NORTH Performance, a supplement company co-founded by orthopedic surgeon Dr. Masi Reynolds, has launched pre-orders following increased consumer interest sparked by actor Scott Eastwood's appearance on Joe Rogan's podcast.
The company distinguishes itself by structuring celebrity and athlete promoters as equity-holding co-owners rather than paid endorsers. The co-owners collectively command over 100 million social media followers, according to the company.
Chief Marketing Officer Paul Oliver said the equity arrangement aligns incentives. "Our co-owners aren't paid to talk about NORTH," Oliver said. "They have equity in the business, and they believe in the product."
The company, based in Silicon Valley, claims its products are manufactured at an NSF-certified, FDA-compliant facility in Lindon, Utah. The company advertises "full ingredient transparency" and says its products target "all seven human performance domains simultaneously."
Reynolds' credentials as an orthopedic surgeon and Division IA athlete are legitimate, according to public records.
The company pledges one percent of annual revenue to 1% for the Planet, an environmental nonprofit.
Pre-orders are open at northperformance.com, with a September 2026 launch date planned.
The supplement industry faces lighter FDA oversight than pharmaceuticals. Dietary supplements do not require pre-market approval, and manufacturers are responsible for ensuring safety and efficacy, though enforcement is reactive rather than preventive.
