March 15, 2017

A GNARLY Manifesto

Finding the words to express the sentiments of a brand is not an easy task, and can often make or break what others think of the brand. Say something too preachy and we lose the appeal that comes from authenticity. Say something too ambiguous and we sound like a rootless company blown around by every trending storm. Say something too ethereal and we sound like a bunch of hippies rallying around Earth tree. Say something too motivational and we alienate our brand loyalists who want that local, familiar tone. Say something too specific (with hard-to-interpret jargon) and we neglect the curious onlooker searching for a brand that represents her interests.

In an effort to align the voice and purpose of Gnarly Nutrition with our Want More. Do More. Be More. motto, we’ve created a bit of marketing rhetoric that illustrates the story and emotion behind our brand.

Here’s our attempt at cutting through the excess and the fluff, and getting right to the gnarly core of what makes us who we are.

Our Story

We believe that a strong brand reflects the DNA of its caretakers. When Gnarly founders created the brand and its products, they were intentional about offering something unique. They were  also intentional about who the brand would serve. What they found in Eli Kerr was both a representative of the type of person the brand would serve, as well as a special uniqueness that made him the right steward for the brand.

What Eli saw (and continues to see) in Gnarly was potential. The potential for more. And since 2012, Eli has been finding more, both in himself and in the organization he is leading. This search for more has led him to explore how to create an environment where work and play become one, where experiences shape our perception of ourselves and our potential. This environment yielded the birth of our brand motto, “Want More. Do More. Be More.”

So the story goes, Eli headed for the hills (and championed a brand) to live more deliberately, to be more purposeful. And what he found was that he was not like the rest. He experienced something Gnarly in the process. The experience itself.

The Gnarly Manifesto

Gnarly is an experience. The experience of letting go. Letting go so you can hold on tighter. The experience of leaving town, so you can find your way home. The experience of giving up, so you find a way to give it everything. The experience of burning out, so you can rise from rubble. And so it is with those who seek us out. They will not find a brand, they will find an experience. A set of meanings that reflect their desires to become more than they were previous.

As you may have noticed, the athletes that represent our brand are intentionally Gnarly. Although that can mean something different for each of them, it also means that they are collectively a little different. They’re a little bit scrappy, a little bit raw, and a lot real. They don’t fit the mold of supermodel; they don’t do what others expect them to do. They’re eclectic. They take different paths, climb different rocks, bike down hidden trails, and keep going when others call it quits. They’re homegrown, and here to stay. They’re naturally curious and surprisingly committed. They’re “born on the court and raised by the game.”

The type of people that represent Gnarly are driven to be more than just labels, or to fit into a specific category. Gnarly is all about people who are passionate about experiencing the feelings of progress. Therefore, Gnarly Nutrition is not so much a product as it is an experience. An experience of finding yourself through wanting more, then committing to doing more. It’s an experience of becoming more purposeful and living out your passions, and most importantly, becoming free from fear. As each individual finds their Gnarly, or the experience of becoming more, they set themselves free from their own private, personal fears.

Our Rally Cry

The invitation we give to the world with our Want More, Do More, Be More motto is this: Find Your Gnarly. This articulated brand slogan expresses in three words what we believe and what we want others to experience. We continue to find our Gnarly as a company and as athletes. It’s a phenomenon that we want all to experience. We want everyone to find their Gnarly (because it’s within us all).

Gnarly Nutrition

Activation Energy is a chemical phenomenon. We define it as the totality of energy you have to put into something in order to accomplish your goal ,reach your peak, or obtain a specific outcome.


We don’t mess with GMOs because we don’t want GMOs messin’ with you. It’s easiest for both us to just leave them out of the picture.

Natural Sweeteners 

Our products taste better than they need to. And we are committed to using natural ingredients, including natural sweeteners, so the taste is healthy.

No Hormones or rSBT

Our Whey protein products are sourced from New Zealand grass-fed cows.


A low-calorie protein concentrate that keeps you going strong and naturally supports your weight-loss goals by encouraging fat oxidation and ramping up your metabolism, SLIM is a carefully balanced blend of Whey Protein with pro and pre-biotics, and 100% daily value of 14 different vitamins and minerals

Gnarly Chiseled Chocolate Slim || 100% Natural Ingredients with New Zealand Grass Fed Whey ||

New Zealand Wheatgrass 

Derived from antibiotic-free, non-rBGH, grass-fed New Zealand cow’s milk, Gnarly Whey delivers healthy fats, omega-3 acids and other nutritional essentials to support muscle synthesis and immune health — perfect for replenishing your body after training or a big day out.

Micronutrients Support Healthy Metabolism 

Good nutrition is particularly important when cutting calories. Gnarly Slim has 100% Daily Value of 14 vitamins and minerals, micronutrients that your body needs to stay healthy and active.

Design to Manage Weight

In addition to protein, Gnarly Slim adds a blend of nutritional extracts that support weight loss and fuel metabolism. These extracts include Green Tea Leaf Extract, Guarana Seed Powder, and Irvingia gabonensis Seed Extract.

Protein Digestion 

GNARLY’s digestive enzyme blend is used to improve protein absorption and promote digestive health. If your body typically struggles with digesting whey protein, Gnarly Slim may be your weight management solution.

Don’t Worry About Fine Print

NO Artificial Colors – Gnarly uses natural food colors extracted from plants, minerals, or other natural sources.

NO Artificial Flavors – Our flavors are not chemically synthesized, but naturally sourced.

NO Artificial Sweeteners – Our naturally occurring low calorie sweeteners, like stevia and monk fruit extract, provide amazing taste and enable you to regulate the carbohydrate intake that fits best with your lifestyle. 

NO Soy or Gluten – Different diets work for different people. Therefore, we offer high-quality products for vegans and omnivores, and leave out common allergens and gut irritants like soy and gluten. 

NO Synthetic Hormones – Our New Zealand, grass-fed cows are not treated with synthetic hormones like rBGH and rBST, which are given to conventionally raised (i.e. grain fed) dairy cows to increase milk production.

NO Antibiotics – Cows on conventional farms are given antibiotics to combat disease. Overuse of these antibiotics can lead to antibiotic resistant strains of bacteria. By sourcing our whey from grass-fed New Zealand cows, Gnarly is able to provide a clean, antibiotic-free product.

NO GMOs – There’s not enough evidence to determine the full impact of GMOs on humans and the environment, therefore Gnarly Nutrition chooses to source ingredients that are GMO-free.

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