Longevity Is the New Frontier
I’ve been at this a long time. Creatine and I go back to 1992, when I first introduced it to the world at the Barcelona Olympics. Back then, nobody was talking about longevity. The buzz was all about reps, sets, and bigger muscles. But here’s the thing: creatine was never just about muscle. It was always about energy. And when you zoom out, energy is the currency of life. If you’ve got it, you can keep doing the things you love. Lose it, and everything feels like decline. That’s where longevity comes in.
We’ve cracked the code on adding years to life. Average life expectancy has doubled in the last century. But what good are another few decades if you spend them sitting down, worn out, and watching life pass you by? Longevity 2.0 is about vitality, sharper thinking, stronger bones, sustained energy, and resilience to keep showing up in the world. That’s not a “biohacker’s dream.” That’s a mainstream necessity. And this is where creatine walks in, saying: “I’ve been here the whole time.”
Creatine has been studied for well over 30 years, and most people still think it’s just for gym bros. The reality? Emerging research now links creatine to:
Cognition & brain health: Less brain fog, better memory, resilience under stress.
Bone health: Creatine supports density, crucial as we age.
Recovery & energy: Improved cellular energy (ATP), which keeps muscles (and minds) firing.
Healthy aging: Studies show potential roles in offsetting sarcopenia and even slowing down markers of decline.
Women’s health: new data points to creatine supporting hormonal transitions (like menopause), bone density during pregnancy, and even fertility. This is a whole new frontier we’ve barely scratched.
And recently, a headline-grabbing study linked creatine use to lower mortality risk. That’s not bodybuilding folklore. That’s real-world data on real lives.
Here’s the opportunity: longevity is the new frontier in consumer wellness. It’s what protein shakes were in the ‘90s and probiotics were in the 2010s. Consumers aren’t just looking for six-packs… they’re looking for life force. They want to keep hiking, dancing, creating, traveling, and saying yes for longer. And the brands that can deliver on that promise (transparently, credibly, and in formats people actually want to use) are going to lead.
This is what we’re building at Jenerise. Creatine 2.0 isn’t just a category. It’s a cultural shift. It’s about making the world’s most studied supplement the foundation of everyday vitality in drinks, in foods, in routines that make sense for real people.
Longevity is no longer a niche conversation. It’s the next wellness wave, and it’s mainstream. Creatine belongs right in the middle of it. For me, this isn’t hype. It’s 30+ years of obsession finally finding its moment. And if we do this right (as scientists, as brands, as an industry) we don’t just add years to life. We add life to years.
And that, my friends, is the frontier worth chasing.
We all rise together,
Steve Jennings | Co-Founder + CEO, Jenerise
