6 min read

When people talk about innovation in the supplement world, they often focus on flashy packaging, influencer endorsements, or viral TikTok trends. But the true innovation happens behind the scenes — in research and development.

At Crush It Brands, home to Core Nutritionals, Merica Labz, Unmatched Nutrition, and MYOBLOX, product development is rooted in science, collaboration, and a relentless drive to improve performance and wellness outcomes.

We sat down with Dave Rynecki, Director of R&D at Crush It Brands, to talk about how his team approaches new formulations, balances trending ingredients with validated science, and pushes the boundaries of what performance supplements can be.

Building Better Formulas: The R&D Mindset

Rynecki starts most mornings like many of his customers — with a workout. “It sets the tone,” he says. “After that, it’s emails, formulation calls, supplier updates, and label work. Every day is about problem-solving.”

As Director of R&D, he manages everything from ingredient sourcing and flavor development to scientific review and brand differentiation.

“Each brand has its own identity,” he explains. “Core Nutritionals is all about clinically dosed performance. Merica Labz leans into personality — it’s funny, patriotic, but still functional. Unmatched Nutrition focuses on longevity and healthspan.”

The Longevity Shift in Performance Nutrition

The wellness landscape has evolved. The modern athlete — whether they’re a powerlifter or a busy professional — wants to perform longer, recover faster, and stay healthy doing it.

“Longevity used to mean anti-aging,” Rynecki says. “Now it means functional performance — maintaining energy, muscle quality, and recovery as you age.”

Now, formulas go beyond traditional sports supplements, targeting cellular health, mitochondrial energy, and metabolic efficiency — areas once reserved for the biohacking or functional medicine crowd.

A major part of this strategy comes down to clinically validated ingredients that deliver measurable results. One standout is Senactiv®, a natural blend of Panax notoginseng and Rosa roxburghii, studied for its ability to support muscle energy, endurance, and regeneration.

“Senactiv® is one of those ingredients that bridges performance and longevity,” says Rynecki. “It’s backed by human data and delivers on both recovery and output. That’s exactly what modern athletes want.”

The Peptide Era — Balancing Trend and Science

Peptides are one of the most searched supplement categories of 2025. From muscle repair to stress management, social media is full of peptide claims. But as Rynecki points out, popularity doesn’t always equal credibility.

“It’s easy for a trend to outpace the research,” he says. “You’ve got influencers talking about peptides that have barely been tested in humans. That’s where R&D has to filter out noise and focus on data.”

At Crush It Brands, peptides are treated as a scientific opportunity, not a marketing gimmick. Rynecki’s team is developing peptide-based formulas in categories like sleep, relaxation, and mood — using compounds that are supported by human clinical data.

“It’s not about being first — it’s about being right,” he adds. “Our job is to make sure that when a product launches, it’s safe, effective, and actually works.”

Chasing Trends vs. Building Longevity

Even the best R&D teams feel pressure to follow trends. But Rynecki’s philosophy is simple: not every trend deserves a place in the formula.

A good example is flavored creatine. “For years, everyone said creatine had to be unflavored,” he laughs. “Then flavored creatine exploded, and we realized, ‘Why didn’t we do this earlier?’ But the key difference — it didn’t change the function, it just made it more enjoyable to use.”

That’s how Rynecki approaches all formulation decisions — trend meets function, always backed by science.

The Power of Clinical Validation

For Rynecki, one ingredient that perfectly embodies that philosophy is AstraGin®.

“AstraGin® is everywhere — and for good reason,” he says. “It’s clinically validated to enhance nutrient absorption. That means every other ingredient in your formula performs better.”

Derived from Panax notoginseng and Astragalus membranaceus, AstraGin® works by upregulating nutrient transporters in the small intestine, improving the bioavailability of amino acids, vitamins, and herbal extracts.

“Whether it’s a pre-workout, recovery product, or multivitamin, AstraGin® just makes sense,” Rynecki says. “We use it because it’s proven, and NuLiv Science continues to back it with new research. That kind of consistency matters.”

Ingredient Reputation = Brand Credibility

Ingredient branding has become a powerful tool for supplement companies. Consumers are more educated than ever, and seeing a trusted logo like AstraGin® or Senactiv® signals quality.

“When customers recognize an ingredient, it builds trust instantly,” Rynecki says. “It tells them the formula isn’t just thrown together — it’s made with validated science.”

Crush It Brands leverages that recognition not just for marketing, but for storytelling. “When we can showcase data-driven ingredients, it reinforces who we are,” he adds. “It tells retailers and consumers that our products are worth their time.”

NuLiv Science’s focus on ongoing clinical studies, transparency, and R&D support strengthens that relationship even further.

Collaboration and Continuous Innovation

The future of supplement innovation depends on partnerships between formulators, researchers, and ingredient developers. Crush It Brands and NuLiv Science are a strong example of this ecosystem in action.

“We’ll continue to use AstraGin® and Senactiv® because they fit our mission,” Rynecki says. “They’re scientifically validated and align with the direction of performance and longevity.”

He hints that the next big focus area for Crush It’s R&D is sleep and recovery optimization — specifically, a peptide-infused relaxation formula that also supports mood balance. “It’s going to be one of the best-tasting and most functional products in its category,” he says.

This mirrors a broader trend in the industry: wellness-focused performance. Ingredients like Zylaria®, which supports relaxation through GABA modulation and improved sleep quality, are shaping a new generation of products that combine mental restoration with physical recovery.

Science Is the Differentiator

In an industry flooded with claims of “innovation,” Crush It Brands stands out because its R&D is driven by science first — not social trends.

“At the end of the day, my job isn’t to make a product that just looks good,” Rynecki says. “It has to perform — in the gym, in recovery, in life.”

That’s the future of supplements: evidence-based formulations designed to help people perform better, feel better, and age better. From AstraGin®’s nutrient-absorption support to Senactiv®’s muscle-renewal properties, Crush It Brands is proving that innovation grounded in research is what truly endures.

Frequently Asked Questions

1. What makes Crush It Brands different from other supplement companies?
Crush It Brands stands out for its commitment to clinically validated ingredients and in-house R&D. Every product is developed with scientific backing, ensuring efficacy and transparency across all four brands: Core Nutritionals, Merica Labz, Unmatched Nutrition, and MYOBLOX.

2. What is AstraGin® and how does it work?
AstraGin® is a patented compound derived from Panax notoginseng and Astragalus membranaceus. It enhances nutrient absorption by increasing transporter activity in the small intestine, improving the bioavailability of amino acids, vitamins, and herbal extracts.

3. What are the benefits of Senactiv®?
Senactiv® supports endurance, recovery, and muscle regeneration by promoting mitochondrial renewal and reducing exercise-induced fatigue. It’s ideal for athletes and active individuals looking to optimize performance and recovery.

4. Are peptide-based supplements safe?
Peptides can be safe and effective when formulated with clinically tested ingredients. Crush It Brands focuses only on peptides with human research behind them, ensuring compliance and safety across all products.

5. How does NuLiv Science support brands like Crush It?
NuLiv Science partners with leading formulators to provide research-backed ingredients like AstraGin®, Senactiv®, and Zylaria®. Their clinical studies, technical documentation, and ongoing R&D help brands deliver more effective, transparent, and compliant products.

6. What trends are shaping supplement R&D in 2025?
The biggest shifts include the rise of longevity and healthspan supplements, the fusion of performance and wellness, and growing consumer demand for transparency and clinical validation.

If you’re a brand looking to strengthen your supplement formulations with clinically validated, transparent, and science-backed ingredients, we’d love to connect. Reach out to our team today to learn how NuLiv Science can help you bring trusted, effective, and innovative products to market.

Contact us here.