Breaking Down the Myths: How Dan McCormick and Create Are Redefining Creatine

Creatine is a name that stirs equal parts curiosity and controversy.

For decades, it’s been misunderstood, stigmatized, and pigeonholed as a “gym rat” supplement, unfairly lumped in with steroids.

For most, it evokes images of bodybuilders and high school athletes chasing quick gains. But what if we told you that creatine is safe, effective, and has benefits far beyond muscle building?

Enter Dan McCormick, founder and CEO of Create, who’s on a mission to change the way we think about creatine. On this episode of The Turning Pro Podcast, Dan shared his journey of rebranding creatine and reshaping its story for a modern, diverse audience.

From Stigma to Science

Dan’s journey with creatine started with a question: why hasn’t anyone made this supplement approachable for everyone? The science behind creatine is compelling - it boosts muscle strength, improves recovery, and even supports cognitive health.

However, decades of misinformation and cultural baggage have prevented it from being seen as anything other than a hardcore workout supplement.

"Creatine isn’t a steroid," Dan explained during the podcast. "It’s a safe, scientifically-backed compound that facilitates ATP production - essentially, the energy currency of our cells. Its benefits go far beyond the gym, but the stigma has held it back for years."

Historically, that stigma has roots in scandals from the late ‘90s and early 2000s. Athletes were photographed with banned substances alongside tubs of creatine, unfairly conflating the two.

Meanwhile, brands in the space leaned into aggressive marketing targeted exclusively at young men, reinforcing its niche appeal. Create flips this narrative, repositioning creatine as a daily nutrient for everyone, from active moms to retirees seeking better health and recovery.

Building a Modern Supplement Brand

Create didn’t just redefine how creatine is perceived; it reimagined the product itself. With their flagship creatine gummy, the brand made a bold departure from the stereotypical giant tubs and hyper-masculine branding.

Instead, Create’s sleek, approachable design speaks to a broader audience, including women, older adults, and even casual fitness enthusiasts who might otherwise be intimidated by the supplement aisle.

But success didn’t come easy. Dan was upfront about the early hurdles. The first iteration of the gummies had quality issues—they melted, didn’t taste great, and required refinement. Through meticulous feedback loops and an unrelenting focus on improving the product, Create emerged stronger, earning its spot as the best-selling creatine gummy online and the first creatine gummy to hit the shelves of GNC.

Dan credits his background in e-commerce and direct-to-consumer (DTC) brands for helping Create thrive. By selling directly to consumers online, he gained invaluable insights into what customers wanted and used this feedback to iterate quickly. Today, Create is expanding into new retail channels while remaining laser-focused on doing one thing exceptionally well.

Trust, Transparency, and Growth

A key component of Create’s success is trust—both in the product and in the people behind it. Dan’s fiancée, Sienna, joined the company full-time, leveraging her finance and operations expertise to help scale the brand. While blending business and personal life isn’t without challenges, Dan emphasized the importance of intentionality, like setting clear boundaries to maintain a healthy relationship.

Their combined efforts have propelled Create to new heights. In fact, Create recently raised a $5 million Series A round led by Unilever Ventures to expand its omnichannel presence and invest in a small but highly skilled team. This milestone underscores how far the brand has come from its scrappy, two-person beginnings.

Dan also touched on a broader lesson for entrepreneurs throughout the podcast: the power of focus. Inspired by brands like Element and Vital Proteins, Create has resisted the temptation to expand into other product categories prematurely.

Instead, Dan is determined to dominate the creatine market before branching out—a strategy he believes is essential for long-term success.

Redefining Creatine, One Gummy at a Time

Dan McCormick and Create aren’t just selling a supplement—they’re rewriting the narrative around it. By challenging old stigmas, educating consumers, and delivering a product that’s as accessible as it is effective, Create is turning creatine into something anyone can benefit from. It’s a reminder that even the most misunderstood products can be transformed with the right vision, persistence, and storytelling.

Creatine isn’t just for bodybuilders anymore. It’s for you, me, and anyone looking to live a stronger, healthier life.

Listen to the full episode with Dan McCormick on Apple, Spotify, or YouTube to hear how Create is busting myths and building a new standard in the supplement industry.

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