Martyn Cook has been marketing and selling online since he was fourteen years old when he learned to create websites. Since that time, Martyn has sold everything from dog collars to homes. Using his skills in e-commerce and sales, Martyn co-founded a software company, created multiple highly successful online brands, and has spoken about entrepreneurship on some of the largest stages and events around the world.
But even with all this success, Martyn sought out a way for individuals to be able to reach their peak performance through their brains with nutrition, while also wanting to create a company with a mission of giving back. Enter into the equation Noobru, a cognition drink which not only helps you to focus and stay healthy but also helps to tackle the 2 billion people global malnutrition problem.
1. How did you get the idea to start and create/formulate your powdered Noobru drink product?
I’ve long been a believer and practitioner in Life/Bio-Hacking, with the goal of getting more output for the same amount of input. When I stumbled across Nootropics, over a decade ago, it was an exciting new world – the thought of being able to get more out of your brain, every day – wow! The possibilities felt endless.
While following this path, it had me experimenting, like a human guinea pig, with all kinds of Nootropics – gradually learning the pros and cons of each – leading to formulating a perfect (at least for me)’ stack’ (this is the name given to a combination of different ingredients taken together). Most days I was taking a fist full of different nootropic pills, which isn’t a fun experience. It was time consuming to open all the pill bottles, and the dose of each nootropic was limited by whatever amount was in the pill.
I then began to learn that actually pills aren’t very efficient, studies have shown that as much as half of what you take in pill form isn’t actually absorbed – it just becomes expensive urine. Whereas in liquid form, we can absorb almost 100%!
This was the beginning of the journey for me – I teamed up with a medical doctor and set out to make a better nootropic, the perfect, safe amount of effective ingredients that are consumed as a drink, taste delicious and work together to give you an advantage. I opted to serve them in eco-friendly, single-serve sachets so they were super convenient and easy to take with you on the go.
2. You are a serial entrepreneur and bio-hacking enthusiast. How important was your past education and successes in helping to ensure Noobru would become a success too?
For sure my self-experimentation was very important – it meant that I knew ‘enough’ about this world to get started and to start the journey. Expert help from our in-house medical doctor and other nootropic experts and nutritionists ensured that that path led to somewhere useful.
I think that my serial-entrepreneur background gave me the confidence, connection and drive to push to make something brand new – to evolve from the traditional pill format, to stubbornly keep reiterating the formula and flavour and to try to plough a lot of my own money into the project -This planning and development stage began more than 2 years before we launched Noobru in January 2020!
3. You have now expanded into several countries, including here in the United States. So tell us, how is Noobru disrupting the industry?
We currently have customers in over 50 countries around the world. Our customers share the belief that we can extract more from our brains and better functioning brains can certainly lead to more success – with whatever it is we try to do. In regards to disruption, I’m not really sure! We’re focused on developing amazing products that work and are delicious to consume, we’re not really paying attention to how that is affecting the industry as a whole, yet.
4. During COVID-19, doctors are recommending that we build our immunity systems. Which of your products would you suggest for this?
Noobru Shield for sure! We actually developed and formulated this product during ‘lockdown’ – there are plenty of ingredients out there that have studies supporting their benefit to various functions of our immune system – we wanted to create something that was relevant and beneficial to everyone going through this same struggle. We were quite surprised that just a few weeks after launching, a German hospital emailed us requesting a large order of Noobru Shield – that was really nice to see.
5. How is your company overall dealing with COVID-19 and what reassurances have you been making towards your loyal customers?
I typically build businesses that function without offices, or traditional workplaces. We utilise softwares such as Slack to communicate, project management tools and clear training videos and processes. Our employees, contractors and agencies are all around the world. Our COO – Judith, lives in Brisbane, Australia – pretty cool, since either she or I are therefore awake and working, every minute of the day.
In regards to safety and COVID-19 – our manufacturers are certified to the highest food production standards, and we were already running lab tests on our batches to verify safety. So, not a lot needed to change – we’re still open for business, shipping out Noobru to customers every day, utilising couriers that offer contact-free-delivery.
6. Not only is your product one-of-a-kind and fully vegan, but it is helping the world for the better. Tell us how you have currently fortified over 1.2 Million meals for children around the world with Project Healthy Children, and what’s next on the charity side for Noobru?
This is something I am SO proud of! Actually, via my brand – Smarter Destiny – we talk about the responsibility that all entrepreneurs have – which is to 1) be successful (of course) but 2) to leverage that success to make the world better. We call it being “An Enlightened Entrepreneur” – and it means that your company, through its success, should make a positive impact on the world as a whole.
So of course, Noobru has had a charitable component baked in from the very beginning. With every purchase, we fortify the meals of at least one child, for at least a year. We’re taking on the global malnourishment problem, which affects 2 Billion People. Our mission is to fortify 1 Billion Meals by 2025 – that is our core focus right now, but I’m excited to set our sights on challenges such as Climate Change, and plastic production — for the latter, we are already a zero-plastic company – our products are all packaged in eco-friendly materials.
7. What new products are on the horizon for your company?
Our focus is on creating ‘functional drinks’ – that taste delicious, benefit some aspect of your brain – Motivation, Focus, Endurance, Memory, Recall, Creativity – and that can fit into the daily routines of our customers immediately. We’ve got some exciting products lined up that we are convinced will be game changers for our customers who use them.
8. What do you want Noobru and the product line to be remembered for when people look back?
We’ve already had so many amazingly positive reports back from our customers, detailing how their lives have improved as a result of becoming a Noobru-er.
In terms of how I’d like us to be remembered? For the positive impact we made on the lives of our customers and the millions of people we’ve helped through our charitable partnerships.