LFGummy! A Creatine Gummy Takes Off
Dan McCormick started Create, the world’s first creatine gummy company in late 2022. He’s sold $3 million worth of gummies in his first 300 days.
Dan had taken creatine for years and thought the benefits were great. He found only 2% of people took the supplement even though it had benefits for people that weren’t body builders or professional athletes.
It looked like it had the hallmarks of a good business:
People could take it everyday
Recurring revenue through subscriptions
Potentially high margins
Most brands were not doing a great job of reaching less traditional audiences
But what’s better than creatine? Easy to consume creatine!
So he reached out to gummy manufacturers… And it didn’t go so well. He hit a wall after reaching out to 25 manufacturers and was told it was impossible.
But he kept looking and eventually found a supply chain consultant who helped him find a manufacturer who was willing to undertake it as an R&D project. Four months later they had their prototype!
Dan leaned into female fitness influencers who were willing to try the product. Now their sales are 75% female and in the recent Vitamin Shoppe Trend Report it was noted that new customers are starting to take creatine, “extending beyond bodybuilders and gym rats to women, older shoppers and even vegans.”
So what can you do with this information?
You can go on with your day. Or you could follow Dan on X and revel in all the details he shares. Like:
His return on ad spend (ROAS) when he was at $2 million in sales
His contribution margin in September
His interesting takes on DTC and venture capital
The problems with his original product
How he made it better
Or you could look for a supplement that would work in gummy form. Fiber? Done, but for some reason my Costco just has the powder now. Magnesium? That’s one that’s growing…
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