, for the companies it’s become harder to stand out and find big success. In our latest GI Exclusive interview, PJ Braun details how most supplements are the same and that real success comes from marketing.
PJ Braun’s Blackstone Labs is a supplement company that has gone on a rollercoaster ride over the past decade. In 2019, the company was indicted by the FDA and accused of selling illegal substances in their products. Their warehouse was raided and the future of the company was uncertain. Ultimately, Blackstone Labs was cleared and returned to form. You can get an inside look of the whole story in our digital series – The Muscle Mogul.
Beyond that, Blackstone Labs has been focusing on growth and standing out in the saturated supplement market. How do they do this? What’s the key to not only surviving but thriving? That’s what we asked PJ Braun during our sit down interview. We wanted to get more of an inside view on what the future holds for not only Blackstone – but for the supplement industry in general.
The key point PJ Braun makes is that most supplements are not that different between companies. Yes, there are misleading labels, protein spiking, etc. But if you do your diligent research and find honest transparent companies, beyond that the supplements are all mostly the same. According to PJ, when a supplement company claims they’ve “improved on a formula” it’s likely not much of a difference between what you’re already taking.
So how does a company stand out and prevent itself from falling into the pool of other small to midsized supplement brands? The key, PJ Braun explains, is all in the marketing. Specifically, in creating the right messaging on how to use the supplements for the best result. If you can connect with the fans directly on how to succeed best with their supplements – they will trust your brand more. That trust will make them stick by you, recommend you, and ultimately help you grow into a standout brand.
We also briefly discuss the seeming shrinkage in size at bodybuilding expos. PJ Braun discusses how the digital era makes it harder for companies to justify the massive price tag of having a booth at Olympia or the Arnold Classic. Perhaps as time passes further, it will be less important for a brand to be present at a massive expo. The world has gone digital. People expect less to be in stores or in person for their purchases.
You can check out PJ Braun’s full comments in our latest GI Exclusive segment interview above!