JOCKO FUEL, the company gaining worldwide recognition for shaking up the energy drink industry, is rapidly becoming a leader in nutritional supplements, functional foods, and beverages. Paving the way in product development is Brian Littlefield, Co-Founder and “Mad Scientist,” who is known for pushing the limits of what’s possible with clean ingredients and a balanced, holistic approach.
It’s this same drive toward excellence and entrepreneurial spirit that led Littlefield on an unconventional path to becoming JOCKO FUEL’s Chief Product Officer.
“A lot of people in my family worked within the medical field and everyone thought I would do the same,” Littlefields explains. “I was much more attracted toward excelling in business and didn’t think I’d ever find myself in a lab coat – but in reflection, I guess the connection was always present.”
Littlefield’s devotion to health and wellness is rooted in his first-hand experience with his brother’s battle with childhood cancer and his father’s passion for a healthy diet and natural products.
“I grew up in Maine in a family that didn’t come from money, but I’ve always had an entrepreneurial spirit and an appreciation for natural foods and nutraceuticals,” Littlefield recalls. “It’s why we design all of the formulas from scratch with a focus on clinical research vs. just looking at ingredients as profit margins.”
Even as he pursued a formal education and career in business, Littlefield continued to study nutrition and holistic medicine, as he believes they’re the difference between simply living and thriving in life.
“I would study for school and get all my classwork done, and then I would be up all night reading clinical literature on different herbs and diet practices, cold shock and heat shock therapy, these types of things,” Littlefield says. “I just immersed myself in the science and in the data.”
Years later, Littlefield found himself running a Brazilian Jiu-jitsu/MMA academy and opening a supplement store. There, he featured options he felt best aligned with his beliefs about nutrition, and shared his knowledge with professional athletes and fighters with whom he trained.
Eventually, Littlefield joined forces with now partner Pete Roberts, the founder of Origin, and they launched a nutritional division where he would become Chief Operating Officer and eventually Chief Product Officer. At the time, he was simply joining a partner to launch a niche nutritional division within the Brazilian Jiu-jitsu community. As their company continued to grow, they realized that they wanted to place greater emphasis on nutrition and expand to reach a wider audience.
“I have always wanted to create clean, healthy supplements, but didn’t have the right alignment to do it right,” Littlefield says. “For a while, we just didn’t have the resources.”
When they joined forces with Jocko Willink to form JOCKO FUEL, Littlefield knew that the opportunity had finally arrived to do what he had always wanted: to create and distribute the best nutritional supplements in the industry.
“I’m very fortunate for the opportunity to partner with and design products with Jocko. He’s a legit American war hero who also places an immense value on a clean and active lifestyle,” Littlefield says. When Jocko picks a new category to attack, it’s Littlefield who embraces the challenge of creating a product to live up to the brand’s reputation.
“We pay attention to clean ingredients and overall efficacy instead of just profit margins,” explains Littlefield. “Educated consumers appreciate the value, and can trust that we only create products that we want to use ourselves and share with our own family and friends.”
Some of the most popular JOCKO FUEL products are their energy drinks, which contain no sugar, chemical preservatives, artificial sweeteners or flavors. Probably most appealing, is the use of nootropic ingredients to substitute the need for excess caffeine.
“Our energy drinks finally provide a healthy option that can be enjoyed guilt-free,” Littlefield says. “They have everything you want and none of the things you don’t.”
“The next thing we did was to take a product that everyone in the industry knows is difficult to love – vegetables – and create an effective Greens formula that actually tastes good,” he continues. “We are changing the game in all of these different categories, and it’s nice to apply the knowledge from all of those years of research to create products that build healthier lives.”
Littlefield credits his years of genuine interest in health and the pursuit of knowledge through literature, for his understanding of how to help the human body function at its best. He’s proud of the fact that medically trained professionals such as doctors and nurses are praising his approach and the brand’s mission toward clean supplementation.
“It’s one of those things where I have been self-taught since the beginning,” Littlefield says. “And now, I have doctors and nutritionists coming to me for recommendations – so I know we must be doing something right.”
With his background in business and a passion for science, Littlefield is helping JOCKO FUEL soar to unprecedented heights. “When Pete and I founded this company in 2016, we had no idea the level of success and potential we were unlocking,” says Littlefield. “We just wanted to make amazing products and hoped it would resonate with people.”
He readily admits, there is still much more for him to accomplish in the field. As for the role and title: “I’m okay with embracing the title of “mad scientist,” Littlefield says. “We are creating products on our own terms, redefining categories, and having a blast doing it!”
Brian Littlefield is the head of consumer products for JOCKO FUEL. To learn more about his groundbreaking supplements and nutritional products, please visit www.JOCKOFUEL.com.