Sienna McCormick

The product that built Sienna McCormick's company began as a complaint. Her husband Dan had taken creatine for more than a decade. He believed the research. He hated the ritual - the scoop, the clumps, the chalky water, the jar that lives in a cabinet until you forget it exists. Most people quit not because creatine fails them, but because the powder does.

So in 2022, working out of a New York City apartment, the McCormicks set out to fix the format rather than the molecule. They wanted creatine monohydrate - the boring, exhaustively studied kind - in a gummy you would chew without thinking. More than twenty manufacturers told them it could not be done. Creatine is notoriously difficult to stabilize in a gummy; the chemistry fights you. Create kept calling until someone said yes, then iterated until the dose held. The result was, by the company's account, the first creatine monohydrate gummy on the market.

That single decision - convenience over everything - is the whole thesis. Roughly 100 million Americans do some form of strength training. Only about 2% take creatine regularly. The gap is not a science gap. It is a habit gap, and a perception gap, and a will-I-actually-do-this-tomorrow gap. Create exists to close it.

From the trading floor to the supplement aisle

Before any of this, McCormick spent six years at Goldman Sachs. The instinct to leave a blue-chip finance career to sell candy-shaped supplements is not obvious, and that is rather the point. She and Dan run the company as co-CEOs - a husband-and-wife duo splitting the top job, which is the kind of arrangement that sounds combustible until you watch it work.

It is working. Create has sold more than 250 million gummies, roughly 83 million servings, since launch. The brand crossed from a direct-to-consumer site into the hardest real estate in retail: Target nationwide, plus GNC, The Vitamin Shoppe, Sprouts, Wegmans and Amazon. At each of those retailers, by the company's reckoning, it became the top-selling creatine gummy. The team went from five full-time people to twenty-five in a matter of months.

The quietest growth market in wellness

The surprise inside the creatine boom is who is driving it. Sales among women are climbing fast, propelled by research into benefits that have nothing to do with bench-press numbers. Create leaned into the audience the old bodybuilder branding ignored, and built a vegan, non-GMO, NSF Certified for Sport, third-party-tested product specifically aimed at people who would never set foot in a supplement-bro forum.

In March 2026 the conviction got a price tag. Create closed a $20 million Series B led by Alliance Consumer Growth, joined by Mike Repole's Impact Capital and returning backer Unilever Ventures. The money is earmarked for retail expansion, consumer education, product innovation and marketing. A companion product, Creatine + Electrolytes - 5 grams of creatine monohydrate with electrolytes and taurine - signals where the line is heading: beyond the gummy, but never beyond the molecule.

That discipline is deliberate. Create has resisted becoming a grab-bag supplement platform that will sell you whatever it can manufacture. One ingredient, done credibly, with the certifications to back the label. In a category drowning in noise and proprietary blends, the boring choice is the differentiated one.

McCormick's ambition is stated plainly and it is enormous: 100 million Americans taking creatine every day by 2030. It is the kind of number that sounds like a pitch-deck flourish until you remember the company started because two people in an apartment could not stand a scoop of powder. The whole enterprise is a wager that the right format turns a good idea into a daily one - and that the habit, not the hype, is the business.