5 Questions for the Next Wave of Creatine Branding
Last week, a friend in Canada sent over a photo via WhatsApp from her local health store. Creatine, lots of it. Tubs, pills, gummies. Dozens of SKUs lined up like soldiers, all saying the same thing: muscle, muscle, muscle.
This isn’t just a Canadian scenario, I’ve seen it myself this summer across Europe and in The UK as well.
On one hand, it’s thrilling. This ingredient I love (this nutrient I believe is foundational for human health) is finally taking up space. The shelves prove it. But as a brand girl, as someone who has spent years obsessing over how we tell stories in wellness, I also felt something else: disappointment.
Because the narrative? It hasn’t changed much in 20 years.
The science has evolved. The demand has exploded. But the way we talk about creatine? Still stuck in the locker room. Still trapped in muscle-only marketing.
So here’s the real opportunity: not more tubs stacked higher, but a new story entirely. A story that speaks to brains, bones, energy, longevity (strength span) and everyday people who might never identify with a flexed bicep on a black label.
Here are five questions I think every brand, founder, or innovator in this space should be asking right now:
1. Who’s still missing from this conversation?
Creatine is a universal nutrient. Every cell in every human body requires it. Yet most branding speaks to young men chasing gains. Where are the products (and messages) for women navigating menopause? Or for parents who want steady energy through the chaos of daily life? Or for professionals who want sharper cognition at work?
2. What does strength actually mean today?
For me, strength isn’t just muscle, but it’s about capacity. It’s the ability to show up, adapt, and keep going. Creatine supports physical power, yes, but also mental clarity, emotional resilience, and recovery. Branding has to evolve with this bigger picture.
3. How do we translate science without diluting it?
The data on creatine is robust. Bone density. Fertility. Brain health. Recovery. Longevity. But the leap from “PubMed abstract” to “shelf-ready message” is delicate. As brand builders, we owe it to consumers to translate without oversimplifying.
4. Are we designing for lifestyle or just for gyms?
Creatine doesn’t have to be another giant tub. What does creatine look like in a format that fits into morning routines, office desks, hiking packs, or family kitchens? Who says it can’t live next to coffee, or kombucha, or skincare?
5. What category is most overdue for a re-think?
This one I’ll throw back to you. When you walk store aisles, where do you see “stuck” stories? For me, creatine is the clearest example right now. But every category has its blind spots. Where do you see room for a reframe?
Creatine is finally becoming mainstream. That’s a win. But if we want it to truly change lives, and reach the people who need it most, we need to move past old tropes and start telling bigger, bolder, more human stories.
The shelves are ready. Are we?
I would love to hear from you if you’re looking to refresh your brand or products to take things to the next level and play a role in shaping the next era of creatine. You can easily email me at rachael@jenerise.com.
We all rise together,
Rachael Jennings | Co-Founder + CBO, Jenerise
