A Beast of a Workout


To get a physique worthy of a muscle-magazine cover, you have to be an absolute beast in the gym. And to remain relevant in an extremely competitive industry like sports nutrition, a company has to be an absolute beast in the research-and-development lab.

That’s why Beast Sports Nutrition has decided to do its second major rebrand in the past three years. “The playing field in our industry changes daily,” says Anthony Altieri, president. “If a company wants to stay a top brand, they have to adapt to trends in the industry. At Beast, we are determined to bring forth highly potent formulations that have a dramatic impact on athletic performance — while remaining 100 percent compliant.”

With new packaging that’s bold and informative, Beast’s 2013 product changes include a newly formulated Beast Mode preworkout supplement and the addition of a new form of creatine to the Creature formula.

“The preworkout category within sports nutrition has become the most competitive of all,” Altieri says. “We were determined to take the Beast Mode formula to an even higher level and deliver what is the best preworkout on the market. So we added ingredients to increase muscle workload as well as volumization while training. And we’re introducing a new stim in Beast Mode that is not new to the supplement world but new to sports nutrition: Nelumbo nucifera. It will add the energy component that those who have been seeking a geranamine replacement have been yearning for.”

Beast Mode is known for delivering intensity and focus and is a great source of Gingko biloba and B vitamins. It provides a level of energy that is constant and balanced to increase stamina without jitters or anxiety. Use one scoop with 6 to 8 ounces of water 30 minutes before your workout or any physical activity in which increased energy and performance is desired.

The reformulation of Creature Powder, which already contained four cutting-edge forms of creatine (Creapure, Creatine Magna-Power, creatine alpha-ketoglutarate and creatine anhydrous) now adds Crea-Trona to the mix. This buffered form of creatine has a ratio of 94 percent creatine to just 6 percent buffering agent. Custom-picked, these ingredients are of a higher purity and will get absorbed into the body quicker to prevent bloating and intestinal discomfort. Creature also includes vanadium citrate to assure maximum uptake directly to the muscle cells. And because customers were asking for new flavors, Beast created new cherry limeade and pink lemonade.

Altieri says he believes the future of his company is very bright because companies that make quality a primary focus will continue to thrive in this industry: “Back when I started the company in 1995, things were a lot different. The regulations were in place but loosely enforced. Just a few years later, in the late ’90s and the early 2000s, sports nutrition was like the Wild West. Companies were launching banned pro-hormones and stimulants with reckless abandon. Something had to be done for the industry to survive, and I think the industry self-policed itself in an admirable fashion. Had it not done so, this might be a different industry today.”