THE LEGEND, RICH PIANA

Legendary bodybuilder, Rich Piana, a man who was relentless in his dedication to the sport and community of bodybuilding, died August 25, 2017. He was 46 years old.

Known for his willingness to do whatever it takes (#WhateverItTakes), Rich Piana began his journey in bodybuilding at just 11 years old, competing in his first amateur event at only 15 years old. Since 2008, Rich was instrumental in creating a social media following and sense of community with well over 1 million followers engaging with his provocative, honest, motivational content, primarily through his Instagram and YouTube accounts.

His (sometimes brutal) honesty and openness held immediate appeal for those looking for a no-nonsense, no bullshit idol and someone you could count on to call it like it was.

Even without Rich, the team at 5% Nutrition continues to embody his spirit and approach, trying to keep his message alive and appreciated by the original, die-hard fans while demonstrating to newcomers what it takes to be 5% in the way Rich would have approved.

If you take nothing else away from Rich Piana or his legacy, remember this:

THE LEGEND, RICH PIANA

Legendary bodybuilder, Rich Piana, a man who was relentless in his dedication to the sport and community of bodybuilding, died August 25, 2017. He was 46 years old.

Known for his willingness to do whatever it takes (#WhateverItTakes), Rich Piana began his journey in bodybuilding at just 11 years old, competing in his first amateur event at only 15 years old. Since 2008, Rich was instrumental in creating a social media following and sense of community with well over 1 million followers engaging with his provocative, honest, motivational content, primarily through his Instagram and YouTube accounts.

His (sometimes brutal) honesty and openness held immediate appeal for those looking for a no-nonsense, no bullshit idol and someone you could count on to call it like it was.

Even without Rich, the team at 5% Nutrition continues to embody his spirit and approach, trying to keep his message alive and appreciated by the original, die-hard fans while demonstrating to newcomers what it takes to be 5% in the way Rich would have approved.

If you take nothing else away from Rich Piana or his legacy, remember this:

Rich fostered a culture of hardworking individuals with a mindset to take on whatever is necessary to achieve success, as evidenced by the community and company he helped to establish. At the very least, his dedication to reaching his own goals was second to none and appreciated by all.


OF THE MANY SLOGANS AND SAYINGS, RICH MADE A FEW OF THEM QUITE FAMOUS AND RECOGNIZABLE, INCLUDING SOME OF HIS MOST WELL-LIKED STATEMENTS AND MANTRAS:

Rich fostered a culture of hardworking individuals with a mindset to take on whatever is necessary to achieve success, as evidenced by the community and company he helped to establish. At the very least, his dedication to reaching his own goals was second to none and appreciated by all.


OF THE MANY SLOGANS AND SAYINGS, RICH MADE A FEW OF THEM QUITE FAMOUS AND RECOGNIZABLE, INCLUDING SOME OF HIS MOST WELL-LIKED STATEMENTS AND MANTRAS:

THE MOST RECOGNIZABLE IS THE "5%", WHICH IS WHAT 5% NUTRITION WAS FOUNDED UPON. IN THE WORDS OF RICH PIANA, 5% STANDS FOR:

"ONLY 5% OF THE PEOPLE IN THE WORLD DO WHATEVER IT TAKES TO REACH THEIR GOALS."

THE MOST RECOGNIZABLE IS THE "5%", WHICH IS WHAT 5% NUTRITION WAS FOUNDED UPON. IN THE WORDS OF RICH PIANA, 5% STANDS FOR:

"ONLY 5% OF THE PEOPLE IN THE WORLD DO WHATEVER IT TAKES TO REACH THEIR GOALS."

"GOOOOOOD FUCKIN'
MORNING!"

RICH WOULD OFTEN SAY THIS RECOGNIZABLE SALUTATION AT THE BEGINNING OF HIS POPULAR VIDEO SERIES: BIGGER BY THE DAY

"IT'S SHAKE TIME,
GODAMMIT"

ALSO FROM BIGGER BY THE DAY WHEN IT WAS TIME TO
MAKE HIS DAILY PROTEIN SHAKE

"WE ARE MORE THAN JUST
OUR OUTTER SHELL"

THIS QUOTE REFERS TO THE MENTALITY OF A PERSON BEING
MORE IMPORTANT THAN WHAT WE LOOK LIKE

"GOOOOOOD FUCKIN'
MORNING!"

RICH WOULD OFTEN SAY THIS RECOGNIZABLE SALUTATION AT THE BEGINNING OF HIS POPULAR VIDEO SERIES: BIGGER BY THE DAY

"IT'S SHAKE TIME,
GODAMMIT"

ALSO FROM BIGGER BY THE DAY WHEN IT WAS TIME TO
MAKE HIS DAILY PROTEIN SHAKE

"WE ARE MORE THAN JUST OUR OUTTER SHELL"

THIS QUOTE REFERS TO THE MENTALITY OF A PERSON BEING MORE IMPORTANT THAN WHAT WE LOOK LIKE

HOW DOES 5% CARRY ON THE TRADITION?

We live and work each day in the vision of how Rich would approach things. We honor his legacy by keeping his content and his message alive to millions of followers. To keep us focused, we live each day with the understanding that someone met Rich for the first time today.

We at 5% Nutrition have a duty and an honor to uphold the legacy of Rich. While we must remain focused on running a supplements and lifestyle apparel business, we push forward with the big man looking over our shoulders. We imagine how he would react to a new product suggestion or a particular flavor in development. While none of us could ever replace The Legend himself, we conduct ourselves in the light of his intent and the culture he left behind. Each day, our dedicated team, most of whom were here before he passed away, look to their own connection with Rich as they go about their work to keep his story alive.

Anyone can be part of this movement, to lend from its inspiration and the community of 5%ERs without the purchase of our products.


HAS THE THOUGHT PROCESS BEHIND THE FORMULAS CHANGED?

Product quality and performance are the foundation from which the 5% Nutrition brand was founded and will never stray from our product line. When customers pick up a product from our line, we want them to have every confidence that they are consuming a top-level product made from top-tier ingredients and bottled in a highly controlled environment.

Hardcore supplements remain the undercurrent of the brand, catering primarily to those hardcore bodybuilders yet we also create secondary products in many of the supplement categories to help those just getting into the game. We aim to create performance-based formulas with powerful, complex ingredients just brimming at the edge of overflowing while keeping it legal. We remain dedicated to producing functional foods, creating proteins, bars and cookies to meet the craving for a snack without destroying your daily macros.

When it comes to product development, our goal remains the creation of something unique special, with only the highest performing ingredients matching Rich’s philosophy of supplementation served to our customers a realistic and reasonable market price. Overdosing key ingredients, sticking to functional, scientifically-backed ingredients, and testing each lot to ensure taste and profile adherence is core to our fundamental approach of putting our customers first. In fact, we’ve had products take well over a year to formulate, from ideation to go-to-market, with the knowledge that any products which bear the 5% Nutrition name will need to be top-tier category performers.


HOW DO THE NEW PRODUCTS FIT INTO RICH'S VISION FOR THE BRAND?

Rich was always innovating, pushing the team, and at times, even pushing the entire industry for more. However, Rich was also intuitive and understood that while 5% Nutrition could continue to develop high-performance products, it also needed to expand its appeal and better mesh to a larger audience of 5% followers now living his message on lifestyle and goal-oriented success. There was already an appeal for his message and the products of 5% Nutrition outside his own small community of elite bodybuilders, the question was how to make consumers see the products for their performance attributes.

As evidenced by the Legendary Series pre-workout lineup, we are revamping both the look and many of the formulas behind our customer’s favorite products. Early in 2015, Rich had approved what he called the “chromed out” label look, adapting the grunge and often raw look of the first products created while continuing the same hardcore theme to deliver on a series of more recognizable and repeatable design elements.

As the product family continues to expand into new categories of sports nutrition, we are constantly adding new flavors and improving formulas to use only the latest scientifically-based ingredients to stay at the forefront of development. We have also elected to extend the 5% Nutrition lineup to include a set of products designed to be both entry-level for those just getting into the hardcore gym lifestyle and also provide current 5%ERs with the ability to tailor their supplementation experience from us to meet their prescribed fitness and performance goals. Enter the 5% Core lineup. Products from this series will feature more simplistic formulas designed namely to augment the 5% Nutrition products a customer might already be using, yet still, deliver formulas that are a step above what would normally be considered.

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