Momentous Dropped Creapure for Its Own 99.99% Creatine Spec

Momentous walked away from Creapure, one of the most respected creatine sources in the industry, and replaced it with its own 99.99%-purity specification called Signature Spec. Co-founder and CEO Jeff Byers made that call in the same year he took the brand into Target.

"Creapure is amazing," Byers said, crediting the ingredient for its role in building Momentous. The switch came from what the company calls The Momentous Standard: keep raising your own bar even at the top of the category. "We believed better can be done," Byers said.

Byers has a record of expensive decisions. Last year he pulled a product generating $500,000 a month — roughly $6 million a year — because the science no longer held up. Rebuilding a best-seller before a mass-retail debut is consistent with that pattern. The bet rests on whether discipline survives scale.

What does the new specification actually change?

Creatine is among the most studied supplements on the market, backed by more than 685 human clinical trials across ages, doses and durations of up to 14 years. Once a category's science is settled, most brands compete on format, flavor and price. Independent testing found three of five popular creatine gummies failed, one with less than 25% of the creatine claimed on its label.

Byers went the other direction. "Innovation is quality. Innovation is sourcing," he said.

Signature Spec Creatine is made in a facility to a 99.99% purity standard with strict limits on heavy metals. It is purified with reverse-osmosis water filtration instead of the chemical wash common across the industry. It is screened for PFAS and microplastics, which standard certifications do not require. Every batch passes through six stages of testing across four independent groups: Eurofins, Light Labs, NSF Certified for Sport and SuppCo.

There is a business logic beyond purity. Owning the spec, Byers said, "created a robustness in our business that we hadn't had." Buying a branded ingredient means sharing control of quality and supply with a partner; owning the specification puts both in-house.

How do Target and The Vitamin Shoppe fit in?

Momentous landed on end caps in nearly 600 Target stores this summer, ahead of a rollout to every store in October. That followed its entry into more than 600 The Vitamin Shoppe locations. The timing aligns with Target's plan to grow its wellness assortment by 30% in 2026.

Byers assigns each retailer a distinct role. The Vitamin Shoppe carries 20 to 25 products and serves as the brand's home base. "If Momentous had a retail location, it would be The Vitamin Shoppe," he said. Target carries 12 products and functions as the discovery channel for new customers.

Asked whether anything changed for Target, Byers said no. The creatine on an end cap comes from the same lots sold to professional and college teams, and everything is still made domestically. That claim will be tested at volume.

Where is the product line heading?

Simplification is the strategy. The team is moving to real flavors and fewer ingredients — rebuilding its chocolate protein with just cocoa, and using raw ingredients like vanilla bean and cinnamon. Its sleep formula was reformulated with magnesium threonate and now costs less.

New launches follow the same logic:

• Daily Hydration: 100mg of sodium and 50mg of potassium per serving, built for work, travel and light training. Context matters here — 90.7% of U.S. adults exceed the 2,300mg daily sodium limit, while fewer than 2% get the recommended potassium, according to research using national survey data. Byers calls heavier doses overkill for everyday life; the brand saves those for Fuel, its drink for long, intense training.
• Pre-Workout powder: lists every ingredient and dose, with no proprietary blends. It pairs 150mg of caffeine with 300mg of L-theanine, a combination studied for focus without jitters.
• Fiber: the category Byers is most excited about. "Fiber feels like where we were with creatine three or four years ago," he said, arguing the category is in its early innings.

Can the standards survive scale?

In January 2026, Momentous announced a multi-year partnership with Arnold Schwarzenegger. Byers described a three-year diligence process in which Schwarzenegger's team examined suppliers, manufacturers and track record — and watched the company pull Fadogia and keep reformulating. "This was not about money," Byers said. "He would have picked somebody else."

Byers learned the culture risk of fast growth firsthand. After an earlier merger, he spent six to nine months rebuilding a company that had lost its way. "Teams ultimately build those standards or kill those standards," he said. Momentous now has more red tape than ever, and Byers sees his job as protecting the scrappiness that got it there. "Don't underestimate the values that you put in place," he said.

Byers and co-founder Erica Good could have kept using one of the best creatines in the world without question. Instead they raised their own bar and put the result in front of millions of Target shoppers — and Target's shelves will now test whether those standards hold at scale.