Cutting Through the Noise in Modern Wellness

I’ve been around this industry long enough to see cycles come and go. New ingredients, new promises, new trends… all flashing in and sometimes fading fast. But through all of it, one constant has quietly done the work, decade after decade: creatine.

I first introduced creatine to the world in 1992, back when the conversation was all about performance. Í’m talking speed, strength, power. The Barcelona Olympics were its debut stage, and for years, that’s where the story stayed. But as our understanding of health has evolved, so too has creatine’s role. It’s no longer just about athletes in training camps. It’s about everyone who wants to sustain energy, preserve vitality, and keep doing the things that make life worth living.

What’s fascinating is that despite over 30 years of research, creatine is still surrounded by confusion. The science is solid, yet the story hasn’t caught up. Many people still think of it as a “gym supplement,” something reserved for young men chasing muscle mass. In reality, creatine sits at the intersection of physical and cognitive performance, bridging what we know about exercise physiology with what we’re learning about brain health, longevity, and resilience.

At its core, creatine is about energy, the literal fuel that powers every cell in the body. It supports the regeneration of ATP, the body’s main energy currency. When your ATP system is strong, your muscles recover faster, your brain stays sharper, and your ability to perform (in work, life, and movement) stays high. When it’s depleted, you feel it everywhere.

This is why creatine has transcended the gym. Today, it’s being studied for its role in supporting cognitive function, hormonal balance, bone health, and even healthy ageing. Emerging data links consistent creatine use with better memory retention, improved processing speed, and resilience under stress. It’s becoming increasingly clear that this isn’t just about athletes; it’s about the everyday person trying to maintain energy and focus in an overextended world.

And yet, the myths persist. I still hear people ask whether creatine is a steroid (it isn’t), whether it’s harmful to the kidneys (it’s not, when used correctly), or whether it’s just for men (absolutely not). The irony is that creatine is one of the most studied nutritional compounds in existence. It’s been clinically tested across age groups, genders, and lifestyles, and the results are consistent: it works, it’s safe, and it’s beneficial for far more people than the industry has ever marketed to.

This gap, the one between science and public understanding, is both a challenge and an opportunity.

At Jenerise, we believe creatine isn’t a niche supplement anymore. It’s a foundational nutrient and something that belongs in the broader conversation about energy, longevity, and daily performance. But to make that shift, we have to change the narrative and the formats through which it’s delivered.

Consumers don’t want to scoop powder into a shaker every morning. They want convenience, taste, and trust. They want to understand not just what something does, but why it matters. That’s where the next wave of innovation is happening: functional beverages, fortified foods, and wellness routines that make creatine part of daily life rather than a gym ritual.

And for brands, retailers, and partners in the wellness ecosystem, this is where the real growth lies. The creatine market isn’t just expanding; it’s evolving. We’re moving from a performance supplement to a longevity platform, from athletes to everyday achievers, from muscle to mind.

As someone who’s watched this space grow from the sidelines and from the inside, I think we have a responsibility to get this right. Consumers deserve clarity, not confusion. Education has to lead before marketing does.

Because when people understand creatine and what it is, how it works, and how it fits into a holistic health routine, they engage differently. They see it not as a shortcut, but as a foundation. And when we, as an industry, bring credibility and transparency back into the centre of the conversation, we elevate not just the creatine category, but create the new standard for functional ingredients, consumer trust, and wellness integrity. 

Creatine isn’t hype. It’s more like heritage meeting innovation. It’s three decades of science finally finding its voice in a new generation of wellness consumers. And if we do this right (together), we don’t just sell a supplement. We redefine what energy, longevity, and vitality mean in everyday life.

That’s the opportunity. That’s all for now.

We all rise together,

Steve Jennings | Co-Founder + CEO, Jenerise