Back in Barcelona for Creatine 2.0
In 1992, I helped get the very first creatine tablets into the hands of athletes at the Olympic Games in Barcelona. I was working closely with strength coaches and trainers who were searching for something new… something that could unlock REAL results. Creatine, at that time, was barely a whisper. But Dr. Roger Harris, Dr. Eric Holtman, and I; we believed in it. We found a way to get it to the athletes through the training staff, and it sparked a movement that hasn’t stopped since.
Last week, I went back to that very place; the parks and the hills around the Olympic Stadium in Barcelona but this time with my daughter Rachael, who was born that same year. And now she’s not just walking those steps with me, she’s building this next chapter by my side.
She’s the co-founder of our new company, Jenerise (the evolution of everything that started 33 years ago.) And when we found out that Vitafoods was coming to Barcelona for the first time ever, in the same year we were set to launch Jenerise, we knew it was fate. We had to go back. It was one of those rare, full-circle moments that life hands you when you’re paying attention.
Being back there together (where it all started) brought something deeper to this launch. Jenerise isn’t just a rebrand or a new logo. It’s a return to what matters, and a new way forward. It’s built from experience, trust, and science. It’s built for today’s world, but with the energy that kicked this all off in the first place.
We’re calling it Creatine 2.0: and this marks the next chapter in our mission, building a company with one clear goal: to get creatine to as many people as possible.
Jenerise is for the ones who still want MORE… more life, more energy, more clarity. No matter your age. This is about modern health, performance, ageless vitality, and staying all-in. Whether you’re training, working, parenting, or just staying sharp, creatine is one of the most researched and powerful nutrition tools out there. It’s time the world saw it that way.
We’re already developing some game-changing science-backed product concepts across; ready-to-drink, ready-to-eat, and innovative no mess ready-to-mix formats, making creatine easier to access and more relevant for daily life.
Some stories take decades to write. This one started in Barcelona in 1992.
And last week, it started again. Same place, same purpose, new generation.
We are creatine,
Steve Jennings | Co-Founder + CEO, Jenerise
