Behind the brand: Innermost

by Lexie Taylor | Growth Marketing Manager

Sep 15, 2021

We all know that sticking with healthy habits – eating nutritional food, exercising regularly, and taking time to rest – helps us to live longer, healthier lives. Yet it’s not always easy to know where to begin.

Asking for help can sometimes lead to confusing explanations, contradictory advice, and the latest must-try fad. That’s why Innermost is taking a different approach. They aim to cut through the confusion and support your wellness journey by offering access to experts, education, advice, and evidence-based nutrition products.

Shivraj Bassi founded Innermost in 2017 with a clear vision – to craft products that put you in charge of your health, not the other way around. Fast-forward four years and Innermost has taken the industry by storm, winning Best Whey Protein in the 2018 Men's Health Sport Nutrition Awards, and gaining a large following of loyal fans and ambassadors.

Here Shivraj talks to Situ Live about taking a fresh approach to nutrition and what makes Innermost stand out in a crowded market.

Describe the Innermost brand in one sentence.

Innermost is a nutritional supplements brand that’s on a mission to cut through the confusion to help people take control of their health and feel great.

Before founding Innermost you were an Executive Director at Goldman Sachs, what inspired this change of direction?

I learnt a huge amount during my career at Goldman Sachs but towards the end of my time there, I wasn’t the happiest and my health was suffering. I took some time to re-adjust and it was during that process that I reconnected with being healthier, exercising, and taking care of myself. I got a renewed first-hand appreciation of how important it is to look after your health and that led to the genesis of Innermost.

The protein powder and supplement market has really boomed in recent years, what sets Innermost apart from the crowd?

There is a huge amount of confusion and misinformation in the nutritional supplements space. We took a different approach based on our belief that the best way to get healthier is evidence-based science, not fads. We use that approach as well as best practices from Ayurvedic and Asian medicine to craft targeted wellness products that align with the health needs consumers tell us are most important to them.

The term ‘wellness’ gets thrown around a lot, but what does it mean to you?

It’s a broad term that relates to the quality of your physical and mental health, both of which can be improved through the choices we make and the habits we pursue.

Your protein powder can be added to smoothies, porridge, baked into flapjacks and so much more, do you have a go-to recipe?

We have a bunch of protein smoothie recipes that we’ve made over the past few years. One of my favourites is something we call A$AP Coffee. Take 160ml of almond milk, 30ml of coffee, 1 tablespoon of almond butter, 1 tablespoon of agave syrup, 8 ice cubes and 30g of any Innermost protein blend. Blend it all up together in a blender until it has a nice thick consistency for the perfect morning wake-me-up.

What tips would you give to someone who wants to improve their fitness, but perhaps doesn’t know where to begin?

Identify healthy habits around your diet and exercise that are practical and achievable, and then be consistent around implementing them. Don’t overcomplicate things and if something sounds too good to be true, it probably is.

Check out the Insight section of our website to get to know what’s real and what’s a gimmick with articles that can help wherever you are on your fitness journey.

What are you most looking forward to about your residency at Situ Live?

After a crazy year, we’re looking forward to finally getting our products back Infront of consumers. The Situ Live concept is an amazing opportunity to present our products in an experiential way that mirrors the way that people would experience them in real life. We can’t wait for it launch.