Our Creatine Story Part II
Global Disruption
“Wonder food could change sports world.” That was the headline. And looking back now? I’m pretty sure it did.
After the story broke during the 1992 Barcelona Games, the world started paying attention to creatine. Scientists debated it. Journalists sniffed around for controversy. Coaches and athletes were chasing it. It went from underground supplement to mainstream must-have almost overnight. And in the middle of it all… was a guy in a shed.
Literally. I was running the business from a converted farm outbuilding in the English countryside. Just me, my wife, my dad, my best mate, and a handful of true believers. No boardrooms. No investors. No roadmap. Just belief, instinct, and a hell of a lot of elbow grease.
At the time, I didn’t feel like a disruptor. I felt like a glorified warehouse manager. Packing boxes. Answering phones. Chasing invoices. Flying blind. But I knew creatine worked. The science was clear. The results were real. Prof. Roger Harris stayed close to what we were building, and feedback from athletes, both elite and everyday, was unlike anything we’d seen before.
Still, when you’re in it, you don’t always see the scale of what’s happening. It’s only years later, looking back at news clippings, old letters from Olympic Committees, and the stories people still tell, that I realise what a pivotal moment we were part of.
A letter from the British Olympic Association acknowledging the Barcelona strategy.
A diploma of gratitude from the Croatian Olympic Committee after Atlanta ’96.
Typed. Signed. Stamped. Sent by mail. That’s how it was done. Different rhythm. But it worked.
And it taught me something that I carry to this day, especially now, rebuilding again with Yeu: patience. Progress doesn’t always need to be instant to be meaningful. Some things should take time.
Maxim’s Rise
After Barcelona, things got hectic. Doug Gillon’s article had triggered a global wave of interest. Within 12 months, we’d opened 11 export markets. And remember, this was pre-everything: no e-comm, no social, no DTC. Just planes, phones, and grit. Travel. Endless interviews. Meeting after meeting. TV spots. Confusion. Controversy. Curiosity. Chaos. But it was working.
Maxim was taking off. Creatine was making noise. We’d created something new. A whole category.
We started to dominate the energy space too, with drinks, bars, and fuels for performance. Back then, creatine couldn’t yet be stabilised in food and liquid products. So the Maxim line leaned hard into clean energy and endurance. That’s what athletes needed. That’s what we gave them.
It was thrilling. But it also became clear: Creatine was on its own journey. Most of our creatine orders were now coming from the US. Culturally, they seemed more ready for it. Meanwhile, keeping the UK end running in the days before e-commerce? Not sustainable. So I made the decision to let it go.
Passing the Baton
I connected with people like Anthony Almada and other pioneers in the States, and creatine found a second home. They helped take it to another level. And Maxim? We found our lane, too, owning energy in our own right, eventually sponsoring big teams and events. A few years later, I stepped away, and the business continued on under new leadership. These days, it’s still in great hands as part of Orkla Group in Norway.
Do I regret letting go of creatine? Not for a second. Sometimes, you have to step away for things to come full circle.
So what now?
It’s 30+ years later, and creatine is back in my life in a totally new way. With new science. New possibilities. New reach. Back then, we were talking about sprint performance. Now? It’s mood. Memory. Recovery. Hormones. Mental clarity. Metabolic health. Longevity.
So here’s what I’m asking you: What are you hoping for from Creatine 2.0?
Because I know what I’m hoping for: more energy, more understanding, more people seeing what this little molecule can do for everyone. The world’s changed. But the mission’s the same.
Seize the years,
Steve Jennings | Co-Founder + CEO, Yeu
P.S. Follow me over on Instagram @creatineOG for daily content!
