In 2017, Jonathan Lemkin embarked on a new journey by establishing UnNaturals, a company specializing in vitamins and supplements. This venture followed his long career in law enforcement as a police officer. Driven by his lifelong passion for fitness, Lemkin transformed UnNaturals into a prominent fitness supplement brand with an internal mission to uphold the truth.
Lemkin’s vision for UnNaturals revolves around the concept that people are eager to achieve their goals swiftly, and they are willing to make necessary efforts to reach them. The vitamin and supplement industry has thrived in recent years, with Americans becoming increasingly health-conscious. Rising pharmaceutical drug prices, media attention on health and wellness trends, and research on diet-related illnesses have contributed to this industry’s growth. In the coming years, the market is expected to expand, primarily due to heightened health awareness and the proliferation of fitness centers.
UnNaturals has rapidly become a leader in North America, the largest market for dietary supplements, and plans to continue its growth. The company focuses on providing supplements for both men and women, along with branded fitness apparel. TrenRage, a pre-workout supplement, stands out as a best-seller, claiming to enhance workout performance.
Jonathan Lemkin, the founder and CEO, embarked on his entrepreneurial journey with a dual motivation: achieving personal freedom and helping others. Breaking free from the 9-5 work routine allowed him to follow his passion for fitness. His own experiences, including challenges and personal growth, led him to help others in their fitness endeavors. Lemkin’s journey has been one of offering assistance and empowerment during tough times.
In an age of instant gratification, Lemkin recognizes the desire for quick results in various aspects of life, including fitness. The UnNaturals’ philosophy is to help people reach their goals as quickly as possible while emphasizing that there’s no way to bypass proper training and diet. Many individuals turn to supplements to expedite their progress, seeking instant gratification.
The UnNaturals’ brand message challenges the norm in the supplement industry. The brand’s name, “UnNaturals,” goes against the convention of using the word “natural” in marketing campaigns. Lemkin believes that the term “natural” is subjective and that transparency is more crucial. The key is to provide products that speak for themselves based on their quality.
The rise of self-directed consumers, who seek information online, has affected the vitamin and supplement industry positively. Informed consumers are looking for cutting-edge, safe supplements to help them reach their goals quickly. The UnNaturals is known for its unique and funny brand identity but is recognized as a serious company when one examines its product ingredients.
Jonathan Lemkin’s advice for aspiring entrepreneurs is to maintain multiple income sources and avoid depending on a single income stream. He emphasizes learning from mistakes as a crucial part of the entrepreneurial journey. Competition should be with oneself, focusing on self-betterment rather than comparison with others.
