I didn’t start Fuel because the world needed another supplement brand.
I started it because I’d seen too much.
I spent years working inside one of the major sports nutrition companies. I learned how the industry operates — the marketing, the positioning, the margins.
After that I formed a company that introduce the sports nutrition category into one of the biggest retail chains in South Africa.
I represented eight of the top supplement brands, giving me an up-close, behind-the-scenes look at how these companies really work.
That role came with responsibility.
I was tasked with testing authenticity. Verifying claims. Scrutinising labels.
What I saw changed everything.
The supplement world is built on marketing, not truth.
✖️ Underdosed ingredients.
✖️ Cherry-picked studies.
✖️ Fairy-dust inclusions.
✖️ Labels designed to impress — not inform.
It’s not all bad. But it’s far from honest.
And once you’ve seen how it’s done, you can’t unsee it.
I’m not a formulation scientist.
I’m not pretending to be the smartest chemist in the room.
What I have been privileged to is meeting the very best experts in this industry — the ones who care about evidence, purity, and doing things properly.
Fuel is built alongside them.
I ask the hard questions.
I challenge the label.
I push for proof.
And if we can’t back it — we don’t sell it.
Gary Seymour
Simple. Fuel exists because the supplement industry lost its way.
We build products around:
✖️ Transparent labels
✖️ Proven doses
✖️ Traceable ingredients
✖️ Real testing
Not:
✖️ Trends
✖️ Hype
✖️ Influencer campaigns