After two decades building one of Australia’s most recognised supplement retailers, Joseph Mencel has closed the doors on MassiveJoes, otherwise known as MJ Fitness.
Mencel, who founded the brand back in 2005 and grew it into a major force in sports nutrition, announced the news with an open letter to fans.
“What started as an idea became a movement,” he wrote. “A community built on standards, effort, and showing up when it mattered. That legacy doesn’t disappear… it evolves.
“We’re proud of what we built. We’re deeply grateful for every person who walked through the doors, ordered online, trained harder, and trusted us along the way.
“Your loyalty and support over the years has meant more than words can express. Now it’s time to build again.”
What’s Next for the MassiveJoes Founder?
As the MassiveJoes door closes, another opens for Mencel and co.
“The mission continues at Key Supplements – sharper, stronger, and focused on the future,” he continued.
Mencel began developing back in September 2020 under the working title ‘Project Eclipse’.
The concept was simple: build a supplement company that combined world-class formulas with premium packaging and genuinely great-tasting flavours, all under one cohesive, purposefully designed roof.
After 5 years of experimentation and development, the results of that concept – namely, a sleep supplement and pre-workout – are now available to buy.
The Complete Pre-Workout (£49) launches in two flavours – Pine Lime and Raspberry Pineapple – with a loaded formula featuring L-citrulline for pumps, beta-alanine to support performance, creatine HCL, Juglans regia, CognatiQ, alpha-GPC and 300mg of caffeine per two-scoop serving.
At the opposite end of the supplement spectrum, the Sleep formula (£55) is a night-time recovery product designed to restore your body, not just help you nod off.
Again, it arrives with a stacked ingredients list starring bovine collagen, colostrum, Myo-Inositol, magnesium threonate, valerian root and L-theanine.
It’s available in Chocolate and Salted Caramel via Key Supplements.
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