When a supplement brand includes a biomedical scientist, a psychologist, two nurses, a former professional rugby player, and the founder of a $400 million apparel business among its co-founders, it's fair to question how this group ended up making creatine sachets.

The answer, it turns out, is that SOME was never really about creatine. It was about a gap  that all of them had noticed from different angles, and none of them could find a product that filled it.

The Founders

Jeremy Lay, owner of Echt Apparel and Airmed Scrubs, helped scale the businesses to over $400 million in revenue, both ventures built on the same instinct - reshaping the category when prioritising about its audience. His experience building consumer brands gave SOME its commercial and operational foundation, but his motivation was more personal. ‘Two kids, multiple businesses, trying to stay fit, trying to be present at home’, he says. ‘A full night's sleep is a luxury, not a given’. He recognised that the person he had become, high-performing, stretched thin, playing a long game across work and family, didn't have a supplement brand to support him.

His wife and co-founder Debbie Lay (née Nguyen), an oncology nurse and founder of Airmed Scrubs, brings clinical precision to the brand's product and marketing thinking. Her background sits at an unusual intersection, healthcare, creativity, and consumer insights. It shows how SOME talks about what it does, avoiding the framework that dominates supplement marketing. ‘We want the brand to be positive, fashionable and fun’, she says, ‘not something that freaks people out about a problem and then sells them the solution’.

Charlie Wood holds a Bachelor of Science with Honours in Biomedical Science, co-founded Vitadrop, and previously worked as a microbiology researcher at St Vincent's Institute. As SOME's Scientific Director, he ensured the formulation was built on evidence rather than convenience, a distinction that mattered. Nothing went into the product without scientific justification.

His partner Victoria Wood (née Thornton) is an educational and developmental psychologist, holding a Masters in Psychology alongside her science degree. She brought a different kind of precision to the brand, an understanding of human behaviour, habit formation, and what it actually takes for a daily supplement to become part of someone's life. ‘There's nothing that speaks to the woman who is, by all measures, high-functioning but sometimes running closer to empty than she should be,’ she says. That's the gap we built SOME to fill.

Rounding out the founding team is Daniel Concannon, co-founder of Vitadrop, former professional rugby player, and award-winning creative. His background bridges performance culture and brand storytelling, and it gave SOME its visual and emotional register - considered, lifestyle-led, and deliberately unlike anything else in the supplement aisle.

Built From the Inside Out

What differentiates this founding group isn't just the breadth of their backgrounds, it's how deliberately those backgrounds were put to use. The scientists kept the formulation honest. The psychologist shaped thinking around ritual and consistency. The nurses and healthcare professionals acted as a filter the product had to pass before the founders were satisfied. The brand builders made sure none of that attention to detail got lost on the way to market.

‘Building with a wider founding team means things move more slowly than going solo,’ Jeremy acknowledges, ‘but the ideas that come out of that process are genuinely more robust. You're forced to pressure-test everything.’

That pressure-testing is visible in the product itself. The liquid sachet format, new to the Australian market, was chosen not for novelty but because consistency is everything with creatine. ‘The benefits compound over months, not days,’ Jeremy explains. ‘A liquid sachet removes every reason not to take it.’

Performance, Redefined

The founding team's shared reference point isn't the gym. It's the quieter, more demanding version of performance that shows up in the middle of a busy life, the cognitive load of a clinical shift followed by an afternoon of parenting, the mental clarity required to run multiple businesses while staying present at home, the particular kind of fatigue that accumulates not from single hard days but from sustained pressure over time.

Victoria describes it simply, ‘Performance is being able to show up fully, across everything that matters to you.’ Daniel frames it similarly, ‘It's whether you have the cognitive and physical reserve to show up the same way today as you did yesterday.’

That definition of performance - broader, quieter, and more honest than the category usually allows,  is what SOME was built around. And it took a founding team with this specific combination of backgrounds to see it clearly enough to build something for it.