“Creatine is having a cultural moment,” said Mary Beech, chief growth officer at Thorne. “It’s showing up everywhere, from doctor recommendations to social media conversations to word-of-mouth via friends.”
To break the myth and long-held notion that creatine is just for bodybuilders and athletes, Thorne unleashed a campaign that celebrates the science-backed benefits of creatine. The company tapped “Level Up” singer Ciara, known for her high energy dance routines and great physical shape, to highlight creatine’s positive impact on performance, endurance and cognition.
“Being and staying at peak performance is a lot more than just hours of rehearsal in the studio,” Ciara said. “My focus and top priority is always finding ways to better myself holistically—which starts with what goes into my body each and every day. I’ve been a long-time fan of Thorne and love that I can trust their science-backed supplements— notably, Creatine—to support not just my overall physical well-being but to help me stay sharp and maintain endurance.”
Creatine and women
Creatine is gaining mainstream appeal due to the growing awareness of its broader health benefits, including cognitive function, healthy-aging properties and as a promising ally for women’s health across life stages.
Beech said she is seeing growing and broadening research that shows creatine is helping support a wider range of health benefits—in and out of the gym.
“The evidence shows that creatine can be majorly beneficial in helping women maintain muscle, body composition, mood, energy and overall health throughout their lifespans,” she said. “There is a longstanding notion that creatine is just for bodybuilders, men and athletes, and we want to make sure that women at various ages and life stages know that there are so many incredible science-backed benefits the supplement offers.”
Beech said that while most assume a creatine campaign would be entirely targeted at men or athletes, Thorne is really marketing the product to everyone.
“Creatine is for a wide variety of people benefitting them in all different stages of life,” she said. “We hope that a wide range of people are reached with this campaign and feel inspired by Ciara to try creatine for their own personal benefit as a result.”
Old ingredient, new approach
Beech said creatine has been one of Thorne’s top-sellers for many years. According to Amazon, Thorne’s 90 serving Micronized Creatine Monohydrate Powder has garnered over 13,000 reviews and sold over 90,000 in the past month.
“Creatine isn’t new by any means, but it does offer so much more than the buzzwords we so often hear when it comes to the product,” Beech said. “Where our campaign differs from the normal creatine message is by shifting the focus to what a lot of people aren’t typically talking about when it comes to the product: performance, endurance and cognitive focus. There is such a broad-range of science-backed benefits and hopefully our campaign makes creatine more approachable.”
The product lineup includes creatine monohydrate powder in 30, 90 and 180 servings. Thorne’s creatine is NSF Certified for Sport and features a micronized creatine monohydrate for better dissolvability and absorption.
“We’re excited to expand our creatine suite this month with flavors including strawberry and pineapple-orange,” Beech said. “The flavors will be available in 60 serving containers, MSRP $48. There will also be additional creatine-focused products launching in the future—more details to come.”
