If you were around in the early 2000s fitness boom, you probably remember the Muscletech era—when Cell-Tech was the creatine product everyone had to have. The combination of creatine monohydrate, sugar, and a proprietary blend of "insulin-spiking" ingredients made it one of the biggest-selling supplements of all time. Why was it so popular? Because the science behind creatine was undeniable. Even back then, studies had already proven that creatine:

✔️ Increases strength and power output
✔️ Enhances muscle recovery
✔️ Improves muscle hydration and fullness

✔️ Aids in lean muscle growth

It was marketed as an absolute necessity for serious lifters, and brands like Muscletech capitalized on the hype by overpricing a simple product. But here’s the kicker: creatine monohydrate itself is dirt cheap—yet, if you slapped a flashy label and "advanced formula" on it, people would pay double or even triple the price. At the time, creatine was marketed almost exclusively to men. Everything from the packaging—dark colors, aggressive fonts, and shredded dudes on the tub—to the advertising screamed “high-testosterone gym culture.” Women weren’t even considered a target demographic. Fast forward 20 years, and the landscape has shifted dramatically.

The Industry Evolves: Rebranding for a New Generation Like any industry, the supplement market saw a decline in creatine sales after its initial boom. The problem?

💡 Creatine wasn’t "new" anymore.
💡 Everyone already knew about it.
💡 Marketing had hit a plateau.

So, what do supplement companies do when a product stops being exciting? They repackage it. The strategy was simple: Make creatine appealing to a wider audience—and that meant targeting women.