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Our Values

We’re committed to supporting your health and wellness beyond physical fitness. Though training and exercise are vital components, we believe that an empowered mindset is the secret to a healthier lifestyle. We’ve adopted a can-do and will-do mentality that enables us to challenge adversity, overcome roadblocks, and ultimately let our inner underdogs turn into champions.

We value the concept of the prevailing underdog because the underdog is filled with desire and determination and perseverance. These 3 characteristics guide us through a cyclical inner world where the underdog becomes the favorite and a new underdog is born. A world in which we grow through challenges and get 1% better every day.

Commitment To Product

We always have and always will prioritize functionality and quality over everything else. An important aspect of our product formulation process is ensuring that we use high quality ingredients that serve a specific purpose. Adhering to our values, we make products that fit most health and wellness routines and develop our products from scratch, rather than white labeling stock factory formulas. With that, you’ll never find fillers or unnecessary ingredients in any of our supplements.

From our pioneering Peanut Butter Crunch Protein Bars through our Preworkouts and Capsules, our in-house food scientists develop products that work together in promoting all-around fitness through clinically-researched and natural ingredients. It costs more to make these products but the cost isn’t as important as the value they deliver.

To A Better & Healthier Future

Looking forward, Zire Nutrition will continue to practice what we preach and innovate with new supplements. We’ll keep true to our humble roots that started with a single protein bar in Pittsburgh and be forever grateful to the members of our community that have helped us get to where we are today.

We’re appreciative of everyone who trusts us with their health and wellness time and time again. To express our gratitude, we’ll lead by example and play an active role in promoting all forms of fitness in our expanding community.

A Note From Our Founder

Let’s get one thing clear: in life, you play the role of the underdog and the favorite at the same time. And you personally get to decide which side wins.

Throughout my personal journey - in fitness and in life - I’m constantly reminded that it’s me vs me and nothing else matters. For you, it’s you vs you and nothing else matters. But defying the odds isn’t always easy and, sadly, it’s very easy to make excuses for ourselves.

I’ve realized that these excuses come from a lack of desire, determination, and perseverance. Simply put, you’ll make excuses for yourself when your heart and your mind aren’t in-it-to-win-it. And this lack of commitment is almost always a reflection of a broken mindset and unwillingness to out-do yourself.

I couldn’t use my legs properly until I was 12 years old. The doctors counted me out because of Hip Perthes Disease. I couldn’t play with other kids and I dreaded school. Unfortunately, but somewhat fortunately, I battled depression at a very early age. Eventually, I swapped my wheelchair for crutches and the bullying turned into a support system.

My underdog was born.

From a young age, I’ve had to beat the odds. It was never easy and success (for me) came from desire, determination, and perseverance. Even though those specific days are behind me, they’ve shaped my present and will continue to influence my future. Those days taught me that if I want something, I need to go get it myself.

I’ve become my own biggest competitor.

As you go on, remember this not-so-harsh truth: Nobody owes you anything. Except you. And your hard work starts to pay off once you realize that nothing can stop you from getting 1% better. Today.

- Josh Rulnick, Zire Nutrition Founder

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