February is just around the corner, and our cast of social media professionals are primed to give attendees a behind-the-scenes look at sports nutrition when they take to the stage in San Diego at the upcoming Sports & Active Nutrition Summit.
Our social media panel will delve into ways to connect with both established and new consumers, explore the influencer ecosystem, tools to measure success and more.
The lineup
Clint Calder, Founder, Chief Executive Officer | ROCKON MEDIA
The self-proclaimed social butterfly said one trend on his radar is a major shift in consumer behavior and market dynamics.
“What’s particularly interesting is the diversity in uses for what used to be exclusively ‘sports nutrition,’” Calder said. “It’s no longer just for traditional athletes—we’re seeing products tailored for every type of active lifestyle, from CrossFit enthusiasts to gamers.
“The market has evolved to recognize that being active looks different for everyone, and nutrition needs to match that diversity. This has led to an explosion in specialized products for specific dietary requirements and use cases, but it’s also raised the bar for quality and authenticity. You simply can’t succeed anymore with vague claims or subpar products—consumers are too savvy for that.”
Looking at the market, Calder said he is particularly energized by the convergence of consumer empowerment and product innovation.
“Having spent years in both traditional advertising and digital marketing, it’s fascinating to watch how social media and online communities have created this incredible ecosystem of shared knowledge and experience,” he explained.
“We’re seeing a form of crowd-sourced quality control that’s unprecedented—consumers are sharing real experiences, comparing products and holding brands accountable in live streams and product reviews.
“This transparency is forcing companies to keep a close eye on their product reviews and social media. It’s crucial for companies to leverage social media listening tools to flag comments and mentions of their brand.”
Dr. Dan Gubler, Chief Scientific Officer | THREE International
Dr. Gubler emphasized that recovery is a trend that he is watching as it gains steam, partly fueled by interesting research that shows athletic performance is closely tied not only to if time is taken to recover but also how one recovers through science-based nutrition and supplementation.
“Using epigenetics to target recovery is something that is starting to come online and has the potential to transform this space. The use of specialized pro-resolving mediators (SPMs) as an anti-inflammatory ingredient in recovery formulations also has the potential to greatly improve health,” he said.
Dr. Gubler added that the energy without caffeine category continues to grow, noting that he has witnessed good results recently with the Yerba Santa plant and expects further discoveries in this space.
Looking ahead, he said he is enthusiastic from two different perspectives. As a natural product chemist, he is excited about exploring and discovering new molecules from plants and other natural sources that have the potential to bring continued innovation to the sports and nutrition sector. As a social media influencer and industry expert, he appreciates the opportunity to the conversation.
“Social media gives everyone a platform, and there is a critical need for experts—especially in the sports and active nutrition space—to share accurate information so the public has a correct knowledge of the science to keep them safe and improve their lives.”
Todd Pauli, Publisher | Move Nutrition Network
Pauli explained that the most apparent trend he has noticed recently in sports nutrition is the expansion of the traditional sports nutrition category into the broader active nutrition category.
“Strictly speaking, sports nutrition refers to ingredients and products that enhance the performance of athletes, but the wider focus of active nutrition has opened up opportunities for both traditional sports nutrition products and an entirely new selection of products to reach new consumers,” he said. “This wide scale trend has led directly to other trends in sports nutrition like a focus on cognition or a vastly expanded audience for creatine.”
When looking at personal nutrition, Pauli share that he is mostly excited about the possibility of clarity.
“Much of what we do at Move Nutrition Network involves communicating with nutritionists, trainers and dietitians who work directly with active nutrition-focused clients,” he said. “As it becomes easier to determine individual nutrition needs depending on several factors including age, fitness level, chosen exercise activities, etc., conversations between active nutrition practitioners and their clients will become more precise and more effective. Better consumer results are always positive for everyone involved in the active nutrition ecosystem.
Dr. Amanda Amanda Frick, ND, LAc, Vice President of Medical Affairs | Thorne
Dr. Frick said she is looking forward to the discussion around empowering active women through sports nutrition and destigmatizing the use of products such as creatine, which is often perceived as a supplement only reserved for those who aspire to bulk up.
“Creatine and its uses go well beyond bulking up,” she said. “Women make 70% to 80% less creatine than men do naturally, and if they’re strength training, be that for her first marathon or if a new mom is getting her strength back postpartum, it’s a supplement that can really help with rebuilding that muscle mass—at any life stage.”
Dr. Frick added that she is most excited about the rise in women’s sexual health products on the supplement market.
“I’m excited to be a part of a company and movement that looks to expand the conversations in women’s health beyond hormone levels and physical needs,” she said. “There’s so much room for improvement in solutions we need to be offering to women that revolve around how they feel, both mentally and physically and offering solutions, not just about hormone levels and lab reports, but really trying to address what women WANT.”
What can attendees expect?
“We live in a very exciting time with access to all levels of experts and opinionated entertainers living in our palms. I am looking forward to joining my fellow panelists and summit attendees to share and discuss strategies that connect brands and consumers. I am a passionate about the fitness nutrition consumer for reasons I may disclose on the panel and feel fortunate to be working with brands that are actively seeking to make the world stronger and healthier. Having worked with both global brands and innovative startups, I can speak to what’s working—what probably won’t—and what is vital in social media strategies for everyone to earn the trust of their consumers.”
-Calder
“I will be discussing five simple and effective ways in which both individuals and companies can build their social media presence to leverage both their personal career and their business.”
-Gubler
“Influencer marketing has matured and it’s more important than ever to find an influencer relationship that matches your company mission and budget. As someone who helps create influencer content on behalf of clients and also hires influencers to work with Move Nutrition, fit and authenticity from everyone’s viewpoint leads to better results. As a brand owner, know your long-term strategy and build influencer campaigns that will achieve that vs. hoping/wishing for one big mention…i.e. planning vs. gambling. Finally, trust your influencer to suggest content ideas. You need to maintain your brand, of course, but also let the influencer do what they do best to connect with the audience…that’s their area of expertise.”
-Pauli
“The social media-fication of health and wellness has made health conversations more accessible to the masses, but it’s created new challenges for healthcare providers along the way. Forty percent of Americans now use TikTok as a search engine. Consumers are easily influenced and swayed by influencers and brands via social media content. As supplement manufacturers, it is really part of our job to equip consumers with the information they need to make informed decisions about the products they buy. Leaning into ‘social listening’ is something we’re very conscious of as a company, as I am personally as a healthcare practitioner. Consumer education is an area we are very passionate about and proud of supporting at Thorne. Empowering consumers with the resources they need to advocate for themselves in the midst of their reliance on social media is hopefully going to lend itself to an interesting and productive conversation on our panel.”
-Frick
Register now
The Sports & Active Nutrition Summit, run in association with the Sports Nutrition Committee of the American Herbal Products Association (AHPA), will bridge the gaps between cutting-edge science, business strategy and key regulatory developments. Over three days, the Summit will consist of a number of interactive presentations and discussions that will share new insights and innovation, boost business growth and highlight product opportunities. Key themes include a look at the state of the industry, women’s health, nootropics, the challenging regulatory climate and much more.
Register for the Sports & Active Nutrition Summit today!
