How Do I Create a Supplement That Solves Men's Aging Joints Without Looking Like a Beauty Product w/ Lennart Winqvist

How do I? with Matt Putra

Episode Overview

Lennart Winqvist, CEO and founder of Arctic Collagen, shares the two-year, half-million-dollar journey of creating a premium liquid marine collagen supplement specifically designed for men's aging joints. Drawing from his entrepreneurial background as founder of Socuza Corporation, Lennart explains how he transformed personal frustration with existing collagen products into a gender-agnostic solution that delivers 8,000mg of marine collagen in convenient, portable sachets. Joined by co-founders Jazan and Rayhan Winqvist, the team breaks down everything from product formulation and bioavailability science to packaging design and strategic market positioning for health-conscious male consumers.

Lennart Explains

◽️ Why gender-agnostic packaging design is critical for men's supplement adoption and market success

◽️ How liquid marine collagen achieves up to 95% absorption versus 40% for powder supplements

◽️ The scientific rationale behind 8,000mg dosing combined with hyaluronic acid and vitamin C

◽️ Why wild-caught Norwegian cod scales produce superior collagen compared to bovine or Asian sources

◽️ The real timeline and investment required: two years and $500K from concept to market launch

◽️ How to navigate early retail opportunities like QVC and Target without destroying your emerging brand

Timestamps

00:00 Intro

02:22 The collagen journey begins

04:40 Creating supplements without scientific background

07:00 Solving men's joint pain perception problem

09:25 Recovery improvements at 39 versus 60

11:47 73-year-old tennis player's transformation story

13:59 Marine collagen versus bovine explained

16:24 The 8,000mg dosing research process

18:48 Bioavailability: liquid versus powder absorption rates

21:13 Cold processing preserves collagen efficacy

23:14 Finding the right food scientists

25:43 The real cost: half million dollars

27:54 The two-page flyer strategy

30:03 Building a multigenerational team advantage

32:27 Turning down QVC and Target deals

34:54 Social media and influencer challenges

Follow Lennart

Follow Lennart Winqvist

Website: arcticcollagen.com

LinkedIn: [Not provided in transcript]

About Arctic Collagen

Arctic Collagen is a premium liquid marine collagen supplement launched in 2024, specifically formulated to address joint pain and recovery while maintaining gender-agnostic appeal. The product delivers 8,000mg of hydrolyzed marine collagen sourced from wild-caught Norwegian cod scales, enhanced with hyaluronic acid and vitamin C for optimal absorption. Each convenient sachet provides a honey-like texture that can be consumed directly or mixed into beverages and food.

Key Features:

• Up to 95% bioavailability through cold-process liquidization
• Sustainably sourced from pristine Arctic waters
• Manufactured to EU standards in Norway, final production in Long Island, NY
• Available in strawberry and lemon flavors
• 14-day supply boxes with subscription options (20% discount + free nationwide shipping)

Where to Purchase:

• Direct: arcticcollagen.com
• Amazon (recently launched)
• OneLavi.com (health platform)
• MedPaidMarket.com (purchase with HSA funds using pre-tax dollars)
• Walmart.com (coming soon)

Special Offer: Subscribe for 20% discount and free shipping on all orders with flexible flavor selection between strawberry and lemon.

About How Do I?

The How Do I? Podcast gives you 60 minutes with industry experts who teach their expertise to eCommerce founders and business operators. Each episode centers on a single "How do I...?" question, providing actionable tactics you can implement immediately.

Host: Matt Putra, Founder & CEO of Eightx

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Eightx helps eCommerce, CPG, and SaaS companies scale profitably with expert CFO services and financial architecture. Founded by Matt Putra, Eightx specializes in cash flow optimization, financial planning, and strategic growth guidance for businesses between $5-80MM in annual revenue or venture-backed companies. Their team of experienced CFOs provides the knowledge and proven strategies that make scaling, growing, and lasting effortless.

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Website: eightx.co