As we continue to see the emergence of new brands into the sports and active nutrition space we always like to critique what it is they do, why they do it, and are they any different from what is already out there? A question that is broadly subjective, but always results in good discussion. But how about nutrition that isn’t just oral, but topical (applied to the skin). And what about a brand that isn’t about aesthetics, endurance or active lifestyle but a systems approach to ‘human optimisation’. Jeff Beyers is the founder and CEO of Amp human, and talks us through how they are approaching the market with a different lens, both in product and in concept.