A protein company that started with a problem, not a business plan.
Shop Pure GeniusPure 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 Scientific Advisory Board
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.
Dr. Eric Trexler, PhD
Duke University Exercise Scientist and Natural Pro Bodybuilder Specializing in Nutrition, Body Composition, and Performance
Dr. Eric Trexler, PhD, CSCS*D, CISSN, is a Lecturing Fellow in the Department of Health, Wellness & Physical Education at Duke University, where he teaches exercise physiology and physical activity in public health. He completed postdoctoral training in Duke's Evolutionary Energetics & Ecology Laboratory after receiving his PhD in Human Movement Science from the University of North Carolina at Chapel Hill. Dr. Trexler has published more than 60 peer-reviewed papers on exercise, nutrition, and body composition. He's a life-long fitness enthusiast who earned professional status in natural bodybuilding in 2017 and holds certifications in sports nutrition and strength & conditioning.
Dr. Eric Trexler, PhD, CSCS*D, CISSN, is a Lecturing Fellow in the Department of Health, Wellness & Physical Education at Duke University, where he teaches exercise physiology and physical activity in public health. He completed postdoctoral training in Duke's Evolutionary Energetics & Ecology Laboratory after receiving his PhD in Human Movement Science from the University of North Carolina at Chapel Hill. Dr. Trexler has published more than 60 peer-reviewed papers on exercise, nutrition, and body composition. He's a life-long fitness enthusiast who earned professional status in natural bodybuilding in 2017 and holds certifications in sports nutrition and strength & conditioning.
Dr Amy Shah, MD
Double-board-certified physician with degrees in immunology and nutrition
Dr. Amy Shah is a leading expert in the role nutrition plays in health, longevity, and hormone regulation.
Dr. Amy Shah is a leading expert in the role nutrition plays in health, longevity, and hormone regulation. She has been in clinical practice for 22 years as a double-board certified medical doctor with specializations in nutrition, internal medicine, and immunology. She has a
degree in nutrition from Cornell University, completed her residency at Harvard University/Beth Israel Deaconess Medical Center, and her fellowship at Columbia University Medical Center. Dr. Shah is the author of two bestselling books about
nutrition, hormones, and lifestyle changes, and through her online education platform AmyMD, has helped millions of people to transform their health.
Jeff Karp, PhD
A world leading biomedical innovator whose work is cited over 40,000 times
Jeff Karp, PhD is a distinguished professor and among the world’s leading biomedical innovators and best selling author of LIT: Life Ignition Tools.
Jeff Karp, PhD is a distinguished professor and among the world’s leading biomedical innovators and best selling author of LIT: Life Ignition Tools. Inspired by nature's ingenuity, he directs a lab dedicated to developing innovative medical technologies. Driven by a passion to improve patients' lives, his team has invented technologies that include a tissue glue that can seal holes inside a beating heart; targeted therapies for osteoarthritis, Crohn's disease, and brain disorders; 'smart needles' that automatically stop when they reach their target; a nasal spray that neutralizes pathogens; and immunotherapy approaches to annihilate cancer. He harnesses the power of failure, viewing setbacks not as obstacles, but as rocket fuel for
propelling his research and innovation forward. This philosophy has driven him
to continually push boundaries to publish over 175 peer-reviewed papers with over 40,000 citations. He has delivered 400 invited lectures and holds over 100 patents. He is a fellow of the National Academy of Inventors, Royal Society of Canada, the Royal Society of Chemistry, the American Institute for Medical and Biological Engineering, the Biomedical Engineering Society, and the Canadian Academy of Engineering. In addition to his research goals, Karp is dedicated to developing the careers of the next-generation bioengineers at the forefront of biomedical innovation. He was selected as the Outstanding Faculty Undergraduate Mentor among all faculty at MIT and he received the HST McMahon Mentoring award for being the top mentor of Harvard-MIT students.
Dr. Betsy Grunch, MD
Renowned board-certified neurosurgeon who specializes in spinal surgery
Dr. Betsy Grunch is a board-certified neurosurgeon who practices general neurosurgery, with a special interest in spine surgery.
Dr. Betsy Grunch is a board-certified neurosurgeon who practices general neurosurgery, with a special interest in spine surgery. She was named by Castle Connolly as one of the top doctors in America in 2023, 2024, 2025 and 2026. Dr. Grunch travels across the country teaching other surgeons and healthcare professionals the latest, most innovative neurosurgical techniques along with the importance of brand building. She completed her residency and fellowship at Duke University Medical Center and millions know her online as @Ladyspinedoc, where her advice on spine health and pain relief has earned her over 192 million likes on TikTok alone.
Dr. Lucia Aronica, PhD
Adjunct Professor at Stanford University School of Medicine with nearly two decades of research experience in epigenetics and nutrigenomics.
Dr. Lucia Aronica is an Adjunct Professor at Stanford University School of Medicine with nearly two decades of research experience in epigenetics and nutrigenomics.
Dr. Lucia Aronica is an Adjunct Professor at Stanford University School of Medicine with nearly two decades of research experience in epigenetics and nutrigenomics, specializing in how food actively programs your genes. Her research, featured in the 2024 Netflix documentary You Are What You Eat: A Twin Experiment, demonstrated that targeted dietary changes can reverse biological aging by up to two years in just eight weeks. She created Stanford's first courses in nutritional epigenetics and developed the Epinutrition framework, a clinical approach that treats food as biological information. A TEDx speaker, she presents to over 10,000 clinicians annually.
Dr. Judith Joseph, MD
Renowned Board-Certified Psychiatrist, Researcher and Bestselling Author with expertise in the science of your happiness and using joy as the key to longevity.
Dr. Judith Joseph MD MBA is a board-certified psychiatrist, researcher and award-winning content creator who specializes in mental health for children and adults.
Dr. Judith Joseph MD MBA is a board-certified psychiatrist, researcher and award-winning content creator who specializes in mental health for children and adults. She is a professor and instructor at several prestigious academic institutions.
Dr. Judith is the Principal Investigator at her own research lab in Manhattan, which conducted the first peer-reviewed clinical research study in high functioning depression in the world. Her lab has conducted over 130 clinical research studies in psychiatry and neurology. Her National Bestselling Book “High Functioning” published in April 2025 is based on her original research and is now published in over 20 countries and over 17 languages.
Dr. Judith’s social media advocacy and research earned her a Congressional Proclamation award from the US House of Representatives in 2023. Her focus is how to reclaim joy as a form of resilience and resistance no matter what your setting is
Our Story
THE DISCOVERY
A small shot. A bigger opportunity.
Giacomo Zacchia hears that professional soccer teams are using protein shots made with a new type of protein ingredient: beta-lactoglobulin, or BLG; a highly soluble subfraction of whey.
He learns protein shots are also sold to patients after weight-loss surgery in the United States, but are not marketed to athletes. He sets out to build a product for athletes and the growing community of people taking GLP-1 medications.
GENIUS SHOT
Giacomo and Dr. Mike team up.
Giacomo partners with Dr. Mike Israetel and RP Strength to launch Genius Shot. Genius Shot focuses on marketing to athletes and individuals taking GLP-1 medications. The goal: prove that protein shots have product market fit.
EARLY DEMAND
Demand outpaces supply.
BLG, a subfraction of whey, is limited in supply. Genius Shot sells through all it's supply and spends most of 2025 sold out.
A BROADER VISION
Mel sees a product for everyone.
After trying the product, Mel Robbins reaches out to Giacomo. She thinks the focus on male athletes is too narrow. She sees it in lunch boxes, in offices, and in everyday life. Mel proposes joining the company to broaden its appeal, with one condition: change the formula. Her goal: make Genius Shot better, and protein easier to fit into daily life.
DOCTORS JOIN THE TEAM
More experts. A new formula.
Mel brings doctors and researchers on board. The team grows to include Dr. Amy Shah, Dr. Eric Trexler, Dr. Betsy Grunch, Dr. Lucia Aronica, and Dr. Judith Joseph.
The goal is simple: help more people fit protein into daily life, even with a busy schedule or a small appetite. Mel and Dr. Amy Shah lead changes that replace artificial flavors and sweeteners with natural alternatives.
PURE GENIUS LAUNCHES
A new name. A wider audience.
Mel officially launches Pure Genius, with a new formula, a new look, and a broader purpose. As more people discover the product, we sell out of flavors again and again.
TARGET LAUNCH
Pure Genius launches at Target.
Pure Genius launches at Target, making it easier to pick up alongside the things people already need.
PROTEIN + FIBER
Protein + Fiber joins the lineup.
We launch Protein + Fiber as part of our mission to use leading science to make meaningful health improvements easy, enjoyable, and accessible. It brings protein and fiber together in one small shot, making both easier to fit into daily life.
CVS LAUNCH
Pure Genius launches at CVS.
Pure Genius launches at CVS, selling single bottles for the first time. Now you can grab one shot on the go, or try a new flavor before picking up a full pack.
PURE GENIUS GYM
Dr. Mike launches Pure Genius Gym
Dr. Mike launches Pure Genius Gym, focused on providing entertaining and educational content on how to hit all of your protein and gym goals.
Why we exist, and what we actually do about it every day.
Our Vision
A world where hitting your protein goal doesn't take a plan, a mixer, or a mindset shift — where the easiest option is also the best one, for everyone, at every age and stage of life.
Our Mission
To turn leading nutritional science into something anyone can actually use — built with real doctors and researchers, and designed to fit into a real, busy life. Small daily changes. Real habits. Real people.