Christian Baker

I Help Companies Create Premium & Niche Focused Dietary Supplements That Win & Keep Winning.

Founder & CEO Of Profound Formulas

[Christian Baker @ProFormulas]

A Product I Designed Was Just Shared By One Of The Best Selling Authors Of 2025.

@SahilBloom who wrote the massive best seller “The 5 Types Of Wealth” just shared an endorsement for a men’s health supplement I developed in cooperation with the geniuses at @Innerbody

This is such a cool full circle moment and knowing that a beast like him (the man runs marathons and has a chiseled 6 pack) has tried the product makes me so proud.

If you subscribe to his email newsletter you can find it in today’s edition (Jan 5th), and if you’re not yet subscribed, I recommend it, he’s a wise man.

Grateful to be working with Eric, Brian, Daniel and the team at Innerbody to bring this baby to market (along with several other killer products).

[Christian Baker @ProFormulas]

@TheDailyDraught Rothaus Pils followed by a Früh Kolsch 🍻

[Christian Baker @ProFormulas]

Would You Buy High Protein Chocolate From Lindt?

There's a Lindt store opening just across from a gym near me.

Yeah it's in a shopping mall so the position isn't that strange but I can't help to wonder what if...

Lindt has sponsored athletes including Roger Federer and Lindsey Vonn.

They already do a vegan line.

Starbucks has protein lattes.

So Lindt could totally have a high protein line and they should totally shape it like a tennis ball or other sporty shape to lean into the popularity of their other shaped stuff like Easter bunnies and Christmas bears.

Anyway... Big fan of protein and big fan of chocolate so I can't help but fantasise about this one.

[Christian Baker @ProFormulas]

@mark_davis22 absolutely. Well said and not easy to line them both up!

[Christian Baker @ProFormulas]

3 Factors To Consider Every Time You Choose An Ingredient For Your Supplement:

1. What Ingredients Are You Using?

2. What's The Reality Of This Ingredient? Will It Do Something? Is The Dose Effective?

3. What's The PERCEPTION Of This Choice: Will Customers Be Excited, Confused Or Indifferent?

1. This seems easier than it is. Don't take shortcuts and don't take the first generic ingredient choices you find on the internet or even those suggested by your manufacturer, put in the work and stress test your formula to make sure your ingredients actually make sense for what you're trying to help your customers achieve.

e.g. You're trying to help people relax and want to use magnesium, will you commit to magnesium bisglycinate so you give them a high quality, highly absorbable magnesium that's friendly on the stomach AND comes with bonus glycine (as in the name, 2 parts glycine for every part magnesium), or will you be tight and try to save on costs by using a generic magnesium blend that's mostly magnesium oxide and hope your customers don't notice?

2. Don't fool yourself: Is the dose actually high enough to be effective? Are there safety risks? Do you trust the ingredient supplier and supply chain? Should you upgrade to a branded ingredient to reduce risk and increase effectiveness?

e.g. If the studies say you need 600mg of Ashwagandha to truly help with improving mood and decreasing anxiety, will you commit or will you cut corners and put a pathetic 50mg in there to save costs while bragging about how your product is so great because it contains Ashwagandha (a pretty big brand actually did this and it absolutely disgusts me, I won't name and shame them but please always read the label before you buy something).

3. When your customers read your label, your website and your emails, will it inspire them with positive expectations that the product is likely to work for them? Will they be disappointed because they've seen something they perceive as either ineffective or "not clean"? Or, are you doing something that you're excited about but when you tell your customers about it they react with confusion or indifference?

e.g. You can spend money on a branded excipient to improve the texture and digestibility of your product only to find most customers don't give a crap.

You can use a really good "natural flavor" made with natural fruit oils sprayed on a fiber base but a bunch of your customers will still be outraged because they've heard that all "natural flavors" are frankenstein's monsters of synthetic extracts sprayed on to cheap carbs like maltodextrin (which is true for most of them).

Getting all 3 of these factors lined up is HARD, but if you get it right, it can make all the difference when it comes to making that first sale as well as that all important second sale (and beyond).

[Christian Baker @ProFormulas]

You Can't Fake Effectiveness In Supplements.

But you can definitely make decisions that maximise the chances of your product actually doing something for your customers so they'll come back again and again (subscriptions are where ALL the money is made in this game).

The first 3 steps can get you 80% of the way there but steps 4 and 5 really help take things to another level.

If you want to know what they are, let me know and I'll send them to you.

P.S. Hi, I’m Christian, I’ve been in the supplement industry for over 17 years including time inside AG1 and GNC and now I design supplements for brands who want to win.

Any good business can sell something once, but I’m the guy who can help you sell something twice (and beyond).

P.P.S. It also helps that I'm hopelessly obsessed with supplements on a personal level and have been consuming them and studying them for over 23 years.

[Christian Baker @ProFormulas]

@bristolbarhoppe @PintsBeauty Alhambra is easily the best beer in Spain. Love to see it over there 👏

[Christian Baker @ProFormulas]

@PintsBeauty Wow, Tegernseer, things are getting more and more niche!

[Christian Baker @ProFormulas]

Engineered To Win Launches In 2 Weeks

This guide took me 11 bloody months to build and was designed for one specific reason: to help DTC, Ecomm, and CPG operators win when entering the supplement market.

If it does its job, it will:

• Save you $50K in rookie mistakes before you even launch (real example in chapter 4)
• Add an extra $50K in subscription revenue in your first year
• Save you 50 weeks of wasted time in the lead-up to launch

Ideally, it does all three for you.

To prep for the official launch, I’m opening up an early access for 25 people.

If you grab one of these early slots, I’m throwing in a 15 minute technical review call. No sales pitch or no "discovery" fluff. You can grill me with your toughest formula, manufacturing, marketing or messaging questions. Stuff I usually lock behind full product development packages.

If you miss the first 25, you'll still get the playbook 48 hours ahead of the public release.

Let me know if you want to be part of the advance review group, and I'll DM you.

Here’s to your next killer launch!

[Christian Baker @ProFormulas]

Good Marketers Can Sell Anything Once.

But in this industry (supplements), I’m the guy you come to if you want to sell something twice.

[Christian Baker @ProFormulas]

@homegymcoop Wow. That’s fascinating.

[Christian Baker @ProFormulas]

@TheDailyDraught If you're into smelling farts (it's unfiltered and unpasteurised).

[Christian Baker @ProFormulas]

A man of his word, a man of honour, a man who treats all with respect, a man who gives everyone a chance, a man who doesn't indulge in his heritage and lineage but rather, holds himself to a high standard to ensure he earns it and deserves it. A fucking legend and great example to us all.

[Christian Baker @ProFormulas]

@PintsBeauty @LidlGB Glorious 🍻

[Christian Baker @ProFormulas]

@drink_AG1 @RealHughJackman Haha this is great 👏

[Christian Baker @ProFormulas]

@PintsBeauty Gimme that 5L Paulaner Keg!

[Christian Baker @ProFormulas]

@LOTR_Daily_ Incredible in both. But just like Gandalf, had his power reduced for the films.

[Christian Baker @ProFormulas]

@TheDailyDraught Menabrea. Good stuff and hard to find on tap.

[Christian Baker @ProFormulas]

@FunnyGoogleRevs @PintsBeauty Sounds good! 🍻

[Christian Baker @ProFormulas]

AG1 Just Quietly Launched An Energy Supplement

Back when I worked for AG1, we received a ton of questions from customers about when they should and shouldn't drink their morning coffee or tea when taking our product.

Caffeine can reduce the absorption of minerals as well as some vitamins (Especially B-Vitamins) so ideally it's always good to wait at least an hour, if not two.

But most people would rather just do both in quick succession so they can get out the door.

But now it seems AG1 has deliberately leaned into this routine with another option:

- Take your AG1 with some caffeine and L-Theanine already in there.

This means less liquid to consume and a more modest dose of caffeine.

It can also be used as an afternoon energy boost (something many customers already do with the original AG1 formula anyway).

The caffeine source is natural caffeine from coffee beans which is a much better choice than caffeine anhydrous aka. the synthetic caffeine used in energy drinks and most supplements.

And the L-Theanine is at 100mg (about 2 to 3x what you'd find even in the strongest matcha), enough to be effective but I would've liked to see 200mg instead, however it's possible they deliberately kept the dose modest to hedge against people potentially taking 2 or more servings in a day.

All in all, pretty cool to see and a disciplined product release that's more in line with the brand than the more recent gummy launch (I think it would've been better to avoid that one altogether, let the kids take gummies and the grown ups can graduate to a more potent powdered supplement).

[Christian Baker @ProFormulas]

@PintsBeauty Brilliant, not easy to find non-wheat beer made by them.