Goodbye!

End of an Era at ATP Science: What now?!?

As we pen this farewell message to you, our ATP Science family, and friends, we're filled with a mixed bag of emotions. Our hearts are heavy with the nostalgia of a decade-long journey that has shaped us, taught us, and brought us closer to so many of you. Yet, we can't help but feel a spark of excitement for a new adventure.

A decade ago, frustrated by the offerings created by most of the health and wellness market, we created ATP Science. It was born out of a need for something real, something free from all the hype and harmful ingredients, something that put results before excuses and firmly believed that nature indeed knows best. The ATP Science you've come to know, with its distinctive, irreverent character, is a true reflection of who we are. It's a brand that didn't shy away from having fun, while simultaneously maintaining a deep seriousness for our products, education, and customers.

Under our watch, we've had our share of highs and lows, victories, and setbacks. We built an incredible team, fostered a community around our influential podcast, and developed products that have captured significant market share. We're proud to say that we've:

• Made it to the BRW top 100 fastest-growing Australian companies, twice.
• Won Brand of the Year and other Product of the Year awards
• Successfully developed and launched our unique Collagen Jelly and Marshmallow bars nationally ranged through Woolworths and Coles.

So, what’s next for Toni and me? Well, we're pretty eager to explore some uncharted areas in health and wellness, focusing on some new, cool, and really fun ideas. Initially, the feeling was one of reluctance – are we really starting again?!?! – like when you're about to win in a game of snakes and ladders and step on a snake that sends you all the way back to the start. Now, however, it's morphed into one of excitement – that familiar feeling we’ve been missing for a while, that true entrepreneurial spirit!

We know there are whispers and questions from those that love and support us. To those of you wondering what comes next, we want to assure you that we have set some clear boundaries and we fully intend to honour them. We're respecting our past, while not letting it limit our ambitions for the future.

So here we are, standing on the edge of a cliff, with a kit plane in hand. A bit mad, you might say, but then, what's life without a little bit of madness? We're jumping off, hoping to assemble this thing before we hit the ground. Either way, it's sure to be entertaining. Yes, it's not our first time standing here, but we're hoping it'll be the last! And to the crowd staring on, we do hope you'll be there. After all, everyone loves a good comeback story... or an impressive explosion? Haha!

To the ATP team, especially those who've been with us through thick and thin, past and present, thank you. You are the real heroes of this story. The achievements we've celebrated and the challenges we've faced, we couldn't have done it without you. We will miss you all!

As we say goodbye to ATP Science, we want to reassure you that the company is in safe hands. It's grown up, matured into a brand that can hold its own and is ready to continue its journey under the stewardship of a far more structured team.

Finally, In the spirit of our favourite quote from Zig Ziglar, "You can have everything in life you want if you will just help enough other people get what they want,"

Signing off from ATP Science?

Jeff and Toni Doidge

Toni Doidge ATP Science