A Note From Our Founders
Pure Genius was born from a simple idea: make it convenient, delicious, and fun to get high quality protein on the go.
Since then, we've evolved around a clear mission - to use leading science to make meaningful health improvements easy, enjoyable, and accessible.
Our Founders
Our Story
Genius Shot:The Beginning
In early 2024, Giacomo Zacchia discovered a unique whey protein shot used by professional athletes and sports league trainers across Europe. Nothing like it existed in the United States, and he was inspired to partner with experts to bring it to market.
He teamed up with RP Strength, nutritional scientists, and leading manufacturers in the protein space to develop a high-quality protein shot for professional athletes and serious bodybuilders. The first version — Genius Shot — took almost a year to create.
In late 2024, Mel Robbins joined the team to help guide the future and what would later become Pure Genius. Mel saw a need for a high quality protein shot that was not just for serious athletes, but for everyone: all ages, all body types, all professions, all people. As one of the world’s most influential podcasters, authors, and thought leaders, Mel became a hands-on co-founder, deeply involved in shaping the brand’s mission, voice, and relevance. She recognized that what we were building mirrored her own need for a protein product that was universally appealing, convenient, delicious and affordable. Mel brought with her world renowned scientific experts to be part of the launch team.
The initial product, called Genius Shot, launched in March of 2025 to the body building community and was intended to assess consumer interest in a protein shot, and to gain valuable learnings about the product format, formulation, and branding. The extraordinary reception confirmed our belief that a high quality protein shot was missing from the market.
Pure Genius: A Brand Reimagined with Refined Intention
With all the insights from the initial launch, Mel Robbins, from top to bottom, reinvented the original product with the help of world renown experts. It was reformulated, re-designed, rebranded, and re-imagined with the guidance of leading scientific, medical, and nutritional advisors—resulting in a new formula that used natural sweeteners and a blend of Whey Protein (BLG), Collagen Peptides and Amino Fortification, iconic branding, and that tasted even more delicious with new fruity flavors. With those changes came a new name that reflects our mission more clearly than ever: Pure Genius.
In January 2026, after more than a year of working behind-the-scenes, Mel was publicly announced as a co-founder and we revealed our new brand and new formulation. The first product run of Pure Genius Protein sold out in 24 hours.
For the team, bringing a first-of-its-kind protein shot to market is a deeply personal mission. As Robbins said to People Magazine, “This isn’t about chasing a trend. It’s about making it easier for people to prioritize their health, especially women. If you’re busy taking care of everyone else, you’re probably not doing the best job taking care of yourself. I am so excited for everyone to have it - especially those who are working parents, first responders on 12 hour shifts with no time to stop and eat, those on GLP-1s who have no appetite and need protein to maintain muscle, caregivers with no time to cook, and anyone on the go who is trying to eat healthier and get more protein.”
Alongside our co-founders, we are proud to introduce you to our founding scientific advisory board. Their role is simple and critical: to help ensure that our formulations align with modern nutritional science and support real-world wellness goals.
We’re proud of where we started, honest about what we’ve learned, humbled by the scientific and medical experts who have joined this team and are recommending this product, and deeply excited about where we’re going.