EFX Sports

Back in 2005 I personally wrestled with this question. For a year now I had worked in the sports supplement industry and loved it. As a former ultra-skinny kid I fell in love with the iron in high school and now as an adult I had to pinch myself at times to remind myself this wasn’t a dream – that I was actually working in the industry that had been such a positive influence on my life. But the industry that I consumed as a teenager through magazines, protein powders and clanging iron was quite a bit different than I had expected. Within a year I learned and experienced some of its hidden flaws.

The upside to all of this was that I wasn’t alone…this thinking that there’s got to be a better way. It was shared by my business partners Brian Andrews and Dr. Jeff Golini.

When Brian and I started our working relationship with Jeff (as we all called him) in 2004 he was three years into the release of his patented form of creatine monohydrate. He named this invention Kre-Alkalyn and it forever changed the way we supplemented creatine monohydrate. Gone were the days of mega loading and cycling, stomach distress and other negative user reactions to traditional creatine supplementation.