In 10 years, the supplements industry will double in size. But does that mean any CEO can grow their market share at the same rate in the niche space they serve?

I can only approach this question from a personal viewpoint. I started taking Shakeology in 2009 and continued regularly for a couple of years. As a very old guy who is trying hard to maintain muscle mass, I have 2-3 scoops of whey protein and a serving of creatine daily.

As a longtime consumer of certain supplements, I’ve learned that there are way too many choices to the point where it’s nearly dizzying to figure out which to take. If I were ever to take on a CEO role at a supplements company, there are three questions I’d have to answer, the same ones that I asked an Arizona supplements startup a few years ago.