Beyond the hype: How NPL built a decade of honest fitness fuel

Every year, there’s a new “must-try” trend in health and wellness, from supplements to protein powders that promise to change everything.

But with the growing number of self-proclaimed “health experts” online, it’s become harder for everyday consumers to know who and what to trust.

That’s where NPL, a proudly South African brand, stepped in 10 years ago, determined to do things differently. Recently, the company celebrated a decade of putting consumers first and marked the occasion with the opening of its new, expanded headquarters in Northriding, Johannesburg.

Founded and run by a close-knit family, NPL has spent the last decade building a reputation for integrity in an industry often criticised for misleading claims and questionable ingredients. From the very start, they set out to be different and they’ve stayed true to that. Full label disclosure, evidence-based formulations, and a commitment to quality have earned them the trust of athletes, gym-goers, and health-conscious consumers nationwide.

“As a family business, we’re not answerable to investors pushing for shortcuts. We answer to our customers, and they deserve to know exactly what they’re putting into their bodies. That philosophy hasn’t changed since day one,” says John van den Berg, CEO of NPL.

Answering the call by consumers, John van den Berg, CEO of NPL.

A new location

The move to the new Northriding headquarters marks an exciting new chapter. Having experienced the new space firsthand, the energy on the day was electric, complete with a personalised workout session (which I may or may not have been late for). What felt like an hour turned out to be just 20 minutes, and yet everyone was dripping in sweat. Trainer Monique certainly knows how to keep a pulse going.

NPL new gym facilities in Northriding. Photo: Supplied

NPL's range of supplements. Photo: Supplied

The facility includes a new gym fully stocked with NPL products for real-world testing, a massive warehouse with capacity for 8 000 pallet bays, and 1 500 square metres of modern office space. NPL is expanding beyond supplementation into functional energy drinks, isotonic beverages, and its recently launched endurance range, Hydrade, which offers complete solutions for performance, recovery, and everyday vitality.

The smoothie showdown

A fun highlight from my visit was the smoothie challenge. Most of us, a mix of journalists and a secret chef, competed in teams, and ours was called Faaive Alive. Our recipe? A blend of bananas, Greek yoghurt, cinnamon, peanut butter, NPL Vanilla Whey Protein, creatine, honey, and dates.

Against tough competition, we came out on top. We did it, Joe!

Watch:

Quality we can taste

Throughout the week, I had the chance to try a few of NPL’s supplements and protein bars. Many whey protein powders on the market are either bland or overly sweet, but NPL’s products strike a perfect balance.

“We source our raw materials from across the globe, giving us full control over quality,” explains John. “Every ingredient is tested, with additional random batch testing to ensure consistency and safety. And because transparency matters, we fully disclose all our formulas, so our community knows exactly what they’re getting.”

Today, NPL offers close to 300 different SKUs across its product range, including a wide variety of flavours. They’ve built a loyal community, with a high percentage of returning customers. That loyalty speaks volumes about what honesty and quality can achieve.

I’ve personally used their creatine monohydrate and was impressed with my recovery after workouts. For women in their 30s, creatine has become a buzzword, not just for improving performance and muscle strength, but also for supporting bone density, brain health, and recovery.

As NPL looks to the future, one thing remains constant: its drive to innovate and evolve as research progresses. Over the past decade, NPL has become one of South Africa’s fastest-growing supplement brands — a testament to the trust they’ve earned and the results they deliver.

“Hitting 10 years feels special, but we’re really excited about what comes next,” says John. “We’ve shown that you can build a successful business without compromising on integrity. Our customers have supported us every step of the way, and this new chapter is about serving them even better.”

In a time when customers are demanding transparency, honest testing, and real results, NPL continues to deliver in an industry that too often doesn’t.