Cr.01™ is coming to Australia & NZ. Meet the partner making it happen.
When we set out to bring Jenerise Cr.01™ to market, we made ourselves a promise: Australia and New Zealand wouldn't have to wait.
If you've spent any time in the health and wellness space, you'll know the story. A product launches in North America or Europe, generates real buzz, and then… nothing for Australia and New Zealand for another 18 months to two years. Regulatory compliance, supply chain complexity, the sheer distance of it all. There are plenty of reasons it happens. But we didn't want that to be the Jenerise Cr.01 story.
So we moved fast. And we found exactly the right partner.
Introducing Pathway
Cameron Richardson is the General Manager of Pathway, a family-owned healthcare ingredient distribution company that has been operating in the Australian and New Zealand market since 1995. That's 31 years of deep, focused expertise in bringing branded, clinically studied ingredients to the region… first in the nutraceutical space, and more recently in food and beverage and even cosmetic space as well.
This isn't a business that takes on everything. Pathway is deliberately selective. Their model is built around ingredients that come with strong intellectual property, rigorous science, credible branding, and substantiated claims. Commodity ingredients? Not their thing. Cameron puts it simply: they've spent years looking for the right branded creatine partner, and couldn't find one that matched their values, until now.
We connected through Dean Hall, a longtime collaborator of Pathway's who also handles distribution for Jenerise in South Africa. When Dean asked if Australia was on our list, the answer was yes before he'd even finished the sentence.
Why This Partnership Works
What makes Pathway the right fit isn't just their network… it's honestly also their positioning.
Jenerise Cr.01 sits at an interesting crossroads. On one side, creatine monohydrate is a growing ingredient in the listed medicine space, with more product launches happening every year. On the other hand, there's the established sports and active nutrition market, where brands are actively looking for alternatives to commodity ingredients to help them stand out. Pathway operates in both of these worlds, which means Jenerise Cr.01 lands right in the middle of their existing expertise and customer base.
But perhaps more importantly, Pathway understands what we're trying to build narratively. One of the core goals behind Jenerise Cr.01 (and Jenerise more broadly) is to move creatine beyond the gym bag. To take an ingredient with one of the strongest safety profiles in nutrition science and make it something people think about in the context of everyday health, cognitive function, healthy ageing, and longevity. Pathway's clinical rigour and track record in the healthcare space means they can carry that message credibly and compellingly.
If you're a brand or founder in Australia or New Zealand looking to launch with a precision-grade, branded creatine monohydrate, or if you're ready to move away from commodity ingredients, Pathway is who you want to talk to.
You can reach the Pathway team at:
Pathway International on LinkedIn
We're proud to be building this next chapter of creatine together, and we can't wait to see what happens when Jenerise Cr.01 lands in ANZ hands.
We all rise together,
Rachael Jennings | Co-Founder + CBO, Jenerise
