So how did ATP Science come into existence?
On a cold winters day in 2010 a Graphic artist, Scientist and Businessman walk into a coffee shop and were never the same again.
Toni and Jeff, sat under gas lit heater, cupping a mug-o-chino waiting for this legendary “rock star formulator” to arrive. The guy sounded like a super nerd, formulating for the who’s who of supplement companies, a brilliant naturopath and all round amazing talent. Expecting to see a balding glass-wearing super geek with a massive cranium – both Jeff and Toni were taken aback when Matt entered the shop. Looking more like a front row forward, tall and heavy set with long curly hair – he could not have looked further from what they had envisioned. “Gday, Im Matt” he said sticking out his hand, his broad “ocker Aussie” accent more reminiscent of Steve Irwin the crocodile hunter than any nerd.
But like most things in life the diamonds are sometimes in the rough. Jeff and Toni were soon to discover this scientist was exactly what they had been looking for; brilliant, honest and uncompromising (and as he would say “devilishly handsome”). For Matt, Jeff and Toni were just the business people he had wished to meet and somewhat of a rarity – they were honest. One thing was for sure – nothing was going to be the same after that day and very soon after they met Jeff, Toni and Matt founded Advanced Technology and Pharmacology Science now known as ATP Science (which is way easier to say AND write) and set about with a simple idea – to change the world.
What is different about ATP Science?
ATP Science is not only on a different page than other health companies – we are in a different book!
Our motto is results, not excuses – and we live by that rule for everything we do. We believe that in order to help people achieve whatever their health goals are we have to produce great products and back it up with great information in a way that people can understand and implement.
We believe we create “best in class” or unique products that no company in their right mind would create because to quote a venture capitalist we once spoke to “educating the market is business suicide”. Well – we did it. And yeah at first we were laughed at (and nearly went broke) …then we were ridiculed, then debated about and called “abstract” scientists and idiots and then finally (and this is when we knew we were making a dent in the market) other companies started copying us – and poorly mind you. You see we don’t use google keyword searches or marketing focus groups to create our products. We look at problems and then look at the means to solve that problem, without looking at what other people are doing. Doing this has led to 3 global patents in product category’s we believe are unique – a totally new class of product entirely – because we aren’t sheep – we don’t play follow the leader! We are a unicorn that makes its own path and helps people to get the results they deserve.
Some unique things we have done to create change in the supplement industry is educate people through our health podcast which is ranked consistently in the top ten in the world on iTunes and currently receives over 250,000 listens every month.
Why did we choose to manufacture?
When ATP Science first started, we followed conventional business advice, or so called “Best Practice” and looked to outsource everything. Slowly but surely after constant disappointment, we insourced almost everything (except for our cosmetics and TGA listed products). From distribution to branding and marketing and finally manufacturing all our own Food-based products. “The Screw it, let’s do it” was a defining moment in our company’s history.
So in becoming the reluctant manufacturer we have become a better company. We now understand how to reduce redundancies in our formulation, removing excipients, going clean label and truly having crystal clear clarity over our end product. It certainly hasn’t been an easy process but as the old saying goes – if it was easy everyone would do it. Maximising profits and minimising staff is the motto that many companies run by – and we understand that is a great way to improve the bottom line, however, for ATP Science it’s about producing the best possible product we can make (if someone can do it better than us, then we will use that service). For the most part we have found while it may be a cheaper exercise, and certainly a lot less management and head space to outsource manufacturing, we have consistently found the value, care and attention to detail is not there. We often say that manufacturing was the hardest thing ATP Science has ever done, but also the best thing we have ever done.
So, where from here? Currently we are upgrading our facility with new packaging lines, increasing our blending capacity and hiring more manufacturing staff. We have taken on additional leases to contain the amount of stock we are producing and are looking even further ahead to manage the continuous growth we are experiencing. It is very likely we will start construction of our very own purpose built facility expanding our capabilities and output significantly (just quietly we envisage a Googlesk type of environment with work friendly environments and state of the art everything). While the destination is important, we understand the journey has to be both values-driven and fun. We constantly receive resumes of people wishing to join our company because we extoll the virtues of enjoying life, adding value and serving others. Going forward, we will continue to find ways to deliver those key attributes which makes ATP Science successful.
Finally, we are not afraid to go where others won’t. We are not afraid to stand up to the status quo of what is the norm in the industry if science shows there is a better way. We care about people: we care about results.
Matt and Jeff receiving the 2017 Australian Supplement Awards and the 2017 Nutrition Warehouse Supplement Award Nominations (took first place award in “Brand of the Year”, “Women’s Supplement of the Year” and “Men’s Supplement of the Year”