We sat down with Jonny Kennedy, founder of vitamin and supplement brand Neubria, to find out all about his journey from the rugby pitch to the boardroom:
We fill our cupboards with vitamins, protein powders, and superfood supplements, all in the name of optimising our physical health.
From collagen for our skin to omega-3s for our joints, we meticulously fuel our bodies—but what about our minds? In the quest for peak physical wellness, we rarely stop to consider what we’re doing to nourish our mental well-being.
It’s like polishing the exterior of a car while letting the engine rust under the bonnet.
If we’re so committed to fortifying our bodies, shouldn’t we be just as invested in strengthening our minds? After all, the two are deeply connected.
Jonny Kennedy, the founder of Neubria, came to this realisation under sobering circumstances. His budding career as a professional rugby star was cut short at just 21 after a series of concussions.
Having spent years perfecting his physical output, Jonny was forced to see cognitive health in sharper focus than ever before.
With a cruel irony, the very injuries that sidelined him from the sport he loved also illuminated a crucial truth: while he had spent so much time strengthening his body, he had overlooked the organ that pieced everything together—his mind.
Yet rather than using it as an excuse, Jonny turned it into his purpose. His mission was clear: to connect the dots between mental and physical well-being and restore much-needed harmony. With that, Neubria was born.
As part of our Founders Series, we sat down with Jonny to talk about handling setbacks, finding balance as a business owner, and how he transitioned from the rugby pitch to the boardroom.
The Birth of Neubria
Everyone has their own Sliding Doors moment. For Gwyneth Paltrow, it was whether she caught a train. For Jonny, it happened to be the final concussion that curtailed what was shaping up to be a long and successful rugby career.
As the saying goes, when one door closes, another opens. Jonny quickly realised there was both a gap—and a demand—in the market for supplements that took a holistic approach to cognitive and physical health.
After teaming up with nutritional expert Mike Wakeman, they discovered the powerful synergy of plant extracts, vitamins, and minerals.
Just one thing was missing: a name to tie everything together…
“Neubria comes from ‘Neuron’ (Neu) and ‘Strength’ (Bria), reflecting the crucial role the brain and mind play in every aspect of life,” Jonny explained.
“A healthy brain and mind can have a limitless impact—hopefully for the better, though we all know the opposite is also true.
“The name ties back to my story. As a pro rugby player, I had to retire early due to multiple concussions, which led to a tough period—personally challenging, full of hurt and sadness.
“But I channelled those emotions into something positive, recognising a gap in the nutritional supplements market where the brain and mind were often overlooked.
“That’s how Neubria was born—a brand dedicated to creating scientifically robust products that support both mind and body.”
Performing on the pitch and building a brand from the ground up are two very different challenges. Yet, the former Sale Sharks winger discovered plenty of transferable skills he could draw on while scaling Neubria.
“Rugby taught me so much about resilience, grit, and performing under pressure—qualities that are essential in business,” he added.
“On the pitch, you face high-pressure situations where quick decisions can mean winning or losing. That ability to stay composed and focused translates directly to business.
“Teamwork was another massive lesson. Rugby is a team sport, and success depends on everyone playing to their strengths and pulling together. It’s the same in business—you can’t do it alone.
“Ultimately, rugby instilled a mindset of never giving up and constantly striving to improve, which has been the foundation of everything I’ve done in business.”
As Jonny rightly mentioned, teamwork has been a big part of the business’s success story. His wife, Emma, joined him on the mission and has helped expand Neubria into a brand that supports the whole family.
Neubria’s offering has since grown significantly, from lifestyle supplements that boost mood, sleep, memory, and focus to individual probiotic formulas specially tailored for men, women, and kids.
Over the past 12 months alone, Neubria has unveiled 15 new products—a truly staggering achievement for any business.
When asked how he managed it, Jonny said: “A lot of sleepless nights, an incredible team, and trusted suppliers and customers who believe in what we’re doing.
“2024 was a massive year of growth for us, and I couldn’t have done it without the team pulling together. It’s a real testament to collaboration and resilience.”
From partnering with huge retailers such as Holland & Barrett to consistently delivering scientifically backed, market-disrupting products, it’s safe to say Neubria’s rise has been nothing short of meteoric.
Even now, seven years on, with multiple goals achieved, it’s clear that Jonny hasn’t lost that relentless drive for improvement—so often hardwired into professional athletes.
Looking back on the journey, Jonny shared: “Getting Holland & Barrett to buy into the brand and launching our initial five SKUs was definitely the catalyst for where we are now.
“Honestly, my ambitions are so big that, in my mind, we haven’t achieved success until we’ve completed the mission—and even then, we’ll set a new one. The purpose and mission are the oxygen for the brand and the team, driving us forward every day.”
With that in mind, 2025 is shaping up to be just as big—if not bigger—than last year for the business.
“This year there will be more new product development (NPD) and existing product development (EPD), new market launches, and exciting partnerships with UK retailers.
“I’m working on some incredible projects right now—nothing I can share just yet—but everything we’re doing stays true to our core values: innovation, disruption, aspiration, and quality. 2025 is about building on the momentum from 2024 and pushing boundaries even further.
“I’d love to see Neubria in over 50 countries globally, with a strong presence in key markets like the USA and India. In the UK, I want Neubria to be a household name—a brand people trust for both mind and body wellness.
“Beyond that, I want Neubria to be recognised for redefining wellness, setting new standards for scientifically backed, disruptive, and aspirational products.
“It’s not just about growth in numbers; it’s about creating a lasting impact—a legacy of improving lives through innovation. Watch this space!”
Father, Founder, and Finding Balance
As a father of three, Jonny has his hands full trying to fit everything on the ‘to-do’ list into daylight hours. The word balance comes up a lot when talking about juggling work and family life, and Jonny admits it’s something he’s still trying to master.
“It’s challenging, and I won’t pretend I get it right all the time. For me, it’s less about balance and more about alignment—making sure my family, partner, and team are on the same page.
“Flexibility is key, and I always anchor myself in my core values. Family always comes first—nothing will ever get in the way of that—which is why having an incredible team is so important.”
Of course, we’d never ask Jonny to pick a favourite child—that would be cruel. But we did ask him to choose his favourite Neubria product, and, as it turns out, that was basically the same question.
“That’s like asking who your favourite child is,” he joked. “It’s a tough one. Selfishly, Cognifuel has the biggest impact on my day-to-day—it keeps me sharp and focused.
“But the most important thing to me is my family, so I’d have to say Neu Kid and Neubiotic Baby & Kid. Knowing they support my kids’ gut health and brain development gives me real peace of mind.”
Now that we’ve set the scene, it’s time for some quickfire questions to get to know Jonny Kennedy—the brain behind Neubria—even better.
Quickfire Questions with Neubria’s Jonny Kennedy
Describe your perfect customer in under 5 words.
Innovative, aspirational, quality-driven
What is the most slept-on Neubria product?
Definitely CogniFuel. It’s such an advanced formula, with hundreds of reference papers supporting every ingredient. The branding, packaging, and positioning took a LONG time to develop and test, and honestly, I think it’s still a work in progress. It’s the never-ending pursuit of perfection—which we know is impossible, but it’s what we strive for!
What’s the worst piece of advice you were ever given?
“Work hard, play hard.” For an entrepreneur, this is dangerous advice. Building something meaningful demands relentless focus. The time and energy it takes to grow a business leave no room for “playing hard” without sacrificing progress.
That’s not to say I don’t value rest and recovery—they’re essential—but the idea of burning the candle at both ends just doesn’t work when you’re chasing a big vision.
Success requires discipline, sacrifice, and a laser focus on the bigger picture. The real reward isn’t in “playing hard”; it’s in seeing your efforts translate into growth, progress, and something you’re genuinely proud of.
What has been the best piece of advice?
“The number one rule in business is to stay in business—don’t break the bank—and NEVER GIVE UP.” Both of these came from my dad, and they’ve stuck with me, especially during times when my insecurities brought me close to giving up. That mindset has kept me going, and I believe it’s a rule that applies to any walk of life—not just business.
What advice would you give to a reader who wants to start a supplement brand?
Plan carefully, do your research, and make sure you have a clear unique selling point. Surround yourself with a great team, and ensure you have ample finances to back the plan.
Focus on the input, not the outcome—control the controllable—and most importantly, enjoy the journey. Building a brand is a marathon, not a sprint, so keep learning, stay passionate, and never lose sight of why you started.
What is one business you always think of as being amazing and that you inspire to be like one day?
Nike. I’m a huge fan of Phil Knight’s story—how aspirational the brand is, their relentless focus on quality, and the way they celebrate athletes. Their marketing is absolutely spot-on and something I really admire.
I also have a lot of admiration for Vitabiotics and Dr Kartar Lalvani. If it wasn’t for him, the industry wouldn’t be as advanced as it is today.
The way he’s built a global powerhouse while keeping it a family business is incredible. Their products were groundbreaking for their time, and Vitabiotics has really paved the way for innovation in the industry.
Name 3 things that are wrong and need fixing in the supplement industry.
Regulatory Standards: It’s far too easy to launch new products in some markets (like the UK) and far too difficult in others. A universal set of regulations would ensure high-quality standards while allowing room for innovation.
Consistency Across Brands: There’s a massive variation in quality and effectiveness between brands, even for similar products. Standardised testing and certification could build trust and level the playing field.
Overcrowded Market: Too many “me-too” products add no real value. More focus on originality and scientifically backed formulations would drive real progress and weed out the noise.
Is there such a thing as business and personal life balance?
Not in the traditional sense. As an entrepreneur, sacrifices are part of the journey, and true balance doesn’t really exist. For me, it’s about aligning my priorities and being intentional with my time. I focus on what matters most—family and business—and rely on a great team to help create harmony where I can.
Regrets… any business ones along the way?
I live by the mindset that there are no regrets – only lessons. You either win or you learn. That said, there have been moments where I’ve treated people in a way I’m not proud of or been insensitive to their feelings.
It’s something I’m actively working on because, at the end of the day, relationships are everything in both business and life.
If you had to take just 3 Neubria supplements for the rest of your life which would they be and why?
Drift – Sleep is the foundation of healthy living, and Drift ensures I get natural, high-quality deep sleep. Without good sleep, everything else falls apart.
Neu Him – This has all the essential vitamins and minerals I might be missing in my diet on any given day. Plus, it’s packed with a brilliant botanical complex for cognitive function (which I definitely need!) and testosterone support.
Cognifuel – My go-to pick-me-up before exercise or tackling a big task in the office. It gives me a strong, natural caffeine boost without the jitters or crashes and is infused with powerful plant extracts to keep me focused and energized.
What is your biggest strength in business?
I had to ask Oli this—he’s worked with me for 8 years—because I hate blowing my own trumpet. His answer? That I’m not afraid to ask what might be perceived as “stupid” questions. On reflection, I think that comes from caring more about the brand than worrying about what people think of me.
Ultimately, to make the right decision, I need to understand the data and the information fully. Of course, there are times when you have to trust your gut because you won’t always have all the answers, but I believe clarity is key to making the best calls for the business.
What is the one business task you hate the most?
ADMIN! It’s something I’ve really had to work on because, honestly, I find it arduous and sometimes soul-destroying. I’m not naturally the most organized businessman, and admin doesn’t come easily to me. It feels like it takes me away from the parts of the business I truly love—like the creative, strategic, and team-building aspects.
That said, I’ve come to realize it’s a necessary evil. Without solid admin, the wheels fall off, and nothing runs smoothly. So, while it’s not my favourite thing, I’ve made my peace with it (for now!) by putting systems in place and surrounding myself with a team that complements my weaknesses. It’s about finding a balance—making sure it gets done without letting it consume you.
Check out the full range of natural vitamins and supplements on the Neubria website.
