About The Ten Percent Club

Welcome to the Ten Percent Club, one of the most sought-after supplementation brands in professional sports! Let us take you through our journey from the formation in 2022 to where we stand today.

Established in late 2022 by our founder Luke O'Reilly. The foundation of the Ten Percent Club has been built upon a unique blend of his own experiences, combining an engineering background with a later transition into the world of professional sports, specifically football.

Driven by a desire to enhance not only his own health but also his productivity, Luke constantly sought ways to improve. His relentless pursuit led him to discover the power of natural supplements and their potential to optimize performance.

Luke O'Reilly - Founder and CEO

My Journey thus far

Welcome to The Ten Percent Club! My name is Luke and I’m thrilled to share my journey with you—a journey that has shaped not only my life but also the essence of this brand.

The turning point in my life came in 2013 when I lost my mother to cancer. She was just 61, and during her life, she worked tirelessly to secure a comfortable retirement. It was heartbreaking to see her dreams unfulfilled, and it ignited a fire within me to pursue a life of purpose and passion, rather than just the daily grind of a 9 to 5.

Engineer to Entrepeneur

In my quest for answers, I began exploring alternative medicines, ultimately discovering CBD oil. This discovery was life-changing for me, providing relief from anxiety and pain that I had been grappling with due to a serious back injury. It also helped my dog manage his arthritis. The transformative effects of CBD inspired me to start my own CBD brand, initially as a side hustle while I continued my engineering career.

Running a CBD brand while working in a high-pressure engineering job was challenging. I faced many hurdles, particularly in marketing due to strict regulations. Despite these challenges, my dedication to exploring alternative medicines never wavered. My curiosity led me to the world of functional mushrooms, particularly Lion’s Mane, which significantly improved my mental clarity. This revelation prompted me to take a leap of faith; I borrowed money from family and friends to launch The Ten Percent Club in January 2023.

Launching in the UAE

Self-taught and driven, I learned everything I could through YouTube and online courses, from building websites to conducting product research. I found a manufacturer in Halifax who shared my vision, and together we created four core products that blend the power of mushrooms and adaptogens.

In July 2023, I moved to Dubai, taking on another engineering job while keeping my entrepreneurial spirit alive. I believed networking and immersing myself in this vibrant city could open doors for my brand. Balancing a demanding 12-hour workweek with my passion was tough, but I persevered, and my efforts paid off. I am proud to announce that The Ten Percent Club is on the brink of public registration in Dubai, and we will soon be available in top pharmacies across the UAE.

At The Ten Percent Club, we are more than just a brand; we are a community. I want you to feel connected to my story and the journey that led to the creation of these products. Together, let’s embrace a life filled with wellness, resilience, and the courage to pursue our dreams. Thank you for being part of this incredible journey!

Undr The Cosh

We were recently mentioned on the iconic football Podcast 'Undr The Cosh' Here's a little clip of our ambassador Jamie Ward talking about our Founder, Luke and the brand

The Team Behind the Brand

Backed and Created By Athletes


At the heart of our brand is a team of former professional footballers who have competed at the very highest level. We understand exactly what the body and mind need to perform—because we’ve lived it. This deep, first-hand knowledge of elite performance is what sets us apart. Every product we create is designed with purpose: to support physical endurance, mental clarity, and recovery—whether you're on the pitch, managing stress, improving sleep, or striving to be at your sharpest every day. Our mission is simple: to help you perform at your best, just like we demanded of ourselves throughout our careers.

Meet The Team

Jamie Ward

We are proud to have Jamie as a key member of our team. Born in Birmingham, Jamie's professional football career spans numerous clubs, including Sheffield United, Derby County, and Nottingham Forest. Notably, he earned 35 caps for the Northern Ireland national team and represented his country in the UEFA Euro 2016 tournament.

Jamie's extensive experience in top-tier football and deep understanding of athletic performance make him an invaluable asset to our brand, ensuring our products meet the rigorous demands of athletes at all levels.

Meet The Team

Matt Lowton

Matt began his football journey with Sheffield United's academy, eventually making 78 appearances for their first team. His impressive performances led to a move to Aston Villa in 2012, where he featured in 72 Premier League matches. In 2015, Matt joined Burnley FC, contributing significantly over eight seasons, including their promotion to the Premier League.

His extensive experience in top-flight football and deep understanding of athletic demands make him an invaluable asset to our brand, ensuring our products are tailored to meet the needs of athletes striving for peak performance.

Meet The Team

Joel Lynch

Joel's professional career includes notable stints with Brighton & Hove Albion, Nottingham Forest, Huddersfield Town, and Queens Park Rangers, amassing over 400 league appearances. Internationally, Joel has represented Wales, earning a cap in 2012. His vast experience across various tiers of English football, coupled with his insights into the physical and mental demands of the sport, make him an exceptional asset to our brand, ensuring our products support athletes in achieving their highest potential.​

Looking Forward

Understanding the challenges athletes face when sourcing supplements backed by informed sport, he dedicated six months to thorough research and testing determined to find a UK-based facility that could produce high-quality nootropics and pass the rigorous informed sport process with flying colors.

Within just 14 months, what started as a dream, has now become the talk of the town in professional sports. Our nootropics supplement brand has gained immense recognition and trust among athletes worldwide.

We are proud to offer global shipping, ensuring that athletes from all corners of the globe can benefit from our products. As for the future, we have exciting plans in the pipeline.

We have recently signed a partnership deal with powerhouse sports agency, Paradigm Sports.

Paradigm Sports is renowned for managing some of the biggest names in sport which include Paradigm Sports is renowned for managing some of the biggest names in sport which include Conor McGregor, Michael ‘Venom’ Page, Dakota Ditcheva, and Michael Bisping. Along with a huge roster of brands that include Forged Irish Stout, Proper twelve whiskey and McGregor fast.

Stay tuned for more groundbreaking developments from our brand and thank you for joining us on this remarkable journey in the world of nootropics.

Learn About Paradigm Sports