Malte Wettern in conversation with Jan Budde, CEO of Body Attack Sports Nutrition. An on-site meeting in Hamburg-Eidelstedt.
“Mr. Budde, you were already entrepreneurial as a student, buying and reselling dietary supplements. What excites you about entrepreneurship? What motivated you back then?”
Jan Budde: I have always earned my money on my own. My motivation for sales came from my early days at flea markets: buying comics cheap and selling them for a higher price. I did the same with stamps and aquarium fish at fish fairs. Later, as a student, I had to earn extra money, which paved the way for self-employment. It was and still is a great feeling to shape my actions, influence, and life with my own ideas and earn money doing so. After gaining some experience with dietary supplements, I became curious and interested in creating my own formulas and packaging.
What do you think are the reasons that young people tend to gravitate toward permanent employment? What can associations like DIE FAMILIENUNTERNEHMER or politicians do to set the right course here?
Budde: I think it’s the aspect of security. Not everyone is made for self-employment. You need to be a bit of a risk-taker and enjoy working a lot. Your mind is active 24 hours a day. The association DIE FAMILIENUNTERNEHMER is perfect for allowing entrepreneurs to present themselves to the public and show young people what it means to be an entrepreneur. For example, distributing this magazine at chambers of commerce would help people get impressions of different companies and industries. This could help them decide whether a particular direction suits them or not.
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You studied biology and chemistry. How did you come to develop formulas for your own dietary supplements? What was your original career goal?
Budde: I actually wanted to dive into fisheries and build my own aquaculture for edible fish. During school and university, I was already earning my own money on the side in the mobile phone business, gastronomy, and with sports nutrition. All three sectors grew, and I was earning good money at a young age. Fitness stuck with me in terms of sports, and I started creating my own formulas and layouts in sports nutrition. During my studies, I learned a lot about the human body through extensive literature, and my hobby fit perfectly with the subject matter. I could already afford my living expenses with the other two business areas. With the third, I could afford a graphic designer and laboratories to launch my first products. My motivation was to create better supplements that were more effective and tasted better than what was available on the market at the time. And by the way, I still operate in all three sectors today. Only fisheries fell by the wayside professionally; I’ve kept it as a hobby.
It was and still is a great feeling to shape my actions, influence, and life with my own ideas and earn money doing so.
Dietary supplements have become a mass market
You’ve been in the market since 1994. In the past, only bodybuilders used protein products, but today they are found in diet plans for recreational athletes. Would you say that this shift from niche to mass market was the biggest change? How did you react to it?
Budde: The market has completely changed and has become a mass market. Lifestyle, superfoods, diet products, beauty, low-carb products without sugar, and proteins – these are the trends today. That’s why we’ve been expanding our premium store chain monthly, now with more than 35 branches in Germany and Austria. Our shops are mostly located in prime locations and form the largest sports nutrition chain. We attract athletes and non-athletes, young and old people, who want to eat healthily or lose weight healthily. Our program includes more than 1,900 items, from sugar-free organic muesli to protein waffles and protein pudding. We’ve almost become a kind of local supply shop. Additionally, we are among the market leaders in the online sector in Germany.
With increased fitness awareness, protein bars have become mainstream – supermarkets and drugstores are full of them. What makes a good product? What should customers pay attention to when buying? How do you differentiate yourself from the competition?
Budde: That’s true, and you should make sure the products come from good brands. They should be ‘Made in Germany’ and carry well-known quality seals. Additionally, it’s important that the products aren’t full of sugar. Consumers are often misled as the focus is placed on high protein content – while the rest is unfortunately sugar and fat. The composition of raw materials is key. Customers who buy without guidance might gain weight or experience an effect opposite to what they were hoping for. We focus on engaging with customers positively and providing excellent advice. That’s crucial in this field to ensure customers use products correctly and achieve personal success. Consultation is a top priority for us.
Although dietary and fitness supplements are widely used by elite and amateur athletes, the industry still carries a certain shady image. How do you counteract the classic “muscle gym” stereotype?
Budde: I think that’s almost over, as dietary supplements are now available in nearly every supermarket. Moreover, we’ve long positioned ourselves with good advice, lifestyle, and organic products in a different light. We are present in prime locations, like at Hamburg’s Gänsemarkt. Nowadays, 90 percent of our customers are ‘regular people.’
The era of the “muscle gym” image is over – the key is 100% quality, functionality, and taste.
Not least, unnaturally pumped biceps are often associated with doping. Do you certify your products on the Cologne List?
Budde: Yes, we have everything tested independently. Our products are listed on the Cologne List, and we also conduct our own tests. Our company is organic certified, and we source many raw materials ourselves while performing sensory tests at our headquarters. We are also working towards accreditation by the authorities. Additionally, we produce sports nutrition products for the Men’s Health brand. The key is that our products meet 100% quality standards, function as intended, and taste great.
Consumer advocacy groups often label dietary supplements as expensive and ineffective. What is your response?
Budde: The success of our industry and the Body Attack Sports Nutrition brand speaks for itself. Numerous scientific studies support the effectiveness of protein in muscle building and creatine in performance enhancement, for example. These claims are officially validated by the European Food Safety Authority (EFSA) through health claims.
You were the first company in Germany’s sports nutrition industry to become the official nutrition partner of a Bundesliga club, HSV. Does this partnership still exist? Are there other sports or athletes you could imagine collaborating with?
Budde: Yes, we still maintain a strong partnership with HSV. We provide consulting services as well as our products. Many other professional and competitive athletes also rely on our products and quality, including European champions, German champions, Olympic athletes, and Bundesliga teams, many of which are based in Hamburg. We receive new cooperation requests daily and are now active in over ten different sports.
Are all your products actually made in Germany?
Budde: Absolutely.
You develop all your products in-house and have them produced by partners such as beverage or muesli specialists. Have you ever considered setting up your own production facility?
Budde: Yes, we have, and we are already working more closely with certain partners. Who knows what the future will bring.
Through which channels do you distribute your products?
Budde: We sell our range through our own online shop, our premium stores, and online partner shop systems. Additionally, many third-party online stores and specialist fitness shops carry our products. Body Attack Sports Nutrition is also available in numerous fitness studios, sports clubs, supermarkets, and drugstores. Through wholesale, customers in more than 30 countries worldwide can purchase Body Attack sports and diet nutrition.
You’ve claimed annual growth rates of around 20 to 30 percent since your inception. How do you finance this growth?
Budde: Growth has slowed somewhat because the market has become more competitive. We have strong partnerships with several banks but are currently growing again through our own resources.
Which trends are you currently following in your industry? What products are you working on?
Budde: We are currently working on an expanded vegan line and superfood products under our sub-brand JabuVit. Additionally, sugar-free chocolate and strawberry sauces as well as grill and salad dressings will soon hit the market.
Our shops are supermarkets offering healthy nutrition
How do you define healthy and balanced nutrition? Who should consider your brand essential?
Budde: Everyone. We are increasingly presenting ‘normal’ nutrition in our shops. They now resemble supermarkets offering healthy food, focusing more on functional products. This ranges from high-protein pasta to low-sugar ice cream. For example, we have muesli on our breakfast table every morning. Many mueslis in retail contain far too much sugar. Four years ago, we launched our own range of sugar-free, low-carb, protein-rich, organic-certified mueslis. As you can see, it’s not just about sports nutrition and protein shakes.
The competition is faster and tougher. Resting is no longer an option.
What advice would you give to aspiring entrepreneurs?
Budde: The market is changing incredibly fast, and competition has become faster and tougher due to many online channels. You can no longer rest. Staying ahead of trends and being quicker than others is essential.
What qualities do you look for in employees? What does someone need to bring to the table to secure an attractive position with you?
Budde: Above all, loyalty and team spirit. We are a young company, and with good minds who want to contribute, we can achieve great things together.
Where do you see Body Attack in the coming years?
Budde: We want to continue delivering excellent products and stay innovative. The shop chain will keep growing, and we plan to significantly expand our online presence. We aim to remain market leaders with 100% quality and outstanding customer service.
Lower taxes for businesses – or good companies will leave the country
Are there any conditions you wish the government would provide?
Budde: Lower taxes for entrepreneurs who create jobs and contribute significantly to our country. If nothing changes, more good companies will leave Germany.
What does the Hamburg location mean to you? Do you feel strongly rooted here, or have you considered relocating?
Budde: I love Hamburg and feel deeply rooted here. I hope I never have to leave the city – as long as politics cooperate.