BUSINESS & ENTREPRENEURSHIP
At LULU—LAND, we have a soft spot for great entrepreneurial stories and love to share them.
Honestly, when we first got to know about Puori, we were a bit skeptical; were these products really any different than all the other supplements out there? However, when we looked into how they are made and tried the products ourselves, our skepticism was put to shame.
Today, we wouldn't recommend any other dietary supplements. We admire Puori's strong commitment to environmental sustainability and how they have managed to use their ambitious standards for product quality and safety as a competitive advantage.
Puori was founded in 2009 by the two Danish entrepreneurs, Oliver Amdrup and Julius Heslet, who had a strong desire to supplement their own active lifestyles. The problem; finding products that they could actually trust to be safe and of high quality.
The mission was clear from the beginning: to be the best at offering pure, clean, and superior products that make a difference to people's health and wellbeing.
The first product they launched was a high-quality, potent omega-3 fish oil - a gap in the market which no existing product was able to fill. Since then, the product portfolio has grown to address the main nutritional deficiencies in the developed world in the most uncompromising way possible.
The ambitious adventure has grown into a global company with many dedicated employees, partners, and loyal customers. The two young men attribute their success to the fact that there has always been a great deal of boldness and innovation in Puori. Put in their own words:
"Without the boldness and our innovative mindset, we would never have set out on this amazing journey. It now means that we cultivate a culture within the company to foster open innovation and change. Those who dare to think aloud and differently are rewarded."
Another factor for their success is transparency and third-party testing. Initially, Puori used IFOS testing of their fish oil supplement, which expanded into full transparency testing across the entire product portfolio that guarantees the safety and quality of all their products. Every single batch is tested!
Puori's initial surge in growth has been through the success of CrossFit® - the exercise methodology that spread throughout the 2000s and since evolved into a profound competitive sport.
The CrossFit culture is still an essential part of Puori's heritage. However, everyone has their own unique exercise strategies, and they try to address the needs of all physically active individuals. They consider health an ever-evolving journey centered around making quality decisions within the four cornerstones of a good life: a healthy diet, physical activity, recovery, and balance.
Puori don't sell quick fixes; they help people understand their origin and show them how to achieve their natural potential. They strongly believe in a preventative lifestyle and a holistic approach to health. When the modern diet falls short of providing the nutrients we need, Puori provide the purest natural supplements for a healthier future.
We are fortunate to be able to offer Puori supplements in our shop and got the chance to ask one of the founders, Oliver Amdrup, a couple of questions:
WHAT DID YOU DO BEFORE YOU STARTED PUORI?
OA: I was an entrepreneur in the health and wellness space. I went from being a personal trainer to the owner of a CrossFit gym to create a corporate training app and work as Regional Director for CrossFit HQ in Europe.
WHAT INSPIRED YOU TO START PUORI IN THE FIRST PLACE? WHERE DID THE IDEA COME FROM? DID YOU HAVE AN EUREKA-LIKE MOMENT?
OA: Julius and I both had trouble finding the perfect fish oil = free from environmental toxins based on lab reports, caught sustainable, high amount of Omega-3, and always fresh. After researching for a long time, without finding exactly what we wanted, we decided to embark on a journey ourselves.
WHAT HAVE BEEN THE MAIN CHALLENGES GETTING TO WHERE YOU ARE TODAY?
OA: I think when you ask most entrepreneurs, they will tell you that it is a journey of challenges, not a single event. It all boils down to your passion for the vision and values, as well as your dedication to never surrender.
HOW DO YOU COMPLEMENT EACH OTHER ON THIS JOURNEY?
OA: We have always shared the same vision and values but very different capabilities. Julius is more of a Specialist, and I’m more of Generalist. Thus we have tried to use each other strengths and weaknesses along the way.
CORONA VIRUS: NO ONE CAN GET AROUND THE FACT THAT THERE IS A WORLDWIDE PANDEMIC RAGING - HOW HAS THE CURRENT SITUATION AFFECTED PUORI? AND HOW HAVE YOU DEALT WITH IT?
OA: The US market is one of our main markets. Therefore, we obviously see uncertainty at the moment, which has affected our future growth investments. On the other hand, we also see tendencies that people are focusing more on preventative health, which is the key to our brand – many of our products are developed with this in mind.
WHAT ARE YOU WORKING ON RIGHT NOW?
OA: We are launching a major new brand-line extension which targets the needs of a growing consumer population, combining our clean and 3rd party tested product and development competencies, with specialist and experts within a new segment of consumers. Stay tuned post Summer 2020.
WHERE DO YOU FIND INSPIRATION FOR THE FURTHER DEVELOPMENT OF PUORI? WHAT OR WHOM INSPIRES YOU?
OA: It always starts with a need or an opportunity to improve something. We find inspiration from many directions, not just within the health and wellness space but also within consumer movements and other industries.
WHAT DOES THE FUTURE LOOK LIKE FOR PUORI? THE NEAR AND DISTANT FUTURE? WHAT ARE YOUR AMBITIONS AND GOALS?
OA: We want to play a significant role in changing the supplement industry towards more transparency around environmental toxins and products' quality. One day, our transparency project, created in collaboration with The Clean Label Project, will become the industry standard for consumer goods to ensure safety and quality in all areas of food consumption.
WHAT WOULD YOU LIKE TO HAVE KNOWN BEFORE YOU STARTED PUORI?
OA: Keep your focus on your key differentiator and continue to develop your brand around it, so everything you do supports your uniqueness and makes more unique and you stand out to your target audience.
FINALLY, WHAT ADVICE WOULD YOU GIVE OTHER ENTREPRENEURS OR PEOPLE WHO DREAM ABOUT STARTING THEIR OWN BUSINESS?
OA: Set a clear direction of where you want to go, but don’t expect your path will be what you expected. Stay true to your values, your strategies will change, but values should not. And finally, never-give-up and never stop learning.
WE LOVE TO CONNECT PEOPLE
FOUNDERS Oliver Amdrup & Julius Heslet