During his university days, he sold mobile phones. The money Jan Budde earned was invested in his first company, which offered nutritional supplements. Today, he also produces spirits, organizes parties on the Elbe, and has many more plans in store.
How does one become a successful entrepreneur? Jan Budde has his own explanation: “As a young man, I was skinny as a rake,” he recalls. Then his first girlfriend told him, “You should build some muscles.” That advice marked the start of a highly successful entrepreneurial career. From that moment on, the lanky Jan hit the gym five days a week, lifting weights to build his physique. Before this, he had tried several sports like basketball, tennis, and squash, but it was weight training that stuck with him. “I developed a real passion for weight training,” he says.
At the same time, the former biology and chemistry student (later also fisheries science) delved into the world of nutritional supplements during his “fitness craze.” While he found the topic fascinating, he described the taste of power bars and protein drinks as “horrible.” This led him to the decision to create and produce sports nutrition himself. For Budde, there was one essential rule: his creations had to not only boost performance but also taste great. Becoming an entrepreneur in the nutrition field came naturally to him. His studies had equipped him with an affinity for raw materials and the development of chemical formulas. He dove deep into the subject of nutritional supplements, sought a suitable lab, and collaborated with experts to produce his first products.
This was the beginning of Body Attack, a company now 28 years old with around 130 employees. It is one of Germany’s leading providers of fitness products. With over 1,200 products, Body Attack operates 23 stores across Germany and exports to 48 countries worldwide. Its customer base includes not just clubs and fitness studios but also professional and amateur athletes, who prefer innovative and tasty nutritional supplements for their training. “Our goal is to fully cater to fitness enthusiasts from A to Z,” says founder Budde. He describes the company’s recipe for success as follows: “Our competitors make great products, but we always add a little extra. That’s what sets Body Attack apart.”
But Jan Budde doesn’t just create formulas for new products—he constantly comes up with ideas for other ventures. Until 2021, he owned a bar in Hamburg’s famous Reeperbahn district. For several years, he has been hosting Schlager boat parties on the Elbe and other events. His latest project is a spirit called “Schietbüddel”. Together with a friend, the native Hamburger set out to create an original Hamburg rum with a unique flavor. The result is a fine rum liqueur with notes of coconut, chocolate, and vanilla. “I’ve always had a passion for spirits,” Budde says. After months of experimentation, “Schietbüddel” is now hitting the market.
Another project close to his heart is the unique concept of “Herzrasen”—which also involves spirits and fandom. “It’s a liquid love letter to your favorite team,” says Budde. “We put the soul of the club in a bottle.” Using a patented process, freshly mown grass is processed to extract chlorophyll, which is then blended into custom-made gin, vodka, or schnapps. The green color from the chlorophyll gives the fan drink its distinctive appearance. “This gives everyone the chance to own an exclusive bottle infused with the soul of their favorite team,” Budde explains. The concept also works with grass from golf courses, campsites, or even Hamburg’s parks.
With “Herzrasen for Hamburg,” Budde and a partner have developed yet another idea. Who knows, maybe soon there will be gin, vodka, or schnapps infused with grass from Stadtpark, Jenisch Park, or Heine Park. For their hometown, the duo has added a special twist: a portion of the proceeds from every bottle sold will be donated to plant trees or create new green spaces in Hamburg—another cause close to Budde’s heart.
Budde’s love for nature extends to the North Sea coast. His next product, “Watt’n Gin”, is a handmade dry gin infused with Nordic rosehip and glasswort. For every bottle sold, €1 will be donated to the UNESCO World Heritage Wadden Sea.
What’s next for Jan Budde? He has plenty of ideas left to bring to life.
CONTACT
Body Attack Sports Nutrition GmbH & Co. KG
Schnackenburgallee 217-223
22525 Hamburg
+49 40 4600360-0
info@body-attack.de
www.body-attack.de
Text: Achim Schneider
Photo: Martina van Kann
May 1, 2022 | club! Magazine Spring 2022, club! members