Creatine is up there among the most deeply researched supplements in sports nutrition. Yet, for many people, it also feels the least accessible.
Between a muscle-heavy image and sandy powders that give a new meaning to gritting your teeth, creatine still feels somewhat exclusive to those who occupy the weights room.
Make no mistake: it absolutely belongs there. Studies have shown time and time again how beneficial the compound can be for increasing power output, muscle strength and size with consistent use.
But with far more depth than most realise, creatine also belongs in plenty of other settings too.
Looking to kill two birds with one stone — or rather two benefits with one bar — lifelong friends Milo O’Donohoe and Tom Glynn recently launched Creatime.
Through their debut creatine and protein snack hybrid, the duo are on a mission to repackage creatine, both in how it’s consumed and how it’s perceived.
As part of our Founders Series, we sat down with the two young innovators to get the full scoop on how they developed Creatime, why it was needed, and their plans to give creatine a long-overdue rebrand.
The Birth of Creatime
Milo and Tom’s route to becoming joint founders is a feel-good story in its own right.
The pair were friends long before either had shaken up their first scoop of creatine, or likely even knew it existed.
As they progressed into adulthood, both became big believers in creatine’s benefits and had it as a staple of their daily stacks, yet found consistency hard to come by.
Keen to streamline the process and make creatine something they wanted to reach for — rather than felt obliged to — Milo and Tom decided to put their budding careers in finance on ice and join forces to work on a solution.
That, as Milo explains, represented a fitting full-circle moment.
“Tom and I have actually known each other since we were eight years old, so building a company together feels pretty full circle,” he said.
“We both started our careers in finance, but we always had the ambition to create something of our own.
“Creatime came from something more personal. We’d both been taking creatine for over a decade and had always been huge advocates for its benefits. The problem we found, however, wasn’t whether it worked but with staying consistent.
“So we set out to change that, not by reinventing the science, but by producing a creatine format that wasn’t just convenient but actually craveable.”
While Creatime’s bar is certainly unique, many brands have attempted to create more palatable versions of creatine supplementation, with the bulk of them opting for gummies or chews.
However, as several have discovered the hard way, creatine, by its very nature, is volatile. And Milo and Tom had to leap that same hurdle to turn Creatime from a clever concept into a tangible bar.
“From day one, the question was: can this actually be done?” Milo added.
“Creatine is highly unstable; it degrades in high heat and high-moisture environments, so not every format would work.
“We explored different options and kept coming back to a bar, but only if it could be produced in a way that protected the creatine’s stability.
“We spoke to several manufacturers, stress-tested the concept and eventually found a partner who knew how to make it work properly. That’s when Creatime moved from idea to reality.”
After countless hours of research and days spent tracking down a supplier who could execute their vision, it was time to find out whether Creatime really had legs.
And, as Milo recalled, two key checkpoints provided all the validation they needed.
“There were actually two moments that really stand out,” he said.
“The first was getting our initial samples. When we tried them, we realised we had something special.
“The second was receiving our first independent lab results from Eurofins in the US. They showed minimal creatine degradation, confirming the format genuinely worked.
“That was the moment it shifted from being an exciting idea to a credible, effective product.”
Many tweaks later, Creatime hit the market at the beginning of 2026 as a dual-action bar, packing 3g of creatine and 15g of protein for less than 145 calories per serving.
Salted Caramel, Cookie Crunch, Triple Choc and Creamy Raspberry led the launch menu, offering an easier, tastier and more accessible way for gym-goers and beyond to supplement anywhere, at any time.
Much like the bar itself, the name is a clever fusion that leans into the brand’s concept of simplicity without sacrifice.
“The name actually came from a conversation with friends,” Tom continued.
“We kept saying how the whole point of the bar was that you could have creatine anytime. At one point, someone just blurted out, ‘Creatime’.
“Creatine, anytime. We knew we had it.”
Changing the Face of Creatine
Creatine and protein in the same bar is undoubtedly something that will appeal to those who lift heavy and move often. In many ways, it is the ultimate powerhouse pairing.
However, while Milo and Tom aren’t by any means closing themselves off to the fitness market, they are keen to champion creatine’s utility beyond the gym walls.
Asked whether the narrative of creatine being a gym-only supplement was one they were eager to shift, Tom said: “Yes, very much so.
“Creatine has long been labelled a ‘gym’ or ‘bodybuilder’ supplement, but its benefits go far beyond muscle, supporting energy production, recovery, bone health and even cognitive performance.
“It’s also historically been marketed heavily toward men, when in reality, women often have more to gain, as they naturally store 70-80% less creatine. Shifting that narrative is a big part of why we built Creatime.”
That message has certainly landed with consumers. Creatime has enjoyed a very warm welcome indeed, with many people agreeing the fusion of creatine and protein in a great-tasting bar is a winning combination.
Despite holding high hopes for their creation, Milo and Tom admitted the reception stretched beyond anything they could have ever imagined.
“We were definitely hopeful,” said Milo.
“After more than a year developing the product and nearly 30 different iterations on taste across the four flavours, we believed we’d created something people would genuinely love, but the response has surpassed even our best expectations.
“The level of buzz and support has been incredible, and we’re hugely appreciative of everyone who’s backed us so early on.”
The market for hybrid supplements and snacks is quickly swelling. As consumer focus shifts further towards holistic health, people are looking for ways to check every wellness box in the fewest possible steps.
Milo and Tom believe they have managed to get in early with a unique concept that will appeal to the masses.
And, while they don’t currently see any other brand as natural competition, they’d actively encourage the challenge if it pushes more people towards creatine.
“We haven’t seen anyone approaching creatine-based bars in quite the same way,” Tom added.
“That said, we genuinely welcome more competition in the space. If more people start supplementing with creatine and experiencing the benefits, whether that’s through our bars or another format, we still consider that a win.”
Planning for the Future
Creatime’s bars are currently available in multipacks of 12 from the brand’s website, with prices starting at £2.48 per bar.
They’ll soon be launching on TikTok Shop, offering an alternative platform for consumers to stock up.
Away from the digital realm, Milo and Tom also have their sights set on finding physical shelf space for Creatime.
“Retail is definitely a big focus for us over the next few years,” said Milo.
“We’ve already had strong inbound interest, but we’re being selective about the partners we choose at this stage. Alignment really matters to us. We have some exciting listings coming up, which we’ll be sharing with you soon.”
And the positive news doesn’t stop there. Asked for a Gymfluencers exclusive, Milo revealed Creatime’s line-up is soon set to expand.
“We do have four new flavours in development, which we’re very excited about, with two in particular that we think are very special,” he teased.
“We won’t say too much yet, but we’ll give you this: they start with S and B.”
As plans accelerate for 2026 and talk of retail listings and new flavours fills the air, Milo and Tom insisted they aren’t losing sight of the most important metric: customer experience.
“It’s something we care deeply about,” Tom continued. “Maintaining our 4.9 rating on Trustpilot is a real focus. If we can grow while keeping that level of trust, we’d consider the year a success.”
Now the introductions are out of the way, it’s time for some quick-fire questions with the two men changing creatine, one bite at a time.
Quick-Fire Questions With Milo O’Donohoe and Tom Glynn
What’s your biggest gripe with the industry today?
Our biggest gripe with the supplement industry as a whole is the amount of mislabelling and inaccurate dosing that goes on.
From day one with Creatime, we’ve always said that transparency had to be non-negotiable.
We’ve sent out bars to independent labs like Eurofins and LightLabs in the US to verify creatine content and stability, and will continue to do so to try to set a higher standard in the industry.
Describe your perfect customer in five words.
Proactive. Driven. Consistent. Ambitious. Health-conscious.
What’s been your highlight of the journey so far?
It has to be our first sale. Hearing that first “ding” come through made every late night and setback feel worth it.
Flip that on its head. What’s been the toughest lesson learnt?
The toughest lesson has probably been realising that building a business doesn’t happen overnight. What we thought would take six months ended up taking closer to twelve.
There are always more iterations, more hurdles, more details to get right. That said, the extra time made the end product far stronger, and we’re incredibly proud of where we got to.
What’s your USP? In other words, what is it you do differently that sets you apart from the crowd?
That each bar contains 3 grams of premium creatine monohydrate, but beyond that, we genuinely believe it tastes unlike anything else on the market, with a much softer texture than the typical chewy protein bar.
Wave a magic wand. Where would the brand be in three years?
In three years, we’d love Creatime to be the brand people immediately think of when they think of creatine.
The floor is yours. Tell us anything you think our audience should know.
If there’s one thing we’d want people to know, it’s that creatine isn’t just for athletes or ‘gym-bros’, it’s for anyone who wants to feel stronger, sharper and more resilient, particularly as they age.
READ MORE: A Closer Look at Creatime’s Protein and Creatine Bar
