[Editor's Note: As part of our ongoing "Inside Look" series of interviews, we've been sitting down and discussing the current and future challenges facing the supplement industry with some of the industry's most influential leaders. This week, we're privileged to speak to Cory Gregory, MusclePharm Co-Founder and Executive Vice President. Cory's "Training Madness Series" was a huge hit with our readers last year, and he always has plenty to say about the state of supplement science and retailing. Cory's enormous following on social media (almost half a million people on Twitter alone) ensures that his opinions hold considerable sway in the field. Of course, the claims and opinions expressed in this article are Cory's own.]
ProSource: Welcome back to ProSource, Cory! Can you state the basic philosophy of your company and how it translates into the manufacturing and marketing of your products?
Cory Gregory: Plain and simple, we wanted to develop safe products that are also highly-effective so that all athletes from all different sports feel good about taking MusclePharm. It's easy to market something that you know will work, but is also safe long-term. We combined that with a color scheme that stands out and highly-visible television exposure with the UFC to create a brand that appeals to consumers from every direction.
Cory Gregory: The combination of taste, effectiveness and science sets MusclePharm apart. We're the only company with an in-house Research and Development facility and Sports Science Center that help us stay on the edge of -- and sometimes break through the edge of -- science. Our athletes work out in our Sports Science Center while testing our products, which helps our doctors receive real-time feedback. Once again, athletes give our doctors their take on things like taste and product consistency. If they wouldn't want that same flavor every day, for instance, we want to know so we can tweak the taste before marketing to consumers.
ProSource: Briefly describe a recent promotion or product launch your company undertook and why that promotional was successful.
Cory Gregory: We recently relaunched our Assault pre-workout product late last summer after coming up with a new and improved formula. To relaunch your highest-selling product is extremely tricky. But between the research, scientists and the application we were able to find the correct formula that represented a strong upgrade in the product. With that, Assault didn't miss a beat and the uniqueness of the new formula was captured through a very successful YouTube campaign that covered what went into improving Assault.
Through heavy sampling, a lot of online promotion and educating consumers through videos and interaction, the launch ended up being very successful.
Cory Gregory: The trade shows and expos are extremely important to the growth of the company because we live this life and look forward to the interaction with the fitness community. We get to talk and interact with so many people and that is invaluable. We get real-time feedback with the brand and that has paid huge dividends. Every trade show we do, it becomes more and more evident that #mpnation's loyalty is at an extremely high level.
ProSource: What does your company do to ensure ethical standards?
Cory Gregory: Our Quality Control protocol, medical board and research scientists are part of a checks and balances team that is second to none in this industry.
We will not allow something to go out our door if it's not double-tested at the highest level of efficacy.
ProSource: 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?
Cory Gregory: Depending on what their goals are, I would either recommend Assault or Combat. If they're a novice to weightlifting in general, I would always recommend Combat because it contains no stimulants and is a high-quality protein powder. If it's someone that's already worked out previously and is just getting back into it, I usually recommend Assault.
ProSource: Thanks for visiting, Cory!
Do you have a question for Cory Gregory? Enter it in the comments field below and we'll forward it on to him for an answer.