The Supplement Industry Is Lying to Your Clients

Built by Benson

Ep. 14 – The Supplement Industry Is Lying to Your Clients

Episode

The Supplement Industry Is Lying to Your Clients

In this episode of the Built by Benson podcast, host Jesse Benson sits down with Roger Noujeim, CEO of Unity Nutrition, to discuss the complexities of the supplement industry and how coaches can better serve their clients.

In this episode of the *Built by Benson* podcast (0:00-58:07), host *Jesse Benson* and *Roger Noujeim*, CEO of *Unity Nutrition*, explore the complexities of the supplement industry and the ethical responsibilities coaches have when recommending products to their clients. The conversation emphasizes that supplements should only be used to support a nutrient-dense, whole-food diet rather than replace it. A significant portion of the discussion is dedicated to the importance of third-party testing, specifically the *NSF Certified for Sport* designation, which ensures products are free from banned substances and accurately labeled. *Roger* outlines *Unity Nutrition’s* holistic performance system—comprising *Elevate Performance Coffee*, *Active Hydration*, and *Complete Recovery*—while both speakers advocate for coaches to deeply understand the products they endorse, personally experience them, and maintain professional boundaries to help clients make truly informed health decisions.

Episode Chapters

(0:00 - 15:00)

The Problem with Supplement Claims

The conversation highlights that the supplement industry is often misleading. Jesse and Roger emphasize that coaches need to look past marketing claims on packaging and prioritize safety and transparency

(15:00 - 30:00)

Third-Party Certification

A major focus is placed on the importance of NSF Certified for Sport. This certification is crucial for ensuring that products are tested for banned substances and contaminants, providing a safety net for both athletes and everyday clients

(30:00 - 45:00)

Nutrition First, Supplements Second

Jesse stresses that supplements should be used to support an existing, healthy diet—not replace whole, nutrient-dense foods. They discuss how to properly integrate products like Elevate Performance Coffee, Active Hydration, and Complete Recovery into a client's regimen

(45:00 - 58:07)

The Coach's Responsibility

The duo argues that personal trainers have an ethical obligation to be educated on the products they recommend. They encourage coaches to test products themselves when appropriate and to maintain professional boundaries, ultimately helping clients make more informed, data-driven decisions

What You'll Learn in This Episode

• Standards in Supplementation : The critical importance of third-party testing, specifically the NSF Certified for Sport designation, to ensure products are safe and free from banned substances (0:03:10-0:06:40).
• The Role of Nutrition : Why supplements should be used as an addition to a nutrient-dense, whole-food diet, rather than a replacement (0:07:30-0:09:45).
• Product Education : How coaches can responsibly guide clients by understanding the products they recommend and maintaining clear professional boundaries (0:15:30-0:18:20).
• Unity Nutrition's System : An overview of their specific performance lineup, including Elevate Performance Coffee, Active Hydration, and Complete Recovery (0:22:10-0:25:40).
• Coaching Standards : How a coach's own energy, education, and preparation can significantly impact the overall quality of the client experience (0:40:10-0:45:00).

Resources Mentioned

↗ NSF Certified for Sport certification : The speakers highlight this as a critical third-party testing standard (0:03:10-0:06:40) that ensures supplements are free from banned substances and accurately reflect the ingredients listed on the label. This is presented as an essential benchmark for coaches to look for before recommending any products to clients to ensure safety and transparency in an often unregulated industry.

About

Roger Noujeim

About Jesse Benson

Jesse Benson is a Master Trainer with over 20 years in the fitness industry, a fitness entrepreneur, and founder of NPTA Canada — the country’s leading NASM certification training academy. Jesse built NPTA’s proprietary 10 Pillars Framework, a method used by hundreds of certified personal trainers across Canada and the Philippines. He also operates FITIN Studio in Vancouver and St. Albert, and FITOnline, an online coaching platform expanding into the US market.

Built by Benson is where Jesse puts the conversation most fitness educators won’t have — about careers, the industry, business, and what it actually takes to build something lasting.
Learn more about Jesse →

This Episode's Guest

Roger Noujeim

the CEO of Unity Nutrition

From in This Episode

Ready to Turn Your Certification Into a Career?

share this episode

Previous Biathlete PhD Deadliest Warrior Host This Is Geoff Desmoulin Next You’re Not Optimizing. You’re Just Collecting Data.

Built by Benson

BUILD THE CAREER. RAISE THE STANDARD. TRANSFORM THE BODY.