At Babson, we learned the power of design thinking—When it came to starting our own company, the idea of collaborating with fitness instructors, trainers and enthusiasts to create a product line seemed like a no brainer. We thought, let’s invite the people who are going to use our products into the design process. That way we’ll be able to create products that people not only want but are comfortable using. We could find out the kinds of products people are looking for, the ingredients they’re interested in, and the packaging that speaks to them most.
The only thing we didn’t understand was why more companies in the supplement space weren’t doing this.
This simple observation sparked the beginning of our journey to change the way the supplement industry operates. We hope that this shift in mindset can help transform the natural products industry and lead us to safer, more transparent, and more effective supplementation.