Supplement Company Of The Month: Optimum Nutrition

There’s a reason Optimum Nutrition ranks as Bodybuilding.com’s most popular brand. Learn more about this dynamic supplement giant.

Take a poll of members on BodySpace, or consult the throngs of people jammed into a bodybuilding Expo, about their first supplement. Many will answer with a product from Optimum Nutrition.

The company began as Costello's Health Distributors back in 1986. Today's ON provides top-of-the-line supplements in every category, from bars, pouches and powders, to drinks, minerals and vitamins.

Optimum Nutrition Gold Standard 100% Whey is (at publication date) No. 1 on the Bodybuilding.com Top 50 products list, where it has resided for years! ON products take three of the top 10 spots on Bodybuilding.com's list, and 14 of its top 50 store products belong to the Optimum line.

That means 28 percent of the most popular products come from this one company, while a remaining 430 companies split the other 36 top-50 products.

We took a moment to chat with Tim Weigard, ON Communications Coordinator, about what makes the company such a dominator.

Q
How did your company
get started?

Optimum Nutrition was founded in 1986 by two athletic brothers, Mike and Tony Costello.

Optimum Nutrition Gold Standard 100% Whey Protein

Optimum Gold Standard 100% Whey Protein

Optimum Nutrition has raised the standard by which all other whey protein supplements are judged.

Find Optimum 100% Whey Protein on our store.
What made them decide that they should start their own supplement company?

In the mid-1980s, the Costellos felt that sports nutrition products lacked consistent quality. Their mission was 2-fold: to set higher standards and to produce products that mix easily, taste exactly as expected and provide exceptional purity every single time.

Who were some of the important people who helped out in the beginning?

Optimum Nutrition was built on an uncompromising commitment to quality. The people who helped the brand from the beginning were active adults appreciative of ON's attention to detail and innovative formulations.

Their word-of-mouth endorsements continue to attract new customers every day, everywhere around the world.

What are some of your top products right now?

ON has 14 products on Bodybuilding.com's list of the Top 50 Best Sellers. For many years, our No. 1 product has been Gold Standard 100% Whey. It's recognized as one of the world's best-selling whey proteins.

We also introduced the first all-micellar casein, and Gold Standard 100% Casein remains one of the world's best-selling casein proteins.

Other top sellers include Platinum Hydrowhey, Opti-Men and our anytime boost of energy and amino acid support, Essential Amino Energy.

Tony Litton, based in Las Vegas, looks to make big waves in the new Men's Physique Division. He already makes an impact on the industry and sport as a sponsored athlete of ON. He tells us about himself and why ON is the team for him!

Q: Tell us about your fitness
background.

I have been competing in bodybuilding shows since I was 18-years old. Starting October 2011, I switched over to the all new men's physique category.

I won Class B and the overall at the Titans Grand Prix on October 22, 2011, qualifying me for national-level shows.

The following week on October 29, I won Class B again at the Border States in San Diego, Calif. I also competed in the NPC Nationals in Miami in 2011.

Next stop for me is the Jr. Nationals!

What does it mean to you to be a part of ON?

Being a part of Team Optimum Nutrition is a dream come true, not simply because of its great supplements, but because my early choice was ON proteins.

Once I came across the Gold Standard 100% Whey by ON, I haven't looked back. The absorption was great and the results quickly became apparent on my physique.

Since then, I utilized a wide array of Optimum products including, Platinum Hydrowhey, BCAAs, Glutamine Powder, Opti-Men, Essential Amino Energy and the list goes on.

Optimum never sacrifices quality and stands behind its supplements. If it's on the label, it's in the product!

What are your favorite ON products?

My favorite Optimum products are the Platinum Hydrowhey, Platinum Hydrobuilder, Instantized BCAA 5000 Powder, Glutamine Powder, Opti-Men and Essential Amino Energy!

Recovery is one of the most important aspects of building a great physique.

The protein powders, aminos, and vitamins found in these products help repair the muscles during and after tough workouts.

Using these products, my muscles feel full and strong, and are always ready to take on the next challenge!

Why should new customers choose your brand?

Customers can feel safe knowing they take high-quality, no-nonsense products. I also am a big believer in sticking to the basics when it comes to muscle building, and so does Optimum!

When it comes to supplements, it is important to use what works, and I can tell you firsthand that Optimum works.

Whether you are a beginner or advanced, male or female, parent or college student, Optimum has something for everyone.

Are there any new and exciting products you are coming out with soon?

Yes, we introduced new Performance Whey in December. This versatile all-whey protein is designed to mix up easily as a concentrated 3-4 ounce shot or a rich and creamy 6-8 ounce shake, depending on what you're thirsty for.

As a shot or shake, you get 22 grams of whey protein, 5-plus grams of BCAAs and 3-plus grams of glutamine compounds with amazing milkshake taste at a value consumers will appreciate.

We're getting ready to launch Essential Amino Energy Chewables. They're a fast-acting boost of energy with antioxidant and amino acid support, offering take-anywhere convenience.

Have you sponsored any athletes? Is so, what impact have they had on your company and the industry?

We select athletes who are both knowledgeable and approachable. They might be among the top competitors in their sport, but they're all down-to-Earth people who are happy to answer questions and share their insight.

They are also inspirational, because if someone is seriously dedicated to diet and training, we feel they can attain a look similar to our athletes.

Let's say a customer comes to you who is just starting out and can only afford one product. Which one do you recommend and why?

Well, that would depend on their goal. But if you take the most basic goal, which is to improve your level of fitness and the look of your physique, I recommend Gold Standard 100% Whey.

Ideal usage occasions include first thing in the morning, right before and/or right after working out. One shake provides 24 grams of all-whey protein with 5.5 grams of muscle-building BCAAs at just 120 calories, so the recovery support can be applied to just about any type of exercise without a significant impact on even a dialed-in diet.

What do you believe are the best and worst things about the supplement industry?

The popularity of sports nutrition products is at an all-time high. This means that more and more people are reaching their goals with the help of various products. That's a positive development.

Helping people achieve goals is what we're all about. What other companies do is beyond our control. Optimum Nutrition's focus is on helping active adults realize their full potential.

Before we wrap this up, is there anything else you would like to share or is there anyone you would like to thank or give a shout out to?

For answers to diet, training and sports nutrition questions, updates about sampling sessions as well as new product announcements and giveaways, follow @Team_Optimum on Twitter and "friend" us on Facebook.


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