Catherine MacIntosh/THE VARSITY

Professional athletes and weightlifters have been using supplements to increase muscle mass and help with recovery for a long time. ‘Iron Guru’ Vince Gironda was known to drink a concoction of raw eggs, protein powder, and heavy cream after working out, and athletes like Oklahoma City point guard Russell Westbrook and professional race car driver Danica Patrick are both spokespeople for the supplement brand Six Star Pro Nutrition.

Although you’d be hard pressed to find a student who drinks raw eggs, U of T does have a multitude of students who use supplements like protein powder or creatine as well as other pre-workout and post-workout blends. Bolstered by the popularity of protein shakers, the supplement industry is booming and students are some of its top customers.   

Realizing that the student demographic is increasingly in-demand of workout supplements, Jacked Scholar an e-commerce supplements provider has created a place for students to shop for, and buy their favourite supplement brands. 

Travis McEwan, founder of Jacked Scholar admits that, “the market in this demographic has never been bigger.” Jacked Scholar has even gone so far as to employ more than a hundred “campus ambassadors” for the company. 

According to the global consulting firm McKinsey, knowledge-based consumers are driving the recent attention to supplements. In their study of supplements, the company notes that 96 per cent of adults who use the Internet have used online resources to help them make decisions about their health and fitness choices. 

Companies like Jacked Scholar target the university demographic, hoping to entice students with cheaper prices on name-brand goods, and out-compete both local supplement stores and chains like GNC. It makes sense because e-commerce can provide a better price on a given line of products for students. 

Annette Latoszewska, a U of T student and former Jacked Scholar U of T representative, uses various supplements when she has the time to commit to a workout routine. “I like to complement [my routine] with supplements. Cellucor C4 pre-workout, not picky about my protein so it’s whatever is decent and cheap for post-workout and then I’ll use Cellucor SuperHD twice a day for fat burning,” she said.

Latoszewska also explained her duties while affiliated with the company; she was tasked to “promote the brand to generate sales. When your discount code is associated with the sale online, you get the credit [commission].”

Despite the fact the Latoszewska did not purchase supplements from the company, citing “cheaper options” she does admit that there is earning potential for those willing to put in the requisite time and effort. 

Nevertheless, McEwan is confident that the market at universities only has more room to grow. “We’re getting to the point where we can be pickier about the type of students that we accept into the campus rep program,” he explained. 

Another advantage of having supplements on campus is that it provides for an innovative testing lab. According to the McKinsey study, “new products will be offered as fads [and] go in and out of vogue.” Because U of T is like a Mecca for diverse groups of people, campus-specific supplement companies have the perfect ecosystem to observe what supplements work and what supplements don’t. 

Whether or not students will be interested in the long-run is an entirely different matter. Danny Lee, an economics student at U of T is aware of the campus presence and is firm when he advises students to “follow a workout schedule and eat right. Protein powder is like icing on top of the well-disciplined cake.” 

Supplements represent more of an idea to students than a reality — the idea of what’s possible. The truth is in the name. These producst are intended to supplement your normal, healthy diet, not replace it. So at the end of the day make sure that what’s at the end of your fork is more important than what’s at the bottom of your supplement bottle.

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