How former U.S. Navy SEAL and CEO Alex Kunz disrupted the supplement market by perfecting one product.
By Mike Sarraille and Jason Boulay
During the late 70s and early 80s, bodybuilding captivated the world, with icons like Arnold Schwarzenegger and Lou Ferrigno motivating countless Americans to pursue a more muscular physique. This rising fascination spawned the sports nutrition and supplement industry, with whey protein taking center stage. Clever marketing campaigns persuaded the masses that whey was the key to enhancing muscle mass and boosting strength. So successful was this tactic that the milk-derived protein powder still generates $5.4 billion annually.
However, as the industry matured, it became evident that alternative protein sources could be equally as effective. But how can a company offering these options overcome the consumer habits and brand loyalties that made whey such a dominant force?
Enter former U.S. Navy SEAL Alex Kunz, the CEO, and co-founder of OP2 Labs, the firm behind Frog Fuel, a collagen protein supplement versatile enough for use in medical environments and by everyone from health-conscious individuals to the nation's most elite special operators.
In a recent appearance on the Men's Journal Everyday Warrior Podcast, Kunz delves into his leadership approach, the hurdles of establishing a brand in a saturated market, and how Frog Fuel is helping people enhance their health and fitness.
Specific Skillset
Kunz's professional journey began with the goal of walking in his father's footsteps. "My father was a flight surgeon who believed in helping people and doing the right thing," Kunz shares. However, as medical school drew near, his father warned him of the changing landscape of healthcare and questioned whether it would bring him happiness. "I always trusted my father, so I made a career change. I went into computer science and engineering but still didn't know what I wanted to do."
During his studies at the University of Arizona, a Navy recruiter approached him and posed a question that changed his life: “‘Do you want to do the hardest fucking thing you'll ever do in your life?'." At that moment, Kunz realized he was destined to be a U.S. Navy SEAL.
After a decade with SEAL Team ONE, Kunz pivoted to the corporate world, where he discovered that the challenges of cyberspace echoed those he faced in service. "I built risk-management programs," Kunz explains, "covering everything from cybersecurity audits and compliance to technology infrastructure."
In five years, Kunz went from a novice in cybersecurity to a nationally recognized expert, advising President Obama and Senator John McCain on national cybersecurity legislation.
Although the corporate sphere often overlooks the unique skillsets of veterans, Kunz maintains that his military background laid the cornerstone for his achievements. He asserts that his experience as a SEAL prepared him for the threats he dealt with in cybersecurity, "everything from gathering intelligence to identifying who's trying to infiltrate your networks, understanding their methods, and [stopping them]."
The Birth of Frog Fuel
Despite thriving in corporate America, Kunz wanted to help people better themselves. In 2012, he joined forces with former SEAL Jeff Byers to establish OP2 Labs. "We looked at the research from Sweden, Switzerland, and Germany on different protein sources," says Kunz. "The most convincing evidence came from collagen, which was used to rebuild knee joints and treat macular degeneration. All the evidence pointed to collagen being a superior protein," he adds.
They collaborated with a Stanford doctor to create a safe, ready-to-drink collagen protein supplement. After two years of rigorous research, scientific reviews, and countless hours refining their formula, Frog Fuel was born.
Their product's distinctive nutritional profile delivers high-quality protein in a liquid form, making it the perfect choice for athletes seeking to enhance recovery and performance. Unlike whey, which takes roughly two hours for the body to metabolize, Frog Fuel is absorbed within 15 minutes, as its protein molecule is half the size of what the human digestive system can absorb.
While other companies market collagen-protein supplements, Kunz says it's important to scrutinize their origins. "We produce Frog Fuel in the United States," he clarifies. "When you survey the market, 80 percent of collagen originates from overseas and is manufactured by one company." This alone puts Frog Fuel in a class all its own. "We engineered our protein molecule and amino acid structure for real-world applications. We're not merely procuring it from another party, packaging it in a bag, box, or bottle, and claiming it's a unique product," he states.
Real-world Applications
Establishing a successful company is daunting, and Kunz and Byers faced the additional challenge of contending with well-established brands in an already crowded market. An attempt to outspend competitors would be a losing proposition, so they concentrated on offering a high-quality product with real-world applications.
"We decided to start as a medical brand," Kunz reveals. "We wanted to ensure everyone recognized we had a clinical [foundation]." The team's efforts paid off, with Frog Fuel emerging as a leading collagen protein brand used during post-surgery wound care, dialysis, chemotherapy, arthritis, and burn treatment.
According to Kunz, the product boasts "14 distinct medical applications."
Once solidified as a trusted clinical brand, the team broadened its focus to the performance arena. "We needed to take a strategic approach," Kunz admits. The team worked diligently to distinguish Frog Fuel from competitors using empirical evidence. "At the time, numerous supplements made claims without the substantiating research to back them up," he notes.
As he poured through research papers, Kunz identified a recurring theme. Most authoritative studies backing whey protein relied on antiquated science and received funding from supplement manufacturers. Their findings were far from impartial and heavily skewed; some even went as far as to recommend that people consume one gram of protein per pound of body weight daily. Though the fitness community had long embraced this formula, LO2 Labs discovered that consuming more than 15 grams per serving provides no additional benefit and wastes protein.
An Inch Wide and a Mile Deep
Like an elite military unit, a prosperous business necessitates focus, specialization, and the capacity to adapt. Kunz reveals that he initially had an extensive list of products he wished to develop, but those surrounding him advised that he maintained focus. "We have a great board of directors who helped me realize that these [other products] were a diversion," Kunz states. "Instead, I need to keep my circle an inch wide but go a mile deep."
This approach afforded Kunz more time to focus on existing customers, resulting in impressive annual growth of 120 percent. He believes this will make it easier to introduce line extensions once Frog Fuel garners greater brand recognition. Until then, it's better to be great at one thing than mediocre at many.
Understanding Leadership
Kunz's receptiveness to learning from those around him and ability to make necessary adjustments speaks volumes about his leadership style. He recognizes whether on the battlefield or in the boardroom a team's strength lies in its parts working cohesively toward a common objective.
"A company's [adaptability] stems from the capabilities of each department. I might know enough about [finance] to structure the department, but I won't do the bookkeeping because I lack that expertise," says Kunz.
At the heart of Kunz's leadership lies a philosophy that, while appearing straightforward, is often anything but. He diligently strives to lead by example and is always prepared to roll up his sleeves and get his hands dirty. "Don't expect others to do something you're unwilling to do. I believe this applies to all aspects of life, from managing a company to raising children," he elaborates.
Exceptional leaders rise to challenges, push the limits of possibility, and inspire those around them. While consistent leadership is no simple feat, the results can be extraordinary when the elements align. As sports nutrition evolves and gravitates toward greater scientific rigor and increased transparency, Frog Fuel's solid team, innovative approach, and clinical validation have poised it to emerge as an industry leader.
The Talking Series is a weekly segment that digs deeper into topics discussed by guests of the Men’s Journal Everyday Warrior Podcast. A new episode of the Podcast is released each Tuesday.
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