Clear Protein, Fish Gains, and the Future of Pre-Workout

We’ve been tracking some of the most compelling product drops in health, fitness, and performance — here are 7 that stood out this week:

1. David Protein – Wild-Caught Cod Protein
Finally, a protein that doesn’t rely on the usual suspects. This launch signals a shift toward clean-label, animal-based proteins that support digestive health and better sourcing stories. Expect to see more “whole animal” and fish-forward protein moves.

2. Eternal – Athlete-Focused Blood Lab Membership
A step forward for proactive health optimization. Eternal is building the “Whoop for bloodwork” — combining frequent testing with insights and protocols designed for performance-minded users. Membership-led health stacks are just getting started.

3. On Running – CloudUltra Pro Trail Shoe
Performance meets outdoor obsession. On is leaning hard into the high-LTV, adventure athlete segment — a smart brand move as trail and hybrid sports grow in popularity. This is what building lifestyle around gear looks like.

4. VUUM 2.0 – Clear Sparkling Protein Drink
Protein is going stealth. With a look closer to Celsius than Muscle Milk, VUUM is targeting the casual consumer who doesn’t want a chalky shake. RTD functional beverages are evolving fast — and this one looks like it belongs in Erewhon.

5. Minted New York – Electrolytes & Gels
The crossover between fashion, running culture, and performance nutrition is here. Minted NY’s entrance into gels and hydration isn’t just functional — it’s brand-forward. Think Nike meets GU Energy.

6. Sett – Unflavored Nicotine Alternative Pouches
Nootropics without the crash. Sett’s launch feels like a play for the productivity hacker crowd — caffeine-free, stimulation-focused, and no fluff. Wellness vices are going minimal.

7. Goodroot – Plant-Based Natural Pre-Workout
The pre-workout category has been long overdue for a rebrand. Goodroot is going after people who care about ingredients and performance, bringing a softer, cleaner approach to the stim-heavy powder space.

Takeaway
Health & fitness brands are getting sharper — better branding, stronger community hooks, and more functional innovation. We’re not just selling powders and pills anymore… we’re building lifestyle ecosystems.