GEN® (Genetic Evolutionary Nutrition) formulates and manufactures products that improve training intensity, muscle growth and recovery, vitality, energy, metabolic function, and overall health and well being. GEN supplements are sold in nearly every country around the world. We have a proud reputation for introducing exciting new products that reflect the latest advances in research and development. And feature a seasoned staff of respected industry professionals, researchers, trainers and athletes.

A Commitment to Innovation
GEN was founded in 1995 and is based in Venice Beach, CA, the worldwide center for health and fitness. The company is well known in the sports nutrition industry for bringing revolutionary new products to market ahead of competitors. Remember DHEA? GEN was the very first company to sell this popular anti-aging supplement in the United States. In 1997 we launched chrysin, a plant extract capable of decreasing excess estrogen production in men. In 1999 GEN was again ahead of the market with methoxyflavone, a natural compound proven to enhance lean muscle growth while reducing stress.

In 2002 GEN arranged for the exclusive rights to HUMANOVAR™, a unique European technology that is now the basis of what is certainly our most exciting line of products ever. HUMANOVAR™ is symbolic of the company’s agility in researching innovation, verifying efficacy and bringing the technology to market well ahead of larger, slower competitors.

A Commitment to Quality GEN is committed to verifying product purity through unbiased, third-party laboratory analysis. In fact we were the first company to initiate a program of lab assays on every product to support label claims.

See for yourself. The level of commitment to quality and innovation can be measured by the wealth of insightful information throughout this website.