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The AX Formulation Process

Team AX May 11, 2012 Supplement Articles

The R&D department at AX is always going through one or more of our product development phases at any given time, with an average of 3-6 new products or ingredients being studied at any time. Only a small handful of these ingredients and products ever make it to the market. This is a quick breakdown for how this works.

Identify

  • We see a need for something that is not working as well as it could be, or for a brand new novel idea. (For example, with Athletes Joint Repair, we have quite a few people in the company that experience chronic joint pain and have taken Gluclosamine + Chondroitin stay for years, but still have some pain.)
  • So we decide that we would like to see if we can create a better product

Research

  • Our formulators all have PhDs in either Pharmacology, or Nutrition Science, or something related to the field.
  • They begin researching both old and new plant extracts, dietary supplements, and other natural ingredients. These are sometimes really old that have been studied for specific reasons, or based on new research that is coming out.
  • Backed by the in depth knowledge of human physiology, bio-mechanisms in the body, and interactions between enzymes, cells, and potential ingredients, the formulators “formulate” a theory about how an ingredient could be used to enhance some physical attribute in the body, such as one of the properties of muscle growth, or factors that make losing weight so hard, or in the case of Athletes Joint Restore, a natural way to simultaneously reduce joint pain and inflammation while helping the body to rebuild and restore the connective joint tissue.
  • Part of this phase is mini-testing of the product, frequently by the formulators themselves, other AX employees, and some small inner circle of alpha testers that we have.

Beta Testing – This is the first step that you could participate in.

  • At this stage, we have a strong theory backed by science that an ingredient will work. We have tested at an alpha testing level that the product is safe to take, but we aren’t yet sure how well it will work.
  • Our Best Testers are volunteers from our community who agree to take the product for 2-6 weeks and provide feedback (usually on a weekly basis).
  • Depending on the product, this could be weekly surveys, saliva tests to test hormone levels (testosterone), or other tests that would be explained before you agree to participate.  Usually it is surveys to get your feedback on the product.
  • People never pay to be part of this testing phase, and are given free AX product when completed in entirety.

New Product Study

  • If we get good results from our Beta Testing, we will move to a formal pre-launch study.
  • These product are 95% sure going to market and have the results to back it up.
  • The purpose of this study is to measure how well the product does with the main points that it is trying to address as well as see how it stacks up in comparison to competitors products
  • People are invited to participate in the study by buying the product at cost, which can be up to 75% less than what the will likely cost in the marketplace once launched.
  • In exchange, you will be asked to report your your progress by answering a series of surveys and questionnaires, typically on a weekly basis.
  • At the end of the study, you will have an opportunity to buy a limited quantity at cost as well as receive other gifts from AX.

Launch

Fom here the product will be distributed through our distribution channels and be available for purchase at most retail locations.

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About The Author

Athletic Xtreme – The no B.S. supplement company. AX is a leader in innovating unique sports nutrition products for athletes. Established in 2005 AX has become an authority on training, nutrition, and supplementation for reaching your goals.

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