2025 was a big year for Create: - 225% revenue growth. This was a combo of a consistently growing DTC business, a booming Amazon account, and a new large retail footprint. - went from losing money to making money, which it turns out is important in this line of work. who knew!? - went from 5 FTEs --> 20 FTEs, including hiring leaders from AG1, Farmer's Dog, Harry's, SmartSweets, Cometeer. The days of 1 man company are well behind us. - Launched nationally in Target, Sprouts, and Vitamin Shoppe where we are moving as the #1 creatine gummy and/or top 3 creatine SKU at each. - Added some great business, supply chain, and talent partners. More to share here soon... More than anything, 2025 felt like the year creatine finally mainstreamed. No longer hidden away in bodybuilding forums and esoteric X accounts, almost everyone I talk to now is either taking creatine or knows they probably should be. 2026 is shaping up to be a doozy: - Co-CEO: My wife and co-founder, Sienna, was officially named co-CEO which kinda felt like a silly formality nothingburger, since she's internally been defacto co-CEO since the beginning. But nice to recognize it with a title. I don't really have lessons or platitudes to share on working with your spouse or how we make it work...we just kind of don't overthink it 🤷‍♂️ - New Product: in late March, we're launching a new product category. It's a mix of creatine and a product category most of you are already taking, often times comboing them together organically. I am already taking about 3x the daily recommended servings... - New Brand: We're getting a fresh coat of paint. For all the grief I've given expensive Brooklyn-based brand agencies...turns out they exist for a reason. Create will still be Create, but it'll be like that nerdy guy that went away for summer and came back 6 inches taller, broader shoulders, and with a glowing tan. Observers might ask, "Is Create like kinda hot now?" - New Testing: OK, this category stinks. On one end, we have brands selling product with zero creatine. On the other end, we have ambulance chasing plaintiff attorneys that throw stuff against the wall hoping for a $25K settlement. Create is staying focused: We'll continue to be NSF for Sport Certified across all products and we'll continue to test creatine potency on every batch. We're also excited to release a longitudinal stability study that shows creatine is actually very stable in a gummy over its shelf-life. In the back half of the year, we'll also be releasing a clinical study around creatine absorption in a gummy vs. powder...initial findings are directionally very exciting. We want customers to have 100% certainty that our products have creatine in them, the creatine is stable, and that is effectively absorbed. Looking ahead: I have been pretty quiet about Create for the last year or so. Partially because I was busy with the business and writing for Not Boring. Partially because I felt burned from the wave of copycat products that hit the market (every dropshipper and actual supplement company now offers a creatine gummy)...sharing my early learnings on here probably pulled that wave forward a fair amount. And partially because I wasn't really seeing the benefits, especially in relation to the risks, of sharing anymore. On the busy front, I now have a great team in place and am no longer writing weekly for Not Boring. On the feeling burned front, eff it, what's done is done, the category is maturing and there will be 1-2 winners...Create will be one of them. On the benefits front, I am no longer really looking to get ecomm hacks and agency connects, but I do want to continue the work of increasing awareness around creatine and Create's role within the industry...and the risks, I'll just be more thoughtful about. Anyway - if you haven't already, start taking creatine. I don't really care what brand or form factor, just get started for a month and see what the results are. if you like the results, stick with it. if you dont like the results, well then stop taking it and wait like 5 days for the 1lb of water weight to dissipate. and if are already taking creatine, encourage someone you care about to start taking it this year....