Like many of you, I have been a consumer in the sports nutrition industry since I started lifting weights. Not long after I, like most fitness enthusiasts, started purchasing and researching supplements. However, I was quickly disappointed by the options that existed. Almost everything I came across seemed to be dosed inappropriately, marketed unrealistically, or contained obscure jargon on the supplement facts label. (Take a second to think about how many times have you read a label that has a simple ingredient such as an amino acid or catecholamine hidden behind a proprietary blend or chemical name that may be confusing or misleading). Also, how many times do you notice flashy labeled supplements on a shelf when whats inside the bottle is the same as what you can get for half the price?! Many times the materials other than the actual product you want is what you end up paying the most for! As a Certified Sports Nutritionist (CISSN), Strength and Conditioning Specialist (CSCS), college graduate in Nutrition, and soon to be Masters graduate in Sports Nutrition, I have been involved in the market, and can see through the embellished marketing claims and deception. To be quite honest I have continually been left wanting more and waiting for a company that prioritizes performance, not profit margin. In reality most companies today are heavily marketing-driven and do not focus on what passionate individuals really want, products that are complete, honest, and based on actual scientific literature, not hype. After I became fed up with buying single ingredient products from numerous different manufacturers and creating my own mixtures, I began formulating supplements for myself. I set out with the goal of purchasing and producing actual formulas that work and are comprehensive (no fluff). I am happy to say that this process grew from making supplements for myself, to now being able to offer them to other driven individuals that have the same goals in mind as I do; pushing the limits on human performance. Most of the industry today is focused on the micro level, filling products with unnecessary minerals, vitamins, or under-dosed compounds that allow them to create cheap formulas while making multiple label claims. De Novo Nutrition is focused on the macro level, utilizing compounds that are dosed appropriately, create a quantifiable physiological effect, and most of all will continually be tested to ensure they are doing what they are intended to do. If a product does not meet or exceed my performance or laboratory marker expectations it will be removed from the line. I am here for the same reasons as you; to continually improve myself and the bodybuilding/powerlifting/performance enthusiast community. I encourage you all to check out the variety of features on the website. There are numerous free programs, links, and resources that are continually being added and updated. Please, if you have any questions or suggestions do not hesitate to contact me at email@example.com.