Q&A: RevolutionaryFitness USA on starting a new history in sports nutrition

Founded five years ago during a pandemic that magnified deep-seated racial and health inequities, the start-up initially launched as a drop shipping apparel company on a mission. In early 2024, it expanded into the dietary supplement space, introducing a pre-workout supplement marketed under the New History brand and to people traditionally overlooked in the sports nutrition industry.

The goal: to create a new history of equity, empowerment and innovation for people of color that elevates health and wellness in the communities served.

In this Q&A with NutraIngredients-USA, RevolutionaryFitness USA Founder and CEO Tyrone Faverey discusses bridging the gaps and changing the game in sports nutrition.

The company is one of this year’s NutraIngredients-USA Start-up Stars that will be featured at the upcoming Sports and Active Nutrition Summit taking place in San Diego from Feb. 19 to 21.

NutraIngredients-USA: Could you share a bit about your background?

Tyrone Faverey: My journey started as a track and field athlete at the University of Connecticut, where I became a Big East champion. Competing at that level taught me how crucial proper nutrition and mental focus are for success. After my athletic career, I moved into sales and retail management, where I learned how to lead teams and run a business.

Our co-founders come from a mix of backgrounds that really round out our team. We’ve got dietitians who make sure our products are backed by science and built to work. We have business executives who know how to grow brands, plus Olympians and former athletes who truly understand what it takes to perform at your best. Together, we’re blending expertise from all these areas to create products that are effective, innovative and accessible to everyone.

NIU: What need/opportunity did you identify in the sports nutrition space?

TF: We saw a huge gap in the sports nutrition world—a lack of products that actually connect with and serve the needs of diverse communities, especially people of color. Most brands take a one-size-fits-all approach, overlooking the importance of inclusivity, representation and a more holistic view of wellness. It felt like these communities were being left out of the conversation entirely, and we knew something had to change.

For us, it wasn’t just about creating supplements that work—it was about creating products that people could actually see themselves in. We wanted to design solutions that didn’t just focus on physical performance but also prioritized mental health, education and accessibility. Because let’s face it, wellness is about so much more than just hitting the gym. It’s about feeling supported, seen and understood.

We’re also big on making this accessible. Too often, high-quality supplements are priced out of reach for the communities that need them most. That didn’t sit right with us, so we made affordability a priority without cutting corners on quality.

At the end of the day, it’s about more than selling a product. It’s about building trust, creating representation and making wellness a reality for everyone—especially those who’ve been overlooked for too long. We’re here to do more than fill a gap; we’re here to change the game.

NIU: Who is the RevolutionaryFitness USA target customer?

TF: Our target customer is as diverse as the communities we aim to serve, but at its core, we focus on individuals aged 18-34 who are passionate about health, fitness and personal growth. This group includes young professionals, college students, athletes and everyday people striving to prioritize their wellness amidst busy lives. Many come from underrepresented communities where access to high-quality, premium supplements has historically been limited due to barriers like affordability, lack of representation or insufficient education about available options.

These individuals aren’t just looking for another protein powder or pre-workout; they’re searching for products that genuinely resonate with their values and fit into their lifestyle. They value authenticity—they want brands that are transparent, real and relatable. Inclusivity is key; they want to see themselves represented in the products they use, from the branding to the formulations. Innovation matters too; they’re looking for cutting-edge, effective solutions that enhance both their physical and mental performance.

For our customers, wellness is a journey of empowerment. It’s not just about looking or performing better; it’s about feeling stronger, more confident and in control of their health. They want products that not only deliver results but also make them feel part of a larger movement—a community that uplifts and inspires them to be their best selves.

By designing products and experiences that speak to these desires, we aim to build a brand that our customers don’t just use but actively champion. They’re not just buying a supplement; they’re joining a mission that supports their goals while standing for something bigger: equity, empowerment and innovation in wellness.

NIU: Could you tell us a bit about New History and the launch of your pre-workout powder? How did you go about selecting the ingredients and how has it been received since launch?

TF: New History isn’t just a brand—it’s a movement to change the way we think about wellness and who it serves. At its core, it’s about empowering underserved communities, especially Black and Brown communities, by giving them access to high-quality, thoughtfully designed sports nutrition products. It’s about breaking barriers, challenging the norms and rewriting the story of who gets to thrive in health and fitness.

Our flagship product, a nootropic pre-workout powder, is a perfect reflection of this mission. We didn’t just want a product that improved physical performance—we wanted something that also supported mental focus and energy, because we know fitness is about more than just the body. Every ingredient was chosen with care.

L-citrulline boosts blood flow and endurance, betaine anhydrous enhances muscle power and Nitrosigine helps with recovery and endurance. On the mental side, Cognizin and CognatiQ sharpen focus, while caffeine gives clean, sustained energy without the crash. Astragin ties it all together by making sure your body absorbs everything effectively. This wasn’t just about making a pre-workout; it was about creating a product that truly supports every aspect of performance.

Since the launch, the response has been incredible. Customers have told us they love how the product delivers on its promises—better workouts, sharper focus and steady energy. They also appreciate our transparency, knowing exactly what’s in the product and why it’s there, with no hidden fillers or gimmicks. That trust has been huge for us.

We’ve already secured spots in niche fitness retailers that align with our values, and the community we’re building online has been just as rewarding. People are sharing their experiences, talking about how the product has helped them and becoming part of the New History story.

As we move forward, we’re excited to keep growing. The success of our pre-workout has set the stage for what’s next, and we’re just getting started.

NIU: What other brands/products have you developed?

TF: In addition to New History, we’ve built a strong foundation for innovation and collaboration through our custom product development division, Revolutionary Customs. This arm of our business has allowed us to create tailored solutions for other companies, leveraging our expertise in formulation and product development. Through Revolutionary Customs, we’ve developed a wide range of products, including custom proteins, vitamins and ready-to-drink shakes. Each of these products is designed with the same commitment to quality, functionality and accessibility that drives all of our efforts. These collaborations have helped us expand our reach and bring the values of RevolutionaryFitness USA to new audiences.

Revolutionary Supplements, another cornerstone of our company, has been instrumental in shaping our approach to sports nutrition. This brand allowed us to immerse ourselves in the industry and truly understand the needs of consumers. It started as a way to learn the space, refine our expertise and create products that align with our mission of inclusivity and empowerment. Revolutionary Supplements is where we honed our craft, producing premium sports nutrition products that set the stage for what New History has become today.

NIU: Where do you see the most opportunity for innovation in the sports and active nutrition category?

TF: We see the most opportunity in opening the doors for other communities that have traditionally been left out of the wellness conversation. The most significant potential lies in combining physical and mental performance enhancements, as more and more consumers look for products that support holistic wellness. People don’t just want to build strength or endurance—they want to feel sharp, focused and energized in every aspect of their lives.

Additionally, there’s a huge need to address underserved communities through culturally relevant branding and formulations tailored to diverse dietary needs. Wellness shouldn’t feel exclusive or inaccessible, and we believe there’s a real opportunity to change that by creating products that resonate with people’s identities and lived experiences.

By bridging these gaps—offering holistic solutions and creating space for communities that have been overlooked—we can not only innovate but also redefine what the sports nutrition industry stands for. It’s about making sure everyone feels included and empowered to take charge of their health.

NIU: What is next for RevolutionaryFitness USA? What is your long-term goal for the company?

Looking ahead, our pipeline is filled with exciting opportunities to grow and innovate. We’re expanding the New History product line to include essential supplements like creatine, protein powders, hydration solutions and more advanced nootropic blends. These products are designed to meet the needs of a wide range of customers, from athletes looking to improve performance to everyday people focused on their overall wellness. Each new product will stay true to our mission of combining functionality with cultural relevance.

We’re also exploring partnerships with lifestyle brands to develop exclusive, culturally resonant products like limited-edition formulations and co-branded products that reflect the values of both our brand and our partners.

We’re also working to enter new retail markets, both online and offline, to make our products more accessible to people across the country—and eventually, around the world.

Community engagement will remain a top priority as we move forward. We’re exploring new ways to connect with our customers through events, partnerships and educational initiatives that empower people to take charge of their health and wellness. Wellness isn’t just about products—it’s about creating opportunities for people to feel supported, informed and inspired. Strengthening those relationships is essential to who we are and what we want to achieve.

Long-term, our vision is bold but clear: to become a global leader in inclusive sports nutrition. We want to break down barriers that have kept so many people from accessing high-quality wellness products and redefine what the industry stands for. It’s not just about setting new standards for quality and innovation but also about leading with cultural representation and equity at the forefront.

Ultimately, our goal is to create a movement—a global shift in how we approach health and fitness. We want to empower everyone, regardless of their background, to lead healthier, more fulfilling lives.