The Team Behind SOME

There's a version of being fine that isn't really fine.

You're functioning. Getting through it. Work, kids, the gym you keep meaning to get back to, the sleep you keep not getting. By every external measure, you're doing well. You're just running closer to empty than you'd admit.

That's the thing SOME was built around. Not the gym, not personal bests — the quieter, more relentless kind of performance modern life actually asks for. And it took an unusually mixed group of people to see it.

Six co-founders: a biomedical scientist, a psychologist, two nurses, a former professional rugby player, and someone who's built consumer brands for a living. Between them they'd noticed the same gap from five different vantage points.

Jeremy Lay (Echt Apparel, Airmed Scrubs) brought the commercial instinct, but his reason was personal. "Two kids, multiple businesses, trying to stay fit, trying to be present at home. A full night's sleep is a luxury, not a given."

Debbie Lay, oncology nurse and founder of Airmed Scrubs, set the tone. "Positive, fashionable and fun — not something that freaks people out about a problem and then sells them the solution."

Charlie Wood, biomedical scientist and Vitadrop co-founder, kept the formulation honest. Nothing went in without a reason.

Victoria Wood, a developmental psychologist, thought about consistency — what makes a daily habit hold. She's the one who named it: "the woman who is, by all measures, high-functioning but sometimes running closer to empty than she should be."

Daniel Concannon — Vitadrop co-founder, former professional rugby player — gave it a look that doesn't belong in the supplement aisle.

Building with a team this size is slower, and they know it. "But you're forced to pressure-test everything," Jeremy says. It shows in the format: a liquid sachet, new to Australia, chosen because creatine only does anything if you keep taking it. "The benefits compound over months, not days."

Performance, the way they mean it, is just this. Having enough left to show up the same way today as you did yesterday across all of it.