Episode 70
Biohacking 3.0 with Eduard de Wilde
In this episode of the Biohacker's Podcast, Teemu Arina speaks with Eduard de Wilde, CEO of Noordcode and Livehelfi and a luminary within the biohacking realm. Together, they reflect on the transformation of the biohacking industry over the last ten years. What was once a niche landscape filled with small brands and early adopters has now burgeoned into a maturing industry with substantial growth potential. Eduard highlights how the pandemic has accelerated this change, with more individuals embracing preventive health coaching and companies developing new wellness products.
Eduard emphasizes the need for preventive health coaching, the influence of celebrities on health trends, and the importance of a narrative focused on vitality. He advocates for high-quality supplements and consumer education while addressing the challenges and opportunities in the wellness industry.
Learn more about Eduard, NoordCode and Lifehelfi at https://noordcode.com and https://livehelfi.com!
This conversation was recorded in June 2025.
Check https://hololifesummit.com for upcoming events & tickets!
Devices, supplements, guides, books & quality online courses for supporting your health & performance: https://hololifecenter.com
Key moments and takeaways:
00:00 Introduction by Teemu Arina
01:15 Meet Eduard de Wilde from NoordCode and LiveHelfi
02:00 Overview of the evolution of biohacking over the last decade
04:30 The shift from niche to maturing industry dynamics
06:45 The importance of preventive health coaching post-pandemic
08:15 Growth in the biohacking community and market research insights
10:00 Challenges in reaching the 50% of the population disengaged with health
12:30 The role of celebrities and influencers in health trends
14:00 Observations on wearable technology's effect on consumer behavior
16:45 Simplifying health tracking for the less health-conscious demographic
18:00 Lifestyle changes through basic health products
20:20 Emphasis on recovery and longevity through everyday choices
22:15 Discussion on the subjective term “health” in marketing
24:00 How health optimization can shift perceptions and behavior
26:30 Case studies of critical consumer experiences leading to awareness
28:45 Vitality vs. longevity: Changing the narrative in health discussions
31:10 The role of the wellness industry in public health
33:00 The risk of chronic diseases in aging populations
35:20 Pain management strategies not guided by traditional health care
37:45 Exploring the potential of supplements and technologies like red light therapy
40:00 An analysis of strategies to shift the healthcare paradigm
42:15 The intersection of lifestyle habits and their impact on chronic illness
45:30 De-stigmatizing the search for preventative health solutions
47:00 NoordCode’s ethos in providing top-quality health products
50:00 The evolution of dietary supplements and the importance of ingredient sourcing
52:00 Future outlook for the wellness industry amid regulatory challenges
54:30 Closing remarks on empowerment through high-quality health choices
56:00 Where to find NoordCode products and the educational resources available
Transcript
Music.
Speaker:I'm here with Eduard de Wilde from NoordCode and LiveHelfi,
Speaker:one of the biggest distributors of biohacking products across Europe.
Speaker:In the Hololife Summit, he just gave a presentation about Biohacking 3.0.
Speaker:He has been coming to our events for a decade now, so he has been in the scene for quite a bit of time.
Speaker:I can't wait to discuss with him the future of health, wellness,
Speaker:biohacking, and longevity so welcome to
Speaker:the show what do you feel is like right now
Speaker:in this field that is expanding
Speaker:into matured industry
Speaker:i would say like in the beginning like 10 years
Speaker:ago the brands were pretty small and the
Speaker:users were more like early adopters now we
Speaker:have a maturing industry we have a
Speaker:lot of new brands companies they're much
Speaker:bigger the consumer side has grown into
Speaker:a place where it is much more I would I say like professional so there is CEOs
Speaker:CXOs there is people who after the pandemic turned into preventive health coaching and.
Speaker:Developing new products and services so you have seen it all so and we have this,
Speaker:political support also coming from u.s side to this field and it seems like
Speaker:the next five to 10 years is going to be accelerating growth for the sector
Speaker:absolutely it's very interesting when you look at the numbers.
Speaker:We dived into that for our market research. And I think, you know,
Speaker:when you, 10 years ago, then the number of biohackers people are really into
Speaker:improving their biology,
Speaker:measuring all the blood values and DNA, et cetera.
Speaker:It's maybe 0.1% of the population.
Speaker:I think that's grown now to maybe 1% of the population.
Speaker:That's still a massive growth
Speaker:and it's interesting to discuss whether this will
Speaker:grow and affect the whole population when you look
Speaker:at the necessity to focus on prevention rather than curing diseases because
Speaker:of the rise of the health care expenditures and then the big question is whether
Speaker:The 50% of the population that is not interested in health at all,
Speaker:they don't know anything about nutrition.
Speaker:They don't know anything about the whole disconnect between what they take in
Speaker:and what they feel as the result, how they show up in life.
Speaker:I think the big challenge is that how can you reach that 50% that is not interested
Speaker:at all, that just want to pay the lowest price for nice tasting products,
Speaker:while you see that 0.1% growing and then you have the health enthusiasts which
Speaker:are not per se biohackers, maybe growing to 5, 10% of the population.
Speaker:And then you have that 30% in between that is not interested in their health,
Speaker:but when they have an issue.
Speaker:And they see something in their family or whatever, they start thinking about it and take action.
Speaker:I think that's a little bit of how I look at the market.
Speaker:It will grow and definitely will grow to a very mature business.
Speaker:But the question is whether you can reach the whole population.
Speaker:This has been the case in traditional healthcare to a certain extent.
Speaker:People who are not generally healthy, they are not so interested in taking action
Speaker:in changing their behavior.
Speaker:So there's this whole adherence problem if you prescribe pills and remedies to customers.
Speaker:It's 60% for drugs and 85% for lifestyle changes. people are not doing what
Speaker:they are told to this whole,
Speaker:health optimization data-driven ways of improving your health well-being productivity
Speaker:this has been for generally healthy people so also the fitness industry in a sense people who are,
Speaker:already pretty fit are the target audience of wearables how do we get people
Speaker:who are not in this lifestyle yet to get excited i believe that one big driver for consumers is.
Speaker:Celebrities and role models others
Speaker:who are starting from the same line making it
Speaker:visible and showing that they can also do
Speaker:this we see that already it used to be that influencers in
Speaker:biking health and fitness were mainly people
Speaker:who are in the industry but now we see more
Speaker:celebrities into red light panels or or
Speaker:ice baths or sauna or or
Speaker:taking supplements and that always
Speaker:drives consumer behavior mass media is not really there yet so we don't see
Speaker:much happening on a regular basis but when it comes to social media i do see
Speaker:that this is changing And many of these events also have now.
Speaker:It could be DJs or musicians or actors in the health and fitness.
Speaker:Some brands are spearheading football players or actors who are also investors in this.
Speaker:If I look at Oura Ring, for example, which in the beginning was mainly for pie
Speaker:hackers and like most of their biggest influencers were geeks.
Speaker:Now it's primarily mass market influencers
Speaker:who are in it i remember when prince harry
Speaker:had a ring and everyone was paying attention like what is that thing we have
Speaker:kardashians doing longevity tests these things are in my mind signs of maturing
Speaker:industry and also that it gets into early maturity.
Speaker:Just from the adoption curve perspective.
Speaker:It's interesting that I have many friends who are not interested in changing their lifestyle at all.
Speaker:One of the phrases they use is, life has to be lived, suggesting that the way
Speaker:I live my life is not worth living.
Speaker:But when they use a fitness tracker, they buy a Fitbit just because they want
Speaker:to play golf and it's showing the golf course.
Speaker:But then they see also the measurements.
Speaker:And then they discover that when they drink alcohol, the battery is low next morning.
Speaker:One of my friends had a breakthrough that when he lowered his alcohol intake,
Speaker:his battery was rising and it became a kind of indication for him.
Speaker:It's interesting that those wearables they start to buy because of the celebrities,
Speaker:somehow it triggers them to become more aware of the effect of certain unhealthy habits.
Speaker:Because, you know, for example, alcohol, when you drink three,
Speaker:four glasses of wine, they can still think they have a good sleep.
Speaker:But now they can see that the REM sleep is going down or the deep sleep is going
Speaker:down and they get an explanation why they have a brain fog when they wake up
Speaker:in next morning and it takes one or two hours before they can perform at their best.
Speaker:Yeah I would say that is very illustrative that the use cases are actually very simple.
Speaker:The more complicated use cases of tracking
Speaker:100 biomarkers and optimizing nutrition
Speaker:and genetics it's still for people who are not yet there you have to start from
Speaker:somewhere the recovery index the resilience index those are more interesting
Speaker:from a data point of view like just one single variable also.
Speaker:Simple things like how they might feel after a properly conducted spa experience
Speaker:or back in clinic experience, how they might feel after an IV,
Speaker:how they might feel after an ice bath or cryotherapy is part of it.
Speaker:Or moving beyond sickness and illness prevention and longevity in general.
Speaker:For example, giving them more energy or focus or less of that crash is pointing
Speaker:to a direction where it's more of a lifestyle.
Speaker:And with Hololife, we deliberately don't
Speaker:use the term health because health is connected
Speaker:to sickness and illness and it's a very
Speaker:loaded term we don't use the term biohacking because
Speaker:it's misunderstood we talk about lifestyle
Speaker:and i think that life and lifestyle
Speaker:aspect is what eventually will
Speaker:bring people into this field it doesn't
Speaker:mean that it won't have a massive effect
Speaker:on health care and that this
Speaker:is not part of the future of health care the gateway
Speaker:drug in a sense is much simpler use
Speaker:cases and solutions and once the
Speaker:interest grows and age grows and one gets into
Speaker:degenerative diseases then the interest
Speaker:will also go into oh i can optimize
Speaker:my health biomarkers and i recently in this conference had one journalist who
Speaker:is a tv host from finland and i mean you could call her as just an average person
Speaker:in this, like an absolute beginner.
Speaker:But she was here learning because she went into different doctors,
Speaker:did different tests, and they found nothing.
Speaker:But she feels like there is something into this that will potentially give a
Speaker:solution to some of the attention, focus, energy level questions.
Speaker:And she has noticed from simple dietary changes improvements that don't show
Speaker:in traditional labs but do show in nutrition tests.
Speaker:Learning about not just blood sugar and cholesterol values but also things like
Speaker:magnesium or inflammation.
Speaker:All of that is now suddenly more interesting.
Speaker:For everyone it's different what brings them into this field but seeing people
Speaker:like that coming to a biohacking focused conference is a sign that this is moving into,
Speaker:the early majority of consumers. It's also the reason that our tagline for Nordkode is now age better.
Speaker:We are not talking about diseases, but just to thrive, to have the energy that
Speaker:you want as long as possible.
Speaker:Not aiming for longevity in the sense of going for 180 years old or 120.
Speaker:But making sure that by simple choices,
Speaker:you can live with a
Speaker:lot of energy and mobility till the moment that
Speaker:your body is done you can die yes i
Speaker:think the key term what you just mentioned the vitality is
Speaker:what this is all about yeah our next
Speaker:book is called the vital being that we just made
Speaker:available for pre-order that's coming in December part
Speaker:of the whole life series we just published the resilient being
Speaker:and vital being is our longevity
Speaker:book we don't talk about longevity we talk about vitality because that's what
Speaker:people really seek when thinking of longevity they want the life force the energy
Speaker:throughout their lifetimes it's not about 20 30 40 years down the road it's
Speaker:right now we want the vitality you want the youthfulness.
Speaker:And the reason that they see their parents become older, they suffer and see that suffering.
Speaker:They see their parents, 80 years old, sitting in a chair all day long.
Speaker:It happened to me as well. I've seen it with my father sitting in his chair,
Speaker:waiting till the moment that he would die.
Speaker:And that was a nightmare for me.
Speaker:Just that idea that I have to sit in a chair all day, not be able to move to
Speaker:walk around and only watching television or reading books.
Speaker:And that would be for five, 10 years, the end of my life.
Speaker:Every time I visited him, I came home depressed with the idea that it would
Speaker:be my end of my life. So that's my drive.
Speaker:And I think a lot of people see that happening with their parents,
Speaker:that they envision that they don't want to live their life with the multiple
Speaker:diseases that are age-related.
Speaker:So I think that's very exciting in the research about longevity.
Speaker:That all those compounds are popping up that help you to control the damage
Speaker:when you age so that you can prevent those age-related diseases.
Speaker:What is very interesting about many of these compounds is that they have been
Speaker:shown in clinical trials mainly to work in adults and people who are past their working lives.
Speaker:New tropics, for example, show much higher efficacy in elderly people than young people.
Speaker:Although young people are the target audience for focus, attention,
Speaker:even younger people. So we see.
Speaker:People are into esports or gaming using energy
Speaker:drinks that are not based on caffeine but
Speaker:are based on functional mushrooms or or
Speaker:l-theanine or things like that that is a very interesting trend i think our
Speaker:generation and you're older than me you always say that you are the oldest person
Speaker:in the room but you don't look like one so that tells something about our audience
Speaker:it's still like pretty young people.
Speaker:That's where the aging tests come in play.
Speaker:I think the aging test is kind of useless, but it's a good proxy for understanding
Speaker:that you might have the vitality of a 20-year-old or 30-year-old,
Speaker:even though you are in your 40s, 50s.
Speaker:That is what I personally want to maintain, because if you look at degenerative
Speaker:diseases, 27% of the world population lives with multiple chronic conditions.
Speaker:If you live more than 64 years old, so basically retirement age, it's 64 percent.
Speaker:Multiple chronic conditions, heart disease, respiratory diseases,
Speaker:diabetes, nervous system issues, pain disorders.
Speaker:In the different studies, just simple
Speaker:things like biomechanical degradation problems with
Speaker:the back and discs is a huge problem and it
Speaker:turns out it's not just wear and tear you can actually
Speaker:slow it down by proper hydration
Speaker:having inflammation controlled and
Speaker:a check that reduces the pain signaling as well plus there's a lot of supplements
Speaker:and technologies like red light therapy that can reduce the perceived pain improving
Speaker:circulation in areas that are getting a little bit stiff, you have.
Speaker:Supplements that affect the cannabinoid system, which is basically pain modulation.
Speaker:All of that helps you to maintain what comes with age, and those are not prescribed
Speaker:by the healthcare system.
Speaker:They just give you painkillers, mask the issue, and you're then hooked.
Speaker:Looking at the number of pills, at least in my family, the elderly people have
Speaker:been taking end of their lives.
Speaker:It's like a massive cocktail just to be able to cope.
Speaker:So I'm not surprised someone wants to just sit in a chair.
Speaker:There's nothing to blame them about that. It's just the advice they got was not good.
Speaker:Yeah, it's a bit tragic to see. At the beginning we talked about the population
Speaker:and if people are interested in changing their lifestyle to prevent diseases.
Speaker:Another big player is the system itself, using all those trackers,
Speaker:measuring their blood values, measuring their DNA, their gut biome,
Speaker:the neurotransmitters.
Speaker:It is a steep curve. It's exponentially growing.
Speaker:The number of people interested in taking care of their own health is growing,
Speaker:while at the same time, the system doesn't want them to control their own health.
Speaker:Because the system, and I don't blame the doctors. I blame the system that the
Speaker:doctors are not educated or don't have the time to have that discussion with
Speaker:the people who are coming in with the data and asking for help in order to deal
Speaker:with the outcomes of the measurements.
Speaker:I think it's also partly that the system punishes for providing treatment advice that might not work.
Speaker:So you have pretty high standards of advice that is offered.
Speaker:Just to give you some examples, when I went with my ulcer 10 years ago to a
Speaker:doctor, I got different tests done to diagnose it. I got some pills to mask the pain.
Speaker:The doctor said that I am not supposed to say this, but maybe you could like try meditation.
Speaker:So she personally got a lot
Speaker:of help from going to a Buddhist center and
Speaker:learning meditation techniques although they
Speaker:have a lot of science behind them
Speaker:and meta studies that show that things like
Speaker:meditation or breath work or we can take going to sauna or ice bath if those
Speaker:effects that come out of the studies would be possible in a pill everyone would
Speaker:be taking them like lowering inflammation lowering blood pressure improving
Speaker:arterial elasticity and.
Speaker:Neurogenesis there's many effects but
Speaker:making a claim like that it's not
Speaker:a drug it's not a isolated variable
Speaker:that you can safely prescribe well
Speaker:the irony here is that you can absolutely safely
Speaker:prescribe them it's not hurting most people
Speaker:I mean those are thousands of years old things that
Speaker:have been done and there is a
Speaker:reason why people do them still and they do
Speaker:have effects but because the
Speaker:effects are so multifaceted and complex it's not
Speaker:something you can safely say that this will help you with
Speaker:your illness and that also points to the direction that the main focus is treating
Speaker:the illness not preventing it so in healthcare system treating something that's
Speaker:not there is considered waste of resources.
Speaker:Testing something that is showing results that are not treatable immediately
Speaker:are considered medicalization,
Speaker:that you do a diagnosis or prevention
Speaker:or you do optional tests that's considered
Speaker:waste of resources in the healthcare
Speaker:system what they are afraid of is prescribing treatments
Speaker:and over treating because it's
Speaker:true if you start treating something like cyst cancers
Speaker:or make surgeries that are
Speaker:not immediately necessary that can
Speaker:lead into complications that can lead into
Speaker:over treatment but in a
Speaker:sense the fact
Speaker:that they take the responsibility their job is
Speaker:on the line so if they prescribe something that has no effect or is burdening
Speaker:the medical system or any kind of experimental therapist that's not their role
Speaker:so I think the wellness industry has an opportunity here because it's now.
Speaker:Based on Global Wellness Institute, the whole healthcare costs are over 10 trillion.
Speaker:Depends a little bit what you're looking at because preventive side is globally
Speaker:and treatment of diseases is 47 trillion.
Speaker:But if we just define wellness economy and healthcare system from very simplified models,
Speaker:right now wellness industry is 60 percent
Speaker:of global health care costs it's growing four times faster in biohacking and
Speaker:health optimization compared to pharmaceuticals the wellness economy is growing
Speaker:two to three times faster than the big pharma industry in general Now,
Speaker:inside that wellness industry growth,
Speaker:we can see traditional players who used to mainly serve their own isolated pockets of customers.
Speaker:We had wellness travel that was pretty much just relaxation.
Speaker:Wellness hotels that were mainly spa experiences and taking a break from work
Speaker:are now looking into incorporating nutrition testing, retreats that have ice
Speaker:baths and red light panels.
Speaker:People don't go anymore for a vacation just to take time off.
Speaker:They are seeing it as an investment in themselves and it needs to be productive.
Speaker:So if you take two weeks off it's a
Speaker:more sound choice to go on a
Speaker:wellness experience or retreat or hotel
Speaker:experience that is simultaneously providing that
Speaker:maintenance like you would get maintenance for your car
Speaker:you get maintenance for your body and that might kickstart lifestyle changes
Speaker:so we see traditional players in the wellness economy now moving into almost
Speaker:clinical interventions wellness travel has grown 28 percent after the pandemic on an annual basis.
Speaker:And I think one of the reasons
Speaker:is obviously people were not able to travel but
Speaker:the other reason is that we were told that
Speaker:if you're in a risk group if you're obese overweight if
Speaker:you have any underlying conditions you're in a risk group and
Speaker:the treatment for that is like just lifting the hands and saying that we can't
Speaker:help you but you should lose weight or you should get fit or fix the underlying
Speaker:comorbidities and that's where wellness industry comes into play that can help you with that.
Speaker:Also there is more and more practitioners so fitness
Speaker:industry used to be mainly how to build
Speaker:muscle and how to look fit now it's
Speaker:more about recovery recovery
Speaker:is part of the training it's also more about
Speaker:living longer it's also
Speaker:older people maintaining their physique
Speaker:part of the driver is social
Speaker:media for that that where people
Speaker:get their information is influencers and
Speaker:people who are doing it on the field and the
Speaker:maturing of the industry so companies
Speaker:like you and me
Speaker:for example are constantly sharing the
Speaker:lifestyle that you should use electrolytes or collagen
Speaker:or daily essential vitamin or
Speaker:nutrition stack you have developed products for
Speaker:that kind of daily life protocols of supplementation for different times of
Speaker:the day and I think that packaging interventions for those people who don't
Speaker:really know okay what should I take for you just give them one.
Speaker:Formulation that is providing the essentials for whatever is happening.
Speaker:I think that's the goal. The goal with Nordkote is to provide the foundation
Speaker:for healthy nutrition that people can apply easily in their lifestyle.
Speaker:For example, we know that the current guidelines for protein intake is not sufficient.
Speaker:Those guidelines also for the vitamins are mostly defined for surviving. is not to thrive.
Speaker:When you want to consume more protein, and especially when you grow older,
Speaker:you need more protein because of sarcopenia and you benefit less from eating protein,
Speaker:it makes sense to have more protein in your diet, but most people don't want
Speaker:to eat a pound or a kilo meat or fish or whatever.
Speaker:And it's very hard when you are on a plant-based diet to get enough protein from plants.
Speaker:So the collagen powders and the whey protein powders are very easy for people
Speaker:to add some more protein in their diet.
Speaker:But we do want to focus on the highest quality that you can have so that all
Speaker:the good stuff is still in there.
Speaker:And that's a little bit of a challenge in the market that you see a lot of opportunistic
Speaker:players, the cowboys offering.
Speaker:A protein with a lot of fillers in it not beneficial at all from cows and especially
Speaker:the younger people are not aware of that they're just price focused but.
Speaker:After the age of 30, more and more people become aware of the fact that they age.
Speaker:So it takes longer to recover. They can't drink anymore without any punishment.
Speaker:They get tiny wrinkles and they think, okay, maybe I'm not immortal.
Speaker:Maybe I should focus more on quality.
Speaker:And then they also are more diving into the backgrounds of food and nutrition and sleep.
Speaker:They become aware of why it is important to focus on high quality ingredients
Speaker:instead of buying yeah the shitty stuff when you go to a supermarket you have
Speaker:protein bars most of them are.
Speaker:Absolute garbage yeah and seed
Speaker:oils and processed food having a high
Speaker:quality protein bar or high
Speaker:quality chocolate even is quite a
Speaker:you know adventure to find in a
Speaker:supermarket because the marketing is the
Speaker:same like in your products so you
Speaker:have all the right words but the ingredient
Speaker:list is like a mile long and all these
Speaker:artificial sweeteners that are wreaking havoc
Speaker:in your gut it's still an early time
Speaker:for this industry i would say just looking at the protein bars alone and offering
Speaker:a high quality protein bar is a gift and basically a service to everyone that
Speaker:if you need a quick source of protein or snack.
Speaker:You can have that and fitness
Speaker:industry is full of people who are trying to
Speaker:build muscle and they look great but usually
Speaker:they have got issues from all the crap they're consuming if you need quick energy
Speaker:of pure glucose as an example it's interesting that those bars for example they
Speaker:are marketed with a nice flavor and high protein so people think okay it has
Speaker:20 grams of protein and the taste is good,
Speaker:then I will be fine because they are not aware.
Speaker:They are not looking at the ingredients. They don't know about what they're getting in the body.
Speaker:And I think that's part of our education. We provide a free course about the
Speaker:foundations of a healthy lifestyle to our customers.
Speaker:So when they buy a product, they get free access to the course,
Speaker:in order to make people more aware of what they are eating.
Speaker:I talked about the disconnect that people have when they go to the supermarket.
Speaker:Almost all products are focused on taste.
Speaker:So they think they are eating healthy food, but it is in fact ultra processed, nice tasting food.
Speaker:And what we hope that we offer,
Speaker:for example, with the collagen bar is that we can offer
Speaker:a high quality bar 90 grams
Speaker:of collagen with only organic ingredients
Speaker:without fillers without artificial sweetness etc and and make it still taste
Speaker:nice so that but it comes at the price and and that's what people become more
Speaker:accustomed to is that yeah quality to create this kind of bar.
Speaker:And put in all the high-quality ingredients, it leads to a higher price than
Speaker:those other processed bars in the supermarket.
Speaker:Yeah, precisely. So anyone who is listening and thinking about collagen bars,
Speaker:they should definitely order some from Northcote.
Speaker:Now, you have other products like electrolytes. If one wants electrolytes and
Speaker:proper hydration, many leading brands just provide the basic essentials.
Speaker:What I like about your hydration products and electrolytes is that you are providing
Speaker:not just the sodium, but the whole complex of electrolytes required for cell
Speaker:signaling in a high-quality product.
Speaker:And if I look at something like your collagen products, you have a collagen
Speaker:product that is a combination of different forms of collagen, not just one.
Speaker:I think you have four? Three. three. Yeah.
Speaker:It's exhale membrane, fish collagen, and bovine collagen. What is the benefit
Speaker:of having collagen from different sources?
Speaker:Because you get the different types of collagen in. So when you have bovine,
Speaker:then it's dominantly one and three.
Speaker:And by adding the other sources, you can have six or eight different types of
Speaker:collagen that have different applications in your body.
Speaker:Right. So So the protein synthesis is supporting the functioning of your body.
Speaker:It's just a better product. You're still consuming the same amount of protein,
Speaker:but you get better quality, the full complex of them.
Speaker:People are used to taking like B vitamin complex, so they get B1, B2, B3, B4, B5, B6, B9.
Speaker:And talking about the hydration, it's becoming more and more popular.
Speaker:It's a big trend, electrolytes. we became aware that because of the trend people
Speaker:started to take electrolytes.
Speaker:In combination with processed foods, you know, bread or something else,
Speaker:which contains a lot of salt.
Speaker:And we were a little bit worried that people were consuming too much salt.
Speaker:When you are consuming too much salt, the risk of course is that you can have heart diseases.
Speaker:There is also quite a big backlash
Speaker:from the medical science people being
Speaker:worried about the electrolyte hype and
Speaker:that's why we created the daily electrolytes with
Speaker:a much lower amount of salt that you
Speaker:can drink all day long the original electrolytes we
Speaker:now call performance electrolytes for people
Speaker:who fast have a whole food diet who go to
Speaker:the sauna who are hiking in the summer who are going to the gym so that they
Speaker:can benefit from that higher amount of salt the other one is just for daily
Speaker:use you can drink whenever you want but still have the magnesium in it potassium
Speaker:in it for the right balance one of your favorite products that i,
Speaker:consume almost on a daily basis is called the 10 moment what is in 10 moment.
Speaker:We have the ashwagandha, it is the magnesium, we have phosphatidylcholine.
Speaker:And it's interesting that we created a formula with a scientist.
Speaker:We wanted to create a synergistic formula that made you more relaxed,
Speaker:gives you energy and focus.
Speaker:To be honest, it is for me the products that I'm most proud of because of the formulations.
Speaker:But it's still a challenge to get it
Speaker:across yeah i agree this is something that people
Speaker:might not have an immediate understanding that
Speaker:they need but i can give a couple of examples how
Speaker:i'm using it so it's in moment you kind of sounds like something you take in
Speaker:the evening to relax but i take it in the morning i take it with coffee so that's
Speaker:in my morning hydration drink And the reason is that what I've noticed is that
Speaker:when I take a stimulant like caffeine, it balances it out.
Speaker:So there's less agitation, there's less jitters.
Speaker:I get this focus energy. It supports my mood.
Speaker:Ashwagandha lowers cortisol levels. If you hit on your adrenals in the morning,
Speaker:that is definitely helpful for recovering from that. And the L-theanine,
Speaker:that is the one, I think, that balances your caffeine.
Speaker:So you have the benefit of increasing your focus in the short-term memory without
Speaker:the jitters of the caffeine.
Speaker:It's one of the well-researched combinations, the L-theanine and the caffeine, for that purpose. Yeah.
Speaker:And the other thing that I like to do is I use this as a replacement to beer.
Speaker:Really? Yeah. Did you know that? No. So when you take 10 moment and you take something like.
Speaker:A ginger turmeric shot here during the
Speaker:summit I use Sapinka which is a formulation of
Speaker:different adaptogenic herbs it has also ginger and
Speaker:turmeric when I put it
Speaker:in a blender with a little bit of water and I
Speaker:blend it up it forms this foam because of
Speaker:the other compounds in 10
Speaker:moment I think there's maybe some amino acids or maybe it's the phosphatidylserine in
Speaker:beer that's actually a pretty good
Speaker:source of some of these things and basically
Speaker:it produces a drink that
Speaker:is almost like a root beer so then I
Speaker:finish it up with sparkling water to bring in
Speaker:some of the bubbles in the drink and the end
Speaker:result is fantastic really try it it's
Speaker:one of my favorite ways of using that product and it's one of
Speaker:my favorite drinks and it gives you that relaxing effect
Speaker:that you would expect from drinking a beer and
Speaker:it looks like beer because of the ginger turmeric
Speaker:gives the color if you want to make a great tasting morning
Speaker:drink maybe adding those already in the powder mix yeah
Speaker:mix it with water you have a beer replacement you can have safely in a social
Speaker:setting and no one knows you're not drinking beer when it comes to all these
Speaker:recipes people want and need easy solutions that they just mix something with
Speaker:something and they have the end result.
Speaker:I think AG1 is a great example of giving the daily nutrients.
Speaker:The green powders, all of that in one okay-tasting drink.
Speaker:That is key for consumers. That's also why all these functional mushroom coffees
Speaker:and all of that are working, because it is a replacement to something they use already. Yeah.
Speaker:So you drink coffee and then you have this adaptogenic blend of coffee and I
Speaker:mean that made Four Sigmatic successful that has made many other companies in
Speaker:this space successful because they're kind of piggybacking on existing behaviors.
Speaker:No one has done a beer. We try to formulate the products as clean as possible
Speaker:with not too many ingredients in it like the AG1 for example because our customers,
Speaker:they want to choose themselves what kind of vitamins they want to add.
Speaker:We put in, for example, electrolytes. We didn't add any vitamins because people
Speaker:are already using their own multivitamin or their own whatever supplement.
Speaker:So then you can get easily too much of the different compounds and just by focusing
Speaker:on the purpose of the product and then add only the ingredients in it,
Speaker:what it's meant to be for that goal.
Speaker:I think that's what our customers appreciate in the way we formulate it.
Speaker:Yeah, yeah. There are so many feelers. And what I like about drinking my supplements
Speaker:is that it's just a new way of using supplements because if you have pills,
Speaker:like how many pills are you going to take per day?
Speaker:Some of these buyers are boasting that I take 100 pills per day or 60 pills per day.
Speaker:That's how the lifestyle can look like or you can drink half
Speaker:of them yeah and many of these supplements
Speaker:also have additives the capsules
Speaker:have additives like agents for
Speaker:manufacturing reasons to feel the capsules not specifically
Speaker:that it has like some kind of
Speaker:effect on the body but it's more of a manufacturing need
Speaker:and then there's piperin from black pepper
Speaker:used to increase absorption and then you
Speaker:have a bunch of supplements that have that in it because every single supplement
Speaker:not every single but many of them have some of these things that are boosting
Speaker:the effect and getting too much piperin is not beneficial either so yeah like having and by the way.
Speaker:The pharmaceutical industry also uses these techniques to
Speaker:increase absorption so you
Speaker:have caffeine for example in flu
Speaker:medications if you take different flu medications you
Speaker:get a good shot of caffeine it's not that you
Speaker:need a stimulant it is because it increased the absorption
Speaker:of the drugs and efficacy
Speaker:of them so personally i'm using a
Speaker:fat-based coffee kind of the typical bulletproof style
Speaker:coffee so you sell also Northcote
Speaker:products for that lifestyle you have MCT or
Speaker:MCT powder you have the collagens you have
Speaker:you have ghee you have the coffee
Speaker:so you can make a typical bulletproof style coffee but for me because I'm going
Speaker:to consume coffee every day I'm also using that as a carrier for other things
Speaker:so there's the caffeine and then there's the fats so many fat soluble compounds go into my coffee.
Speaker:I mean very simple things are of course like ashwagandl-theanine that I sometimes
Speaker:add in to balance out the effect but I also put creatine in as well.
Speaker:I put functional mushrooms like a complex of them different types.
Speaker:I put different herbs like I put curcumin extracts, ginger, cardamom.
Speaker:Clubs like typical chai mix of spices and vanilla of that so it improves the
Speaker:flavor profile to add these things like the complexity flavor but also basically
Speaker:nutrition per dose and if one is.
Speaker:Consuming all of these separately it's a lot of supplements but you can combine
Speaker:them and trying and testing things out, you get some pretty interesting formulations yourself.
Speaker:Yeah, I acknowledge the fact that developing those capsules,
Speaker:people become tired of consuming all those capsules.
Speaker:And indeed, what you mentioned, all those capsules have those additives that maybe you don't want.
Speaker:We are now in the process of developing drinks.
Speaker:You can have one scoop with a nice flavor and get the ingredients that you need
Speaker:for sarcopenia or skin or whatever.
Speaker:Solutions we come up with without the need to take all those different capsules. Yeah.
Speaker:In the U.S. side, they have a lot of proprietary blends.
Speaker:AG1 is a good example. I mean, you have the ingredient list,
Speaker:but you don't know how much everything is in there.
Speaker:These proprietary blends are not allowed in Europe.
Speaker:You need to show what is actually in the back.
Speaker:So that's the benefit of living in Europe. The disadvantage of living in Europe
Speaker:is that we are not allowed to import many compounds that are very promising and safe.
Speaker:The process to get them in and the cost of getting them in are so high that
Speaker:we are now really running behind the United States if you look at those most innovative compounds.
Speaker:The benefit is that it is safe. The laws are protecting the consumer.
Speaker:On the other hand, it is also prohibiting the consumer.
Speaker:And the fact that you need to be transparent about ingredients, I like that very much.
Speaker:Because when it's a proprietary formula, I don't trust it per definition.
Speaker:Because it can be to protect their research, but it also can be to protect the
Speaker:amount of the cheap stuff that they can put in, and less of the more expensive stuff that work.
Speaker:And yeah, that's the good thing about Europe. And what I like about Live Healthy
Speaker:is that you take this seriously so your products have information on manufacturers,
Speaker:sourcing and ingredients.
Speaker:When you work with companies coming to Europe, you help them optimize their
Speaker:formulations for this market.
Speaker:And the end result is better consumer safety. But I agree that it's behind in
Speaker:food innovation. A good example is Turkey Tail.
Speaker:Uh functional mushroom that is not allowed
Speaker:in europe to be sold but it
Speaker:grows everywhere the laws are a bit insane that
Speaker:you have this law that if there is no commercial
Speaker:proof that it has been sold commercially before 97 you can sell it in europe
Speaker:although it might have been growing everywhere you can't sell it and that is
Speaker:slowing down the innovation in the food sector absolutely And another example is NMN.
Speaker:It was a big seller on Live Healthy. Then it became forbidden.
Speaker:The end result is that consumers, because they want it, buy it on Amazon.
Speaker:You really have no clue what the quality is.
Speaker:And you have companies in Europe that think, okay, I just keep selling it until
Speaker:I'm caught by the regulatory authorities.
Speaker:They just take their chance and that's not what you want as a government yeah
Speaker:I mean you still have NAD supplements NADH is allowed in Europe but it's less stable.
Speaker:Compound in room temperature compared to NMN working still on the same pathways
Speaker:NAR is a good alternative NAR is the one that is permitted to be sold here and
Speaker:some people some experts even believe that it is better converted into an entity than NMN.
Speaker:But still, NMN is considered safe. There's a lot of research.
Speaker:There's no reason why you should not,
Speaker:yeah there's this law about nanomaterials if you have a product like gluthione,
Speaker:or an extract from a plant for example
Speaker:ashwagandha if you have an optimized
Speaker:version of that improved in its
Speaker:bioavailability and if the
Speaker:molecular size is below certain thing
Speaker:then it's considered a nano food yeah it's a
Speaker:novel food although it's from a plant that has been commercially
Speaker:available it's used in the market because it's
Speaker:a more optimized better extract they see
Speaker:that it's not a different compound also the other thing is that if it actually
Speaker:is strong enough that the dosage is high enough the amounts are high enough
Speaker:that will be considered more like pharmaceutical grade when you have stuff that
Speaker:works it needs to be sold through pharmacies it requires approvals.
Speaker:It's quite insane it's the same with foods in finland you can sell chaga separately
Speaker:you can sell coffee separately if you put them in one product you can sell it
Speaker:it's absolutely ridiculous it is ridiculous and you mentioned ashwagandha they
Speaker:are even considered to forbid ashwagandha Yeah,
Speaker:and it has been one of the biggest supplements sold globally.
Speaker:It has a lot of safety behind it.
Speaker:If one or two manufacturers have been selling counterfeit products or poor quality
Speaker:and someone gets side effects, then they ban the whole category.
Speaker:That is the drama behind ashwagandha. Same with green tea extracts.
Speaker:Green tea extracts are very safe
Speaker:but there has been extracts i
Speaker:don't know maybe they come from china or something and someone has got
Speaker:some liver problems it's very hard to isolate what
Speaker:the issue is if like 0.1 population
Speaker:gets like some side effects then it is no longer allowed the most ridiculous
Speaker:one is healthy and you can sell a supplement but in finland they had to pull
Speaker:out of the market energy drinks that had natural source of caffeine and L-theanine
Speaker:because L-theanine was not allowed in beverages.
Speaker:We have been consuming green tea for thousands of years. L-theanine is in it.
Speaker:An extract from green tea when added into a drink.
Speaker:To reconstruct the same effect like with tea is suddenly not allowed so this is definitely,
Speaker:europe shooting itself in its own leg and it
Speaker:allows the innovation to happen elsewhere and they just slowly catch up i think
Speaker:it would be fine if it was faster and easier to get these things approved but
Speaker:these have like years of queues to get approved it costs a lot of money and
Speaker:most of those supplement companies don't have the budgets that the pharmaceutical companies have.
Speaker:That's really horrible. And I hope it will change.
Speaker:I hope that at a specific moment, they will see that consumers will buy it anyway,
Speaker:because the information is there.
Speaker:They don't protect the European consumer by prohibiting them from buying it
Speaker:because they will find their sources.
Speaker:And then you are not sure whether they find the good sources and high quality
Speaker:sources i've also noticed with blue light blocking glasses if it has uv protection,
Speaker:it actually requires some kind of certificates and approval
Speaker:because it becomes more like a medical device it needs
Speaker:to be tested that it's actually protecting from uv light and
Speaker:all of that seeing blue light blocking glasses that use indoors and
Speaker:not outdoors as a medical device almost is
Speaker:kind of ridiculous to me if we take red light panels for
Speaker:example there was a dispute i think in Germany
Speaker:that if it's a medical device but if
Speaker:something is used not under supervision of
Speaker:a doctor is not prescribed so it's not used in healthcare under supervision
Speaker:it's used by the consumer on their own it's marketed not for brain function
Speaker:gut function pointing to an organ but general wellness and energy and well-being then it's allowed.
Speaker:So the wording needs to be very specific, but the end result is that you can't
Speaker:really talk about functional mushrooms.
Speaker:You can't say medicinal mushroom because it's medicine.
Speaker:You can't say it's Chinese medicine because that's not allowed.
Speaker:We have all those interesting products on Live Healthy and those American innovative
Speaker:supplements that are allowed to be sold, but you can't say anything about them. You can say source.
Speaker:You can talk about the quality and the ingredient. You can talk about cultural,
Speaker:historical use, but if there's any reference to treatments or interventions
Speaker:or what organ it's affecting, it's suddenly not allowed.
Speaker:I think the regulators have gone a little bit insane about this,
Speaker:not understanding that consumers are not stupid. They will find this information.
Speaker:And luckily, our customers are well-educated, but if you want to find new customers,
Speaker:you can't say absolutely anything about these things, and that's challenging.
Speaker:But if people want high quality supplements they
Speaker:want high quality extracts they want
Speaker:products they can trust live healthy is a
Speaker:great source it's one of my favorite online stores in europe if
Speaker:you are looking for higher quality products
Speaker:for your biking lifestyle compared to many brands
Speaker:on the market if you take something like bulletproof products
Speaker:bulletproof was sold already years ago the quality has gone down NoordCode products
Speaker:with the collagen products with the coffee with the MCT oil all of that you
Speaker:can be sure about the source the electrolytes there's bigger brands on the market
Speaker:but this one is high quality.
Speaker:Formulation without any like it's just like.
Speaker:Like pure real working efficacy in
Speaker:terms of ingredients without the bullshit that's the place you
Speaker:want to support if you are into this lifestyle buying in bulk is a good idea
Speaker:if you're going to use these things in your life instead of going to supermarket
Speaker:going to the protein bar section buying some crap so that's that's kind of what
Speaker:i would recommend lint which is one of the big chocolate brands.
Speaker:Many people buy dark chocolate.
Speaker:I recommend buying from Nordkode the 90% dark chocolate.
Speaker:It turns out that mass market companies have lower standards for quality of
Speaker:ingredients, so you have more heavy metals in those products.
Speaker:And from a consumer safety perspective, supporting smaller companies is often
Speaker:a much safer alternative.
Speaker:That's kind of the conclusion of all of that so if
Speaker:people want to learn more about your products and what
Speaker:you're doing so if they buy from LiveHelfi so
Speaker:l-i-v-e h-e-l-f-i dot com you can buy these products you get this free course
Speaker:also so the free course is at noordcode.com okay noordcode.com is there anything else you want to add.
Speaker:No, thanks. Yeah, I think it's good to have this conversation because a lot
Speaker:of the voices that dominate in this industry are American companies who are
Speaker:pushing these things. They use dubious claims.
Speaker:They say this claim is not approved by FDA.
Speaker:This is also probably going to change at some point that American companies
Speaker:also need to adhere more to consumer safety.
Speaker:But if you are into this lifestyle, probably
Speaker:consuming these products is safer than many of
Speaker:the stuff you can buy from supermarket it's good that in
Speaker:europe you can trust the source especially if you
Speaker:buy from reputable providers and suppliers looking for the cheapest solution
Speaker:is not always a good idea that stuff is often manufactured in china in conditions
Speaker:who knows what and and or repackaged in another country and claimed to be from Europe,
Speaker:for example, or UK or US.
Speaker:But the stuff is actually coming from China or India or wherever they get their
Speaker:ingredients from and might be in this proprietary blend.
Speaker:And in fitness industry, there has been all these like bodybuilding supplements
Speaker:and sometimes they even have unlisted ingredients that increase the perceived
Speaker:effectiveness of the product.
Speaker:Fitness supplements they found ephedra and like all these things that are banned
Speaker:ingredients that even show in doping tests.
Speaker:If you want clean source good products,
Speaker:look at the ingredient label, look at certification of ingredients look at additives
Speaker:make sure that there is no proprietary blends and you're already on the way
Speaker:for better choices on what you're putting into your body. Thank you very much.
Speaker:Thank you, Eduard. And yeah, go to noordcode.com and upgrade your game. All right. Thank you.
Speaker:Music.
