Table of Contents

1. Introduction
2. Unpacking Protein: The Body's Essential Builder
3. Unpacking Creatine: Powering Explosive Performance
4. The Fundamental Differences: Mechanism and Purpose
5. Synergistic Strategies: When and How to Use Each
6. Beyond the Basics: A Holistic Wellness Approach with BUBS Naturals
7. Making the Right Choice for Your Journey
8. FAQ

Introduction

For anyone committed to an active lifestyle, navigating the world of nutritional supplements can feel like deciphering a complex code. Two names consistently rise to the top of discussions around performance and recovery: creatine and protein powder. Yet, despite their popularity, a fundamental question often lingers: are creatine and protein powder essentially the same thing? This common misconception can lead to confusion, potentially hindering your progress towards your wellness and fitness aspirations. While both are powerful tools in an active individual's arsenal, they operate through distinct mechanisms and serve unique purposes within the body.

The journey to understanding these vital compounds begins with recognizing their individual biological roles. Creatine, a naturally occurring amino acid derivative, is primarily involved in rapid energy production for high-intensity, short-duration activities. Protein, a macronutrient composed of amino acids, is the fundamental building block for virtually every tissue in the body, most notably muscle repair and growth. Historically, athletes and fitness enthusiasts have sought ways to optimize their physical capabilities and accelerate recovery, leading to the widespread adoption of both these supplements.

In this comprehensive guide, we'll strip away the confusion and delve deep into the science behind creatine and protein powder. We'll explore their unique structures, mechanisms of action, and the specific benefits each offers, drawing a clear distinction between these often-compared, yet functionally different, supplements. Our purpose is to equip you with the knowledge to make informed decisions that align with your personal health and performance goals. You’ll learn how to leverage each supplement effectively, understand their roles in a balanced wellness routine, and see how our commitment to clean, science-backed ingredients at BUBS Naturals aligns with your pursuit of optimal health. By the end, you'll have a clear understanding of why these two stand as distinct pillars in the world of sports nutrition, empowering you to fuel your adventures with precision and purpose.

Unpacking Protein: The Body's Essential Builder

Protein is far more than just a supplement; it is an indispensable macronutrient, a cornerstone of life itself. Composed of various amino acids—often called the "building blocks of life"—protein plays a multifaceted role in virtually every biological process within the human body. From the structure of our hair and nails to the function of enzymes and hormones, protein is constantly at work, repairing tissues, building new cells, and supporting immune function. For active individuals, its role in muscle growth, repair, and recovery takes center stage.

To fully appreciate protein, it’s helpful to understand its fundamental structure. Proteins are long chains of amino acids, of which there are 20 different types. Nine of these are considered "essential amino acids" (EAAs), meaning our bodies cannot produce them, and we must obtain them through our diet. The remaining 11 are "non-essential" because the body can synthesize them from other amino acids. A "complete protein" source contains all nine essential amino acids in adequate proportions, typically found in animal products like meat, eggs, fish, and dairy, as well as some plant-based sources like soy and quinoa.

When we consume protein, our digestive system breaks it down into individual amino acids, which are then absorbed and utilized by the body for various functions. For an athlete or anyone engaging in regular physical activity, this process is crucial for muscle protein synthesis (MPS). After a workout, muscle fibers experience microscopic tears, and protein intake provides the necessary amino acids to repair these tissues, leading to stronger, more resilient muscles over time. Without adequate protein, the body struggles to repair and rebuild, potentially leading to slower recovery and diminished performance gains.

Different types of protein powder offer varying absorption rates and amino acid profiles, catering to diverse needs. Whey protein is a popular choice for post-workout recovery due to its rapid digestion and high leucine content, an EAA critical for triggering MPS. Casein protein, also dairy-derived, digests more slowly, providing a sustained release of amino acids, often favored before bed. Plant-based proteins like pea, rice, or hemp offer alternatives for those with dietary restrictions.

At BUBS Naturals, we prioritize clean, high-quality protein sources. Our commitment to a no-BS approach means we focus on simple, effective ingredients. For instance, our Collagen Peptides offers a unique protein source derived from grass-fed, pasture-raised hydrolyzed collagen (Types I & III). While it contributes to overall protein intake, its amino acid profile is particularly rich in glycine, proline, and hydroxyproline, specifically targeted to support healthy joints, skin, hair, and nails. This makes it an excellent addition for those looking for comprehensive wellness support beyond just muscle repair. We believe in supporting your active lifestyle with products that integrate seamlessly into your routine, just like our easily mixing Collagen Peptides.

Optimizing protein intake is essential for active individuals. While the Recommended Dietary Allowance (RDA) for protein is 0.8 grams per kilogram of body weight per day for the average adult, those with higher activity levels or specific fitness goals may require significantly more—often ranging from 1.2 to 2.0 grams per kilogram. This increased intake supports the heightened demands of continuous muscle repair and adaptation, helping to maintain lean mass and facilitate recovery. For example, a person regularly engaging in strength training might aim for 20-25 grams of protein within an hour or two post-workout to maximize muscle protein synthesis.

In summary, protein is an indispensable macronutrient vital for countless bodily functions, particularly muscle growth, repair, and overall structural integrity. Protein powders serve as a convenient and effective way to ensure adequate daily intake, especially for those with active lifestyles, offering distinct benefits depending on their specific amino acid profiles and absorption rates. Our Collagen Peptides Collection stands as a testament to our dedication to providing specialized, high-quality protein options that support a broader spectrum of wellness goals.

Unpacking Creatine: Powering Explosive Performance

Creatine is another powerful compound often discussed in the context of athletic performance, yet its role and mechanism of action are distinctly different from protein. Far from being just another protein source, creatine is an organic compound naturally produced in the body, primarily in the liver, kidneys, and pancreas, from the amino acids arginine, glycine, and methionine. It is also found in small amounts in certain foods, particularly red meat and fish. However, for those seeking to maximize its benefits, supplementation becomes a practical and efficient route.

At its core, creatine’s primary function revolves around energy production, specifically for short bursts of high-intensity activity. It plays a critical role in the phosphocreatine energy system, which is the fastest way for your body to regenerate adenosine triphosphate (ATP). ATP is the body’s universal energy currency, essential for every cellular function, including muscle contraction. During strenuous, explosive movements—like a heavy weightlifting set, a sprint, or a powerful jump—the body rapidly depletes its ATP stores. This is where creatine steps in.

When you take creatine, it increases the stores of phosphocreatine in your muscles. This phosphocreatine then donates a phosphate group to adenosine diphosphate (ADP), quickly converting it back into ATP. This rapid regeneration of ATP allows your muscles to sustain high-intensity efforts for longer periods, delay fatigue, and ultimately perform more work. Imagine being able to squeeze out an extra rep or two during your heaviest set, or maintain your sprint speed for an additional few seconds—that’s the kind of performance edge creatine can provide.

The benefits of creatine supplementation are well-documented and extend beyond just raw power. Research consistently shows that creatine can:

• Increase Muscle Strength and Power: By improving ATP regeneration, creatine allows for greater force production during resistance training.
• Enhance Exercise Capacity: It enables individuals to perform more repetitions or maintain higher intensity during short-duration, high-effort activities.
• Support Muscle Growth (Lean Mass): While not directly building muscle tissue like protein, creatine can contribute to muscle growth by allowing for more effective training sessions, which stimulates muscle protein synthesis. It also draws water into muscle cells, contributing to a "volumization" effect that may signal growth and make muscles appear fuller.
• Aid in Recovery: Some studies suggest creatine can help reduce muscle cell damage and inflammation after intense exercise, potentially speeding up recovery.

Creatine comes in various forms, but Creatine Monohydrate is the most extensively studied and scientifically proven form, known for its efficacy, safety, and cost-effectiveness. Our Creatine Monohydrate is a single-ingredient supplement, reflecting our no-BS approach to providing only what you need to support strength, power, and training performance. We believe in providing functional, science-backed supplements that stand up to rigorous third-party testing, like NSF for Sport, ensuring you receive a clean and effective product.

Optimal dosing for Creatine Monohydrate often involves an initial "loading phase" of 20 grams per day (split into 4 doses) for 5-7 days to rapidly saturate muscle stores, followed by a maintenance dose of 3-5 grams per day. However, many individuals also achieve full saturation with a consistent 3-5 gram daily dose over 3-4 weeks, without a loading phase. The timing of creatine intake is not as critical as consistent daily use, though some prefer taking it post-workout to potentially enhance absorption alongside other nutrients.

To sum up, creatine is a fundamental energy booster for your muscles, enhancing power output and exercise capacity during high-intensity efforts. It works through the ATP-PCr energy system, distinct from protein's role as a structural builder. When you're pushing your limits and striving for that extra edge in strength and performance, our pure Creatine Monohydrate is designed to support your goals, embodying our commitment to functional and effective ingredients.

The Fundamental Differences: Mechanism and Purpose

The core of the "creatine vs. protein powder" debate lies in their distinctly different mechanisms of action and ultimate purposes within the body. While both are highly valued in the fitness community, comparing them directly is like comparing a wrench to a hammer—both are essential tools, but they excel at different tasks.

Protein's Role: The Builder and Repairer As established, protein's primary function is structural and reparative. It acts as the raw material for building and maintaining virtually all tissues in the body. Think of protein as the bricks and mortar for constructing a house.

• Mechanism: When you consume protein, it's broken down into amino acids. These amino acids are then reassembled by your body to create new proteins, whether for muscle fibers, enzymes, hormones, or antibodies. This process, known as muscle protein synthesis (MPS), is critical for muscle growth (hypertrophy) and repairing the microscopic damage that occurs during exercise.
• Energy Contribution: While protein can be used for energy, it's not the body's preferred source. Carbohydrates and fats are the primary fuels. The body will resort to using protein for energy, a process called gluconeogenesis, primarily when carbohydrate and fat stores are insufficient.
• Long-Term Impact: Adequate protein intake is essential for long-term health, muscle maintenance, and adaptation to training stress. It supports overall bodily function, satiety, and a robust metabolism.

Creatine's Role: The Rapid Energy Recycler Creatine, on the other hand, does not directly build muscle tissue in the same way protein does. Its function is to optimize the energy systems within muscle cells, particularly during short, powerful bursts of activity. Think of creatine as the high-octane fuel that allows an engine to run at maximum power for brief periods.

• Mechanism: Creatine increases the availability of phosphocreatine within muscle cells. Phosphocreatine rapidly donates a phosphate group to ADP (adenosine diphosphate) to re-form ATP (adenosine triphosphate), which is the immediate energy source for muscle contractions. This cycle ensures a quick and efficient energy supply for explosive movements.
• Energy Contribution: Creatine's role is almost exclusively energy-related, specifically in supporting the phosphagen system. It enhances the speed and efficiency of ATP regeneration, allowing muscles to perform at peak intensity for short durations. It does not provide calories in the same way protein does; rather, it makes existing energy more readily available.
• Short-Term Impact: Creatine's benefits are most pronounced in activities requiring maximal effort for 10-30 seconds, such as weightlifting, sprinting, or high-intensity interval training. It helps push performance boundaries during these acute efforts.

A Simple Analogy: Imagine you’re building a fire:

• Protein is like the firewood—the structural material that makes the fire bigger and stronger over time. You need a continuous supply to maintain and grow the fire.
• Creatine is like the kindling or lighter fluid—it helps ignite and sustain a very hot, intense flame for a short burst, allowing you to get the most out of that initial energy.

While both contribute to an enhanced physique and improved performance, they do so through entirely different physiological pathways. Protein provides the building blocks for growth and repair, supporting the fundamental structure of muscle. Creatine optimizes the immediate energy supply within those muscles, allowing them to perform at their peak intensity. Recognizing this distinction is key to effectively incorporating each into your wellness strategy. Our approach at BUBS Naturals is to provide you with truly functional, no-BS supplements like Creatine Monohydrate and Collagen Peptides, so you can understand their specific roles and empower your body for adventure and purpose.

In essence, protein focuses on the quantity and quality of muscle tissue over the long term, while creatine focuses on the intensity and output of muscle function in the short term. They are complementary, not interchangeable.

Synergistic Strategies: When and How to Use Each

Understanding the distinct roles of creatine and protein powder naturally leads to the question of how to best integrate them into your routine. The good news is that they are not mutually exclusive; in fact, they can work synergistically to support comprehensive fitness and wellness goals. The key lies in understanding individual needs, optimal timing, and the specific outcomes you're aiming for.

Protein for Sustained Growth and Repair: Protein intake should be consistent throughout the day, not just centered around workouts. Spreading your protein intake across multiple meals and snacks helps ensure a steady supply of amino acids for muscle protein synthesis and other bodily functions.

• Post-Workout: This is perhaps the most well-known timing for protein. Consuming 20-25 grams of a fast-digesting protein like whey, or a complete protein source, within an hour or two after resistance training can significantly aid in muscle repair and recovery. A scoop of our Collagen Peptides can also be added to a post-workout shake or mixed into a smoothie for additional connective tissue support.
• Throughout the Day: To meet daily protein targets, incorporating protein into breakfast (e.g., eggs, Greek yogurt, or a protein smoothie), lunch, and dinner is crucial. Snacks like nuts, seeds, or a protein bar can bridge gaps between meals.
• Before Bed: A slower-digesting protein like casein (or even our Collagen Peptides) before sleep can provide a sustained release of amino acids overnight, supporting muscle recovery during periods of rest.

Creatine for Peak Performance: Consistency is paramount with creatine. While timing can be debated, daily intake is more important than specific pre- or post-workout timing for maintaining saturated muscle stores.

• Daily Dosing: The most common and effective strategy is to consistently take 3-5 grams of Creatine Monohydrate daily. This can be at any time—with breakfast, before a workout, or after.
• Loading Phase (Optional): For those looking to saturate muscle stores more quickly, a loading phase of 20 grams per day (divided into 4 doses) for 5-7 days can be employed, followed by the maintenance dose. This can be beneficial if you're starting creatine and have an event or intense training block soon.
• With Carbohydrates: Some suggest taking creatine with a source of carbohydrates or protein to potentially enhance its uptake into muscle cells via insulin response. This is often why people mix it into their post-workout shakes, which often contain both.

Combining for Comprehensive Wellness: Many individuals find combining both creatine and protein powder beneficial, as they address different aspects of physical performance and recovery.

• Post-Workout Synergy: A common and effective strategy is to combine your protein powder (for muscle repair) with Creatine Monohydrate (for replenishing energy stores) after intense exercise. This provides a comprehensive approach to fueling recovery and preparing for the next challenge.
• Daily Routine Example: An active individual might start their day with coffee enhanced by our MCT Oil Creamer – 10 oz Tub for sustained energy and mental clarity, ensuring they’re ready for the day's adventures. They might then take their Creatine Monohydrate and a scoop of Collagen Peptides with a midday meal. Post-workout, a protein shake combined with more Collagen Peptides would support muscle repair and joint health. Throughout their workout, staying hydrated with our Hydrate or Die – Lemon is essential for supporting muscle function and preventing fatigue.
• Beyond Supplements: It's vital to remember that supplements are just that—supplements. They are designed to supplement a well-balanced diet, consistent training, and adequate rest. A healthy diet rich in whole foods, sufficient sleep, and effective stress management are the foundational pillars of any successful wellness journey.

Choosing the right supplements, like our meticulously sourced Creatine Monohydrate or our versatile Collagen Peptides, is a step towards optimizing your body's natural functions. We believe in providing clean, functional, and science-backed ingredients to support your active lifestyle, without the hype.

In summary, integrating protein powder and creatine into your routine involves understanding their distinct roles and timing them strategically. Protein supports consistent growth and repair, while creatine empowers explosive performance. Used together, they offer a comprehensive approach to enhancing physical capabilities and fostering recovery. This thoughtful integration, always underpinned by a healthy lifestyle, aligns perfectly with our commitment to balanced wellness at BUBS Naturals.

Beyond the Basics: A Holistic Wellness Approach with BUBS Naturals

While creatine and protein powder play significant roles in targeted physical performance and recovery, we understand that true wellness extends far beyond isolated supplements. At BUBS Naturals, our philosophy is rooted in a holistic approach, emphasizing a life of adventure, wellness, and purpose. This means supporting your body's natural functions through clean, functional, and science-backed ingredients, always within the context of a balanced lifestyle.

Our journey began with a profound inspiration: the legacy of Glen "BUB" Doherty, a former Navy SEAL who lived life to the fullest. His spirit of adventure, dedication to peak physical condition, and unwavering commitment to helping others laid the foundation for our brand. We honor BUB's memory by not only crafting superior supplements but also by upholding his values through our 10% Rule, donating 10% of all profits to veteran-focused charities. This commitment to giving back is as integral to who we are as the quality of our ingredients.

A truly holistic wellness approach considers all aspects of health: nutrition, hydration, sleep, stress management, and mindful movement. Supplements, when chosen wisely, can enhance these pillars, but they can never replace them.

Optimizing Your Nutritional Foundation: Before reaching for any supplement, prioritize a diet rich in whole, unprocessed foods. This includes a diverse array of fruits, vegetables, lean proteins, and healthy fats. Ensuring adequate macronutrient and micronutrient intake from food sources is the first and most critical step. For instance, while protein powders are convenient, they should complement, not replace, protein from food. Similarly, the energy benefits of Creatine Monohydrate are most effective when your overall diet provides sufficient fuel.

The Power of Hydration: Often overlooked, proper hydration is fundamental to every bodily function, including energy production, nutrient transport, and temperature regulation. For active individuals, fluid loss during exercise can significantly impact performance and recovery. Electrolytes are crucial for maintaining fluid balance and supporting nerve and muscle function. Our Hydration Collection, featuring Hydrate or Die – Mixed Berry and Hydrate or Die – Lemon, is designed to support fast, effective hydration with a performance-focused blend of essential electrolytes and no added sugar, making it an ideal companion for any adventure or intense workout.

Supporting Gut Health and Digestion: A healthy gut is the gateway to overall wellness. It influences nutrient absorption, immune function, and even mood. Incorporating gut-supportive foods and supplements can make a significant difference. Our Apple Cider Vinegar Gummies, made with liquid ACV including "the Mother," offer a convenient and enjoyable way to support digestive and general wellness as part of your daily routine.

Sustained Energy and Mental Clarity: Beyond immediate energy bursts from creatine, sustained energy and mental clarity are vital for daily performance and focus. Healthy fats, particularly MCTs (Medium-Chain Triglycerides), can be a valuable addition. Our MCT Oil Creamer – 14 ct Travel Pack and Butter MCT Oil Creamer – 10 oz Tub from our Creamers Collection provide clean, creamy, mix-easy MCTs from coconut oil, ideal for supporting sustained energy and mental sharpness, whether added to your morning coffee or a post-workout shake.

The BUBS Naturals Difference: Our "no-BS" approach means we're transparent about what goes into our products and why. Every supplement, from our Collagen Peptides to our Creatine Monohydrate, is rigorously tested and certified by third parties like NSF for Sport, guaranteeing purity, potency, and absence of banned substances. This ensures you're putting only the cleanest, most effective ingredients into your body, aligning with our commitment to high-quality, natural ingredients.

At BUBS Naturals, we believe that true strength comes from within, supported by nature's best. By combining targeted supplements with a comprehensive approach to health, you can unlock your full potential and live a life of boundless adventure. Our products are designed to seamlessly integrate into your routine, making it easier to prioritize your wellness goals and honor the legacy of those who inspire us.

In summary, a holistic wellness approach encompasses all aspects of health, with supplements serving as supportive tools. At BUBS Naturals, we champion this balanced perspective, offering clean, science-backed products that complement a healthy lifestyle, all while honoring Glen "BUB" Doherty's legacy through our 10% Rule. We're here to support your entire wellness journey, encouraging you to nourish your body and mind for all of life's adventures.

Making the Right Choice for Your Journey

Navigating the world of supplements can often feel overwhelming, but when it comes to deciding between creatine and protein powder, the path becomes clearer once you understand their fundamental differences. Ultimately, the "right choice" isn't about one being inherently better than the other, but rather about aligning your supplement strategy with your unique body, lifestyle, and specific health and fitness goals.

Define Your Goals:

• Are you focused on building significant muscle mass and aiding recovery after intense workouts? Protein is your foundational macronutrient. Ensuring adequate protein intake, potentially supplemented with Collagen Peptides for comprehensive support, will be crucial. Protein provides the essential amino acids needed for muscle repair and growth, enabling your body to adapt and strengthen over time.
• Is your primary aim to increase strength, power, and high-intensity exercise performance? Creatine will be a key player. Our Creatine Monohydrate is specifically designed to support your body's ability to generate rapid energy, allowing you to push harder and achieve new personal bests in explosive activities.
• Do you engage in a variety of physical activities, from strength training to endurance sports, and seek overall wellness and enhanced recovery? You'll likely benefit from incorporating both. Many athletes find that a combination of a quality protein source, like the Collagen Peptides Collection, alongside the performance-boosting effects of Creatine Monohydrate, provides a more comprehensive approach to their fitness goals. Adding essential hydration support from our Hydration Collection and sustained energy from our Creamers Collection can further optimize your daily routine.

Prioritize Quality and Transparency: No matter your choice, the quality of your supplements matters immensely. At BUBS Naturals, we are steadfast in our commitment to clean, high-quality, natural ingredients. We believe in a "no-BS" approach, meaning our products are rigorously tested and certified by third parties like NSF for Sport. This ensures that what's on the label is what's in the product, free from unnecessary fillers or harmful contaminants. We are proud to offer supplements that are not only effective but also align with our core values of integrity and transparency, inspired by Glen "BUB" Doherty's legacy. When you choose BUBS Naturals, you're choosing products designed to support your body's natural functions with integrity.

Listen to Your Body and Seek Guidance: Every individual's body responds differently to exercise and nutrition. Pay attention to how you feel, how your performance evolves, and how your recovery progresses. While articles like this provide valuable information, they are not a substitute for personalized professional advice. Consulting with a healthcare provider, registered dietitian, or certified sports nutritionist can provide tailored recommendations based on your unique health profile, dietary needs, and athletic endeavors.

Ultimately, both creatine and protein powder are valuable tools that can support an active and healthy lifestyle. They are not interchangeable, but rather complementary, each addressing distinct physiological needs. By understanding their individual strengths and incorporating them thoughtfully into a holistic wellness strategy, you can confidently fuel your body for optimal performance, efficient recovery, and a life full of purpose and adventure.

When you're ready to take that next step in maximizing your strength, power, and training performance, consider exploring our Creatine Monohydrate. It's crafted with the clean, functional, and science-backed ingredients we stand for, embodying our dedication to your wellness journey.

FAQ

What are the main differences between creatine and protein powder?

Creatine and protein powder are distinct supplements with different functions. Protein powder, particularly varieties like whey or casein, provides amino acids—the building blocks for muscle repair, growth, and overall tissue maintenance. Its primary role is structural and reparative, contributing to muscle protein synthesis. Creatine, on the other hand, is an organic compound that helps your body rapidly regenerate ATP (adenosine triphosphate), the immediate energy source for muscle contractions during high-intensity, short-duration activities like weightlifting or sprinting. Its main role is to enhance energy availability and improve power output, not directly build muscle tissue.

Can I take creatine and protein powder together?

Yes, absolutely. Creatine and protein powder work through different mechanisms, making them complementary rather than redundant. Many individuals choose to take both, often combining them in a post-workout shake. Protein helps kickstart muscle repair and growth, while Creatine Monohydrate helps replenish muscle energy stores. This combination can support both immediate performance and long-term muscle adaptation. We focus on clean, easy-mixing ingredients so that our Creatine Monohydrate and Collagen Peptides integrate seamlessly into your preferred beverage or shake.

Which supplement is best for muscle gain: creatine or protein?

Both creatine and protein contribute to muscle gain, but in different ways. Protein is essential for muscle gain because it provides the amino acids necessary to build and repair muscle fibers. Without adequate protein, muscle growth cannot occur efficiently. Creatine supports muscle gain indirectly by allowing you to train harder and longer during high-intensity workouts. This increased training capacity leads to greater stimulus for muscle growth. For optimal muscle gain, a combination of both is generally recommended, along with a balanced diet and consistent resistance training. Our Creatine Monohydrate is an excellent choice for supporting that intense training, while our Collagen Peptides Collection offers a versatile protein source to aid overall recovery and well-being.

Are there any other BUBS Naturals products that can complement creatine and protein for an active lifestyle?

Yes, several other BUBS Naturals products can enhance your active lifestyle alongside creatine and protein. For sustained energy and mental clarity throughout the day or before a workout, our MCT Oil Creamer – 10 oz Tub or Butter MCT Oil Creamer – 14 ct Travel Pack from our Creamers Collection are excellent choices. To support hydration and muscle function during and after workouts, our Hydrate or Die – Mixed Berry from the Hydration Collection provides essential electrolytes without added sugar. Additionally, our Apple Cider Vinegar Gummies offer convenient digestive and general wellness support. All our products are crafted with clean, functional ingredients, reflecting our "no-BS" approach to wellness.