Steve Jennings is a globally renowned outcomes-driven business transformation innovator with over 30 years of experience building, launching, and operating B2C and B2B nutrition brands. He founded and exited Maxim (Orkla Health, Norway), a category-pioneering performance sports nutrition brand that transitioned into mainstream grocery channels, and was the first company in the world to launch creatine onto the market at the 1992 Barcelona Olympics.
He was a founding member of PepsiCo’s global ‘Good-for-You’ nutrition innovation team with a focus on new platform development and M&A that contributed to 58% annual growth company-wide.
Steve is now the CEO and Co-Founder of Jenerise, a company focused on enabling mainstream consumers to experience the power and benefits of creatine in RTD beverages and functional foods for the first time.
His impressive track record includes leading groundbreaking innovation projects and initiatives with some of the world’s most respected brands and companies, such as PepsiCo, Friesland Campina, Unilever, IKEA, LEGO, Nike, and Polestar / Volvo.
Creatine’s global rise illustrates how a niche functional ingredient can break out: originally focused on fitness and sports nutrition, it gained mass awareness through viral social media, especially TikTok, boosting category sales and brand penetration.
According to SPINS data for the 52 weeks ending December 29, 2024, total creatine supplement sales in the US reached $378 million, representing a 22% CAGR from 2023–2024, with gummies being the standout growing at 360% YOY $ growth.