355. Oskar Holmblad and Emil Sjölander, Co-Founders of Nomio

Today, I'm joined by Oskar Holmblad and Emil Sjölander, co-founders of Nomio.

A natural performance enhancer, Nomio is a refrigerated broccoli sprout shot that reduces lactic acid to extend endurance during intense training.

In this episode, we discuss the new ritual for elite athletes.

We also cover:

• The Swedish science behind the product
• Elite athlete seeding as core go-to-market strategy
• The challenge of explaining a new ingredient to consumers

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Website: www.drinknomio.com
IG: www.instagram.com/drinknomio

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Chapters:
(00:00) Introduction
(01:00) Founder backgrounds
(02:00) What is Nomio
(03:00) Isothiocyanates and Swedish research
(04:00) Nitrate pioneers and discovery story
(08:00) Product feedback from athletes
(10:00) Early adoption and repurchase rates
(15:00) Scaling and production
(20:00) Athlete seeding strategy
(25:00) Credibility and positioning
(31:00) Science versus storytelling balance
(33:00) Market differences across regions
(34:00) 2028 Olympics ambition
(36:00) Growth flywheel
(37:00) Conclusion