Inside the Mind of a Nutraceutical CEO: Trystin Nance, Pioneering Industry Firsts at Ascentix Innovation Labs

In this edition, we’re going inside the mind of a visionary leader who’s revolutionising the nutraceutical space— Trystin Nance , CEO of Ascentix Innovation Labs, LLC . At Ascentix, they are on a mission to break free from the monotony of the industry by introducing game-changing products and elevating existing ones with cutting-edge ingredients and formulas. Their approach is redefining the consumer experience and setting a new standard in the market.

As Trystin puts it, the company’s philosophy is rooted in the idea of ascending—moving upward, overcoming challenges, and achieving true greatness in every aspect of life. Ascentix isn’t just about innovation; it’s about advancing beyond the status quo and empowering consumers to reach their full potential.

Join us as we dive into Trystin’s journey, the vision behind Ascentix Innovation Labs, and the key lessons he’s learned while pushing the boundaries of the nutraceutical industry. Get ready to be inspired and discover how Ascentix is shaping the future of consumer products.

Here's what I asked;

How did you get into the industry?

I still see myself as a bit of an outsider in this industry. My journey into being a founder really started with my love for fitness. I noticed a gap in the market—there weren’t any effective amino acid gummies out there, so I decided to take a stab at creating my own.

At the beginning, it was all very DIY. I used kitchen gelatin and supplements to experiment with formulas, testing them on my friends. To my surprise, they loved the flavor and the product itself. That encouragement gave me the push to explore manufacturing and make it happen.

What main lesson did you learn along the way?

The biggest lesson I’ve learned is that things don’t happen overnight. For example, it took me two years to get my second product to market. Along the way, I realised how important it is to get help from others. I’ve since brought four people onto my board and advisory team, and their guidance has been invaluable.

Grit, determination, and commitment to the idea are also key. It’s hard to convince anyone to back you when you haven’t already taken significant steps yourself. But by persevering and making progress, you can build credibility and momentum.

What would you say you did well?

One thing I’m proud of is my ability to build strong relationships. For instance, I was the first to put AstraGin in a product and went the extra mile to get it reviewed by seasoned professionals. I even managed to get a study done with their help, which was a big win.

I really listened to their advice and made them part of the journey. Many of those same people are still involved in the business today, from the early days to now. Maintaining those relationships has been crucial—it’s like networking has been my best non-financial investment.

If you could start over, what would you do differently?

If I could go back, I’d tell myself to either go all in and do it fast or take a slower, more thoughtful approach—but don’t sit somewhere in the middle. During the early days, I was halfway in and halfway out, and that slowed me down.

Finding a manufacturer, for instance, was a long process. If I’d acted faster and pushed harder to get the product to market sooner, it might have saved me a lot of time. I was still first to market, but it felt like I wasted opportunities to move quicker.

You're particularly active on LinkedIn, has this helped?

LinkedIn has been a game-changer for me. It’s helped me make warm connections and seek advice from people I wouldn’t have reached otherwise. Two of my current advisers are people I connected with through LinkedIn. It’s such a powerful tool for networking and building your brand when you use it strategically.

On the business side, LinkedIn has also been helpful for generating B2B leads. It’s allowed me to approach growth not just as a founder but from an owner-operator perspective.

What advice would you give to a budding CEOE/Founder?

First, understand that launching a product can be overwhelming—there’s a massive amount of information out there about ingredients, delivery formats, and processes. It’s easy to fall into paralysis by analysis.

What I’d recommend is getting a Minimum Viable Product (MVP) done first. Work with manufacturers early, get a prototype, and then look back to refine your vision based on everything you’ve learned during development and launch. You’ll never know everything from the start, but by taking action, you’ll put yourself in a position to figure it out as you go.

Also, be prepared to invest—both time and money—and commit fully to your idea. Once you do, the rest will start to fall into place.

Trystin Nance and the team at Ascentix Innovation Labs are truly redefining what’s possible in the nutraceutical industry. Their commitment to innovation, cutting-edge ingredients, and elevating consumer experiences is setting a new standard in the market. By focusing on both product excellence and the empowerment of consumers, they are not only disrupting the status quo but also pushing the boundaries of what it means to ascend—both personally and professionally.

As we’ve seen in this interview, the journey to success in this space is anything but easy, but with a clear vision, unwavering determination, and the right mindset, anything is possible. Trystin’s insights offer a glimpse into the future of the nutraceutical industry and serve as a reminder that true greatness comes from both resilience and innovation.

Next month we take a close look into the scary world of AI and how it's shaping our industry!