About

Why Archetype Nutrition?

The ketogenic metabolism is just different – that’s why we do it! Nutritional supplements must go through natural metabolic processes just like any food, so they are also metabolized differently. The ketogenic metabolism also has different needs, benefits, and, yes, even a few pitfalls. The major supplement companies don’t understand and don’t address ketogenic differences – and not to mention usually cut every corner to maximize profits without delivering quality.

Archetype Nutrition is born from the minds leading the effort to bridge the gaps between low-carb lifestyle, sport, and precise nutritional supplementation. Archetype’s founder was the first to begin researching a ketogenic diet and its relationship to fitness. The results are shared with you here and now, with the lifestyle support, performance-enhancing nutrition, and unparalleled information provided by Archetype.

Archetype addresses the unique, subtle, and most impactful differences and advantages present with low-carb dieting in every formulation. We’ve always asked ourselves, “what is optimal?” and, “how can we make that better?” That is the goal of Archetype – to produce the best, most optimal metabolic advantages for improving body composition, performance, and health. It starts with the low-carb approach. It is accomplished with Archetype Nutrition.

Founder

Keto Diet Expert

Jordan Joy – CEO, PhD, CSCS*D, CISSN – Award-Winning Scientist, Record-Holding Powerlifter, Keto Freak, and Thoroughly Committed to Bringing you the Best Supplements on the Planet


Even as a child, I questioned the conventional nutritional “wisdom.” Not knowing I was doing the right thing at the time, I would eat butter plain, I’d eat mayonnaise plain, and I’d ALWAYS steal my mom’s little creamer cups when she ordered coffee at the local diner and knocking them back like a shot of whiskey. Come to think of it, I still do all those things!

I didn’t just challenge standards by outright defiance. I can remember being a youngster of single digit age, looking at the back of the cereal box at the food guide pyramid, wondering, “why the h3ll would I eat 11 servings of bread but only 2 servings of meat and dairy?! I need that protein!”

Not too long thereafter, during the teenage years, nutrition certainly moved to the top of my priorities, as I became more interested in athletics and fitness. I can still remember when I realized that my life would never be the same when it came to food. I had begun reading more and more about dieting and training, and I was implementing changes in my day-to-day life. Before turning 16 and getting to drive, one of my few opportunities to escape the house was to join my mom grocery shopping – and of course with my newfound nutritional focus, I needed to go, but that wasn’t the tell-tale sign. The sign came when I was picking up every single food item and reading every detail on the nutrition facts panel, putting it back, picking up another, and repeating until I found perfect macros. We spent a few extra hours at the store that day.

I ended up majoring in exercise science for my BS degree, during most of which I was moderate- to high-carb and high-protein. I thought I knew quite a bit about dieting, and I would try and help others with the same general outline of a diet that I used. It didn’t work. I tried recommending carb-backloading. That didn’t work either. Numerous trials and errors. Until Low-Carb.

It’s anything but a direct route, however. I first heard of keto during the 2012 National Strength and Condition Association national conference. Dr. Volek was giving a talk about ketogenic endurance athletes. I sat there, on my high horse with my near-BS degree, and said “BULLSH!T,” then didn’t give it much thought thereafter.

I did a two-week internship between my BS and my MS, and my mentor, who was far ahead of the curve, during that time was ketogenic. I stayed with him and his wife, and gradually (and unwittingly) adopted the low-carb lifestyle. I pretty much did nothing but bust my @ss at the internship and train for a couple hours a day the entire time, so I had not really noticed the dietary change – I was just happy to be fed quality protein as a poor student.

I came back to my undergraduate lab, and everybody exclaimed at how lean I had become – somehow, I came back ripped! The only explanation was the new diet. Everybody in the lab tried it – they got ripped too. We were on to something.

Did I mention my undergrad lab was at University of Tampa? Well, just next door was Dr. D’Agostino at USF. I wrote up a grant proposal, he helped us get it funded with his connections in the early keto industry, and the results are published here. It wasn’t but 6 months after hearing Dr. Volek’s lecture that we were teaming up with him to pioneer ketogenic diets in sport.

About halfway through the study, I received an offer to work in the supplement industry. I’ve worked in the industry ever since – even through my Masters degree (Applied Nutrition) and PhD (Nutrition). Meanwhile, I’ve studied the ketogenic diet in MMA Athletes and did my dissertation research on keto diets for fitness, and the relationship of carbohydrates, ketogenic diets, and fitness – this data to be released soon! And during all that managed to obtain a PR squat of 615lbs, bench press 405lbs, and deadlift 605lbs (all raw) competing at 198lbs.

With Archetype, I want to pass on everything I’ve learned, and everything I will continue to learn. I will never stop asking, “what is optimal?” But you can always find the answer in our products and our content.