I’ve been running Intelligent Labs for roughly 14 years now, which is long enough that I genuinely can’t remember what my life looked like before it.
It’s a supplement company. Not the kind with a single product, a great Instagram presence and a prayer. The boring kind. Practitioner-grade formulations, real manufacturing, proper supply chains, actual customers who reorder because the stuff works, not because we ran a good Facebook ad. We sell direct to consumers, but the bigger part of the business - the bit I’m most proud of honestly - is the practitioner and wholesale side.
Clinics, pharmacies, gyms, wellness professionals, retailers, distributors. People who need the product to be consistent, the ordering to be easy, and the company behind it not to disappear next quarter.
That last bit matters more than most people think!
The Numbers
Look, I’m going to write these down once and try not to make it sound like a pitch deck:
- Over 1,000,000 customers served
- Over $30,000,000 in lifetime revenue
- Building toward an 8-figure revenue year
- Roughly 14 years at this
That still feels a bit mad to write down!
I went from about £14k in debt to multimillionaire over roughly 10 years and Intelligent Labs was the main engine. Not because I’m a genius. Because I showed up, built the systems, fixed the boring stuff, hired carefully, fired when I had to, and kept doing it for over a decade.
Turns out that compounds.
How It Actually Works
I don’t think people outside the business really understand what running a supplement company at scale involves, so here’s the unsexy version.
It’s not picking products off a shelf and mailing them in a jiffy bag. We manufacture. We formulate. We deal with raw ingredient supply chains, quality testing, batch tracking, expiry management, regulatory compliance in multiple jurisdictions. All the operational bits that nobody puts in a founder story because they don’t photograph well.
The systems side is where I live. Ordering, fulfilment, stock management, subscription logistics, reporting, pricing rules, customer service workflows, payment processing, fraud detection. I built most of the internal tooling myself because off-the-shelf software is never quite right and I’d rather spend a week building the thing that actually works than two years swearing at someone else’s.
We run our own infrastructure. Servers, databases, monitoring, backups, the stuff I cut my teeth on as a sysadmin back in 2002. Total systems overkill, probably. But when you’re processing thousands of orders and your business depends on the machinery staying up, you really don’t want to be debugging someone else’s cloud platform at 3am.
The team is small by design. I’d rather have five people who know the whole operation than fifty people who know their little slice and nothing else. Everyone understands fulfilment, everyone understands the product, and when something breaks - and something always breaks - we fix it properly, not quickly.
Not quickly. That’s the important word there, actually.
Intelligent Labs Pro
Intelligent Labs Pro is the practitioner and wholesale side of the business. It’s not a separate company or a different product line - it’s the operational layer that makes the whole thing work for professionals, whilst the consumer site does its own thing.
Clinics, practitioners, pharmacies, gyms, wellness professionals, retailers, distributors. These people don’t want a shopping cart and a newsletter. They want proper trade pricing, easy re-ordering, batch tracking for their own compliance, education on the formulations, fulfilment that doesn’t require them to chase anyone, and an account system that doesn’t make them want to throw their laptop out the window.
I built Pro because the business needed it. Practitioners were ordering through the consumer site, asking for invoices manually, emailing to change quantities, and generally having a worse experience than they deserved. So I built the layer that handles all of that. Practitioner accounts, trade pricing tiers, repeat ordering, invoice generation, all the boring infrastructure that turns a supplement company in to something a clinic can actually rely on.
It’s not a shiny SaaS thing I invented for a pitch deck! It’s an operational system that grew out of necessity, and honestly the practitioners who use it seem pretty happy, which is always nice! We’ve got clinics and pharmacies across multiple countries ordering through Pro now and the reorder rate tells me we’re doing something right.
That’ll do.
What This Proves
This page exists because the About page can only fit so much, and Intelligent Labs is the biggest thing I’ve built. 14 years. Over a million customers. Thirty million in revenue and climbing. A practitioner platform that actually works. Systems I built myself, a team that knows what they’re doing, and a business that’s still here after all the things that kill most companies in the first five years.
I’m not claiming to have cracked the code on anything, I’m claiming I can build and run a real business for a long time, and the numbers back that up.
If you’re reading this because you’re considering working with us as a practitioner or wholesale partner, or just doing your homework before a conversation.. that’s honestly the best proof I can offer.