Our Story: Why We Built North Americas First Soccer-Specific Supplement Company

P90 Labs™ is a premium nutrition brand founded in Canada in 2025 by Robert Mackay. It is the continent's first-ever soccer-specific supplement company, designed from the ground up to build the next generation of soccer in North America — the brand that is becoming synonymous with the sport's growth across Canada and the United States.

Our mission is straightforward: to bring the highest-quality, science-backed formulas to every soccer player, from top professionals at the national level to the Sunday-league veteran and the up-and-coming youth prospect. Today our team has grown to 35 members across Research & Development, Manufacturing, Branding, and Marketing, all united by a single insight that the nutrition market had quietly ignored.

There is one sport whose demands are so unique that no current product was sufficient to fuel an athlete's top performance. That sport is soccer — and this is the story of how we set out to change it.

P90 Labs™ began as an idea: a tool for total cognitive and physical optimization through clinically backed formulation. When we audited the products soccer players were actually using, the gap became obvious. Traditional energy gels addressed only half the equation — energy alone — and even that half was flawed.

Most legacy gels overloaded on single-source carbohydrates, triggering the stomach discomfort and GI distress that derail so many match days. They gave no consideration to the muscular endurance required to prevent late-game cramps, which the electrolyte playbook shows are neuromuscular failures, not just dehydration. And they almost universally leaned on a lackluster caffeine source that produced jitters, nerves, or worse — a false sense of mental clarity while doing nothing for the brain's real fuel needs, all while wrecking the sleep that drives next-day recovery.

We refused to accept these inadequacies for our sport. Our mission became to find the perfect balance of ingredients for optimal physical and mental performance across the full 90 minutes.

With the constantly changing, unique requirements of soccer players, our goal became to change the story of what sports nutrition looks like. Carbohydrates are not enough. We need faster energy, longer stamina, and heightened decision-making.

Every formula we build attacks all three simultaneously:

And we deliberately made the entire system caffeine-free, so every athlete can control their own stimulant strategy without a gel deciding it for them.

The company was not born in a lab — it was born on the pitch. After four years of university soccer in Canada, Robert Mackay had grown up inside a professional-grade development environment: physios at every session, ice baths, Normatec boots, film analysis. Then he went to play overseas in Australia, earning professional pay with far less infrastructure — but finding something that did not exist anywhere in North American soccer.

Supplement companies built exclusively for soccer players. Pre-game gels. Post-game recovery. Sleep formulas. All designed for the 90-minute sport, and mirrored across Europe and the UK, where Premier League players had used soccer-specific fuel for years. The gap was impossible to unsee: millions of North American players, zero soccer-specific nutrition companies. The full account of that journey is told in our article on the P90 Labs founder story, and it explains why European fuel rooms have operated this way for a decade — a history we explore in what Premier League teams know about fuelling.

Four hundred and eleven days after starting, with a $109.5k pre-seed round and a six-figure investment in formulation and manufacturing, P90 Labs launched its first product — made in the UK by Supplement Factory Limited under BRC Issue 9, Halal-certified, NSF GMP standards — and received product requests from 78 teams across USL Championship, NWSL, USL League One, and NCAA D1, D2, and D3 in its first year.

P90 Labs™ is a ritual: dedicated to the art of performance, inspired to develop the next generation of soccer in North America. When you choose P90 Labs™, you are committing to developing the sport in Canada and the United States — because every match won in the final fifteen minutes by a better-fuelled player is one more step toward the continent's game reaching its full potential.

For the science behind every ingredient we chose, explore our articles on the 1.25:1 carbohydrate ratio, Cognizin® citicoline, magnesium, and the halftime window protocol — or follow the complete match-day fuelling playbook our formulas were built to power.

P90 is the brand built around the 90-minute demand of soccer — the full match, including the final fifteen minutes where outcomes are decided.

Yes. Soccer-specific nutrition companies have existed in Europe and Australia for years, but P90 Labs is the first company in North America formulated exclusively for soccer players, launched in 2025.

The formulas are built to the same standards for everyone: dual-source carbohydrates, magnesium, Cognizin® citicoline, and B-vitamins in a caffeine-free base, manufactured under UK BRC Issue 9, Halal-certified, and NSF GMP standards.