For years, I’d been taking supplements like everyone else — energy, focus, recovery — all the things you rely on when you’re trying to perform at a higher level. But no matter what I tried, the outcome was always the same. The promises never quite matched the reality.

Some gave you a short spike and a crash.
Others did nothing at all.
And the more I looked into it, the more it became obvious why.

Most of the industry was built around marketing, not formulation.

After nearly two decades working as an engineer, I’ve always been wired to look at problems differently. If something doesn’t work, you don’t just accept it — you figure out why, and you build a better version.

That’s where this started.

At the time, it wasn’t “The Ten Percent Club.”
It was just an idea… and a decision to try.

I invested £4,000 into the first batch and started figuring everything else out as I went. I taught myself how to build a website, packed orders from a spare room, and shipped them out during lunch breaks at work.

There was no team behind it.
No outside investment.
No guarantee it would work.

But there was a standard.

If the product didn’t genuinely improve how you felt or performed, it wasn’t good enough.

One of the earliest decisions I made was also one of the hardest.

Whether to go through Informed Sport testing or not.

At that stage, it didn’t make financial sense. It slowed everything down, added serious cost, and put pressure on a business that was already running tight.

But it meant something.

It meant every batch would be tested.
It meant complete transparency.
It meant that if an athlete picked up the product, they could trust it completely.

So I took the risk.

Looking back, that moment shaped everything that came after.

The growth didn’t come from big marketing campaigns.

It came from people using the products… and feeling the difference.

Word started to spread quietly at first. Orders picked up. Messages came in. Then gradually, the products started appearing in places I’d never planned for — inside professional football clubs, in high-level training environments, with athletes who were relying on their bodies every day.

No contracts.
No paid promotions.
Just trust being built the right way.

Then came a moment that really put things into perspective.

Eddie Hearn reached out.

Not the other way around.

He’d come across the brand, started using the products, and saw the value in what we were building. That led to conversations, and eventually to working together — developing products and building something that could operate at the highest level of sport.

Through that, we began working closely with Matchroom Boxing, co-formulating products designed for fighters preparing for world title fights.

That wasn’t something that was chased.
It was earned.

And it reinforced everything the brand was built on — if the product is good enough, the right people will find it.

The name “The Ten Percent Club” came later, but the idea had always been there.

In performance — whether that’s sport, business, or just how you show up day to day — the difference isn’t huge.

It’s not 100%.

It’s small, consistent improvements.

Better sleep.
Clearer thinking.
More energy when you need it.

Faster recovery so you can go again.

That extra 10% most people overlook… is usually what makes the difference.

Today, the brand has grown far beyond that spare room.

It’s used by hundreds of professional athletes and thousands of people who simply want to feel and perform better in their everyday lives. It’s expanded into new markets, built global partnerships, and continues to grow at a pace that, at the start, probably wouldn’t have felt realistic.

But the foundation hasn’t changed.

Every product still has to meet the same standard it did at the beginning.

No shortcuts.
No unnecessary ingredients.
No hiding behind marketing.

If it doesn’t work, it doesn’t go out.

This has never been about building just another supplement company.

It’s about raising the standard of what people expect from the products they put into their body.

And whether you’re a professional athlete or just someone who wants more from their day, the principle is the same.

You don’t need everything to change.
You just need that extra edge.

That extra ten percent.