Anthony L. Almada has worked within the natural products industry since 1975. He performed his graduate research at Berkeley in antioxidant and exercise biochemistry. In 1992 he co-founded EAS, the first company to commercialize and validate creatine, and helped build it into the world’s largest sports nutrition company in the 1990s. He then co-founded a medical food company focused on the prevention of HIV-associated muscle wasting. He has collaborated on over 95 university and private research clinical trials, ranging from ALS (Lou Gehrig’s disease) to weight and fat loss treatments. He is the President and CEO of GENr8, Inc., an evidence-based performance nutrition brand originating out of a UK-based university muscle metabolism laboratory, focusing upon both physique and endurance athletes, from auto racing to windsurfing.