The ladies have definitely proven to be a force to reckon with in fitness and sports. But honestly, many supplement lines do not really reflect or respect that many women today want more than just fat loss.
Do not get us wrong – we are all in favor of the idea of a company driven to serve and support women in their fitness travels. But the same old pink labels and brands that are strictly tailored to men are songs that are played over and over again. I'm not sure what you're talking about, but we're ready for a line that takes women more seriously than that.
Enter the newly launched Revel, a brand with a target message behind it that does not scream "make oneself smaller." Rather, they are primarily concerned with celebrating power in every aspect of a woman's life. Revel is about the active lifestyle of women with relentless drive and goals that go beyond quick fixation and a slim waist ̵
Revel is proud to offer products that are supported by research conducted specifically for women by women to meet their specific needs. We talked to Revel's director of product development, Charina Lumley, who is passionate about women's growing involvement in fitness and sports, cultivating an inclusive community, and seeing women work to build strong bodies and strong minds.
Bodybuilding.com has been around since 1999. Why Revel Now?
There has been an increase in obesity, eating disorders and body dissatisfaction in recent years, and Bodybuilding.com has a clear opportunity to address these health and social issues affecting women today. Training on everything from health and wellness to products that complements their diet plans is no better time than celebrating women wherever they are on their health and fitness journey.
Why call it Revel?
Celebrating means celebrating and our vision for the brand is to celebrate women in all their "triumphal moments". For some, this means that you have to cross the finish line of an Ironman or face a PR on the other side. But for others, that might just mean getting up early to smash a 30-minute HIIT session before serving breakfast to their kids.
Is there a gap in the market that Revel wants to fill?
Typically, research in the sports nutrition category has been conducted predominantly on men and then on women. However, at Revel, our formulation used clinically validated studies on the efficacy of our ingredients, especially in women. This enabled us to launch an effective product set designed specifically for the body of a woman.
The packaging looks different than the "Shrink it and Pink It" approach, which some other companies have chosen as supplements for women. Is that a conscious step?
It is enormously important for us to have an identity that stands for something more than pretty and pink, because what we believe in is the opposite. We believe in getting strong, not just skinny. We believe in the power of hard work, sweat, and a lifestyle change – not the misleading promises of magic pills. Our logo stands for the connection of emotional, mental and physical strength. These elements work together to help you realize your best potential.
Which products are available at first?
In terms of sports nutrition and overall well-being, we would like to launch the introduction of proteins, energy and recreational products to support the growth of muscle mass, and recovery for delayed muscle soreness. With our multivitamin, green tea extract, metabolism enhancer and probiotic, we also think about women's gut health, overall health and even about radiant hair, skin and nails.
Have you explored these products with a specific formulation approach?
We spent a lot of energy to collect all the research we could to confirm the efficacy of our selected ingredients specifically for women. Thus, our formulas contain key components that have been clinically proven to enhance a woman's unique physiological needs.
How Does Your Protein Differ From Others on the Market
Revel protein powder contains 25 grams of rBGH-free, non-GM protein and only 2 grams of sugar. More importantly, we've added two other main ingredients: CLA (conjugated linoleic acid), which acts as a healthy source of fatty acids to maintain lean muscle and support the metabolism; and choline, which promotes healthy brain function and improves the connection between mind and muscle. This is all in the name of better gym performance and a well-functioning body throughout the day.
Do Revel products contain proprietary blends?
We believe in transparent labels and more So, our customers get the knowledge of what each of our key ingredients offers them. All of our labels contain detailed information on the ingredients we select, including why we chose patented versions that were clinically validated specifically by women's research.
What was the overall approach to making Revel products?
With the emergence of unique flavor combinations in drinks offered by La Croix, Mio and Crystal Light, we wanted to explore the dynamic flavors not normally found in sports nutrition products. We are thrilled that our Revel flavors are unique and are available in a variety of light combinations such as Apple Pear, Blackberry Lime, Strawberry Watermelon and Peach Mango.
We are very excited about the versatility of our vanilla and chocolate protein powders. You'll discover new and different flavors when you mix them with water versus milk versus milk alternatives like almond and coconut. We're happy that every one of our products has something scientific for our female customers. Most of all, I am pleased with our signature nootropic and adaptive ingredients that support cognitive function and the connection between mind and muscle. TeaCrine naturally occurs in tea leaves and serves as a potent nootropic agent, and Peak O2 is a powerful blend of fungal adopters that help manage stress responses.
At what speed are you planning to add new products to the Revel line?
We are already working on exciting new flavor enhancements to our proteins, energy and recovery products, but the real determinant of new products will be feedback from our community and scientifically-based research on novel ingredients can help women's health.
Besides the products, there is a lifestyle of Revel?
The mentality of Revel includes three important points, the first is the inclusiveness. It does not matter what size, shape, age or color you have. We're just thrilled that women are moving toward fitness, making sport a lifestyle. The next is the assumption. There will be both hard and light days, both in the gym and outside. We do not strive for perfection, but the assumption that creating a healthy body takes time. And finally power. We sometimes forget that power has no view; It is a mental, emotional and physical manifestation of devotion, hard work and faith in ourselves.