Some 12 years ago, when Muhammad Abbas started as a fitness trainer and nutrition enthusiast, people had little to no information about supplements. Gymgoers and the general public looked at supplements as performance-enhancing drugs or steroids, which was never true. But there was hardly a supplement market to begin with.
After a 12-year journey, Abbas identified a significant void in the realm of global fitness. Despite the increasing focus on physical well-being, the prevailing trend seemed to revolve around individuals either grappling with weight loss desperation or indulging in fantasies of bodybuilding. The broader population remained largely uninformed about the transformative impact a well-balanced diet and proper nutrition could have in preventing diseases and fostering longevity for a healthier lifestyle.
Jacked Nutrition is your go-to for a diverse array of whey protein, derived as a by-product of cheese making. Packed with health benefits, their whey products cater to athletes and health enthusiasts. In addition to protein, they offer essential supplements like multivitamins, fish oil, and specialised intra- and pre-workout options, ensuring a holistic approach to overall well-being.
Jacked Nutrition is the ultimate destination for those seeking quality nutritional support.
Recognized today, Abbas is followed on social media by people opting to understand how they transform their lives. Both his teachings and the brand’s vision offer an outreach to different people with different requirements. The market, after all these years, has changed its perspective, but the journey still has a long road ahead.
Starting with the supplement brand from one shop in Islamabad to having branches across the country, Jacked Nutrition found a foothold in e-commerce as the demand slowly grew. Jacked Nutrition has also built its first gym called Jacked Fitness Arena and has expanded to other areas such as foods, physiotherapy, online training, and an online university aimed at teaching and educating fitness and nutrition as an academic study.
Importing supplements was initially met with scepticism, even at the level of governance, as regulations were strict, and the business model was alien. However, over the years, many authorities, from regulation to taxation, began to understand the products, their components, and their eventual market, as Abbas personally worked with each of them at every step. However, the continued lack of awareness remains a challenge.
As the brand has established itself, Abbas has started working on influencing both public and and policy perception to promote a healthy lifestyle through preventive route as opposed to medicinal treatment, ergo, 'prevention is better than cure'. The public has largely found itself in hospitals, almost addicted to pharmaceutical solutions. Even today, the majority of people hardly exercise and are facing the potential threat of chronic diseases among which diabetes tops the list with cardiovascular issues.
He further laminates that an unhealthy society greatly impacts the country’s economy. Building society's lifestyle towards healthy practices, necessary supplements, and correct nutrition could single-handedly improve our country’s workforce towards positive productivity.
On the question of the government’s role, Abbas stressed that the health ministry should actively promote exercise, fitness, and good nutrition in several communication forms for society's well-being. People are undernourished and have excessively turned towards poor eating habits. It took a global pandemic like Covid-19 to encourage people to take multivitamins to strengthen immunity. After the pandemic, it seems that many people have reverted to old, unhealthy habits in self-care, particularly in terms of nutrition and fitness.
But with a young population, the focus on fitness and nutrition has changed for those now taking up space in the current workforce. Be it university students, corporate employees, or blue-collar workers, a shift in perception seems to be on the rise. The platform of Jacked Nutrition and its brand will continue to foster healthy lifestyles through various means, but alone it can only do so much and go so far.
As of recently, Jacked Nutrition is among the few Pakistani businesses that have not only established themselves successfully in Pakistan, but also registered in the United States as an LLC-registered company with the aim to further their portfolio in North and South America.