The Neuro Experience

70% of what American children eat today is ultra processed food and the regulatory system that's supposed to protect them has been asleep for decades. In this episode, I sit down with Nick Green, co-founder and CEO of Thrive Market, the membership-based online grocery platform that built a $700 million business by treating healthy food access as an infrastructure problem, not a willpower problem. Nick grew up watching his mother drive across Minnesota to find organic options before the internet existed and 20 years later, built the company meant to make that struggle obsolete. We get into the GRAS self-certification loophole that lets food companies rubber stamp their own ingredients as safe, why synthetic dyes and preservatives banned across Europe remain standard in the US, and how Thrive goes beyond EU standards to vet every single product on its platform.

We also cover what the GLP-1 trend is actually revealing about the deeper food system failure, why the American healthcare model was built for infectious disease and is fundamentally unprepared for chronic disease prevention, and the shared metabolic roots of cancer, heart disease, and Alzheimer's. Nick breaks down how AI is now personalizing the grocery experience for 1.7 million members, why becoming a public benefit corporation was a legal commitment to the mission not just a branding decision and what it actually takes to keep a company anchored to its Northstar when investors, scale, and short-term incentives are all pulling in the opposite direction.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:
https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED
00:00 Intro: The Ultra Processed Food Crisis Nobody Is Talking About Honestly
01:06 Nick Green and the Mission Behind Thrive Market
01:27 Growing Up in Minnesota: How a Mom's Grocery Struggle Built a Billion-Dollar Insight
07:24 70% of Kids' Diets Are Ultra Processed — and It's Not a Willpower Problem
08:38 The Membership Model: How Thrive Makes Organic Cheaper Than Conventional
09:31 AI-Personalized Grocery Shopping: Building Your Cart Around Your Health Goals
13:47 The Food System Is Rigged: MAHA, the FDA, and the GRAS Loophole
16:13 Synthetic Dyes, Preservatives, and Why the EU Bans What America Allows
20:43 The Most Unregulated Food Category: Supplements and Ultra Processed Crossover
22:04 How Thrive Vets Every Product: Auditing Manufacturers Up the Supply Chain
23:13 Thrive's Own Brand: 25% of Sales and a Mission-Driven Private Label Model
25:09 Gives Memberships, Free Access, and Building a Community Around the Mission
27:25 The Regulatory Gap and Its Cost: Metabolic Syndrome, Diabetes, and Chronic Disease
29:44 GLP-1s Are Not Enough: Why Pharmacology Alone Can't Fix the Food System
32:41 Thrive vs. Whole Foods: The Key Structural Differences
35:43 Alzheimer's Risk, Ultra Processed Food, and the Framingham Heart Study
36:48 Why the Healthcare System Was Built for Infectious Disease — Not Chronic Prevention
38:05 Metabolism Is Upstream of Everything: Cancer, Heart Disease, Alzheimer's
40:03 MAHA, Government Regulation, and Why Consumer Empowerment Is the Real Solution
45:58 1.7 Million Members and Less Than 1.5% Market Penetration: The Scale of What's Left
47:23 The Un-Everything Store: Curation as a Competitive Advantage
49:16 What Keeps Nick Going: Mission as Decision Filter
51:31 Why Authenticity Always Wins — and What Thrive Wants to Prove to Every Founder

_______

Thank you to our sponsors
Timeline: https://www.timeline.com/partners/neuro-athletics
Honey Love: https://www.honeylove.com/NEURO — Save 20% Off Honeylove #honeylovepod
BASED Bodyworks: https://basedbodyworks.com/ — Use code NEURO for 20% off
BiOptimizers: https://bioptimizers.com/neuro — 15% off with code NEURO
Qualia Life: https://qualialife.com/NEURO — 50% off + extra 15% with code NEURO
_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.
If you're committed to optimizing your brain- reducing Alzheimer’s risk and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0
Instagram: https://www.instagram.com/louisanicola_/
Twitter : https://twitter.com/louisanicola_
Learn more about your ad choices. Visit megaphone.fm/adchoices

If you think you need to train to failure to build muscle, you've been operating on outdated science. Dr. Brad Schoenfeld has nearly 400 peer-reviewed papers on hypertrophy and he's done a complete 180 on some of his most firmly held beliefs.
In this episode, I sit down with Dr. Brad Schoenfeld, PhD, professor of exercise science and one of the world's most cited researchers in muscle hypertrophy. We break down the training myths that are still circulating online including why training to failure isn't necessary, why light weights can build as much muscle as heavy ones, and why two 30-minute sessions a week is genuinely enough for most people. Brad also explains the science of type one versus type two fiber loss with age, how GLP-1s are complicating muscle retention, and what the research actually says about rest intervals, cold plunges, and post-exercise heat.
We also go deep into the cutting edge of hypertrophy science: lengthened partials, electro-stimulation, the overlooked connection between muscle and metabolic health, and the key additions in the third edition of his landmark textbook. This episode is for anyone who trains, wants to train, or wants to understand what science actually says about building a body that performs and lasts.
*Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:*https://go.neuroathletics.com.au/youtube-sales-page
Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.
_____
*TOPICS DISCUSSED*(00:00:00) Intro: The Belief Brad Held in the 90s That Science Has Since Overturned
(00:01:08) Meet Dr. Brad Schoenfeld: 400 Papers and What We Still Don't Know About Muscle Growth
(00:06:13) Light Weights vs. Heavy Weights: The Study That Changed Everything
(00:09:10) Type I vs. Type II Muscle Fibers and Why Type II Atrophies With Age
(00:11:43) Muscle, Brain Health, and the Two-Days-a-Week Resistance Training Protocol
(00:17:26) Strength vs. Power: Why Explosive Training Matters More Than You Think
(00:21:32) The Biggest Lie in Fitness: There Is No Single Best Way to Build Muscle
(00:23:15) Two 30-Minute Sessions a Week Is Enough
(00:27:01) Protein Requirements for Muscle Growth: Where the Research Actually Lands
(00:31:18) GLP-1s and Muscle Loss: What the Evidence Says
(00:38:36) Aerobic Training, Step Count, and Where Cardio Fits In
(00:40:47) How Muscle Improves Every Organ System in Your Body
(00:44:35) Research Gaps in Advanced Training Techniques
(00:49:00) Mechanical Tension as the Primary Driver of Hypertrophy
(00:53:37) Rest Intervals: How Long You Actually Need Between Sets
(00:58:20) Lengthened Partials: The Training Insight That Surprised the Field
(01:02:10) Electrostimulation and At-Home Resistance Technology: Does It Work?
(01:05:41) Cold Plunges After Lifting: Why Brad Says Avoid Them
(01:07:52) Sleep and Muscle Building: What the Evidence Does and Doesn't Show
(01:11:30) The Third Edition: Evidence-Based Practice and How to Use Research
_______
*Thank you to our sponsors*
KetoneIQ: https://ketone.com/NEURO for 30% OFFFunction Health: https://www.functionhealth.com/louisanicolaIQBARS: https://www.eatiqbar.com/Biologica: https://biologica.com/NEURO Up to 32% off first subscription order
_______
I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.
My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.
Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0Instagram: https://www.instagram.com/louisanicola_/Twitter : https://twitter.com/louisanicola_
Learn more about your ad choices. Visit megaphone.fm/adchoices

If you think you need to train to failure to build muscle, you've been operating on outdated science. Dr. Brad Schoenfeld has nearly 400 peer-reviewed papers on hypertrophy and he's done a complete 180 on some of his most firmly held beliefs.

In this episode, I sit down with Dr. Brad Schoenfeld, PhD, professor of exercise science and one of the world's most cited researchers in muscle hypertrophy. We break down the training myths that are still circulating online including why training to failure isn't necessary, why light weights can build as much muscle as heavy ones, and why two 30-minute sessions a week is genuinely enough for most people. Brad also explains the science of type one versus type two fiber loss with age, how GLP-1s are complicating muscle retention, and what the research actually says about rest intervals, cold plunges, and post-exercise heat.

We also go deep into the cutting edge of hypertrophy science: lengthened partials, electro-stimulation, the overlooked connection between muscle and metabolic health, and the key additions in the third edition of his landmark textbook. This episode is for anyone who trains, wants to train, or wants to understand what science actually says about building a body that performs and lasts.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: The Belief Brad Held in the 90s That Science Has Since Overturned

01:08 Meet Dr. Brad Schoenfeld: 400 Papers and What We Still Don't Know About Muscle Growth

06:13 Light Weights vs. Heavy Weights: The Study That Changed Everything

09:10 Type I vs. Type II Muscle Fibers and Why Type II Atrophies With Age

11:43 Muscle, Brain Health, and the Two-Days-a-Week Resistance Training Protocol

17:26 Strength vs. Power: Why Explosive Training Matters More Than You Think

21:32 The Biggest Lie in Fitness: There Is No Single Best Way to Build Muscle

23:15 Two 30-Minute Sessions a Week Is Enough

27:01 Protein Requirements for Muscle Growth: Where the Research Actually Lands

31:18 GLP-1s and Muscle Loss: What the Evidence Says

38:36 Aerobic Training, Step Count, and Where Cardio Fits In

40:47 How Muscle Improves Every Organ System in Your Body

44:35 Research Gaps in Advanced Training Techniques

49:00 Mechanical Tension as the Primary Driver of Hypertrophy

53:37 Rest Intervals: How Long You Actually Need Between Sets

58:20 Lengthened Partials: The Training Insight That Surprised the Field

01:02:10 Electrostimulation and At-Home Resistance Technology: Does It Work?

01:05:41 Cold Plunges After Lifting: Why Brad Says Avoid Them

01:07:52 Sleep and Muscle Building: What the Evidence Does and Doesn't Show

01:11:30 The Third Edition: Evidence-Based Practice and How to Use Research

_______

Thank you to our sponsors

KetoneIQ: https://ketone.com/NEURO for 30% OFF

Function Health: https://www.functionhealth.com/louisanicola

IQBARS: https://www.eatiqbar.com/

Biologica: https://biologica.com/NEURO Up to 32% off first subscription order

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_
Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think tracking their protein is enough. The science says what your body actually craves is something far more specific and the person making that argument spent 23 years inside legacy media watching the wellness industry sell women everything from "bikini body in two weeks" to canned protein soda.
In this episode, I sit down with Liz Plosser, former Editor in Chief of Women's Health, where she oversaw brands reaching 44 million women. We break down why the nine essential amino acids are what your body is really after when you chase protein, why BCAAs are only a fraction of the picture, and why a study found four of the top six creatine gummies on Amazon contained zero creatine. Liz also opens up about her own supplement stack, her shift from endurance running to heavy lifting, and makes the case that testing instead of guessing is one of the most empowering moves you can make for your health.
Then we go deep on the science most people get wrong: why aging women struggle to pull amino acids from food, how essential aminos protect lean muscle even on rest days and for those on GLP-1s, the new research on high-dose creatine for sleep deprivation and Alzheimer's, and why collagen may not deserve the hype. We also cover the menopause misinformation epidemic, the 2002 hormone study that terrified the world, and what Liz puts in her own morning protocol. This conversation will completely change how you think about protein, what you supplement, and how you fuel your brain and body.
*Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:*https://go.neuroathletics.com.au/youtube-sales-page
Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.
_____
*TOPICS DISCUSSED*(00:00:00) Intro: The Protein Myth and Why Amino Acids Are What Your Body Really Wants
(00:00:56) Protein, Amino Acids, and How Much You Actually Need
(00:03:23) The Nine Essential Amino Acids: The Real Building Blocks
(00:06:03) BCAAs vs EAAs: Why a Subset Isn't Enough
(00:11:50) 23 Years in Wellness Media: What Liz Saw Change
(00:14:18) The Menopause Conversation and Why It Exploded
(00:23:17) Kion Aminos, Timing, and Whether It Counts Toward Your 100g
(00:26:46) Liz's Daily Routine: Aminos, Creatine, and the Morning Glass of Water
(00:27:42) Can You Take Aminos While Fasting?
(00:29:50) Do Aminos Preserve Lean Mass on Rest Days and on GLP-1s?
(00:36:19) Leaving Legacy Media and Finding a New Mission
(00:39:14) The New Creatine Research: Sleep, Dosing, and Alzheimer's
(00:43:24) How Creatine Reaches the Brain and the Case for 10 Grams
(00:44:48) Creatine for Mood and Depression
(00:46:12) Collagen: Does It Actually Deserve the Hype?
(00:49:40) The Creatine Gummy Scandal: Four of Six With Zero Creatine
(00:51:27) Coffee, Cans, and Why Bioavailability Matters
(00:54:50) Creatine, Electrolytes, and the 1990s Bodybuilding Hack
(00:57:54) Liz's Morning Protocol and Owning Your AM
_______
*Thank you to our sponsors*Function Health: https://www.functionhealth.com/louisanicolaTimeline: https://www.timeline.com/partners/neuro-athleticsAirDoctor: https://www.AirDoctorPro.com use promo code NEURO for up to $300 offQualia Life: https://www.qualialife.com/Neuro for an additional 15% off on top of the 50%BASED Bodyworks: https://basedbodyworks.com/ and use code NEURO for 20% off
_______
I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.
My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.
Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0Instagram: https://www.in...
Learn more about your ad choices. Visit megaphone.fm/adchoices

Most people think tracking their protein is enough. The science says what your body actually craves is something far more specific and the person making that argument spent 23 years inside legacy media watching the wellness industry sell women everything from "bikini body in two weeks" to canned protein soda.

In this episode, I sit down with Liz Plosser, former Editor in Chief of Women's Health, where she oversaw brands reaching 44 million women. We break down why the nine essential amino acids are what your body is really after when you chase protein, why BCAAs are only a fraction of the picture, and why a study found four of the top six creatine gummies on Amazon contained zero creatine. Liz also opens up about her own supplement stack, her shift from endurance running to heavy lifting, and makes the case that testing instead of guessing is one of the most empowering moves you can make for your health.

Then we go deep on the science most people get wrong: why aging women struggle to pull amino acids from food, how essential aminos protect lean muscle even on rest days and for those on GLP-1s, the new research on high-dose creatine for sleep deprivation and Alzheimer's, and why collagen may not deserve the hype. We also cover the menopause misinformation epidemic, the 2002 hormone study that terrified the world, and what Liz puts in her own morning protocol. This conversation will completely change how you think about protein, what you supplement, and how you fuel your brain and body.

Reduce your risk of Alzheimer's with my science-backed protocol for women 30+:

https://go.neuroathletics.com.au/youtube-sales-page

Subscribe to The Neuro Experience for evidence-based conversations at the intersection of brain science, longevity, and performance.

_____

TOPICS DISCUSSED

00:00 Intro: The Protein Myth and Why Amino Acids Are What Your Body Really Wants

00:56 Protein, Amino Acids, and How Much You Actually Need

03:23 The Nine Essential Amino Acids: The Real Building Blocks

06:03 BCAAs vs EAAs: Why a Subset Isn't Enough

11:50 23 Years in Wellness Media: What Liz Saw Change

14:18 The Menopause Conversation and Why It Exploded

23:17 Kion Aminos, Timing, and Whether It Counts Toward Your 100g

26:46 Liz's Daily Routine: Aminos, Creatine, and the Morning Glass of Water

27:42 Can You Take Aminos While Fasting?

29:50 Do Aminos Preserve Lean Mass on Rest Days and on GLP-1s?

36:19 Leaving Legacy Media and Finding a New Mission

39:14 The New Creatine Research: Sleep, Dosing, and Alzheimer's

43:24 How Creatine Reaches the Brain and the Case for 10 Grams

44:48 Creatine for Mood and Depression

46:12 Collagen: Does It Actually Deserve the Hype?

49:40 The Creatine Gummy Scandal: Four of Six With Zero Creatine

51:27 Coffee, Cans, and Why Bioavailability Matters

54:50 Creatine, Electrolytes, and the 1990s Bodybuilding Hack

57:54 Liz's Morning Protocol and Owning Your AM

_______

Thank you to our sponsors

Kion: visit http://getkion.com/neuro for 20% off

Function Health: https://www.functionhealth.com/louisanicola

Timeline: https://www.timeline.com/partners/neuro-athletics

AirDoctor: https://www.AirDoctorPro.com use promo code NEURO for up to $300 off

Qualia Life: https://www.qualialife.com/Neuro for an additional 15% off on top of the 50%

BASED Bodyworks: https://basedbodyworks.com/ and use code NEURO for 20% off

_______

I’m Louisa Nicola - clinical neurophysiologist - Alzheimer’s prevention specialist - founder of Neuro Athletics.

My mission is to translate cutting-edge neuroscience into actionable strategies for cognitive longevity, peak performance, and brain disease prevention.

If you're committed to optimizing your brain- reducing Alzheimer’s risk - and staying mentally sharp for life, you’re in the right place.

Stay sharp. Stay informed. Join thousands who subscribe to the Neuro Athletics Newsletter → https://bit.ly/3ewI5P0

Instagram: https://www.instagram.com/louisanicola_/

Twitter : https://twitter.com/louisanicola_
Learn more about your ad choices. Visit megaphone.fm/adchoices