100 1 25 25 bodybuilding.com
Bodybuilding.com Information Motivation Supplementation
in:

Bodybuilding.com Supplement Company Of The Month: Top Secret Nutrition

The founders of Top Secret saw an opening in the market and took it. See how their business model diversified their folio.

Supplement companies start up for myriad reasons. Sometimes it's a former pro with a niche in want of expansion and other companies stomp a foot in the door because they found a door and happened to have a big foot.

Top Secret Nutrition follows the second course. It saw a void in the industry and sought to fill it. The company doesn't pigeonhole itself though. It is expanding like the muscles of a well-disciplined weightlifter. Tom Richardson and his crew are just getting started. You don't have to wait to see how this company advances. It's happening already, and that's no secret. That's why we congratulate Top Secret Nutrition as the December Supplement Company of the Month!

Name: Top Secret Nutrition
Website: www.topsecretnutrition.com
Facility Locations: Miramar, Florida
Founder/CEO: Tom Richardson, David Zinn, Augusto Vidaurreta
In Operation Since: January 2011
Product List: Cardio Igniter, Natural-T, Astravar 2.0, XAT-7, Creavar, BCAA Hyperblend, L-Carnitine Raspberry Ketones, 100% Whey Protein, Fish Oil/CLA Combination

Q
Please tell our readers how your company started.

This question has a couple of answers:

  1. From a business perspective, my partners and I who have started and sold many successful businesses felt there was an opportunity to create something special in the nutraceutical supplement space and apply our business methodology to succeed in this industry.
  2. From an application perspective,creating products that help people look, feel and perform better was an exciting opportunity that we all felt passionate about.
What made you decide to start your own supplement company?

Again a few answers:

  1. The dietary supplement industry is exploding worldwide.
  2. The industry is fragmented, allowing for new companies to compete quickly.
  3. Based on our research there was/is a need for a company that intelligently spans across sports nutrition, weight management and health and wellness to reduce the amount of brand hopping that consumers have to go through when looking for supplements.
Tell us a little more about yourself and your background in the industry?

I have an M.B.A. from the University of Miami and started my business career with Arthur Andersen in their consulting division. After leaving Andersen, I opened my own computer consulting business with my current business partner Augusto Vidaurreta. We eventually sold the business to a public company. This is where we fine tuned our business strategy that has been used in all of our ventures which include: banking, plastics, restaurants, computer consulting, real estate, and hotels. We eventually packaged this business strategy into a book called Business is a Contact Sport, which made the New York Times best-seller list. As for the supplement industry, I have always been a fitness enthusiast and a bit of an amateur biochemist. I love scouring through clinical studies and researching the latest in ingredients and then working with scientists to create unique and effective supplements. Additionally, my wife Kristal is an IFBB pro figure competitor, so we both have a passion for fitness.

What are some of your top products right now?

We have several products that define us, depending on the consumer, but if I was to pick one, it would be the Cardio Igniter™. This is a unique product that enhances aerobic capacity and stimulates fat burning, and helps spare lean muscle. Everyone who does cardio exercise should use this product. The reviews on it are spectacular.

Are you coming out with any new and exciting products in the near future?

We have several cool products coming out:

  1. Energizing Whey: this is where energy drink meets whey protein. The first flavor is a delicious mocha that is refreshing and energizing.
  2. Razergy™: this is a 2-ounce shot consisting of raspberry ketones, green coffee extract and caffeine. If you are going to take an energy shot, take one that burns fat as well.
  3. BCAA Hyperblend Energy: a powdered stimulant version of our current BCAA Hyperblend capsules. The taste is incredible and it gives you an energy boost as well.
Let's say a customer is just starting a fitness regimen, can only afford one product, and he/she comes to you. Which one supplement do you recommend? Why?

The Cardio Igniter™ - you can use it pre-workout, pre-cardio, during the day, really anytime. It gives you energy, endurance, burns fat, protects lean muscle, and is delicious.

Cardio Igniter

Cardio Igniter

If your goal is to support your best performance and get ripped while doing it, the Cardio Igniter™ is the product that can help.*

Find Cardio Igniter on our store.
What do you believe are the best and worst things about the supplement industry?

Good question, I would have to say the best things about the industry have to do with developing products that help people be better in every way, it is rewarding. The worst things about the industry have to do with consumer awareness. We can build the best product in the world, but if the consumer does not know about it, then it does not do us or them any good. It's very frustrating at times.

What separates your company from all the others in the industry?

One aspect would be our focus on fueling active lifestyles across sports nutrition, diet and weight management, and health and wellness. We believe that it is important to support the active individual not only inside the gym but outside. Another differentiator is our philosophy not to build "me too" products. Even with the simpler products we like to combine synergistic ingredients to create unique and effective attributes. For example: our successful L-carnitine plus Raspberry Ketones liquid caps. They're simple, but unique. And finally, no one will out science us. We pride ourselves on being in touch with the latest nutraceutical science and applying it to our product development.

L-Carnitine Plus Raspberry Ketones

L-Carnitine Plus Raspberry Ketones

We believe that l-Carnitine and Raspberry Ketones may work synergistically from a weight management perspective.

Find L-Carnitine Plus Raspberry Ketones on our store.
Ethics are important to supplements buyers, what does your company do to ensure ethical standards?

Integrity drives our business philosophy, because integrity is the key to longevity. From safe, quality ingredients to label claims we believe in doing it the right way, and sometimes that costs more and takes longer, but, we are in this for the long term. Every business we have built has been based on a solid foundation of ethics.

Does Top Secret Nutrition perform its own research? How much will science guide your future?

Science does drive our business from start to finish. The "secret" for us is to match science to consumer demands. How we do that is Top Secret.

Supplement purchasing can be confusing for consumers, how do you present products without suffocating them with a deluge of scientific language? Can it be simplified?

Well you have different consumers, some want the deluge so you need to provide it, but not at the expense of someone who just wants the highlights of the product and how it works. We believe that our marketing material is a good blend of both. We still feel that there is a huge opportunity to educate the consumers and that an educated consumer will push up demand.

Before we wrap this up, is there anything else you would like to share? Is there anyone you would like to thank or give a shout out to? Where do you go in the future?

We give a shout out to the team at bodybuilding.com. They have been instrumental in our rapid growth and success. We consider them all family. They are the definition of a true business partner.

* These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Bookmark and Share

Related Articles

About The Author

Learn about the different people and companies that make up this great industry!

RATE THIS ARTICLE
POOR
  • 1
  • 2
  • 3
  • 4
  • 5
  • 6
  • 7
  • 8
  • 9
  • 10
EXCELLENT
OVERALL RATING
N/A

Out of 10

0 Ratings

15

Comments

Showing 1 - 15 of 15 Comments

(5 characters minimum)

      • notify me when users reply to my comment
revoo

Rep Power: 0

  • rep this user
revoo

for the pose.......... WOW!

Dec 22, 2012 3:13am | report
alex192

Rep Power: 0

  • rep this user
alex192

I was thinking the same thing that's gnarly!

Dec 22, 2012 12:32pm | report
BlueRev

Rep Power: 0

  • rep this user
BlueRev

Aww yea

Dec 22, 2012 4:47pm | report
jkh25

Rep Power: 0

  • rep this user
jkh25

Top Secret Nutrition products are AMAZING! I have tried a few of them and absolutely loved them.

Dec 22, 2012 5:05pm | report
blw070473

Rep Power: 0

  • rep this user
blw070473

Congrats TSN for being chosenas supplement company of the month here on bb.com. TSN products are great and they work as advertised.

Dec 22, 2012 5:15pm | report
brazilianbadboy

Rep Power: 0

  • rep this user
brazilianbadboy

TSN = Amazing! Congrats on company of the month!

Dec 22, 2012 7:23pm | report
kratoscomm

Rep Power: 0

  • rep this user
kratoscomm

Cardio Igniter is a great product. I like TSN a lot.

Dec 22, 2012 7:32pm | report
liftersRus

Rep Power: 0

  • rep this user
liftersRus

Congrats TSN and BlueRev!!

Dec 22, 2012 8:54pm | report
jubjubrsx

Rep Power: 0

  • rep this user
jubjubrsx

Love cardio igniter, cant wait to try more products the energizing whey sounds interesting.

Dec 22, 2012 11:21pm | report
KwayZee

Rep Power: 0

  • rep this user
KwayZee

Awesome! Razergy sounds awesome!

Dec 23, 2012 6:25am | report
biggrock22

Rep Power: 0

  • rep this user
biggrock22

Great to hear....If you have not tried Top Secret Nutrition products yet ,get on board.
Awesome products that wont disappoint you.

Dec 23, 2012 4:54pm | report
obey46

Rep Power: 0

  • rep this user
obey46

TSN is doing it big!

Dec 23, 2012 5:01pm | report
andrew450r

Rep Power: 0

  • rep this user
andrew450r

Energy whey sounds sweet!

Dec 24, 2012 12:45am | report
Litho18

Rep Power: 0

  • rep this user
Litho18

TSN is taking over! Also, Tanya E. is my hero.

Dec 24, 2012 4:06pm | report
EricG2006

Rep Power: 0

  • rep this user
EricG2006

Great company! I take there L-Carnitine product. Still need to try Cardio Ignitor. There upcoming supplements sound very promising!

Jan 9, 2013 1:47pm | report
  • Body Stats
  • ht: 14'10"
  • wt: 178.5 lbs
  • bf: 11.7%
Showing 1 - 15 of 15 Comments

Featured Product

Give Us Feedback:
Report A Problem
Site Feedback
Follow Us:
Twitter
Facebook
RSS Feeds
Bodybuilding.com Newsletter

Receive exciting features,
news & special offers from Bodybuilding.com