From Startup Hustle to Transparent Growth
John Williams’ entry into sports nutrition wasn’t glamorous—it began with a small retail shop during college and quickly shifted into brand building. What stood out early was his ability to spot industry gaps and act fast on them. He saw sameness on shelves, leveraged early e-commerce, and doubled down on clean, clinically dosed supplements. Those instincts ultimately led to his acquisition of Transparent Labs in 2020, now the fastest-growing brand within Nutra Holdings.
For NuLiv Science, that story resonates. Just as Williams built success by seeing what the market was missing, NuLiv has done the same in the nutraceutical ingredient space—developing proprietary, clinically researched ingredients that help brands like Transparent Labs stand apart.
Scaling With Systems and Strategy
Running multiple brands requires more than hustle. To manage growth, Williams implemented the Entrepreneurial Operating System (EOS)—a framework that breaks long-term goals into quarterly “rocks” and weekly accountabilities. This approach helped Nutra Holdings scale Transparent Labs supplements into a dominant direct-to-consumer (DTC) brand while keeping Jacked Factory profitable on Amazon.
The takeaway for brands and formulators? Growth requires discipline. Just as NuLiv invests in clinical research to validate ingredients, Transparent Labs invests in organizational systems that keep every department aligned—from product development to sports nutrition marketing to retail expansion.
Authentic Partnerships Over Paid Hype
Unlike many supplement companies that churn through athlete contracts, Transparent Labs builds long-term athlete partnerships. Hafþór Júlíus Björnsson, Icelandic strongman, has represented TL since 2020, bringing credibility from the strength sports community. Meanwhile, golfer Rory McIlroy created an organic viral moment when he was spotted eating a Transparent Labs protein bar on the 18th hole of the Masters.
These moments aren’t scripted—they show that Transparent Labs products resonate authentically with elite athletes who choose them outside of sponsorship deals. Björnsson’s loyalty underscores a principle NuLiv also stands behind: trust is earned through results, not just marketing.
Why Ingredient Innovation Matters
What separates Transparent Labs supplements from commodity brands is its commitment to transparency and science-backed ingredients. Competing in saturated categories like protein powders and pre-workouts requires differentiation. That’s where clinically validated nutraceutical ingredients come in. To read more about how Transparent Labs sets the standard for clean formulas, click here.
NuLiv Science’s portfolio supports this strategy:
- AstraGin® → Improves nutrient absorption by upregulating intestinal transporters, supporting gut integrity, and enhancing bioavailability.
- Senactiv® → Supports muscle energy, regeneration, and faster recovery, making it relevant for both elite athletes and active aging.
When paired with Transparent Labs’ clean-label philosophy, these ingredients deliver not just formulas but formulas with proof. That credibility is what earns repeat customers in a crowded market.
Lessons for Entrepreneurs: Find the Arbitrage
Williams often advises new founders to avoid the “gladiator pit” of oversaturated categories. Instead, success comes from arbitrage opportunities—less competitive channels or markets that others overlook. For Nutra Holdings, it was early adoption of Amazon and direct-to-consumer marketing. Today, he points to TikTok supplements marketing or Amazon Canada as untapped opportunities.
It’s the same mindset NuLiv applies: instead of producing generic ingredients, we focus on exclusive, science-first compounds that give our brand partners a competitive edge. Both approaches prove that real growth comes from building in spaces where you can win on differentiation, not just volume.
The Bigger Picture: Science + Storytelling
Transparent Labs shows that supplement brands can scale when they combine operational discipline (EOS), authentic storytelling (athlete partnerships), and clinically validated ingredients.
For NuLiv Science, this partnership underscores a shared vision: helping brands build trust and loyalty through evidence-based innovation.
Key Takeaway
Transparent Labs isn’t just another supplement brand. Under John Williams’ leadership, it has become a case study in how modern brands can scale responsibly—with the right systems, authentic ambassadors, and cutting-edge science driving every formula. And with NuLiv Science’s clinically validated ingredients powering that growth, it’s clear that the future of supplements lies at the intersection of transparency and innovation.
FAQs
Q1: What makes Transparent Labs different from other supplement brands?
Transparent Labs focuses on clean, clinically dosed formulas with full label transparency. This commitment to authenticity, combined with partnerships with athletes like Hafþór Júlíus Björnsson and Rory McIlroy, sets the brand apart in sports nutrition.
Q2: What ingredients from NuLiv Science are used in Transparent Labs products?
Transparent Labs leverages NuLiv’s proprietary ingredients such as AstraGin®, which enhances nutrient absorption, and Senactiv®, which supports recovery and endurance.
Q3: Why is AstraGin® important in supplement formulations?
AstraGin® improves the bioavailability of nutrients like amino acids, creatine, and vitamins. By enhancing absorption, it helps consumers get more out of the supplements they already take.
Q4: How does Senactiv® improve exercise performance?
Senactiv® promotes muscle regeneration, reduces oxidative stress, and supports energy production by maintaining mitochondrial health. This makes it beneficial for athletes, fitness enthusiasts, and even healthy aging.
Q5: What advice does John Williams give to new supplement entrepreneurs?
Williams emphasizes avoiding saturated categories like protein powders or pre-workouts and instead finding arbitrage opportunities in emerging channels like TikTok supplements marketing or Amazon Canada.
Q6: How do Transparent Labs and NuLiv Science share a common vision?
Both companies believe in science-backed innovation and transparency. Transparent Labs uses NuLiv’s clinically validated ingredients to ensure credibility and performance, aligning with NuLiv’s mission of creating evidence-based nutraceuticals.
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.