Why Jake Axelrod built a protein brand for pantries, not just gyms

Jake Axelrod, founder and creative director of METALAB, didn’t set out to build a traditional supplement company. “I never felt like I truly belonged in this category,” he says. “Instead of trying to fit in, we chose to do the exact opposite.”

Drawing on his background in nutrition, personal training and design, Axelrod set out to create a premium protein brand rooted as much in creativity and culture as it is in function and formulation.

“I’m Jake,” he says. “A husband, a dad of three, and a creative at heart using my passion for wellbeing and the supplement industry as my canvas.”

He didn’t come from a business background, nor did he have big investors or fancy backing. In 2020, he started METALAB with personal savings, a deep curiosity and a vision to create change in what he describes as a “stale supplement industry”. The goal was simple: make something inspiring, joyful and real.

“Nothing resonated with me, so I set out to change that,” Axelrod says. Founded in 2020, METALAB was built to challenge the conventions of supplement culture. Rather than positioning protein as a performance product reserved for gyms and athletes, the brand reframed it as something designed for everyday life, to be used in kitchens, woven into routines and shared across households.

There were times he nearly lost it all, twice. “But somehow, through pure belief, an obsession with product and a relentless connection to our community, we grew. And we kept growing.”

That growth reached a major inflection point in 2023, when METALAB merged with one of the largest nutrition groups in the world, which acquired 50% of the business. Axelrod calls it a huge milestone, a springboard into local and global growth.

In October 2025, METALAB made another leap with its nationwide launch in Checkers and on Sixty60. The move marked a shift not only for the brand but for the category itself, positioning premium protein squarely within mainstream grocery retail. “The pantry is the heart of the home,” Axelrod explains.

“This moment felt incredibly surreal; it still does,” he adds.

Today, METALAB is one of South Africa’s fastest growing premium protein and functional nutrition brands. Its range includes BRIDGE Whey, Truly Grass Fed, VEGAN and JUCY Clear Protein, alongside functional pantry foods and collaborative launches with brands and influencers such as BOS Ice Tea, Terbodore Coffee, Lean Girl and Better With Balance.

All products are manufactured locally in a world-class, FSSC-certified facility, under a strict commitment to quality and transparency. “We take formulation, ingredients and production extremely seriously,” Axelrod says. “We don’t believe in average or shortcuts.”

Beyond product innovation, METALAB’s strength lies in its community and its creative approach to brand building. The brand has cultivated a loyal following drawn to its expressive identity, values-driven positioning and belief that wellness should feel accessible rather than intimidating.

Looking ahead, Axelrod views METALAB as more than a product business. “This milestone represents more than growth,” he says. “It represents trust.”

As METALAB continues to expand its footprint, it stands as an example of a new generation of South African entrepreneurship: one rooted in authenticity, collaboration and the courage to challenge established norms.

“This isn’t just a moment for the brand,” Axelrod adds. “It’s proof that when you honour who you are instead of trying to fit in, you create something that people don’t just consume – you create a movement.”