NORTH Performance Opens Pre-Orders After Unplanned Viral Surge
When actor Scott Eastwood discussed his supplement brand on The Joe Rogan Experience, the resulting surge in traffic forced NORTH Performance to open pre-orders months ahead of its official debut. The company, which relies on equity-holding athlete co-owners rather than paid ambassadors, is now preparing for a September 2026 rollout.
The brand, co-founded by orthopedic surgeon Dr. Masi Reynolds, centers on a two-part daily regimen: Foundation, an effervescent tablet, and Ultra, a performance stack. Unlike many competitors in the saturated supplement market, NORTH emphasizes clinical dosing and full ingredient transparency. Production takes place at Factory 6 in Lindon, Utah, an NSF-certified and FDA-compliant facility.
CMO Paul Oliver attributes the company's momentum to its unique ownership structure. Because the founding roster—including elite athletes and public figures—holds equity in the business, their endorsements are unscripted and organic. This model aims to capture a broad demographic of active adults, ranging from professional fighters to recreational trail runners. Beyond the product itself, the company has pledged one percent of its annual revenue to environmental nonprofits through its membership in 1% for the Planet.
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