Podium: Where Authenticity, Innovation and Community Fuel Sporting Excellence

At a moment when many brands chase trends, Podium stands out by returning to what truly matters in sport: authenticity, rigorous standards, and community-driven growth. Founded in the heart of the CrossFit world, Podium has steadily grown by embracing challenges, pushing the limits of industry norms, and sharing its journey with athletes around the globe. In an interview with Fidelity, Paul Haverland, Founder and CEO at Podium, shared how the brand continues to balance authenticity, performance, and innovation in an evolving sports nutrition landscape.

From CrossFit Roots to Broad Athletic Ambitions

When Podium launched in late 2021, it wasn’t just another sports nutrition brand entering a crowded market—it was a mission to serve a community that had long been overlooked.

“I build brands around a niche community that maybe is underserved or hasn’t been served authentically. And so, at that time, we focused on CrossFit.”

Founded by a team deeply rooted in the CrossFit world—including five-time CrossFit Games Champion Mat Fraser and media personalities Marston Sawyers and Heber Cannon (the Buttery Bros)—Podium began by designing products with athletes, for athletes.

“We built a moat around the CrossFit community with people that were intimately involved within that community and knew it well.”

That authenticity quickly became the brand’s competitive edge.

Beyond CrossFit: Expanding the Playing Field

While Podium began within the CrossFit community, its reach now extends far beyond.

“Today we kind of service that training-into-competition customer—people that are training with the intent of competing in some sort of sport or event.”

From HYROX competitors to professional athletes in the WNBA, NFL, and Major League Baseball, Podium’s customer base has broadened—without losing focus on quality and trust.

Every product is NSF Certified for Sport or Informed Sport certified, ensuring athletes receive safe, tested, and efficacious formulations.

“We want to make sure that our products are doing what they said they’re going to do and they’re efficacious and they’re safe, number one.”

Podium’s retail footprint has also expanded from its early exclusivity with GNC to shelves at Target, Meijer, and CVS—a reflection of steady, intentional growth.

“We’re slowly, slowly building the brand and stacking the bricks—hopefully small wins will add up to something big over time.”

Industry Challenges: Testing, Transparency, and Trust

The sports nutrition industry faces ongoing challenges when it comes to testing, transparency, and building consumer trust. Brands must ensure their products are safe, effective, and meet label claims, particularly for athletes competing in tested environments. Third-party certifications play a key role in this process.

“We do the sport certifications, which means every single batch or lot is being tested for not only safety and adulterants but also for efficacy, label claim and those types of things. It's another step beyond."

Though it is an investment, it is one Podium wants to make to ensure athletes can trust the quality and effectiveness of their products. Maintaining transparency is critical, as many brands use marketing logos that may not reflect true certification. Consumers rely on consistent product integrity from manufacturing to delivery, while retailers increasingly require stringent testing and compliance. Brands that prioritize rigorous testing, clear labeling, and trust-building practices are more likely to succeed in the long term.

Growing in a Changing Industry

The sports nutrition industry has evolved dramatically—from in-store incubation to digital-first strategies powered by influencer visibility. 

“You can incubate in retail and then it flips back to where you have to build online—and it spills into retail. I think that’s back where we are now.”

Despite the market’s appetite for overnight success, Podium remains focused on sustainability and endurance.

“Podium is a brand that we see to have staying power over longer periods of time.”

That commitment to steady growth stands in contrast to an industry increasingly shaped by short-term returns.

“A lot of brands that are the biggest brands now were not overnight successes. Some of them were in business for 6 to 10 years before they became a household name.”

Innovation That Tastes Like Progress

Even in a tightly regulated category, Podium continues to innovate. From ingredient technologies to functional foods, the brand blends science, creativity, and patience.

Its protein stroopwafel—the only one of its kind—took nearly two years to perfect.

“We’re very flavor-first on all of those types of things, and can be patient enough to wait for those things to come out.”

The team is also exploring functional foods, peptide-based ingredients, and beverages that bring true novelty to familiar formats.

“We don’t just introduce things just to introduce them. It’s about creating something truly unique or different, even if the form is familiar.”

Looking Ahead

Podium is evolving through new retailer partnerships, innovative functional products, and a fulfillment network designed for performance—all while staying true to its roots.

"We're excited about some of the new partnerships with our retailers and what those could mean for the brand. And new partnerships with different brands and athletes will be fun to announce at some point here over the next 12 months."

From CrossFit competitions to shelves around the world, Podium continues to prove that authenticity and excellence are timeless. Want to know more about Podium? Check out their website https://www.321podium.com/.