The Vitamin Shoppe launches sports nutrition brand from John "Jocko" Willink

By Danielle Masterson

- Last updated on GMT


Related tags Vitamin shoppe Monk fruit Krill oil Nootropic Energy drink

Jocko Fuel proteins, supplements, and drinks are available in over 690 locations of The Vitamin Shoppe and online.

Jocko Fuel supplements is now gracing the shelves of The Vitamin Shoppe. The brand was a joint venture by John “Jocko” Willink and Maine-based Origin. The former Navy SEAL officer teamed up with the nutritional products retailer to make the supplement products more widely available. Jocko Fuel can now be found in wide retail distribution in about 700 locations and online. 

Leading the way

Willink, the co-founder of Echelon Front, a leadership development consulting firm, said the brand offers a wide array of sports nutrition supplements to fuel the mind and body for both mental and physical challenges. The product line includes protein powders, pre-mission energy support, krill oil, nootropics, joint support, ready-to-go energy, and cognitive support drinks. 

Willink joined Origin as a partner in 2016. Pete Roberts, President and CEO of Origin, said the addition of Jocko created a perfect storm. “We were moving in the same direction, with the same message. Jocko wanted to build products using ingredients that were hard to source, products that were hard to manufacture. His commitment to bringing premium nutritional products to market didn't happen overnight. Some of our products took over two years in development. Bottom line is, everything we do, we do it without compromise. Jocko Fuel is no different."

Medal of Honor 

Among the Jocko Fuel offerings is an energy drink named Dak Savage, in honor of Dakota Meyer, a former US Marine who received the Medal of Honor in 2011 for his heroism in Afghanistan.

As a 20-year veteran of the SEAL Teams and a commander in Iraq, Jocko is the recipient of a Silver Star and a Bronze Star and later served as Officer-in-Charge of training for all west coast SEAL teams.

Willink said Jocko Fuel was inspired by his passion for motivating others to fulfill their fitness and life goals. 

"With great promise and enthusiasm, I look forward to this next step in the evolution of Jocko Fuel by partnering with The Vitamin Shoppe to make our products easily and widely available to health and fitness enthusiasts nationwide. Our effective, premium formulas are carefully designed to help you reach peak physical performance, crush your goals, and achieve your best self.” 

Jocko Fuel product lineup

Jocko Discipline, a low stimulant, 'pre-mission' powder formulated to support stamina, energy, and cognitive function. It contains D-ribose, amino acids such as acetyl L-carnitine, and adaptogens like Ashwagandha


and Rhodiola for mood support. Sweetened with monk fruit, it contains no artificial flavors, sugars, or colors.

Jocko Discipline Go, is a nootropic formulated to support energy, cerebral blood flow, and cognitive function, in easy-to-take capsule form.

Jocko Discipline Go Drink, a ready-to-drink formula with no sugar, no preservatives, and 95mg of caffeine, designed to minimize the crash effect of typical high caffeine drinks. It supports cognitive function and energy, sweetened with 100%  Monk Fruit.

Jocko Mölk, a time-released blend of whey concentrate, whey isolate, Micellar Casein, and egg. Sweetened with monk fruit, this, low-carb protein is free of added sugar, artificial sweeteners, flavors, and recombinant bovine growth hormone (rBGH). It is also packed with digestive enzymes and probiotics to support digestive health.

Jocko Super Krill Oil contains omega-3 fatty acids DHA and EPA, phospholipids, and the antioxidant astaxanthin, with a vanilla flavor.

Jocko Joint Warfare, a unique blend of natural ingredients and compounds such as MSM (methylsulfonylmethane), Boswellia, and curcumin to support against oxidative damage and support joint comfort.

Probiota Americas 

The leading annual event for the prebiotic, probiotic and microbiota focused food and pharma industries.

As part of the Probiota Series, the event will bring together professionals from across the globe to network, connect and engage whilst learning about the hottest topics in the industry.

Join us as we connect the business and science of the microbiome May 27 – 29, 2020.


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